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LinkedIn Ads ⎸ Growth Marketing ⎸ Experimentation ⎸ Marketing Analytics

LinkedIn Ads targeting seems to be flawed. 😕 Let me explain! 👉 For example, I'd like to target consumer finance companies in the Baltics and Nordics. I have a sample set of companies, and I've determined that they are all in the Financial Services category on LinkedIn.  When building an audience, LinkedIn allows you to play around with it to see which companies are included in the audience. For the sample set of companies, I see that the people who work there are not only categorized in the Financial Services category but also in some of the sub-categories.  In targeting, you can't have both. You can't target the main category and exclude the irrelevant sub-categories. But if you use only sub-categories, you'd exclude people who are only in the main category. You would think that all users in the main category are divided between the sub-categories, but this isn't the case. That's not all! LinkedIn might decide to add users from other associated pages to your targeting audience. 🧯What's the solution?! Use prebuilt lists. Yes, use tools like Clay, to define and build a list of companies to upload to LinkedIn. This will ensure that you target only the relevant companies without unintentionally excluding any of them. Pro tip! Build a company, not a contact list. This ensures a higher match rate. Let me know if you have seen anything similar! #linkedinads #b2bmarketing #linkedinadvertising #b2b

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