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Masterclass: Advanced Strategies on LinkedIn [New York]

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You’ve launched campaigns, A/B tested, and know LinkedIn best practices….

Now it's time to take your LinkedIn campaigns to the next level. Learn how with the help of this deck from our Masterclass series!

Publicado en: Marketing
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Masterclass: Advanced Strategies on LinkedIn [New York]

  1. 1. Advanced Strategies On LinkedIn
  2. 2. Sally Johnson Megan Eskenasi Your Presenters Phil Han
  3. 3. Ice Breaker Turn to your neighbor and share your favorite thing about Fall.
  4. 4. You’ve Launched Campaigns, A/B Tested, and Know LinkedIn Best Practices….
  5. 5. Now What?
  6. 6. Time to Take Your LinkedIn Campaigns to the Next Level
  7. 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. 8. The Next Step in Targeting: Matched Audiences
  9. 9. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  10. 10. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  11. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 21. Questions?
  22. 22. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  23. 23. SETUP WALKTHROUGH Account Targeting 23
  24. 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. 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. 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. 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. 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. 29. Matched Audiences Overview What Targeting Functionality Exists with the Release of Matched Audiences within Campaign Manager
  30. 30. Contact Targeting Using Data Integrations How to Set Up Within Campaign Manager
  31. 31. 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
  32. 32. Questions?
  33. 33. Contact Targeting Using Data Integrations Use Cases & How to Measure Success
  34. 34. 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)
  35. 35. 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
  36. 36. 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)
  37. 37. 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)
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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)
  43. 43. Questions?
  44. 44. Leveraging Lists for Exclusions Using Existing Data to Tailor Who You’re Messaging
  45. 45. 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)
  46. 46. 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!
  47. 47. Balancing Accuracy with Scale Appropriately Integrate Matched Audiences with Your Strategy
  48. 48. DON’T [go too niche]
  49. 49. DON’T [Mix Remarketing with outside Lists] These Two Features will ‘AND’ not ‘OR’
  50. 50. DO [Have a Balanced Strategy] Robust and Accurate Targeting...that’s Balanced
  51. 51. It’s an Art not a Science Test What Works Best to Achieve Your Marketing Goals
  52. 52. EXAMPLE Let’s Say You Want to Target IT Decision Makers....
  53. 53. EXAMPLE It Works...But is it the Best? BASIC
  54. 54. EXAMPLE Let’s Get Robust FA=IT, Director+ in North America IT Decision Makers
  55. 55. EXAMPLE Let’s Get Robust FA=IT, Director+ in North America Site Retargeting IT Decision Makers
  56. 56. EXAMPLE Let’s Get Robust FA=IT, Director+ in North America Site Retargeting ABM List from Field Team IT Decision Makers
  57. 57. 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
  58. 58. 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
  59. 59. 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
  60. 60. Questions?
  61. 61. Break
  62. 62. The Next Step in Strategy: Sales + Marketing: Better Together
  63. 63. Marrying Sales + Marketing On LinkedIn How To Guide
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. The Challenge You are having trouble with scaling campaigns that are targeting your decision maker Marrying Sales + Marketing On LinkedIn
  69. 69. 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
  70. 70. How? Sales Navigator Audience Audit
  71. 71. 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
  72. 72. 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%
  73. 73. Your Sales Team is heavily focused on the below Industries
  74. 74. Your Marketing Aligns Well With the Top Three Industries
  75. 75. But There is Room for Improvement Among Other Industries Retail Professional Services Government
  76. 76. 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
  77. 77. 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
  78. 78. Questions?
  79. 79. The Next Step in Reach: Pairing Products for Impact
  80. 80. Product Pairing for Event Based Content Sponsored Content + InMail
  81. 81. Sponsored Content + InMail Sponsored InMail open rates are 128% higher if users are exposed to Sponsored Content first
  82. 82. Product Pairing for Evergreen Content Sponsored Content + Text Ads
  83. 83. 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
  84. 84. Product Pairing for Evergreen Content Tech Company (Security) | 500 Employees | Privately Held
  85. 85. 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.
  86. 86. The Next Step in Conversions: Lead Gen & Measurement
  87. 87. Lead Gen Forms
  88. 88. 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
  89. 89. 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
  90. 90. 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
  91. 91. 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
  92. 92. Campaign Measurement Conversion Tracking Conversion Demographics Website Demographics
  93. 93. 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
  94. 94. 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
  95. 95. Questions?
  96. 96. The Next Step for LinkedIn: Product Roadmap
  97. 97. LINKEDIN MARKETING SOLUTIONS MISSION Be the most effective platform for marketers to engage with professionals
  98. 98. 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
  99. 99. Recently Released
  100. 100. Campaign Demographics Recently Released Launched in June Understand who your ads resonate with best
  101. 101. 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
  102. 102. Website Demographics Recently released Better understand the audiences coming to your website Launched in July
  103. 103. Campaign Recommendations Recently released In-product recommendations to optimize your campaigns Launched in July
  104. 104. 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
  105. 105. 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
  106. 106. 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
  107. 107. Upcoming Releases
  108. 108. 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
  109. 109. Refreshed Reporting View Upcoming release New reporting view to understand performance quickly and easily Target The Audiences That Matter Prove Value Through Analytics & Insights
  110. 110. 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
  111. 111. Sponsored Video Upcoming release Engage your audience with video content across mobile and desktop Pilot in Q4, Launch in Q1 2018
  112. 112. Drive content downloads with your target audience Whitepaper Download Ad Unit Upcoming release Pilot in Q3 | Q4 Launch
  113. 113. 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
  114. 114. Carousel Sponsored Content Upcoming release Better engage your audience with a content carousel Pilot in Q4, Launch in Q1 2018 Exceed Marketer Objectives
  115. 115. 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
  116. 116. 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
  117. 117. 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
  118. 118. Thank you!
  119. 119. 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
  120. 120. 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
  121. 121. 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
  122. 122. 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
  123. 123. Appendix
  124. 124. Matched Audiences Best Practice One-Sheeters
  125. 125. 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
  126. 126. 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.
  127. 127. 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.

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