LinkedIn's New Targeting Options Help You Zero in on Audiences

October 3, 2017

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.

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