How does LinkedIn connector work?
LinkedIn supports targeting based on 1st party data known as Matched Audiences. Lattice connector automatically creates this audience from Account and Contact data from a lattice segment.
What's the difference between creating a matched audience in LinkedIn vs. Lattice?
Lattice can combine all 1st party data sources in to a single source of truth. Combine this with AI models, it is a rich data set to create highly targeted audiences.
1. Higher Match Rate leads to Larger Audience Size
LinkedIn's Matched Audiences use Company Name and Domain/Website to match to companies with-in LinkedIn. A higher quality of this data will naturally result in higher match rate and hence larger audience size.
Most of this data is typically captured in a CRM and is not always very clean. This typically leads to lower match rate and lower audience size.
Lattice does advanced matching to match your accounts to D&B. The linkedIn connector uses this high quality data to create an audience in Lattice. Customers using this approach have seen 20% - 40% increase in match rate and audience size.
2. Improves ROI by increase conversions while reducing cost
Matched audiences is very powerful when used with the right set of data. While it is easy to load the target account list as a matched audience, it groups all target accounts as if they are same.
Target accounts are in different buying stage and some might already be a customer. Not filtering out accounts that are not likely to buy leads to less efficient advertising. This takes up advertising budget driving up the cost without producing few useful conversions.
Creating narrow targets that are likely to buy enables maximizing advertising budget while increasing conversion rate - Higher ROI.
3. Saves time and improves productivity
These audiences can be exported and uploaded to LinkedIn manually to create a matched audience. This is time consuming. LinkedIn connector automates the process.
This becomes more complex as the audience data is constantly changing. New accounts and contacts are constantly added to the target audience while some move of of the audience segment (e.g. Prospect becomes a customer, Prospect took an action that makes then ineligible for further advertising). Keeping an audience segment up to date can become a full time job and rarely done manually. Lattice always-on campaigns automates this process.
What ROI results should I expect when using Audiences from Lattice?
This really depends on current practices.
|Current Practice||ROI Ranking|
|Just use LinkedIn targeting data and dont use matched audiences||1|
|Using matched audiences. Audiences usually contain all target accounts and are rarely updated.||2|
|Using matched audiences. Using micro targeted Audiences, but rarely updated.||3|
|Using matched audiences. Using micro targeted Audiences and the audiences are updated regularly (weekly)||4|
Depending on the current practices, your team's results could vary based on current practices. The lower the ranking from the table above, expect higher ROI.
How do I know Lattice Audiences are effective?
It is recommended to do an A/B test between two identical campaigns one using the lattice audience and one with out. See this article for more details on recommendations for running an A/B test.
Make sure that the campaigns are identical in all aspects and just change the audience between the two. Only use the LinkedIn audience in one of them.
Do i have to change my measurement criteria to show value using Lattice audiences ?
No, there is no need to change the measurement criteria.
Industry best practice is always to measure key Marketing objectives e.g. Pipeline, Revenue etc. However, this is not always possible. and the next best alternate is use proxy metrics
|Conversions and Cost Per conversion||
These can be any metric that is measurable e.g. visit to a website, download a whitepaper, a successful filling of a lead form, engaging with a post (sharing, clicking, liking etc.)
Ideally, these conversions over time should move closer towards core business goals e.g. Revenue, Pipeline etc.
|Clicks, Impressions, CTR||
These are next best metrics after conversions. These metrics are readily available from ad platform and gives a sense on how the Ads are performing. Typically higher clicks would mean the Ad is resonating and users are engaging with it.
Warning: More clicks are not always good. An ad with a catchy video, headline, image can get a lot of clicks, but may not impact the underlying business results.