For some campaigns, Fields of Study can be used to capture skills or experience in a particular field, especially for recent college graduates.
Interest
Interest categories target users based on the content they engage with on LinkedIn, the topics they search for on Bing, and information inferred from attributes on their profiles.
Interest targeting is an effective way to reach a range of russia whatsapp mobile phone number list users based on the topics or categories they are most interested in, and works best in campaigns with awareness and consideration goals.
The image shows where to select user interest as targeting for advertising on LinkedIn
Additionally, interest targeting can help you reach specific audiences when other options are too limiting.
For example, if you want to target people who have an interest in corporate travel, skill targeting might not be effective: it would only include people who have that skill on their profile (like travel agents).
Instead, with the Interest option you could target people who are interested in the topic (e.g. executives or consultants who travel for work).
When you use Interest targeting, you can pair it with Function or Seniority to deliver your content to a more relevant audience.
User traits
User Traits targets users based on their distinctive characteristics, such as people who travel frequently, are looking for work, are interested in learning, or use a certain type of device to visit LinkedIn.
The image shows where to select user traits as targeting for advertising on LinkedIn
User traits typically represent a limited audience and may not require the addition of additional targeting criteria.
Groups
LinkedIn Groups are spaces where users who share common interests or are part of the same professional association can gather, discover new information , and ask questions.
Groups often indicate expertise in a given field.
The image shows where to select user groups as targeting for advertising on LinkedIn
For example, someone looking for finance professionals might consider groups like Finance Club (over 840,000 professionals), Banking Careers (over 500,000 professionals), or Finance Plus:
Private Equity, Venture Capital and M&A news (over 440,000 professionals).
Use the search feature on the LinkedIn homepage to find relevant groups. Typically, the largest and most active ones are at the top of the results list.
Demographics
LinkedIn also allows you to choose professional criteria such as age and gender, which are mostly deduced from the user's profile and can only be used for equal opportunity purposes.
You may not use these options to discriminate based on age or other protected characteristics in employment, rental, training, or credit ads.
We’ve found that for most customers, professional targeting options like interests, user traits, skills, or capabilities perform much better than age or gender.
For example, if you were selling luxury tech products, instead of targeting gender and age, you could target people who log in to LinkedIn using an iOS device or who work in a senior or higher level role. You could also create a lookalike audience from past buyers, and LinkedIn will help you find similar people.
Age
The image shows where to select the age of users as targeting for advertising on LinkedIn
Age is an estimate based on the user's first graduation date. Not everyone lists a graduation year on their profile, so including Age can substantially reduce the size of your audience.
In most cases, you can use the Years of Experience option instead.
Type
The image shows where to select users' gender as targeting for advertising on LinkedIn
Gender indicates whether the user is male or female and is mostly inferred from their name.
Like Age, targeting by gender may reduce your audience size by 50% or more. LinkedIn does not ask users to indicate their gender, so we recommend using another professional targeting option whenever possible.
Using Audience Expansion and Lookalike Audiences to Reach Similar People
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Audience expansion and lookalike audiences show your ads to users with similar professional attributes and interests to your target segment.
This way you can increase the reach and scope of your campaign by reaching more people who are potentially interested in your content.
How to choose between Audience Expansion and Lookalike Audiences:
When you already have a high-performing audience (people who visit your website or have given you their email address, or a tailored list of businesses), lookalike audiences can find other similar people.
When you use professional targeting, Audience Expansion can help you reach audiences similar to the options you've selected.
Enable audience expansion
Audience expansion respects the exclusions you set.
To avoid reaching a certain type of user when using Audience Expansion, remember to exclude them with your targeting options.
For example, if you don't want to target the Unpaid seniority level, exclude Unpaid and Audience Expansion will not include this user type.
Save audiences as templates for other campaigns
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Defining your audiences takes time, especially if you have multiple campaigns to manage.
Speed things up by saving an audience as a template to reuse later. You can then apply the template to future campaigns, for all the companies you follow.
The image shows how to save audiences for advertising on LinkedIn
More personalized options with matching audiences
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Matched Audiences is a set of targeting features that lets you reach your audience, including people you already know based on current and past customer data, by:
Website Retargeting
Interest Retargeting
Contact Targeting
Targeting a list of companies
You can use Matched Audiences to retarget your website visitors, reach people who have interacted with your video ads or lead gen forms, promote your offer to contacts you already have in your databases or marketing automation platforms, and target decision makers at your target companies for account-based marketing campaigns.
Make the most of Linkedin advertising for your business
Website Retargeting: Retarget Your Site Visitors
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With website retargeting, you can create audiences based on pages visited on your site and recapture users' interest by offering related content. To get started, add the LinkedIn Insight Tag to your site's global footer.
The image shows how to create audiences based on pages visited on your site for advertising on LinkedIn
Learn how to get started with website retargeting.
Website retargeting uses the same Insight Tag used for conversion tracking.
So, if you already have an Insight Tag on your site, it only takes a moment to start taking advantage of this feature.
Retargeting from videos and lead generation forms
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With video and lead generation form retargeting, you can reach people who are actively interested in your brand based on their interactions with your ads.
For example, you can target people who have watched all or part of a 15-second video ad and serve more in-depth content, such as a whitepaper that opens a form for
lead acquisition.
You could also help drive a conversion by retargeting people who opened a lead generation form from sponsored content but didn’t submit it, to try a more personalized approach with a message ad.
