Which LinkedIn advertising feature is right for you? 6sense Segments vs 6sense Campaigns for LI

Options
Courtney Smith
Courtney Smith Posts: 26 6senser
in All Discussions

This week, we expanded our partnership with LinkedIn so now you can build, launch, and manage LinkedIn campaigns directly within the 6sense platform. This makes it easier for you to test and learn how 6sense dynamic segments can optimize your paid social channels.

Not currently running LinkedIn advertising or just getting started with LinkedIn advertising? This feature is for you!

Already LinkedIn savvy or already using 6sense Segments for LinkedIn? You can use this feature in addition to your current tactics!

Here's a quick look at how we suggest approaching the two offerings:

6sense Campaigns for LinkedIn:

  • Customers not actively running LinkedIn advertising campaigns OR customers interested in testing specific audiences
  • Includes access to core LinkedIn Campaign Manager targeting features
  • Ideal for small advertising budgets
  • Pay as you go: fees are taken out of campaign spend with no up-front commitments
  • Easy to use; test segments for paid social optimization

6sense Segments for LinkedIn:

  • Customers with mature advertising strategy and expertise on LinkedIn Campaign Manager
  • Includes access to advanced LinkedIn Campaign Manager targeting features
  • Ideal for scaling large advertising budgets
  • Up-front spend commitment: pay a fee per segment annually
  • Great for proven high performing segments

Leave us a comment and let us know which approach is working best for you!

Tagged:

Comments

  • Kimberly Conklin
    Kimberly Conklin Posts: 472 6senser

    This is exciting 😍 Thanks @Courtney Smith for keeping us updated.

  • mbriggs
    mbriggs Posts: 2 ✭✭

    Can you please provide more detail on the 4th bullet point? "Up-front spend commitment: pay a fee per segment annually". How is this different from the above for campaigns? "Pay as you go: fees are taken out of campaign spend with no up-front commitments."

  • Courtney Smith
    Courtney Smith Posts: 26 6senser

    Hi @mbriggs! Pay as you go (6sense Campaigns for LinkedIn) = charged per campaign as a percentage of the total campaign spend (similar to the way we charge for Display Advertising, which is in-line with industry standards as well as the LinkedIn fee). Up-front spend commitment (6sense Segments for LinkedIn) = $1,100 per 6sense segment synced to LI per year.

  • mbriggs
    mbriggs Posts: 2 ✭✭

    Hi @Courtney Smith,

    I'd love to understand why there is a cost associated with syncing segments to LinkedIn from 6Sense, especially per segment, when this is a free service/integration/feature in Demandbase with their audiences. Is 6sense taking a portion of the ad spend in Linkedin? Maybe I'm missing something, but I would love to understand this better.

  • Courtney Smith
    Courtney Smith Posts: 26 6senser

    @mbriggs While we charge separately for this we, we believe Demandbase has recently rolled this cost into other fees they charge customers rather than charging as a separate line item.

  • ChrisHetzler
    ChrisHetzler Posts: 4 ✭✭✭

    6sense Segments for LinkedIn work better for our purposes due to cost and campaign management purposes.

  • Paulo Moreira
    Paulo Moreira Posts: 22 6senser

    @Adam David Check out this post, should be timely based on your campaigns you are running at the moment! This should give you some direction for the 2 formats and processes available.

  • Martijn van Gils
    Martijn van Gils Posts: 3 ✭✭

    Hi @Courtney Smith does the 6Sense Segments way of advertising through Linkedin also feed the data back into 6Sense on an account level? i.e. Account XYZ has clicked 6 times on ad XYZ

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    @Martijn van Gils I can answer this. It does.

    You'll have your standard impression/click metrics, 6sense's account-level engagement metrics, influenced pipeline, and a list of accounts reached by campaign which has impressions and clicks at an account level.

  • Martijn van Gils
    Martijn van Gils Posts: 3 ✭✭

    @Brandon McBride thanks for the response. I just understand from 6Sense it only allows targeting 1 country at a time per Linkedin ad campaign, so in my case targeting at least 20-25 countries per campaign in Europe. I would need to create 20-25 different Linkedin ad campaigns to get the performance data associated with accounts in 6Sense.

  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭
    edited June 2024

    @Martijn van Gils That is a major issue, especially outside of North America where you can have many smaller countries. I ran into the same problem running EMEA campaigns. The good news is that you can do it with one segment sync and filter down to the country level on the LinkedIn side (or run them all through 6sense directly).

Categories