What You Need to Know About LinkedIn Matched Targeting

Author: Carolyn Menz Category: B2B, B2C, E-commerce & Retail, Marketing, Nonprofit, Social Media & Digital Date: June 21, 2017

Last week we talked about Facebook targeting, did you know that LinkedIn also has several targeting options available? They’ve always offered targeting based upon industry, job title, seniority but this spring they announced three new options for targeting:

• Website Retargeting – Website retargeting allows you to target your website visitors. You install a LinkedIn pixel on your website and can then target those audiences on LinkedIn.
• Contact Targeting – You can upload a list of email addresses directly to LinkedIn and target those people.
• Account Targeting – You can upload a list of company names that you’d like to target on LinkedIn.

The first two options are pretty common and available on most social media platforms but the third is where things can get interesting for B2B marketers – the ability to target companies that you might not have direct contacts with.

The matched audiences can also be used in conjunction with the traditional targeting options (i.e. job title, job function, industry, location, seniority, age, or gender). For example, you might want to combine the account targeting with job titles to get only people who have a specific job title at your target companies. And, you can also do this in reverse… you can use the matched audiences to exclude audiences from targeting. For example, you could exclude people from ads whom you already have email addresses for or, better yet, perhaps you exclude them from one campaign and target them with a more tailored campaign.

If you have questions about how LinkedIn targeting fits into your overall marketing strategy, please feel free to contact us: info@paradigmmarketinganddesign.com.