LinkedIn taps Bing search data for interest targeting

Microsoft-owned LinkedIn is expanding its interest targeting capability with Bing search data.

Why you should care

Bing has started incorporating LinkedIn data for search ad targeting. Now, we’re seeing search data be used for targeting on LinkedIn for the first time since Microsoft acquired the B2B social network in 2016.

Advertisers will be able to target LinkedIn users based on the professional topics and content they engage with on Bing as well as the professional interests they’ve indicated on LinkedIn.

LinkedIn launched interest targeting in January, allowing advertisers to target users who have indicated professional interests. It launched with more than 200 topics, such as AI, customer experience and global economy. Interest targeting can be used together with account targeting.

More on the news

• Linked in also introduced lookalike audiences to help advertisers expand their audience targeting and prospect to those who “look like” their existing customers.
• New audience templates launched Wednesday as well. Designed for newer LinkedIn advertisers, they offer a selection of more than 20 predefined B2B audiences with characteristics such as skills, job titles and groups that can get activated quickly
• See our complete coverage of the updates on our sister site Marketing Land.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.