How to Choose Your LinkedIn Ad Audience

LinkedIn: What is it and who is on it? 

LinkedIn is a social media platform for professionals to network and interact with one another whether it be from around the country or from around the world. According to Hootsuite, LinkedIn is the most trusted social network in the United States with 722 million members. Out of those 722 million members, 57% are men while 43% are women. Hootsuite also explains that 59.9% of users are in the age group between 25 and 34 years old. These LinkedIn users are using the platform to search for jobs and to conversate with their connections. Another important note is 57% of LinkedIn’s traffic is via mobile devices. By understanding who is on LinkedIn, why they are using the platform, and where they are browsing the site, you can better utilize the platform to reach your ad campaign’s target audience.

Targeting LinkedIn’s Audience Via Paid Ads  

LinkedIn offers more than 200 characteristics to allow you to be as specific as possible when you are trying to reach a certain audience using their ads platform. Targeting characteristics include locations, companies, job titles, skills, schools, groups, and more. If you already have a buyer or customer persona in place, setting up your audience for a LinkedIn campaign is easy. 

If you don’t have a written customer persona, take the time to consider exactly who you are trying to reach. Include some, or all, of the characteristics mentioned above. Great questions to ask in developing your persona include: 

  • Where does your audience work? 
  • How old are they? 
  • Are they married? 
  • Do they have kids? 
  • Where do they work? 
  • What is their job title? 
  • What level of education do they have? (if on LinkedIn, they probably have higher education)
  • What school did they attend? 
  • Where do they live? 

These questions should help you begin to understand who your target audience really is and how to better reach them, especially since LinkedIn allows you to get incredibly specific on who sees your ad.

For example, if a bank is looking to open more checking accounts, they could look to LinkedIn for advertising to young professionals. 

One persona for the bank could be James. James had a student checking account under his parents throughout his undergraduate career in journalism at The University of Mississippi and his internship at the local news station in Tupelo, Mississippi. As he is finishing up his first year at his entry-level position at the same local news station, he is considering opening a checking account for himself. James likes to read, write, and exercise in his free time while career-wise he is aiming to work at a larger news station based in New York City. 

In this scenario, you would take the persona of James, which can get even more specific, and build your checking account campaign on LinkedIn around him. LinkedIn allows you to advertise based on many characteristics such as skills like writing, schools like The University of Mississippi, and locations like Tupelo, Mississippi. You would then reach all the real-life Jameses. With several different personas in place for a campaign, you can reach your entire professional target audience on LinkedIn. 

As Social Media Examiner mentions, LinkedIn does require you to have a minimum audience size of 300 members. To help you understand how many people your personas will actually reach, during campaign building, LinkedIn projects the number of people in the targeted audience. It is important to use personas and be specific when designing your target audience so that you do not waste time and money on people who aren’t really a part of your audience. When you advertise to a general group of people, people who will never consider your product or service can get put into the mix. By crafting detailed target audiences through personas, you can avoid reaching the wrong people. 

LinkedIn is a great place for advertising to young professionals, especially when you know exactly who you want to advertise to. If you are struggling with your personas or deciding who to advertise to on LinkedIn, Momentum Consulting can help! Call us today at 662-416-8674 for your free thirty-minute consultation!

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