LinkedIn has rolled out a new feature in its campaign manager called “interest targeting” that let its advertisers serve ads to users based on their professional interests.
With the new interest targeting LinkedIn advertisers will now be able to show relevant ads based on the content members have shared and engaged on LinkedIn.
“Interest targeting lets you reach members with relevant ads that match their professional interests,” stated LinkedIn.
“Advertisers can now serve ads based on users’ content they share and engage with on LinkedIn.”
The new update lets advertisers achieve their campaign objectives as they are allowed to target campaigns using over 200 professional interest that includes categories, such as artificial intelligence, global economy, customer experience, and more.
LinkedIn interest targeting offers the following benefits:
- Serve relevant ads – Helps marketers to shape brand perception by associating their brand with the topics members care about.
- Account targeting with interest – Advertisers can now use account targeting along with interest targeting to reach potential buyers with an interest in content that’s relevant to their business.
- Target audience by degrees with interests – Advertisers can now use a combination of degrees and interests to target audiences interested in pursuing a certificate program.
LinkedIn notes customers involved in testing interest targeting are reporting a 25 percent increase in click-through rate (CTR) over the past few months.
“This, combined with the Carousel Ads, has, without doubt, helped us and our work to achieve a much higher CTR when compared to other platform use,” stated Senior Paid Social Specialist at Digitas UK
LinkedIn Marketing Solution’s new interest targeting in campaigns will be made available to all advertisers over the next week, the company says.