Introducing Interest Targeting

Own the conversations on the professional topics that matter to your audience

January 23, 2019

LinkedIn Interest Targeting

Editor's Note: As 2020 approaches, we're looking back at some of 2019's most popular posts on the LinkedIn Marketing Blog. This one ranked No. 10.

At LinkedIn Marketing Solutions, our goal is to help businesses grow by enabling them to engage the audiences that matter most to them. But with the breadth of content, conversations, and engaging moments shared every day across thousands of topics on LinkedIn, it can be hard for you and your marketing team to translate this activity into audiences you can reach.

That’s why 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.

With interest targeting you can fine tune your campaign targeting by using more than 200 professional interest categories, like artificial intelligence, global economy, customer experience, and more. Since members are spending more time than ever on the newsfeed engaging with content and joining the conversations they care about, you can leverage these activities to create more tailored campaigns and reach the professional audiences that matter most to your business.

With Interest Targeting you can:

  • 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.

Over the past few months we’ve been testing this feature and here’s what our customers had to say:

We were excited to hear that interest targeting would be an available targeting facet on LinkedIn. We’ve used it on our Brand Awareness campaigns and we are extremely satisfied with the results so far! — Matt Campbell, Multi Channel Marketing Specialist, SAS Institute
Interest targeting provides Digitas with a more effective way of reaching our ideal customer with the content they care about. Since using it as part of our campaign activity, we have seen a 25% increase in CTR rate. This, combined with the Carousel Ads, has without doubt helped us and our work to achieve a much higher CTR when compared to other platform use. — Lloyd Palmer, Senior Paid Social Specialist at Digitas UK

Interest targeting will be available to all advertisers over the next week. To learn more, visit our interest targeting page on Help Center.