We don’t talk much about LinkedIn’s ad capabilities, but for those targeting influences and offering B2B services, it can be a very effective place to place ads and spend some money.

To bolster their ad offerings, LinkedIn recently announced its new Match Audiences targeting capabilities, allowing user to combine LinkedIn’s own professional data with their own first-party data – meaning more specific targeting and, hopefully, engagement and conversions.

Match Audiences bring three new capabilities: Website Retargeting, Account Targetingand Contact Targeting.

Website Retargeting

This allows you to create target audiences from your website visitors and nurture them with always-on campaigns.

Account Targeting

You can securely upload a CSV list of company names and match this against LinkedIn’s nearly 12 million company pages, allowing you to reach the decision makers at those target companies.

Contact Targeting

You can securely upload a CSV list of email addresses or connect with tools such as Marketo, Oracle Eloqua and LiveRamp, and import contact lists. With your list(s) uploaded, you can then target these specific contacts.

LinkedIn has been testing Matched Audiences with a small group of participants over the last 6 months. Over 2,000 campaigns have been run, with “above-average” performance, including:

  • 30% increase in CTR and a 14% drop in post-click cost-per-conversion with Website Retargeting,
  • 32% increase in post-click conversion rates and 4.7% drop in post-click cost-per-conversion with Account Targeting, and
  • 37% increase in click rate (CTR) with Contact Targeting