World’s largest professional networking site LinkedIn is updating the ad targeting options to let Marketers target ads to the right audiences.
LinkedIn launches three options- ‘lookalike audiences’, ‘audience templates’, and ‘Microsoft Bing Search Data’.
LinkedIn’s Lookalike audience
In an official declaration, LinkedIn stated that,
“LinkedIn’s lookalike audiences combine the traits of your ideal customer with our rich member and company data to help you market to new professional audiences similar to your existing customers, website visitors and target accounts. Since these members are already on LinkedIn, they’re in the right professional mindset to engage and respond to your brand.”
The feature enables marketers to:
- Find audiences with similar interests in your business.
- Engage and target your ads to the companies that you may not consider previously.
- Upload an email list from CRM by listing out the people who have visited your site to check the customers with similar traits.
The feature comes in handy for the marketers and users by ensuring jobs and other marketing ads target with the right audience to the profiles.
LinkedIn proves the effective use of the target ads feature at the initial level-
“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.”
Audience Templates
Audience Templates focus on making more accessible for people who are unsure about their target market or have less training data to reach relevant audiences to the platform.
The feature enables advertisers to search for related offerings by just entering the details of the people trying to reach.
“These templates include audience characteristics, like member skills, job titles, groups, etc., that you can activate with a single click. This helps you effectively reach the professional audiences that matter most to your business — without spending hours in setup.”
Bing Search Data
Bing Search Data is being added through its parent company Microsoft, to compliment Interest Targeting, accessing advertisers more data points when they look for relevant audience segments.
The update enables advertisers to reach LinkedIn users with a similar interest in specific topics based on hashtags or posts they follow in the platform.
The three new updated features by LinkedIn helps a more significant number of groups especially B2B people to reach many audiences with similar likes.
‘lookalike audiences,’ ‘audience templates,’ and ‘Microsoft Bing Search Data’ features will be rolling out over the next two weeks to all the LinkedIn users.
