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Unleashing LinkedIn’s Targeting Capabilities Introduction How LinkedIn Targetin

Unleashing LinkedIn’s Targeting Capabilities Introduction How LinkedIn Targeting Works Theme 1: Experience Theme 2: Company Theme 3: Education Theme 4: Interests Theme 5: Identity More Customized Options with Matched Audiences Tips to Optimize Your Targeting Strategy Conclusion Part I: Part II: Part III: Part IV: Part V: Introduction Targeting is a foundational element of running a successful LinkedIn advertising campaign -- Getting your targeting right leads to higher engagement, and ultimately, higher conversion rates. By advertising on LinkedIn, you are getting your message in front of the right person when they are most engaged. You can reach a professional network nearly 500 million members strong with accurate first-party data, at scale. In this guide, you’ll learn how targeting on LinkedIn works and the different ways LinkedIn allows you to market to those who matter most to your business. You’ll also learn targeting tips and best practices that you can immediately apply to your campaigns. Let’s find your targeting sweet spot on LinkedIn. Raymond Hwang Product Marketing LinkedIn Marketing Solutions Steve Kearns Content Marketing LinkedIn Marketing Solutions PART I 3 | Unleashing LinkedIn’s Targeting Capabilities “With LinkedIn, we can get specific with whom we’re targeting – by account, title, industry, level, geography – all in one platform. I haven’t seen any other platform that granular.” Lin Ling Growth Marketer, Spigit How LinkedIn Targeting Works LinkedIn targeting is differentiated because members are incentivized to keep their profiles accurate and up-to-date for networking, personal branding, and job opportunities. With LinkedIn, you can reach a quality audience composed of influencers, decisions makers, and executives. When members complete their LinkedIn profile, they provide information on their job experiences, company, skills, and more. This means you can target members using profile-based demographic information, re-target visitors from your website, or upload lists of contacts or companies for your account-based marketing efforts. On LinkedIn, you can reach members using the following demographic targeting facets: PART II Company Company Name Company Industry Company Size Experience Job Function Job Title Job Seniority Years of Experience Education Schools Degrees Fields of Study Interests Skills Groups 4 | Unleashing LinkedIn’s Targeting Capabilities Identity Age Gender Location Seattle, Washington USA Boston University Communication Bachelor of Science 2011, 25-34 Simply Measured 51-200 employees Internet Senior Marketing Manager Marketing, Senior IC CMA, LEWIS, Social Tools SEO, Social Media, Digital Marketing, Blogging Location IP School Field of Study Degree Graduation - Age Company Size Industry Job Title Function - Seniority Groups Skills Danie In the following sections, we’ll walk you through what each of these facets mean, how you can use them, and tips for pairing facets together to create highly effective targeting combinations. To get started, log into Campaign Manager, LinkedIn’s ad platform for creating and managing your ads. After you’ve built your Sponsored Content, Sponsored InMail, or Text Ads creative, your next step will be to define your target audience. Campaign Manager allows you to segment your audiences in several ways and combine different targeting facets to reach people that are most relevant for your content goals and your business. In this section, learn about the different options within the Campaign Manager’s audience selection screen. 1. Estimating the size of your audience 2. Using different targeting facets to reach your audience 3. Using audience expansion to reach similar audiences 4. Saving your audience as a template for other campaigns 5. Creating Matched Audience targeting segments PART II Estimated Audience Count Matched Audiences Targeting Facets Audience Expansion Audience Template 2 1 5 3 4 5 | Unleashing LinkedIn’s Targeting Capabilities PART II Tip: When in doubt, start broad and then narrow down your audience after seeing what performs best. By using LinkedIn’s demographic reporting, you can discover anonymized information on who is clicking and converting on your ads based on titles, functions, company industries, etc. (find out more on page 25). 1. Estimating the size of your audience The Estimated Audience Count displays the total number of LinkedIn members that fit your targeting criteria. In order to launch your campaign, you must target at least 1,000 members or 300 if you are using Matched Audiences. If your audience size is too small, you will be notified with an Audience Too Narrow message which prevents you from saving your targeting and moving to the next step. However, to have optimal scale for your campaign, aim for an audience size of 50k or more. 6 | Unleashing LinkedIn’s Targeting Capabilities “LinkedIn gave us the kind of hyper- targeting capabilities we needed to get in front of well-qualified prospects.” Lendora Johnson Marketing Account Manager, College of William & Mary’s Raymond A. Mason School of Business PART II Theme 1: Experience 2. Using different targeting facets to reach your audience Let’s dive deeper into the targeting facets you can use for your LinkedIn ad campaigns. Location To get started, first define the location of the members you’d like to reach. Location is the only mandatory field. This facet is based on both the location a member has included in their profile as well as their IP address. Once you’ve chosen your specific geographic location, we recommend you add no more than two of the targeting facets below. This will improve the scale and reach of your campaign. Tip: When you choose multiple options within a targeting facet, for example, the seniority categories of Senior and Director, Campaign Manager will target members in either of those categories. When you choose options between targeting facets, for example a seniority of Senior and a job function of Finance, Campaign Manager will target only members who fall into both categories. Job Function Job Functions are based on standardized groupings of the job titles entered by LinkedIn members. For example, a doctor would fall under the Medical function along with members with similar occupations such as nurses, veterinarians, surgeons, and dentists. Tip: Combine the Job Function facet with the Seniority facet to reach decision makers with a specific expertise. For example, if you’re looking to reach decision-makers in the IT function, try targeting the Information Technology, Engineering, and Operations functions and pairing that with a seniority targeting of Senior, Manager, Director, VP, CXO, and Owner. 7 | Unleashing LinkedIn’s Targeting Capabilities Job Title When members update their LinkedIn profile with a new role, these job titles are grouped by LinkedIn’s algorithms and organized into standardized titles you can use for your campaign targeting. For example, though most engineers fall under the Engineering job function, you may want to target software engineers and petroleum drilling engineers differently given they have a different set of skills. PART II Tips: Avoid limiting your reach by targeting only a few titles. When you begin entering a title in the tool, Campaign Manager will auto-suggest other relevant job titles that you may want to add. Including all relevant titles will ensure your campaign has adequate reach. In some cases, you can also broaden the scale of your campaign by targeting both current and past holders of a given job title. These members may have changed roles but still have a relevant skillset and may be interested in your offer. Do this by selecting Current and Past in the Target by dropdown. 8 | Unleashing LinkedIn’s Targeting Capabilities Tip: Consider targeting senior individual contributors (ICs). Increasingly, ICs have a large say in buying decisions. If you’d like to reach senior ICs with lots of experience, target them by choosing Senior and combine that with the Years of Experience facet. Job Seniority Job Seniority describes the rank and influence of a member’s current role in their organization. This facet is determined by a member’s job title. For some campaigns, targeting by seniority can be an effective way to reach those with influence over a buying decision. For example, a senior product marketing manager has a seniority of Manager, an associate consultant has a seniority of Entry, and a doctor or physician would be classified as Senior. PART II 9 | Unleashing LinkedIn’s Targeting Capabilities Has full or near full ownership of an organization Has substantial partial ownership of an organization Has direct reports and leadership responsibilities for the entire business function within an organization Executive management that has direct reports and leadership responsibilities for one business function or unit Multi-functional management that has direct reports and leadership responsibilities for multiple groups of individuals Positions that have direct reports and leadership responsibilities for a single group of individuals Individual contributor positions that do not have direct reports but have leadership responsibility, advanced knowledge, and do not require immediate guidance Individual contributors that do not have direct reports, no leadership responsibility, no advanced expertise and contribute without immediate guidance Students, interns and trainee positions that need immediate guidance to individually contribute. Includes volunteer positions and positions that do not refer to a job Owner Partner CXO Vice President Director Manager Senior Entry Training Unpaid Years of Experience Years of Experience (YOE) allows you to reach a target audience based on the years of professional experience they’ve accumulated over their career. Linkedin calculates YOE uploads/Marketing/ linkedin-targeting-guide.pdf