Marketing on LinkedIn seemed pretty self explanatory before, especially for b2b companies, or those looking to hire someone from a specific industry. However, the company just added a feature which will make it even easier to target your ads on the professional social network. Now businesses can target specific companies with their ads, which is going to be an effective way to reach giant corporations and small businesses alike. The feature is called LinkedIn Account Targeting and it will allow marketers to target up to 30,000 companies in any marketing campaign on LinkedIn.
This new targeting information will be in addition to the useful ad targeting already available which includes job titles, seniority, skills and groups that a user belongs to – which is already very useful for targeting ads. The program was tested by 20 companies including Comcast and Salesforce. These companies reported lower costs per leads and increased email opens and click through rates. LinkedIn found that the campaigns using this feature were so effective that the users would often increase their budget for the program by 5 to ten times. That’s saying a lot.
LinkedIn also hinted at even bigger changes coming soon. They want to allow marketers to use their own data in conjunction with the data provided to them by LinkedIn ads. Perhaps it will be something similar to Facebook’s new feature on Facebook Atlas which allows advertisers to use their own POS data to compare with metrics from the advertising platform.
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