LinkedIn Geo-Targeting Guide 2024

LinkedIn geo-targeting lets you zero in on your ideal B2B audience by location. Here's what you need to know:

• Target by country, region, state, city, postal code, or custom groups

• Use Campaign Manager to set it up easily

• Mix location targeting with job titles, industries, and company sizes

Key features for 2024:

• Permanent Location: Uses profile info

• Recent Location: Based on IP address

• Location Combinations: Target multiple areas at once

• Exclusions: Avoid specific locations

Quick tips:

• Start broad, then narrow down

• Test different location + filter combos

• Keep audience size above 50,000 for best results

• Update targeting based on performance data

| Targeting Option | Best For | Audience Size |
| --- | --- | --- |
| Country | Broad campaigns | Large |
| Region/State | Regional focus | Medium |
| City/Metro | Local events | Small-Medium |
| Postal Code | Neighborhood focus | Very Small

Remember: Location targeting is mandatory for LinkedIn ads. Use it wisely to boost your B2B marketing results.

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LinkedIn's Geo-Targeting Options

LinkedIn lets you zero in on your audience with various location-based targeting options. Here's the rundown:

Country Targeting

This is the big-picture option. Use it when you're:

• Running campaigns across multiple countries

• Dipping your toes into new markets

• Dealing with country-specific rules

Pro tip: Got multiple countries? Create separate campaigns for each. It'll help you tailor your message and budget.

Region and State Targeting

Want to narrow things down? This option's for you. It's great for:

• Pushing regional promotions

• Advertising state-specific events or services

For example, a B2B software company might focus on tech hotspots like California, New York, and Massachusetts.

City and Metro Area Targeting

This one's perfect for:

• Local events or workshops

• Services that are only available in certain cities

Insider tip: Mix city targeting with industry filters for laser-focused B2B campaigns.

Postal Code Targeting

This is as specific as it gets. Use it for:

• Services that cater to specific neighborhoods

• Super local promotions

Just make sure you're not targeting too small an audience. LinkedIn suggests aiming for 50,000 to 150,000 members for best results.

Custom Location Groups

Want to mix and match? Custom groups let you combine different locations. This works well for:

• Targeting specific business areas

• Creating campaigns for multiple branch locations

Here's a quick comparison:

| Targeting Option | Best Use | Audience Size |
| --- | --- | --- |
| Country | Broad campaigns | Large |
| Region/State | Regional focus | Medium |
| City/Metro | Local events | Small-Medium |
| Postal Code | Neighborhood focus | Very Small |
| Custom Groups | Specific areas | Varies

Remember, you HAVE TO use location targeting for LinkedIn ads. Choose "permanent" settings to target people who live or work in your selected areas.

One last tip: Don't go overboard with filters. Stick to a maximum of two additional filters on top of location. Otherwise, you might end up with an audience that's too small.

Setting Up Geo-Targeting on LinkedIn

Want to focus your LinkedIn ads on specific locations? Here's how:

Using Campaign Manager

1. Log into LinkedIn Campaign Manager

2. Create a new campaign or edit an existing one

3. Find "Location" in the "Audience" section

4. Pick "Recent" (IP address) or "Permanent" (profile info) location

"Location is the only mandatory targeting field on LinkedIn", says LinkedIn's guide. It's a must for reaching the right members.

Choosing Target Locations

Match your business goals:

• Countries: Broad campaigns

• Regions/States: Area-specific promos

• Cities: Local events or services

• Postal Codes: Neighborhood targeting

Pro tip: Exclude locations to fine-tune your audience.

Mixing with Other Filters

Combine geo-targeting with:

| Filter Type | Examples |
| --- | --- |
| Demographics | Age, gender |
| Job Experience | Job title, seniority |
| Interests | Groups, skills

But don't go overboard. LinkedIn warns:

"Avoid hyper-targeting. Stick to two or three targeting facets to keep your audience size up."

Smart Location Picking

1. Target where you can actually do business

2. Aim for at least 50,000 members for most ad types

3. Use LinkedIn's audience templates to save time

4. Test different location and filter combos

Always check your estimated reach in Campaign Manager as you set up targeting. It's the key to getting your ads in front of the right eyes.

Advanced Geo-Targeting Methods

Adding Industry and Company Size Filters

Want to supercharge your LinkedIn campaigns? Mix geo-targeting with industry and company size filters. It's like using a GPS for your ideal customers.

| Filter Type | Example |
| --- | --- |
| Location | New York City |
| Industry | Financial Services |
| Company Size | 1,000-5,000 employees

This combo zeroes in on NYC financial firms with 1,000-5,000 staff. Bingo!

Area-Specific Content and Offers

Speak your audience's local language. Try:

• Regional case studies

• Local event promos

• Area-specific deals

A tech company could pitch "Tech Trends in Silicon Valley" to Californians, but switch to "East Coast Tech Innovation" for New Yorkers.

Event-Based Geo-Fencing

Geo-fencing is like setting up a virtual boundary. Use it for:

• Trade shows

• Conferences

• Company HQs

Run campaigns during these events. It's like catching fish when they're biting.

Multi-Country Campaign Tips

Going global? Remember:

1. Know your local markets

2. Tweak your message for culture fit

3. Speak the local lingo

4. Adjust budgets to market size

"Zenith, a UK fintech, launched a European LinkedIn campaign in March 2023. They sliced and diced their approach for different banks. Result? 45% more qualified leads than their old one-size-fits-all method", says LinkedIn's Success Stories.

Improving Geo-Targeted Campaigns

Want to supercharge your LinkedIn geo-targeted campaigns? Here's how:

Check Location-Based Results

Use LinkedIn's Campaign Manager to see how your ads perform in different areas:

1. Hit the Demographics tab

2. Look at job titles, seniority, and industry data

3. Focus on who's clicking and converting

This helps you spot your golden locations and the ones that aren't pulling their weight.

Test Different Areas

A/B testing is your secret weapon. Here's the game plan:

1. Make two similar campaigns

2. Change ONLY the location targeting

3. Run them at the same time

4. Compare results

Try targeting New York City vs. the whole state of New York. Which one gives you more bang for your buck?

Tweak Bids and Budgets

Once you know your top-performing areas, adjust your spending:

| Action | When to Do It |
| --- | --- |
| Boost budget | For high-performing locations |
| Cut budget | For underperforming areas |
| Up your bid | To compete in popular spots |
| Lower your bid | In less competitive areas

It's all about squeezing the most out of every dollar.

Update Target Audiences

Use your findings to fine-tune your audience:

• Add job titles that convert well

• Cut industries that don't engage

• Adjust company size targets based on performance

Don't just set it and forget it. Keep tweaking based on what you learn.

"To succeed on LinkedIn, you need to know the right techniques that will help you dig deeper and smarter than the rest." - Databox

This advice hits the nail on the head for geo-targeting. The more you dig into your data, the smarter your campaigns get.

Geo-Targeting Challenges

LinkedIn's geo-targeting is powerful, but it's not perfect. Here are the main issues and how to deal with them:

Location Data Accuracy

It's hard to know exactly where users are. Why?

• Some people turn off location services or use VPNs

• LinkedIn uses profile info and IP addresses, which can be outdated

To fix this:

• Use "strict place of residence" for better targeting

• Update your audience data often

• Check your results against other metrics

Small Audiences

Targeting specific areas can lead to tiny audiences. LinkedIn needs at least 300 members for a campaign.

| Audience Size | LinkedIn's Advice |
| --- | --- |
| Minimum | 300 members |
| Ideal | Over 50,000 members

If your audience is too small:

• Target a wider area

• Mix geo-targeting with other filters

• Try LinkedIn's Audience Network

Targeting vs. Reach

Narrow targeting can boost relevance but cut reach. To find balance:

• Start broad, then narrow down

• Use A/B tests to compare approaches

• Watch engagement rates

Local Ad Rules

Each area has its own ad laws. Ignoring them can cause problems.

To stay safe:

• Research local laws first

• Use LinkedIn's compliance tools

• Consider working with local experts

"72% of consumers who do local searches visit a store within 5 miles." - Google

This shows why good geo-targeting matters, even for B2B on LinkedIn.

Combining Geo-Targeting with Other LinkedIn Tools

Geo-targeting on LinkedIn packs a punch when mixed with other platform features. Here's how to blend them for better results:

Using with Matched Audiences

Matched Audiences + geo-targeting = laser-focused campaigns. You can:

• Zero in on website visitors from specific areas

• Target key accounts in certain regions

• Customize ads for contacts based on where they are

Think: Tech companies in San Francisco who've checked out your pricing page.

Geo-Targeting in Audience Network

Expand your reach beyond LinkedIn with Audience Network. Add geo-targeting and you'll:

• Hit your audience on partner sites in specific locations

• Control your ad's geographical spread

• Tweak bids based on regional performance

Imagine: Targeting IT pros in major tech hubs across multiple platforms.

Location-Specific Ad Content

Speak the local lingo to boost engagement:

• Use local references and language

• Address region-specific pain points

• Showcase local success stories

For example: Different ads for San Francisco (tech-focused) and Houston (energy sector-centric).

Geo-Targeting in Account-Based Marketing (ABM)

For ABM, geo-targeting helps you:

• Hone in on key accounts in specific areas

• Tailor your message to local business needs

• Distribute budget based on account locations

| ABM Geo-Targeting Steps | Description |
| --- | --- |
| List target accounts | Organize by location |
| Create local content | Tailor to each region |
| Set up geo-campaigns | Target specific areas |
| Track regional results | Adjust based on performance

Real-World Examples

Let's look at how companies have used LinkedIn's geo-targeting to boost their campaigns:

B2B Geo-Targeting Success Stories

Software Company Finds Hidden Talent

A software firm targeted marketing managers by location on LinkedIn:

• Found marketing automation experts in smaller cities

• Qualified leads jumped 30% compared to non-geo-targeted campaigns

Travel Company Boosts European Bookings

A travel agency used country-specific targeting:

• Created ads for popular local destinations

• Click-through rates up 25%, bookings rose 15% in targeted countries

Campaign Results

Here's how geo-targeted LinkedIn campaigns performed:

| Company | Focus | Key Metric | Result |
| --- | --- | --- | --- |
| Software Firm | [Lead Generation](https://podify.io/blog/lead-generation-companies-top-new-business-opportunities-for-2024) | Qualified Leads | 30% increase |
| Travel Agency | Bookings | Click-Through Rate | 25% increase |
| B2B SaaS | Regional Challenges | Lead Generation | 30% improvement |
| Local Bakery | Store Opening | Foot Traffic | Big increase |
| Fitness Franchise | Gym Membership | New Sign-ups | Quickly filled new locations

Key Takeaways

1. Speak to local needs

The software company won by understanding what marketing managers in different cities needed.

2. Mix geo-targeting with other filters

Top campaigns combined location with job title and industry targeting.

3. Keep testing

Companies didn't "set and forget." They tried different areas and messages to improve results.

4. Look beyond big cities

The software company found talent in unexpected places. Don't ignore smaller markets.

5. Use geo-targeting for local events

A bakery's "Sweet Treats Near Your Office" campaign drove foot traffic to their stores.

Future of LinkedIn Geo-Targeting

LinkedIn's geo-targeting is getting a makeover in 2024 and beyond. Here's what's coming:

New Features on the Horizon

LinkedIn's cooking up some cool stuff:

• Targeting specific buildings or streets

• Auto-adjusting target areas based on real-time data

• Following users across mobile and desktop

Tech Shaking Things Up

New tech is changing the game:

| Tech | What It Means for Geo-Targeting |
| --- | --- |
| AI  | Guessing where users might go |
| 5G  | Updating locations super fast |
| IoT | Using data from smart devices

These changes? They'll help marketers create ads that hit the mark.

AR: The Next Big Thing?

Augmented Reality could flip LinkedIn geo-targeting on its head:

Imagine seeing virtual business cards of nearby LinkedIn members or AR job postings tied to real locations. Cool, right?

But here's the catch: balancing these features with privacy concerns is key.

So, what should marketers do?

1. Keep tabs on new LinkedIn features

2. Play around with different targeting levels

3. Mix geo-targeting with other filters

4. Watch out for privacy rules that might affect location-based ads

The future of LinkedIn geo-targeting? It's looking pretty exciting.

Conclusion

LinkedIn geo-targeting in 2024 is a game-changer for B2B marketers. Here's what you need to know:

• Target by country, region, state, city, postal code, or custom groups

• Use Campaign Manager to set it up

• Mix geo-targeting with other filters like industry and company size

To make the most of it:

1. Set clear goals

2. Keep an eye on your results

3. Be ready to adjust your approach

4. Follow the rules in each location

| Do This | Why |
| --- | --- |
| Use Campaign Manager | Makes targeting easy |
| Mix with other filters | Hits your exact audience |
| Check results often | Helps you improve |
| Follow local rules | Keeps you out of trouble

LinkedIn's 850M+ professionals make it a B2B goldmine. Master geo-targeting, and you'll reach the right people in the right places.

"The Product Hunt launch exceeded our wildest expectations and kickstarted our growth in ways we hadn't anticipated." - Akshay Kothari, CPO of Notion

While this isn't about LinkedIn, it shows what good targeting can do. With LinkedIn's tools, you can create campaigns that pack a similar punch.

For your 2024 LinkedIn strategy:

• Try different targeting mixes

• Create content for specific locations

• Stay on top of new LinkedIn features

FAQs

Can you do geo targeting on LinkedIn?

Yes, LinkedIn offers geo-targeting. You can target members based on:

• Their profile location

• Where they live and visit (IP address)

This lets you focus on specific countries, regions, cities, or postal codes.

What are targeting best practices on LinkedIn?

Here's how to make the most of LinkedIn targeting:

1. Start with location

Define your geographic reach first.

2. Build a focused audience

Use job title or industry filters to narrow down your target.

3. Don't over-target

Stick to 2-3 targeting facets to keep your reach broad enough.

4. Use templates

LinkedIn's audience templates can help you target key groups quickly.

5. Keep an eye on performance

Check the Demographics tab in Campaign Manager often.

| Do  | Don't |
| --- | --- |
| Use location as your base | Target too narrowly |
| Combine with relevant filters | Ignore performance data |
| Test different audiences | Set and forget targeting