Getting Startedwith LinkedIn Matched Audiences

What’s in this guide?

1. Overview of Matched Audiences

2. Instructions for early access to Matched Audiences

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3. Step-by-step guide to setup Matched Audiences

• Website Retargeting

• Contact Targeting using email list upload

• Contact Targeting using data integrations

• Account Targeting

Reach decision makers at

your target accounts

Combine the power of

demographic targeting on

LinkedIn with your target

account list

Re-engage your

website visitors

Use one tag for

website retargeting

and conversion tracking

Website Retargeting Account Targeting

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Market to your prospects and

contacts on LinkedIn

Connect to your contact

management platform(s) or

upload a list of

email addresses

Email Contact Targeting

Matched Audiences

Introducing a new way to reach audiences that matter most to your business on LinkedIn

Manage your matched audiences from a single dashboard

in Campaign Manager

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Retarget your website visitors,

connect to your contact

management platforms, or

upload your account and

contact lists to reach

audiences that

matter most to your business.

SETUP WALKTHROUGH

Website Retargeting

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Adding a LinkedIn

Insight Tag

IMPORTANT:

Skip this step if you already have

an insight tag on your page

Add a lightweight javascript code

to your siteInstructions / FAQ

Video: Generating a LinkedIn Insight Tag

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Only add one tag per website domainMake sure all your domains are listed on the Insight Tag

menu or the retargeting segment may not work correctly.

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Give the tag some time to buildWhile the tag may take up to 30 days to build your

audience, you can set up your website targeting

segments right away.

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1STEP

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Copy + paste the Insight Tag code into your site’s

global footer, or email the instructions to your web team.

if you already have a

LinkedIn tag on your site

If adding the tag to your global website

footer is not possible, tag the page(s)

you want to use for website retargeting

While website retargeting

may work with an image pixel,

javascript tag is recommended

IMPORTANT: SKIP THIS STEP

WORKAROUND FOR GLOBAL TAG

IMAGE PIXEL SUPPORT

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Creating website

retargeting audience

segments

Once your account is set up, navigate

through the campaign creation flow until

you reach the targeting page

Click on Create an audience to retarget

Define the web URLs that will make up

your website retargeting segments

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3

Complete setup steps and activate

your campaign

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Your campaign can begin delivering once your audience

segment reaches 300 members

2STEP

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Once you arrive on the targeting page, click on Create an audience to retarget.

User must have “Account manager”

or “Campaign manager” access to

access website retargeting

ACCESS TO CREATE AUDIENCES

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Name your audience segment and add the specific web page URLs

you’d like to use in your retargeting audience.

Only you and admins managing your

campaign will see the audience name

The URLs must belong to a domain

you entered in your Insight Tag

You can always come back and add

additional URLs to your audience segment

SEGMENT NAME

ADD THE WEBSITE URL

ADDING MORE URLS

Multiple URLs in one segment are “OR”

example: “acme.com/products” OR

“acme.com/services”

“OR” RELATIONSHIP BETWEEN URLS

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You will have 3 different website URL options when setting up your website retargeting audience segment.

“Starts with” – Select this option to

include any page whose URL starts with

these characters.

“Exact” – Select this option to target

pages whose URL matches these

characters in their entirety.

“Contains” – Use this only on pages

whose URL contains these characters.

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You may skip this step if you already have an Insight Tag.

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Add your segments to your campaign, save your campaign as draft

or move forward with next campaign steps.

NOTE: You can launch your campaign and it will go live as soon as the audience is large enough.

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Let your

audience build

3STEP

Once you’ve finished setting up your audience,

click “Done” to proceed.

You can proceed with setting your campaign live or save your

campaign as a draft until the audience builds up.

If you set your campaign live, it can begin delivering

as soon as your segment reaches 300 people.

We need sometime to build your audience…

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Helpful tips to keep in mind

Audiences will not be matched unless the Insight Tag is correctly installed. Please

make sure that the Insight Tag appears as Verified before building your audiences.

Provided that you have enough traffic across your website segments, your audience

may take up to 48 hours to build.

At least 300 members must be matched first before the campaign can begin serving

impressions to your website visitors.

Once at least 300 members are matched, the campaign will launch automatically

if you activated your campaign by clicking “Launch.”

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Once you’ve finished setting up your campaign, you can access your retargeting audiences

under Tools in the top navigation menu.

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Clicking Edit will allow you to edit details on any retargeting audiences you’ve created.

You can add any additional URLs if needed here (please note that it will take up to 48 hours to add any

additional audiences). 17

SETUP WALKTHROUGH

Granting access to

an Insight Tagif you already have an Insight Tag on your domain

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By permissioning your insight tag, you and your teammates can use

the same Insight Tag for conversion tracking, retargeting, and more.

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Begin by hovering over the Tools menu, then selecting Insight Tag.

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On your Insight Tag screen, click on Manage permissions.

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Here you can see accounts that have access to your Insight Tag.

Click on Add another account if you wish to add another account to your tag.

ACCESS TYPE

Customize the level of tag access you’d like

to grant to other LinkedIn ads accounts.

Watch our video about Insight Tag Permissioning:

http://bit.ly/lms-permissioning-insight-tags

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To grant another account access to the tag, enter its ad account URL then

choose an Access type. Click Add account when you are done.

ACCESS TYPE

Full use access: Can track conversions

using the domains on the Insight Tag.

Can also grant or remove access to the tag.

Use-only access: Can track conversions

using the tag, but can’t grant or remove

access to the tag.

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SETUP WALKTHROUGH

Contact Targeting

Using Email List Upload

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Start by accessing Matched Audiences from the Tools menu on your top navigation bar.

Once you’re in the Account list audiences menu, click on Create an audience.

Remember, Matched Audiences lists are

stored at the Account Level. This means

that multiple campaigns within the same

account can use the same list.

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Choose Match based on a list of email contacts and upload a CSV file with email addresses under one

column. Remember to limit to one list per file. We recommend 10,000 contacts or more (maximum

300,000). 26

Label the header row “email”

Finish setting up your targeting and launch your campaign.

Once you launch your campaign and LinkedIn matches at least 300 members, your campaign can begin delivering.

(Please note that it may take up to 48 hours or more to match enough email contacts.)

You may include

or exclude a

contact list. Don’t forget to launch your campaign!

Impressions will begin delivering only after

LinkedIn matches enough members.

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Contact lists you’ve created will appear under the Account list audiences tab.

In this tab, you can view or add additional account and contact lists.

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Contact Targeting: A few things to remember

Use a CSV file format using only email

addresses in the first column.

• Check spelling to ensure the matching process

is as fast as possible.

• Remove all formatting for optimal match rates.

• Ensure the first row says: email

Avoid hyper-targeting; it could limit scale and

delivery of your campaign. This includes:

• Uploading too small a list of contacts (we

recommend at least 10,000 email contacts), or

• Layering too many targeting criteria in addition

to the account list.

Target influencers or decision makers

for optimal response rates.Larger lists will likely have better match rates.

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SETUP WALKTHROUGH

Contact Targeting

Using Data Integrations

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Start by accessing Matched Audiences from the Tools menu on your top navigation bar.

Once you’re in the Account list audiences menu, click on Connect to marketing automation.

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This will bring up a pop-up window.

Please read and agree to the LinkedIn program terms, then click Next.

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Link the API keys to your contact management platform (Marketo, Eloqua, or LiveRamp).

Then click Next.

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Once you’ve linked the API keys on your marketing automation platform, your lists

will automatically populate on your Account list audiences menu

within 24 hours.34

SETUP WALKTHROUGH

Account Targeting

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Start by accessing Matched Audiences from the Tools menu on your top navigation bar.

Once you’re in the Account list audiences menu, click on Create an audience.

Remember, Matched Audiences lists are

stored at Account Level. This means

that multiple campaigns within the same

account can use the same list.

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Choose Match based on a list of accounts and upload a CSV file with company names under one

column. Remember to limit to one list per file. We recommend 1,000 companies or more (maximum

300,000). 37

Label the header row

“companyname”

Finish setting up your targeting and launch your campaign.

Once you launch your campaign and LinkedIn matches at least 300 members, your campaign can begin delivering.

(Please note that it may take up to 48 hours or more to match enough members.)

You may include

or exclude an

account list. Don’t forget to launch your campaign!

Impressions will begin delivering only after

LinkedIn matches enough members.

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Account lists you’ve created will appear under the Account list audiences tab.

In this tab, you can view or add additional account and contact lists.

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Account Targeting: A few things to remember

Use a CSV file format using only company

names in the first column.

• Check spelling to ensure the matching process

is as fast as possible.

• Avoid using special characters, URLs.

• Remove all formatting for optimal match rates.

• Ensure the first row says: companyname

Avoid hyper-targeting; it could limit scale and

delivery of your campaign. This includes:

• Uploading too small a list of companies (we

recommend at least 1,000 companies), or

• Layering too many targeting criteria in addition

to the account list.

Target influencers or decision makers

for optimal response rates.Larger lists will likely have better match rates.

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