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Bing Ads is the only advertising platform (other than LinkedIn) that allows you to target potential customers based on their LinkedIn profile information. You can target customers based on their Industry and Job function.  

While Bing Ads does not have a Company Size as an official dimension, you can also filter companies available to target by the size you’re looking to reach.

LinkedIn Profile Targeting will not narrow your ads' audience. For example, by targeting a specific company, you aren't excluding everyone who does not work for that company.  
After reading this Study guide, you will understand how to:

  • Set up LinkedIn Profile Targeting in a new campaign
  • Set up LinkedIn Profile Targeting in an ad group
  • Set up LinkedIn Profile Targeting in an existing campaign or ad group’s Settings and Demographics tab

Set up in a new campaign

When creating a campaign, click Campaign targets. Next, click Edit target categories. Select Company, Industry, and/or Job function.

For each target type, click Edit target. Search or browse for companies, industries, and/or job functions, and click Target for the appropriate ones. Click Done for each target type. Finally, set a bid adjustment for each target.

Sitelink Extensions

Remember, LinkedIn Profile Targeting doesn’t target individuals via LinkedIn, but a group of people who meet the criteria. For example, the user must be on Bing and have a LinkedIn ID.
Here is an example of the types of companies available to target. There are over 80,000.

Learn more about how to create hotel ad campaigns and specify bids.

Set up in an ad group

After you click Create ad group, look for the Ad group targets section and click Edit target categories. Select Company, Industry, and/or Job function.

If you have already set this target type at the campaign level, you'll see the Use my campaign settings toggle switched on. To edit this target type for this ad group, switch the toggle off and then click Edit target.

Search or browse for companies, industries, and/or job functions, and click Target for the appropriate ones. Click Done for each target type. Finally, set a bid adjustment for each target.

Set up in an existing campaign or ad group’s Settings tab

In the campaign or ad group's Settings tab, look for the Campaign targets or Ad group targets section and click Edit target categories. Select Company, Industry, and/or Job function.

If you are on an ad group's Settings tab and have already set this target type at the campaign level, you'll see the Use my campaign settings toggle switched on. To edit this target type for this ad group, switch the toggle off and then click Edit target.

Search or browse for companies, industries, and/or job functions, and click Target for the appropriate ones. Click Done for each target type. Finally, set a bid adjustment for each target.

Set up in an existing campaign or ad group’s Demographics tab

In the campaign or ad group's Demographics tab (not everyone has this tab yet), click Company, Industry, or Job function. Click Add company, Add industry, or Add job function.

Search or browse for a company, industry, or job function and then set a bid adjustment for it. Click Save.

Note: You cannot target more than 1,000 companies in a single ad group or campaign

For more information on adjusting bids, see How to target my customers by adjusting my bids.

Summary

In remarketing terms, think of LinkedIn Profile Targeting as "bid only," as opposed to "target and bid." It is available for Expanded Text Ad campaigns, dynamic search ad campaigns, and Bing Shopping Campaigns, and set up is easy.

Key takeaways

  • You can use LinkedIn Profile Targeting based on customers’ Company, Industry, and Job functions.
  • Set LinkedIn Profile Targeting, along with other targeting settings, in step 4 of the campaign-creation process.

Thanks for reading this Study guide on LinkedIn Profile Targeting. Continue studying or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this Study guide may not be available in your market.