Targeting by interest will finally be available to advertisers on LinkedIn starting this week, via the professional network’s Campaign Manager.
LinkedIn Marketing Solutions senior product manager Jae Oh said advertisers will be able to target members with relevant ads that match their professional interests, which are determined by the content they share and engage with on the professional network.
There will be over 200 professional interest categories, including artificial intelligence, global economy and customer experience.
Oh shared some potential use cases for interest targeting on LinkedIn:
- Brands can tailor their campaigns’ messages and content to match their audiences’ interests. He offered the following example: “If you sell cloud computing services, you can target members interested in cloud computing and create a campaign with sponsored content ads that show how your solution is helping farmers increase their crop yields.”
- Advertisers can use account targeting along with interest targeting to reach an audience of potential buyers who have already expressed, or are likely to express, interest in content relevant to their businesses.
- The 200-plus categories available via interest targeting on LinkedIn can help drive greater brand awareness.
- The features can also be used to target people interested in pursuing certificate programs by using a combination of targeting by degrees and interests.
Matt Campbell, multichannel marketing specialist at analytics software developer SAS Institute, said, “We were excited to hear that interest targeting would be an available targeting facet on LinkedIn. We’ve used it on our brand awareness campaigns, and we are extremely satisfied with the results so far.”
Digitas U.K. senior paid social specialist Lloyd Palmer added, “Interest targeting provides Digitas with a more effective way of reaching our ideal customer with the content they care about. Since using it as part of our campaign activity, we have seen a 25 percent increase in click-through rates. This, combined with carousel ads, has without doubt helped us and our work to achieve a much higher CTR when compared to other platform use.”