By advertising on LinkedIn, you can get your message in front of the right person when they are most engaged. This video walks through the different targeting options available on LinkedIn, and provides some tips and tricks to expand the reach of your cam
- [Instructor] LinkedIn has nearly 500 million members in our professional network and by advertising on LinkedIn, you can get your message in front of the right person when they're most engaged. On LinkedIn, it's all about targeting. Targeting is one of the most important steps during the campaign setup process for all LinkedIn advertising products. Let's start on the targeting page of a campaign setup. At the top are the advanced targeting options called matched audiences. This is where you can set up retargeting segments or upload custom lists. Next, you have the individual demographic targeting options. So for location, you can click on Full List to target by continent, country, region, state and even down to the city level.
You can alternatively use the search box to look up locations, for example Texas. There isn't a way to target by zip code or an area code. Now for most targeting options, you have the ability to include or exclude. While geography is the only required targeting option, you can further focus your campaign by adding other targeting options like experience, education and skills. For some targeting options like job title, use the search bar to find appropriate titles for example product manager.
You'll notice that additional relevant titles will be shown. You can click on these to add to your targeting selection. To remove a targeting selection, click X in the corner on the box twice to get rid of it. For targeting options like job function and seniority, you can click to See Full List and select the different functions that are appropriate for your campaign. To target people who work at specific companies, use company name targeting. You can enter up to 100 companies, but if you need to enter more than 100 companies, use matched audiences to upload a list of up to 30,000 companies.
Now a great alternative to using job seniority is using years of experience. You can narrow in on years of experience to reach highly skilled professionals. Another way to narrow in on skilled professionals is using member skills. For example if I was reaching an IT decision maker audience, I would search for a CCNP skill and then additional skills will show up so that you can select extra skills to add to your targeting selection. Now that we've covered some of the basics of targeting, I encourage you to explore this page and find combinations of targeting that works best for your business.
In the exercise files, I've added a targeting playbook so you can use it as a reference guide.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions