LinkedIn campaign managers play a crucial role in developing and executing successful LinkedIn marketing campaigns. However, there can be some confusion around the hierarchy and responsibilities of different campaign manager roles.
LinkedIn Campaign Manager
The LinkedIn Campaign Manager is the central role responsible for the end-to-end management of LinkedIn campaigns. Their core responsibilities include:
- Developing the overall LinkedIn marketing strategy
- Setting campaign objectives and KPIs
- Managing campaign budgets
- Coordinating with other teams like creative, analytics, sales etc.
- Overseeing campaign setup and launch
- Monitoring campaign performance and optimization
- Analyzing campaign results and preparing reports
The LinkedIn Campaign Manager acts as the conduit between the broader marketing strategy and the actual implementation of LinkedIn campaigns. They need to have strong analytical skills, communication skills and attention to detail.
Associate LinkedIn Campaign Manager
Associate LinkedIn Campaign Managers play a supporting role to the LinkedIn Campaign Manager. Their responsibilities include:
- Assisting with daily campaign management activities
- Monitoring campaigns and flagging any issues
- Analyzing campaign data and performance reports
- Making optimization recommendations
- Coordinating campaign assets with creative teams
- Staying updated on LinkedIn platform and product updates
Associate Campaign Managers focus more on the day-to-day execution and minor optimizations, allowing the Campaign Manager to focus on the bigger picture strategy. They tend to have 1-3 years experience.
LinkedIn Campaign Specialist
LinkedIn Campaign Specialists have a narrower focus on specific campaign execution activities such as:
- Campaign setup based on provided specs
- Daily monitoring and basic optimization
- Running A/B test experiments
- Monitoring campaign reporting and alerts
- Documentation of campaign learnings and insights
Campaign Specialists handle more of the hands-on optimization and testing of campaigns. They receive direction from the Campaign Manager and Associate Campaign Manager roles. This role tends to be an entry-level position.
LinkedIn Campaign Coordinator
LinkedIn Campaign Coordinators provide various support services to the campaign management team including:
- Organizing kickoff meetings and preparing campaign briefs
- Coordinating collection of campaign assets from creative teams
- Managing campaign tracking, documentation and invoices
- Arranging periodic results reviews with stakeholders
- Helping prepare campaign reports and recaps
The Coordinator focuses on project management and administrative support so that campaign strategy and execution can run more smoothly. Strong organization skills are key for this role.
Key Takeaways
- LinkedIn Campaign Manager oversees the end-to-end strategy and management of campaigns
- Associate Campaign Manager provides support on daily execution and minor optimizations
- Campaign Specialist handles specific testing and optimization tasks
- Campaign Coordinator manages administrative and project management activities
Understanding this hierarchy allows teams to structure their LinkedIn marketing efforts for maximum efficiency and performance. The LinkedIn Campaign Manager leads the orchestra and relies on the supporting roles to optimize and administer the detailed work of campaigns.
| Role | Main Responsibilities |
|---|---|
| LinkedIn Campaign Manager | Develop strategy, set objectives, manage budgets, oversee launch and results |
| Associate Campaign Manager | Support daily activities, monitor campaigns, analyze performance, recommend optimizations |
| Campaign Specialist | Campaign setup, basic optimization, A/B testing, monitor alerts and reporting |
| Campaign Coordinator | Organize kickoffs, coordinate assets, manage documentation and tracking |
Detailed LinkedIn Campaign Manager Responsibilities
As the leader of LinkedIn marketing campaigns, LinkedIn Campaign Managers have a wide range of responsibilities throughout the campaign lifecycle:
Strategy & Planning
- Work with stakeholders to determine campaign goals and objectives based on broader marketing targets
- Conduct market research and analysis to inform LinkedIn campaign strategy
- Define target audiences and ideal customer profiles for campaigns
- Determine the appropriate mix of LinkedIn campaign formats including Sponsored Content, Message Ads, Text Ads etc.
- Set key performance indicators (KPIs) to track campaign success
- Create budgets for each campaign and manage approvals
- Develop content strategy framework for campaigns
- Work with creative teams to conceptualize campaign creative approach
Setup & Launch
- Oversee campaign setup within LinkedIn Campaign Manager
- Input targeting parameters, creatives, budgets schedules and other campaign specs
- Coordinate proofing of creative assets before launch
- Conduct final review of campaign setup and get launch approval
- Brief internal teams and stakeholders on upcoming campaign launches
Optimization & Reporting
- Monitor campaign analytics regularly for opportunities to optimize
- Make ongoing adjustments to targeting, creatives, budgets and settings
- Run A/B tests to evaluate and improve campaign performance
- Provide regular campaign results reports and recaps to stakeholders
- Give recommendations for future campaigns based on learnings
Having strong analytical skills and attention to detail is critical for succeeding as a LinkedIn Campaign Manager across these areas of responsibility.
Key Skills for LinkedIn Campaign Managers
Here are some of the top skills and qualifications to look for when hiring a LinkedIn Campaign Manager:
- LinkedIn platform expertise – In-depth knowledge of LinkedIn Campaign Manager, ad formats, targeting options, analytics etc.
- Analytical skills – Ability to interpret campaign data and turn insights into optimizations
- Creative thinking – Bring innovative ideas on ad messaging, content and visuals
- Project management – Coordinate campaign timelines, budgets, resources and more
- Attention to detail – Monitor campaigns closely and be quick to catch any issues
- Team collaboration – Work cross-functionally with creative, sales, executives etc.
- Leadership – Drive campaign strategy decisions and guide team to execute
- Communication skills – Articulate campaign insights and recommendations to others
Look for these core competencies when sourcing your next LinkedIn Campaign Manager to find someone capable of excelling in the role.
Best Practices for LinkedIn Campaign Managers
Follow these best practices to set your LinkedIn Campaign Managers up for success:
- Provide sufficient budget and resources
- Set realistic campaign goals tied to business objectives
- Give access to analytics and reporting tools
- Allow time for thorough audience research
- Encourage A/B testing and optimization
- Have regular check-ins on performance
- Celebrate wins and learnings
- Invest in continual LinkedIn training
With the right foundations in place, your LinkedIn Campaign Managers will be equipped to build, manage and optimize highly effective B2B marketing campaigns on LinkedIn.
Measuring LinkedIn Campaign Manager Performance
The key performance indicators to track for LinkedIn Campaign Managers include:
- Campaign ROI/ROAS
- Cost Per Lead/Acquisition
- Engagement Rate
- Conversion Rate
- Reach and Impressions
- Ad Recall Lift
Compare these metrics to benchmarks and goals to evaluate how well your LinkedIn Campaign Manager is performing. Progress against strategic targets and business impact are also important.
Beyond hard numbers, also assess LinkedIn Campaign Managers on qualitative aspects like:
- Quality of strategic planning
- Strength of campaign optimization
- Creative innovation and testing
- Stakeholder communication
- Collaboration and teamwork
- Campaign process efficiency
- Compliance and budget management
A full 360-degree view of both quantitative results and qualitative execution will give you the best sense of your LinkedIn Campaign Manager’s overall performance and areas for improvement.
Common LinkedIn Campaign Manager Interview Questions
Here are some common interview questions to ask when hiring a LinkedIn Campaign Manager:
- How do you typically structure a LinkedIn campaign to generate leads for sales?
- What are the most important metrics to track for LinkedIn campaigns?
- How would you optimize a LinkedIn campaign that is not achieving its cost-per-lead goal?
- What targeting parameters do you find most valuable for LinkedIn ad campaigns?
- What is your process for developing LinkedIn campaign creative?
- How would you handle a situation where LinkedIn campaign spends were rapidly depleting budget faster than planned?
- What are some best practices you would recommend for integrating LinkedIn campaigns with the broader marketing strategy?
Assess the candidate’s strategic thinking, technical knowledge, problem-solving, and analytical skills in their responses.
Conclusion
An expert LinkedIn Campaign Manager can have a tremendous impact on B2B marketing success. Use the hierarchy, responsibilities, skills, and best practices outlined here when hiring and managing your LinkedIn campaign experts. With the right leader managing your LinkedIn efforts, your campaigns will be set up for optimal performance.
