Ads on Bing will now be able to use data from LinkedIn » Portal Insights

Microsoft recently announced that it will make ads available on Bing, the company's search platform, using data from users registered on Linkedin. The social network for professional contacts was acquired by the technology giant in 2016 and had been undergoing some reformulation processes since then.

In general, the change does not represent major differences in the way digital marketing analyzed its audiences. On Facebook, for example, until June 2018 it was possible to use Serasa data to segment audiences.

What Bing Ads will do, then, is adapt this type of segmentation, using career, company and market sector as more efficient personalization factors, as this is more updated and reliable data.

For companies that are advertising on the internet, this is another opportunity to improve their conversion rates with content targeted at specific target audiences, and opens up space to explore how these metrics will be affected on the platform, which competes directly with Google.

While companies that use the search giant focus on the large volume of users, Microsoft's strategy will be focused on more targeted ads.

“This is an incredible opportunity for B2B ad businesses in particular,” said Janel Laravie of Chacka Marketing.

The results of these campaigns will take time to come out as companies gather data on their strategies and content, but this could be an opportunity to experiment with segmentations aimed at more closed audiences, seeking a better understanding of target audiences' behaviors through these tests.

The trend for the future is for more and more ads on Bing to use services purchased by Microsoft to personalize the user experience. Linkedin was an important step to compete with Google, and now it's time to prepare the ads and find out which campaign brings the most conversions. It is important to always stay up to date and not forget the law of low click conversion.

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