Yes, you can target specific companies when running LinkedIn ads. LinkedIn’s detailed targeting options allow you to target your ads by company name, company size, job function, industry, seniority level, and more. This makes LinkedIn a powerful platform for targeting your ads to reach your ideal customers at specific companies.
Why Target Specific Companies on LinkedIn?
There are several key reasons you may want to target specific companies with your LinkedIn ads:
- Generate leads and opportunities at target accounts – Focus your ad spend on your ideal customers and prospect accounts.
- Increase brand awareness – Get your brand and messaging in front of key decision makers.
- Drive engagement – Promote content and offers tailored to specific companies.
- Retargeting – Remind contacts at target accounts about your business.
Precise targeting allows you to tailor your messaging, offers, and creative to resonate with each company you want to reach.
How to Target Companies on LinkedIn
To target specific companies on LinkedIn ads, follow these steps:
- Create an ad campaign and access the targeting options.
- Under the “Demographics” section, select “Company.”
- Enter the names or LinkedIn Company Pages of the specific companies you want to target.
- Narrow your targeting further by location, job function, seniority, and more.
- Set your bid strategy and budget.
- Launch your ad campaign.
You can enter up to 300 specific company names to target per ad campaign. Take the time to carefully select the companies that align best with your goals and ideal customer profile.
Company Targeting Tips
Here are some tips for effective company targeting on LinkedIn:
- Prioritize companies by potential value – Target your dream accounts first.
- Research targeted companies beforehand – Make sure your messaging will resonate.
- Target contacts by seniority – C-level roles may see different ads than mid-level managers.
- Consider limiting by location – You can target company offices in certain cities.
- Watch performance and optimize – Adjust targeting if needed to improve results.
Company Targeting Use Cases
Some examples of effective ways to apply company targeting on LinkedIn include:
Lead Generation
Target contacts at companies that fit your ideal customer profile to drive relevant leads. For example, a B2B SaaS company could target main decision makers at mid-market technology businesses.
Event Promotion
Increase awareness and registration for an upcoming webinar, demo day, conference, or other event by targeting associated companies.
Account-Based Marketing
Engage your best-fit accounts with targeted ads showcasing customer success stories, relevant content offers, and more. Coordinate with sales.
Competitive Targeting
Run ads promoting your distinct advantages to contacts at companies that currently use competitor solutions.
Retargeting
Remind prospects at targeted companies to finish signing up or convert, after they previously engaged with your ads or site.
Company Targeting Options
Here is more detail on the different ways you can target companies on LinkedIn ads:
Targeting Method | Description |
---|---|
Specific Companies | Enter individual Company Pages or accounts by name to target up to 300 companies. |
LinkedIn Audience Templates | Use predefined B2B audience templates focused on company attributes. |
Matched Audiences | Target companies from your own CRM data uploaded to LinkedIn. |
Similar Audiences | Find new audiences with comparable profiles to your target companies. |
Company Size | Target by number of employees, or focus on enterprise-level accounts. |
Industry | Target contacts at companies in your relevant sectors. |
Job Seniority | Target leadership roles like Founder, Director, VP, etc. |
Measuring Performance of Company Targeting
To determine the success of targeting specific companies, you can analyze metrics like:
- Impressions and reach at each company
- Engagement rate from targeted companies
- Leads, conversions, or deals generated from target accounts
- Website traffic and conversions from targeted companies
- Conversion rate and cost per conversion by company
Monitor these KPIs for each of your target accounts. You may uncover high performing companies worth additional investment, or those not generating results that may need their targeting adjusted.
Conclusion
Targeting specific companies on LinkedIn enables your brand to engage your ideal customers and accounts through precise ad targeting. Carefully select target companies, coordinate campaigns with sales, track performance by account, and optimize efforts over time for the best results. Applied effectively, LinkedIn’s company targeting can become a core pillar of your overall B2B marketing and SaaS customer acquisition strategy.