Reach the people who matter most to your business. With LinkedIn, you’re targeting a quality audience in a professional context. Market to influencers, decision makers, and executives who act on new opportunities.

As an advertiser, one of the things that you almost certainly know about LinkedIn is that it offers the most robust and reliable data available for targeting a professional audience. That’s because people are very motivated to keep their professional profile complete and up to date. The fact that LinkedIn members engage with content in their feed so frequently (15x more often than they look at jobs) adds extra behavioural richness to the data set.

First-Party Demographic Targeting

When members complete their LinkedIn profile, they provide information on their job experiences, company, skills, and more.
This means you can target members using profile-based demographic information, re-target visitors from your website, or upload lists of contacts or companies for your account-based marketing efforts. On LinkedIn, you can reach members using the following demographic targeting options:

Audience Expansion and Lookalike Audiences

Audience Expansion and Lookalike audiences deliver your content to members who are like your target audience in their Demographics and Interests. This increases the scale and reach of your campaign by delivering your ad to additional members who may be interested in your content.

When to use Audience Expansion vs Lookalike audiences:

  • When you already have a high-performing audience – either from people visiting your website, people who provided you their email or a tailored account list, Lookalike audiences can find you more people who look like these individuals or companies.
  • When you are using profile-based demographic targeting, Audience Expansion can help reach similar audiences to your selected options

Matched Audiences

In addition to rich First-Party Demographic Targeting, Matched Audiences helps you engage key accounts, prospects, and customers that matter most to your business with:
Website Retargeting
Contact Targeting
Account Targeting

You can now use LinkedIn to retarget your website visitors, market to your known contacts from your databases and marketing automation platforms and reach decision makers at target companies for your account-based marketing programs.

3 Tips for Targeting

When in doubt, start broad and then narrow down your audience after seeing what performs best. By using LinkedIn’s demographic reporting, you can discover anonymized information on who is clicking and converting on your ads based on Job Titles, Functions, Company Industries, etc.

When using Interest targeting, consider pairing this with Function or Seniority. This helps focus your content to a more relevant audience.

Target your website visitors with LinkedIn ad campaigns by adding the LinkedIn insight tag to your web pages, such as your homepage or contact us page. With Website Retargeting, you can create audiences based on the pages they visit on your website and recapture your visitors’ interest with content relevant to the pages they viewed.