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Optimizing LinkedIn Ads Targeting: Beyond Job Titles2 min read

Flavia Groza-Bocăneț marketing specialist

FLAVIA BOCĂNEȚ Marketing Specialist & the owl

I launch my digital footprint into the world through meaningful collaborations. In exchange, I offer creativity, concentrated doses of digital education and punchlines for more than cheerful meetings.


In the realm of LinkedIn Ads targeting, reaching the ideal audience is crucial for campaign success. While job titles appear to be a straightforward targeting method, a hurdle arises due to LinkedIn’s “Super Titles” categorization. This system lumps together similar job titles, potentially causing your campaigns to reach a broader audience than intended.

Optimizing LinkedIn Ads Targeting Beyond Job Titles

Challenges with Job Title Targeting

  • Inaccurate Audience Reach: LinkedIn’s “Super Titles” group various job titles under a single umbrella. Targeting solely by job title might expose your ads to individuals whose actual titles differ slightly, resulting in an influx of unqualified leads.
  • Limited Targeting Scope: Focusing solely on job titles restricts your campaign’s reach to a specific category, potentially excluding qualified candidates who hold titles outside the targeted group.

Effective Targeting Strategies

To overcome these limitations and ensure your LinkedIn Ads campaigns reach the most relevant audience, consider incorporating the following strategies:

  • Combine Targeting Criteria: Don’t solely rely on job titles. Supplement your targeting with additional factors like:
    • Skills: Target users who possess specific skills relevant to your advertised position.
    • Companies: Target individuals working at specific companies where you seek to recruit talent.
    • Groups: LinkedIn groups often concentrate professionals within a particular industry or niche. Targeting relevant groups can help you connect with a highly qualified audience.
  • Utilize Boolean Operators: LinkedIn’s targeting interface allows the use of Boolean operators (AND, OR, NOT) to refine your audience selection. This enables you to create more precise targeting criteria. For instance, you could target individuals with the title “Software Engineer” AND the skill “Java programming.”

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By acknowledging the limitations of job title targeting and implementing a multifaceted approach that incorporates additional criteria, you can significantly enhance the effectiveness of your LinkedIn Ads campaigns. By strategically combining various targeting methods, you can ensure your ads reach a highly relevant audience, ultimately driving better results and a higher return on investment (ROI) for your recruitment efforts.

Additional Recommendations

  • Leverage Audience Insights: Utilize LinkedIn’s Audience Insights tool to gain valuable data about your target audience. This information can inform your targeting decisions and help you tailor your campaigns for optimal reach.
  • Continuously Monitor and Refine: Track the performance of your LinkedIn Ads campaigns and make adjustments as needed. Analyze which targeting combinations yield the best results and adapt your strategy accordingly.

By following these guidelines and capitalizing on the strengths of LinkedIn’s targeting features, you can craft highly effective LinkedIn Ads campaigns that connect you with the most qualified candidates for your open positions.


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Flavia Groza-Bocăneț

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