LinkedIn has announced the launch of three new additions to their Marketing Solutions family; allowing advertisers to reach target audiences throughout the entire customer lifecycle from awareness to generating repeat customers. This will be available for all advertising products on the platform, including Sponsored Content, Sponsored InMail and other ad formats. The features; named under the umbrella term of Matched Audiences; include three new targeting tools allowing businesses to combine LinkedIn’s professional data with your own data. Matched Audiences can help with engaging with key accounts, prospects, and audiences that matter most to the business. In addition, the features can positively impact ROI by focusing efforts on the people and accounts that are most likely to drive revenue. Here’s a closer look at the targeting tools and how they can benefit you.
The Website Retargeting feature allows you to create target audiences from your website visitors. You can combine multiple URLs or URL fragments to retarget against. This ensures that anyone who visits your site, or a certain page on your site, will be shown a specific ad. For example, you may want to show one general ad to people who visit your home page, whilst seeding a tailored ad to those who visit a specific product page, and maybe even an additional ad for those who checked out your contact page.
Website Retargeting will be ideal for always-on campaigns and will also ensure that you maintain contact with specific audiences. However one consideration to bear in mind is that website retargeting ads will not run until at least 300 people with LinkedIn accounts have visited the specified pages on the advertiser’s site.
The key benefits of Website Retargeting is the opportunity to segment website visitors and create audiences based on the pages they have visited on your site. In addition, this allows for personalised and tailored ad content, which can lead to an increased number of conversions due to engagement with relevant ads.
The next feature, Contact Targeting, is similar to Facebook’s Custom Audiences. It allows an advertiser to upload a list of email addresses to target on LinkedIn. What makes this feature stand out on this platform is the higher ‘match rates’ than those achieved on other platforms. This can be attributed to the fact that people rarely register with their work email addresses on social platforms like Facebook and Instagram – with the exception of LinkedIn. On this platform people are much more likely to have both a personal and professional email address linked to the account.
Contact targeting is ideal for building a custom audience with a potential benefit being driving more conversions due to delivering relevant content to the audience.
Better than the rest?
The launch of LinkedIn’s Matched Audiences is a much welcomed feature to help advertisers reach out to and engage with their target audiences. Comparing the tools with similar targeting options on other social platforms though makes it seem fairly standard, but with the exception of a few things. Â What sets LinkedIn apart from other channels is the content. Advertisers won’t be competing to place ads between cat videos or the newest hair trends. Simply ads will be shown between professional content. Thus, LinkedIn increases the chances of catching the target audience in ‘work mode’, which is ideal when trying to reach decision makers. Last but not least, the users of this social platform are more likely to have their work email addresses attached to their LinkedIn accounts rather than their accounts on other platforms, so reaching out to these individuals from a work perspective will be easier than on other channels.