LinkedIn advertisers are getting a new way to target their campaigns \u2014 specifically, a feature allowing them to aim Sponsored InMail and Sponsored Updates toward companies where they\u2019re actually trying to make sales.<\/p>\n
Russell Glass, the head of products for LinkedIn Marketing Solutions, told me that while the network already includes plenty of ad-targeting options, its company-targeting features aren\u2019t ideal. Basically, if you wanted a campaign to reach people at a specific organization, it was a fairly manual process and you were limited to a list of 100 companies.<\/p>\n
Now, with LinkedIn Account Targeting, businesses can bring their own list of accounts (i.e. sales accounts \u2014 companies, not individual user accounts). LinkedIn then cross-references that list with the 8 million company pages on the site and creates a user segment for ad targeting. Glass said this can be combined with LinkedIn\u2019s other targeting features, so marketers can limit their campaign to, say, specific job titles in specific geographies at a few thousand companies.<\/p>\n
Glass suggested that this approach ties into a couple of broader themes. First, there\u2019s the rise of account-based marketing \u2014 namely, aiming your marketing at particular customer accounts. He suggested that by supporting this, LinkedIn allows marketers to become \u201cmore aligned with what the sales team is already doing.\u201d<\/p>\n
Second, Glass said that for the last couple of years, his team has been \u201creally focused on sponsored content and building that core platform.\u201d Next up: A broad set of tools called Audience Matching, which should give advertisers more ways to use the data that they already have.<\/p>\n
\u201cThis is a platform,\u201d he added. \u201cAudience Matching is something that we\u2019re building to allow us to much more easily take in datasets [from advertisers]. \u2026 Account targeting rolls out tomorrow, and in the future we\u2019ll be rolling out other datasets.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
LinkedIn advertisers are getting a new way to target their campaigns \u2014 specifically, a feature allowing them to aim Sponsored InMail and Sponsored Updates toward companies where they\u2019re actually trying to make sales. Russell Glass, the head of products for LinkedIn Marketing Solutions, told me that while the network already includes plenty of ad-targeting options, […]<\/p>\n","protected":false},"author":2,"featured_media":58472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14],"tags":[23,15],"class_list":["post-2542","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","tag-linkedin-marketing","tag-ppc"],"acf":[],"_links":{"self":[{"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/posts\/2542","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/comments?post=2542"}],"version-history":[{"count":0,"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/posts\/2542\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/media\/58472"}],"wp:attachment":[{"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/media?parent=2542"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/categories?post=2542"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/a3.techbuzz360.com\/demanzo\/wp-json\/wp\/v2\/tags?post=2542"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}