LinkedIn enables enhanced targeting for advertisers
With more than 90 million members, 32 million of which are based in the U.S., LinkedIn has been popular with advertisers since the launch of its beta ad product a couple of years ago.
This week, the business-based social network has increased the level of targeting available to advertisers. Whereas targeting could previously be done by age, gender, location, industry and other general information, more detailed information is now available in the form of job title, employer name and LinkedIn groups.
According to the company’s announcement, advertisers involved in the beta-test of the new targeting options have experienced click-through rates three to four times higher than other campaigns on the site.
LinkedIn generates about one-third of its revenue from advertising from companies such as HP and American Express, with the remainder coming from subscription services and recruiting tools.