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Bing Ads Now Allows Advertisers to Target LinkedIn Audiences

Bing Ads has just rolled out a new feature which will allow advertisers to target ads to over 575 million LinkedIn audiences.

The functionality which is a result of continued incorporation of LinkedIn data into the Microsoft Advertising platform was introduced earlier this year.

It was first announced back in June of this year by a Bing Ads feature suggestion forum administrator, who responded to a December 2016 post where a user suggested this ability stating:

“Now that Microsoft owns LinkedIn, I (and my B2B clients) would love to be able to target their massively valuable audiences. Please add these into Bing Ads so we can take over the world together.”

The admin in its reply stated, “This functionality will be available before the end of the year.”

In today’s post, the Bing Ads team stated, “We’re excited to announce the newest evolution in our continued integration of LinkedIn and Microsoft Advertising.”

Adding, “[…]We’re offering profile targeting leveraging LinkedIn data for search campaigns on the Bing Ads platform,” said the team.

Microsoft Audience Network leverages LinkedIn profile data, in combination with search and web activity, plus Microsoft demographic data, to serve the most relevant ad to the right person at the right time.

“With over 575 million global LinkedIn members, part of our vision has always been to bring together each company’s rich data and deep understanding of users to help our customers reach people in meaningful ways.”

Advertisers can use three professional profile dimensions, such as “Company, Job Function, and Industry” for more precision-based targeting to maximize their ad campaign spend.

We are making this easy for our clients to get started right away through the Bing Ads platform using familiar campaign creation and management tools.

Initially, the Bing Ads would only offer “bid only targeting,” with exclusions would become available soon to marketers to start leveraging.

The LinkedIn profile targeting works with all Bing search products and across text ads and shopping.

This feature is now only available to advertisers in the U.S.


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