Optimizing LinkedIn lead Ads using the LinkedIn Matched Audience
LinkedIn Matched Audiences enables you to precisely target and retarget individuals who've already shown interest in your brand. This makes it easier to reach relevant audiences with a higher likelihood of conversion.
With LeadChain, you can seamlessly connect Zoho CRM with LinkedIn. This integration sends all your lead conversion events directly to LinkedIn's Matched Audience tool, so you can refine or adjust your audience sets as needed and maximize campaign performance.
Imagine you run a travel agency and are launching a campaign promoting a special couples' trip to Europe. You generate some clicks and leads, but many of them fail to complete a booking. With LinkedIn's Matched Audience, you can retarget those users (and others with similar traits), giving you another opportunity to convert them into paying customers.
LinkedIn also allows you to create Lookalike Audiences, which are groups of people who share similar characteristics with your existing customers. These audiences are identified based on demographics, expressed interests, and purchase behavior, making them a valuable way to expand your reach while staying relevant.
Benefits of targeting LinkedIn Matched Audience
Customized ad targeting
You'll be able to customize the CTA of your ad and the message conveyed for groups depending on their location, purchase behavior, and more. You can also differentiate between frequent and recent customers, offering special deals to your most loyal customer base. You can also cross-sell or upsell your products and services to a familiar customer segment.
Expand reach by creating a Lookalike Audience
By targeting an audience segment that shares similar characteristics with your primary Matched audience, you'll be able to expand your reach and display the ad to many more people who are more likely to purchase your product or service. You can also customize the list further and remove specific people who have already converted, leading to a lower ad spend and higher ROI.
Precise retargeting
You can use your existing customer list or email list to retarget individuals who have shown interest or made a purchase in the past. Customizing your ad further and displaying it according to which customers you're targeting will help you with higher conversion rates.
Who can use LinkedIn Matched Audience?
Here are some instances where you can increase your conversions using LinkedIn Matched audience:
- You can create a Matched Audience with the list of people who have attended your events and reach out to them for further event registrations or to announce an upcoming product upgrade.
- Based on the engagement received, you can create a list of people who viewed at least half of your video or commented on your posts and reach out to them with a personalized ad message.
- If you have a mobile app for purchase, you can create a Matched Audience with people who have installed the app but have not yet made a purchase.
To Create a Matched Audience
You can create a matched audience in two ways:
- Through LinkedIn
- Through Lead Chain
Creating a Matched Audience on LinkedIn
Creating a Matched Audience on Leadchain
To create a matched audience in Lead Chain:
- Click + Create Matched Audience.
- Enter a name for your matched audience.
- Select either User or Company based on your module.
Idea:
- If you're using the Accounts module, it's better to select Company. If you're using the Leads or Contacts module, it's recommended to select User.
To establish a chain between Zoho CRM and LinkedIn Matched Audience
- In the LeadChain module of CRM, click + create new chain.
- Hover over the LinkedIn Matched Audience template and click Setup now. Alternatively, you can also start a new chain by clicking 'Setup' on your own and manually filling in the source and destination fields.
- Name the chain that you're about to create.
- Fill in the source-related information below in the left side of your window.
- Select the CRM module from which you want to send the information.
- Select the tag and campaign associated with the stored information in CRM, if any.
Learn more about lead segmentation - Fill in the destination-related information below in the right side of your window.
- Choose the LinkedIn account you wish to connect to, or click + Add new LinkedIn account to add the account.
- Select the relevant LinkedIn ad account from the list.
- Choose the Matched Audience from the drop-down, or click + Create Matched Audience.
- Click Proceed to Configure.
- Map the fields in LinkedIn Matched audience with the fields from Zoho CRM, such as Name, email address, Job title, and so on.
- Click Save and Publish to publish the chain immediately, or click the drop-down menu and choose Save as Draft to save it as a draft and publish it later.
Note:
- You must map at least one field of customer information from the CRM to your Matched audience.
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