- Matched Audiences allows advertisers to target website visitors, contacts, and accounts on LinkedIn. - Website retargeting involves adding a LinkedIn Insight Tag to track visitors and create audience segments. Contact targeting uses uploaded email lists or integrated data. Account targeting uses uploaded company name lists. - Setting up the audiences involves naming and defining the lists, then selecting them in campaign targeting. Campaigns will launch once a minimum audience size is reached.

1. Getting Started
with LinkedIn Matched Audiences

2. What’s in this guide?
1. Overview of Matched Audiences
2. Instructions for early access to Matched Audiences
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3. Step-by-step guide to setup Matched Audiences
• Website Retargeting
• Contact Targeting using email list upload
• Contact Targeting using data integrations
• Account Targeting

3. Reach decision makers at
your target accounts
Combine the power of
demographic targeting on
LinkedIn with your target
account list
Re-engage your
website visitors
Use one tag for
website retargeting
and conversion tracking
Website Retargeting Account Targeting
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Market to your prospects and
contacts on LinkedIn
Connect to your contact
management platform(s) or
upload a list of
email addresses
Email Contact Targeting
Matched Audiences
Introducing a new way to reach audiences that matter most to your business on LinkedIn

4. Manage your matched audiences from a single dashboard
in Campaign Manager
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Retarget your website visitors,
connect to your contact
management platforms, or
upload your account and
contact lists to reach
audiences that
matter most to your business.

5. SETUP WALKTHROUGH
Website Retargeting
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6. 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 30 days to build your
audience, you can set up your website targeting
segments right away.
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1
STEP
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7. 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
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8. 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
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2
3
Complete setup steps and activate
your campaign
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Your campaign can begin delivering once your audience
segment reaches 300 members
2
STEP
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9. 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
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10. 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
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11. You will have 3 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.
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12. You may skip this step if you already have an Insight Tag.
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13. Add your segments to your campaign, save your campaign as draft
or move forward with next campaign steps.
NOTE: You can launch your campaign and it will go live as soon as the audience is large enough.
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14. 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…
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15. 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.
Provided that you have enough traffic across your website segments, your audience
may take up to 48 hours to build.
At least 300 members must be matched first before the campaign can begin serving
impressions to your website visitors.
Once at least 300 members are matched, the campaign will launch automatically
if you activated your campaign by clicking “Launch.”
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16. Once you’ve finished setting up your campaign, you can access your retargeting audiences
under Tools in the top navigation menu.
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17. 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).
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18. SETUP WALKTHROUGH
Granting access to
an Insight Tag
if you already have an Insight Tag on your domain
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19. By permissioning your insight tag, you and your teammates can use
the same Insight Tag for conversion tracking, retargeting, and more.
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20. Begin by hovering over the Tools menu, then selecting Insight Tag.
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21. On your Insight Tag screen, click on Manage permissions.
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22. Here you can see accounts that have access to your Insight Tag.
Click on Add another account if you wish to add another account to your tag.
ACCESS TYPE
Customize the level of tag access you’d like
to grant to other LinkedIn ads accounts.
Watch our video about Insight Tag Permissioning:
http://bit.ly/lms-permissioning-insight-tags
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23. To grant another account access to the tag, enter its ad account URL then
choose an Access type. Click Add account when you are done.
ACCESS TYPE
Full use access: Can track conversions
using the domains on the Insight Tag.
Can also grant or remove access to the tag.
Use-only access: Can track conversions
using the tag, but can’t grant or remove
access to the tag.
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24. SETUP WALKTHROUGH
Contact Targeting
Using Email List Upload
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25. Start by accessing Matched Audiences from the Tools menu on your top navigation bar.
Once you’re in the Account list audiences menu, click on Create an audience.
Remember, Matched Audiences lists are
stored at the Account Level. This means
that multiple campaigns within the same
account can use the same list.
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26. Choose Match based on a list of email contacts and upload a CSV file with email addresses under one
column. Remember to limit to one list per file. We recommend 10,000 contacts or more (maximum
300,000).
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Label the header row “email”

27. 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 or more to match enough email contacts.)
You may include
or exclude a
contact list. Don’t forget to launch your campaign!
Impressions will begin delivering only after
LinkedIn matches enough members.
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28. Contact lists you’ve created will appear under the Account list audiences tab.
In this tab, you can view or add additional account and contact lists.
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29. Contact Targeting: A few things to remember
Use a CSV file format using only email
addresses in the first column.
• Check spelling to ensure the matching process
is as fast as possible.
• Remove all formatting for optimal match rates.
• Ensure the first row says: email
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of contacts (we
recommend at least 10,000 email contacts), 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.
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30. SETUP WALKTHROUGH
Contact Targeting
Using Data Integrations
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31. Start by accessing Matched Audiences from the Tools menu on your top navigation bar.
Once you’re in the Account list audiences menu, click on Connect to marketing automation.
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32. This will bring up a pop-up window.
Please read and agree to the LinkedIn program terms, then click Next.
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33. Link the API keys to your contact management platform (Marketo, Eloqua, or LiveRamp).
Then click Next.
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34. Once you’ve linked the API keys on your marketing automation platform, your lists
will automatically populate on your Account list audiences menu
within 24 hours.
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35. SETUP WALKTHROUGH
Account Targeting
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36. Start by accessing Matched Audiences from the Tools menu on your top navigation bar.
Once you’re in the Account list audiences menu, click on Create an audience.
Remember, Matched Audiences lists are
stored at Account Level. This means
that multiple campaigns within the same
account can use the same list.
36

37. Choose Match based on a list of accounts and upload a CSV file with company names under one
column. Remember to limit to one list per file. We recommend 1,000 companies or more (maximum
300,000).
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Label the header row
“companyname”

38. 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 or more to match enough members.)
You may include
or exclude an
account list. Don’t forget to launch your campaign!
Impressions will begin delivering only after
LinkedIn matches enough members.
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39. Account lists you’ve created will appear under the Account list audiences tab.
In this tab, you can view or add additional account and contact lists.
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40. Account Targeting: A few things to remember
Use a CSV file format using only company
names in the first column.
• Check spelling to ensure the matching process
is as fast as possible.
• Avoid using special characters, URLs.
• Remove all formatting for optimal match rates.
• Ensure the first row says: companyname
Avoid hyper-targeting; it could limit scale and
delivery of your campaign. This includes:
• Uploading too small a list of companies (we
recommend at least 1,000 companies), 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.
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