Users rejoice, you’ll soon be getting more ways to target your ads on LinkedIn, with the platform adding a range of new Service interest attributes, and over 120 new Product interest options, to help refine your audience targeting.
As LinkedIn explains:
“With 90K+ Product Pages, 6.1MM Service Pages, and interactions on Linkedin Pages increasing 48% year over year, we know brands and members are turning to LinkedIn to showcase their products and services, igniting interest and engaging with buying committees.”
Targets In Sight
Based on the above statement – and that massive growth in Page interactions, LinkedIn has built in a new set of qualifiers for your audience targeting, which will provide more ways to drill down to specific audiences in the app. To go on further, LinkedIn says that there are now 400+ professional interest categories, across business technology, financial management services, cybersecurity software, and more. You can use all of them to hone in on your specific audience, maximizing your LinkedIn ad spend.
LinkedIn specifically added new product categories, with a focus on software. LinkedIn has also added a range of new Service interests:
“You can leverage these activities and the LinkedIn Economic Graph to create more tailored campaigns and reach members interested in the services you provide. Our initial set of ~20 categories includes services such as real estate, environmental consulting, and application software development.”
These advanced options will give you more ways to connect with just the right people in the app – and with more people turning to LinkedIn than ever, now could be a great time to try out its ad options, and see what results you get. To add, LinkedIn recently conducted a study, in partnership with Nielsen, to identify the top ad approaches for B2C brands. The study looked at 144 campaigns and found that B2C campaigns on LinkedIn work best when they focus on Aspiration, innovation, and Loyalty.
- Aspirational messaging is all about connecting your brand to desirability – for example, showing why driving your vehicle will bring a more adventurous lifestyle.
- Innovation-based messaging focuses on new ideas and unique products. Either the content itself is unique, or the experience of using the product/service feels unique to consumers.
- Loyalty-based messaging, meanwhile, contributes to mid-funnel Favorability. Does your brand reflect your audience’s values? Would consumers say that they love your brand?
The Wrap
LinkedIn says that focusing on these aspects will help drive better results, by better connecting with its audience and their desires. Combined, these new audience targeting options could provide you with a direct formula for constructing new, more effective LinkedIn campaigns.
Sources