Microsoft Advertising introduces LinkedIn profile targeting

Microsoft Advertising has launched a targeting option for potential consumers based on their LinkedIn profile information - industry, company, and job function.

LinkedIn profile targeting for advertising on Microsoft services has both B2B & B2C applications. Whether you are a developer looking to sell apps and software, or an online store targeting the working population.

The feature is presently available for search campaigns, dynamic search ad campaigns, Microsoft Shopping Campaigns, and audience campaigns, in US, CA, UK, AU, FR, and DE.

Profile targeting can be used for creating a campaign, ad group, or be enabled in an existing campaign or an ad group's demographics tab.

The advertiser needs to fix in the dimensions they would like to target such as company, industry, etc. and the segments within these dimensions such as marketing, consumer goods, etc.

Not all companies, industries, and job functions would be available for targeting, but the list is frequently expanded, so one can try checking back later if the desired option cannot be found.

Also Read: LinkedIn launches new features for Sales Navigator

Once the scope of the campaign is outlined, follow the following steps:

When creating a campaign

You can set LinkedIn profile targeting, along with other targeting settings, in the campaign-creation process:

• Click Campaign targets.

• Click Edit target categories

• Select Company, Industry, and/or Job function

• For each target type, click Edit target

• Search or browse for companies, industries, and/or job functions, and click Target for the appropriate ones

• Click Done for each target type

• Finally, set a bid adjustment for each target

When creating an ad group

After you click Create ad group, look for the Ad group targets section and:

• Click Edit target categories

• Select Company, Industry, and/or Job function

• If you have already set this target type at the campaign level, you'll see the Use my campaign settings toggle switched on. To edit this target type for this ad group, switch the toggle off and then click Edit target

• Search or browse for companies, industries, and/or job functions, and click Target for the appropriate ones

• Click Done for each target type

• Set a bid adjustment for each target

Note: One cannot target more than 1,000 companies in a single ad group or campaign.

You can learn more about How to set up LinkedIn profile targeting in an existing campaign or the Demographics tab here.