Company continues to build out its ad offerings to scale with the growing needs of its advertisers and is fine-tuning its targeting measures.

LinkedIn adver­tis­ers are get­ting three new updates: looka­like audi­ences tar­get­ing fea­ture, inter­est tar­get­ing that lever­ages Bing search data, and more than 20 B2B audi­ence tem­plates. The com­pa­ny says it has been test­ing these new fea­tures over the last few months and that they will be avail­able to all adver­tis­ers over the next two weeks.

New looka­like audi­ences.  The new looka­like audi­ences allow adver­tis­ers to tar­get LinkedIn mem­bers that have the same traits as the advertiser’s “ide­al cus­tomer” based on their sim­i­lar­i­ty to the advertiser’s exist­ing cus­tomers, web­site vis­i­tors and tar­get accounts.

LinkedIn said the new looka­like audi­ences tar­get­ing fea­ture will help mar­keters reach more high-con­vert­ing audi­ences at scale, and that beta users were able to improve their cam­paign reach by five to 10 times.

We used inter­est tar­get­ing on our brand aware­ness cam­paigns and we are extreme­ly sat­is­fied with the results so far,” said Matt Camp­bell, mul­ti-chan­nel mar­ket­ing spe­cial­ist for SAS Insti­tute.

The looka­like audi­ences also work for account-based strate­gies, mak­ing it pos­si­ble to tar­get ads to com­pa­nies that match an advertiser’s “ide­al” cus­tomer pro­file, the same as indi­vid­u­als.

Inter­est tar­get­ing using Bing search data. After launch­ing inter­est tar­get­ing in Jan­u­ary, a fea­ture that lets adver­tis­ers tar­get ads by a person’s inter­ests on the plat­form, LinkedIn is now expand­ing its inter­est tar­get­ing capa­bil­i­ty by inte­grat­ing Microsoft’s Bing search data. Adver­tis­ers will be able to tar­get mem­bers based not only on their pro­fes­sion­al inter­ests on LinkedIn, but also the pro­fes­sion­al top­ics and con­tent they engage with on Bing.

LinkedIn (which is owned by Microsoft) said it is imple­ment­ing this fea­ture in a way that respects mem­ber pri­va­cy.

Pre­de­fined B2B audi­ence tem­plates. To save time, LinkedIn adver­tis­ers now have more than 20 audi­ence tem­plates: pre­de­fined B2B audi­ence tar­get­ing pro­files that include char­ac­ter­is­tics such as mem­ber skills, job titles and groups. The tem­plates can be acti­vat­ed with a sin­gle click, cut­ting down the amount of time it takes to set up a cam­paign.

Why you should care. With more than 600 mil­lion mem­bers, LinkedIn’s plat­form offers a wealth of oppor­tu­ni­ty for adver­tis­ers want­i­ng to reach a B2B audi­ence.  The com­pa­ny has recent­ly focused its efforts on rebuild­ing its Cam­paign Man­ag­er ad plat­form to include an objec­tive-based work­flow and meet the needs of mar­keters man­ag­ing high-vol­ume ad cam­paigns. This lat­est update rein­forces LinkedIn’s com­mit­ment to build­ing out its ad offer­ings to scale with the grow­ing needs of its adver­tis­ers, and fine-tun­ing its tar­get­ing mea­sures.

SOURCE