Matched Audiences – Custom Targeting for LinkedIn Ads

Back in April 2017, LinkedIn launched a new advertising feature known as Matched Audiences, instantly changing the world of email targeting and B2B marketing overnight. Frankly, if your company isn’t utilising the feature in 2019, it’s about time you started. Matched Audiences are LinkedIn’s answer to Facebook Custom Audiences.

Here’s all you need to know about the Matched Audience LinkedIn Ads platform, including how to utilise it in style.

Matched Audiences features is a programme that’s built into LinkedIn’s advertising portal and provides users with a range of targeting tools that can be utilised to reach members in a more effective manner through data-driven demographic advertising.

LinkedIn’s Matched Audiences tool promises to help retarget website visitors, market to contacts from customer databases and marketing automation platforms, and ultimately ensure that messages reach the decision makers in B2B clients.

This is something Facebook, Twitter, and Google Ads launched years earlier. However, the business nature of LinkedIn makes it a far more attractive prospect, especially as the connections you make will be driven from the data you’ve collected from previous interactions with those LinkedIn users.

Why Does Your Business Need It?

While LinkedIn’s email targeting tool was a little late to the party, anyone that has tried the alternatives of Facebook and Twitter will know that the B2B email lists boast very low match rates. This is because a lot of users on those social media sites do not sign up using their work email addresses. In fact, many sign up with email addresses that are dedicated for social media and junk, meaning they’ll never open the marketing communications you send.

Conversely, the very nature of LinkedIn means that users are likely to sign up with the appropriate email address. This instantly boosts your match rate, which can also increase your email open and click-through rates (CTRs). In turn, this maximises your return on investment (ROI) and return on effort (ROE) in one fell swoop.

How Does Matched Audiences Work?

Matched Audiences focuses on building individual target groups based on various metrics. The data can additionally be shared across your company’s ads accounts while the monitoring features allow you to easily view the current status of each audience.

Audience targeting is achieved in one of three ways:

  • Website targeting – Define audiences based on the pages they visited on your site.
  • Contact targeting – Create audience lists based on your email address lists or connecting your contact management platform.
  • Account targeting – Utilised LinkedIn’s data to run account-based marketing (ABM) campaigns.

The powerful tool enables you to group existing contacts together or combine the traits of your ideal customer with LinkedIn’s user data to target new professionals that are most similar to the existing clients.

Data Source 1 Matched Audiences LinkedIn Ads

How To Make The Most Of Matched Audiences To Generate Leads & Sales

LinkedIn’s Matches Audiences tool has the potential to achieve great results for your future marketing campaigns, but only when you employ the right strategies. The best way to get it right is to consider the three main targeting tools separately:

How To Use Website Targeting

Most first-time visitors to your website aren’t ready to purchase, which is why guiding them on the path to conversion is one of the most significant parts of running a successful digital marketing campaign. With website targeting, you can segment your audience depending on the pages they visit before building tailored ads and emails, which should lead to increased conversions.

To do this, you’ll want to follow the steps below:

  • Add a LinkedIn Insight Tag to your website domain.
  • Use the Create A Website Audience tool to define audiences based on the pages that they visit.

After doing this, you must wait for web users and people with LinkedIn accounts to visit the appropriate pages on your site. As this happens, Matched Audiences will collect the data and (once the audience size surpasses 300) the email campaign you’ve created can be automatically launched by clicking Launch from the panel.

How To Use Contact Targeting

Contact targeting focuses on reaching decision makers. In fact, you can target up to 300,000 companies in a campaign. The targeting allows you to send ads exclusively to the companies you wish to work with and target and drive greater sales conversion rates by hitting the right people time and time again.

To do this, you must:

  • Create a CSV file by using a one-column spreadsheet focused on company names on the platform.
  • Sign into the Campaign Manager and select Matched Audiences.
  • Use the Upload List feature from the Uploaded Audiences tab.

This allows you to automatically collate the info from your CSV file (of up to 20MB) before launching a campaign that reaches contacts that are connected to the companies you’ve listed.

How To Use Account Targeting

Account targeting is the most similar option to the ideas you may have seen on Facebook et al. However, the results will be far greater due to the features mentioned above. It allows you to build relevant audiences before delivering the best content for increased conversion rates.

To do this, you should follow these steps:

  • Upload your email list using a one-column spreadsheet.
  • Set up an integration, which automatically collects data from Eloqua, Marketo, and other platforms you’re using.

Once the Matched Audiences platform is populated with the necessary data, you can separate audiences and run the desired email campaigns based on various metrics including location, industry type, etc. This will allow you to ensure that each person in your contact list receives relevant ads only.

The Final Word

LinkedIn’s Matched Audiences tool is undoubtedly one of the most powerful on the market while the layout and metric tracking features are user-friendly too. When used well, it can take the success of your email marketing endeavours to a whole new level, especially when the content of the emails themselves is of the desired standard. To learn more about LinkedIn Ads, Check our blog post How to Set up LinkedIn Ads Campaigns

If you still need help understanding the platform or require a team of professionals to manage your audience matching techniques for optimum results, give a call today.

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