How to Create LinkedIn Saved Audience in XPO

A LinkedIn Saved Audience allows you to save and consolidate various targeting options including multiple custom audiences created previously, audience attributes such as company, job experience, education, demographics, interests and traits, and finally locations - into a single audience segment to assist in your ad group targeting strategies in LinkedIn.

In XPO, you can sync your LinkedIn audience to your campaigns. There are 2 key steps:

STEP 1: Create LinkedIn Saved Audience In XPO

1. Go to Audience >  Audience Segments, click +Audience button.
   
   
   
   
2. Name your audience. Then, select LinkedIn Ads as your Audience Type and choose Saved Audience.
   
   
3. Next, select your advertiser (a default advertiser is pre-selected, but you can choose from multiple accounts. Once selected, it cannot be edited without restarting the process).
   
   
   
   
4. Select one or more Rule Groups for your new Saved Audience Segment. The 3 options are:
   
   
   
   
   
   
   • Profile Language: Select a language from the dropdown list.
   • Detailed Targeting: Select a custom audience(s) and audience attributes from here. You can narrow down your targeting and also add individuals to your exclude list. While editing, you can add/remove custom audiences or attributes, further narrow the targeting, and exclude individuals.
   • Geo-locations: It is mandatory to add at least one included location in this segment. Search and select specific locations from the suggestions provided. You can include or exclude geo-locations too. While editing, you can add/remove, and include/exclude locations.
     
     
5. Save your segment. Next, we will proceed to link it to your LinkedIn Ad Groups for targeting.

STEP 2: Link the LinkedIn Saved Audience to LinkedIn Ad Groups

1. Once you have saved your new audience, you can connect it to all LinkedIn Ad Groups by:

   • Editing ad group settings

   • Creating an ad group dashboard

   • Using bulk update on a LinkedIn ad group, or

   • Using Quick Launch.
     
     

2. Click on the + Saved button to display all LinkedIn Saved Audiences that were created with the same LinkedIn ad account as the campaign.
   
   
   
   

3. You can only link one Saved Audience to an ad group. You can change the Saved Audience by selecting a different one.
   
   

4. Once you add a Saved Audience to the ad group, the existing Audience and geo-location targeting will get replaced by the selected Saved Audience.
   
   

5. A Saved Audience will be deselected if you make any edits to the Audience or geo-location targeting options.

• Once you have successfully saved the new audience, you can view it under the audience segment list and the type will be shown as Saved under LinkedIn.
  
  
  
  
• You can edit and delete Saved Audiences.
• You cannot share these segments across different accounts, nor can you create lookalike audiences from them.
• These audiences will not have a lookback window and will appear as N/A in XPO.
• If any edits are made to the audiences in XPO, the changes will be reflected directly on LinkedIn, but not vice versa (i.e. if you make changes to LinkedIn, it will not be propagated to XPO unless you explicitly sync it).
• If you have an existing saved audience directly linked to your LinkedIn Campaign Manager, you can sync and allocate these audiences from LinkedIn into XPO. Learn how to sync LinkedIn Audiences in XPO.