Introducing LinkedIn Matched Audiences
Three new targeting tools to connect with your audiences on LinkedIn
April 24, 2017
For today’s marketer, ROI means everything. They are constantly on the hook to drive business results by engaging the right audiences at the right stage throughout the entire customer lifecycle.
That’s why we’re excited to announce this week’s launch of Matched Audiences, a set of targeting capabilities that gives you the unique ability to combine LinkedIn’s powerful professional data with your own first-party data. Matched Audiences helps you engage key accounts, prospects, and audiences that matter most to your business with three new capabilities: Website Retargeting, Account Targeting, and Contact Targeting.
With Matched Audiences you can use LinkedIn to retarget your website visitors, market to your contacts from your customer databases and marketing automation platforms, and reach decision makers at target companies for your account-based marketing programs. Matched Audiences helps increase ROI by enabling you to focus your efforts on the audiences and accounts that are most likely to drive revenue.
Matched Audiences is available for all LinkedIn advertising products, including LinkedIn Sponsored Content, LinkedIn Sponsored InMail, and other ad formats.
Here is a closer look at how you can get started:
Website Retargeting: Re-engage your website visitors
Website Retargeting lets you create target audiences from your website visitors to nurture them with always-on campaigns.
"Retargeting through LinkedIn has allowed us to capitalize on our past site visitors through Sponsored Content, acquiring leads at a cost much lower than on other retargeting platforms." — J.P. Rastrullo, SugarCRM
Account Targeting: Market to influencers and decision makers at your target accounts
With Account Targeting, you can securely upload a CSV list of company names and match that against the nearly 12 million company pages on LinkedIn. This lets you support your account-based marketing programs by reaching decision makers at your target companies.
"Using LinkedIn’s Matched Audiences features has allowed us to better align our PPC campaigns with sales by focusing on an account centric strategy vs a lead centric one. The results we see through these campaigns greatly enables sales to open doors & deepen engagement at target accounts." — Ryan Kelly, Nanigans
Contact Targeting: Engage prospects and contacts on LinkedIn
Through Contact Targeting, you can securely upload a CSV list of email addresses or connect directly to Marketo, Oracle Eloqua or LiveRamp platforms, to import lists of contacts. These platforms are the beginning of our integration efforts and we are exploring integrations with additional platforms to create even more flexibility for our clients.
Extensive pilot program delivered high ROI and lowered costs
Over the past six months, LinkedIn has run a successful pilot program for Matched Audiences with over 370 participating advertisers and 2,000+ active campaigns delivering above-average performance compared to product benchmarks. On average customers using Matched Audiences saw:
- 30% increase in CTR and a 14% drop in post-click cost-per-conversion with Website Retargeting,
- 32% increase in post-click conversion rates and 4.7% drop in post-click cost-per-conversion with Account Targeting, and
- 37% increase in click rate (CTR) with Contact Targeting
"LinkedIn Matched Audiences allows us to customize content for our Tableau customers based on the industries and topics most important to them. We have seen improvement in all key metrics compared to our traditional targeting in LinkedIn." — James Carroll, Tableau
Overall, Matched Audiences helps marketers close the gap to deliver true full-funnel marketing, leading to greater ROI. This new addition to the Marketing Solutions family allows you to reach your target audiences throughout the entire customer lifecycle — from awareness to lead generation to customer retention and win-back.
Matched Audiences will be rolling out this week. Learn more about how to use it for your own marketing efforts.