LinkedIn beefed up its ad-targeting options with three new offerings: lookalike audiences, audience templates and the addition of search data from Microsoft corporate sibling Bing to its recently introduced interest targeting.
Much like their namesakes on other social platforms, lookalike audiences enable advertisers to target new audiences who are similar to ideal customers, under the premise that if they are already engaging with the company, conversions are more likely.
Oh wrote, “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 marketing messages.”
He also shared three potential use cases for lookalike audiences on the professional network:
- Discover audiences similar to those who have already engaged with marketing materials such as key website pages, pricing pages or case studies.
- Find more professionals who are similar to the target with Oh writing, “Customers in our pilot were able to improve their campaign reach by five times to 10 times, while reaching high-quality audiences that reached the kind of prospects they wanted to engage.”
- Business-to-business advertisers pursuing account-based strategies can identify additional companies that they may not have previously considered.
LinkedIn’s new audience templates give advertisers over 20 predefined B2B audiences to start with, including audience characteristics such as member skills, job titles and groups.
Oh wrote, “This helps you effectively reach the professional audiences that matter most to your business without spending hours in setup.”
Finally, advertisers using interest targeting in LinkedIn’s Campaign Manager can now target through a combination of their audiences’ professional interests on LinkedIn and their activity on Bing, “in a way that respects member privacy.”