This week on Monday, a set of new targeting capabilities for advertisers called ‘Matched Audiences,’ that helps to reach target audiences and accounts that are most likely to drive you revenue throughout the customer lifecycle, using tools such as: website retargeting, account targeting, and contact targeting—is launched.
LinkedIn also notes, that is has 500 million members from 200 countries.
Matched Audiences is now available to all advertising products including LinkedIn Sponsored Content, LinkedIn Sponsored InMail, and other ad formats.
With Matched Audiences, “you can use LinkedIn to retarget your website visitors, market to your contacts from your customer databases and marketing automation platforms, and reach decision makers at target companies for your account-based marketing programs,” writes Eva Chau.
Here is how Matched Audiences helps you:
Website Retargeting lets you re-engage audiences who have visited your website on LinkedIn, to nurture them with always-on campaigns. To get started you need to install the LinkedIn insight tag to your website.
Account Targeting lets you securely upload a CSV list of target company names and match them against nearly 12 million company pages on LinkedIn. “This lets you support your account-based marketing programs by reaching decision makers at your target companies,” says Chau.
Contact Targeting allows you to engage with targets, as you can upload a list of up to 30,000 email addresses from your owned database, or you can import lists of contacts by connecting directly LinkedIn CRM platform partners (Marketo, Oracle Eloqua or LiveRamp).
LinkedIn said, a six month pilot test of the program with over 370 advertisers and 2,000+ active campaigns, delivered high ROI and lower costs. On average advertiser in the pilot program saw:
- “30% increase in CTR and 14% drop in post-click cost-per-conversion with Website Retargeting,
- 32% increase in post-click conversion rates and 4.7% drop in post-click cost-per-conversion with Account Targeting, and
- 37% increase in click rate (CTR) with Contact Targeting,” Chau said.
Matched Audiences will be rolling out this week.