Launching a campaign to LinkedIn, creates a LinkedIn Matched Audience. A LinkedIn Matched Audience can be used in a LinkedIn campaign to target only those Accounts / contacts as defined with-in a Lattice Audience Segment.
Detail for creating campaign can be found here.
Lattice has a new omni-channel launch experience that includes a new redesigned campaign dashboard that shows all the available connections. Each connection has its own launch settings that enables controlling how the campaign is launched to the connection.
Select the LinkedIn connection to launch the campaign. This opens the LinkedIn launch settings that has the options to control what gets sent from Lattice to LinkedIn
The options are self-explanatory. One critical decision is choosing creating an Account or Contact based audience on LinkedIn.
Choosing the Accounts option, creates an accounts based audience on LinkedIn. This type of audience gets the broadest reach. With this option, LinkedIn automatically finds all users who work for these accounts. This audience can be further narrowed with additional criteria such as Job Title, Job Function when launching the campaign on LinkedIn.
Choosing the Contacts option, creates an contact based audience on LinkedIn. This works great when you already have a large enough contacts or leads and want to limit targeting to only these users. Note, the match rates of your contacts depends on the quality of data and contact information that LinkedIn has on these users.
Depending on the situation, there will be situations when the campaign is already tied to an audience and the intention is not create a new campaign, but to reuse the existing campaign. In these situation, Lattice can automatically push the audience segments from Lattice to an existing audience in LinkedIn.
Note: If the audience in Linked was created with outside outside of Lattice, then with this approach the resulting audience will contain audiences that were created outside of Lattice + users from accounts created in Lattice. The recommended best practice is to start with an empty audience so that Lattice can keep this up to sync with the audience in Lattice.
When planning for a new campaign, it would make sense to create a new audience in LinkedIn. The Lattice LinkedIn connector can create an new audience and add the users corresponding to the account directly to this audience. In this case, please select "Create a new List" option.
Launching a campaign in Lattice will automatically create an audience on LinkedIn immediately, but LinkedIn can take 24-48 hours for the audience to be fully populated. LinkedIn media managers can setup their campaigns almost immediately targeting these audiences, but should wait until the audience is fully populated before activating the campaign.
Ever-Green / Always-On Campaigns
Audience segments in Lattice are dynamic - accounts and contacts are being added and removed based on their engagement.
A LinkedIn campaign that is always on and continues to target the accounts that are in the lattice segment would require syncing of accounts/contacts between Lattice and LinkedIn. Now, Lattice automatically can sync with LinkedIn at a recurring either Weekly or Monthly.