LinkedIn - How to Target ML Audiences on LinkedIn

Through ML Platform, identify and prioritize the accounts that matter the most, then sync to your LinkedIn Campaign Manager to seamlessly target and measure the same accounts across all channels.

What You Need

1. Access to the Madison Logic Platform

2. LinkedIn authenticated account in MLP (See here for details on how to connect your LinkedIn account in MLP)

3. Active Madison Logic Program (Content Syndication & Display)

Steps: Sync your ML Audiences to LinkedIn

Once your ML team has set up your audiences for syncing to LinkedIn, head to the ML Platform.

1. Click on Manage Integrations under the User Menu dropdown

   

2. Click Matched Audiences on the LinkedIn tile. If your LinkedIn tile says Connect, follow the authentication instructions here

   

3. Here, you will see all of your LinkedIn enabled ML audiences, along with the following information:

   

   • ML Program: Name of the ML program where your audience is being targeted. This will match the name in MLP ‘Programs’.

   • Target Accounts: The total number of target accounts in your ML Audience.

   • LinkedIn Status:

     • Blank: Audience has not yet been sent to LinkedIn.

     • Building: Audience is building in LinkedIn, this process can take up to 48hrs.

     • Ready: Audience has built and is ready to target in LinkedIn.

   • LinkedIn Audience Name: Name of your audience in LinkedIn. This is pre-populated with the ML name and can be edited.

   • LinkedIn Ad Account: LinkedIn Ad account destination for your audience

4. Use the Search and/or Filters to locate your audience. If you don’t see your audience, contact your ML team.

   

1. To send your audience:

   

   • (1) Review your LinkedIn Audience Name and make any edits as needed

   • (2) Select which LinkedIn Ad Account to send your audience to

   • (3) Hit Save

2. Once saved, the LinkedIn status will switch to ‘Building’ and your audience will appear in your LinkedIn Campaign Manager.

   

    

   • After the first sync, audiences take up to 48hrs to build in LinkedIn

3. Once building in LinkedIn is complete, the status will switch to ‘Ready’ and you can access the following information in your Matched Audiences page in MLP

   • No. of Active Campaigns: Number of LinkedIn Campaigns targeting your ML Audience in LinkedIn. Click to see a breakdown of each campaign, status, IDs and dates.

     

   • Audience Count: Total member count for your audience in LinkedIn

   • Match Rate: Percentage of target accounts for your audience that were matched in LinkedIn

   • Last Modified: The date the list was last modified by a user or when the segment was updated by ML.

   • Last Sync Time: Last sync date and time for your audience.

4. Whilst your ML program is live, target account list changes will automatically sync to LinkedIn. Updates to your audience take up to 72hrs to reflect in LinkedIn.

Steps: Target your ML Audience on LinkedIn

Once your ML audiences have been sent to LinkedIn, you’re ready to setup your LinkedIn campaigns.

1. When building your LinkedIn campaign, go to Audiences → Third Party → Third Party Company

2. Here, you will see all of your ML audiences

   

    

3. Don’t forget to: 

   1. Disable ‘Audience Expansion’. If you don’t uncheck the box you will reach accounts that are not on your target account list. MLP only reports on accounts in your target account list. 

      

   2. Disable ‘LinkedIn Audience Network’ to focus your ads on LinkedIn’s platform. 

   3. Add a start and end date to your campaign. Once integrated, your Madison Logic Program will estimate potential reach (impressions) and delivery (spend). 

      

4. Continue setup and launch for your LinkedIn campaigns.

That’s it! You’re done. All measurement will automatically pull into the corresponding ML program in MLP, and target account lists changes will sync to LinkedIn throughout the duration of your ML program.