
Is your LinkedIn ad spend looking more like a charity donation than a business investment? Let me guess, you’re probably just clicking through those basic targeting options, hoping something sticks. That’s exactly why your campaigns are burning cash…
Listen, LinkedIn’s targeting capabilities are insanely strong, but most advertisers are merely scratching the surface. Let me show you how to stop bleeding money and start using LinkedIn’s advanced targeting features like a professional.
Layered Targeting
Here’s where most people mess up: they pick a job title, maybe an industry, and call it a day. That’s like trying to hit a bullseye while wearing a blindfold. Smart targeting means combining multiple filters to create your perfect audience.
Want to target decision-makers in tech companies? Don’t just target “IT Director” – layer that with company size, industry specialization, and engagement metrics. The magic happens when these filters work together to narrow down your audience to the people who actually matter to you.
Get Technical with Your Approach
LinkedIn’s website demographics feature is criminally underutilized. By installing the LinkedIn Insight Tag on your website, you can see exactly what kinds of professionals are already visiting your site. This isn’t just data, but golden intel for your targeting strategy.
Take that data and create lookalike audiences based on your best performing visitor segments. Now you’re not just guessing who might be interested, you’re targeting people who match the profile of those already engaging with your brand.
The Power of Matched Audiences
Speaking of website visitors – LinkedIn’s matched audiences feature is like having a second chance with everyone who’s shown interest. Retargeting these warm leads with tailored content isn’t just smart but essential. These people already know who you are, so your ad spend goes much further.
But here’s the real pro tip: Use LinkedIn’s account targeting. Upload a list of your dream clients and target specific companies directly. Combine this with job function targeting, and suddenly you’re reaching exactly who you need at the companies you want.
Event-Based Targeting Works
Did your company just host a webinar? Get a bunch of downloads on your latest whitepaper? Use these engagement signals. Create custom audiences based on event attendance or content downloads. These people have already shown interest in your expertise – they’re prime candidates for your next campaign.
Advanced Tips Straight from the Pros
- If you want to get real technical with it, listen to this: when you combine multiple targeting options, LinkedIn uses “AND” statements between categories and “OR” statements within them. Translation? If you target “Marketing Manager” OR “Digital Marketing Manager” AND companies with 50-200 employees AND the software industry, you’re creating a hyper-specific audience that’s actually worth your ad spend.
- LinkedIn’s Matched Audiences feature has a 300-account minimum for company targeting, but most people don’t realize you can get around this by using domain targeting instead. Upload your company list with domains rather than names, and suddenly you’ve got a much more flexible targeting option.
- Layer engagement retargeting with your other targeting parameters. Create an audience of people who’ve watched at least 75% of your video content, then combine that with job seniority and company size filters. You’re not just targeting the right titles anymore – you’re targeting the right people who’ve already shown deep interest in your content.
In short:
Stop treating LinkedIn targeting like it’s a simple “set it and forget it” tool. The platform offers sophisticated targeting options that, when used correctly, can transform your campaigns from money pits into lead-generating machines.
Remember: Smart targeting beats big budgets every time. Now get out there and start targeting like you mean it.