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Bing Ads Leverage LinkedIn Data: What to Know

October 31, 2018 Digital Media Solutions

Honing in on your preferred audience while leveraging crucial data? Sounds great to us! Just recently, Bing Ads announced another update, within their LinkedIn integration, to offer clients more concise and accurate profile targeting.

What is the latest Bing Ads and LinkedIn update?

latest Bing Ads and LinkedIn update

After purchasing LinkedIn in 2016 for $26 billion, Bing readily leveraged the networking site’s power by updating advertising options with LinkedIn’s enhanced audience data.

The newest update from this unique partnership provides clients the ability to target U.S.-based LinkedIn audiences with shopping campaigns, text ads and dynamic search ads, a capability unique to Bing and untapped by Google Ads.

Bing released the following statement:

With over 575 million global LinkedIn members, part of our vision has always been to bring together each company's rich data and deep understanding of users to help our customers reach people in meaningful ways.

This feature, known as LinkedIn Profile Targeting, allows marketers to maximize their campaign budgets with precision-based targeting through specific profile details like company, job function and industry.

When was LinkedIn Profile Targeting released and who can use it?

Announced on October 23rd, LinkedIn Profile Targeting with Bing Ads is available for all current clients in the U.S. Initially, bid-only targeting will be available, though additional capabilities might not be far down the pipeline.

How can clients use the new LinkedIn Profile Targeting?

How can clients use the new LinkedIn Profile Targeting?

Bing allows marketers to add LinkedIn Profile Targeting to existing campaigns and ad groups through the campaign/ad group targets option on the settings tab and then edit target categories selection. Search Engine Journal performed a deep dive into Bing’s new LinkedIn Profile Targeting and found marketers can easily set modifiers for profile targets, like increasing a bid by 30% to reach Apple employees.

In the past, Bing has suffered from conversion rates that paled when compared to Google performance. But enhanced targeting could result in higher-intent leads that are more likely to drive sales. Paid search marketers who target professionals in particular industries or individuals with specific educational backgrounds or certifications are likely to be the first to benefit from this new paid search targeting option.

Earlier this year, Bing reported a 15% increase in Bing revenue year over year. And eMarketer predicted Microsoft will generate $5.76 billion in ad revenue worldwide, while LinkedIn is expected to bring in roughly $1.75 billion this year. Microsoft’s 2016 LinkedIn acquisition is the digital marketing gift that keeps on giving.

Reimagining your paid search win?

Contact Digital Media Solutions today.

About the Author

Digital Media Solutions

Digital Media Solutions, LLC (DMS), the largest single entry point for scalable and reliable, martech-enabled digital marketing solutions, deploys a robust database of consumer intelligence and leverages massive proprietary media distribution to provide customer acquisition campaigns that grow businesses, offer visibility into the customer experience and provide accountability for every media dollar spent. DMS continues to experience explosive year-over-year growth, with continuous recognition on the Inc. 5000 list, securing its sixth consecutive ranking in 2019, and the Entrepreneur magazine 360 list. Named one of America’s “Best Places to Work” by Inc. magazine and awarded the 2018 Excellence in Lead Generation Award by the LeadsCouncil, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum.

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