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LinkedIn profile targeting

Note

Learn more about where LinkedIn profile targeting is available.

Microsoft Advertising is the only advertising platform (other than LinkedIn) that allows you to target potential customers based on their LinkedIn profile information. You can target customers based on their:

  • Company, such as Microsoft, Alibaba.com, or KLM Royal Dutch Air Lines.
  • Industry, such as finance, broadcast media, or law enforcement.
  • Job function, such as sales, accounting, or purchasing.

LinkedIn profile targeting is available for Search campaigns, Dynamic Search ad campaigns, Microsoft Shopping campaigns, Audience campaigns, and Performance Max campaigns.

Note

  • Not everyone can use LinkedIn targeting for Performance Max campaigns yet. If you can't, don't worry—it's coming soon!
  • Not all possible companies, industries, and job functions are available for targeting. We are constantly expanding our lists, so if you don't see what you're looking for, check again later.
  • To use LinkedIn targeting to target companies, you need to manually add company lists within the platform. At this time, importing lists from external files or other platforms is not supported.
  • If you have any additional questions about company lists, please contact Support.

How to set up LinkedIn profile targeting

  • When creating an ad group

    Note

    The instructions below apply to most campaign types—however, if you want to set up LinkedIn targeting for Performance Max campaigns, please follow the instructions here: About audience signals.

    1. Select Create ad group.
    2. In the Ad group target & bids section:
    3. Select Company, Industry, and/or Job function.
    4. If this target type is already set at the campaign level, the Use my campaign settings toggle is on; to edit this target type for the ad group, turn the toggle off and then select Edit target.
    5. Search or browse for companies, industries, and/or job functions, and select Target for the ones you want.
    6. Select Done for each target type.
    7. Set a bid adjustment for each target.

    Note

    You cannot target more than 1,000 companies in a single ad group or campaign.

  • In an existing campaign or ad group's settings
    In the campaign or ad group's Settings, look for the Campaign targets or Ad group targets section. The instructions below apply to most campaign types—however, if you want to set up LinkedIn targeting for Performance Max campaigns, please follow the instructions here: About audience signals.

    Note

    The instructions below apply to most campaign types—however, if you want to set up LinkedIn targeting for Performance Max campaigns, please follow the instructions here: About audience signals.

    1. Select Edit target categories.
    2. Select Company, Industry, and/or Job function.
    3. If you are on an ad group's Settings and have already set this target type at the campaign level, you'll see the Use my campaign settings toggle switched on. To edit this target type for this ad group, switch the toggle off and then select Edit target.
    4. Search or browse for companies, industries, and/or job functions, and select Target for the appropriate ones.
    5. Select Done for each target type.
    6. Finally, set a bid adjustment for each target.

    Note

    You cannot target more than 1,000 companies in a single ad group or campaign.

  • In an existing campaign or ad group's Demographics tab
    In the campaign or ad group's Demographics tab (not everyone has this tab yet). The instructions below apply to most campaign types—however, if you want to set up LinkedIn targeting for Performance Max campaigns, please follow the instructions here: About audience signals.

    1. Select Company, Industry, or Job function.
    2. Select Add company, Add industry, or Add job function.
    3. Search or browse for a company, industry, or job function and then set a bid adjustment for it.
    4. Select Save.

    Note

    You cannot target more than 1,000 companies in a single ad group or campaign.

How to edit or remove LinkedIn profile targeting

To edit or remove your LinkedIn profile targeting, follow the steps below. These instructions apply to most campaign types—however, if you want to edit LinkedIn profile targeting for Performance Max campaigns, please follow the instructions here.

  1. From the navigation menu on the left, select Campaigns.
  2. Select the appropriate campaign.
  3. Select Demographics.
  4. Select Company, Industry, or Job function.
  5. Select the Campaign tab.
  6. Select the checkbox next to the targets you want to edit.
  7. Select Edit.
  8. Choose Enable, Exclude, Delete, or Change bid adjustment.
  9. Select Ok.

Note

  • LinkedIn profile targeting will not narrow your ads' audience. For example, by targeting a specific company, you aren't excluding everyone who does not work for that company. If you're familiar with remarketing list targeting, you can think of LinkedIn profile targeting as "bid only", as opposed to "target and bid".
  • For more information on adjusting bids, see How to target my customers by adjusting my bids.
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