The F Company

Senior Paid Marketing Specialist

The F Company is a B2B marketing agency helping businesses to scale

- Working externally with B2B across SaaS, Services, and Industrial industries
- Helping businesses 2x their growth
- Building and executing  "go-to-market" strategies

Paid Marketing Specialist

Junior Paid Marketing Specialist 

INFLURY

Content Marketing Specialist 

B2B Paid Marketing @ The F Company | B2B Ads Consultant

I am Kirill and I do B2B paid marketing.

25 cases across SaaS, Industrial, and Service industries. €1,000,000+ media budget managed.

I am part of an agency and work independently.

How LinkedIn job title targeting actually works 

The job title affects Seniority, Job Function, and Job Title a person belongs to in the audience builder. But the full title is less important than keywords in the title. 

The job title is a free-entry field, so you can’t use it directly to build an audience. Otherwise, you have to list 42 name variations of the same position. So LinkedIn uses title’s keywords to assign targeting attributes.
 
1️⃣  Seniority
 
Seniority doesn’t depend on just years of experience. Instead, “Manager” in the title assigns seniority Manager,  “Specialist” to Specialist, etc. 

A single keyword doesn’t determine all attributes. It is a combination of keywords and other data outside of the job title. E.g., “Marketing Manager” is mostly a Senior level. 

It works well in the business world where titles share a lot of common keywords. 

But LinkedIn gets confused if you go niche. E.g., “Chef” and “Data Scientist” are both Entry seniority while people in these positions are very experienced.

So if you are targeting an audience where “Manager”, “Director”, “Specialist”, etc. are not common keywords, be careful with Seniority targeting. 

2️⃣  Job Titles

Job Title targeting also uses keywords, but there are many more groups of keywords. 

Every title has several job title variations under it. Some are supertitles that cover dozens of titles of different seniorities and functions. But the keyword logic is the same. 

I’ve talked about supertitles in my previous post, check it out.

3️⃣  Job Function

Job function works the same but with its own groups of keywords about work function. 

Your best bet is to build your audiences with Job Function + Seniority.

If your audience is niche, stick to Job Title targeting. 

If your audience is too niche to use Job Titles, try Job Function + Seniority + Skills. 

Whatever your audience is, knowing the keyword logic will reduce your ad waste and explain why you are targeting demographics that definitely shouldn't be there.

Kirill Vdov

Do not pause your campaigns over the holidays

It is this time of the year when budgets have to be spent, campaigns have to be paused by the holiday season. Because nobody looks at ads during the summer. 

But LinkedIn doesn’t go on a summer break, nor does your audience go on a 3-month digital detox. 

Holiday season is the best time to build awareness and run educational content:

1) Work pace is more relaxed, so your audience has time to research new products

2) Less competition, lower costs

3) You will not book any meeting right away, but you will get your foot in the door to follow up later

Here is the performance of the same gated educational campaign against Directors and C-level of 1B+ orgs in June and the entire year.

June: €11.81 CPL
Year: €14.26 CPL 

Same audience, same lead quality. 

June tends to be the best month, July has a dip in performance, and August is on par with the rest of the year or better. 

If you have to pause your campaigns before the summer, at least don't frontload the budget. 

It is the same every year. Companies are trying to spend a 3-month budget in 2 months, dump it all into the media budget, and increase the costs for everyone.
 
There is no reason to compete for your audience's attention during the busiest time of the year at an increased cost.

Pace your budget. Take advantage of the slow seasons, and tune it down during during Black Friday/Xmas/Presummer gold rush seasons. 

P.S.
This trend is on a decline as advertisers realize the value of always-on campaigns and don't pause. But it is not the norm yet, so make use of it while you can.

Taplio

Kirill Vdov's Linkedin Analytics

Kirill Vdov

What is Kirill talking about?

Kirill Vdov's Best Posts (last 30 days)

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Taplio

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Kirill Vdov

What is Kirill talking about?

Kirill Vdov's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Kirill Vdov's Linkedin Analytics

Kirill Vdov's Best Posts (last 30 days)