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LinkedIn Ads Saved Audiences

Published on: December 7 2022 by Paid Media Pros

LinkedIn Ads Saved Audiences

LinkedIn Ads Saved Audiences

linkedin ads has the most robust b2b
targeting of any of the ad platforms out
there we all know this and you can
utilize all of those different targeting
options in all different combinations to
reach just about anybody within a given
organization
the problem is if you create a new
campaign for a different location or a
different ad format you have to recreate
that same specific custom audience over
and over and over again
or do you
today i want to walk you through how to
use saved audiences in linkedin ads to
get that campaign creation process
turned out much quicker and save you a
lot of time moving forward
as you can see all of these campaign
names are just example campaigns we did
for videos and today is going to be no
different a thing that is going to be
different about today's video is that
i'm actually going to start off toking
about one of the things that i don't
like that saved audiences only exist
within the campaign creation process in
linkedin there are no saved audiences
anywhere else and i'll double check this
with you later on in the video but to
get started for right now we're going to
go over to create and make a new
campaign we can keep it in the paid
media pros videos campaign group since
that's where it lives and now we'll just
need to choose an objective so we can
keep moving forward and now we're going
to spend all of our time here in this
audiences section so first let's pretend
that you guys don't see the saved
audience's text right up at the very top
of the audience section for right now
let's ignore that and say that we want
to create an entire new target audience
that we know we're going to want to use
for lots and lots of campaigns down the
line since joe and i are going to be
toking directly to pbc professionals
throughout this entire video and the
whole channel hence paid media pros
let's go ahead and put together an
audience that's based on people who
actually work in ppc so i'm going to
scroll down a little bit to this who's
your target audience section and then
i'm going to jump into audience
attributes there are a lot of different
options here and if you're interested in
a full updated rundown for all the
linkedin ads targeting options for 2022
you can check that out at the top of the
screen right now but for the purposes of
this video i'm going to hop into job
experience i'm going to choose job
titles now i'm just going to start
searching for anything that has to do
with ppc paid search digital marketing
and see what comes up okay i have a
number of job titles in here and if i'm
being honest i'm not a huge fan of most
of them digital marketing manager search
marketing manager director of search
marketing all of this is great but you
have to remember that there are two
different types of search there's paid
search and organic search so these could
be the right people or they could mostly
be focused on the organic side so rather
than abandon this completely instead i'm
going to come down and narrow my
audience you'll notike that although it
got smaller the job title section is
still up here and then i'm going to come
down here and click audience attributes
again and i'm going to go back to job
experience click member skills and i'm
going to try to search for the same type
of ppc topics
that's a little bit better now i can
target the people who have those job
titles we toked about earlier but also
have skills and have been endorsed for
skills around paid social media
advertising facebook ads manager google
ads ppc bid management all these things
that took those slightly less specific
job titles and narrow the target
audience down from 150 000 to 88 000 so
i can feel a little bit more confident
that we're targeting people who are
actually going to be interested in the
paid advertising videos that we put
together for this channel the last thing
i'm going to do just as good due
diligence is to pop down here and i'm
going to turn off the enable audience
expansion so now i'm focused only on
these two pieces although that didn't
take a very long time to set up just a
couple of minutes a couple of searches
that would take a lot of time if we had
to keep iterating this campaign over and
over and over again maybe if we only run
one or two campaigns a year it's gonna
take an extra five or ten minutes that
sort of thing but if we were to run
different campaigns or different target
audiences multiple times or on a regular
basis this could add up to lots of hours
of simply clicking the exact same
options over and over again so now that
i have this audience built and i'm
fairly confident i'm going to want to
use it again i'm going to scroll down
here to the save audience section i'm
just going to click this and now
linkedin is going to pop up a window
that gives me the option to name and
describe the audience you've got 25 and
125 characters respectively i'm going to
give this a pretty basic name just so we
can know what it was now that i have
that i'll just click save you'll see
down in the bottom left that says your
audience has been successfully saved
otherwise there are no other indicators
that anything else has changed it all
looks the same if i were going to
actually launch a campaign i would go
through the rest of the setup choose my
ad format get my ads in place put all my
bids in there my budget and then launch
the campaign but i'm not going to do
that today because this is just a video
for the sake of example instead i want
to visit that section earlier that i
said we were all just going to ignore
and pretend like we didn't see so let's
scroll back up a little bit up to the
very top of the audience section now
you'll see here that the audience has
been labeled as ppc titles and skills
because that's what i named it but let's
say i got through all that and
remembered that i already had an
audience save that i wanted to use i can
come up here and click the saved
audiences button and here you'll see
that there are a handful of audiences
already in here the most recently used
is the ppc titles and skills that i just
created but there's also a ppc groups
audience in here as well and if i wanted
to change to that one all i'd have to do
is click ppc groups
linkedin will make sure that i want to
do that because when i click that button
and if i click ok the entire template
from that previous audience will be
added here and everything that i have
from the titles and skills audience i've
created will be removed that means
everything from the job titles or
education targeting all the way down to
your custom audiences even your
locations are going to be set different
so if you're ready to do that which i am
i'm going to click ok now everything is
going to be overwritten you'll see that
although the united states stayed the
same all of the types of targeting that
i had down below were gone and now only
the member groups section that was in
that saved audience is in place so it's
very easy to choose from that drop down
but one thing i do want to show you is
that the saved audiences list only
really showed the recently used section
there is a button down here at the
bottom that says see all audiences when
i clicked on that it brought me to this
saved audiences section of the linkedin
interface and this is the view that you
can't find anywhere else in the platform
that's what irritates me it's not in the
matched audiences section of the
audience manager i'll hop in there right
now and show you over on the left side
we can see that the data source is over
here and everything is based on the
company page an event a look-alike
audience a website audience there are no
sections for a saved audience in the
same way that there would be in facebook
ads so the only way that you can come up
and find the full list of saved
audiences is to click that see all
audiences button from the saved
audiences drop down additionally
facebook gives us lots of different
options to where we can edit those saved
audiences we can make changes to it all
that good stuff in linkedin we don't
have that if i come over here and i
decide that that ppc titles and skills
audience is not what i want i can click
the three dots here but all i'm allowed
to do is delete it i cannot edit things
so before you save an audience with a
specific name make sure that you double
check that it's exactly what you want it
to be and you are okay with any of the
different settings in place as a quick
note you can also come in and see all of
the linkedin saved audiences on this
audience template tab these are going to
be all the same that are from that
secondary drop down up at the top of the
audiences section just in case you
wanted a different way to look at them
but for now i'm going to hop into saved
audiences click my original titles and
skills and click select again it'll make
sure that i want to replace everything
which i do
although you can't edit a saved audience
in linkedin ads when you load your saved
audience here like i have the titles and
skills section i can make other
adjustments to it to customize it a bit
further for my needs for this specific
campaign let's say i wanted to expand
the location targeting to also include
the united kingdom and let's say i also
wanted to make sure that i was only
targeting companies that were under a
thousand employees so i would come down
here to the target audience section
click narrow
scroll down a bit
i go to the company targeting
scroll down a little bit more to company
size
and target only the companies who have
up to a thousand employees located in
them so now i have adjusted my audience
away tiknically from the titles and
skills group because i've adjusted it
and it's no longer the exact same and if
i scroll up underneath the audience
section you'll see that the audience
name is still here because that's what i
started with so you can't edit the saved
audience so that that's what would
pre-populate but you can make
adjustments to the saved audience after
you have applied it to your campaign
you'll see here that the audience went
from about a hundred and ten thousand
once i had the united kingdom added in
all the way down to seventy three
thousand because that company size piece
so although it is a little bit
frustrating that you can't change the
saved audience default settings you can
change it later on if you decide you
want to do that or you could simply
delete it create a new one and use the
same name with the right settings this
time for many of you who only use
linkedin occasionally and maybe only run
a couple of campaigns at a time this
might not be the greatest feature you've
ever seen but for those of you who are
really focused on your b2b targeting you
have a lot of different campaigns set up
with different calls to action different
formats different locations all trying
to target the same people this can
really save you a lot of time in
campaign setup and making sure that all
of your audience targeting is consistent
and have a lot less need for any type of
qa process to make sure you're targeting
all the same people across all those
campaigns i'm always really curious to
hear the extremely specific audiences
that people put together on any of the
ad platforms so if you've leveraged
these saved audiences and put together
something really cool or if you have any
follow-up questions to how to use saved
audiences or anything else on the
linkedin ads platform share it with us
in the comments below thanks for
watching our video if you thought it was
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