Target LinkedIn ads by country, region and the B2B facets (industry, company size, seniority, job function, title, skill), look up LinkedIn's ids, and change a running campaign's audience.

By the end of this page, a LinkedIn ad reaches the professional audience you describe, and you can change that audience once it runs.

Before you start

You need a linkedinads account and the create call from Create a campaign.

Targeting fields

countries: ['US'] is the minimum LinkedIn accepts.

The professional facets are what LinkedIn Ads are bought for. They go in a nested targeting object on POST /v1/ads/create, the same spec Bid pricing and forecasts prices and sizes before you spend:

{
  "targeting": {
    "countries": ["US", "GB"],
    "industries": ["4"],
    "companySizes": ["D", "E", "F"],
    "seniorities": ["4", "5"],
    "jobFunctions": ["8"]
  }
}

Field	Value	Matched as
`countries`	ISO 3166-1 alpha-2 codes	LinkedIn geo URNs
`regions`	`[{ "key": ... }]`, each key a `urn:li:geo:*` URN from the search	The same locations facet as `countries`
`industries`	Industry id fragments	`urn:li:industry:{id}`
`companySizes`	Staff-count codes (below)	`urn:li:staffCountRange:{range}`
`seniorities`	Seniority id fragments	`urn:li:seniority:{id}`
`jobFunctions`	Function id fragments	`urn:li:function:{id}`
`jobTitles`	Title id fragments	`urn:li:title:{id}`
`skills`	Skill id fragments, or `urn:li:skill:*` URNs from the search (`python` finds `urn:li:skill:1346`)	`urn:li:skill:{id}`
`interests`	`[{ "id": ... }]`, each id a URN from the search	The interests facet
`behaviors`	`[{ "id": ... }]`, each id a `urn:li:memberBehavior:*` URN from the search, such as Frequent Travelers, Job Seekers or Recently Promoted	The member behaviors facet
`audienceInclude`, `audienceExclude`	Segment ids from `GET /v1/ads/audiences`	`urn:li:adSegment:{id}`
`excludedLocations.countries`	ISO 3166-1 alpha-2 codes	The exclude clause

A full URN passes through unchanged wherever an id fragment is accepted, so a value straight out of LinkedIn's own tooling works as it is.

companySizes takes a letter per staff-count range:

Code	Staff
`A`	1
`B`	2 to 10
`C`	11 to 50
`D`	51 to 200
`E`	201 to 500
`F`	501 to 1,000
`G`	1,001 to 5,000
`H`	5,001 to 10,000
`I`	10,001 and above

Rules LinkedIn enforces

3 rules decide whether the request survives:

LinkedIn requires at least one location. Send none and the ad targets the United States.
jobTitles cannot be combined with seniorities or jobFunctions. LinkedIn rejects the whole ad, so Zernio returns a 400 with code mutually_exclusive_fields first.
cities, zips, metros, customLocations, incomeTier and Meta's work facets return a 400 with code invalid_field_value naming the field. LinkedIn's Marketing API has no equivalent.

A country code outside the 45 Zernio maps returns 400 invalid_field_value with param countries. Only a request with no location at all falls back to the United States.

Look up LinkedIn ids

Call GET /v1/ads/targeting/search with accountId, q and dimension. On LinkedIn, dimension takes geo, interest, behavior, industry, jobFunction, seniority, companySize and skill.

import Zernio from '@zernio/node';

const zernio = new Zernio();

const { data: search } = await zernio.adtargeting.searchAdTargeting({
  query: {
    accountId: '66b2e19d8c3f5a7e9d0b1c2d',
    q: 'python',
    dimension: 'skill'
  }
});

const skillUrn = search.results[0].id;

Response (200):

{
  "results": [
    { "id": "urn:li:skill:1346", "name": "Python", "type": "skill" }
  ]
}

The B2B dimensions return the full URN to pass straight back, such as urn:li:industry:4 or urn:li:staffCountRange:(51,200).

Only industry and skill are name searches on LinkedIn's side. For job functions, seniorities and company sizes, Zernio fetches LinkedIn's whole table and matches q itself.

A geo search returns every matching level in one list, and LinkedIn ignores geoType and countryCode. A country comes back with type: country and its ISO code as id. Every other place is type: region, with a urn:li:geo:* URN for regions[].key.

Change a running campaign

Send targeting on PUT /v1/ads/{adId}. Zernio writes it to the ad's LinkedIn Campaign, so it applies to every creative in that Campaign.

const { data: updated } = await zernio.adcampaigns.updateAd({
  path: { adId: '66f0a1b2c3d4e5f6a7b8c9d0' },
  body: {
    targeting: {
      countries: ['US', 'GB'],
      seniorities: ['5', '6'],
      companySizes: ['E', 'F', 'G']
    }
  }
});

Response (200) returns the updated ad and a message.

The update merges facet by facet. Zernio reads the live targeting and keeps every facet you do not send. A facet sent empty or null is removed.

An update applies countries or regions, excludedLocations (countries), the B2B facets and audience segments. Any location you send replaces the live locations. Interests, behaviors, age, gender and languages are not applied on update.

If it fails

Error	Cause	Fix
`400` `mutually_exclusive_fields`	`jobTitles` sent with `seniorities` or `jobFunctions`	Keep `jobTitles`, or the other two
`400` `invalid_field_value` naming a field	`cities`, `zips`, `metros`, `customLocations`, `incomeTier` or a Meta work facet	Target by country, region and the B2B facets
`400` on a country code	The country code is unknown	Send an ISO 3166-1 alpha-2 code, or a region URN from the search
`400` naming `dimension`	The search dimension does not exist on LinkedIn	Use one of the dimensions above

Create a campaign: the create call these fields ride on.
Bid pricing and forecasts: price and size a targeting spec before you spend.
Matched Audiences: the segments for audienceInclude.
Search targeting options and Update ad: every parameter.

By the end of this page, a LinkedIn ad reaches the professional audience you describe, and you can change that audience once it runs.

Before you start

You need a linkedinads account and the create call from Create a campaign.

Targeting fields

countries: ['US'] is the minimum LinkedIn accepts.

{
  "targeting": {
    "countries": ["US", "GB"],
    "industries": ["4"],
    "companySizes": ["D", "E", "F"],
    "seniorities": ["4", "5"],
    "jobFunctions": ["8"]
  }
}

Field	Value	Matched as
`countries`	ISO 3166-1 alpha-2 codes	LinkedIn geo URNs
`regions`	`[{ "key": ... }]`, each key a `urn:li:geo:*` URN from the search	The same locations facet as `countries`
`industries`	Industry id fragments	`urn:li:industry:{id}`
`companySizes`	Staff-count codes (below)	`urn:li:staffCountRange:{range}`
`seniorities`	Seniority id fragments	`urn:li:seniority:{id}`
`jobFunctions`	Function id fragments	`urn:li:function:{id}`
`jobTitles`	Title id fragments	`urn:li:title:{id}`
`skills`	Skill id fragments, or `urn:li:skill:*` URNs from the search (`python` finds `urn:li:skill:1346`)	`urn:li:skill:{id}`
`interests`	`[{ "id": ... }]`, each id a URN from the search	The interests facet
`behaviors`	`[{ "id": ... }]`, each id a `urn:li:memberBehavior:*` URN from the search, such as Frequent Travelers, Job Seekers or Recently Promoted	The member behaviors facet
`audienceInclude`, `audienceExclude`	Segment ids from `GET /v1/ads/audiences`	`urn:li:adSegment:{id}`
`excludedLocations.countries`	ISO 3166-1 alpha-2 codes	The exclude clause

A full URN passes through unchanged wherever an id fragment is accepted, so a value straight out of LinkedIn's own tooling works as it is.

companySizes takes a letter per staff-count range:

Code	Staff
`A`	1
`B`	2 to 10
`C`	11 to 50
`D`	51 to 200
`E`	201 to 500
`F`	501 to 1,000
`G`	1,001 to 5,000
`H`	5,001 to 10,000
`I`	10,001 and above

Rules LinkedIn enforces

3 rules decide whether the request survives:

LinkedIn requires at least one location. Send none and the ad targets the United States.
jobTitles cannot be combined with seniorities or jobFunctions. LinkedIn rejects the whole ad, so Zernio returns a 400 with code mutually_exclusive_fields first.
cities, zips, metros, customLocations, incomeTier and Meta's work facets return a 400 with code invalid_field_value naming the field. LinkedIn's Marketing API has no equivalent.

A country code outside the 45 Zernio maps returns 400 invalid_field_value with param countries. Only a request with no location at all falls back to the United States.

Look up LinkedIn ids

import Zernio from '@zernio/node';

const zernio = new Zernio();

const { data: search } = await zernio.adtargeting.searchAdTargeting({
  query: {
    accountId: '66b2e19d8c3f5a7e9d0b1c2d',
    q: 'python',
    dimension: 'skill'
  }
});

const skillUrn = search.results[0].id;

Response (200):

{
  "results": [
    { "id": "urn:li:skill:1346", "name": "Python", "type": "skill" }
  ]
}

The B2B dimensions return the full URN to pass straight back, such as urn:li:industry:4 or urn:li:staffCountRange:(51,200).

Only industry and skill are name searches on LinkedIn's side. For job functions, seniorities and company sizes, Zernio fetches LinkedIn's whole table and matches q itself.

Change a running campaign

Send targeting on PUT /v1/ads/{adId}. Zernio writes it to the ad's LinkedIn Campaign, so it applies to every creative in that Campaign.

const { data: updated } = await zernio.adcampaigns.updateAd({
  path: { adId: '66f0a1b2c3d4e5f6a7b8c9d0' },
  body: {
    targeting: {
      countries: ['US', 'GB'],
      seniorities: ['5', '6'],
      companySizes: ['E', 'F', 'G']
    }
  }
});

Response (200) returns the updated ad and a message.

The update merges facet by facet. Zernio reads the live targeting and keeps every facet you do not send. A facet sent empty or null is removed.

If it fails

Error	Cause	Fix
`400` `mutually_exclusive_fields`	`jobTitles` sent with `seniorities` or `jobFunctions`	Keep `jobTitles`, or the other two
`400` `invalid_field_value` naming a field	`cities`, `zips`, `metros`, `customLocations`, `incomeTier` or a Meta work facet	Target by country, region and the B2B facets
`400` on a country code	The country code is unknown	Send an ISO 3166-1 alpha-2 code, or a region URN from the search
`400` naming `dimension`	The search dimension does not exist on LinkedIn	Use one of the dimensions above

Create a campaign: the create call these fields ride on.
Bid pricing and forecasts: price and size a targeting spec before you spend.
Matched Audiences: the segments for audienceInclude.
Search targeting options and Update ad: every parameter.

Targeting

Before you start

Targeting fields

Rules LinkedIn enforces

Look up LinkedIn ids

Change a running campaign

If it fails

On this page

Targeting

Before you start

Targeting fields

Rules LinkedIn enforces

Look up LinkedIn ids

Change a running campaign

If it fails

On this page