Advertiser Q&A: Bing LinkedIn Profile Targeting

Advertiser Q&A: Bing LinkedIn Profile Targeting

Bing

Bing has been rolling out in beta mode a feature that makes it possible for businesses to target Bing advertisements by relying on LinkedIn data. The feature, known as LinkedIn profile targeting, is an example of how Microsoft is monetizing LinkedIn a few years after Microsoft purchased the popular business-to-business platform. In the following Q&A, we answer questions that our clients are asking about LinkedIn profile targeting. 

1 How does LinkedIn profile targeting work?

With this new feature, businesses running search campaigns in Bing can target people based on information they’ve shared on their LinkedIn profiles – specifically their industries, companies, and job functions.

So, let’s say I want to run an online search campaign targeting marketers in the financial service sector. I can target ads toward people who have identified themselves on LinkedIn with that specific job function in that particular vertical.

2 What’s the advantage to using Linked profile targeting?

According to Bing, LinkedIn profile targeting offers three advantages:

  • Relevance: LinkedIn can help you target the right audience. More-targeted audiences allow you to bid boost more precisely.
  • Ease of use: you can set up LinkedIn profile targeting in minutes.
  • Unique to Bing ads: Bing Ads is the only digital advertising platform (outside of LinkedIn) to offer LinkedIn profile targeting.

3 Who is a good match for LinkedIn profile targeting?

LinkedIn profile targeting is ideal for any business-to-business company. Bing can target:

  • 145 industries including consumer goods, hospitality, and financial services.
  • 80,000 companies such as Adobe, Disney, and Starbucks.
  • Job functions such as marketing, finance, and operations.

Also, this tool could be a more efficient way for smaller B2B companies who want to capitalize on LinkedIn but might find LinkedIn advertising products to be a too costly. LinkedIn profile targeting makes it possible for those businesses to capitalize on LinkedIn’s audience in a more cost-effective way.

4 What are the limitations of LinkedIn targeting?

  • The feature might not be as useful for consumer-facing firms.
  • The feature is based on job function (e.g., marketing), not title (e.g., CMO). So you can’t target people with specific titles.
  • LinkedIn profile targeting is based on information that LinkedIn users share about themselves. It’s only as accurate as the data people report.

5 I don’t use Bing. Why should I consider Bing in the first place?

Advertisers should consider Bing for a number of reasons. For example, the typical consumer on Bing spends more per purchase. My colleague Tim Colucci shared more reasons in an October blog post, “Why Advertisers Need Bing.” Check it out for more insight.

Plus, I believe there is much more value to LinkedIn profile targeting that I hope Bing will make available to advertisers soon. I would like to see Bing expand this new feature to include enhanced demographic/behavioral filtering. For instance, it would be useful if we could target certain interests and specific abilities/knowledge (either based on self-reported data or on post engagement) and maybe even years of experience. This capability would have a number of benefits. For instance, in the higher education space, universities could offer an operations management MBA program to target candidates with more than two years of experience who have field-related abilities like strong communication skills, and who share an interest in inventory forecasting, logistics, and quality control.

6 What should I do next if I am interested?

It’s a closed pilot. Not everyone can just do it. Reach out to your Bing representative or agency partner, such as True Interactive. Contact us. We’d love to help!

Why Advertisers Need Bing

Why Advertisers Need Bing

Marketing

I know of businesses that consider Microsoft’s Bing search engine to be a “cover-your-bases” alternative to Google. But Bing continues to grow as a strong advertising platform on its own terms. As The Verge reported recently, Bing is contributing to surging growth at Microsoft:

Microsoft’s search advertising revenue from Bing has been growing steadily over the course of the financial year. Each quarter it has consistently grown by around 15 percent, and Q4 is no exception. Search revenue is up 17 percent, thanks to higher revenue per search and an increase in search volume. While many are quick to dismiss Microsoft’s Bing search engine, Microsoft might have a unique opportunity to capitalize on its search engine after the EU ruled to force Google to unbundle its search app from Android. Phone makers will certainly be looking for opportunities to bundle rival search engines and browsers in the coming months.

Here are two reasons to invest in Bing as an advertising platform based on its own merits:

1 Bing Is Valuable

At True Interactive, we have seen larger average order values on Bing compared to Google. In other words, the typical consumer on Bing spends more per purchase. Why? The average Bing searcher probably has a higher income level than the average Google user.

2 Bing Innovates

Bing has been a forward-thinking innovator from the start. For instance, Bing’s visually stunning layout, emphasizing crisp graphics, has always been light years ahead of Google, making Bing literally a more attractive-looking platform in the Instagram age.

Bing continues to raise the bar with visual content. The recently launched Bing visual search extends a strong visual search capability across both Android and iOS devices, whereas visual search on Google remains limited to the Android world.

Bing innovates in many other ways, too. Recently Bing announced Spotlight, which relies on artificial intelligence and an extensive knowledge graph to provide a more well-rounded perspective on news that evolves over time. As Bing explained on its blog, “Spotlight shows users the latest headlines, a rundown of how the story has developed over time, and relevant social media posts from people around the web. Spotlight also shows diverse perspectives on a given topic so users can quickly get a well-rounded view on the topic before deciding what they want to go deeper on and read by clicking on any of the articles.” Here’s an image from the post:

Microsoft’s ownership of LinkedIn gives Bing more fertile ground to innovate. Bing recently made it possible to allow advertisers to target LinkedIn audiences. By contrast, Google Ads lack this option.

Google remains the top dog in search because of its market share alone. But Google is not the only option. Bing provides advertisers a tool to tap into a wellspring of innovation especially as consumer behavior continues to evolve with visual search.

For more insight into how to integrate Bing into your own digital marketing, contact True Interactive.