Marketing on LinkedIn just got easier and more efficient. The network has debuted a new targeting feature for marketers which will allow them to use their own demographics and other data to reach audiences in a more targeted and effective way.
LinkedIn Account Targeting
The new ad network was introduced earlier this month, just three weeks after the company shut down its old one. It’s called LinkedIn Account Targeting and, much like Facebook’s Audience Network, it allows marketers to aim their campaigns at up to 30,000 companies at one time, far more than the previous 100-company limit. Here’s how it works:
- Advertisers present a list of companies they’d like to reach using one or more of LinkedIn’s advertising products.
- Additional profile information, such as job function or seniority, can be layered in.
- LinkedIn cross-references the list against the eight million businesses in its network and creates an account target segment.
- Marketers launch their campaigns and review results, allowing them to optimize future campaigns.
The new functionality allows advertisers to market products and services to the people who matter most. LinkedIn’s goal with the new feature is to give marketers a platform that accurately targets each company’s decision makers, and empower them to deliver relevant content to achieve meaningful results. This is particularly relevant for those who market to the B2B sector.
Who Can Use Account Targeting
LinkedIn Account Targeting is currently available to customers who purchase Sponsored Updates, which puts promoted status updates in content feeds, and Sponsored InMails, which puts promoted messages in LinkedIn inboxes. LinkedIn plans to expand this to its self-serve clients over time. It’s logical for LinkedIn to take this approach, as Sponsored Updates were the primary driver of growth for the company’s Marketing Solutions arm (50% of its $581 million revenue in 2015). Some of the first advertisers who've tried out the new option are Salesforce, Comcast, and Swrve.
For businesses worried their competitors might be able to gain access to their lists, LinkedIn says there’s nothing to fear – information is encrypted and secure, meaning no account can learn from another.
ADTACK is a full service inbound marketing agency that can help you understand, create, and schedule LinkedIn Account Targeting ads. Contact us today to learn more at 702-270-8772.
