Brands spend a lot of money on adverts that may sometimes not reach half of their targeted audience. While Facebook, Twitter and the likes have been adding series of products and tools to help businesses maximize their reach, it is obvious that more still needs to be done. LinkedIn feels there is need to give advertizers more value for money being spent to reach their audience. To this end, the professional social media network has just launched a new tool called “Interest Targeting.”
LinkedIn’s Interest Targeting is integrated into the Campaign Manager, and allows you to fine tune your campaign by using more than 200 professional interest groups. Brands will be given access to more than 200 categories that are interest-based including, artificial intelligence, global economy, customer experience, and many more.
Interest Targeting allows you to leverage on topics being created and added to the newsfeed to create campaigns that tailored to reach professional audiences that important to your business needs.
LinkedIn“Interest targeting lets you reach members with relevant ads that match their professional interests — based on the content they share and engage with on LinkedIn. With these added options, you can more easily achieve your campaign objectives and grow your business,” Jae Oh, Senior Product Manager, LinkedIn Marketing Solutions stated in a blog post.
In a nutshell, Interest Targeting is primarily focused on the following:
- Serve relevant ads and content that match a member’s professional interests. Interest targeting can help you shape brand perception with different professional audiences by associating your brand with the topics that they care about.
- Deepen your influence with the buyer committee within your target accounts. You can use account targeting along with interest targeting to reach an audience of potential buyers who have already expressed, or are likely to express, an interest in the content that’s relevant to your business.
- Reach those interested in pursuing a certificate program. You can also use a combination of degrees and interests to reach the audiences who would be a naturally fit for higher education programs.
Interest Targeting went through a period of tests that enabled LinkedIn to fine tune its features to suit the individual needs of every business. Testers were drawn from various categories of costumers who shared their views with LinkedIn on what they feel about the tool.
Lloyd Palmer, Senior Paid Social Specialist at Digitas UK in his feedback said: “Interest targeting provides Digitas with a more effective way of reaching our ideal customer with the content they care about. Since using it as part of our campaign activity, we have seen a 25% increase in CTR rate. This, combined with the Carousel Ads, has without doubt helped us and our work to achieve a much higher CTR when compared to other platform use”
A couple of days ago, LinkedIn added some new ways to research a potential employer to Pages. Users will among other possibilities, be able to inform recruiters of their interest in a job, secure easy access to their dream company, follow hashtags to learn more, and more.