Microsoft Advertising has updated its options for LinkedIn profile targeting within Audience campaigns. Advertisers can now restrict ad delivery using “Target and bid” settings, allowing ads to be served only to users with the selected LinkedIn profiles.
This change marks a significant shift from previous settings where LinkedIn targeting was only used for bidding adjustments, without the ability to narrow the audience. The updated settings apply exclusively to Audience campaigns, with Search, Dynamic Search Ads, and Microsoft Shopping campaigns retaining the “Bid only” option.
Steps for implementing LinkedIn profile targeting now include navigating to Campaigns > Audience campaign and ad group > Demographics > Company, Industry or Job function > Add > Targeting setting. This modification enables advertisers to reach specific B2B audiences more effectively by targeting based on company, industry, or job function.
Read the official help page here: LinkedIn profile targeting.
This update was spotted by Hana Kobzová.