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The Daily Carnage


Target LinkedIn ads by job function, not title.

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How Are You Targeting Your LinkedIn Ads?

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Are you targeting your LinkedIn Ads based on job title?

The folks at Cognism suspected this tactic was limiting their reach by excluding relevant job titles. So, they pivoted to targeting job functions instead.

Here’s how:

  1. First, they started with refining their ideal customer profile (ICP).
  2. Next, they created a process to identify exclusions based on industry, job title, etc.
  3. Then, they monitored their demographic reports for irrelevant job titles.
  4. They adjusted their internal definition of enterprise to target more relevant companies.
  5. Finally, they added exclusions to their ads, much like negative keywords in Google Ads.

Did it work?

At first, their LinkedIn Ads did hit irrelevant job titles. But with continual optimizations, they doubled their reach, boosted engagement 3x, and saw growth and pipeline increase by 26%.

Read more about the tactic at CXL.

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