Microsoft’s acquisition of LinkedIn has allowed the business-centric to grow with numerous new features. Despite operating independently, having Microsoft’s backing has given LinkedIn room to breathe.
The latest major update will allow the service to boost its advertising and engagement capabilities. Of course, advertising on LinkedIn is not new in itself, but the company is now leveraging Bing Search to deliver improved targeted ads.
Specifically, three new ways to help advertisers reach their target audience more efficiently has been announced. These are important steps as they mean users don’t get bogged down ads that they have no interest in.
“Today, we’re excited to introduce three new ways to help you easily target more of the right audiences from LinkedIn’s network of 610 million professionals: lookalike audiences, audience templates, and the addition of Microsoft Bing search data to our recently released interest targeting product. These offerings are designed to increase the scale of your marketing efforts and improve ROI.”
The three new tools are Audience templates, Audience dashboards, and Interest Targeting. LinkedIn details the following benefits from the integration of Bing Data:
- “Reach high-converting audiences: With lookalike audiences, you can discover audiences similar to those who have already demonstrated an interest in your business — like engaged on your website or given you their contact info.
- Get results at scale: Lookalike audiences can help you extend the reach of your campaigns to more qualified prospects. Customers in our pilot were able to improve their campaign reach by 5-10x while still reaching the kind of high-quality audiences that matter most to their organizations.
- Engage new target accounts: For B2B advertisers pursuing an account-based strategy, you can use lookalike audiences to target your ads to additional companies you may not have previously considered. These companies match a similar company profile to your ideal customer — so you can win more deals.”
Targeting allows advertisers to use more characteristics within an audience template to create more dynamic focused ad campaigns.