How to Use LinkedIn Data in Microsoft Ads – a Checklist

Integrating LinkedIn data with Microsoft Ads unlocks powerful opportunities for businesses looking to run highly targeted B2B campaigns. This detailed checklist will guide you through the process of using LinkedIn data in Microsoft Ads, highlight the benefits, and provide step-by-step implementation guidance.

Benefits of Using LinkedIn Data in Microsoft Ads

1. Precise Audience Targeting
   • Filter audiences by industry, company, job title, or seniority level.
   • Ideal for B2B campaigns to reach key decision-makers directly.
2. Higher ROI Through Increased Relevance
   • Combining LinkedIn data with Microsoft Ads placements leads to higher click-through rates (CTR) and improved ROI due to more relevant ads.
3. Expanded Reach Across Microsoft Networks
   • Your LinkedIn-based audiences can be targeted across Bing, Outlook, MSN, and other Microsoft properties.
4. Cost Efficiency
   • By targeting precisely, you minimise wasted ad spend and reduce your cost-per-click (CPC).
5. Unified B2B Strategy
   • LinkedIn is the world’s leading professional network, and Microsoft Ads allows you to leverage this data seamlessly in your B2B marketing strategy.

Step-by-Step Guide to Using LinkedIn Data in Microsoft Ads

1. Check the Requirements

• Ensure that your business:
  • Has a Microsoft Ads account.
  • Has linked a LinkedIn company profile.
  • Has clearly defined campaign objectives (e.g. lead generation, website traffic, conversions).

2. Connect Your LinkedIn Company Profile

• In your Microsoft Ads account:
  • Navigate to Account Settings.
  • Click on Linked Accounts > LinkedIn Accounts.
• Link your LinkedIn company account:
  • Select the relevant LinkedIn company page.
  • Grant the necessary permissions (ensure only authorised users can access this).

3. Create Your Target Audiences

• Available LinkedIn targeting options:
  • Industry (e.g. technology, healthcare).
  • Company size (SMEs, mid-sized businesses, large enterprises).
  • Job title (e.g. Marketing Manager, IT Consultant).
  • Seniority level (e.g. C-suite, entry-level).
• How to create a LinkedIn-based audience:
  • Go to Library > Shared Audiences in Microsoft Ads.
  • Click Create New Audience.
  • Select audience criteria based on LinkedIn data (industry, job title, etc.).

4. Set Up a Campaign and Assign the Audience

• Create a new campaign:
  • Select a goal (e.g. website traffic, lead generation).
  • Choose a campaign type (Search or Audience Ads).
• Assign the LinkedIn audience:
  • Go to the Audience section.
  • Select the LinkedIn-based audience you created earlier.
  • Apply bid adjustments (e.g. increase bids by 20% for C-level executives).

5. Optimise Ad Creatives for B2B Audiences

• Ensure your messaging resonates with professionals:
  • Address industry-specific challenges and needs.
  • Use relevant language and strong CTAs.
• Examples of LinkedIn-driven messaging:
  • “Innovative solutions for IT managers in mid-sized businesses.”
  • “Take your career in the tech industry to the next level with our tools!”

6. Monitor Performance and Optimise

• Track user behaviour and engagement:
  • Use Microsoft Ads reports to evaluate campaign performance.
• Key performance indicators (KPIs) to watch:
  • Click-through rate (CTR): Indicates relevance of your ads.
  • Conversion rate: Measures campaign effectiveness.
  • CPC: Helps control ad costs.
• A/B testing:
  • Experiment with different ad creatives and messaging for better engagement.

7. Advanced LinkedIn Data Strategies

• Remarketing:
  • Build lists of visitors based on LinkedIn data for retargeting campaigns.
• Account-based Marketing (ABM):
  • Focus your ads on specific companies or key decision-makers.
• Lookalike Audiences:
  • Use LinkedIn data to reach similar prospects based on high-performing audiences.

Tips for Maximising LinkedIn Data in Microsoft Ads

1. Leverage LinkedIn industry insights:
   • Use LinkedIn reports to identify trends and content that resonates with your audience.
2. Use creative ad formats:
   • Take advantage of Microsoft Audience Ads to enhance engagement with visual content.
3. Combine with CRM data:
   • Integrate LinkedIn audience data with your CRM to deliver hyper-personalised campaigns.

Final Thoughts

Using LinkedIn data in Microsoft Ads is a game-changer for B2B advertisers. By leveraging professional audience insights, businesses can increase ad relevance, improve engagement, and drive higher conversions. With precise targeting and enhanced analytics, this integration is a must-have for any B2B marketing strategy.

Are you ready to take advantage of LinkedIn data in Microsoft Ads? Use this checklist and start optimising your B2B campaigns today!