LinkedIn ads allow advertisers to target a highly specialized professional audience. One of the ways you can target your ads is based on location, specifically by zip code. Targeting by zip code gives you the ability to hone in on specific geographic areas and only show your ads to users within that location. This level of targeting can be extremely useful for businesses that serve a local customer base or want to test ads in certain regions. In this article, we’ll look at how targeting by zip code works on LinkedIn, the benefits it provides, and some tips for successfully using this feature.
Can You Target Zip Codes on LinkedIn Ads?
Yes, LinkedIn does give advertisers the ability to target ads by zip code. When setting up a Sponsored Content ad or Sponsored InMail campaign, you can enter specific zip codes you want to target under the “Locations” targeting option.
There are a couple things to keep in mind with this targeting method:
– You can enter multiple zip codes separated by commas to target several geographic areas.
– Only zip codes in the United States and Canada are supported at this time. International targeting is limited to the country level.
– Targeting by city, region, or country is also available, so zip code targeting works in addition to these other location options.
So in summary – yes, targeting LinkedIn ads by zip code is entirely possible for advertisers wanting to reach users in specific U.S. and Canadian postal codes. It’s a powerful way to geo-target your campaigns.
Benefits of Targeting Zip Codes
There are a few key benefits that make zip code targeting valuable for LinkedIn advertisers:
Reach your ideal local audience
The ability to target by zip code gives you closer proximity to your ideal customers. You can zero in on geographic areas where you know your persona lives and works. This is hugely beneficial if you have a location-based business like a retail store, restaurant, etc. Targeting nearby zip codes allows you to get your brand and offers in front of nearby potential customers.
Test and optimize location-based performance
With zip code targeting, you can also test the performance of different regions and see what locations give you the best results. You might find that your ads or content resonate really well with audiences in certain zip codes but not as much in others. You can put more budget towards the high-performing areas and less where engagement is lower.
Qualify leads by location
If location is an important lead qualifier for your business, targeting by zip code can help you filter out users who don’t meet this criteria. For example, if you only serve customers in the New York tri-state area, you can specifically target zip codes only in that geographic radius. This allows you to hone in on qualified, potential customers and avoid wasting budget on users outside your service region.
Coordinate ads with local events or campaigns
If you have a brick-and-mortar location running a special promo, new product launch, or local event, you can create an ad campaign targeting the surrounding zip codes. This allows you to coordinate your LinkedIn ads with your local marketing efforts for maximum impact.
So in summary, some of the key upsides are better proximity to your target audience, optimizing your ads by location, qualifying location-based leads, and coordinating with local campaigns. Overall, it provides more precise targeting for businesses focused on specific geographic areas.
Tips for Targeting Zip Codes
Here are some tips to make the most out of targeting zip codes with your LinkedIn ad campaigns:
Leverage LinkedIn’s audience insights
Use LinkedIn Audience Insights to analyze the number of your target audience members within each zip code. This can help you identify which geographic areas have the most potential customers. Focus your efforts on zip codes with a high concentration of your ideal audience.
Provide enough budget for hyper-targeted ads
Because you are narrowing down your targeting so precisely, make sure to allocate enough budget to each zip code campaign. With a smaller potential reach, you’ll need sufficient budget for the ads to get enough exposure within each location.
Test ad variations by zip code
Try A/B testing different versions of your ads by zip code groups. This can show you what messaging and creative resonates best with each geographic audience. You can then tailor ads accordingly.
Coordinate zip code targeting across channels
For the best results, align your LinkedIn zip code campaigns with Google/Facebook ads, direct mail, or other marketing targeting the same postal codes. A unified approach across channels will amplify your impact in each location.
Monitor and optimize frequently
Closely analyze the performance of each zip code and segment your approach based on results. Boost investment in the highest converting zip codes and reduce budget for poorer performing areas. This allows you to optimize spending.
Targeting Zip Codes by Campaign Objective
The way you target zip codes may vary depending on your specific LinkedIn campaign objective:
Brand Awareness Campaigns
For brand awareness campaigns, you’ll likely want to cast a wider net by targeting zip codes in all your key geographic regions. Focusing on your total addressable market for your brand message.
Lead Generation Campaigns
With lead gen campaigns, target zip codes known to have higher concentrations of your ideal customer. Analyze Audience Insights data to ID these “high-value” zip codes and spend to reach users there.
Traffic Campaigns
Look at where your website traffic is coming from and target nearby zip codes. Expanding your reach to those adjacent areas likely to drive qualified visitors.
Engagement Campaigns
Engagement-focused campaigns may target existing high-priority customer zip codes where you want to increase touchpoints. Identify where current best customers are located.
Conversions Campaigns
For conversion objectives, target zip codes that already over-index for conversions. Double down on areas with proven high conversion rates.
So in summary, align your location targeting strategy to your specific campaign goals and objectives for the best results.
Targeting Options Beyond Zip Code
While zip code targeting provides an effective way to geo-target LinkedIn ads, it’s not the only location-based targeting available:
City Targeting
You can target specific cities you want to reach rather than targeting by the more precise zip code level. City targeting still allows for effective geographic targeting.
Region Targeting
LinkedIn also lets you target by region or state. This is a good option if you want to broaden targeting beyond a single metro.
Country Targeting
At the broadest level, you can target ads by country to reach users located in a specific nation. Helpful for segmentation of international campaigns.
Location Category Targeting
Beyond geographic targeting, you can also target by members who have listed certain location categories on their profile, such as “New York City Metropolitan Area” or “San Francisco Bay Area.”
So in addition to zip code campaigns, advertisers have multiple options to target LinkedIn ads by location. You can mix and match different types of geographical targeting to achieve your goals.
LinkedIn’s Location Targeting Options (Summary Table)
| Targeting Type | Description | Benefits |
|---|---|---|
| Zip Code | Target specific 5 digit U.S. or Canadian postal codes | Precision targeting of hyper-local areas |
| City | Target metro areas and cities | Reach users in a specific urban location |
| Region | Target states, provinces, or regions | Broad targeting beyond a single city |
| Country | Target an entire nation | National-level targeting |
| Location Category | Target based on location categories users list on their profile | Reach users who identify with a metro area |
Frequently Asked Questions
Here are answers to some common FAQs around targeting zip codes with LinkedIn ads:
How many zip codes can you target in one LinkedIn campaign?
There is no specific limit to the number of zip codes you can target in a single campaign. You can enter as many as are relevant to your goals. Just keep in mind that targeting more zip codes means you’ll need a larger budget to achieve adequate reach and frequency.
Can you target zip codes globally or only in certain countries?
Zip code targeting is currently only available for the United States and Canada. For other regions, you’ll need to use broader country-level targeting. LinkedIn has stated plans to expand zip code capabilities to more countries in the future.
Is targeting by city or region more effective than targeting zip codes?
It depends on your specific objectives and target audience concentration. In some cases city or region may be sufficient. But zip code targeting provides greater precision for hyper-local campaigns focused on proximity. Test to see what works best.
What’s the minimum budget needed for effective zip code targeting?
There’s no definitive answer, as it depends on factors like audience size and competition in each zip code. But as a general guideline, plan for at least a $5/day spend per zip code targeted. Monitor weekly and adjust budget as needed.
Can I use zip code targeting across all LinkedIn campaign types?
Yes, LinkedIn allows you to target by zip code across Sponsored Content, Sponsored InMail, Text Ads, and Dynamic Ads. The functionality is consistent across all ad formats.
Conclusion
Targeting LinkedIn ads by zip code provides an extremely effective form of proximity-based targeting. If you serve local customers or want to coordinate marketing across regions, it allows you to hone in on specific postal codes and geo-target your campaigns. By following some of the targeting tips outlined here, advertisers can make the most out of this capability to drive awareness, leads, and sales in key geographic areas. Combine zip code targeting with broader location options to craft a strategic location-based LinkedIn advertising approach.
