Yes, LinkedIn ads allow advertisers to target their ads to a specific list of companies. This targeting option provides a powerful way for marketers to reach their ideal B2B customers on LinkedIn.
LinkedIn offers several options for targeting ads, including targeting by company, job title, industry, skills, and more. The ability to upload a specific list of companies to target provides precision targeting, enabling advertisers to reach the companies they want to reach.
How LinkedIn Ad Targeting by Company List Works
To target a specific list of companies on LinkedIn, advertisers need to upload their list of company names or LinkedIn Company IDs. This list can contain up to 300,000 companies.
Once uploaded, the ad campaign can be configured to target only the companies included on that list. Whenever members who work at those companies use LinkedIn, they will be eligible to see the ads.
This works because LinkedIn users include their company name and LinkedIn Company Page when setting up their profile. LinkedIn is then able to match the companies being targeted with the company information in member profiles and serve ads accordingly.
Benefits of Targeting Companies by List
There are several key benefits to targeting a specific list of companies with LinkedIn ads:
Reach your ideal customers
The main benefit is the ability to reach your ideal B2B customers. Targeting specific companies enables advertisers to get their ads in front of decision makers and buyers at relevant accounts. Rather than trying to reach your audience more broadly, you can zero in on just those companies you want to reach.
Improve campaign relevance
Targeting company lists also improves the relevance of your campaign. Your ads will only be displayed to members who work at those specific companies. This helps ensure your ads resonate with your target audience.
Drive more conversions
Increased relevance typically leads to better campaign performance and more conversions. When you connect with the right audiences, you are more likely to generate leads, engagement, and sales. Company list targeting helps you focus budget on the companies that matter most.
Segment and test accounts
The ability to upload specific company lists also enables advertisers to test different segments and accounts. For example, you may want to try targeting a list of your existing customers to upsell and cross-sell. Or you could try targeting companies that fit your ideal customer profile as a prospecting campaign.
How to Create a Target Company List
To take advantage of company list targeting, advertisers will first need to assemble the list of companies to target. There are a few ways to compile a target company list:
Your existing customer list
A CRM list of existing customers makes a logical starting point. Targeting your current customers allows you to engage them for retention and upsell opportunities.
Ideal customer profiles
Research your ideal customers and identify companies that fit this target profile. Tools like LinkedIn Sales Navigator make it easy to search for and save lists of prospects.
Third-party intent data
There are B2B data providers that sell contact and intent data for company list building. This data can help you identify companies with certain business characteristics.
Website traffic and engagement
Analyze your website analytics to see what companies are already visiting your site and engaging with your content. These companies make great targets.
Event attendees
For advertisers who host live or virtual events, consider targeting a list of past event attendees from specific companies. This list allows you to keep them engaged.
Once you assemble your target company list, the list can be uploaded to LinkedIn Campaign Manager when setting up your campaign. Be sure to include the official company name or LinkedIn Company Page ID for best matching.
Tips for Successful Company Targeting
Here are some tips to help maximize the impact of targeting ads to a company list on LinkedIn:
Include at least 150 companies
For best results, include at least 150 companies on your list. Very narrow lists under 150 companies can lead to low delivery and high costs per click. Broaden your list to improve scale.
Prioritize companies by value
If your budget cannot support your full company list, try ranking companies by priority or value. Focus your ad spend on higher value accounts first.
Match company names exactly
Use official company names and spellings for the most accurate matching. Avoid using abbreviations or informal names.
Refine lists over time
Test and refine your lists over time. Remove companies not responding and add new prospects to replace them.
Coordinate with sales
Make sure your ad targeting aligns with sales prospecting. Your ads can then work in tandem with outreach.
Company Targeting Use Cases
Targeting specific company lists with LinkedIn ads can be applied across many B2B marketing and advertising objectives:
Driving event registration
Upload a list of companies you want to attend your webinar or event. Target them with ads promoting event registration.
Retargeting website visitors
Capture company names from your website and target ads to draw them back to complete a purchase.
Promoting brand awareness
Define companies you want to build brand equity with and run branded ads reaching those accounts.
Engaging customers
Stay top of mind with current customers by targeting ads to a list of existing accounts.
Promoting new offerings
Get on the radar early at companies that would benefit from your new product or service.
Conclusion
The capability to target a specific list of companies is a key advantage of LinkedIn advertising for B2B marketers. This precision targeting enables advertisers to connect their ads with their ideal customers and accounts. To leverage company list targeting effectively, devote time to assembling high quality lists of your target companies. Test and refine your lists over time as you measure campaign results. With an optimized company list and compelling creative, LinkedIn ads can drive greater engagement, leads and sales from your priority accounts.
| Ad Targeting Option | Description |
|---|---|
| Job Title | Target ads by job title or seniority |
| Company Name | Target ads by specific company names |
| Industry | Target ads by industry vertical |
| Skills | Target ads by skills listed in member profiles |
| Groups | Target members who belong to certain LinkedIn Groups |
| Job Functions | Target members by their department or function |
| Seniority Level | Target ads by seniority such as director, manager, etc. |
This table summarizes some of the key ways LinkedIn ads can be targeted to reach specific B2B audiences.
Frequently Asked Questions
How many companies can you target in a LinkedIn ad campaign?
LinkedIn allows advertisers to target up to 300,000 companies in a single ad campaign. This provides significant flexibility to reach a large number of accounts.
What types of companies can I target?
Any company with a LinkedIn presence can be targeted, including nearly all Fortune 500 companies. Both large enterprises and small businesses are targetable if they have employees on LinkedIn.
Can I target companies by attributes like industry, size, or tech stack?
Yes, you can layer on additional attributes beyond company name, including industry, number of employees, and any skills or technologies used at the company.
Are personal accounts targetable on LinkedIn?
LinkedIn does not allow targeting of personal accounts. You can only target company pages and individual member profiles associated with companies.
Can I retarget people who have already visited my website?
Yes, LinkedIn supports retargeting ads based on website visitors and engagement. You can upload lists of companies that have interacted with your site.
Summary
– LinkedIn ads enable advertisers to target specific lists of companies uploaded to Campaign Manager
– This precision targeting allows you to reach key decision makers at your ideal customer accounts
– Compile targeted company lists from your CRM, website analytics, purchaed intent data and more
– Use company list targeting for use cases like events, retargeting, customer retention and more
– Follow best practices like including 150+ companies and matching names exactly for optimal performance
Targeting company lists with LinkedIn ads is a proven tactic for B2B marketers to drive greater precision, relevancy and results from their LinkedIn ad campaigns.
