The most difficult problem in B2B global expansion is not the budget, but finding the right people. Google search ads can intercept users with clear search intentions, but cannot accurately target corporate decision-makers in specific positions. LinkedIn ads can be targeted accurately, but the CPC is often -15. LinkedIn Profile Targeting from Microsoft Advertising is the third way:In search advertising scenarios, use LinkedIn's B2B data to precisely target users while maintaining a much lower CPC than LinkedIn advertising.
What is LinkedIn Profile Targeting
When Microsoft acquired LinkedIn in 2016, Microsoft Advertising gained the ability to aggregate LinkedIn user data. Bing users can be targeted along the following dimensions:
- Company Name: Target employees of a specific company
- Industry: Targeted by LinkedIn industry classification
- Job title (Job Function): Oriented by function (sales, marketing, IT, finance, etc.)
- Job Seniority: Oriented by level (junior, mid-level, executive, C-Suite)
- Company Size: Targeted by employee number range
Why this feature is important for B2B global expansion
Let's say you're a SaaS company targeting mid-sized manufacturing companies and your target customer is the director of procurement. In Google Ads, you can only target keywords, not filter by job title. In LinkedIn Ads, it is possible to target Director of Procurement directly, but the CPC is -15. In Microsoft Advertising + LinkedIn targeting: search ads + job filtering, intent + job dual targeting, at a lower cost than LinkedIn.
After a cross-border supply chain software company joined Microsoft Advertising and set up LinkedIn targeting (company size of more than 200 people + job-level executives/directors), the proportion of inquiries converted into business opportunities increased from 12% to 31% within two months. Same budget, completely different quality of business opportunities.
Actual setup steps for LinkedIn Profile Targeting
Step one: Go to audience settings.When creating or editing an ad group, find the LinkedIn Profile Targeting option in the Audiences section. It is recommended to set it at the ad group level for greater flexibility.
Step 2: Select the orientation dimension (AND logic).
Combination Example 1 (SaaS Enterprise Customer): Industry Information Technology + Job Level Director/VP/C-Suite + Company Size 201-5000.
Combination Example 2 (Manufacturing B2B): Industry Manufacturing + Job Function Operations/Supply Chain + Company Size 50-500.
Step 3: Adjust the bid multiplier.Base bid. 5, increase bid by +30% for users matching LinkedIn targeting, actual bid. 95. Not giving up ordinary traffic, but also offering more competitive prices to high-value users.
Step 4: Set up coverage.Do not set too many restrictions at the same time (3-4 dimensions are the upper limit); confirm that the number of people covered is more than 100, 000; test with 1-2 dimensions first, and then add more refined conditions after data is available.
Strategies for working with Google ads
Google Search (intent interception, large volume) + Microsoft + LinkedIn targeting (accurate customer acquisition, lower cost than LinkedIn) + LinkedIn Ads (brand building, suitable for high-value ABM). Each of the three channels performs its own duties. Reference:What industries are Bing Ads suitable for: core differences with Google ad traffic characteristics
FAQ
CPCs for LinkedIn targeting will increase by 20-40%, but the increase in conversion rates usually covers this cost. Currently available mainly in the United States, Canada, the United Kingdom, Australia, and some European markets. No special application is required, normal accounts can be found in the ad group settings.
Summary
For the B2B global expansion team, LinkedIn Profile Targeting is the most underrated feature of Microsoft Advertising. If your B2B global expansion budget is currently all-in on Google, consider spending 20-30% to test the Microsoft Advertising + LinkedIn targeting combination to verify the difference in inquiry quality.
SeaSeek's advertising managed advertising teamFamiliarity with the complete functional system of Microsoft Advertising can help you quickly build a Google + Bing collaborative B2B global expansion portfolio. welcomeBook a free strategy consultation.
