Using LinkedIn in a campaign

You can use LinkedIn Ads in your Orbit campaigns via the journey builder.

Prerequisites

You need to have a configured LinkedIn channel before using LinkedIn Ads in a campaign. See LinkedIn channel configuration.

Note: Your channel setup determines which fields are mapped and how audiences are processed.

Your campaign behaviour depends on your channel configuration and whether you chose to upload and advertise or upload only.

Adding a LinkedIn Ads step to your campaign

To add a LinkedIn Ads step to your campaign journey:

  1. Go to Campaigns.

  2. Either select an existing campaign or create a new one.

    See Creating a campaign journey.

  3. Choose a target segment for your campaign journey.

    See Adding audiences.

  4. Click the + on your journey where you want to add the LinkedIn Ads step.

  5. Select LinkedIn Ads under Channels.

  6. Click your new LinkedIn step and give it a meaningful name.

  7. Click Create.

    You can now configure your LinkedIn Ads step in the side panel.

Configuring your LinkedIn Ads step

To set up your journey step:

  1. Select your LinkedIn Ads Channel from the dropdown menu.

    Orbit displays your mapped channel fields and shows which variables are used for company or contact matching.

    Note: This shows the data used in the upload process and how your audience data connects to LinkedIn's matching system.

  2. If Orbit detects a LinkedIn ad, expand the LinkedIn Advert dropdown and select it.

  3. Give your Inclusion Customer List Name a file name.

  4. Choose how LinkedIn targets your audience:

  • Target audience only: Uses only the contacts in your uploaded audience

  • Target audience and lookalikes: LinkedIn expands your audience to include similar profiles

    Note: LinkedIn allows you to add additional criteria within their platform, such as:
    - Industry filters
    - Engagement levels
    - Profile information like hobbies
    Orbit uploads your audience data and LinkedIn applies these additional filters using an OR logic by default. You can change this to AND logic within LinkedIn if needed.

  1. Set any exclusion audiences by clicking + Add Audience.

    The system creates an exclusion list with a timestamp.

    Note: The exclusion file name uses your audience name plus the timestamp.

Personalisation fields

You can map additional variables on a campaign-by-campaign basis. These optional fields provide extra information about companies or contacts that might be useful for targeting.

Orbit displays any required content fields for that channel that weren't pre-mapped in the channel editor.

See Message personalisation.

To configure these fields:

  1. Expand the Optional Content Fields.

  2. Click Add to allow Orbit to create the required fields.

    Note: Orbit currently adds all available personalisation fields. If you only want specific fields like country or postcode, you must delete the fields you don't need and keep only the fields you want to use.

  3. Click + Add Variable for each content field you want to map.

  4. Search for and select the variables you want to use.

    You’ve now mapped your additional content fields.

Finalising your LinkedIn Ads step

To complete your LinkedIn Ads step configuration:

  1. Add any objectives you want to apply to the step by clicking + Add Objective. See message objectives.

  2. Click Apply.

Your LinkedIn Ads step is now part of your campaign journey. Orbit runs the campaign according to your campaign schedule.

For exactly how the LinkedIn upload process works, see LinkedIn.