In a move that levels the retargeting playing field, LinkedIn has enabled website visitor, account and contact retargeting. This gives the 500-million-member professional network audience matching capabilities to rival their peer set of Facebook, Google, Twitter and Pinterest.
Saied Amiry, LinkedIn’s head of vertical marketing, shared his perspective on the update and its impact for education marketers with us:
“For a prospective student, selecting the right university is a big deal. It’s a complex decision, and aside from purchasing a home, is likely the largest financial investment that an individual will ever make in their lifetime. Website Retargeting, Account Targeting and Contact Targeting will allow universities, and their partners, to address the relevant concern of the student at the right time.”
Here are three huge opportunities for EDU marketers to consider with the update:
Over the past six months, LinkedIn conducted a successful pilot program for Matched Audiences with over 370 participating advertisers and 2,000+ active campaigns. The extensive pilot program delivered high-ROI and lowered costs. On average, customers using Matched Audiences saw:
Go into the campaign in your Campaign Manager that you’d like to apply the email targeting list to. Click on the “Audiences” tab to see this screen following at the top of the list of targeting facets.
Click on “Create an audience” under “Target a list of accounts,” and you’ll be greeted by the following dialogue box where you can name your email list. Select the option, “Match based on a list of email addresses,” then upload your CSV.
Also, should you want to apply a negative (exclusion) list, simply select “Include” and change it to “Exclude” on the list targeting option, which will ensure that no email address in that list will be allowed into your targeting.
For the sheet to work, it needs to meet the following requirements:
Check out this article from LinkedIn for more tactical insights on account targeting. We’re interested in hearing how this new functionality is working for you. Send me a note with questions or comment below to keep the conversation going.