Audience targeting with LinkedIn advertisement | Digital Clicks Blog
I am guessing when someone mentions social media marketing to you, the networks that immediately come to mind are Facebook and Twitter, right? I mean, why would you go anywhere else? LinkedIn, while not quite as popular as the other two, has reported a user base of over 100 million strong. Now that is a big pool of potential consumers that should not be left ignored. It is no secret that LinkedIn pulls in the more professionally orientated crowd out there, and their ad targeting operates in a manner more suited to this target audience. Unlike other social networks, LinkedIn’s targeted advertisement audience is decided at the campaign level. You can fill out several criteria that will assemble layer upon layer to narrow down your search and select the best candidates to advertise to; these criteria are: Geography: Specify who globally you are trying to reach, e.g., UK, North America.Company: Select individual companies by name or select from categories.Job Title: Select individual job titles or choose a job category.Group: Target members of a particular group.Gender: Need I explain?Age: Choose an age category from 18-24, 25-34, 35-54, and 55+. So if you were creating a PPC campaign that targeted individuals in the UK IT sector, you could narrow your campaign in a similar way to this. All LinkedIn 120,0000~ —> Members in the UK Only 7,478,732 —> IT professionals 690,112 -> Aged between 25-54 (60% of LinkedIn’s users) 251,005 If you were perhaps instead aiming for the decision-makers of a company, i.e., the CEOs, you could simply enter CEO into the job title to further zero in on the audience you are aiming for. Job Title: CEO/Deputy CEO/Managing Director/Owner: 21,802 Now, while this is a smaller field of customers, it is extremely targeted towards the type of people who are likely to be in the position to make company decisions. These ads can then be displayed in several locations over the LinkedIn website; however, you can also set the ads to appear on other websites that are members of the LinkedIn Audience Network. This works in the same way as advertisements appearing on the website itself, targeting members that are in this example “decision makers” when they visit other sites that are within the audience network. So when considering where to place your social media advertisement, spare a thought to launching a PPC campaign on LinkedIn, particularly if your campaign is industry-related.