LinkedIn has excellent targeting options, allowing advertisers to be specific on the exact audience you want to target. From company and job titles to demographics and interests, you need to focus your audience on the most relevant segment for your message.
The targeting options are split into two: Audience Attributes & Match Audiences.
Audience Attributes: utilise LinkedIn target criteria through company, demographic, education, job experience, interest and traits. A maximum of 100 selections are permitted for demographic-based targeting options. If your targeting selections severely limit your reach, you will be notified with an 'Audience Too Narrow' message which prevents you from saving your targeting and moving to the next step. Increase your audience size in order to save your changes.
Matched Audiences: allow you to create custom audience segments including:
1. Data List - company or contact list
2. Retargeting people who:
- Visited a page on your website
- Viewed your video ad
- Opened or submitted your Lead Gen Form
- Engaged with your LinkedIn Page
- RSVP’d for your LinkedIn Event
- Third-party
- Lookalike
A recommended audience size for event marketing on LinkedIn is between 50,000 and 300,000. Audience sizes smaller than this may have trouble scaling and meeting daily budgets, as well as risking users not seeing your ads.