LinkedIn advertising has been top of my mind lately as we have seen incredible results by targeting specific personas for B2B industries that are hard to nail down with search ads. I’ve written a few blog posts about LinkedIn here, here and here, but in this post, I’d like to tackle some specific questions about best practices for LinkedIn advertising.
1. How can I target on LinkedIn?
Unlike with search advertising, LinkedIn ads are not based on a keyword, rather specific information within users profiles. LinkedIn ads can be targeted to users by the data provided in their profile, specifically company size, company name, job title, group name, skill, industry, location, age, and gender. I’ve seen wonderful performance from campaigns targeted to as few as 14,000 people, but LinkedIn won’t let you target to less than 1,000!
Take a look at your current customers: what are their job titles? Industries? The information you glean from your current customers may help identify who your future customers could be.
From the LinkedIn ads website, this image captures an idea of the targeting options for a particular industry on LinkedIn.