This document provides an overview of strategies for taking LinkedIn campaigns to the next level. It discusses using matched audiences for more targeted campaigns. Specific tips are provided for setting up website and contact retargeting using matched audiences. Examples are given of content to use for different stages in the sales funnel. The document also discusses balancing accuracy and scale when using matched audiences. It provides a hypothetical example of layering multiple targeting criteria to reach IT decision makers. Overall, the key points covered are how to leverage matched audience functionality for more advanced targeting, examples of content for different stages, and tips for balancing accuracy and scale.

1. Advanced Strategies
On LinkedIn

2. Sally Johnson Megan Eskenasi
Your
Presenters
Phil Han

3. Ice Breaker
Turn to your neighbor and share your favorite
thing about Fall.

4. You’ve Launched Campaigns, A/B Tested, and
Know LinkedIn Best Practices….

5. Now What?

6. Time to Take Your LinkedIn Campaigns to the
Next Level

7. Agenda
The Next Step in Targeting:
Matched Audiences
↓
The Next Step in Strategy:
Marrying Sales + Marketing
↓
The Next Step in Reach:
Pairing Products for Impact
↓
The Next Step in Conversions:
Lead Gen & Measurement
↓
The Next Step for LinkedIn:
Product Roadmap

8. The Next Step in Targeting:
Matched Audiences

9. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

10. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

11. Adding a LinkedIn
Insight Tag
IMPORTANT:
Skip this step if you already have
an insight tag on your page
Add a lightweight javascript code
to your site
Instructions / FAQ
Video: Generating a LinkedIn Insight Tag
1
Only add one tag per website domain
Make sure all your domains are listed on the Insight Tag
menu or the retargeting segment may not work correctly.
2
Give the tag some time to build
While the tag may take up to 48 hours to build your
audience, you can set up your website targeting
segments right away.
3
1
STEP
11

12. Copy + paste the Insight Tag code into your site’s
global footer, or email the instructions to your web
team.
if you already have a
LinkedIn tag on your site
If adding the tag to your global website
footer is not possible, tag the page(s)
you want to use for website retargeting
While website retargeting
may work with an image pixel,
javascript tag is recommended
IMPORTANT: SKIP THIS STEP
WORKAROUND FOR GLOBAL TAG
IMAGE PIXEL SUPPORT
12

13. Creating website
retargeting
audience segments
Once your account is set up, navigate
through the campaign creation flow until
you reach the targeting page
Click on Create an audience to retarget
Define the web URLs that will make up
your website retargeting segments
1
2
3
Complete setup steps and activate
your campaign
4
Your campaign can begin delivering once your
audience segment reaches 300 members
2
STEP
13

14. Once you arrive on the targeting page, click on Create an audience to retarget.
User must have “Account manager” or
“Campaign manager” access to
access website retargeting
ACCESS TO CREATE AUDIENCES
14

15. Name your audience segment and add the specific web page
URLs you’d like to use in your retargeting audience.
Only you and admins managing your
campaign will see the audience name
The URLs must belong to a domain
you entered in your Insight Tag
You can always come back and add
additional URLs to your audience segment
SEGMENT NAME
ADD THE WEBSITE URL
ADDING MORE URLS
Multiple URLs in one segment are “OR”
example: “acme.com/products” OR
“acme.com/services”
“OR” RELATIONSHIP BETWEEN URLS
15

16. You have three different website URL options when setting up your website retargeting audience segment.
“Starts with” – Select this option to
include any page whose URL starts with
these characters.
“Exact” – Select this option to target
pages whose URL matches these
characters in their entirety.
“Contains” – Use this only on pages
whose URL contains these characters.
16

17. Let your
audience build
3
STEP
Once you’ve finished setting up your audience,
click “Done” to proceed.
You can proceed with setting your campaign live or save your campaign
as a draft until the audience builds up.
If you set your campaign live, it can begin delivering
as soon as your segment reaches 300 people.
We need sometime to build your audience…
17

18. Once you’ve finished setting up your campaign, you can access your retargeting
audiences under Tools/Account Assets in the top navigation menu.
18

19. Clicking Edit will allow you to edit details on any retargeting audiences you’ve
created.
You can add any additional URLs if needed here (please note that it will take up to 48 hours to add any
additional audiences).
19

20. Helpful tips to keep in mind
Audiences will not be matched unless the Insight Tag is correctly installed. Please
make sure that the Insight Tag appears as Verified before building your audiences.
Depending on traffic across your website segments, your audience may take time to build. At
least 300 members must be matched before campaign can begin serving impressions.
Once at least 300 members are matched, the campaign will launch automatically
if you activated your campaign by clicking “Launch.”
Keep in mind broader may be better depending on your site traffic. Test broader website
segments before going super niche.
20

21. Questions?

22. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

23. SETUP WALKTHROUGH
Account Targeting
23

24. Start by accessing Matched Audiences from the Account Assets menu
Once you’re in the Uploaded list audiences menu, click on Upload a list.
Remember, Matched Audiences lists are
stored at Account Level. This means
that multiple campaigns within the same
account can use the same list.

25. Choose the type of list you are uploading (accounts OR contacts) and follow the correct
formatting. Remember to limit to one list per file. We recommend 300 companies or more
(maximum 30,000).
Label the header row
“companyname”
Select here if you
want to upload
either a CSV of
accounts or
contacts

26. Finish setting up your targeting and launch your campaign.
Once you launch your campaign and LinkedIn matches at least 300 members, your campaign can begin
delivering.
(Please note that it may take up to 48 hours to process)
Don’t forget to launch your campaign!
Impressions will begin delivering only after
LinkedIn matches enough members.
You may
include or
exclude an
account list.

27. Account lists you’ve created will appear under the Uploaded list audiences
tab.
In this tab, you can view or add additional account and contact lists.

28. Targeting using uploaded lists: A few things to remember
Use a CSV file following the correct format
using the approved templates
• Check spelling
• Avoid using special characters, URLs.
• Remove all formatting for optimal match rates.
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading lists that are too small (we recommend
at least 1,000 companies or 10,000 emails), or
• Layering too many targeting criteria in addition to
the account list.
Target influencers or decision makers
for optimal response rates.
Larger lists will likely have better match rates.

29. Matched Audiences Overview
What Targeting Functionality Exists with the Release of
Matched Audiences within Campaign Manager

30. Contact Targeting Using Data Integrations
How to Set Up Within Campaign Manager

35. Noteworthy Items:
For larger lists, it may take up to 48hrs for the lists to appear
The lists will automatically sync to your marketing automation
platform (within 24hrs)
List must hit 300 people before it can be used as a targetable
segment, though we recommend lists of around 10,000 contacts
for scale

36. Questions?

37. Contact Targeting Using Data Integrations
Use Cases & How to Measure Success

38. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose top performing blog
articles and run on Sponsored
Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)

39. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose top performing blog
articles and run on Sponsored
Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation

40. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose top performing blog
articles and run on Sponsored
Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation
Contacts in Pipeline
Promote a guide on specific
features; deep product insights
& how to guides
Movement in Pipeline
(i.e. Exploration Opp to
Proposal or Closed Won)

41. Use Cases Content How to Measure
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
repurpose top performing blog
articles and run on Sponsored
Content.
Engagement or Movement
within Pipeline
(Marketo Interesting Moments
or Eloqua Digital Body
Language)
Marketing or Sales Qualified
Leads
Overview of the product or
platform, product examples,
testimonials and case studies
Opportunity Creation
Contacts in Pipeline
Promote a guide on specific
features; deep product insights
& how to guides
Movement in Pipeline
(i.e. Exploration Opp to
Proposal or Closed Won)
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop
Reduced Churn / Upsell &
Renewal Rate (Retention
Marketing)

42. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

43. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

44. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

45. Use Cases Content
Unresponsive or Suspect
Contacts
(hasn’t opened email in 6-9mos)
Promote light ungated content;
we repurpose our top
performing blog articles and run
on Sponsored Content.
Marketing or Sales Qualified
Leads
Promote Sophisticated
Marketer’s Guide - overview of
the platform, product examples,
testimonials and case studies
Contacts in Pipeline
Promote a guide on specific
LinkedIn features - highlighting
the power of LinkedIn targeting
New Customers / High Value
Customers/ Upsell
Opportunities
Product How-To’s, Case
Studies, Product Releases or
Industry News that relates back
to value prop

46. Noteworthy Items:
Need to have content that is tailored to the customer
base you are bringing over
Need to be prepared to measure traction and
movement within your Contact Management Platform
(cpc, cpl, or mql measurement doesn’t truly measure
success here)

47. Questions?

48. Leveraging Lists for Exclusions
Using Existing Data to Tailor Who You’re Messaging

49. Contact
Management
Platforms
(Known Prospects
or Customers)
Email Lists
(Known
Prospects or
Customers)
Retargeting
Pools
(Engaged
Audience)
We Have the Data...
Website
Converters
(Engaged
Audience)
Account Lists
(Prospect
Accounts OR
Competitors
OR Clients)

50. Use Cases Content
Demographic Targeting [EXCLUDING]
Known or Engaged Prospects
High Level Content, Introductory Assets,
Value Prop/Industry News
Retargeting [EXCLUDING] Current
Clients
Educational pieces, Product
Options/Demos, Case Studies
Retargeting or Demographic Targeting
[EXCLUDING] Competitor List
Same As Above (ensures you are not
wasting impressions or sharing your
content strategy)
...Now Lets Use It!

51. Balancing Accuracy with Scale
Appropriately Integrate Matched Audiences with Your Strategy

52. DON’T [go too niche]

53. DON’T [Mix Remarketing with outside Lists]
These Two Features will ‘AND’ not ‘OR’

54. DO [Have a Balanced Strategy]
Robust and Accurate Targeting...that’s Balanced

55. It’s an Art not a Science
Test What Works Best to Achieve Your Marketing Goals

56. EXAMPLE
Let’s Say You Want to Target IT Decision Makers....

57. EXAMPLE
It Works...But is it the Best?
BASIC

58. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
IT Decision
Makers

59. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
Site
Retargeting
IT Decision
Makers

60. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

61. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

62. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Decision
Makers

63. EXAMPLE
Let’s Get Robust
FA=IT,
Director+
in North
America
IT Groups
with
Manager+
Marketo
Contacts in
Pipeline
Site
Retargeting
ABM List
from Field
Team
IT Skills
with
Manager+
Layer
IT Decision
Makers

64. Questions?

65. Break

66. The Next Step in Strategy:
Sales + Marketing:
Better Together

67. Marrying Sales + Marketing On LinkedIn
How To Guide

68. Sales and Marketing are converging
Awareness
Revenue
Marketing
Sales
Marketing is...
❏ Engaging prospects
deeper in the funnel
❏ Measuring impact
on close rates and
sales cycle
Sales is...
❏ Driving brand awareness
via social
❏ Playing a bigger role in
educating customers
1

69. Missing the Mark Lack of Visibility Mixed Messaging
Marketers fail to consistently
target and reach the people
who Sales deem high-value
Sales lacks visibility into how
buyers have engaged with
marketing campaigns and content
Marketing and Sales use
different stories and content to
communicate with customers
Companies face three challenges while aligning
Sales & Marketing
2

70. Aligned Sales and Marketing effortsSales and Marketing teams today
What Sales and Marketing alignment could look like
Sales Marketing
✓ Focus on the same buyers
✓ Shared insight and common messaging
✓ Drive revenue together
✓ Targeting different audiences
✓ Lack of collaboration
✓ Misaligned objectives
3
Sales Marketing

71. The Challenge
LinkedIn Campaigns are
bringing in leads to your
inbound sales teams, but
not converting to Sales
Accepted leads (i.e. High
Volume but Low Quality)
Marrying Sales + Marketing On LinkedIn

72. The Challenge
You are having trouble with
scaling campaigns that are
targeting your decision
maker
Marrying Sales + Marketing On LinkedIn

73. The Solution
Identify Gaps between your
Saved Leads and Target
Audiences. Then adjust your
marketing efforts to align
with sales to increase
traction and/or expand scale
Marrying Sales + Marketing On LinkedIn

74. How?
Sales Navigator Audience Audit

75. Engage buyers
with personalized
outreach
Understand
what buyers value
Target the
right buyers
and companies
Sales Navigator helps sales teams create value in three ways

76. Sales Navigator companies have seen the following success
*Averages of influenced opportunities based on a June ‘17 analysis of 600+ CRM-synced companies with at least 6 months on contract
Larger Deals
when using Sales Navigator to
connect with decision makers
Higher Win Rates
when using Sales
Navigator to close deals
Opportunities Sourced
when using Sales Navigator to
find customers*
35%+5%+34%

77. Your Sales Team is heavily focused on the below Industries

78. Your Marketing Aligns Well With the Top Three Industries

79. But There is Room for Improvement Among Other Industries
Retail
Professional
Services
Government

80. Connect Campaign Manager
to Sales Navigator
Unlock an audience you
couldn’t target before
Target saved accounts &
leads using Matched
Audiences
A solution to nurture your sales team’s high-value accounts and contacts
Coming Soon: Sales Navigator Account and Contact Targeting

81. 5
You reach these saved accounts and
leads with LinkedIn’s suite of
ad products
How does Sales Navigator Account and Contact Targeting work?
Step 1: Sales Activity
Sales saves an Account...
Step 2: Integration Step 3: Ads Delivery
Karen, join FixDex forum to be part
of a community for business.
Sales reps identify leads and accounts
in Sales Navigator as high-value and
save them
These accounts and leads are brought
into Campaign Manager and become
targetable

82. Questions?

83. The Next Step in Reach:
Pairing Products for Impact

84. Product Pairing for Event Based Content
Sponsored Content + InMail

85. Sponsored Content + InMail
Sponsored InMail open
rates are 128% higher
if users are exposed to
Sponsored Content first

90. Product Pairing for Evergreen Content
Sponsored Content + Text Ads

91. Metric Sponsored Content Alone Text Ads
Conversions 581 405
Conversion Rate 0.35% 40%
Cost Per Conversion $467.73 $25.64
Investment $300k/qtr $10k/qtr
Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

92. Product Pairing for Evergreen Content
Tech Company (Security) | 500 Employees | Privately Held

93. SnapCap is an online lending platform that specializes in
offering loans to small business owners who are
under-served by banks or who may not have access to
capital.

96. The Next Step in Conversions:
Lead Gen & Measurement

97. Lead Gen Forms

98. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices

99. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the
movement to MQL or SQL is the need
for prospects to download more
assets or certain assets (demos, free
trial etc.)
Sales Qualified Leads SQL

100. Lead Gen Forms
What You’re Trying to
Improve
KPI Will Lead Gen Forms Help?
Conversion Rate CPL
Yes, by removing the friction of
conversions on mobile devices
Marketing Qualified Leads MQL
Yes, IF what is hindering the
movement to MQL or SQL is the need
for prospects to download more
assets or certain assets (demos, free
trial etc.)
Sales Qualified Leads SQL
Opportunity Creation
# Of Opps Touched by LI,
or end ROI of LI
Not Directly. May be useful to include
within your strategy, but pay close
attention to lead quality, and ensuring
your targeting is locked in

101. Noteworthy Items:
Lead Gen forms are only on mobile at this time
Help to reduce the friction of a conversion on mobile
Will help if your main issues are at the point of conversion, but
will not be an immediate fix for quality issues that are surrounding
MQL/SQL, or overall ROI

102. Campaign
Measurement
Conversion Tracking
Conversion Demographics
Website Demographics

103. Measure lead quality and advertising ROI
Laptop screen area
103
Use conversion tracking
Measure leads
collected on your
website with LinkedIn’s
free native conversion
tracking tool

104. Use demographic
analytics
Ensure you’re converting
the right people: Use
LinkedIn’s campaign
reporting to measure the
types of segments you’re
converting.
Measure lead quality and advertising ROI
Laptop screen area
104

105. Questions?

106. The Next Step for LinkedIn:
Product Roadmap

108. LINKEDIN MARKETING SOLUTIONS MISSION
Be the most effective platform for
marketers to engage with professionals

109. Evolving our platform to increase advertiser ROI
Exceed
marketer
objectives
Prove
value through
analytics &
insights
Simplify
usability of
products &
capabilities
Target
the audiences that
matter

110. Recently Released

111. Campaign
Demographics
Recently Released
Launched in June
Understand who your ads
resonate with best

112. New Targeting
Facets
Recently released
Launched in July
Follower targeting
Target members following your
LinkedIn Company Page
Company connection targeting
Reach first-degree connections
of company employees

113. Website
Demographics
Recently released
Better understand the audiences
coming to your website
Launched in July

114. Campaign
Recommendations
Recently released
In-product recommendations to
optimize your campaigns
Launched in July

115. Campaign Manager
Visual Refresh
Recently released
A new look for campaign manager –
guidance when you need it, a more
familiar design, easier access to
your account assets
Announced in July

116. LinkedIn Audience Network
Recently released
Scale your reach by running ads
through our partner app network
Launched to all advertisers in
September
Exceed Marketer
Objectives

117. LinkedIn Marketing Partner Program Expansion
Media Buying
Leverage experts to scale your
LinkedIn campaigns
Marketing Analytics
Gain paid and organic campaign
performance insights
Audience Management
Target and manage your contacts
more effectively on LinkedIn
For more information, visit go/lmspartners
17 new partners across three new categories
*
Recently released

118. Upcoming Releases

119. Integrate trusted 3rd
party
tracking to better track results
3rd
party impression
tracking
Recently Released & Upcoming release
Launching: Dynamic Ads & Text Ads (Q3)
Upcoming Release: Sponsored Content (Q4)
Prove Value Through
Analytics &
Insights

120. Refreshed Reporting
View
Upcoming release
New reporting view to understand
performance quickly and easily
Target The
Audiences
That Matter
Prove Value Through
Analytics &
Insights

121. Asset Management
Upcoming release
Share website audiences and
uploaded lists across your
Campaign Manager accounts
Launch in Q4
Exceed Marketer
Objectives
Target The
Audiences
That Matter

122. Sponsored Video
Upcoming release
Engage your audience with video
content across mobile and
desktop
Pilot in Q4, Launch in Q1 2018

123. Drive content downloads
with your target audience
Whitepaper
Download Ad Unit
Upcoming release
Pilot in Q3 | Q4 Launch

124. Lead Gen Forms for
Sponsored InMail
Collect even more quality leads
from your Sponsored InMail with
seamless pre-filled forms
Launch in Q3
Upcoming release
Exceed Marketer
Objectives
Exceed Marketer
Objectives
jstein@runity.com

125. Carousel Sponsored
Content
Upcoming release
Better engage your audience with
a content carousel
Pilot in Q4, Launch in Q1 2018
Exceed Marketer
Objectives

126. Conversion
auto-optimization
Upcoming release
Let LinkedIn auto-adjust your
Sponsored Content campaign bid to
get more website conversions at a
better price
Launch in Q3

127. Nurture your sales organization’s
high-value accounts and leads
Sales Navigator
Account & Contact
Targeting
Upcoming release
Pilot in Q3, Launch in Q4
Connect to data integration
Target The
Audiences
That Matter

128. 2018
upcoming solutions
• Objective-based campaign creation and optimization –
Create campaigns based on your marketing objectives
• Pre-launch campaign predictions – Understand how your
campaign is likely to perform
• Intent and interest based targeting – Reach audiences
based on signals of their intent and interests
• Trending content insights – Understand topics that most
resonate with your target audiences

129. Thank you!

131. marketer objectives
Exceed
• Whitepaper Download Ad Unit (Dynamic Ads) | Q3 2017
Drive content downloads with your target audience
• Lead Gen Forms For Sponsored InMail | Q3 2017
Easily collect quality leads through InMail messaging using
pre-filled forms
• Conversion Auto-Optimization | Q3 2017
Let LinkedIn automatically adjust your Sponsored Content
campaign bid to get more website conversions at a better price
• Carousel Sponsored Content | Q4 2017
Better engage your audience with a content carousel
• Sponsored Video | Q4 2017
Engage your audiences with video content across the web

132. value through
analytics & insights
Prove
• 3rd
Party Impression Tracking | Q3 & Q4 2017
Trusted 3rd party tracking of results
• Refreshed Reporting View | Q4 2017
New reporting view to understand performance quickly and
easily

133. usability of products &
capabilities
Simplify
• Improved Ad Creation | Q3 2017
Enhanced ad preview, better sharing of account assets, and
ability to edit Sponsored Content after launch
• Campaign Groups | Q4 2017
Organize, manage, budget, and report across campaigns (and
IOs) within one "permanent" account
• Manager Accounts | Q4 2017
Allow agencies & clients to easily share access to LI business
(or enterprise) accounts easily and securely

134. the audiences
that matter
Target
• Sales Navigator Account & Contact Targeting | Q4 2017
Nurture leads saved by your sales teams
• Location Targeting Options | Q4 2017
Deliver ads based on members’ profile location or profile
location and IP address
• Asset Management | Q4 2017
Share website audiences and uploaded lists across your
Campaign Manager accounts

135. Appendix

136. Matched Audiences
Best Practice One-Sheeters

137. Matched Audiences - Retargeting Lists
A few things to remember
Remember to run general
brand/Direct response content in
addition to Retargeting to make
sure you’re filling the funnel with
the relevant audience
Start broad -- begin by
retargeting your full website
traffic, and add additional filters
as the audience grows
Retargeting audiences must be at
least 300 members in order to
start serving impressions

138. Matched Audiences - Account Lists
A few things to remember
Target influencers or decision makers
for optimal response rates.
Ensure lists follow the correct
formatting by using one of the
templates available. Remove all
special characters and check
spelling
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of companies or
• Layering too many targeting criteria in
addition to the account list.

139. Matched Audiences - Email Lists
A few things to remember
Ensure lists follow correct formatting
and are using the approved templates.
Check spelling and avoid special
characters
Avoid hyper-targeting; it could limit
scale and delivery of your campaign.
This includes:
• Uploading too small a list of
contacts, or
• Layering too many targeting criteria
in addition to the account list.
Target influencers or decision makers
for optimal response rates.