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Audiences on LinkedIn

Who is your audience

Use professional characteristics Consider targeting your customer

to define your audience
Reach key buyers and decision makers
61 million senior level influencers and
65 million decision-makers are on LinkedIn.
Review a few member profiles for inspiration,
paying special attention to endorsed skills,
current and past positions and seniority levels.
Consider combining function or interests
with seniority or use lookalike audiences.
For more focused targeting use skills,
member traits or job title targeting.
contacts, key companies, website visitors
or those who engaged with past ads
Increase consideration from a precise audience
Help your brand or business stand out with
those most interested in your product or service.
Bring your customer data over to LinkedIn
using one of our data integration partners.
Upload a list of contacts or companies to reach
key buyers, influencers and decision makers.
Create an audience from those who visited your website
or engaged with your Video Ads or Lead Gen Forms.

Include people who influence the purchase Expand your scope further by targeting
Influence the influencers audiences similar to your existing customers
Directly reach prospects similar to your existing
34% of young millennials (19-25) and 41% of older
customers, prospects or website visitors
millennials (26-35) have decision-making responsibilities.

Consider targeting Senior individual contributors (ICs). Using lookalike audiences can
Increasingly, ICs have a large say in buying decisions. expand reach by 25-45%+*.

Utilize interest targeting or groups targeting to Build an audience from current customers, low
reach members with unique professional interests or funnel website visitors, or leads vetted by sales.
expertise in areas relevant to your brand or product.
Use an uploaded list or website audience and
To reach senior ICs with lots of experience, create a lookalike audience which will identify
target them by choosing Senior and combine those who look like your current customers.
that with the Years of Experience.
*When compared to a matched audience alone

Checklist for finalizing a strategy Tips & tricks

Validate your audience size is over
50k. A minimum of 300 members is
required to launch a campaign.
Have a plan for experimenting,
A/B testing, and optimization.
Leverage our targeting capabilities off-
platform via LinkedIn Audience Network.
When launching, start broad and then
narrow down your audience with insights
from campaign demographics.
Check that your target audience is over
50,000. If your audience gets too small,
you’ll have to bid higher and spend
more to reach & drive conversions.
Turn on Audience Expansion
if your audience is less than 50k.
Experiment and A/B test the same
ad creative with different audiences.
If running global campaigns, segment
by region to maximize daily pacing.
To expand your audience use ‘or’. To
narrow your audience use ‘and’.
Use the search bar to find targeting attributes
that match what you’re looking for.
Your audience is on LinkedIn

706M+ 200+
More than 706M professionals worldwide gather With over 200 different characteristics to choose
on LinkedIn to stay connected and informed, from, you’ll be able to find the right target audience
advance their careers, and work smarter. needed to make your campaign successful.

Job experience Education Firmographics Interest*

Job functions* Degrees* Company connections Member Groups*

• Human Resources • PhD Reach the first-degree • Finance Club
• Marketing • Masters of Business connections of employees • HR & Talent Management
• Information Technology • Masters of Science of a selected company (with Executive
• Finance • Master of Architecture over 500 members) • Digital Marketing
• Legal • Master of Computer Company Followers • The Logistics & Supply
• Operations Applications Chain Networking Group
Reach followers of your
• Real Estate • Master of Education company page Member Interests*
• Sales • Master of Engineering
Company Industries* • SMBs
• Support • Master of Social Work
• Real estate • Corporate financial
Job Seniority • Bachelor of Arts
• Software & IT planning
• Bachelor of Business
• Owner
• Internet • Employee onboarding
• Bachelor of Science
• Partner
• Consumer Goods • Leadership development
• Bachelor of Laws
• CXO
• Education • Agile project
• Bachelor of Technology
• VP
• Entertainment management
• Bachelor of Science
• Director
• Finance • Office design
• Associates
• Manager
• Media and • Retail banking
• Senior Fields of Study* • Insurance (like
Communications
• Training • Economics Liability insurance)
• Unpaid • Social Company Name • Global economy
Job Titles* • Computer Science Company Size (like emerging markets)
• Business • Myself • Tax compliance
• Human Resource Manager
• Marketing • 1-10 employees • B2B Marketing
• Marketing Manager
• Law • 11-50 employees • Digital Marketing
• Procurement Analyst
• Medicine • 51-200 employees • Customer retention
• Security Engineer
• Head of Information Member Schools • 201-500 employees • Public relations
Technology Includes schools, colleges, • 501-1000 employees • Artificial Intelligence
• Financial Advisors universities or other learning • 1001-5000 employees • Machine learning
• Medical Doctors institutions where a member • 5001-10000 employees • Video game development
• Logistics Supply Chain has completed a course • 10001+ employees • Antivirus and Malware
Specialist • Quantum computing
Company Categories • Sales and retail
• Event Planner
• Financial Analyst Company Growth Member Traits*
Member Skills* • Frequent Contributor
• Microsoft Excel • Frequent Traveler
• Project Coordination • Job Seeker
• Program Management • Open to Education
• Risk Management • Recently promoted
• Medicine • Recently relocated
• Public Affairs Matched audiences
• Event Marketing
• Financial Modeling • Website retargeting Demographics
Years of Experience • Contact targeting
Select a custom range from • Account targeting
• Lookalike audiences • Age
1 - 12+ years • Gender
• Engagement retargeting
• Data integration partners

*This is a sample list, there are over 200 attributes in this category.
A full list of attributes are available within LinkedIn Campaign Manager