• 18-19 College Green, Dublin 2
  • 01 685 9088
  • info@cunninghamwebsolutions.com
  • cunninghamwebsolutions
    Cunningham Web Solutions
    • Home
    • About Us
    • Our Services
      • Web Design
      • Digital Marketing
      • SEO Services
      • E-commerce Websites
      • Website Redevelopment
      • Social Media Services
    • Digital Marketing
      • Adwords
      • Social Media Services
      • Email Marketing
      • Display Advertising
      • Remarketing
    • Portfolio
    • FAQ’s
    • Blog
    • Contact Us
    MENU CLOSE back  

    LinkedIn officially rolling out Matched Audiences targeting to all advertisers this week

    You are here:
    1. Home
    2. Digital Marketing
    3. LinkedIn officially rolling out Matched Audiences targeting to all advertisers this week
    Thumbnail for 18221

    George Dolgikh / Shutterstock.com

    Marketers will be able to target LinkedIn users based on their web browsing and email addresses sooner than expected.

    LinkedIn is officially rolling out its Matched Audiences program, starting today, so that by the end of this week all advertisers, including those using LinkedIn’s self-serve ad-buying platform, will have access to the new ad-targeting options.

    Last month I reported that LinkedIn had slated the rollout for November 2017, based on a leaked presentation published to LinkedIn’s ad sales site. That presentation was a draft document, so it had the wrong timeline, said Irina Skripnik, senior product marketing manager for LinkedIn’s Marketing Solutions division.

    Matched Audiences is an umbrella program that covers the Microsoft-owned, business-centric social network’s spin on ad-targeting options offered by Facebook, Google, Twitter, Pinterest and others that let marketers target people with ads on a platform using data gathered via that platform, like people’s email addresses or the websites they’ve visited.

    The major difference between LinkedIn’s version and all the others is that LinkedIn’s ads appear where people are looking to do business, while elsewhere the ads can appear between pictures of friends’ babies or amid political rants. And since LinkedIn will consider the primary and secondary email addresses attached to people’s profiles — one of which may be their personal email and the other their work email — there’s a higher likelihood that business-to-business marketers will hit their target audience.

    Matched Audiences rolls up three types of ad targeting: 1) retargeting people who visited a brand’s website (website retargeting); 2) targeting people based on their email addresses, including contact lists stored on Eloqua, Liveramp and Marketo (contact targeting); and 3) targeting people based on the companies they work for (account targeting). The account targeting option was originally introduced in March 2016, but only for advertisers buying directly through LinkedIn’s sales team; it’s now being made available through its self-serve ad-buying platform.

    Marketers can use these targeting options to aim the Sponsored Content posts that appear in people’s feeds — including the new lead generation ones — or the Sponsored InMail messages that pop up in their inboxes. They can also be used for IAB-standardized text ads and LinkedIn’s dynamic ads that pull information from people’s LinkedIn profiles into the ads, though the latter ad format is only available when buying ads directly from LinkedIn’s sales team.

    LinkedIn has been testing the ad-targeting options over the past six months with more than 370 advertisers across more than 2,000 campaigns. “This has been one of the highest-in-demand pilots we’ve had to date,” said Skripnik.

    On average, advertisers using website retargeting saw a 30 percent increase in click-through rate (CTR) and a 14 percent increase in cost per conversion (CPC) for people who clicked on their ad. Those using account targeting saw a 32 percent increase in CTR and a 5 percent decrease in post-click CPC. And the roughly 100 campaigns that used contact targeting saw a 37 percent increase in CTR; the single-month pilot of contact targeting didn’t provide enough of a sample to measure the impact of post-click CPC.

    Advertisers can get super-specific with their targeting, since the Matched Audiences options can be used together and with LinkedIn’s standard targeting options, like people’s location, job title, seniority level, gender and age. But “can” does not mean “should.” During the testing phase, advertisers who used the Matched Audiences options and limited their use of additional targeting options saw the best results, said Skripnik.

    While advertisers may not want to get too specific about who they want to see their ads, to the point of very few people seeing their ads, they can also use the new targeting options to specify who they do not want to see their ads. For example, an advertiser may want to advertise to people at certain companies to fill out a lead-gen form. But that advertiser wouldn’t want to annoy the people at those companies for whom it already has their contact info. So it could use LinkedIn’s account targeting to aim the lead-gen ads at certain people and its contact targeting to make sure the ads avoid annoying others.

    From our sponsors: LinkedIn officially rolling out Matched Audiences targeting to all advertisers this week

    Posted on 24th April 2017Digital Marketing
    FacebookshareTwittertweetGoogle+share

    Related posts

    Thumbnail for 25786
    The Future of CX with Larry Ellison
    19th October 2020
    20201019 ML Brief
    19th October 2020
    Must-know tips for boosting your video strategy
    19th October 2020
    20201016 ML Brief
    19th October 2020
    NewsCred rebrands as Welcome
    13th October 2020
    Thumbnail for 25769
    How to make your data sing
    13th October 2020
    Latest News
    • Archived
      22nd March 2023
    • Archived
      18th March 2023
    • Archived
      20th January 2023
    • 20201019 ML Brief
      19th October 2020
    • Thumbnail for 25788
      Handling Continuous Integration And Delivery With GitHub Actions
      19th October 2020
    • Thumbnail for 25786
      The Future of CX with Larry Ellison
      19th October 2020
    News Categories
    • Digital Marketing
    • Web Design

    Our services

    Website Design
    Website Design

    A website is an important part of any business. Professional website development is an essential element of a successful online business.

    We provide website design services for every type of website imaginable. We supply brochure websites, E-commerce websites, bespoke website design, custom website development and a range of website applications. We love developing websites, come and talk to us about your project and we will tailor make a solution to match your requirements.

    You can contact us by phone, email or send us a request through our online form and we can give you a call back.

    More Information

    Digital Marketing
    Digital Marketing

    Our digital marketeers have years of experience in developing and excuting digital marketing strategies. We can help you promote your business online with the most effective methods to achieve the greatest return for your marketing budget. We offer a full service with includes the following:

    1. Social Media Marketing

    2. Email & Newsletter Advertising

    3. PPC - Pay Per Click

    4. A range of other methods are available

    More Information

    SEO
    SEO Services

    SEO is an essential part of owning an online property. The higher up the search engines that your website appears, the more visitors you will have and therefore the greater the potential for more business and increased profits.

    We offer a range of SEO services and packages. Our packages are very popular due to the expanse of on-page and off-page SEO services that they cover. Contact us to discuss your website and the SEO services that would best suit to increase your websites ranking.

    More Information

    E-commerce
    E-commerce Websites

    E-commerce is a rapidly growing area with sales online increasing year on year. A professional E-commerce store online is essential to increase sales and is a reflection of your business to potential customers. We provide professional E-commerce websites custom built to meet our clients requirements.

    Starting to sell online can be a daunting task and we are here to make that journey as smooth as possible. When you work with Cunningham Web Solutions on your E-commerce website, you will benefit from the experience of our team and every detail from the website design to stock management is carefully planned and designed with you in mind.

    More Information

    Social Media Services
    Social Media Services

    Social Media is becoming an increasingly effective method of marketing online. The opportunities that social media marketing can offer are endless and when managed correctly can bring great benefits to every business.

    Social Media Marketing is a low cost form of advertising that continues to bring a very good ROI for our clients. In conjuction with excellent website development and SEO, social media marketing should be an essential part of every digital marketing strategy.

    We offer Social Media Management packages and we also offer Social Media Training to individuals and to companies. Contact us to find out more.

    More Information

    Cunningham Web Solutions
    © Copyright 2025 | Cunningham Web Solutions
    • Home
    • Our Services
    • FAQ's
    • Account Services
    • Privacy Policy
    • Contact Us