The key differentiator of LinkedIn’s advertising solution is its targeting capabilities. It allows users to target based on people’s occupation instead of targeting their personal lifestyles. LinkedIn members are stimulated to keep their profiles accurate and up-to-date which enabled them to network, use personal branding and search for relevant job opportunities.
This allows you to reach an audience composed of for example decision makers and executives or members within a specific profession and to target users based on their job title, company, industry, seniority, and more. Please find below an overview of LinkedIn’s different targeting options.
Firstly, Interest Targeting is used to target members by the LinkedIn Groups they belong to, which could be based on their field of study or the skills they excel in.
Besides, Persona Targeting can be used to reach key segments like Job Searchers, Opinion Leaders, Business Travelers and more. Persona Targeting can be combined together with other criteria to build your ideal persona such as IT decision makers, C-level executives, prospective students, small business owners and more.
Website Retargeting is another interesting option that LinkedIn is offering. Within this option, first-party data can be used to create a customised target audience based on the visited website pages. Consequently, customised ad content will be shown to this specific target audience.
Furthermore, Contact Targeting can be used by uploading a personal contact list and use this list for a campaign or to use this list to create a “Lookalike Audience”.
With Account-Based Marketing (ABM) campaigns, it allows the advertiser to track data by uploading a list of the target companies to match these companies with the 8+ million Company Pages on LinkedIn. The campaign will be based on the matched target companies.
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