Matched audiences-getting-started-v01.13
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- Matched Audiences allows advertisers to target website visitors, contacts, and accounts on LinkedIn. - Website retargeting involves adding a LinkedIn Insight Tag to track visitors and create audience segments. Contact targeting uses uploaded email lists or integrated data. Account targeting uses uploaded company name lists. - Setting up the audiences involves naming and defining the lists, then selecting them in campaign targeting. Campaigns will launch once a minimum audience size is reached.
Matched audiences-getting-started-v01.13
- 1. Getting Started with LinkedIn Matched Audiences
- 2. What’s in this guide? 1. Overview of Matched Audiences 2. Instructions for early access to Matched Audiences 2 3. Step-by-step guide to setup Matched Audiences • Website Retargeting • Contact Targeting using email list upload • Contact Targeting using data integrations • Account Targeting
- 3. 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 3 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
- 4. Manage your matched audiences from a single dashboard in Campaign Manager 4 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.
- 6. 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 site Instructions / FAQ Video: Generating a LinkedIn Insight Tag 1 Only add one tag per website domain Make sure all your domains are listed on the Insight Tag menu or the retargeting segment may not work correctly. 2 Give the tag some time to build While the tag may take up to 30 days to build your audience, you can set up your website targeting segments right away. 3 1 STEP 6
- 7. 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 7
- 8. 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 1 2 3 Complete setup steps and activate your campaign 4 Your campaign can begin delivering once your audience segment reaches 300 members 2 STEP 8
- 9. 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 9
- 10. 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 10
- 11. 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. 11
- 12. You may skip this step if you already have an Insight Tag. 12
- 13. 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. 13
- 14. Let your audience build 3 STEP 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… 14
- 15. 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.” 15
- 16. Once you’ve finished setting up your campaign, you can access your retargeting audiences under Tools in the top navigation menu. 16
- 17. 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
- 18. SETUP WALKTHROUGH Granting access to an Insight Tag if you already have an Insight Tag on your domain 18
- 19. By permissioning your insight tag, you and your teammates can use the same Insight Tag for conversion tracking, retargeting, and more. 19
- 20. Begin by hovering over the Tools menu, then selecting Insight Tag. 20
- 21. On your Insight Tag screen, click on Manage permissions. 21
- 22. 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 22
- 23. 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. 23
- 24. SETUP WALKTHROUGH Contact Targeting Using Email List Upload 24
- 25. 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. 25
- 26. 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”
- 27. 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. 27
- 28. 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. 28
- 29. 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. 29
- 30. SETUP WALKTHROUGH Contact Targeting Using Data Integrations 30
- 31. 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. 31
- 32. This will bring up a pop-up window. Please read and agree to the LinkedIn program terms, then click Next. 32
- 33. Link the API keys to your contact management platform (Marketo, Eloqua, or LiveRamp). Then click Next. 33
- 34. 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
- 36. 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. 36
- 37. 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”
- 38. 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. 38
- 39. 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. 39
- 40. 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. 40