Professional network LinkedIn’s new product will allow users to create targeted ads and content related to members’ professional interests.

LinkedIn’s new interest targeting tool

in its Campaign Manager lets marketers reach members with relevant ads based on the content members share and engage with on the site.

With more than 200 professional interest categories, such as AI and customer experience, interest targeting will

allow marketers to fine tune their campaigns and reach a wider audience

.

The new feature

allows users to create a campaign with sponsored content ads, targeting members who have expressed or are likely to express an interest in the content that’s relevant to their business. It also allows marketers to use a combination of degrees and interests to reach the audience who would be a natural fit for higher education programs.

Matt Campbell, multi channel marketing specialist, at software business SAS Institute, said: “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.”