Question 1

Can I target companies rather than people?

Accepted Answer

Yes, and it is the strongest reason to pair this with a data warehouse. Company audiences are a distinct target alongside user audiences, and a company can be matched on company name, LinkedIn page URL, website domain, or email domain. Organisation identifier, stock symbol, industry and location can be supplied to improve matching. If your target account list is already modelled in BigQuery, it becomes a targetable audience without an export step.

Question 2

Can members be removed from an audience?

Accepted Answer

Yes, through an explicit remove mode alongside add. The limitation to plan around is that there is no mirror or replace mode, so an audience does not automatically converge on your query the way it can elsewhere. Keeping an audience aligned with a segment usually means running a remove sync for people who dropped out alongside the add sync, rather than expecting one mode to reconcile the difference.

Question 3

What identifiers work for people?

Accepted Answer

Email address, Google advertising identifier, or a first and last name pair, with optional supporting attributes such as job title, company and a two letter country code that improve match confidence. Emails are normalised and hashed before upload, and values that arrive already hashed are detected and passed through rather than hashed twice, which would stop them matching anything.

Question 4

How are rate limits handled?

Accepted Answer

Uploads are batched at up to 5,000 identifiers per request and deliberately throttled below the platform ceiling, at roughly 500 requests a minute for user audiences and 300 for company audiences. A large audience build therefore takes time rather than triggering rejections. Activation latency and minimum usable audience size are platform controlled and vary by account and match rate, so confirm those in your own account.

Connect BigQuery with LinkedIn Ads

Connect BigQuery and LinkedIn Ads with Polytomic

Company audiences too

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Create a sync between BigQuery and LinkedIn Ads

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