# Audience targeting for LinkedIn campaigns in Ad Manager

> Audience targeting defines who will see your LinkedIn ads . Ad Manager gives you powerful controls to build precise audiences while keeping the setup…

- Source: https://docs.ghlcustomercare.com/docs/marketing/linkedin-ads/audience-targeting-for-linkedin-campaigns-in-ad-manager
- Section: Marketing / LinkedIn Ads
- Reading time: 2 min
- Images: 4, each explained below

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Audience targeting defines **who will see your LinkedIn ads**. Ad Manager gives you powerful controls to build precise audiences while keeping the setup intuitive.

This article explains **geographic targeting**, **intended audience attributes** and how **include/exclude rules with AND/OR logic** work together.

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## **TABLE OF CONTENTS**

-   [Geographic Targeting (Mandatory)](#geographic-targeting-mandatory)
-   [Intended Audiences (Optional)](#intended-audiences-optional)
    -   [Attribute Categories Available](#attribute-categories-available)
-   [Include & Exclude](#include-and-exclude)
-   [Attribute Groups and Logic](#attribute-groups-and-logic)
-   [Example: Building an Audience](#example-building-an-audience)
-   [Best Practices](#best-practices)

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## **Geographic Targeting (Mandatory)**

Every LinkedIn campaign must have at least **one geographic location** selected.

-   You can **include or exclude** countries, states, regions or cities.
    
-   Search for locations in the field and add them as chips.
    
-   Use the dropdown next to each chip to toggle **Include** or **Exclude**.
    

![Geographic Targeting (Mandatory) (image 1 of 4)](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155054817753/original/yqojCn3RP-c6ayQem5_Sk77EoZyrSFJ3aQ.png)

**Geographic Targeting (Mandatory) (image 1 of 4)**

This screenshot appears in the "Geographic Targeting (Mandatory)" section of "Audience targeting for LinkedIn campaigns in Ad Manager". The text alongside this image reads: You can include or exclude countries, states, regions or cities. Search for locations in the field and add them as chips. Use the dropdown next to each chip to toggle Include or Exclude. Immediately after, the guide continues: Tip: Start with broader geographies (e.g., country) if your audience pool is small. Narrow down only when you need more precision.
- What to choose: You can include or exclude countries, states, regions or cities. Search for locations in the field and add them as chips. Use the dropdown next to each chip to toggle Include or Exclude.
- Controls: one geographic location, include or exclude, Include, Exclude, Tip
- Next: Tip: Start with broader geographies (e.g., country) if your audience pool is small. Narrow down only when you need more precision.

Full procedure:

1. You can include or exclude countries, states, regions or cities.
2. Search for locations in the field and add them as chips.
3. Use the dropdown next to each chip to toggle Include or Exclude.

**Tip**_:_ Start with broader geographies (e.g., country) if your audience pool is small. Narrow down only when you need more precision.

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## **Intended Audiences (Optional)**

Beyond location, you can refine your targeting by selecting professional attributes. These attributes let you reach people based on their LinkedIn profiles.

### **Attribute Categories Available**

-   **Company** : Industry, Company Size, Growth Lists (e.g., Fortune 500).
    
-   **Demographics** : Age, Gender (if supported by LinkedIn).
    
-   **Job Experience** : Job Titles, Seniority, Job Function.
    
-   **Education** : Fields of Study, Degrees, Schools.
    
-   **Interests & Traits** : Professional interests, behaviors.
    

![Attribute Categories Available (image 2 of 4)](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155054817859/original/-jtKlxEH57ajTiXKK7nvQMZE-j29UPa5ew.png)

**Attribute Categories Available (image 2 of 4)**

This screenshot appears in the "Attribute Categories Available" section of "Audience targeting for LinkedIn campaigns in Ad Manager". The text alongside this image reads: Company: Industry, Company Size, Growth Lists (e.g., Fortune 500). Demographics: Age, Gender (if supported by LinkedIn). Job Experience: Job Titles, Seniority, Job Function. Education: Fields of Study, Degrees, Schools. Interests & Traits: Professional interests, behaviors. Immediately after, the guide continues: Each attribute can be included (target these people) or excluded (filter them out).
- What this covers: Company: Industry, Company Size, Growth Lists (e.g., Fortune 500). Demographics: Age, Gender (if supported by LinkedIn). Job Experience: Job Titles, Seniority, Job Function. Education: Fields of Study, Degrees, Schools. Interests & Traits: Professional interests, behaviors.
- Controls: Company, Demographics, Job Experience, Education, Interests & Traits
- Next: Each attribute can be included (target these people) or excluded (filter them out).

Full procedure:

1. Company: Industry, Company Size, Growth Lists (e.g., Fortune 500).
2. Demographics: Age, Gender (if supported by LinkedIn).
3. Job Experience: Job Titles, Seniority, Job Function.
4. Education: Fields of Study, Degrees, Schools.
5. Interests & Traits: Professional interests, behaviors.

![Attribute Categories Available (image 3 of 4)](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155054817896/original/_tcedvo-2T7jcQAGBR6OVCQfBmJd19Oq3Q.png)

**Attribute Categories Available (image 3 of 4)**

This screenshot appears in the "Attribute Categories Available" section of "Audience targeting for LinkedIn campaigns in Ad Manager". The text alongside this image reads: Company: Industry, Company Size, Growth Lists (e.g., Fortune 500). Demographics: Age, Gender (if supported by LinkedIn). Job Experience: Job Titles, Seniority, Job Function. Education: Fields of Study, Degrees, Schools. Interests & Traits: Professional interests, behaviors. Immediately after, the guide continues: Each attribute can be included (target these people) or excluded (filter them out).
- What this covers: Company: Industry, Company Size, Growth Lists (e.g., Fortune 500). Demographics: Age, Gender (if supported by LinkedIn). Job Experience: Job Titles, Seniority, Job Function. Education: Fields of Study, Degrees, Schools. Interests & Traits: Professional interests, behaviors.
- Controls: Company, Demographics, Job Experience, Education, Interests & Traits
- Next: Each attribute can be included (target these people) or excluded (filter them out).

Full procedure:

1. Company: Industry, Company Size, Growth Lists (e.g., Fortune 500).
2. Demographics: Age, Gender (if supported by LinkedIn).
3. Job Experience: Job Titles, Seniority, Job Function.
4. Education: Fields of Study, Degrees, Schools.
5. Interests & Traits: Professional interests, behaviors.

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## **Include & Exclude**

Each attribute can be **included** (target these people) or **excluded** (filter them out).

-   **Include Example**: Target “Marketing Managers” in the SaaS industry.
    
-   **Exclude Example**: Remove “Interns” or “Students” to refine your reach.
    

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## **Attribute Groups and Logic**

We supports **up to 3 attribute groups**.

-   **Inside a group** : Attributes follow **OR logic**.
    
    -   Example: Job Title = Marketing Manager **OR** Director.
        
-   **Between groups** : Groups follow **AND logic**.
    
    -   Example: (Job Title = Marketing Manager OR Director) **AND** (Industry = Healthcare).
        

This allows you to layer multiple targeting rules without overcomplicating the setup.

![Attribute Groups and Logic (image 4 of 4)](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155054818081/original/l7lQi22RTvSYsjVlzv_0ZOXMXI8VM6Ihgw.png)

**Attribute Groups and Logic (image 4 of 4)**

This screenshot appears in the "Attribute Groups and Logic" section of "Audience targeting for LinkedIn campaigns in Ad Manager". The text alongside this image reads: This allows you to layer multiple targeting rules without overcomplicating the setup. Immediately after, the guide continues: Here’s how it looks in practice.
- What this covers: This allows you to layer multiple targeting rules without overcomplicating the setup.
- Controls: up to 3 attribute groups, Inside a group, OR logic, OR, Between groups, AND logic, AND
- Next: Here’s how it looks in practice:

Full procedure:

1. Inside a group: Attributes follow OR logic.
2. Between groups: Groups follow AND logic.

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## **Example: Building an Audience**

Here’s how it looks in practice:

1.  **Group 1 (Include)**:
    
    -   Job Title = “General Manager” OR “Project Manager”
        
    -   Field of Study = “Engineering”
        
2.  **Group 2 (Include)**:
    
    -   School = “Harvard Business School”
        
    -   Member Group = “Amazon AWS Architects”
        

Result: Ads will only reach people who match at least one attribute in Group 1 AND one attribute in Group 2.

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## **Best Practices**

-   **Always set location first** : campaigns cannot run without it.
    
-   **Start broad, refine later** : if the audience is too small, delivery may suffer.
    
-   **Avoid overusing Exclude** : it may shrink the audience pool too much.
    
-   **Use OR within groups for flexibility** : combine similar roles, industries or skills.
    
-   **Use AND across groups for precision** : layer role + industry + company size.
    
-   Aim for at least **50,000+ audience size** for optimal LinkedIn delivery.

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