Exclusions are the fastest way to stop wasting ad spend. They let you keep specific companies, job titles, or industries out of your LinkedIn ads.
How it works
You can select the scope an exclusion applies to: specific ABM Campaigns, or LinkedIn Ad Sets/LinkedIn Campaigns.
ZenABM automatically applies the exclusion to the target scope and keeps it updated daily (at midnight GMT). Within LinkedIn's system, exclusions are applied to all ACTIVE Campaigns (Ad Sets) that match your selected scope.
ZenABM lets you scope an exclusion however you want, but LinkedIn itself only accepts exclusions on individual ad sets. That is a native LinkedIn limitation. So if you scope an exclusion to an ABM Campaign or a LinkedIn Campaign, we work out which ad sets sit underneath it and apply the exclusion to each one.
Applying an exclusion happens in the background and might take a few minutes.
You can set up to 200 exclusions per Ad Set (LinkedIn's limitation).
What you can exclude
- Companies: by name, or from your list of engaged LinkedIn companies.
- Job titles: including bulk matching to catch variations of a role.
- Industries: whole categories that aren't a fit.
Choosing the scope
You decide how widely an exclusion applies:
Team-wide
Applies everywhere. Best for global "never advertise to" lists like customers or competitors.
Campaign or ad set
Applies to a specific campaign or ad set. Best for play-specific tuning.
ABM campaign
Scoped to an ABM Campaign so a program only reaches its intended accounts.
How to set it up
Add exclusions
Search for the companies, job titles, or industries to exclude, one at a time or in bulk.
Set the scope
Choose whether it applies team-wide or to specific campaigns, ad sets, or ABM campaigns.
Sync to LinkedIn
ZenABM pushes the exclusions to your ad account. Activity logs show what changed, and you can retry anything that didn't apply.
Best practices
The common use cases are competitors, current customers, partners, and your own company.
