When you create an ad campaign to boost a LinkedIn Page post, you’ll choose a target audience of people you want to reach with your Sponsored Content. You can either:
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Choose an existing saved audience
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Create a new target audience
You’ll be guided to make target audience selections in the campaign creation flow. Use the forecasting window on the right side of the page to understand how your audience selections will impact your audience size.
Important: You must have an audience size of at least 300 people to launch a campaign. We recommend a minimum of 300,000 for Sponsored Content campaigns.
The target audience for your post can be defined by:
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Profile attributes you select from job seniorities, job functions, and company industries
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Interests you select from LinkedIn Groups
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LinkedIn audience templates with preset targeting values
- Examples: Corporate HR Professionals or Financial Decision Makers
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A saved audience that you previously created
You must also select these required fields when you create an audience:
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Profile language: The language the member has selected for their LinkedIn profile
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Location: Geographic location is based on the permanent or long-term location specified by the member in their profile and/or by their IP address for short-term visits.
Important to know
Beginning on May 15, 2024, Member Groups will no longer be available as a targeting attribute for the European Economic Area (EEA) or Switzerland. For more information, please review our best practices for LinkedIn Ads audience targeting.
When you select audience attributes or interests, you can include or exclude multiple values in your target audience.
If you select profile attributes, you will be able to include or exclude the following facets:
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Locations
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Job Seniorities
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Job Functions
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Company Industries
If you select interests, you can include locations and member groups, but you can only exclude locations.
If you select a LinkedIn audience template, you can include locations but you can’t exclude any additional facets.
When selecting multiple targeting attributes for your audience, keep in mind:
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Adding multiple values for one facet, such Manager and Director in Job Seniorities, may expand the size of your target audience because your audience member may meet any one of the selected values (OR logic).
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Adding multiple facets, such as Job Seniorities and Company Industries, may decrease the size of your target audience because your audience member must meet the criteria of both facets (AND logic).
Once you’ve created your audience, you have options to enhance your audience based on those selections.
Audience expansion expands your audience to include more LinkedIn members with attributes similar to those selected.
LinkedIn Audience Network extends the reach of your campaign by serving your ad to target audience members on trusted third-party partner sites and apps.
Note: Not all targeting features are available when boosting a post from a LinkedIn Page. For full targeting features, including Matched Audiences, create or edit your campaign in Campaign Manager.
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