Facebook’s advertising features are constantly being updated. They get the most attention in social media advertising, along with new integrations and improvements to Instagram. LinkedIn, however, has been steadily building its advertising platform with less attention than Instagram and Facebook.

LinkedIn is still building its advertising platform but with less attention than Instagram and Facebook.

LinkedIn Advertising updated several times in 2019 to allow for better targeting and bring them closer to Facebook’s level and sophistication.

Building on LinkedIn’s successful 2018

LinkedIn saw a tremendous 2018 thanks to their newsfeed improvements and an increase in smaller content creators. LinkedIn added 75 million members between mid-2017 and mid-2018 to reach a total of 575 million.

Social Media Today It should be noted that Facebook has added approximately 146 million users and Twitter has added 9 million. This suggests that LinkedIn’s growth rate is likely to be higher than average.

LinkedIn saw an increase in revenue of 33% and ” record engagement“, with a 34% growth in LinkedIn sessions.

Teaming up with Microsoft, Bing, and Adobe

They now integrate Bing’s search engine data with Microsoft Dynamics 365 Sales using LinkedIn, which is owned by Microsoft.

LinkedIn also partnered with Adobe to tap into their rich data set via their ubiquitous Creative Cloud app suite and Marketo Engage B2B market platform.

This combination combines the data of a major search engine and large sets of business data from Microsoft, and Adobe, and is perfect for LinkedIn’s purpose.

• Get a deeper understanding of your targeted accounts in real-time
  Marketo Engage data and Microsoft Dynamics 365 will allow sales and marketing teams to use it to gain a deeper understanding of their targeted accounts. This includes insights into individual roles, influence, and preferences.
  Marketo Engage and LinkedIn’s Matched Audiences can be combined to provide marketers with account-based targeting capabilities that will enable them to identify the right contacts in an account for reaching out on LinkedIn.   

• Richer account profiles can help you target audiences more effectively.
  Marketo Engage’s account profiling capability combines intelligence-driven predictive modeling and automation to help marketers identify the most suitable accounts to pursue. It allows them to quickly identify these accounts from among 25 million companies.

• Campaigns based on power people are more precise than ever:
  Adobe Audience Manager (the company’s Data Management Platform) will allow brands to connect audience data to power contact-based campaigns on LinkedIn and other channels, while also informing media buyers with greater precision than ever before.
  Data governance and privacy controls are key to ensuring customer data security and helping brands comply with their data privacy compliance goals.

LinkedIn Advertising’s big start to 2019

In Campaign Manager, LinkedIn Dynamic Ads are Available Now

If you are not familiar with LinkedIn advertising, let me start by sharing an important update from last autumn that will lead up to the main updates this year. LinkedIn launched a revamped Campaign Manager last July with Dynamic Ads integration in September.

Dynamic ads allow advertisers to personalize LinkedIn advertisements using publicly available data from LinkedIn users. This is possible through a variety of advertising types. You can now personalize, track, and channel creative at scale as part of their Campaign Manager.

It’s easy and more efficient to use ad templates and automated features like auto-translation or personalized auto-targeting.

The wait for Interest Targeting is finally over

Facebook’s advertising success has been based on the ability to target different audiences by interest. January 2009 finally has it for Linkedin.

We can now target over 200 interest groups through user activity and the push to use and follow #hashtags on LinkedIn over the past few years. This includes artificial intelligence, cloud computing, and global economy.

This information can be combined with other factors such as education, job title, industry, or location to better reach specific audiences.

New Lookalike Audiences let ad campaigns look more like Facebook’s

Lookalike Audiences was a powerful upgrade to Facebook’s Ad Manager which became very popular in 2013. It has continued to grow ever since.

Similar to Facebook, March 2019 allows you to target new audiences similar to or even better than your ideal audiences. These features include uploading email lists or data sets of website visitors to your Campaign manager. These upgrades to LinkedIn marketing agencies in Miami are very useful for B2B businesses.

LinkedIn then compares the data you have uploaded to their database and creates new audiences similar to those in your data set.

LinkedIn is not as large as Facebook, but it has an unparalleled source of data from professionals. This can help to increase conversion rates.

LinkedIn provides Audience Templates to help those who aren’t as familiar with this type of advertising or don’t have enough data.

This allows you to easily create a variety of targeting variables using a template. The template then works with LinkedIn’s data as well as your uploaded Lookalike Audience information. 

LinkedIn also published a guide called Reach your Audience: Targeting LinkedIn.

This year, LinkedIn teamed up with Adobe and Microsoft and took some big steps for its advertising platform. While maintaining the website’s successful development in 2018, LinkedIn Advertising’s updates allowed better targeting. This also made the platform closer to its important competitors.