LinkedIn Ads, LinkedIn Matched Audiences, PPC, PPC News, Social

Quick Guide to LinkedIn Matched Audiences

LinkedIn announced a powerful new feature called Matched Audiences, which includes three new targeting tools that let you combine LinkedIn’s professional data with your own first-party data. Now you can target website visitors, contacts, and specific accounts on LinkedIn.

LinkedIn Matched Audiences positively impacts ROI by focusing efforts on the people and accounts that are most likely to drive revenue for you. Here’s a look at the targeting tools and how to use each one.

Website Retargeting

This feature helps you market to LinkedIn members who have visited your website. Not only will you be able to tailor your ad content with more relevant messaging, but you can also better guide potential customers through the funnel.

Get started by adding a LinkedIn Insight Tag, a lightweight JavaScript tag that manages conversion tracking, retargeting, and web analytics for LinkedIn ad campaigns, and watch your audience list grow as more LinkedIn members visit your site.

Contact Targeting

Use this tool to build a custom audience by uploading your email lists or connecting to your CRM. From there, you can create messaging specific to this audience, and re-engage with churned customers.

Account Targeting

Get your message in front of decision makers at your target accounts with this feature. Upload a list of your target companies, then use LinkedIn’s data to run an account-based marketing campaign. You can target by professional demographics to make sure you’re reaching the people with buying power in the accounts with the most prospects.

LinkedIn says during its six-month Matched Audiences pilot program, on average, customers saw a 30% or more increase in CTR when Website Retargeting, Contact Targeting, or Account Targeting were used. Ready to try it out for yourself?

Steps To Get Started with LinkedIn Matched Audiences

To match LinkedIn’s robust professional data, you’ll need to provide your own third-party data. In this example, we’ve chosen to create an accounts-based list based off our This Week in Ad Tech audience information.

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Step #1 

Within Campaign Manager in LinkedIn, navigate to “Tools” in the upper right hand corner and select Matched Audiences.

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Step #2

Navigate to the “Uploaded list audiences tab.”

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Then click on “Upload a list.”

Step #3

Once the audience list is exported as a CSV file, navigate back to LinkedIn’s Campaign Manager where you’ll be asked to name your audience and verify if the list contains accounts or contacts. In this example, we compiled an contact-based list from our newsletter audience.

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

Step #4

Again, our example here is contact-based. From there, you’ll click “Upload file” to upload your list as you prepare to run your campaign.

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io

 

Step #5

You’ll have to be patient once your list is uploaded. LinkedIn says currently, your list may take up to 48 hours to match and become available for targeting.

 

 

Quick Guide to LinkedIn’s Matched Audiences via blog.adstage.io LinkedIn Matched Audience Email Match Rates

 

 

You can follow the progress of matching to anticipate and prepare for the start of your campaign.

As a LinkedIn Certified Marketing Partner, it’s no secret AdStage loves the advertising capabilities this platform provides. Check out the 10 Stats You Need To Know About B2B Marketing on LinkedIn we shared a few months ago. Like the fact that 80% of B2B leads come from LinkedIn!

LinkedIn Matched Audiences is rolling out, so keep checking your Campaign Monitor for access. Be sure to check out our LinkedIn Advertising Suite if you'e looking to drive more leads.

Breanna Lambert

Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.