LinkedIn advertisers are getting three new updates : a lookalike audiences targeting function, interest targeting that leverages Msn search data, and more than twenty B2B audience templates. The company states it has been testing these new functions over the last few months and that they will be accessible to all advertisers over the next a couple weeks.
New lookalike audiences. The new lookalike audiences allow advertisers to target LinkedIn members that have the same traits because the advertiser’ s “ ideal customer” based on their similarity to the advertiser’ s existing customers, website visitors plus target accounts.
LinkedIn said the new lookalike audiences focusing on feature will help marketers reach a lot more high-converting audiences at scale, which beta users were able to improve their advertising campaign reach by five to ten times.
“ All of us used interest targeting on our brand name awareness campaigns and we are extremely pleased with the results so far, ” said Shiny Campbell, multi-channel marketing specialist designed for SAS Institute.
The particular lookalike audiences also work for account-based strategies, making it possible to target ads in order to companies that match an advertiser’ s i9000 “ ideal” customer profile, just like individuals.
Attention targeting using Bing search information. After launching interest targeting within January , a feature that allows advertisers target ads by a person’ s interests on the platform, LinkedIn is now expanding its interest concentrating on capability by integrating Microsoft’ ersus Bing search data. Advertisers can target members based not only on the professional interests on LinkedIn, but additionally the professional topics and articles they engage with on Bing.
LinkedIn (which is possessed by Microsoft) said it is applying this feature in a way that respects associate privacy.
Predetermined B2B audience templates. To save time, LinkedIn advertisers have more than 20 audience templates: predetermined B2B audience targeting profiles including characteristics such as member skills, work titles and groups. The layouts can be activated with a single click on, cutting down the amount of time it takes to create a campaign.
Why you should care. Exceeding 600 million members, LinkedIn’ s i9000 platform offers a wealth of chance for advertisers wanting to reach a B2B audience. The company has recently concentrated its efforts on rebuilding the Campaign Supervisor ad platform to incorporate an objective-based workflow and satisfy the needs of marketers managing high-volume ad campaigns. This latest up-date reinforces LinkedIn’ s commitment in order to building out its ad choices to scale with the growing requirements of its advertisers, and fine-tuning the targeting measures.
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