LinkedIn Just Sharpened Its Ad Targeting Offerings With Matched Audiences

Brands can now zero in on Website Retargeting, Account Targeting and Contact Targeting

LinkedIn Monday announced the launch of Matched Audiences, a new set of targeting capabilities enabling brands to zero in on the following three categories: Website Retargeting, Account Targeting and Contact Targeting.

Senior product manager Eva Chau said in a blog post that Matched Audiences will begin rolling out this week for all LinkedIn advertising products including Sponsored Content, Sponsored InMail and other native ad formats.

Chau detailed how Matched Audiences work in her blog post:

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. Matched Audiences helps increase return on investment by enabling you to focus your efforts on the audiences and accounts that are most likely to drive revenue.

Website Retargeting (pictured above) lets you create target audiences from your website visitors to nurture them with always-on campaigns.

With Account Targeting, you can securely upload a CSV list of company names and match that against the nearly 12 million company pages on LinkedIn. This lets you support your account-based marketing programs by reaching decision makers at your target companies.


Through Contact Targeting, you can securely upload a CSV list of email addresses or connect directly to Marketo, Eloqua or LiveRamp platforms to import lists of contacts. These are the beginning of our integration efforts, and we are exploring integrations with additional platforms to create even more flexibility for our clients.

Finally, Chau wrote that LinkedIn conducted a Matched Audiences pilot program over the past six months with more than 370 participating advertisers and over 2,000 active campaigns, and results included:

  • Website Retargeting yielded a 30 percent increase in click-through rates and a 14 percent drop in post click per cost conversion.
  • Account Targeting resulted in a 32 percent increase in post click conversion rates and a 4.7 drop in post click per cost conversion.
  • Contact Targeting upped CTRs by 37 percent.

Image on homepage courtesy of triloks/iStock. David Cohen is editor of Adweek's Social Pro Daily.