Laura Donovan — April 17, 2019 — April 17, 2019
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LinkedIn has been doing a bit of renovation work on their Advertising Platform. They are in the process of a bit of spring cleaning and refreshing the Ads for 2019.
Here are the four new features they have rolled out so far:
Lookalike Audiences
“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.” (LinkedIn)
This feature allows you to upload an email list from your CRM or a list of people who have visited your website, LinkedIn then matches those details against its own database and comes up with a new audience of users who share similar traits.
“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.” (LinkedIn)
Audience Templates
The new Audience Template options enables advertisers to search for a market segment related to what is being advertised. LinkedIn will then find an audience based on this detail. There are currently 20 predefined B2B audiences to choose from and LinkedIn has noted it is expanding this list.
“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.” (LinkedIn)
Interest Targeting
LinkedIn has launched over 200 professional interest categories, including ‘Artificial Intelligence’, ‘Global Economy’, ‘Customer Experience’, etc.
Because people are spending more time on their news feed engaging with content and joining conversations they are interested in, these activities can now be leveraged to create more customized ad campaigns in order to reach the audiences that would be interested in your business.
“Interest targeting lets you reach members with relevant ads that match their professional interests – based on the content they share and engage with on LinkedIn. With these added options, you can more easily achieve your campaign objectives and grow your business.” (LinkedIn)
Bing Search Data
This new feature compliments Interest Targeting by giving advertisers more data points to use in order to find relevant audience segments. This enables advertisers to reach people who have shared content based on certain topics, or used hashtags related to a certain topic, and even with posts they have interacted with.
While it may seem like Bing is not such a big deal, the number of people using Bing has been increasing. According to Statista, Bing visits reached a 12-month high in January 2019 with 1.3 billion unique global visitors.
While this is a long way from the number of people using Google, using Bing data as a supplementary targeting option will have some benefit.
Solid Advertising Additions
These features will help enhance advertising effectiveness and your business may benefit more from LinkedIn advertising even if you have not in the past.
These options have been rolling out and will be available to all LinkedIn advertisers over the next couple of weeks.
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