LinkedIn Ads Targeting Options in 2022
Published on: December 7 2022 by Paid Media Pros
LinkedIn Ads Targeting Options in 2022
Table of Contents
LinkedIn Ads Targeting Options in 2022
| startTime | durationTime | text |
| 00:00:00 | 00:00:05 | linkedin has the best set of b2b |
| 00:00:03 | 00:00:07 | targeting across all the major platforms |
| 00:00:05 | 00:00:10 | i think it's the first one i go to and |
| 00:00:07 | 00:00:12 | we've released a video toking about all |
| 00:00:10 | 00:00:14 | the targeting options available on the |
| 00:00:12 | 00:00:16 | platform in the past but just like |
| 00:00:14 | 00:00:17 | everything else in online marketing |
| 00:00:16 | 00:00:19 | things have changed the targeting |
| 00:00:17 | 00:00:21 | options have been updated so in this |
| 00:00:19 | 00:00:23 | video we want to give you a full rundown |
| 00:00:21 | 00:00:26 | of all of the linkedin ads targeting |
| 00:00:23 | 00:00:29 | options available as of january 2022 |
| 00:00:26 | 00:00:30 | i've gone ahead and created a staged |
| 00:00:29 | 00:00:33 | campaign |
| 00:00:30 | 00:00:34 | in our staging account so that we can |
| 00:00:33 | 00:00:37 | run through all the different targeting |
| 00:00:34 | 00:00:39 | options on linkedin all targeting |
| 00:00:37 | 00:00:41 | options live at the campaign level so |
| 00:00:39 | 00:00:43 | we're going to be in this one screen the |
| 00:00:41 | 00:00:45 | whole time and they're all pretty much |
| 00:00:43 | 00:00:47 | in the exact same area so they're all |
| 00:00:45 | 00:00:49 | going to be focused in this audience |
| 00:00:47 | 00:00:51 | section that's currently on the screen |
| 00:00:49 | 00:00:53 | right now the first couple of targeting |
| 00:00:51 | 00:00:55 | options available are actually right up |
| 00:00:53 | 00:00:57 | here next to the audience name that's |
| 00:00:55 | 00:01:00 | going to be saved audiences and linkedin |
| 00:00:57 | 00:01:02 | audiences the first one saved audiences |
| 00:01:00 | 00:01:04 | is pretty simple these are going to be |
| 00:01:02 | 00:01:07 | audiences that you've used and built |
| 00:01:04 | 00:01:09 | before and then saved you'll see down |
| 00:01:07 | 00:01:11 | here at the bottom of this audience |
| 00:01:09 | 00:01:13 | section if i scroll down far enough |
| 00:01:11 | 00:01:15 | there is the save audience button so |
| 00:01:13 | 00:01:17 | effectively this is going to be similar |
| 00:01:15 | 00:01:20 | to a facebook saved audience where you |
| 00:01:17 | 00:01:21 | can create an entire audience click save |
| 00:01:20 | 00:01:23 | and then it will be part of this drop |
| 00:01:21 | 00:01:25 | down anytime you want to use it so here |
| 00:01:23 | 00:01:27 | are a handful of different audiences |
| 00:01:25 | 00:01:30 | that we've set up before for different |
| 00:01:27 | 00:01:33 | accounts that we've used saved audiences |
| 00:01:30 | 00:01:36 | are great if you utilize lots of complex |
| 00:01:33 | 00:01:38 | targeting in your campaigns and you |
| 00:01:36 | 00:01:39 | don't want to always have to recreate |
| 00:01:38 | 00:01:41 | the audience each time you want to use |
| 00:01:39 | 00:01:44 | it this is a very easy way to be able to |
| 00:01:41 | 00:01:45 | recall audiences that you've used before |
| 00:01:44 | 00:01:47 | the second audience section is going to |
| 00:01:45 | 00:01:49 | be these linkedin audiences and these |
| 00:01:47 | 00:01:51 | are pretty cool if i click on the drop |
| 00:01:49 | 00:01:54 | down you can see here that each of these |
| 00:01:51 | 00:01:56 | has a theme that we lean into we can |
| 00:01:54 | 00:01:58 | target members with a bachelor's degree |
| 00:01:56 | 00:02:01 | expertise in biotik expertise in |
| 00:01:58 | 00:02:03 | computer science all of these are preset |
| 00:02:01 | 00:02:06 | audiences that if you wanted to utilize |
| 00:02:03 | 00:02:08 | anything that linkedin has already built |
| 00:02:06 | 00:02:10 | for you you can easily do that if you |
| 00:02:08 | 00:02:12 | need to target it decision makers or |
| 00:02:10 | 00:02:14 | people who are new to the job market |
| 00:02:12 | 00:02:16 | there's already an audience created for |
| 00:02:14 | 00:02:18 | that so before you jump in and build |
| 00:02:16 | 00:02:20 | your own it might be beneficial for you |
| 00:02:18 | 00:02:22 | to check out what the linkedin preset |
| 00:02:20 | 00:02:24 | audiences are okay enough of that now |
| 00:02:22 | 00:02:25 | let's get into how we actually build our |
| 00:02:24 | 00:02:27 | own audiences for that i'm going to |
| 00:02:25 | 00:02:29 | scroll down just a little bit the first |
| 00:02:27 | 00:02:32 | option that we have here is for |
| 00:02:29 | 00:02:34 | locations and we get to choose any |
| 00:02:32 | 00:02:36 | number of different regions around the |
| 00:02:34 | 00:02:38 | world to target users on linkedin if i |
| 00:02:36 | 00:02:40 | click this pencil you'll see here that |
| 00:02:38 | 00:02:42 | we've defaulted to the united states but |
| 00:02:40 | 00:02:44 | the first option you get to choose is |
| 00:02:42 | 00:02:46 | the type of location that they're in |
| 00:02:44 | 00:02:49 | it's either the recent or permanent |
| 00:02:46 | 00:02:50 | location or the permanent location so if |
| 00:02:49 | 00:02:52 | you're trying to find people who live in |
| 00:02:50 | 00:02:55 | a specific area probably a good idea to |
| 00:02:52 | 00:02:57 | focus on just permanent location but if |
| 00:02:55 | 00:03:00 | you're also open to anybody who has |
| 00:02:57 | 00:03:02 | recently visited the country or city or |
| 00:03:00 | 00:03:03 | state that you're trying to target you |
| 00:03:02 | 00:03:05 | can stik with the recent or permanent |
| 00:03:03 | 00:03:07 | location for now i'm going to take off |
| 00:03:05 | 00:03:09 | the united states just so we can get a |
| 00:03:07 | 00:03:12 | list started here so unlike before |
| 00:03:09 | 00:03:14 | linkedin does not start off with a |
| 00:03:12 | 00:03:16 | checklist of countries they just want |
| 00:03:14 | 00:03:18 | you to start typing i could type in |
| 00:03:16 | 00:03:20 | australia and you'll see here that i |
| 00:03:18 | 00:03:21 | have the option for australia australia |
| 00:03:20 | 00:03:24 | new zealand but then there are |
| 00:03:21 | 00:03:26 | individual regions and cities within |
| 00:03:24 | 00:03:28 | australia that i can start to target so |
| 00:03:26 | 00:03:31 | depending on where you are trying to |
| 00:03:28 | 00:03:32 | reach users on linkedin just start |
| 00:03:31 | 00:03:35 | typing what you want whether that's the |
| 00:03:32 | 00:03:36 | city state country name and it'll pop up |
| 00:03:35 | 00:03:37 | and then you just have to check the box |
| 00:03:36 | 00:03:39 | next to it i'm going to go ahead and |
| 00:03:37 | 00:03:41 | check australia here just so i don't |
| 00:03:39 | 00:03:43 | have to look at that error for the rest |
| 00:03:41 | 00:03:45 | of this video you'll then also be able |
| 00:03:43 | 00:03:47 | to exclude anybody based on their |
| 00:03:45 | 00:03:50 | location so if you want to target people |
| 00:03:47 | 00:03:52 | within australia but exclude a specific |
| 00:03:50 | 00:03:55 | city or region you can do that all of |
| 00:03:52 | 00:03:56 | the options for the exclusions for |
| 00:03:55 | 00:03:58 | location targeting are going to be the |
| 00:03:56 | 00:04:00 | same as they are for targeting since i |
| 00:03:58 | 00:04:02 | started messing with the location |
| 00:04:00 | 00:04:03 | targeting it's now changed the way that |
| 00:04:02 | 00:04:06 | the interface looks so i'm going to come |
| 00:04:03 | 00:04:07 | down here to the who is your target |
| 00:04:06 | 00:04:09 | section and this is where we're going to |
| 00:04:07 | 00:04:11 | spend pretty much the rest of the time |
| 00:04:09 | 00:04:13 | on this video so to start targeting |
| 00:04:11 | 00:04:14 | specific people i need to click this |
| 00:04:13 | 00:04:16 | narrow button and now the interface |
| 00:04:14 | 00:04:18 | looks a little bit more like it did |
| 00:04:16 | 00:04:20 | earlier there are two key ways that you |
| 00:04:18 | 00:04:22 | can target users on linkedin and they're |
| 00:04:20 | 00:04:25 | broken up by these first two brackets |
| 00:04:22 | 00:04:28 | here audiences is going to mean anybody |
| 00:04:25 | 00:04:30 | who is in a list that you have created |
| 00:04:28 | 00:04:33 | think of these as see over here a |
| 00:04:30 | 00:04:36 | retargeting list a look-alike a company |
| 00:04:33 | 00:04:39 | or contact upload list a third-party |
| 00:04:36 | 00:04:42 | audience something like a hubspot list |
| 00:04:39 | 00:04:42 | imported directly or some other type of |
| 00:04:42 | 00:04:44 | list |
| 00:04:42 | 00:04:47 | these all need to be taken care of in |
| 00:04:44 | 00:04:49 | the matched audiences section of the |
| 00:04:47 | 00:04:52 | linkedin interface and rather than jump |
| 00:04:49 | 00:04:54 | in there i'm instead going to jump into |
| 00:04:52 | 00:04:55 | the help artikle that is based on this |
| 00:04:54 | 00:04:56 | learn more about matched audiences |
| 00:04:55 | 00:04:59 | section |
| 00:04:56 | 00:05:01 | this gives a pretty good overview of the |
| 00:04:59 | 00:05:03 | types of audiences you can create on |
| 00:05:01 | 00:05:05 | linkedin so again you can upload a list |
| 00:05:03 | 00:05:07 | of companies or contacts if you already |
| 00:05:05 | 00:05:10 | know individual users you can then |
| 00:05:07 | 00:05:12 | retarget people based on the page they |
| 00:05:10 | 00:05:14 | visited on your website if they viewed a |
| 00:05:12 | 00:05:16 | video ad they engaged with your company |
| 00:05:14 | 00:05:19 | page or opened and submitted a lead gen |
| 00:05:16 | 00:05:21 | form or if they engaged in rsvp'd for |
| 00:05:19 | 00:05:23 | your linkedin event again we also have |
| 00:05:21 | 00:05:26 | the third party system integrations and |
| 00:05:23 | 00:05:27 | lookalike audiences available here so if |
| 00:05:26 | 00:05:29 | you want to target anybody based on |
| 00:05:27 | 00:05:32 | these types of criteria it's going to |
| 00:05:29 | 00:05:34 | live in the first section under |
| 00:05:32 | 00:05:37 | audiences in the platform |
| 00:05:34 | 00:05:38 | they're very easy to find so this is a |
| 00:05:37 | 00:05:40 | placeholder account so nothing's going |
| 00:05:38 | 00:05:43 | to be up to date but if i just click on |
| 00:05:40 | 00:05:44 | retargeting i'll then click on website |
| 00:05:43 | 00:05:46 | because that is one audience we have |
| 00:05:44 | 00:05:48 | created here and you'll see here it's |
| 00:05:46 | 00:05:50 | archived but to opt into an audience all |
| 00:05:48 | 00:05:52 | you have to do is check the box and then |
| 00:05:50 | 00:05:54 | your forecasting results will change to |
| 00:05:52 | 00:05:56 | reflect how many users are in that |
| 00:05:54 | 00:05:58 | section but since this list is archived |
| 00:05:56 | 00:05:59 | it's not going to do anything so i'll |
| 00:05:58 | 00:06:01 | just uncheck that and then head back to |
| 00:05:59 | 00:06:03 | the beginning the second major category |
| 00:06:01 | 00:06:05 | of audiences are going to be the |
| 00:06:03 | 00:06:08 | audience attributes so these are going |
| 00:06:05 | 00:06:10 | to be all targeting types that are not |
| 00:06:08 | 00:06:12 | based on an audience that you have |
| 00:06:10 | 00:06:14 | already created if i click on this |
| 00:06:12 | 00:06:15 | you'll see that there are five main |
| 00:06:14 | 00:06:17 | categories we're going to go through |
| 00:06:15 | 00:06:20 | each of them i will try to give enough |
| 00:06:17 | 00:06:22 | of an overview without spending too |
| 00:06:20 | 00:06:24 | terribly much time otherwise this video |
| 00:06:22 | 00:06:26 | could be hours long the first set of |
| 00:06:24 | 00:06:28 | attributes lets you target users on |
| 00:06:26 | 00:06:31 | linkedin based on information about |
| 00:06:28 | 00:06:32 | their company so if i click on this you |
| 00:06:31 | 00:06:34 | can see there are a number of different |
| 00:06:32 | 00:06:36 | sections here and there are even some |
| 00:06:34 | 00:06:38 | that are hidden down below so let's go |
| 00:06:36 | 00:06:41 | through each of these the company |
| 00:06:38 | 00:06:44 | category is defined as the category that |
| 00:06:41 | 00:06:46 | a company falls into they're defined |
| 00:06:44 | 00:06:49 | based on publications and industry lists |
| 00:06:46 | 00:06:51 | that fall into specific market segments |
| 00:06:49 | 00:06:53 | so if i click on this section you might |
| 00:06:51 | 00:06:54 | start to recognize some of these names |
| 00:06:53 | 00:06:57 | the first one is the world's most |
| 00:06:54 | 00:06:59 | innovative companies list from forbes |
| 00:06:57 | 00:07:02 | we've got the fortune 100 fast growing |
| 00:06:59 | 00:07:04 | companies fortune 1000 500 global 500 |
| 00:07:02 | 00:07:06 | and then there are a number of different |
| 00:07:04 | 00:07:09 | linkedin news editors top companies |
| 00:07:06 | 00:07:12 | based on country levels and news editors |
| 00:07:09 | 00:07:14 | top startups so if your companies fall |
| 00:07:12 | 00:07:15 | into these categories and you're |
| 00:07:14 | 00:07:17 | interested in targeting these users you |
| 00:07:15 | 00:07:19 | can do that i remember one of the ways |
| 00:07:17 | 00:07:22 | that we used to target people was the |
| 00:07:19 | 00:07:25 | fortune 500 list and we had to upload a |
| 00:07:22 | 00:07:27 | company contacts list to get there now |
| 00:07:25 | 00:07:29 | there's just a checkbox and it's very |
| 00:07:27 | 00:07:31 | easy to opt into this the next section |
| 00:07:29 | 00:07:33 | under company is going to be company |
| 00:07:31 | 00:07:36 | connections and these will reach the |
| 00:07:33 | 00:07:38 | first degree connections of employees at |
| 00:07:36 | 00:07:40 | the companies you select so you're not |
| 00:07:38 | 00:07:42 | targeting the employees who work at a |
| 00:07:40 | 00:07:44 | specific company you are targeting the |
| 00:07:42 | 00:07:46 | first degree connections of those |
| 00:07:44 | 00:07:48 | employees so if that's something |
| 00:07:46 | 00:07:50 | interesting to you you can utilize this |
| 00:07:48 | 00:07:51 | company connections piece all companies |
| 00:07:50 | 00:07:54 | will only be available here if they have |
| 00:07:51 | 00:07:58 | over 500 users available so think of the |
| 00:07:54 | 00:07:59 | big names like nike mcdonald's walmart |
| 00:07:58 | 00:08:02 | lots of different companies have over |
| 00:07:59 | 00:08:04 | 500 employees you can target their first |
| 00:08:02 | 00:08:05 | degree connections on here if that would |
| 00:08:04 | 00:08:08 | be beneficial for you next is the |
| 00:08:05 | 00:08:10 | company follower of section and this |
| 00:08:08 | 00:08:12 | allows you to reach the followers of |
| 00:08:10 | 00:08:15 | your company page this could be either |
| 00:08:12 | 00:08:18 | your personal company page where you |
| 00:08:15 | 00:08:20 | work or if you work on other companies |
| 00:08:18 | 00:08:22 | accounts either as a freelancer or as an |
| 00:08:20 | 00:08:24 | agency you'll be able to target them |
| 00:08:22 | 00:08:26 | based on that company's page as well |
| 00:08:24 | 00:08:29 | this is effectively like targeting your |
| 00:08:26 | 00:08:31 | page like audience on facebook the only |
| 00:08:29 | 00:08:33 | thing is that your ads account must be |
| 00:08:31 | 00:08:35 | associated with your company page to |
| 00:08:33 | 00:08:37 | leverage this type of targeting option |
| 00:08:35 | 00:08:40 | next is going to be growth rate which is |
| 00:08:37 | 00:08:43 | pretty cool it toks about the numbers |
| 00:08:40 | 00:08:45 | of employees based on their linkedin |
| 00:08:43 | 00:08:48 | profiles so you can target companies |
| 00:08:45 | 00:08:50 | that have negative growth anything up to |
| 00:08:48 | 00:08:53 | 20 plus growth and this just means that |
| 00:08:50 | 00:08:56 | the organizations had 20 percent plus |
| 00:08:53 | 00:08:58 | growth in the employee rate |
| 00:08:56 | 00:08:59 | based on the linkedin profile over the |
| 00:08:58 | 00:09:01 | past year so if you're trying to find |
| 00:08:59 | 00:09:03 | companies that are growing or |
| 00:09:01 | 00:09:04 | specifically companies that are not |
| 00:09:03 | 00:09:06 | growing this is a great way to reach |
| 00:09:04 | 00:09:09 | them we've only got a few more in this |
| 00:09:06 | 00:09:11 | company section and they're relatively |
| 00:09:09 | 00:09:13 | simple next is industries and it's |
| 00:09:11 | 00:09:14 | pretty self-explanatory just depends on |
| 00:09:13 | 00:09:16 | what industry you're trying to reach |
| 00:09:14 | 00:09:18 | users in could be construction which |
| 00:09:16 | 00:09:21 | then has subcategories in it or it could |
| 00:09:18 | 00:09:23 | be the arts again more subcategories |
| 00:09:21 | 00:09:25 | there's a lot of different industries |
| 00:09:23 | 00:09:27 | you can target people on just based on |
| 00:09:25 | 00:09:29 | how the company they work for is |
| 00:09:27 | 00:09:31 | categorized look through this list see |
| 00:09:29 | 00:09:33 | if anything makes sense to you next is |
| 00:09:31 | 00:09:35 | going to be the easiest one this is |
| 00:09:33 | 00:09:37 | company names this means targeting |
| 00:09:35 | 00:09:39 | people who work at specific companies so |
| 00:09:37 | 00:09:40 | again you're not targeting the |
| 00:09:39 | 00:09:42 | connections of those employees you're |
| 00:09:40 | 00:09:44 | actually targeting the people who work |
| 00:09:42 | 00:09:46 | at specific companies so if you're |
| 00:09:44 | 00:09:48 | trying to come up with an account based |
| 00:09:46 | 00:09:49 | marketing strategy this is likely the |
| 00:09:48 | 00:09:52 | way that you would want to go and the |
| 00:09:49 | 00:09:54 | last two on here are revenue and company |
| 00:09:52 | 00:09:56 | size so the revenue information is just |
| 00:09:54 | 00:09:59 | going to be based on how much revenue |
| 00:09:56 | 00:10:00 | the company earned the previous year so |
| 00:09:59 | 00:10:02 | you can target anybody from under a |
| 00:10:00 | 00:10:04 | million all the way up to a billion plus |
| 00:10:02 | 00:10:06 | i believe all of this is generated just |
| 00:10:04 | 00:10:07 | based on public information if you're |
| 00:10:06 | 00:10:09 | trying to target people who have a |
| 00:10:07 | 00:10:12 | specific amount of revenue you can start |
| 00:10:09 | 00:10:14 | to do that these lists are relatively |
| 00:10:12 | 00:10:16 | inflexible there's only five options but |
| 00:10:14 | 00:10:19 | who knows maybe you're just really into |
| 00:10:16 | 00:10:20 | the 10 to 100 million revenue company |
| 00:10:19 | 00:10:23 | size and then the last one is going to |
| 00:10:20 | 00:10:25 | be based on actual company size which is |
| 00:10:23 | 00:10:26 | determined based on employee count so |
| 00:10:25 | 00:10:29 | you can see that it's going to be either |
| 00:10:26 | 00:10:31 | myself only two to ten employees all the |
| 00:10:29 | 00:10:34 | way up these different ranges to 10 000 |
| 00:10:31 | 00:10:36 | one plus employees so depending on what |
| 00:10:34 | 00:10:37 | type of company size you're looking for |
| 00:10:36 | 00:10:38 | that's going to be the best group that |
| 00:10:37 | 00:10:41 | you can go after now i went through |
| 00:10:38 | 00:10:43 | those each pretty specifically because |
| 00:10:41 | 00:10:45 | they're the only section where you can |
| 00:10:43 | 00:10:47 | target users based on the company that |
| 00:10:45 | 00:10:49 | they work for the remaining four |
| 00:10:47 | 00:10:51 | categories are going to be based |
| 00:10:49 | 00:10:54 | exclusively on the user themselves and |
| 00:10:51 | 00:10:56 | it's not going to be based on the |
| 00:10:54 | 00:10:57 | company that they work for so the first |
| 00:10:56 | 00:10:59 | group here is going to be demographics |
| 00:10:57 | 00:11:01 | you can target people based on their age |
| 00:10:59 | 00:11:03 | and gender again these are going to be |
| 00:11:01 | 00:11:06 | just options that you can check into and |
| 00:11:03 | 00:11:07 | i believe you still have to check a |
| 00:11:06 | 00:11:09 | non-discriminatory box that says that |
| 00:11:07 | 00:11:12 | you will not discriminate based on |
| 00:11:09 | 00:11:14 | people's age or gender so if you need to |
| 00:11:12 | 00:11:17 | focus only on users who are older or if |
| 00:11:14 | 00:11:18 | you're trying to target only men this is |
| 00:11:17 | 00:11:20 | going to be the best way to do it but |
| 00:11:18 | 00:11:23 | overall i think that this type of |
| 00:11:20 | 00:11:25 | targeting probably isn't as valuable on |
| 00:11:23 | 00:11:28 | linkedin as it is on other platforms |
| 00:11:25 | 00:11:30 | where you might be more targeting to d2c |
| 00:11:28 | 00:11:32 | type of products as opposed to business |
| 00:11:30 | 00:11:33 | to business type of solutions next is |
| 00:11:32 | 00:11:36 | going to be the education section and |
| 00:11:33 | 00:11:39 | this is going to be based on the user's |
| 00:11:36 | 00:11:41 | degrees field of study or member schools |
| 00:11:39 | 00:11:43 | so if we come over here and check out |
| 00:11:41 | 00:11:45 | the degrees you basically just get to |
| 00:11:43 | 00:11:47 | start typing in things and see what |
| 00:11:45 | 00:11:49 | comes up that's going to be how most of |
| 00:11:47 | 00:11:51 | these education sections are |
| 00:11:49 | 00:11:53 | for field of study again you can |
| 00:11:51 | 00:11:56 | determine if you wanted them to study |
| 00:11:53 | 00:11:57 | economics or marketing or business you |
| 00:11:56 | 00:11:59 | just have to simply search and see what |
| 00:11:57 | 00:12:01 | comes up and the last one is going to be |
| 00:11:59 | 00:12:03 | member schools so this is going to be |
| 00:12:01 | 00:12:05 | the same sort of thing what university |
| 00:12:03 | 00:12:07 | did they go to what school did they go |
| 00:12:05 | 00:12:10 | to what type of educational material do |
| 00:12:07 | 00:12:12 | they have associated with their linkedin |
| 00:12:10 | 00:12:14 | profile come in here search for it and |
| 00:12:12 | 00:12:17 | you'll be on your way anything based on |
| 00:12:14 | 00:12:20 | education i've seen work best if you're |
| 00:12:17 | 00:12:22 | trying to recruit new users for a job |
| 00:12:20 | 00:12:24 | opportunity and they need to have some |
| 00:12:22 | 00:12:26 | level of education in the field |
| 00:12:24 | 00:12:28 | beforehand or it could also be very |
| 00:12:26 | 00:12:31 | useful if you want to make sure you're |
| 00:12:28 | 00:12:34 | advertising a call to action maybe a |
| 00:12:31 | 00:12:36 | white paper or an industry report to |
| 00:12:34 | 00:12:38 | somebody who can actually read that |
| 00:12:36 | 00:12:39 | industry report we'll get into job |
| 00:12:38 | 00:12:41 | experience and their interests and |
| 00:12:39 | 00:12:44 | traits here in just a minute but the |
| 00:12:41 | 00:12:46 | education level and their field of study |
| 00:12:44 | 00:12:48 | could also be useful to make sure that |
| 00:12:46 | 00:12:49 | whatever call to action or asset you're |
| 00:12:48 | 00:12:51 | putting in front of them they can |
| 00:12:49 | 00:12:54 | actually read digest and understand next |
| 00:12:51 | 00:12:56 | is going to be focused on job experience |
| 00:12:54 | 00:12:58 | here we're starting to get into the |
| 00:12:56 | 00:13:00 | user's job history and based on |
| 00:12:58 | 00:13:02 | different things that they've done for |
| 00:13:00 | 00:13:04 | their job and how their jobs are |
| 00:13:02 | 00:13:07 | categorized on linkedin so the first is |
| 00:13:04 | 00:13:09 | going to be their job function and this |
| 00:13:07 | 00:13:12 | is based on common tasks or activities |
| 00:13:09 | 00:13:13 | undertaken within their job position so |
| 00:13:12 | 00:13:16 | if i click on this you can see that they |
| 00:13:13 | 00:13:18 | have a number of different high level |
| 00:13:16 | 00:13:21 | types of categories that can be done |
| 00:13:18 | 00:13:22 | within pretty much any company somebody |
| 00:13:21 | 00:13:24 | could be in the accounting department |
| 00:13:22 | 00:13:26 | administrative business development |
| 00:13:24 | 00:13:29 | consulting there's lots of different |
| 00:13:26 | 00:13:32 | groups available in here engineering |
| 00:13:29 | 00:13:33 | finance legal marketing operations any |
| 00:13:32 | 00:13:36 | of these are going to be different |
| 00:13:33 | 00:13:37 | functions that people can fulfill within |
| 00:13:36 | 00:13:40 | a company so if you know that you're |
| 00:13:37 | 00:13:41 | trying to target somebody who is in |
| 00:13:40 | 00:13:43 | purchasing for example if you know |
| 00:13:41 | 00:13:45 | you're trying to target them this would |
| 00:13:43 | 00:13:47 | be a great targeting option to use to |
| 00:13:45 | 00:13:50 | narrow down to just those folks who are |
| 00:13:47 | 00:13:52 | in the purchasing area of a company even |
| 00:13:50 | 00:13:54 | if other aspects of their linkedin |
| 00:13:52 | 00:13:56 | profile might not lend them to be as |
| 00:13:54 | 00:13:58 | easily found like job title or something |
| 00:13:56 | 00:14:00 | like that the next targeting option we |
| 00:13:58 | 00:14:01 | have under job experience is going to be |
| 00:14:00 | 00:14:03 | the seniority |
| 00:14:01 | 00:14:06 | what is their rank within the company |
| 00:14:03 | 00:14:08 | for that role are they unpaid are they |
| 00:14:06 | 00:14:11 | an entry level person are they a senior |
| 00:14:08 | 00:14:13 | manager director all the way up to the |
| 00:14:11 | 00:14:16 | vp the partner and owner of the company |
| 00:14:13 | 00:14:20 | or the cxo cxo effectively means they |
| 00:14:16 | 00:14:23 | can be the ceo the coo the cfo all the |
| 00:14:20 | 00:14:26 | different types of c something o sweet |
| 00:14:23 | 00:14:27 | within a company cxo is not necessarily |
| 00:14:26 | 00:14:29 | a specific thing but just tells you |
| 00:14:27 | 00:14:31 | these are going to be the people at the |
| 00:14:29 | 00:14:32 | c level within a company these can be |
| 00:14:31 | 00:14:35 | helpful if you're trying to find |
| 00:14:32 | 00:14:37 | somebody who is a decision maker or |
| 00:14:35 | 00:14:39 | somebody who is middle management you |
| 00:14:37 | 00:14:40 | can kind of utilize these in a linear |
| 00:14:39 | 00:14:42 | fashion to know kind of who's at the |
| 00:14:40 | 00:14:44 | bottom of the totem pole all the way up |
| 00:14:42 | 00:14:46 | to who owns the company and who really |
| 00:14:44 | 00:14:48 | decides what's going on there the next |
| 00:14:46 | 00:14:51 | option is going to be focused on job |
| 00:14:48 | 00:14:53 | titles this is a very popular type of |
| 00:14:51 | 00:14:56 | targeting on linkedin because people |
| 00:14:53 | 00:14:58 | love targeting based on job titles it's |
| 00:14:56 | 00:15:00 | easy to find the right types of folks if |
| 00:14:58 | 00:15:02 | you want to find a vice president of |
| 00:15:00 | 00:15:04 | marketing you just have to start typing |
| 00:15:02 | 00:15:06 | in and the list will come up so you can |
| 00:15:04 | 00:15:08 | check the box next to vice president of |
| 00:15:06 | 00:15:10 | marketing vice president of marketing |
| 00:15:08 | 00:15:12 | and business development strategic |
| 00:15:10 | 00:15:14 | marketing and worldwide marketing there |
| 00:15:12 | 00:15:16 | are a number of different job titles |
| 00:15:14 | 00:15:19 | associated with just vp of marketing the |
| 00:15:16 | 00:15:21 | only drawback or hesitations that i |
| 00:15:19 | 00:15:23 | would say about job title targeting is |
| 00:15:21 | 00:15:25 | that one because they are so common |
| 00:15:23 | 00:15:27 | people like to use them a lot they're |
| 00:15:25 | 00:15:30 | also very expensive they are one of if |
| 00:15:27 | 00:15:32 | not the most expensive type of targeting |
| 00:15:30 | 00:15:34 | on linkedin so know that if you use job |
| 00:15:32 | 00:15:35 | titles you're probably going to be |
| 00:15:34 | 00:15:38 | paying a premium as opposed to using |
| 00:15:35 | 00:15:39 | other types of targeting and the second |
| 00:15:38 | 00:15:42 | is that there are many people who have |
| 00:15:39 | 00:15:44 | uncommon job titles i've seen job titles |
| 00:15:42 | 00:15:48 | that simply do not fit into any of the |
| 00:15:44 | 00:15:51 | categories that linkedin has they do try |
| 00:15:48 | 00:15:53 | and bucket them appropriately based on |
| 00:15:51 | 00:15:55 | the words and the context that sort of |
| 00:15:53 | 00:15:56 | thing but if somebody has a really silly |
| 00:15:55 | 00:15:58 | job title they're probably not going to |
| 00:15:56 | 00:16:00 | find their way into the list the way |
| 00:15:58 | 00:16:02 | you'd want it to be and then lastly as |
| 00:16:00 | 00:16:04 | you can see here i typed in a specific |
| 00:16:02 | 00:16:07 | job title and it gave me just a check |
| 00:16:04 | 00:16:09 | box of different job titles to utilize i |
| 00:16:07 | 00:16:11 | can't type in some of those funky job |
| 00:16:09 | 00:16:14 | titles or even ones that are slightly |
| 00:16:11 | 00:16:16 | off and find everything that i want on |
| 00:16:14 | 00:16:18 | here although they are very popular and |
| 00:16:16 | 00:16:21 | can help you find the right folks you're |
| 00:16:18 | 00:16:23 | not always going to have 100 coverage |
| 00:16:21 | 00:16:24 | through just job title targeting okay |
| 00:16:23 | 00:16:26 | that's enough of the caveats for job |
| 00:16:24 | 00:16:28 | titles let's hop back into job |
| 00:16:26 | 00:16:29 | experience and go through the last two |
| 00:16:28 | 00:16:32 | sections here the first is going to be |
| 00:16:29 | 00:16:34 | member skills which are which are |
| 00:16:32 | 00:16:35 | different areas of expertise that people |
| 00:16:34 | 00:16:37 | have based on these skills and |
| 00:16:35 | 00:16:39 | endorsement section of their profile |
| 00:16:37 | 00:16:42 | skills mentioned in their profile text |
| 00:16:39 | 00:16:44 | or inferred based on the other |
| 00:16:42 | 00:16:46 | information in their profile so if we |
| 00:16:44 | 00:16:47 | click on member skills it'll be the same |
| 00:16:46 | 00:16:50 | type of thing here but you can see some |
| 00:16:47 | 00:16:51 | examples where you have to just start |
| 00:16:50 | 00:16:53 | typing the types of skills you want |
| 00:16:51 | 00:16:54 | somebody to have and it'll hopefully |
| 00:16:53 | 00:16:56 | show up in your list if you need |
| 00:16:54 | 00:16:59 | somebody to be proficient at microsoft |
| 00:16:56 | 00:17:01 | excel or project management or program |
| 00:16:59 | 00:17:02 | management just start typing those in as |
| 00:17:01 | 00:17:05 | you can see the examples here and see |
| 00:17:02 | 00:17:07 | what pops up and the last is going to be |
| 00:17:05 | 00:17:09 | the years of experience and this is |
| 00:17:07 | 00:17:10 | going to be based on the years of |
| 00:17:09 | 00:17:13 | professional experience they've |
| 00:17:10 | 00:17:15 | accumulated over their career so any |
| 00:17:13 | 00:17:17 | gaps in the experience are not counted |
| 00:17:15 | 00:17:18 | and they don't double count overlapping |
| 00:17:17 | 00:17:20 | positions so this is going to be a |
| 00:17:18 | 00:17:23 | pretty easy drop down here that we can |
| 00:17:20 | 00:17:26 | use saying that somebody has either one |
| 00:17:23 | 00:17:28 | year up to any number of years on the |
| 00:17:26 | 00:17:30 | low end and up to 12 plus years |
| 00:17:28 | 00:17:32 | experience so if you want somebody to |
| 00:17:30 | 00:17:34 | have had at least four years experience |
| 00:17:32 | 00:17:35 | but you're happy to have more than that |
| 00:17:34 | 00:17:37 | here's how you would set that up again |
| 00:17:35 | 00:17:39 | i'm going to remove this just because we |
| 00:17:37 | 00:17:41 | don't need it and then start to hop back |
| 00:17:39 | 00:17:43 | so rather than job experience now we're |
| 00:17:41 | 00:17:45 | going to move down to the last section |
| 00:17:43 | 00:17:46 | down here which is going to be interests |
| 00:17:45 | 00:17:49 | and traits and this is going to be |
| 00:17:46 | 00:17:51 | different from skills insofar as we are |
| 00:17:49 | 00:17:54 | targeting people based on their direct |
| 00:17:51 | 00:17:56 | or inferred interests traits or |
| 00:17:54 | 00:17:59 | professional groups they may belong to |
| 00:17:56 | 00:18:00 | on the platform so let's click into this |
| 00:17:59 | 00:18:02 | and now there are three different ways |
| 00:18:00 | 00:18:04 | that we can target people the first is |
| 00:18:02 | 00:18:07 | probably my favorite is based on member |
| 00:18:04 | 00:18:09 | groups and you effectively just get a |
| 00:18:07 | 00:18:12 | text box to where you can start typing |
| 00:18:09 | 00:18:13 | in different group names and target |
| 00:18:12 | 00:18:15 | people based on the groups that they're |
| 00:18:13 | 00:18:17 | a part of so let's just say i want to |
| 00:18:15 | 00:18:18 | target people who are looking into |
| 00:18:17 | 00:18:20 | finance now you can start to see all |
| 00:18:18 | 00:18:21 | these different groups that have popped |
| 00:18:20 | 00:18:24 | up and if i want to see information |
| 00:18:21 | 00:18:27 | about it this tells me that finance club |
| 00:18:24 | 00:18:29 | has 1.5 million users around the world |
| 00:18:27 | 00:18:30 | and then each of these different groups |
| 00:18:29 | 00:18:32 | you just hover over the question mark |
| 00:18:30 | 00:18:34 | it'll tell you how many members are |
| 00:18:32 | 00:18:35 | associated with it so if you wanted to |
| 00:18:34 | 00:18:38 | target all the people who are in this |
| 00:18:35 | 00:18:40 | finance job seekers group you could |
| 00:18:38 | 00:18:43 | target all 69 000 of them groups are a |
| 00:18:40 | 00:18:46 | great way to try and overcome some of |
| 00:18:43 | 00:18:48 | the overuse of job title or job function |
| 00:18:46 | 00:18:51 | targeting because people usually opt |
| 00:18:48 | 00:18:52 | into groups on linkedin that have |
| 00:18:51 | 00:18:54 | something to do with their job and |
| 00:18:52 | 00:18:56 | they're trying to learn from other |
| 00:18:54 | 00:18:58 | people who are in a similar space so |
| 00:18:56 | 00:19:00 | groups can be a good way to find users |
| 00:18:58 | 00:19:02 | based on things that they're probably |
| 00:19:00 | 00:19:04 | thinking about while also at work that |
| 00:19:02 | 00:19:06 | don't have to be quite as expensive as |
| 00:19:04 | 00:19:08 | those job title areas aside from member |
| 00:19:06 | 00:19:10 | groups the next one we had was going to |
| 00:19:08 | 00:19:12 | be interests and these are going to be |
| 00:19:10 | 00:19:14 | broken into general or product interests |
| 00:19:12 | 00:19:16 | so let's go into general first now we |
| 00:19:14 | 00:19:18 | can start seeing that these look |
| 00:19:16 | 00:19:20 | relatively similar to a number of the |
| 00:19:18 | 00:19:22 | industries that were there so if they're |
| 00:19:20 | 00:19:24 | interested in sales and retail tik all |
| 00:19:22 | 00:19:26 | that you can check the box next to |
| 00:19:24 | 00:19:28 | tiknology or if i can get that stupid |
| 00:19:26 | 00:19:30 | pop-up to go away you can click into the |
| 00:19:28 | 00:19:32 | tiknology space and you'll see that |
| 00:19:30 | 00:19:35 | there are different categories of |
| 00:19:32 | 00:19:36 | artificial intelligence biotik computer |
| 00:19:35 | 00:19:38 | software and again there are further |
| 00:19:36 | 00:19:40 | categories here so you can find lots of |
| 00:19:38 | 00:19:42 | different interests that people have so |
| 00:19:40 | 00:19:45 | overall these are going to be based on |
| 00:19:42 | 00:19:47 | just the information that they digest on |
| 00:19:45 | 00:19:49 | linkedin overall it's relatively general |
| 00:19:47 | 00:19:51 | based on the name and then the second |
| 00:19:49 | 00:19:52 | option we have here is going to be on |
| 00:19:51 | 00:19:55 | product interests and here's where you |
| 00:19:52 | 00:19:56 | can start to find people based on their |
| 00:19:55 | 00:19:58 | experience on the platform are they |
| 00:19:56 | 00:20:01 | looking for cloud security software |
| 00:19:58 | 00:20:04 | collaboration software human resources |
| 00:20:01 | 00:20:06 | software sales shipping software lots of |
| 00:20:04 | 00:20:08 | different software options that you can |
| 00:20:06 | 00:20:09 | find on here but if they're looking for |
| 00:20:08 | 00:20:12 | these things and linkedin already has |
| 00:20:09 | 00:20:14 | them categorized and you sell accounting |
| 00:20:12 | 00:20:16 | software this is probably a pretty great |
| 00:20:14 | 00:20:18 | section of people to try and target okay |
| 00:20:16 | 00:20:20 | we're coming close to the end here let's |
| 00:20:18 | 00:20:21 | hop back into interests and traits and |
| 00:20:20 | 00:20:22 | we're going to go over traits which is |
| 00:20:21 | 00:20:24 | going to be the last group that we have |
| 00:20:22 | 00:20:26 | here these are going to be based on |
| 00:20:24 | 00:20:28 | different traits people have like if |
| 00:20:26 | 00:20:30 | they're a frequent traveler they use a |
| 00:20:28 | 00:20:32 | desktop or if they're open to education |
| 00:20:30 | 00:20:34 | so if we click in here these are going |
| 00:20:32 | 00:20:36 | to be more of the preset options but we |
| 00:20:34 | 00:20:40 | can see people who are making career |
| 00:20:36 | 00:20:42 | changes expats frequent contributors |
| 00:20:40 | 00:20:44 | travelers job seekers all these |
| 00:20:42 | 00:20:46 | different options here these are pretty |
| 00:20:44 | 00:20:48 | cool recently promoted recently |
| 00:20:46 | 00:20:50 | relocated or recently switched jobs and |
| 00:20:48 | 00:20:52 | there are different subcategories within |
| 00:20:50 | 00:20:54 | a number of these so recently located |
| 00:20:52 | 00:20:57 | you can see people who relocated to a |
| 00:20:54 | 00:21:00 | similar domestik job or somebody who |
| 00:20:57 | 00:21:01 | relocated to a new international job |
| 00:21:00 | 00:21:03 | lots of different categories that we can |
| 00:21:01 | 00:21:04 | have here and then again device |
| 00:21:03 | 00:21:06 | preferences is something that took a |
| 00:21:04 | 00:21:08 | very long time to get on the linkedin |
| 00:21:06 | 00:21:09 | platform so if you're trying to target |
| 00:21:08 | 00:21:13 | people based on the devices that they |
| 00:21:09 | 00:21:15 | prefer to use you can find the laptop |
| 00:21:13 | 00:21:18 | and desktop users as well as mobile |
| 00:21:15 | 00:21:20 | users now in my experience this does not |
| 00:21:18 | 00:21:22 | translate directly to targeting people |
| 00:21:20 | 00:21:24 | just on mobile devices versus desktop |
| 00:21:22 | 00:21:27 | and laptop users but it does help to |
| 00:21:24 | 00:21:28 | narrow down based on the different types |
| 00:21:27 | 00:21:31 | of platforms that people have so if |
| 00:21:28 | 00:21:33 | somebody's on linux mac versus windows |
| 00:21:31 | 00:21:35 | you can set up those different targeting |
| 00:21:33 | 00:21:37 | options and the same thing would be true |
| 00:21:35 | 00:21:40 | for the mobile users you can target |
| 00:21:37 | 00:21:41 | people who prefer android as opposed to |
| 00:21:40 | 00:21:44 | any type of apple device which is |
| 00:21:41 | 00:21:45 | interesting that they have the subset of |
| 00:21:44 | 00:21:47 | mac for desktop but they don't for |
| 00:21:45 | 00:21:49 | mobile test out these different device |
| 00:21:47 | 00:21:51 | preferences and see if they help out the |
| 00:21:49 | 00:21:53 | way that you really want them to to |
| 00:21:51 | 00:21:54 | close out this video there are just two |
| 00:21:53 | 00:21:56 | additional things that we have here so |
| 00:21:54 | 00:21:58 | we just went through all the targeting |
| 00:21:56 | 00:22:00 | options based on audiences and the |
| 00:21:58 | 00:22:02 | attributes that we can use any of those |
| 00:22:00 | 00:22:05 | are also available to be part of an |
| 00:22:02 | 00:22:06 | excluded group if you saw any of these |
| 00:22:05 | 00:22:08 | that you thought okay i'd really like to |
| 00:22:06 | 00:22:10 | target somebody who has this job |
| 00:22:08 | 00:22:12 | experience but i don't want to target |
| 00:22:10 | 00:22:14 | somebody who's in this member group you |
| 00:22:12 | 00:22:16 | can use that group to exclude somebody |
| 00:22:14 | 00:22:18 | in the exact same way that you would |
| 00:22:16 | 00:22:20 | have targeted them in this upper section |
| 00:22:18 | 00:22:22 | here so any of these options are also |
| 00:22:20 | 00:22:23 | available for exclusion and the last |
| 00:22:22 | 00:22:26 | piece is going to be this audience |
| 00:22:23 | 00:22:28 | expansion effectively this is going to |
| 00:22:26 | 00:22:30 | let linkedin reach people similar to |
| 00:22:28 | 00:22:32 | your target audience based on the |
| 00:22:30 | 00:22:34 | attributes that they have like job |
| 00:22:32 | 00:22:37 | titles companies or skills but they |
| 00:22:34 | 00:22:39 | weren't explicitly included as a part of |
| 00:22:37 | 00:22:41 | the criteria that you have here think of |
| 00:22:39 | 00:22:43 | the different job title things that i |
| 00:22:41 | 00:22:45 | toked about where not every single job |
| 00:22:43 | 00:22:47 | title is going to fit perfectly within |
| 00:22:45 | 00:22:49 | the different categories linkedin has |
| 00:22:47 | 00:22:52 | audience expansion can help you find |
| 00:22:49 | 00:22:53 | people who have those similar job titles |
| 00:22:52 | 00:22:55 | who don't really fall into the same |
| 00:22:53 | 00:22:57 | bucket but it's also still reaching |
| 00:22:55 | 00:22:59 | outside of the target audience that |
| 00:22:57 | 00:23:01 | you've set up in some accounts i see |
| 00:22:59 | 00:23:04 | audience expansion working really well |
| 00:23:01 | 00:23:06 | in others not so much i think it's more |
| 00:23:04 | 00:23:08 | a function of the type of call to action |
| 00:23:06 | 00:23:09 | that you have the type of industry |
| 00:23:08 | 00:23:12 | you're trying to target the different |
| 00:23:09 | 00:23:14 | users at different companies can behave |
| 00:23:12 | 00:23:15 | differently audience expansion is not |
| 00:23:14 | 00:23:18 | something i would categorically say is a |
| 00:23:15 | 00:23:20 | good thing or a bad thing but maybe keep |
| 00:23:18 | 00:23:21 | it off for launching new campaigns and |
| 00:23:20 | 00:23:24 | if you're seeing good performance and |
| 00:23:21 | 00:23:25 | you can't think of anything else to add |
| 00:23:24 | 00:23:27 | but you want to grow the reach that you |
| 00:23:25 | 00:23:30 | have maybe check the enable audience |
| 00:23:27 | 00:23:31 | expansion test it for a little while see |
| 00:23:30 | 00:23:33 | if your results are good and then adjust |
| 00:23:31 | 00:23:35 | your campaigns from there overall |
| 00:23:33 | 00:23:37 | linkedin has made a number of different |
| 00:23:35 | 00:23:39 | targeting adjustments since the last |
| 00:23:37 | 00:23:41 | time we made a video about this which is |
| 00:23:39 | 00:23:42 | why we're making a new one and their |
| 00:23:41 | 00:23:44 | targeting options just keep getting |
| 00:23:42 | 00:23:47 | better i know specifically that revenue |
| 00:23:44 | 00:23:49 | is a targeting option that a lot of the |
| 00:23:47 | 00:23:51 | accounts i work on constantly ask about |
| 00:23:49 | 00:23:53 | because that's how they translate |
| 00:23:51 | 00:23:55 | company size to me it's not usually |
| 00:23:53 | 00:23:57 | based on employee counts it's usually |
| 00:23:55 | 00:23:59 | based on the amount of revenue that |
| 00:23:57 | 00:24:00 | companies are bringing in so when my |
| 00:23:59 | 00:24:02 | clients come to me and tell me we need |
| 00:24:00 | 00:24:03 | to target based on revenue now i can |
| 00:24:02 | 00:24:05 | start to do that on the linkedin |
| 00:24:03 | 00:24:07 | platform as i mentioned in that section |
| 00:24:05 | 00:24:09 | there's only five options it's |
| 00:24:07 | 00:24:10 | relatively limited but it's better than |
| 00:24:09 | 00:24:12 | nothing and it's probably going to keep |
| 00:24:10 | 00:24:14 | getting better so hopefully this run |
| 00:24:12 | 00:24:16 | through has gotten you just as excited |
| 00:24:14 | 00:24:19 | about all the linkedin targeting options |
| 00:24:16 | 00:24:21 | as i am for using them on my client |
| 00:24:19 | 00:24:22 | accounts but if i missed anything or i |
| 00:24:21 | 00:24:25 | didn't explain something fully and you |
| 00:24:22 | 00:24:27 | have any questions or any comments about |
| 00:24:25 | 00:24:28 | the targeting options absolutely share |
| 00:24:27 | 00:24:30 | those in the comments because we'd love |
| 00:24:28 | 00:24:31 | to hear how we can make these videos |
| 00:24:30 | 00:24:32 | better thanks for watching our video if |
| 00:24:31 | 00:24:34 | you thought it was useful give us a |
| 00:24:32 | 00:24:36 | thumbs up below we release a new video |
| 00:24:34 | 00:24:37 | at least once a week so if you want to |
| 00:24:36 | 00:24:39 | get notified of when a new one comes out |
| 00:24:37 | 00:24:42 | be sure to subscribe to the paid media |
| 00:24:39 | 00:24:42 | pros channel |
| 00:24:48 | 00:24:50 | you |
