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What are LinkedIn matched audiences?
A matched audience list is simply a list of contacts or companies. These can be existing customers to retarget, potential leads or audience blacklists.
How can you leverage matched audiences?
There are a few ways to do so:
Uploading a matched audience list allows you to retarget your customers. The objective could be to:
- Maintain brand awareness
- Cross or upsell your products/ services
- Reach potential customers who dropped out of your website
What’s unique about LinkedIn Ads is that it allows for company targeting.
This method is particularly useful for specific industries where their potential audiences are extremely niche. Or perhaps you would only like to reach out to bigger brands.
Whatever the reason, the ability to target specific companies surely allows a more accurate reach. This potentially reduces your overall cost per acquisition.
Contact targeting allows you to reach specific audiences as long as you have the following information:
- Personal and professional email addresses
- First and last names or
- Google/ Apple Mobile IDs
Contact targeting allows you to reach specific people such as C-level executives, decision-makers or business owners for example.
By adding a customer list, you can reach out to people who behave similarly to your existing customers.
What does this mean?
Basically you’ll be able to reach potential customers potentially reducing your cost per conversion.
Simply put, these are the audiences that you want to exclude from your campaign.
A possible reason could be that you do not want to serve existing customers an ad that would be meaningless to them (since they are your existing customers).
Tailoring your audiences with Linkedin matched audiences would help your campaign for sure. However, there is no guarantee of reducing your cost per conversion action for sure.
Ultimately, you would have to look at a wide range of factors such as your ad creative, landing page and product/ service.
How do you upload a matched audience list to LinkedIn Ads?
Step 1: Sign in to the LinkedIn Campaign Manager
Step 2: Select the correct account
Step 3: Click on ‘Account Assets’ > ‘Matched Audiences’
‘Account Assets’ can be found in on the header (top left).
Step 4: Click on ‘Create Audience’ > ‘Upload a list: Company/ Contact’
‘Create Audience’ can be found on the top-right under the header.
Step 5: Upload your audience
You’ll have to upload the LinkedIn matched audience list via a CSV file provided by LinkedIn on the same page.
Note that it usually takes up to 2 days (48 hours) for the list to process. Thereafter, LinkedIn would require an additional 24 hours to start ad delivery.
And you’re done! 🙂
Have more questions regarding LinkedIn Ads?
Our team of digital strategists have at least 5 years of experience running LinkedIn campaigns.