Reach and frequency
How often, and to how many. Frequency means little without the share of the audience it reached
- Rule 01Reach and frequency Read frequency and penetration together One number alone doesn't tell you what to fix. 3 scenarios1 skill
- Rule 02Reach and frequency Set separate frequency targets for cold and warm audiences Cold audiences run low and wide. Warm audiences need repetition. 1 scenario1 skill
- Rule 04Reach and frequency Judge Text, Spotlight and Follower ads on reach and CPM, not CTR These formats are there for efficient visibility, so clicks are the wrong measure. 2 skills
Who the budget reaches
Where the money actually went. Campaign totals hide which companies and roles the budget reached
- Rule 05Who the budget reaches Split campaigns only when one segment clearly outperforms the rest A segment earns its own campaign by performing two to three times better or worse than the rest.
- Rule 06Who the budget reaches Watch for budget drifting to junior roles Junior roles click more and cost less, so a campaign with mixed seniorities slowly shifts its budget to them.
- Rule 07Who the budget reaches To exclude SDRs, exclude Sales, not Business Development Excluding Business Development to remove SDRs removes the decision-makers too.
- Rule 08Who the budget reaches Check every month who your ads actually reach Campaign totals don't show who the budget actually reached. LinkedIn's demographics report does. 3 scenarios1 skill
- Rule 14Who the budget reaches Grow a signal list by adding signal lists from the same market LinkedIn's audience size guidance fits audiences built from filters. A list built from buying signals starts smaller and grows a different way. 1 scenario
Building the account
Set up before you spend. Structure, audiences and exclusions the reports depend on
- Rule 09Building the account Count an audience as warm only once it's big enough to serve ads Traffic and followers only count once they're in a matched audience big enough to run. 1 skill
- Rule 10Building the account Spend on warm audiences before cold ones A colder audience earns budget once the warmer ones reach their frequency range. 1 skill
- Rule 11Building the account Start Lead Gen Forms early, then narrow them to recent engagers Open the conversion layer as soon as a warm audience can serve, then tighten it to recent engagers. 1 scenario
From signal to sales
From engagement to a sales call. Which signals count, and how they reach a rep
- Rule 12From signal to sales Report exposure, influence and attribution separately Exposed, influenced and attributed are three different claims. 3 scenarios
- Rule 13From signal to sales Give sales a weekly ranked list of warm accounts, checked against the CRM Hot accounts, ranked, with who engaged and where they sit in the CRM. Never a raw visitor feed. 4 scenarios
Ads and creative
When an ad stops working. Telling real fatigue apart from the wrong audience
- Rule 03Ads and creative Call it fatigue only when frequency is high and CTR keeps falling Either signal on its own isn't fatigue. 2 skills
- Rule 15Ads and creative Judge cold ads by the warm audience they build A cold ad's real output is the people who engage with it, because they become your retargeting audience. Leads from cold are a bonus. 1 skill