What is targeting with paid LinkedIn ads about?
Paid LinkedIn Targeting enables companies to specifically address their advertising messages to the desired target group on the professional network platform. With this function, you can ensure that your ads and content reach the right people who are relevant to your business.
By using the extensive data and information on LinkedIn, companies can define their target group according to various criteria such as industry, job function, company size, location and many other factors. This allows you to optimise your marketing efforts and achieve a higher return on investment.
Targeting is an indispensable tool for any company that wants to be successful on LinkedIn.
Our paid social experts at Loyamo are here to help you take your campaigns to the next level. With our expertise in LinkedIn Ads Targeting, we analyse your previous measures and optimise them to help your ads achieve their full potential.
Why is LinkedIn Targeting important?
In an age when users are constantly being flooded with advertising messages, it is crucial to address the right people with relevant content. Paid LinkedIn Targeting helps you to do just that.
By optimising the use of targeting in LinkedIn Ads Marketing, you can optimise your marketing spend and achieve a higher return on investment. By targeting your ads and content to the most relevant audiences, you avoid wastage and increase the likelihood of your messages being noticed and acted upon.
Moreover, targeted LinkedIn advertising allows you to build a closer relationship with your target audience. By providing relevant and personalised content, you can build trust and loyalty among your target audience, ultimately leading to more conversions and revenue.
LinkedIn Targeting features
LinkedIn offers a variety of targeting features that allow you to precisely define and address your target audience. Here are some of the most important features:
This feature allows you to address people who show certain interests or behaviours on LinkedIn, such as engaging in certain groups or reading certain content.
Retargeting allows you to re-engage with people who have already come into contact with your content or website but have not yet converted.
You can define your target group according to criteria such as location, industry, company size, job function and many other factors.
This feature allows you to target people who have similar characteristics to your existing customers or leads.
With ABM, you can target specific companies or accounts that are particularly relevant to your business.
Defining targeting settings: step by step
Target group analysis
Before you define your target audience, it’s important to conduct a thorough analysis to identify the most relevant criteria. Here are some steps to help you do this:
- Analyse your existing customers and leads: Examine the demographics, interests and behaviours of your most successful customers and leads. Identify common patterns and characteristics that define your ideal audience.
- Use LinkedIn insights: LinkedIn offers extensive insights and data to help you better understand your audience. Use tools like LinkedIn Audience Insights to get detailed information about your target audience.
- Analyse your competitors: Examine which target audiences your competitors are targeting and what strategies they are using. Identify gaps and opportunities to differentiate yourself from your competitors.
- Take into account your business goals: Ensure that your target audience analysis is aligned with your overall business goals and marketing strategies.
Make optimal use of target group data in LinkedIn Targeting
After you have completed your audience analysis, the next step is to select the most relevant targeting options on LinkedIn. Here are some tips to help you do that:
- Start with the most important criteria: First, focus on the targeting options that are most relevant to your business, such as industry, job function or location.
- Combine different targeting options: To define your target audience even more precisely, combine several targeting options. For example, you can target people in a specific industry and job function who work in a specific region.
- Use lookalike audiences: If you already have a successful customer base, use the lookalike audiences feature to target people who share similar characteristics with your existing customers.
- Test and optimise continuously: Monitor the performance of your targeting strategies and adjust them as needed. Test different combinations of targeting options to achieve the best possible results. Use A/B testing to evaluate different scenarios.
LinkedIn Targeting insights from our agency
In paid marketing on LinkedIn, similar questions come up again and again, which our LinkedIn experts are frequently asked. Especially with LinkedIn Targeting, the following aspects should be considered:
Which target group should I start with and how detailed should the targeting be?
During the target group analysis, it makes sense to divide the target group into several segments. Test different combinations of these segments in the campaign manager. The preview gives you an initial estimate of the target group size and also allows you to view demographic data. Do you want to address young professionals or managing directors? Experiment with different targeting settings and observe the changes in the preview.
How much should I budget for my LinkedIn campaigns?
Depending on your account structure, there are certain minimum requirements that must be observed when planning your budget. For example, the minimum budget for budget distribution at the campaign group level is €30, while the minimum for individual campaigns is €10.
To make your LinkedIn campaigns run effectively, it is important to allocate enough budget to generate several clicks per day. This is the only way for the LinkedIn algorithm to collect enough data to continuously optimise the delivery of your ads. Analyses and comparisons should be based on solid data in order to make informed decisions about adjustments to the campaign structure.
Higher career levels and hard-to-reach industries result in a higher average CPC, higher cost per conversion, and higher cost per lead. If you already have your own customer data or a list of companies whose employees are most likely to convert, you can target your budget more effectively.
LinkedIn Targeting tools and resources
To effectively implement your LinkedIn Targeting strategies, you can access a range of useful tools and resources. Here are some of the most important ones:
- LinkedIn Campaign Manager: LinkedIn’s official tool for creating, managing and optimising your ad campaigns. It offers extensive targeting options and detailed performance analyses.
- LinkedIn Audience Insights: This tool provides you with detailed information about your target audience on LinkedIn, including demographic data, interests and behaviour.
- LinkedIn Website Demographics: This feature allows you to obtain information about your website visitors, including their LinkedIn profiles and company information.
- LinkedIn Matched Audiences: This feature allows you to match your own customer data with profiles on LinkedIn to more precisely define your target audience.
- LinkedIn Marketing Partners: LinkedIn works with a number of certified marketing partners who can help you develop and implement effective targeting strategies.
- LinkedIn Learning: LinkedIn’s learning platform offers a variety of courses and resources to help you deepen your knowledge of LinkedIn Targeting.
- LinkedIn Marketing Solutions Blog: This blog provides useful tips, tricks and best practices for your LinkedIn Targeting strategies.
Conclusion: Paid LinkedIn Targeting
LinkedIn Targeting is a powerful tool that allows you to optimise your marketing efforts on the professional networking platform and effectively reach your target audience. By using the extensive targeting options and tools, you can ensure that your messages reach the right people and achieve a higher return on investment.
By following the strategies and best practices presented in this article, you can improve your LinkedIn targeting skills and achieve your marketing goals. Start with a thorough audience analysis, select the most relevant targeting options, and continuously optimise your campaigns based on performance data.
Remember that an effective LinkedIn Targeting strategy is not only about targeting the right audience, but also about providing relevant and personalised content. Only by combining both elements can you build a stronger relationship with your target audience and ultimately generate more conversions and revenue.
Do you want to optimise your LinkedIn Targeting strategies and boost the performance of your marketing campaigns? The experts at our lead agency offer tailored solutions to make your business successful on LinkedIn. We can help you develop and implement effective targeting strategies, create compelling content, and optimise your campaigns for maximum results.
With the right strategies and partners at your side, you can unlock the full potential of LinkedIn Targeting and take your marketing efforts to the next level.
