Matched Audiences is a targeting capability that allows you to reach people who are visiting your website or people and companies from your database. This video covers the different targeting options that fit within the Matched Audiences targeting capabil
- [Narrator] Let's explore a custom targeting option available on LinkedIn called Matched Audiences. Matched audience is a targeting capability that allows you to reach people who are visiting your website where people or companies form your database. In Campaign Manager on the targeting screen, at the top, you'll see the option for matched audiences. Click Select next to use matched audiences, and let's first take a look at website retargeting. Click Create an audience to retarget and give your website segment a name. For example, Blog pages.
Next, you can define the specific webpages you want to use as the basis of your retargeting, like your homepage or your contact us pages. This will allow you target people who visited your website on LinkedIn. Now, let's close out and take a look at a second type of matched audience called account targeting. This is a great option if you know which companies you want to target. Click on Create an audience under target account list. You can now upload a csv list of up to 30,000 companies and match those against companies on LinkedIn to reach influencers and decision makers at those companies.
Account targeting is ideal if you're running an account-based marketing program focused on reaching a target account as opposed to specific people in those accounts. Now, let's close out and take a look at the last targeting option available for matched audiences, and that's contact targeting using marketing automation integration. Under Tools, at the top, scroll down and click into Matched Audiences. Under Account list audiences, you'll find an option to connect to a marketing automation platform. Matched Audiences is an ideal advanced targeting strategy for always on campaigns.
In the exercise files, you'll find a getting started guide for Matched Audiences. Matched audience should rarely be used as a standalone strategy, but it is ideal companion for your other marketing campaigns.
- Posting organic content
- Creating a Company Page
- Using Campaign Manager
- Setting up an advertiser account
- Pursuing content marketing
- Getting started with Sponsored Content
- Setting up a Text Ads campaign
- Using Sponsored InMail
- Targeting audiences on LinkedIn
- Making bids, budgets, and schedules
- Setting up billing, payments, and coupon codes
- Reporting and measuring conversions