Microsoft’s looking to expand its use of LinkedIn insights, by enabling advertisers using its Performance Max ad option to utilize LinkedIn member data for campaign targeting.
As per Microsoft’s latest ads update.
“Advertisers in six major markets (U.S., Canada, UK, Australia, France, and Germany) will now be able to tap into LinkedIn’s professional targeting data, including company, industry, and job function signals [for Performance Max campaigns]. This is in addition to in-market audiences by job title and company size.”
So now, advertisers using Microsoft’s Performance Max ad option will be able to extend their campaigns based on LinkedIn member data, providing another way to reach the right audience with their ads.
To be clear, Microsoft advertisers using its various other ad products (Dynamic Search Ads, Microsoft Audience Network, and Shopping Campaigns) have been able to utilize LinkedIn member data for years.
So the option itself isn’t new, but the expansion to Performance Max, Microsoft’s AI-powered, automated ad option, will provide more ways for its systems to find the right audience for your campaigns, based on a broader set of data points.
Which is significant, because LinkedIn’s trove of professional insights is unmatched, which gives parent company Microsoft a significant advantage for specific types of audience targeting. And with the right campaign assets, Performance Max targeting to LinkedIn audiences could help you reach key decision-makers, without you having to manually select and categorize these users.
It could actually be a big boost, which may make Performance Max campaigns more appealing for B2B and professional marketers.
It’s an interesting expansion either way, and with Microsoft’s AI targeting continuing to improve, it could offer significant advantages and benefits.
Microsoft says that advertisers can now request to be enabled for this pilot via their account team or contacting Microsoft support.
You can learn more about Microsoft’s latest ad updates here.
Source link
