Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn’t nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after.ㅤTitle-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.ㅤThe alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.ㅤ📌 What We CoverTargeting is the number one thing that is killing your ad programFor the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansionTwo ways people are setting money on fire: industry-based targeting and title-based targetingLinkedIn industry targeting is super confusing and isn’t nearly specific enoughTitle-based targeting on LinkedIn is lumping together multiple titles that are kinda closeList-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedInMatch rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exportsQuarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spendㅤ🔗 Resources MentionedLinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)GoogleChatGPTSales IntelZoomInfoAmplemarket: AI Sales Copilot for sales teamsScrappy ABM: Visit for more ABM tips and strategiesConnect with Mason on LinkedIn for a conversation about ABMㅤIf you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to have a review and share this episode with your team or fellow marketers!

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