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.

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Title-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.

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The 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.

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📌 What We Cover

• Targeting is the number one thing that is killing your ad program
• For the love of all things good and holy: do not use audience expansion or the LinkedIn third-party network expansion
• Two ways people are setting money on fire: industry-based targeting and title-based targeting
• LinkedIn industry targeting is super confusing and isn’t nearly specific enough
• Title-based targeting on LinkedIn is lumping together multiple titles that are kinda close
• List-based advertising: identify the exact companies and people you want to market to, then upload that list to LinkedIn
• Match rates with personal email addresses, LinkedIn URLs, or LinkedIn event registration form exports
• Quarterly list refresh, job changes, and the trade-off for exponentially greater efficiency of spend

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🔗 Resources Mentioned

• LinkedIn (audience expansion, third-party network expansion, LinkedIn ads platform, LinkedIn event, registration form, LinkedIn URL)
• Google
• ChatGPT
• Sales Intel
• ZoomInfo
• Amplemarket: AI Sales Copilot for sales teams
• Scrappy ABM: Visit for more ABM tips and strategies
• Connect with Mason on LinkedIn for a conversation about ABM

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