LinkedIn Interests and Traits targeting lets you build your audience based on members’ direct or inferred interests, traits, or professional groups they may belong to, subject to each member’s ad settings and LinkedIn’s Advertising Policies.
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General interests within Interests and Traits may be based on or inferred from member actions and engagement with specific online content on LinkedIn.
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Members can update their ad preferences for interest targeting in their LinkedIn account settings.
Important to know
LinkedIn tools, including Member Interests and Traits targeting, may not be used to discriminate. Learn more in our LinkedIn Advertising Policies.
Reach may be limited for Member Interests and Traits when targeting within the European Economic Area or Switzerland. Learn more about our best practices for LinkedIn Ads audience targeting.
There are three categories within Interests and Traits targeting:
Member Groups
Member Groups targeting reaches members who share interests or professional associations by belonging to the same LinkedIn Group.
These groups are not a proxy for targeting members based on any traits they might share, beyond their interest in the Member Groups targeted. For example, membership in a LinkedIn Group focused on accessibility does not indicate the member has a disability or related health condition (so should never be used as a proxy for it), but only that the member has a professional interest in accessibility.
Important to know
Beginning on May 15, 2024, Member Groups will no longer be available as a targeting attribute for the European Economic Area (EEA) or Switzerland. For more information, please review our best practices for LinkedIn Ads audience targeting.
Member Interests
Member Interests targeting includes a broad variety of member interest topics that may be based on or inferred from member actions and engagement with specific content on LinkedIn.
For example, selecting the Business and Management interest would target audiences who have engaged with content about business and management, not necessarily people who work in those fields. Each Member Interests topic in Campaign Manager opens a subcategory when selected.
Member Interests is divided into three topics:
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General interests - Includes general categories such as Business and Management, Finance and Economy, and Technology.
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Product interests - Includes product categories such as Customer Support Software, Marketing Software, and Sales Software.
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Service interests - Includes service categories such as Business Analytics Services, Real Estate Services, and Web Development Services.
When you hover over the
Member Traits
Member Traits targeting allows you to reach members who, for example, are frequent contributors, frequent travelers, job seekers, or recently promoted. These are direct and inferred traits of members based on actions they take on LinkedIn, their LinkedIn profile, device preferences, and/or general (coarse, not precise) location.
Here's a tip
When selecting targeting facets for your campaign audience, member Interests and Traits may not be used with a contact list (whether uploaded directly or through a marketing platform) or a website retargeting audience.
As a member, you can see the interests and traits we infer about you and use to personalize ads and can choose to opt out of that use by going to your Interest Categories setting.
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