LinkedIn Profile Targeting on Bing

Targeting by Keyword indicates Intent. Targeting by Job Title indicates Persona. Targeting by Both is the Holy Grail of B2B. Microsoft Search Ads allows you to do this. Google does not.

What you can target

Microsoft pulls 3 key dimensions from LinkedIn Profiles:

1. Company: Target employees of "Apple," "Microsoft," "Deloitte."
2. Job Function: Target "Engineering," "Marketing," "Sales."
3. Industry: Target "Finance," "Healthcare," "Manufacturing."

Use Cases

1. Competitor Poaching

• Keyword: "Best CRM Software"
• Company Target: Employees of "Salesforce" (Bid Adjustment: +100%).
• Result: You are showing your ad specifically to your competitor's employees.

2. High-Value B2B

• Keyword: "Office Chair" (Usually too broad).
• Industry Target: "Law Firms," "Tech Companies."
• Result: You are selling expensive chairs to companies with budget, ignoring home users.

Setup

1. Campaign → Settings → Campaign Targets.
2. Click "Edit Target Categories."
3. Select "LinkedIn Profiles."
4. Add your selections.
5. Important: Make sure "Target and Bid" is selected if you only want to reach these people.

Summary

This feature alone is worth moving your B2B budget to Bing. Stop paying for clicks from students and hobbyists. Pay for clicks from Decision Makers.