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 within a Lattice Audience Segment.
Detail for creating campaign can be found here.
Lattice has a new omnichannel 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
Users have the ability to Launch an Audience of Accounts or Contacts. Here is our guidance on when you should launch one over the other.
- Launching Accounts: Users should launch a list of accounts when broad reach in LinkedIn is desired. When a list of accounts are sent, LinkedIn will find all users who work for the target accounts and add them to the audience. Users can conduct additional segmentation in the LinkedIn Audience Manager with additional criteria such as Job Title, Job Function, etc.
- Launching Contacts: Users should launch a list of contacts when there are a sufficient number of 1st party accounts and want to limit targeting to only those contacts. The match rate in LinkedIn will depend on the quality of data and contact information that you have in the CDP.
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 Daily, Weekly or Monthly.