Learn best practices on how to set up your campaign's target audience to drive results. The right target audience allows you to focus your campaign on the LinkedIn members most likely to take action on your ads.
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Skills include those explicitly added by members in their skills section as well as keywords mentioned elsewhere in their profile. LinkedIn also derives skills from a member’s job description, employer, industry, and education.
Member Groups
Important to know
Reach for some attributes or audiences may be limited when targeting within the European Economic Area (EEA) or Switzerland. We recommend the following when using certain audience targeting features:
- If you’re targeting Location, Member Gender, Member Interests, or Member Traits, we recommend you continue to use your selected option and explore other audiences or attributes to supplement your reach.
- If you’re targeting Member Age, we recommend adding job seniorities, years of experience, or job titles.
- If you’re creating a retargeting Matched Audience, we recommend you consider creating a scaled audience with our predictive audiences, using a data source that aligns with the specific actions you'd like to replicate.
- If you're creating a website retargeting audience, we recommend you extend the length of your lookback window to help increase audience size.
- You can also enable the LinkedIn Audience Network to help extend the reach of your campaigns to members (based on their preference) on third-party apps and sites.
We recommend reviewing our targeting best practices for audience size and exploring and testing different targeting facets that fit your ideal audience profile.
Learn more about targeting options for LinkedIn Ads and how you can use AND-OR targeting for audience reach.
For Member Groups targeting:
Campaigns created before May 15, 2024 that target the EEA or Switzerland and Member Groups | Up to May 14, 2024 - Edits to campaigns can be made without requiring either the removal of Member Groups as a targeting facet or EEA or Switzerland targeting. On or after May 15, 2024 - Edits to these campaigns will require either the removal of Member Groups as a targeting facet or EEA or Switzerland targeting to save and activate your campaign. |
Campaigns created on or after May 15, 2024 that target the EEA or Switzerland | Member Group targeting is no longer available. |
Campaigns that don't target the EEA or Switzerland and target Member Groups | There are no changes to these campaigns. |
Once your campaign has launched, you can better understand who’s interacting with your ads through anonymized campaign professional demographic data.
Once you know more about your audience, you can begin to tailor content to be more relevant and test ad variations to learn what performs best.
Learn more
- Explore our free, 45-minute learning course, Using LinkedIn's Ad Targeting.
- Learn more from our LinkedIn Targeting guide.