Targeting options for LinkedIn Ads | Marketing Solutions Help

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tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Targeting options for LinkedIn Ads </h2> Last updated: 2 weeks ago </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(424655,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Get your message in front of the right people when they’re most engaged by targeting your ideal audience with LinkedIn advertising. Choose targeting options from:<ul><li>Locations  </li><li>Audience attributes such as company, job experience, education, professional demographics, interests and traits </li><li>Custom audiences you’ve created using Matched Audiences and predictive audiences</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn more about the options available to you in the sections below. </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> Reach for some attributes or audiences may be limited when targeting within the European Economic Area (EEA) or Switzerland. Learn more about our <a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self">best practices for LinkedIn Ads audience targeting</a>. </div> </div>  </div> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> If you’re launching an Accelerate campaign, we automatically create a suggested audience optimized towards your objective by using your product name and description, audience signals you select, and historical data from your account’s previous campaigns. Keep in mind, not all audience targeting facets are available for Accelerate campaigns. Learn more about <a rel="" href="https://www.linkedin.com/help/lms/answer/a1641318" target="_blank">targeting for Accelerate campaigns</a>. </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Location (required)</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> You can reach member accounts based on where they live or where they live and visit using location. You can target member accounts based on geographic location by:<ul><li>Permanent location - Targets the permanent or long-term location specified by the member account in their profile. </li><li>Recent or permanent location - Targets the permanent or long-term location specified by the member account in their profile and/or by their IP address for short-term visits.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Recent location targets by continent, country cluster, country, state, region/market area, county, and city. For example, if a member account profile recently visited San Francisco, California, recent location targeting will include:<ul><li>San Francisco (city) </li><li>San Francisco county  </li><li>San Francisco Bay Area </li><li>California  </li><li>United States  </li><li>NAMER (country cluster)</li><li>North America</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Select advertiser accounts also have the option to target only by recent location at the city, county, region/market area, and state level. Please note, due to different location targeting methods, you might see different results in reporting when using a third-party tool, such as Google Analytics. This feature is currently in testing, and might not be available to you at this time. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> For the location attribute, keep in mind:<ul><li>Message ad campaigns target by permanent, long-term locations only.</li><li>Certain countries are part of a <a rel="" href="/help/lms/answer/42246" target="_self">prohibited list</a> and won’t be available for targeting selections.</li><li>This attribute may be limited when targeting within the European Economic Area (EEA) or Switzerland. Learn more about our <a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self">best practices for LinkedIn Ads audience targeting</a>.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Profile language </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> You must also select one of the 21 profile languages for your target audience. Keep in mind:<ul><li>When you select English, your campaign will target all member accounts in the location your campaign is targeting, regardless of the language member accounts have selected on their profiles. Please note, this doesn’t apply to Sponsored Messaging.  </li><li>When you select any language other than English, your ads will appear to member accounts that meet your target audience criteria and match your language selection.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> For Sponsored Messaging campaigns: <ul><li>When you select any language, your ads will appear to member accounts that meet your target audience criteria and match your language selection.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> We recommend your ad copy be in the language you selected. Once you select a language and add an ad, your language selection can't be changed. Learn more about <a rel="" href="https://www.linkedin.com/help/lms/answer/a427089" target="_self">supported languages for LinkedIn Ad campaigns</a>. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Audience attributes</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Company </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Category - Allows you to target companies by segments such as S&P 500. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Connections - Allows you to reach the 1st-degree connections of employees at companies you select. This is only available for companies with more than 500 employees. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Followers - Allows you to target your own LinkedIn Page followers. To use this targeting facet, your Ads account must be associated with your LinkedIn Page. When not using this facet, by default your campaigns may reach both followers and non-followers. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Growth Rate - Allows you to target companies by their rate of growth year over year, determined by factors such as employee growth or inferred data from other similar companies within the same location and industry. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Industry - The primary industry of the company where the member account is employed, as stated by the company. Additional industries may be inferred about the company and included for targeting. Company Industry targeting requires mapping member accounts, companies, and industries.  <ul><li>By default, member account industries are derived from the member account’s current company.  </li><li>A company can belong to multiple industries.</li><li>For more information on member account to company mapping, see the Company Name attribute.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Industry primarily uses Page admin member account input via industry typeahead. The list of industries is a proprietary taxonomy developed by LinkedIn’s team. For a select number of Pages, the industry mapping uses a LinkedIn-annotated industry rather than the Page input. </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> LinkedIn also leverages a Deep Learning Model that uses the following attributes of Company and Industry to determine mappings: <ul><li>Company Name </li><li>Company Size </li><li>Company’s Members’ Education (member field of studies/degree to infer industry) </li><li>Company’s Members’ Skills </li><li>Company’s Member’s Job Distribution (that is, Members’ job position/title distribution/frequency within this company) </li><li>Company’s Members Past and Current Companies</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> If the member account’s company doesn’t have an industry, then LinkedIn uses the industry that the member account adds on their LinkedIn profile.  </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Name - The organization a member account lists as their employer. Company Names are based on LinkedIn Pages, which may be created by a Page admin or auto-generated by using third-party data sources. They are determined by Pages on LinkedIn and targeting requires mapping member accounts and Pages. Keep in mind:<ul><li>If a member account uses typeahead to add a Company Name, then that member account is mapped to the respective Page.  </li><li>If a member account uses a String as the Company Name, then the member account is mapped to a Page using a Deep Learning Model. The Deep Learning Model uses the following attributes of the member account and Page to determine a mapping:  <ul><li>Company Name - Note, in some instances, alternative Company Names are determined using a Deep Learning Model that identifies those alternative names from the company’s web page content.</li><li>Company Industry and Member Account Industry</li><li>Company Location and Member Account Location (Country, City, Region, and Postal)</li><li>Company Properties (is company auto-generated, logo)</li><li>Number of Positions Associated with Company</li><li>Number of Member Account’s First-degree Connections Associated with Company </li></ul></li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member-to-company associations are categorized into current, past, and current or past based on the position start and end dates provided by member account profile input. A position is considered current if there is no end date provided for the position. Otherwise, it’s considered a past position. If a member has previously worked at the company that they currently work at, the company will only be considered a current company and not a past company. </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> If a member doesn’t enter a company name, LinkedIn may derive their current company based on their public IP address at ad serving time. LinkedIn derives IP-to-company using a deep learning model. The model is trained using public IP addresses and other logged-in member’s company associations.  </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Revenue - Allows you to target companies by their estimated annual revenue.  </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Size - Allows you to target based on the estimated size of the organization. </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Company Size targeting primarily uses Page admin account input data. A Page admin enters a company size, and this is used for company size targeting. If a Page admin hasn’t entered a company size, then the company size is determined by the number of member accounts associated with the Page. </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Please see the Company Name attribute for how member accounts are mapped to companies. </div> </div> </li> </ul> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> We can’t use Showcase Pages as part of our attribute targeting. Showcase Pages are extensions of a LinkedIn Page, designed for spotlighting a brand, business unit, or initiative. </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Demographics </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Age - An estimation of age based on profile information. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Gender - Determination of gender is inferred, based on profile information. </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> This attribute may be limited when targeting within the European Economic Area (EEA) or Switzerland. Learn more about our <a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self">best practices for LinkedIn Ads audience targeting</a>. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Education </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Degrees - Recognized degrees granted by a college, university, or other learning institution. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Fields of Study - The major or area of study within a member account's listed degree. Standardized from member-entered degrees. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Schools - The school, college, university, or other learning institution shown on a member account as having completed a course. </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Job Experience </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Job Title - The position of a member account within their organization. Job Title targeting uses data that is primarily member account input, with some business logic and inference. No third-party data is used. <ul><li>If a member account selects their position title from typeahead, then the standardized title of that typeahead is used.  </li><li>If the member account manually types a string as position title, then rules and inference models are used to infer the job title. </li><li>The model takes the raw title string as input, and in some cases, uses a MultiLayerPerception (MLP) AI model to classify the input into job titles. The MLP AI model is trained on LinkedIn’s member account profile data.  </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member-to-title associations are categorized into current, past, and current or past based on the position start and end dates provided by member account profile input. A position is considered current if there is no end date provided for the position. Otherwise, it’s considered a past position. If a member has previously held the same title as their current title, the title will only be considered a current title and not a past title. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Job Function - Common tasks or activities undertaken within a job position. Member account Job Titles are mapped to Job Functions using LinkedIn’s proprietary taxonomy. Please note, no AI modeling or inference is used to map Job Titles to Job Function. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Job Seniority - The rank or level of influence of a member account's current role in their organization. Member account Job Titles are mapped to Seniority using LinkedIn’s proprietary taxonomy. Please note, no AI modeling or inference is used to map Job Titles to Seniority. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Skills - Highly relevant keywords found within a member account's profile and skills section that indicate expertise in a particular area. This includes member-entered skills in the Skills & Endorsements section on their profile, skills mentioned in their profile text, or inferred skills based on their listed skills. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Years of Experience - The years of professional experience a member account has accumulated. We exclude any gaps in experience and don’t double-count overlapping positions. Years of Experience targeting is calculated based on Job Title dates. No inferred data is used. This is a direct 1-to-1 match based on the start and end month and/or year of each position listed in the member account profile through today.  </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Interests and Traits </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Groups - Member Group targeting is based on the groups to which a member account belongs. No inferred or modeled data is used. </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Please note, LinkedIn prohibits targeting sensitive categories, please visit our <a rel="" href="https://www.linkedin.com/legal/ads-policy" target="_self">ads policy</a> to learn more. To prevent ad targeting discrimination based on protected characteristics, Member Groups may not be used in an exclusionary manner. </div> <div class="article-content-callout article-content-callout__background--warning article-content-callout--in-list" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> Beginning on May 15, 2024, Member Groups will no longer be available as a targeting attribute for the European Economic Area (EEA) or Switzerland. For more information, please review our <a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_blank">best practices for LinkedIn Ads audience targeting</a>. </div> </div>  </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Interests - Interest categories identified by and inferred from member account actions and engagement with content on LinkedIn. Learn more about <a rel="" href="https://www.linkedin.com/help/lms/answer/a422631/" target="_self">interest targeting options</a>. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Member Traits - Direct and inferred traits of member accounts based on actions they take on LinkedIn, their LinkedIn profile, device preferences, and/or general (coarse, not precise) location. Learn more about <a rel="" href="https://www.linkedin.com/help/lms/answer/a422631/" target="_self">member trait targeting options</a>. </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> LinkedIn’s targeting solutions may not be used to target sensitive categories nor to discriminate based on protected personal characteristics like gender, age, or actual or perceived race/ethnicity. If an ad is flagged as discriminatory it will be immediately taken down. Learn more about sensitive categories and discrimination in our <a rel="" href="https://www.linkedin.com/legal/ads-policy" target="_blank">ads policy</a> and please visit our ad <a rel="" href="https://www.linkedin.com/help/lms/answer/a416948/" target="_self">targeting discrimination</a> page to learn what customers must certify when applying certain targeting choices. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> When choosing audience attributes, keep in mind: </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> A maximum of 100 selections that includes both inclusions and exclusions are permitted for professional demographic-based targeting options. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> If your targeting selections severely limit your reach, you will be notified with an Audience Too Narrow message which prevents you from saving your targeting and moving to the next step. Increase your audience size to save your changes. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Please note, LinkedIn disables targeted advertising to members in the European Union that may be under the age of 18. </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Predictive audiences</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Predictive audiences help expand your campaign’s reach by creating an audience of people predicted to perform actions similar to those within your source data. To create a predictive audience, we apply LinkedIn’s AI to your data to automatically generate a new custom audience to use in your campaigns. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> The data sources you choose in Campaign Manager should align to the specific behavior you’d like to replicate. You can create a predictive audience from one of the following: <ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427102" target="_blank">Lead Gen Form</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a421822" target="_blank">Contact or company list</a> (status must show Ready or Updating on your Audiences page) <ul><li>CSV upload</li><li>Third party</li></ul></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a420536" target="_self">Conversions</a><ul><li>Insight Tag</li><li>Website Actions</li><li>Conversions API</li></ul></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427551" target="_self">Retargeting audience</a></li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Keep in mind, if you use a contact or company list that is in Updating status, we’ll use the latest completed version of that audience to create your predictive audience. Since predictive audiences refresh every day, once your update finishes processing, the predictive audience will use that as the source going forward. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Matched Audiences</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> LinkedIn Matched Audiences are custom audience segments you can use as targeting selections in your advertising campaigns. With Matched Audiences, you can: </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Upload a list of companies or contacts </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Retarget member accounts that:<ul><li>Visited a page on your website</li><li>Engaged with your single image ad</li><li>Engaged with your document ad </li><li>Viewed your video ad</li><li>Opened or submitted your Lead Gen Form</li><li>Opened a conversation or clicked on any conversation ad call-to-action (CTA) </li><li>Engaged with your company Page</li><li>Responded to your LinkedIn Event</li><li>Connected through Conversions API</li></ul> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Integrate contacts from a third-party system </div> </div> </li> </ul> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Matched Audiences created from Events or Company Pages may be limited when targeting within the European Economic Area (EEA) or Switzerland. Learn more about our <a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self">best practices for LinkedIn Ads audience targeting</a>. </div> <div class="article-content-callout article-content-callout__background--note" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Here's a tip </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> To select a Matched Audience when setting up targeting on a new campaign, you’ll need to use Advanced Mode. </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Audience size</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> As you select your targeting options, we show you an estimate of the audience size you'll be able to reach on the right side of the page. The minimum audience size required to run an advertising campaign is 300 member accounts. Learn more about <a rel="" href="https://www.linkedin.com/help/lms/answer/117096" target="_self">target audience size best practices</a>. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn more<ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a420879/" target="_self">Use AND-OR targeting for objective-based advertising campaigns</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self">Best practices for LinkedIn ads audience targeting</a><a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self"> </a></li><li><a rel="" href="https://business.linkedin.com/marketing-solutions/strategy-guides/your-guide-to-linkedins-targeting-capabilities" target="_self">Your guide to LinkedIn’s targeting capabilities</a> on LinkedIn Marketing Solutions page</li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a417950" target="_self">Audience targeting for LinkedIn Ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422631" target="_self"></a><a rel="" href="https://www.linkedin.com/help/lms/answer/a1342443" target="_self">Manage your advertising preferences</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1631056" target="_self">LinkedIn predictive audiences </a></li><li><a rel="" href="https://www.linkedin.com/legal/ads-policy" target="_self">LinkedIn Advertising Policies</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a416948/" target="_self">Ad targeting discrimination</a> </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Related tasks<ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a421822" target="_self">Upload company and contact targeting lists for LinkedIn Ads</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a713230" target="_blank">Create a single image audience with Matched Audiences</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427086" target="_blank">Create a video audience with Matched Audiences</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422179" target="_blank">Create a Lead Gen Form audience with Matched Audiences</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a5991871" target="_self">Create a conversation ad audience with Matched Audiences</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a424101" target="_blank">Create a company Page audience</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a421211" target="_blank">Create an event audience</a> </li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a424306" target="_self">Get started with data integrations for Matched Audiences</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1634068" target="_self">Create LinkedIn predictive audiences for ad targeting</a></li><li><a rel="" href="/help/lms/answer/a420864" target="_self">Troubleshooting Tips for LinkedIn Matched Audiences</a> </li></ul> </div> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-8gzcq" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> Member Interests and Traits targeting <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-8gzcq" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> LinkedIn Interests and Traits targeting lets you build your audience based on members’ direct or inferred interests, traits, or professional groups they may belong to, subject to each member’s ad settings and LinkedIn’s Advertising Policies. </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> General interests within Interests and Traits may be based on or inferred from member actions and engagement with specific online content on LinkedIn.  </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Members can update their ad preferences for interest targeting in their LinkedIn account settings.  </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422631?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Member Interests and Traits targeting”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-qdn6k" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> Set up campaign targeting for Classic campaigns <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-qdn6k" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> When you create a new Classic campaign in Campaign Manager, you'll be prompted to select your audience. You can use an existing audience or create a new audience. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Existing audiences include: <ul><li>Saved Audiences - Audiences you've created and saved to be used in future campaigns.</li><li><li-icon type="linkedin-inbug-color-icon"></li-icon> Audiences - Audience templates created by LinkedIn to help you reach various types of professionals.</li><li>Audiences - Custom audience segments that you can create, which include uploading a list of companies or contacts, retargeting, and predictive audiences.</li></ul> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a420751?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Set up campaign targeting for Classic campaigns”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-0s6p3" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> Best practices for LinkedIn Ads audience targeting <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-0s6p3" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn tips for setting up your campaign’s target audience to drive results. The right target audience allows you to focus your campaign on the LinkedIn members most likely to take action on your ads. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn more<ul><li>Explore our free, 45-minute learning course, <a rel="" href="https://training.marketing.linkedin.com/using-linkedins-ad-targeting" target="_blank">Using LinkedIn's Ad Targeting</a>.</li><li>Learn more from our <a rel="" href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/linkedin-targeting-playbook-v2.pdf" target="_blank">LinkedIn Targeting guide</a>.</li></ul> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a417950?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Best practices for LinkedIn Ads audience targeting”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-j5h9h" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> Target audience size best practices <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-j5h9h" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Campaign audience size can be optimized to improve your ads’ performance. Learn how to manage audience size to fit your marketing goals. </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a423690?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Target audience size best practices”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-fsz8h" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> LinkedIn Matched Audiences <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-fsz8h" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> LinkedIn Matched Audiences are custom audience segments you can use as targeting selections in your advertising campaigns. With Matched Audiences, you can:<ul><li>Upload a list of companies or contacts </li><li>Retarget member accounts that: <ul><li>Visited a page on your website </li><li>Engaged with your single image ad </li><li>Engaged with your document ad </li><li>Viewed your video ad </li><li>Opened or submitted your Lead Gen Form </li><li>Opened a conversation or clicked on any conversation ad call-to-action (CTA) </li><li>Engaged with your Company Page </li><li>Responded to your LinkedIn Event </li><li>Connected through Conversions API</li></ul></li><li>Integrate contacts from a third-party system</li></ul> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a420552?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “LinkedIn Matched Audiences”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section>  <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a137134" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a137134" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> Target Audience </a> </li> <li class="pill-list__item" id="topic-link-a139129" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a139129" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> Manage Classic Campaigns </a> </li> </ul> </div> <div class="related-articles"> <h3 id="related-articles" class="related-articles__header t-bold t-16" data-test-selector="relatedArticles-header"> Related articles </h3> <ul class="related-articles__list" data-test-selector="relatedArticles-container"> <li class="related-articles__list-item t-14" id="article-link-a423698" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a423698" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> LinkedIn lookalike audiences have been discontinued </a> </li> <li class="related-articles__list-item t-14" id="article-link-a423690" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a423690" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> Target audience size best practices </a> </li> </ul> </div>  </aside> </div>  </div> </main> <div class="placeholder " id="toasts__wormhole" data-inert-toggle-target="me-menu-inert-toggle-target"> </div> <footer class="global-footer" data-inert-toggle-target="me-menu-inert-toggle-target" data-component-selector="global-footer" data-test-id="global-footer" role="contentinfo"> <div class="global-footer__upper-row-wrapper"> <div class="page-width-content"> <ul class="global-footer__upper-row-items t-12 t-black"> <li class="global-footer__upper-row-item global-footer__logo"> <a class="global-footer__upper-row-item-link" href="https://www.linkedin.com"> <li-icon size="14dp" color="brand" tabindex="-1" aria-hidden="true" type="linkedin-logo"></li-icon> LinkedIn </a> </li> <li class="global-footer__upper-row-item "> <a class="global-footer__upper-row-item-link" data-test-id="footer-contact-us" href="https://www.linkedin.com/help/lms/ask"> Contact us </a> </li>     <li class="global-footer__upper-row-item global-footer__language-switcher-wrapper"> <form action method="GET" class="language-switcher__form">  <label class="language-switcher__select-label"> Select a language. 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