Bing Ads now allows advertisers to precision-target audiences through professional profile dimensions from LinkedIn.
As LinkedIn is further integrated into Microsoft Advertising, Bing Ads is now starting to allow its advertisers to target audiences with data from LinkedIn profiles. The feature, in beta for current clients, is available on search campaigns on the Bing Ads platform.
LinkedIn currently has over 575 million members globally, and Microsoft wants to take advantage of the user insights and rich company data that they and the platform as a whole generate. Of course, it would be silly not to. As David Pann, Microsoft Search Advertising’s General Manager explains in recent product news announcement,
“Unique to the Bing Ads platform, this is a great opportunity for marketers to maximize their campaign spend with more precision-based targeting through the following three professional profile dimensions: Company, Job Function and Industry.”
Clients of the Bing Ads platform will feel right at home as they’re able to start using LinkedIn Profile Targeting straight away with “familiar campaign creation and management tools.” For the time being, advertisers will be able to use bid only targeting, but Pann explained that exclusions are “coming soon.” Also, while LinkedIn Profile Targeting works across text ads, shopping, and pretty much all Bing search products, it is only available in the US.
Finally, it will be available to all current Bing Ads customers whether they have an account manager or not. Those without an account manager can join the beta by signing up here.