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Targeting on LinkedIn Ads: best practices and tips

LinkedIn Ads are a powerful way to help businesses reach potential clients, employees, and industry leaders in order to achieve their marketing goals. However, it is naturally more expensive to advertise on LinkedIn as opposed to other social media advertising and therefore, to make the most of your advertising budget and reach your goals, it’s essential to target your ads effectively. In this guide, we’ll share some best practices and tips on how to target your LinkedIn Ads more effectively and really make the most of your budget.

Define your target audience

The first step to targeting effectively is to define your target audience. Who are you trying to reach with your ads? Are they decision-makers in a particular industry? Are they job seekers with specific skills and experience? Are they potential customers in a specific geographic location? You need to have a clear idea of your target audience before you can target your ads effectively. 

Use LinkedIn audience targeting

Once you have defined your target audience, you can use the niche targeting features on LinkedIn to reach the right people. The audience targeting options offered by LinkedIn include targeting by job title, job function, industry, company size, location, and more. By using these targeting options, you can ensure that your ads are only shown to the people who are most likely to be interested in your products or services. LinkedIn offers businesses the opportunity to define their target audience in a very niche way that cannot be done elsewhere online. It is crucial to utilise this to its full potential in order to get the most out of your budget. 

targeting LinkedIn ads

Utilise the “And” and “Or” targeting features

Using the “and” and “or” targeting features on LinkedIn is a beneficial way to refine your audience and reach the right professionals for your goals. The “and” feature helps narrow down your target audience by combining multiple criteria, such as industry and job title, ensuring you reach professionals with specific qualifications. Whilst the “or” feature allows you to select different attributes within a category, such as various job titles or industries. These targeting features enhance the precision and effectiveness of your LinkedIn campaigns, making them more relevant to your intended audience.

Linkedin targeting features

Use matched audiences

Matched Audiences is a powerful targeting option that allows you to target users who have already interacted with your brand. This includes users who have visited your website, engaged with your LinkedIn content, or are on your email list. By targeting these users, you can increase the likelihood of conversions and make the most of your advertising budget.

Use LinkedIn insight tag

The LinkedIn Insight Tag is a snippet of code placed on a website, which enables tracking and collecting data about website visitors who are also LinkedIn members. This data includes information about their professional attributes, such as job title, industry, company size, and seniority, which can then be utilised to create more effective ad campaigns. By using the Insight Tag, you can track conversions, target users who have visited specific pages on your website, and create lookalike audiences to target similar users. 

LinkedIn Ads can be a powerful tool for businesses to reach their target audience. By defining your target audience and making effective use of LinkedIn’s extensive targeting options, you can create effective ad campaigns that drive conversions and make best use of your budget. Digital 24 can help you build a successful targeted Ads strategy that drives results on LinkedIn and other social media platforms, to find out more about how we can help, get in touch.

Picture of Donna Barton

Donna Barton

I'm Senior Performance Marketing Specialist at Digital 24. I'm an analytics nerd with a passion for diving into data. When I'm not analysing data, you'll find me working on advertising across channels including Google, Facebook, Instagram, LinkedIn, TikTok and X.