[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbing-ads-rolls-linkedin-profile-targeting":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":331,"breadcrumbs":332,"reading_minutes":142,"category":340,"head":342},"2019-01-02T14:49:29",{"rendered":6},"\u003Cp>\u003Cstrong>After Microsoft bought LinkedIn in June 2016, there was much speculation in the Digital Marketing community of if and how, Microsoft would incorporate this wealth of data into their search advertising platform, Bing Ads.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">With the war between Google Ads, and Bing Ads very much ongoing, it was thought that this $26 Billion acquisition would put Bing on the front foot in terms of targeting capabilities. Adding this tool to Bing Ads arsenal would also allow them to separate themselves from being a alternative to Google, and provide a valuable unique selling point.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">A little over 2 years after the deal, there was a sign that this was becoming a reality. Earlier this year, Microsoft’s David Pann announced that there would be an incorporation of LinkedIn’s powerful B2B targeting capabilities into the Bing Ads platform, it has now materialised and (for me at least) is present in the platform.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This targeting comes in the form of \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadvertise.bingads.microsoft.com\u002Fen-us\u002Fsolutions\u002Faudience-targeting\u002Flinkedin-profile-targeting\">\u003Cspan style=\"font-weight: 400\">LinkedIn Profile Targeting\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"how-does-it-work\">How Does It Work?\u003C\u002Fh4>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This feature can be found under the \u003C\u002Fspan>\u003Cb>Demographics\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\"> tab in Bing Ads. For the time being it features three targeting capabilities; \u003C\u002Fspan>\u003Cb>Company\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\">, \u003C\u002Fspan>\u003Cb>Industry\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\">, and \u003C\u002Fspan>\u003Cb>Job Function\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\">.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4249 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F5Hluv3t9-Screen-Shot-2018-12-31-at-13.05.28.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1012\" height=\"240\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">The data is sourced from the database of LinkedIn accounts, and is matched to the data shared by the user. In this case matching the company, industry, and job function data a user shares to the LinkedIn platform. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">So if you were to run a search campaign with the intention of targeting HR workings in a particular industry. This targeting method allows for a higher bid to be applied to those users using both the Job Function, and Industry tabs within \u003C\u002Fspan>\u003Cb>Demographics\u003C\u002Fb>\u003Cspan style=\"font-weight: 400\">.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"targeting-options\">Targeting Options\u003C\u002Fh4>\n\u003Cp> \u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">Company\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Allows you to target the employees of over 80,000 companies.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4250 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F3jQP96Jd-Screen-Shot-2018-12-31-at-13.18.59.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"609\" height=\"423\" \u002F>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cstrong>Industry\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">145 Industries. Including Marketing & Advertising, Financial Services, and Higher Education.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cstrong>Job Function\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">There are 26 Job Functions to target such as the ones should below.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-4251 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FeQ7trKhU-Screen-Shot-2018-12-31-at-13.25.49.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"627\" height=\"364\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">As you can see this functionality offers powerful targeting capabilities that incorporates some of LinkedIn more desirable features. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This addition to Bing Ads is particularly appealing, as it allows for the benefits of LinkedIn targeting at a highly reduced CPC, compared to the notoriously high costs of LinkedIn Ads.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">The \u003Cstrong>Demographic\u003C\u002Fstrong> targeting can be applied at \u003Cstrong>Campaign\u003C\u002Fstrong>, and \u003Cstrong>Ad Group\u003C\u002Fstrong> level. For the time being this targeting option only supports \u003Cstrong>Bid Only\u003C\u002Fstrong>, so will not narrow your audience, but increase your bid for users who match the targeting. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">The targeting can also be applied to all of the Bing Ads campaign types; Search, Shopping, Dynamic Search Ads, and Audience Specific campaigns.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch4 id=\"limitations\">Limitations\u003C\u002Fh4>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Although we welcome unique functionality like this for the Bing Ads platform, there are some notable limitations with LinkedIn Profile Targeting.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Job Function not Job Title?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Fans of LinkedIn Ads targeting capabilities will be fully aware of the power that comes with being able to target specific people within a company or industry\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">The option of targeting a CMO within an industry or company, will likely deliver more granular results than targeting the job function, Marketing.    \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Due to this, we were a little disappointed that this functionality is not included with Profile Targeting on Bing Ads.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Only, Bid Only\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Fans of broad keyword targeting, and Targeted strategies to narrow your audience, will have been disappointed to see that the LinkedIn Profile Targeting currently only supports Bid Only. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">It is likely that this option will be supported later down the road, and is something that a lot of digital marketers will be keen to see in the platform. The ability to exclude Industries, or Job Functions would also be a desired addition to the targeting options.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>LinkedIn Data\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">The last point here relates to the data that is used to inform the targeting. As this data is based on the information users upload to their LinkedIn Profiles. This data is only as accurate as the data that is supplied.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">This is a clear distinction to targeting such as In-Market audiences, or Intent Audiences, which uses data supplied by users, such as search queries, but is coupled with advanced algorithms to analyse and group this data.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Although this feature is currently in closed beta testing, if you’re interested in getting this functionality for your business’s Bing Ads account, contact your Bing Ads representative, or Bing Agency Partner, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadvertise.bingads.microsoft.com\u002Fen-gb\u002Fresources\u002Fbing-partner-program\u002Fpartner-directory?Filter=1&page=1&Filter_Services=&Filter_Location=GB&Filter_Industry=&Filter_SearchText=impression\">Impression\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21,22],"post-4248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":138},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Bing Ads Rolls Out LinkedIn Profile Targeting",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,114,126],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":111},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106,108],{"name":107,"image":36},"Joe Turnbull",{"name":109,"image":110},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":125},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122,124],{"name":123,"image":36},"Harry Clements",{"name":109,"image":110},{"to":112,"name":113},{"type_key":16,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":137},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,135],{"name":123,"image":36},{"name":136,"image":36},"Jennifer Shin",{"to":112,"name":113},{"type":139,"style":140,"heading":28,"date":4,"updatedAt":141,"reading_minutes":142,"image":143,"imageAlt":28,"categories":144,"collections":330},"blog-post","light","2022-02-07T16:48:26",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FdH93S0jY-050720211625513346_black-board-bright-226569-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[145],{"id":10,"count":146,"description":147,"link":112,"name":113,"slug":148,"taxonomy":149,"parent":42,"meta":150,"acf":151,"head_links":152,"resource_count":153,"yoast_title":154,"yoast_meta":155,"yoast_json_ld":199,"_links":298,"path":112},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[156,158,161,164,167,170,173,175,177,179,182,185,188,191,193,196],{"property":157,"content":154},"title",{"property":159,"content":160},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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