Bing Ads Leverage LinkedIn Data: What to Know

October 31, 2018 Ross Bucholc

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

Ross Bucholc

Ross Bucholc is the Director of Paid Media at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Ross oversees search, display, social, programmatic, mobile and affiliate programs servicing DMS clients across industries. The DMS Paid Media team focuses on customer-centric, real-time marketing using robust data from multiple sources to understand each customer’s journey and optimize campaign performance. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.

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