Supertitles - the hidden tripwire on LI Ads.

Job titles can be an excellent way to pinpoint within your ICP, but supertitles can be a hidden way to mess up your great work.

So what are Supertitles? Supertitles are targeting options within job titles that merge multiple related JTs to act more like Function targeting.

Take for example, 'Head of Marketing', this includes the single title 'Head of Marketing' but also includes other inferred senior titles such as Marketing Manager, CMO and Senior Marketing Executive etc.

Most examples are generally 'Head of' or 'Specialist' roles:

↳ Sales Specialist.

↳ Head of Finance.

↳ Head of Marketing.

↳ Marketing Specialist.

↳ And many more.

These all include the title itself + about 10 more titles which you often hadn't intended on targeting.

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The way to cross-check whether you're dealing with a supertitle is by excluding the exact role you targeted, i.e., both ‘Head of Marketing’ and then start to add other marketing roles e.g ‘CMO’, ‘Marketing Manager’:

If the audience count still shows the same number as just one role title ↝ it’s a supertitle.

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Supertitles work well if you want more reach and aren't too precious about targeting a wider buyer group, but not so well if you’re aiming to be precise.

There are many effective ways to increase reach in your campaigns without having to use supertitles.

Try other methods like:

→ Function + Seniority + Skills

→ Supertitles + JT Exclusions

→ Function + JT Exclusions

→ Supertitles + Skills

→ Function + Groups

The behavioural targeting options (Interests and Traits) are not nearly as powerful as the rest, but they can bring some extra flavour.

All in all, job titles are still great and a really effective way to be precise in your targeting.

Just be aware of supertitles and that there are sometimes better ways to target within your ICP.