Microsoft Advertising offers a unique bridge between Search Campaigns and Social targeting methods via it’s LinkedIn targeting feature. This exclusive feature allows advertisers to narrow their audience targeting to specific audiences based on LinkedIn profile information. So what are these two platforms, and how does their joint targeting feature benefit advertisers?
With over 810 million users worldwide, LinkedIn dominates the online professional networking and career development industry. Offering users the opportunity to network, advertise and apply for jobs and participate in an extensive range of online training courses, LinkedIn has become one of the world’s largest social networking sites so LinkedIn targeting is essential when looking for professionals.
Microsoft Advertising
Microsoft Advertising is the Microsoft Corporations version of Google Ads. Like Google, Microsoft runs its own search engine called ‘Bing’ – the second largest search engine in the world. In December 2021, 20.2% of all searches in the United Kingdom were carried out via Bing.
For more information about why you should consider using Microsoft Advertising, take a read of our blog.
LinkedIn Targeting
As Microsoft acquired LinkedIn in 2016, Microsoft Advertising is the only paid media platform eligible to use LinkedIn Profile Targeting. Using this feature, advertisers can reach highly relevant audiences through targeting options based on users profile information. Adding these options can help to narrow a campaign’s reach, further ensuring that the right message is being seen by the right audience. Not only can advertisers use standard targeting options such as keywords, demographics and location targeting, but they can also utilise the following audience segments:
- Company – Choose from 80,000 companies
- Job function – 26 different job function segments available
- Industry – 148 industry segments available
Screenshot of Industry targeting option in the Microsoft Advertising platform
Each ad group within your campaign can use up to 1,000 different LinkedIn segments, offering a highly scalable targeting method for advertisers.
Summary
LinkedIn Profile Targeting is a fantastic opportunity for advertisers to take their targeting to the next level. Whilst this feature is currently only available for use in the United States, United Kingdom, Canada, Australia, France, and Germany, it’s unique offering is highly appealing to advertisers. With platforms such as Facebook gradually removing more and more audience targeting options, advertisers will need to seek new opportunities to ensure their campaigns are effectively and effectively reaching their target audience. And that is where corporations such as Microsoft are really stepping up their game.
