What is LinkedIn?
LinkedIn is the world largest business focused social networking platform. With over 930 million users across 200+ countries, it enables people interested in business to connect with one another. Using LinkedIn Advertising, you can reach users around the world who have a strong interest in business.
LinkedIn can be used for networking, gathering business and career related information, and building connections without the need for physical business cards. For example, people can share LinkedIn profile codes instead of exchanging business cards. Investment companies also often review LinkedIn company accounts when evaluating potential investments.
What is LinkedIn Advertising Targeting?
LinkedIn Advertising targeting allows you to segment LinkedIn users based on job type, gender, industry, and more, enabling targeted ad distribution. Narrowing down a target group increases the likelihood of reaching users who need your product or service.
For instance, if you're selling an online AI learning service, targeting engineers can help you achieve better results.
With LinkedIn ads, you can target based on:
- Location (required)
- Audience Attributes: Company/Statistics/Education/Job Experience/Interests and Characteristics
- Predicted Audience
- Matched Audience
Leverage targeting features to improve ad cost-effectiveness.
Benefits of Targeting on LinkedIn Advertising
- Reaching Decision Makers: LinkedIn users are primarily on the platform to gather information, expand their networks, and seek job opportunities, often including company names, roles, and departments in their profiles. Therefore, you can target decision makers like CEOs and division heads specifically.
- Access to Accurate Statistical Data: LinkedIn ads allow you to use data estimated from user profiles. For instance, gender can be inferred from names if not explicitly provided, and age can be estimated based on graduation dates.
7 Tips for Setting Up LinkedIn Ad Targeting
- 1. Master the Use of AND and OR: Achieving results with LinkedIn targeting requires mastering the use of "AND" and "OR" to narrow down the audience. "AND" is for precise targeting, while "OR" allows for broader reach within criteria.
- 2. Target According to Objectives: LinkedIn Marketing Labs provides different targeting strategies for objectives like brand awareness, engagement, and conversion. For example, for brand awareness, use "Job Type + Job Level" or "Skills and Job Titles."
- 3. Reach All Decision Makers: In B2B settings, decision making can involve several people. Target not only executives but also finance, legal, and procurement teams involved in the purchasing process.
- 4. Create Ads Tailored to Your Audience: Customize your ads to your audience. For example, if promoting a report download, tailor the message differently for CMOs and media managers.
- 5. Review Estimated Audience Before Delivery: After selecting your target audience, review "Estimated Audience and Additional Information" to assess reach and budget expectations.
- 6. Run A/B Tests to Compare Performance: Run A/B tests with multiple audiences to see which performs best.
- 7. Reuse High Performing Audiences: After gathering performance data, save high performing audience segments for future use.
Targeted advertising on LinkedIn is essential for reaching a business minded audience effectively. By understanding the nuances of LinkedIn targeting, you can create more engaging and cost-effective campaigns.