As marketers, we’re constantly looking at how to improve our ability to reach the right audiences with our messages – especially when we’re paying for it. In an exciting announcement last month, Bing unveiled it would now allow paid search targeting based on LinkedIn profile information. While it’s currently only available to select users, this will likely be rolled out to any advertiser on the Bing Network in 2019.

This marks a huge advancement in B2B advertising when you think about targeting a specific audience within an organization rather then a general consumer based on their own interests. LinkedIn profile targeting will be available for text ads, shopping campaigns, and dynamic search ads.

What are some of the new features?

With more than 575 million global members, LinkedIn has a lot of data to offer marketers. Advertisers operating on the Bing Search Network or on Bing owned/operated sites will now be able to specifically target (and modify their bids) for:

  • 145 Industries
  • 80,000 Companies
  • 26 Job functions

Non-B2B marketers will also be able to take advantage of this new targeting if they find their brand or product more closely aligns with a certain role (think entry-level vs. CEO audiences).

How does this impact marketers?

Most marketers use Bing and Google ads hand in hand, as the two platforms generally complement each other – Bing Ads reach 63 million searchers that aren’t reached with Google paid search. As search ad spending is growing across the board, it’s important to understand how these new features will impact users.

Currently, this level of targeting is only available on the Bing Ads platform. In addition to Bing’s lower CPCs – CPC averages $7.99 on Bing Ads and $20.08 on Google AdWords – this targeting entices brands to spend more of their advertising dollars through this network. Google Ads is also trying to grab a larger percentage of advertisers’ dollars by unveiling additional metrics, enhanced reporting, and enhanced support for new users throughout 2018. With all the industry pushback against shady targeting and consumer data practices, it’s clear these two platforms are eager to help brands navigate the challenges around fair and transparent targeting (& get themselves a larger piece of the ad budget pie).

This change also allows marketers to take advantage of LinkedIn’s data without having to go through LinkedIn’s ad platform – and pay the high CPCs associated with it. By working through Bing, brands can quickly and easily integrate this targeting into existing Bing campaigns and begin realizing the impact of reaching more specific audiences.

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