Go broad, then narrow down
Expand your reach by targeting broader audience, then leaning it to narrow down. This will help build that brand affinity. Allow the campaign to run on broad targeting for 1-2 months to understand which audience profile is engaging with you the most. 

Reverse engineer
Find a few individuals who match your ideal buyer persona. Then emulate their profiles for demographic trends, like shared job function, title or skills.

Enable Audience Expansion
This helps you target new audience similar to the audience for this campaign. By default it is ‘on’. Uncheck to turn it off. 

Matched Audience
Use Matched Audiences to reach your audience from your target companies. You can also use Matched Audiences to exclude current customers from your brand awareness ad campaigns so that you only reach new audiences

Lookalike audiences
Build your lookalike audience from Matched Audiences to reach people similar to your existing customers, website visitors and target accounts.

Bidding for impressions
A CPM bid will be more effective to increase overall impressions and clicks if you are trying to reach the maximum number of LinkedIn members. You can also use the targeted cost bid for the system to automatically bid to stay in range of your target cost.

Second-price auction
If your bid wins the auction, you’ll only pay a penny above the second-highest bid. So, if you set your bid price to $30 and the second-highest bid price was $25, you would pay $25.01.

Bidding for multiple touch
Compare max spend in the forecasting tool with your campaign budget. Are you spending enough to reach a member more than once or twice?

Make the most of the lead gen form
Keep to a max of 3-4 fields for a better mobile experience. Use the form header and sub-header to help your audience understand what they are signing up for.

Optimise for mobile
Optimise content for mobile devices, leading to mobile-optimised landing pages. Mobile performance can have a major impact on your potential conversions.  

Campaign demographics
Understand the profile and demography of audiences that are engaging with your content via campaign demographics. Add a lookalike audience based on the people who did convert.