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LinkedIn will begin showing all the sponsored content an advertiser has run within the past six months in an “Ads” tab on the associated LinkedIn pages.

The company announced the change this week as part of an effort to bring more transparency to advertising across the platform:

“At LinkedIn, we are committed to providing a safe, trusted, and professional environment where members can connect with each other, engage with relevant content, and grow their careers. Increased transparency to both our customers and members is critical to creating this trusted environment.”

When viewing an advertiser’s page, users will be able to click the “Ads” tab to view every ad that company has run in the past six months.

Users can also click on the ads as they typically would, but the advertiser will not be charged, nor will it impact campaign reporting.

Obviously, the tab won’t include any of the information behind the ads, like who they targeted or the budget for that campaign.

In my eyes, this seems like a reason to ensure your LinkedIn advertising is consistently high-quality, with the upside that high-performing ads have a chance to lead to sales without having to pay for those ad clicks.

LinkedIn is expanding its ad targeting options to allow advertisers the ability to better target their ideal audience.

The professional social platform has launched lookalike audience targeting which allows you to create an ad audience similar to your dream customer.

As the company says in their announcement:

“LinkedIn’s lookalike audiences combine the traits of your ideal customer with our rich member and company data to help you market to new professional audiences similar to your existing customers, website visitors and target accounts.”

Specifically, the company highlights a few ways lookalike audience targeting can help businesses improve their advertising:

  • Reach high-converting audiences: Discover audiences similar to those who are already interested in your business.
  • Get results at scale: Extend the reach of your campaigns to more qualified prospects.
  • Engage new target accounts: Target your ads to additional companies you may not have previously considered. These companies match a similar company profile to your ideal customer.

In testing, LinkedIn says lookalike audience targeting led to a 5-10x increase in campaign reach without sacrificing ad performance.

At the same time it announced the launch of these new targeting options, LinkedIn also revealed a few other improvements to their ad platform:

Interest Targeting

While interest targeting has been available on LinkedIn since January, the company says it is now increasing the targeting capabilities of the feature.

Through a partnership with Microsoft, LinkedIn will now allow advertisers to target users based on not only their LinkedIn profile information but through the professional topics and content they engage with on Bing.

Audience Templates

LinkedIn has also created some new features specifically aimed at new advertisers. Audience templates provide advertisers with a selection of more than 20 premade B2B audiences. This way, you can start targeting your ideal audience without having extensive knowledge of ad targeting.

The templates cover a range of characteristics, from users skills, job titles, groups, and more.

In the announcement, LinkedIn says the new features will all be rolling out over the next two weeks.

LinkedIn is working to make itself a worthwhile advertising platform for brands, and that includes launching new targeting options for advertisers.

Starting over the next week, advertisers will be able to target ads on LinkedIn based on users’ professional interests and behavior.

As the company says in their announcement:

“We’re excited to announce interest targeting in Campaign Manager. 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.”

You can target your ads based on over 200 categories such as artificial intelligence, global economy, and customer experience.

Specifically, LinkedIn says brands can benefit from Interest Targeting in a few ways:

  • 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. For example, if you sell Cloud Computing services, you can target members interested in “cloud computing” and create a campaign with Sponsored Content ads that show how your solution is helping business do more with their data.
  • Deepen your influence with the buyer committee within your target accounts. Today, many of our customers use LinkedIn’s powerful account targeting to inform their Account-Based Marketing campaigns. Now you can kick it up a notch by using 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 is currently rolling out on LinkedIn and is expected to be available to all advertisers within the next week.