One of the most important elements of running LinkedIn ads is targeting the right audience. It’s one of the key differentiators for social media advertising in general. So based on our experience running B2B ads, we’ve put together a few key tips for better targeting your audience on LinkedIn.
The LinkedIn Sponsored Update targeting panel
When you start with LinkedIn, you’ll probably target broadly based on your persona. Let’s say you were targeting IT managers, you would put that in the ‘job function’ area, then target your location and company size to get your intended audience to a few hundred thousand and get going to see what ads your audience is responding to. This strategy is often recommended to beginners.
But once you have a few ads under your belt, you’re going to try some more fine-tuned targeting on your campaigns.
Here are some of the tips to refining your targeting.
- Try job titles. Do the research and find the decision makers you are targeting. There’s a selection option to choose current roles or past roles, as well. So you can choose someone that has at some point been a marketing manager, for instance.
- Target by company. LinkedIn provides an amazing base for account based marketing. You can select a group of companies and combine that with job titles and seniority to really narrow your search. Combine this with very targeted ads that address a specific problem and cut through the clutter to improve your CTR.
- Target by seniority. Different ads, offers and content are going to resonate with different seniorities. A marketing associate may be interested in how to do social media marketing, a marketing executive wants to know how to empower others to do social media marketing.
- Target by company size. If you’re not already doing this, it’s a great way to start. You can also separate your campaigns by the different buckets that your sales team uses for small, midsize and enterprise companies. This will allow you to try different ads for different groups and deliver insights on audience reactions to your sales team.
- Target by skills. This underrated targeting method can be very useful for content advertising. If you have an ebook that explains how to better distribute your video content, go ahead and target marketers with the skill of video production. That’s an audience that knows how to create, but not necessarily how to get the video out to their audience. Note that this will focus your targeting range significantly.
- Targeting by groups. If you’re looking for video producers, why not target those who are in the LinkedIn video production group? This can be as, or more effective, than targeting by skills. This will take research to find active groups, but there’s major potential there.
Happy targeting! Hope you connect with your audience in a better way. The key is to keep iterating and trying new things to find the thing that works for your audience.