LinkedIn is a fantastic social network if you need to target professionals — either to reach out to a B2B audience or when leading employer brand marketing campaigns — and their targeting capabilities just got a serious update, with Matched Audiences.
Following a six-month extensive pilot program, LinkidIn is introducing today (and rolling out this week) Matched Audiences, with the following features:
- Website Retargeting: create target audiences from your website visitors, reengage with them and nurture those most likely to drive revenue with always-on campaigns. This feature yielded a 30% increase in CTR and a 14% drop in post-click cost-per-conversion during LinkedIn’s pilot program.
- Account Targeting: upload a .CSV file listing company names and match that against LinkedIn’s Company Pages, in order to reach decision makers at your target companies. This feature yielded a 32% increase in post-click conversion rates and a 4.7% drop in post-click cost-per-conversion during LinkedIn’s pilot program.
- Contact Targeting: upload a CSV list of your existing clients & leads’ email addresses, through available integrations with Marketo, Eloqua or Liveramp, and engage with them via LinkedIn Sponsored InMail messages. This feature yielded a 37% increase in click rate (CTR) during LinkedIn’s pilot program.
To be very transparent, our team is super excited to see LinkedIn ads targeting capabilities get better, with Matched Audiences, given the fantastic yet merely untapped potential of the platform!