I’m always hunting for ways to cut down costs, expand audience sizes and improve targeting on LinkedIn.
Platform updates lately have helped me to do all of the above, so I thought I would share some of my new favorite ways to improve targeting and save some budget.
Let’s hop in.
Narrow Audience Using AND Targeting
AND/OR targeting was introduced in LinkedIn in late 2019. This targeting makes it easier to expand or narrow audiences based on required targeting. It’s a targeting option that has been available in Facebook since 2014, so I was very excited to see LinkedIn finally catch up.
Let’s jump into how you can utilize AND targeting.
Say you’re aiming to target digital marketing professionals with 5 or more years of experience.
Choose your Job Titles and decide if you’re going to include only users with “current” job titles or include “past” or “current or past” users.
Click “+ Narrow audience further (AND)” to add additional criteria.
Add your additional targeting that is required. You will want to pay close attention to the audience size once you start adding additional required targeting, as the size of the audience may quickly drop off.
Expand Audience Using OR Targeting
In the past, I always recommended folks create job function campaigns AND job title campaigns to make sure we were hitting the max marketing audience possible. There are folks who have a marketing job function that doesn’t necessarily have “marketing” in their job title (and most of us don’t have time to track down all of those possibilities).
AND/OR targeting allows us to reach both the job title and the job function in the same campaign – score!
Forecasts for Audiences
This feature has been around for a few months now, but you may not have noticed it hanging out on the sidebar. It’s a great way to keep a close eye on audience sizes and stay on top of additional targeting might be beneficial.
Click the blue “Show Segments” text.
You can see breakdowns of the audience by job function, seniority, years of experience, company size, industries and interests by clicking the dropdown.
The percentages that are outlined will give you more specifics about the audience at hand, but according to LinkedIn the numbers may occasionally add up to more than or less than 100%. If the audience has multiple attributes that are outlined in the list, the percentages displayed may be greater than 100%. Additionally, since there are only 5 results in the breakdown, the numbers displayed may be less than 100%. If members are missing information in their profile, this could impact the numbers as well.
Here are some frequently asked questions about forecasted results if you still have questions!
Save Audience as Template
Advertising in LinkedIn has traditionally been a very manual process, as the channel has been slower to roll out edit and duplicate functions.
Save some time on your next campaign by using the “Save as Template” function once your targeting is complete.
Utilize the description field to differentiate similar audiences.
These templates can be seen and used by other ad users, which makes it extra handy.
Geographic Targeting Expansions
In December, LinkedIn announced that geotargeting would now be backed by Bing geolocation data. (As of publication, it seems some targeting may still be rolling out according to alerts when creating new campaigns.)
Counties and smaller cities are now available. Previously, countries, DMA regions, states and larger cities were what you had to work with.
This change allows LinkedIn advertisers to have more specific geo-targeting, which in my opinion was something that was lacking previously. Before this change, it was difficult to marry up geotargeting between the search platforms and LinkedIn. Since clients oftentimes want similar geotargeting across all platforms, this is a welcome change.
On the flip side, you can also exclude these same locations, which is also helpful.
These are some of my favorite new options for getting the most out of LinkedIn – either by saving money or improving targeting. I hope these features are helpful for you on your next LinkedIn campaign!
What is your favorite LinkedIn feature? We’d love to hear your thoughts in the comments below!