The better you understand your target group, the better we can target.
After all, you want to catch the attention not of everyone, but of the right target group.
LET’S DO A QUICK TEST
Open LinkedIn, on your mobile or desktop, and click on the timeline to the second update from the top. The one with ‘promoted’ next to it.
Is it relevant to you?
If so, the advertiser has their targeting sorted.
If not, it’s a waste of money.
ONLY DISPLAY TO THOSE FOR WHOM IT IS INTENDED
There are many campaigns on LinkedIn which get sent to the wrong target group.
Check your own timeline; you’ll see adverts which are totally irrelevant to you. You’re not the target group at all.
Often, with this kind of campaign, it’s been decided to aim for the largest audience possible rather than the right audience.
Put another way, the decision has been made to go for quantity rather than quality. We don’t do things that way.
We want to display the adverts only to those for whom they are intended.
We call that sharpshooting. You take aim, and if you hit the target, you score.
We can put together a very specific target group within LinkedIn for each campaign.
This is also called targeting, and it results in a target group or audience.
LinkedIn gives the option of targeting a great many criteria; characteristics of the organisation or the person.
We can target based on gender, age, geography (by province, country or region), position, title, size of company, sector, seniority, etc. as well as on specific interests such as memberships of certain groups.
We can also upload lists of specific organisations or persons you particularly do or don’t want to target.
Not to mention the look-alike audiences where we define new target groups on the basis of existing clients.
And re-targeting people who have visited your website or watched 25% of your video ad, for example, etc.