M.Ads introduces LinkedIn Profile Targeting

In an environment where competition is increasingly fierce and consumers are exposed to a vast amount of advertising content, precise ad targeting is a key factor for success.

However, traditional advertising platforms often fail to provide sufficient targeting options for specific professionals or executives in particular industries. This creates a significant gap, where advertisers lose valuable opportunities to reach those who hold decision-making power within companies.

Such leaders, along with detailed information about their careers, jobs, industries, and roles, can be easily and quickly found on the social media platform LinkedIn. This platform primarily serves as a space for building and expanding professional networks, sharing work experiences, and seeking job opportunities or business collaborations. It is especially popular among professionals, managers, recruiters, and companies who use it to create professional networks, publish expert content, and promote their brands. This environment thus provides highly relevant target audiences, deemed ideal by marketers for targeting both native and search ads.

Microsoft Advertising was the first to recognize and leverage the potential of this network by introducing a unique feature called LinkedIn Profile Targeting.

The goal of this feature is to enable advertisers to reach relevant audiences and connect with decision-makers, executives, and other influential individuals in specific industries. In practice, it allows ads to target potential customers based on their LinkedIn profile information, leveraging three key factors:

This feature sets Microsoft Advertising apart from competing platforms, such as Google Ads, creating a distinct competitive advantage:

1. Relevance – ads can be directed at advertiser-preferred entities, increasing the likelihood of conversions within target groups.
2. Cost Efficiency – properly targeted ads that align with key criteria optimize ad spend.
3. Innovative Capabilities – by integrating LinkedIn data with Microsoft Advertising, advertisers can more effectively reach specific audiences, enhancing campaign outcomes.

According to internal Microsoft data shared on their blog, ads targeting LinkedIn audiences achieved a 16% higher click-through rate (CTR) compared to identical ads that were not targeted at specific groups.

In addition to higher CTRs, advertisers also benefit from improved conversion rates. Ads leveraging LinkedIn profiles deliver up to a 64% higher conversion rate (CVR) compared to the same ads without audience-specific targeting.

Would you like to achieve similar results? Implementing LinkedIn Profile Targeting is straightforward. Follow these simple steps:

• Access Campaign Settings Navigate to the settings of your campaign or ad group.
• Edit Target Categories In the “Campaign Goals” or “Ad Group Goals” section, select the option to “Edit Target Categories”.

Source: Reach specific audiences with LinkedIn Profile Targeting

• Selecting LinkedIn Profile Categories Choose the categories you want to target:

• • Company
  • Industry
  • Job Function

• Adjusting Bids After selecting your targets, adjust your bids to prioritize the chosen audience. For example, you can increase bids for specific companies or positions that are valuable to you.

• Saving and Launching the Campaign Once all the settings are configured, click “Save” and launch your campaign.

It’s important to note that this innovation is not yet available globally. However, updates and improvements are ongoing to achieve that goal. Currently, this targeting option is available only in select countries across the Americas, EMEA, and APAC regions.

Source: LinkedIn targeting – Availability information

Microsoft Advertising, through LinkedIn Profile Targeting, offers advertisers a unique opportunity to reach a precisely defined professional audience. With targeting options based on company, industry, or job function, it enables higher click-through and conversion rates. This means that if your target audience consists of professionals, LinkedIn Profile Targeting can significantly enhance your campaign results.