Targeting your audience allows you to hone in on your target market and spend your budget more effectively. After setting up your ad, LinkedIn let’s you choose from the following categories to target your audience: Geography, Company, Job Title, Group, Gender, and Age. Each section has different sub-categories that allow you to target even further. Under geography, you are required to select at least one area. You can select entire continents or expand the sub-categories to select a specific city. You can choose up to 10 different locations for each campaign. The next option is to target by company. You can either search for and target a specific company by name or you can select categories of companies for broader reach. You can choose up to 10 industries here. If you want to target a specific job title, function or seniority such as “marketing director”, or “owner” you can do so via the job title options. When you choose to target by “Groups” you will be prompted to type in the specific name of the group you want to target. If you check the boxes under Gender and Age, the appropriate options will appear. Narrowing your focus for an ad campaign can ensure that the right set of eyes are looking at your ads.