Earlier this year, LinkedIn announced a new feature being
launched, called Matched Audiences, that would help business owners narrow down
their targeting immensely.
Matched Audiences began rolling out new categories for
targeting including:
- Website Retargeting
- Account Targeting
- Contact Targeting
Senior product manager Eva Chau said that Matched Audiences is
now available for all LinkedIn advertising products including Sponsored
Content, Sponsored InMail and other native ad formats.
With the addition of these powerful retargeting options,
LinkedIn stepped up their advertising game to play alongside one of their
competitors, Facebook.
Website Retargeting
With Website Retargeting, you can target your website
visitors with LinkedIn ad campaigns.
Just like with Facebook website retargeting ads, this does require you to add in
additional tracking code to your web pages, such as your homepage or contact us
page.
With this option, you can create audiences based on the
pages they visit on your website and recapture your visitors’ interest with relevant
content.
Account Targeting
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 (ABM) programs by
reaching decision makers at your target companies.
When using Account Targeting, you can include filters for
Company Industry or Company Size in order to segment your account list.
Contact Targeting
The last new targeting option from LinkedIn, Contact
Targeting, allows you to build a customized audience by connecting your contact
management platform or securely uploading a list of email addresses.
Facebook also offers an option like this, in which they
match Facebook profiles to emails on your existing list.
This is very powerful when you’re planning a new product
release or want existing customers to be exposed to your message.
Boosting Your
LinkedIn Ads with Matched Audiences
These latest targeting options aren’t just for show.
According to Chau, a Matched Audiences pilot program, which
lasted over six months with more than 370 participating advertisers and over
2,000 active campaigns, resulted in:
- Website Retargeting yielded a 30% increase in click-through
rates (CTRs) and a 14% drop in post click per cost conversion.
- Account Targeting resulted in a 32% increase in post click
conversion rates and a 4.7% drop in post click per cost conversion.
- Contact Targeting increased CTRs by 37%.
Pretty impressive results. If your business is not currently
utilizing LinkedIn or you would like more sales leads for your business, call Sales & Marketing Technologies at
(407) 682-2222 for a free lead generation strategy session.