#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

LinkedIn Ads Targeting Options in 2022

Published on: December 7 2022 by Paid Media Pros

LinkedIn Ads Targeting Options in 2022

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

Scan code to add assistant

Receive free VIP experience members

Each account can be free of charge once