30in30: An Introduction to LinkedIn Ads Targeting [VIDEO]

30in30: An Introduction to LinkedIn Ads Targeting [VIDEO]

In This Episode

I explain how you can target your ideal audience using the LinkedIn advertising platform. If you have considered usingLinkedIn advertising as a part of your social strategy, but you weren’t exactly sure how you could put yourself and your business in front of your ideal clients, then this post is for you.

Growing LinkedIn Usage

How to successfully use the LinkedIn advertising platform is a conversation I seem to be having much more regularly with our clients and prospects. It makes sense to me because whilst it isn’t the 800 pound gorilla that the Facebook advertising platform is, theLinkedIn team are continually working on new features and advancements to their advertising platform.

In Australia, the number of monthly active users has grown to 4 million, as of March 2017, and it remains the world’s largest professional network.

If you are a B2B company, this can makeLinkedIn a very attractive advertising option.

Targeting Your Ideal Clients On LinkedIn

So the question is, how can you pick your ideal clients from the herd using the LinkedIn advertising platform?

The LinkedIn targeting options essentially falls into 4 buckets. These are’

  1. Company information
  2. Member’s role and experience
  3. Member’s education
  4. Member’s interests and identity

It is also important to keep in mind that you can use 1, some, or all of these parameters as a part of your LinkedIn targeting efforts. Ok, so let me quickly expand on each of these buckets.

#1: Company Information

The types of company information you can target is:

  • Company Name: Which allows you to enter in the names of a number of company’s for which you would like to target their employees.
  • Company Industry: Which is powerful for those companies that have a defined industry that they service
  • Company Size: Which means you can define whether you target the employees of companies that are little fish or massive whales.

Almost immediately you will start seeing the potential value of this advertising platform for B2B companies.

#2: Role and Experience

This bucket allows you to target a member based on:

  • Job title
  • Job function
  • Level of seniority
  • Years of experience

These targeting parameters allow you to target the correct decision maker within the organisation.

There is a word of warning though – which is some of these targeting parameters are inferred by the platform – based on the information entered by the member on their profile.

This means that, for example, a freelance bookkeeper could call themselves the CEO of their company of 1, and suggest they have 30 years experience in the financial services industry.For this reason, to improve the quality of impressions, clicks and leads you receive, I recommend that you combine targeting by member’s role and experience with company information parameters like company size.

#3: Education

This will allow you to target members based on:

  • Schools that they attended
  • Degrees that they completed
  • Fields in which they studied.

Whilst the potential utility of these targeting parameters will vary according to each company and its goals, as an example, we have worked with registered training organisations who could target individuals for post-graduate courses based on a member’s listed education and undergraduate course.

#4: Interests and Identity

This is also known as everything else the platform knows about a member.

These targeting parameters include:

  • Demographic information like age, gender and location
  • Skills
  • LinkedIn groups a member has joined

These targeting parameters can be used to increase the specificity and relevance of your advertising efforts by targeting a member based on their demonstrated interests.

For example, we have targeted the advertising of our lead generation services to various business owner marketing groups because we know the members are business decision makers with a demonstrated interest in marketing their company.

Additional Reading and Resources:

For more information on LinkedIn targeting best practices, checkout the links below.

  • https://www.linkedin.com/help/linkedin/answer/722/targeting-options-and-best-practices-for-linkedin-advertisements?lang=en
  • https://business.linkedin.com/marketing-solutions/ad-targeting
  • https://www.socialmedianews.com.au/social-media-statistics-australia-march-2017/
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