Are Your Linkedin Ads Targeting the Right Audience?

If you’re advertising on Linkedin, you may find yourself wondering if your ads are being seen by the right people. Targeting the right audience will result in higher conversions, more qualified sales leads and increased ROI. Taking advantage of Linkedin’s  customizable advertising options can be beneficial, especially when you consider that most user profiles are extremely telling.
Targeting your audience will lead to the placement of ads in a number of places, including Profiles, Home Pages, Inboxes, Search Reults Pages and Groups. Once you define your target criteria, your ads will only be shown to members who fit that criteria.
You can target your ads to Linkedin members according to job title, job function, industry, geographic location, company size, company name, seniority level, age, gender or Linkedin group. Play around with customization options to estimate the size of the audience size you’ll be able to reach. Note that targeting narrows the scope of people who will see your ad.
Gepgraphic targeting, in particular, can have a drastic effect on audience size. When targeting for an industry, create separate campaigns that are industry-specific. Targeting by job function will allow you to limit ads on a more broad level, such as finance, marketing and operations. Group targeting, which is perhaps the most beneficial, allows you to target your audience based on interests, skills and expertise.

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2 thoughts on “Are Your Linkedin Ads Targeting the Right Audience?”

  1. Your comments make sense. I have tried a half dozen ads and the conversion rate on linkedin is virtually non existent – at least in my experience. I have played with all of the variables you described with no success. While advertising on linkedin sounds appealing I don’t think people are clicking on ads. I will keep trying a bit longer with more variations but I am very skeptical at this point.

  2. I am in the same boat at Rob. LinkedIn ads are quite appealing because of the advanced targeting. However, we’ve had virtually no success with the self-service platform, despite optimizing for the above variables – as well as testing many ad variations. I’ve had advertising reps at LinkedIn point-blank tell me that there are very few success stories via the self-serve ad platform. While we’ll keep trying, I certainly wouldn’t guarantee anyone results from this tactic.

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