Advertisers can now target LinkedIn audiences using Bing Search data

Kareem Anderson

LinkedIn logo

Advertising on LinkedIn isn’t a new phenomenon and like many other social media sites, the company is continually looking for ways to both strengthen user engagement while providing advertisers better tools for focused targeting.

In conjunction with its recent acquisition from parent company Microsoft, LinkedIn is now announcing three new ways advertisers can target their audiences using the power of Bing Search data.

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.

Specifically, advertisers will get access to Lookalike Audiences dashboards, Audience templates and Interest Targeting.

In the press release, LinkedIn highlights the benefits of their new use of Bing Data in conjunction with their new Advertising services such as Lookalike Audience building to include:

  • 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.

As for Audience templates, they are pretty self explanatory, but ultimately designed to make it easier to whip up more precise campaigns around member skills, job titles, groups and age among other targeting characteristics.

Interest Targeting operates as advertised, allowing marketers to employ additional characteristics to their Audience Templates and build out a more robust and hyper focused advertising campaign.

Right now, the new tools are tied to Microsoft’s Bing Data platform and should hit LinkedIn’s advertising platform over the next two weeks.