Mastering Targeting
on LinkedIn

• Fundamentals
• New targeting features
• Demo
• Best practices
• Q&A
Agenda

Create economic opportunity for
every member of the global
workforce

Customer demand
Businessgrowth

Reach the right professionals the right way
EngagementAudience Environment

The
right
audience
Retargeted
visitors
Demographic
segments
Audience
extension Job seekers
Employee
networks
Intent signals
Saved sales
leads
High
quality
reach
at scale
40M
business
decision
makers
100M
Members
come back

2018 Business Insider Digital Trust Report

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$
$
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Targeting on LinkedIn
Fundamentals

Audience targeting driven by a members profile
Title
Company
Member-specified
location
Group
Membership
Company
Following
School
Field of Study
Graduation Year

Targeting by Function and Job Title
Inferred from user-entered title
User Entered Title:
Product Marketing Lead
Standardized Title:
Product Marketing
Seniority:
Manager
Function:
Marketing

Targeting by Company Name, Industry, Size
Company Entered Name:
LinkedIn
Company Entered Industry:
Internet
Company Entered # Employees:
10,001+

Reach qualified prospects with targeting based on a members professional
profile

New targeting features

Matched audiences
Reach people you already know with website,
contact, and account targeting
When to use it:
1. Retarget website visitors with always-on
campaigns
2. Nurture leads to take them from
consideration through purchase
3. When you have over 200 target accounts
Feature #1
New Features

Lookalike audiences
Find new audiences who are similar to
your existing customers and website visitors
When to use it:
● With a high performing matched audience
● To find people who are likely to be a good fit
for your company
Feature #2
New Features

New Features
Interest Targeting
Own the conversation around the professional
topics that matter to your audience
When to use it:
● Reach an audience interested in topics
related to your product or service
● Gain thought leadership within a topic
● Reach buyers early in the buying process
Feature #3

Audience templates
Easily reach the right audience using
pre-built combinations of targeting criteria or
audiences you’ve saved
When to use it:
● Discover new targeting facets that would not
have otherwise considered
● To access audiences you’ve saved in your
account
● Reduce friction caused by unintentional hyper
targeting
Feature #4
New Features

Skills Targeting
Reach professionals based upon their area of
expertise.
When to use it:
● When looking to reach those with a
specialised expertise
● When an area of expertise can span a
variety of job titles
● An alternative to job title targeting
Feature #5
New Features

Let’s look at an example

Meet FixDex
A collaboration and communication
offering for Enterprise organizations.
Seeking to grow their presence in the US.

Interested Professionals
Interest in collaboration & communication tools
Company size over 10K
United States
540,000+ members
Reach those discovering new
solutions

IT Decision Makers
Template
Manager+
Function of IT or Engineering
10K+ employees
United States
640,000+ members
Reaching Decision Makers

Website Targeting
Retarget professionals who visited
their website
200,000+ members
Reaching warm prospects

Demo

Best Practices

Do’s & Don’ts
DON’T:
Lump all of your
buyer personas into
one campaign
DO:
Make sure your buyer
personas are clear and well-
defined
DON’T:
Hyper-target your campaigns
DO:
Add two or fewer additional
targeting facets in addition to
Location facet

Estimating the size of your audience
We recommend an audience size of at least 100k for optimal scale
Start broad, then narrow down based on performance
Use LinkedIn’s aggregated demographic reporting to learn who’s
clicking ads and converting, based on title, function, seniority, etc.

Save your audience as a template for future use
You can use the “Save your audience as a template”
feature to and then re-use your audience settings for
another campaign later on.
You can apply these templates to future campaigns
across any of your accounts.

Use Website & Demographic reporting
● Accessible via Account Dashboard
● Helps you optimize the targeting of your campaigns with
information on who’s responding to your offer
● With sufficient campaign data, Demographic
Reporting provides detailed insights about the
professionals who have clicked on your LinkedIn
ads, broken down by job title, job seniority,
company industry, job function, company size, and
location

A/B Test your targeting
By testing two similar campaigns with one small variation in your targeting criteria, you can see which
combination is more effective.

Seniority might not always be what you think
Targeting influencers who will test
products and influence the purchase
vs. person signing the contract.
Influence the Influencer:
● Product Marketing Lead – Title
● Senior – Seniority
● Marketing – Job Function

Audience A
● Skills: Information Technology
● Years of Experience: 10+
Audience B
● Job Titles: Information Security
Manager, Director of Information
Security, Head of Information
Security, Chief Information Security
Officer…+more
Audience C
● Function: Information Technology,
Engineering, Operations.
● Excluding those unpaid
● Seniority: Manager +
Audience D
● List of contacts uploaded from your
marketing automation system
Target Customer: Decisions within Information Technology
Test Various Targeting Criteria to See What Works

Additional Resources
Visit our Success Hub for
tips and best practices
Subscribe to the LinkedIn Marketing
Solutions blog for product news

Q & A