Best practices for LinkedIn Ads audience targeting

<!DOCTYPE html> <html lang="en" data-ui-framework="glimmer" data-presentation-type="FULL_PAGE" class="theme--artdeco"> <head> <title>Best practices for LinkedIn Ads audience targeting | Marketing Solutions Help</title> <meta name="apple-mobile-web-app-capable" content="yes"> <meta name="apple-mobile-web-app-status-bar-style" content="default"> <meta name="viewport" content="width=device-width, initial-scale=1"> <meta name="description" content="Best practices for LinkedIn Ads audience targeting"> <meta name="locale" content="en_US"> <meta name="robots" content="index,follow"> <meta name="og:title" content="Best practices for LinkedIn Ads audience targeting | Marketing Solutions Help"> <meta name="og:site_name" content="Marketing Solutions Help"> <meta name="og:description" content="Best practices for LinkedIn Ads audience targeting"> <meta name="og:url" content="https://www.linkedin.com/help/lms/answer/a417950"> <meta name="pageKey" content="hc_search_entity"> <meta name="asset-url" id="artdeco/static/images/icons.svg" content="https://static.licdn.com/sc/h/6sz1e821vgereyxaakx87tt4z"> <meta name="helpcenter:bootstrap" content="{"cdnUrl":"https://static.licdn.com","application":{"name":"helpcenter-frontend","instance":"i001","version":"0.5.5045","multiproductName":"helpcenter"},"availableHelpCenters":[{"urn":"urn:li:helpCenterInstance:linkedin","longLabel":"LinkedIn Help","shortLabel":"LinkedIn"},{"urn":"urn:li:helpCenterInstance:billing","longLabel":"Corporate Billing Help","shortLabel":"Corporate Billing"},{"urn":"urn:li:helpCenterInstance:learning","longLabel":"Learning Help","shortLabel":"Learning"},{"urn":"urn:li:helpCenterInstance:lms","longLabel":"Marketing Solutions Help","shortLabel":"Marketing Solutions"},{"urn":"urn:li:helpCenterInstance:recruiter","longLabel":"Recruiter Help","shortLabel":"Recruiter"},{"urn":"urn:li:helpCenterInstance:sales-insights","longLabel":"Sales Insights Help","shortLabel":"Sales Insights"},{"urn":"urn:li:helpCenterInstance:sales-navigator","longLabel":"Sales Navigator Help","shortLabel":"Sales Navigator"},{"urn":"urn:li:helpCenterInstance:talent-hub","longLabel":"Talent Hub Help","shortLabel":"Talent Hub"},{"urn":"urn:li:helpCenterInstance:talent-insights","longLabel":"Talent Insights Help","shortLabel":"Talent Insights"}],"globalAlerts":[],"helpCenterInstance":"urn:li:helpCenterInstance:lms","lixResults":[],"locale":"en_US","pageKey":"hc_search_entity","presentationType":"FULL_PAGE","uiTheme":"ART_DECO","uiDesignSystem":"hue-infra","siteSearch":{},"contactChannels":{"contactUs":{"href":"https://www.linkedin.com/help/lms/ask"}},"allowOpenChatWithQueryParam":false}"> <meta name="helpcenter:clientdata" content="{"helpCenterArticleUrn":"urn:li:helpCenterArticle:(417950,LITHOGRAPH)"}"> <meta name="helpcenter:tracking-id" content="b3aDrDmxS4O4bcxw3fZprA=="> <link rel="canonical" href="https://www.linkedin.com/help/lms/answer/a417950">  <link rel="icon" href="https://static.licdn.com/scds/common/u/images/logos/favicons/v1/favicon.ico"> <script>(function(){function a(){var a,b;var c=new Promise(function(c,d){a=c,b=d});return c.resolve=a,c.reject=b,c}window.helpcenter=a()})();</script> <script src="https://static.licdn.com/sc/h/8hfbuq1ftcvnnx4dd5067pi0t" async defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/2o8dibriogrqoo2ry4uoeeta5" defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/9rd2c4z6ft2hbp72rqrhblzrs" defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/5xtqei2gae2o055thp8f3rhat" defer type="text/javascript"></script>   <script src="https://static.licdn.com/sc/h/5pmf70qu4q33mnu39zf9ja1uz" defer type="text/javascript"></script> <link rel="stylesheet" href="https://static.licdn.com/sc/h/5xeufzc2c97mapmyf53p7pzb4"> <link rel="stylesheet" href="https://static.licdn.com/sc/h/br4pwt2mabgjtw8ggoqn5thbd"> <script src="https://static.licdn.com/sc/h/1dsbg1yc3aa9jw531gwug15vi" defer type="text/javascript"></script> <link rel="stylesheet" href="https://static.licdn.com/sc/h/cac1afnv6a207jsp703gom9fe"> </head> <body dir="ltr" class="base-page hue-web-theme--classic hue-web-color-scheme--light" data-test-id="base-page-body" data-in-hueify-scope="true"> <header class="global-header" data-test-id="global-header"> <div class="placeholder " id="system-message-outlet" data-inert-toggle-target="me-menu-inert-toggle-target" data-test-id="system-message-outlet"> </div>  <div class="page-width-content"> <div class="accessibility-menu" data-test-selector="accessibility-menu" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="visually-hidden" aria-live="polite"> <p class="mobile-view-on-desktop">Attention screen reader users, you are in a mobile optimized view and content may not appear where you expect it to be. 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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa417950&trk=help_me_menu" data-test-id="me-menu-sign-in"> Sign in </a> </div> </div> <a class="site-navigation__sign-in artdeco-button artdeco-button--2 artdeco-button--secondary artdeco-button--inverse mobile-excluded" href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa417950" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" 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"> Best practices for LinkedIn Ads audience targeting </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 1 month ago </span> </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:(417950,LITHOGRAPH)"> <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="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"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>If you’re launching an Accelerate campaign, we automatically create an 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>.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div>  </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-emkra" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Targeting audience attributes</span> <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-emkra" class="collapsible__body article-content__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"> The <strong>Locations</strong> attribute is required to create a campaign audience. After selecting location(s) to include or exclude in your target audience, you can select optional targeting facets to expand or narrow your audience. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn more about the <a rel="" href="/help/lms/answer/722">targeting facets available in Campaign Manager</a>. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Below are recommendations about how to use targeting facets to effectively reach the best audience for your marketing goals. </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"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>If you have a self-service account, we’ll also suggest a target audience for your campaign. You can use these suggestions, edit the suggested audience, or reset the audience if you’d like to choose your audience without suggestions.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Job Functions </strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Combine the Job Functions option with the Job Seniorities option to reach decision-makers with 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 Job Seniorities attributes of Senior, Manager, Director, VP, CXO, and Owner. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Job Titles</strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Avoid limiting your audience by targeting only a few job titles. When you begin entering a title in the tool, Campaign Manager will auto-suggest other relevant titles that you may want to add. Include all relevant job titles to ensure your campaign’s reach. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Broaden your audience by targeting both current and past holders of a given job title. These members may have changed roles but still have a skill set relevant to your business. Select <strong>current</strong> or <strong>past</strong> in the <strong>Job Titles</strong> dropdown. </div> <img src="https://media.licdn.com/dms/image/v2/C4D08AQFPcFLG6jK1Mw/croft-frontend-shrinkToFit1920/croft-frontend-shrinkToFit1920/0/1607993296454?e=1733288400&v=beta&t=9Yrxk648ZoCjFetCdYQcgTLFgiLHqSJqcG0PHkqW2Nc" alt="snapshot" class="article-content__image" data-test-selector="imageBodyElement-img"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Job Seniorities</strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> For some campaigns, targeting by seniority can be an effective way to reach those with influence over a buying decision. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Member Skills</strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Skills include those explicitly added by members in their skills section as well as keywords and phrases mentioned throughout their profile and summary. LinkedIn uses modeling to infer skills from a member’s job title and job description. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Skills targeting is an alternative way to reach professionals with a specialized expertise when Job Title targeting may not be as effective. For example, if your business sells project management software, job titles may not be as effective given several roles may have a need for project management software. However, Member Skills targeting allows you to target specific competencies that may span a broad range of job titles. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> When using skills targeting, consider pairing this with the Job Functions or Job Seniorities option. This helps to focus the reach of your offer on a more relevant audience. For example, we recommend targeting Member Skills with Job Seniorities to reach decision-makers that hold the desired skill set. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Company Names</strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> You can target up to 200 different companies using the Company Names option. For those who’d like to target an even larger list of companies, <a rel="" href="/help/lms/answer/86492">Matched Audiences</a> allows you to upload a list of up to 300,000 companies. Using the Company Industries facet allows you to target more broadly than specific company names. An organization may operate in many industries, however only the primary industry of operation as listed on their LinkedIn Page will be recognized. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Member Schools</strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Targeting by school may decrease your audience size since it isn’t a required field when creating a LinkedIn profile. Make sure you add all subsidiary schools when trying to reach an entire college or university. For example, when advertising to Harvard students, add Harvard University, Harvard Business School, Harvard Law, Harvard Medical, etc. as they have separate LinkedIn Pages for universities. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Degrees</strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Choosing to target by Degrees can sometimes limit your audience size because the Degrees profile field is not always populated by members. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Fields of Study </strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> For some campaigns, Fields of Study can be used as a proxy for skills or expertise in a given field, especially for recent graduates. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Member Interests </strong> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Member Interests targeting is an effective way to reach a range of members based on topics or categories they’re interested in most and is most effective for campaigns with awareness and consideration objectives. Interest targeting can also help you reach a unique set of audiences when other targeting options are too narrow. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> For example, if you’re looking to reach people with an Interest in business travel, Member Skills targeting may not be as effective as it would reach those who have that skill listed on their profile (e.g. Travel Agents). However, interest targeting allows you to reach an audience with an interest in the topic (e.g. Corporate Executives or Consultants who travel for work). </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> When using Member Interests targeting, consider pairing this with Job Functions or Job Seniorities to focus your content on a more relevant audience. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn more about <a rel="" href="/help/lms/answer/98065">Member Interests targeting options</a>. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Member Groups</strong></p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> LinkedIn Groups are online communities where members who share interests or professional associations can gather, discover new information, and ask questions. For example, for those looking to reach finance professionals, relevant Groups may include the Finance Club (840,000+ professionals), Banking Careers (500,000+ professionals), or Finance Plus: Private Equity, Venture Capital and M&A news. </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"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>Beginning on May 15, 2024, Member Groups will no longer be available as a targeting attribute for the European Economic Area (EEA) or Switzerland.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div>  </div> </div>  </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-obzfp" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Targeting audiences in the European Economic Area (EEA) or Switzerland (CH)</span> <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-obzfp" class="collapsible__body article-content__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"> <p>Reach for some attributes or audiences may be limited when targeting within the European Economic Area (EEA) or Switzerland (CH). We recommend the following when using certain audience targeting features:</p><ul><li>If you’re targeting Location, Member Gender, Member Interests, or Member Traits, we recommend you continue to use your selected option and explore other audiences or attributes to supplement your reach.</li><li>If you’re targeting Member Age, we recommend adding job seniorities, years of experience, or job titles.<br> </li><li>If you’re creating a retargeting Matched Audience based on a LinkedIn Event, we recommend creating a scaled audience with our <a rel="" href="https://www.linkedin.com/help/lms/answer/a1631056" target="_self">predictive audiences</a>, using your events attendee list, and <a rel="" href="https://www.linkedin.com/help/lms/answer/a421822/" target="_self">creating a new contact list</a> as the data source. </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>For Member Groups targeting:</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell"><strong>Campaigns created before May 15, 2024</strong> that target the EEA or Switzerland and Member Groups  </td> <td class="artdeco-table-cell"> <p><strong>Up to May 14, 2024</strong> - Edits to campaigns can be made without requiring either the removal of Member Groups as a targeting facet or EEA or Switzerland targeting. </p> <p><strong>On or after May 15, 2024 -</strong> Edits to these campaigns will require either the removal of Member Groups as a targeting facet or EEA or Switzerland targeting to save and activate your campaign. </p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell"><strong>Campaigns created on or after May 15, 2024</strong> that target the EEA or Switzerland  </td> <td class="artdeco-table-cell">Member Group targeting is no longer available.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Campaigns that don't target the EEA or Switzerland and target Member Groups </td> <td class="artdeco-table-cell">There are no changes to these campaigns. </td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>We recommend reviewing our targeting best practices and exploring and testing different targeting facets that fit your ideal audience profile. You can also use insights gained from your<a rel="" href="https://www.linkedin.com/help/lms/answer/a424171" target="_blank"> campaign professional demographics</a> to see who interacted with your ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Learn more about <a rel="" href="https://www.linkedin.com/help/lms/answer/a424655" target="_self">targeting options for LinkedIn Ads</a> and how you can use <a rel="" href="https://www.linkedin.com/help/lms/answer/a420879/" target="_self">AND-OR targeting</a> for audience reach.</p> </div> </div>  </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-51cv9" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Use attributes to expand or narrow your audience size</span> <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-51cv9" class="collapsible__body article-content__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 add attributes to the <strong>INCLUDE</strong> section of targeting setup, your audience size will increase. If you add attributes to the <em>Narrow audience further</em> section or the <em>EXCLUDE</em> section, your audience size will decrease. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> As you select your targeting options, you can see an estimate of the audience size you'll be able to reach in the <a rel="" href="/help/lms/answer/94703">forecasted results window</a>. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Learn more about <a rel="" href="/help/lms/answer/117096">best practices for target audience size</a> and <a rel="" href="/help/lms/answer/102905">how to apply AND-OR logic</a> to manage audience size in Campaign Manager. </div> </div>  </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-6ceaz" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Use custom targeting features</span> <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-6ceaz" class="collapsible__body article-content__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"> In addition to building your audience by selecting attributes, you can use these features to target the right audience: </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 rel="" href="/help/lms/answer/101617">Audience templates</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"> <a rel="" href="/help/lms/answer/86492">Matched audiences</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"> <a rel="" href="/help/lms/answer/51626">Audience expansion</a> </div> </div> </li> </ul> </div>  </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-jxull" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Gain insights with campaign professional demographics</span> <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-jxull" class="collapsible__body article-content__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"> <p>Once your campaign has launched, you can better understand who’s interacting with your ads through anonymized <a rel="" href="https://www.linkedin.com/help/lms/answer/a424171/" target="_self">campaign professional demographic data</a>.</p> </div> </div>  </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-ikzb3" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Test audience variations</span> <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-ikzb3" class="collapsible__body article-content__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"> You can run two similar campaigns with variations in targeting criteria to see which attributes are more effective for meeting your advertising goals. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> To create test campaigns: </div> <ol class="article-content__ordered-list" data-test-selector="orderedList-container"> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <a rel="" href="https://www.linkedin.com/help/lms/topic/111953?trk=hc-topicListPage">Create a campaign</a>. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <a rel="" href="/help/lms/answer/5754">Duplicate the campaign</a>. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <a rel="" href="/help/lms/answer/12413">Edit the targeting attributes</a> for the duplicate campaign. </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> Launch campaign. </div> </li> </ol> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Change only a few criteria at a time to isolate which part of your test impacted performance. Try testing Member Skills versus Job Titles or Company Industries versus Job Functions. Analyze the results of your campaigns to determine the best combination of attributes to reach the right audience and drive results. </div> </div>  </div> </div> <div class="collapsible article-content__collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-i3ff4" aria-expanded="false" class="collapsible__trigger plain-button " data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-bold article-content__collapsible-trigger-text">Tailor your ad content to your audience</span> <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-i3ff4" class="collapsible__body article-content__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"> Once you know more about your audience, you can begin to tailor content to be more relevant for each segment and test ad variations to learn what performs best. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> For example, if you’re targeting C-level executives, deliver thought leadership content pieces that address the challenges they face. If you’re targeting senior individual contributors who can influence buying decisions, try more tactical content. </div> </div>  </div> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Learn more</strong></p><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> </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-uzp6m" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Targeting options for LinkedIn Ads </span> <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-uzp6m" 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"> <p>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:</p><ul><li>Locations <br> </li><li>Audience attributes such as company, job experience, education, professional demographics, interests and traits<br> </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> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a424655?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Targeting options for LinkedIn Ads”"> 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-1om5g" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Set up campaign targeting for Classic campaigns </span> <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-1om5g" 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"> <p>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.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Existing audiences include:<br> </p><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-s87mn" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> LinkedIn lookalike audiences have been discontinued </span> <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-s87mn" 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"> <p>On February 29, 2024, LinkedIn’s lookalike audiences were discontinued. This means that: </p><ul><li>New lookalike audiences can’t be created and existing lookalike audiences can’t be edited.  </li><li>Existing lookalike audience data will no longer refresh and a lookalike audience will become a static lookalike audience.  </li><li>Active campaigns using lookalike audiences will continue to deliver using the static audience.</li></ul> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a423698?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “LinkedIn lookalike audiences have been discontinued”"> 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-7omly" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Use LinkedIn audience templates to create a campaign audience </span> <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-7omly" 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"> <p>LinkedIn audience templates are sets of pre-populated targeting options that help advertisers reach their targeted audiences. You can apply an audience template to a new campaign when you set up your audience in the campaign creation flow.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>To select an audience template when building your campaign:</p> </div> <ol class="article-content__ordered-list" data-test-selector="orderedList-container"> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Sign in to Campaign Manager.</p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>If you need to switch accounts, click the account name in the upper-left corner of the page and select the correct account name from the dropdown. </p> </div> </li> </ol> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a423742?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Use LinkedIn audience templates to create a campaign audience”"> 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-lbpp9" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Member Interests and Traits targeting </span> <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-lbpp9" 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"> <p>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.</p> </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"> <p>General interests within Interests and Traits may be based on or inferred from member actions and engagement with specific online content on LinkedIn. </p> </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"> <p>Members can update their ad preferences for interest targeting in their LinkedIn account settings. </p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422631?trk=hc-articlePage-peopleAlsoViewed" 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