Add LinkedIn Destinations for Audiences

Context

From Demandbase, you can send Accounts and People Audiences to LinkedIn Campaign Manager. In LinkedIn, the Demandbase Audiences appear as Matched Third-party Audiences.

Important: Records are matched by LinkedIn. See LinkedIn’s article on How to Get the Best Match Rates From Your LinkedIn Ads List Uploads.

When adding LinkedIn as the Destination for an Audience with Orchestration, you can select one of the following actions to define how you want the new Audience to be created and used in LinkedIn:

• Create New: Creates a new Audience in LinkedIn to use in your campaigns.
• Create New And Replace: Creates a new Audience in LinkedIn to use in place of an Audience you are currently using in your LinkedIn campaigns. 
• Use Existing: Allows you to select an Audience in LinkedIn to overwrite. You can only select Audiences in LinkedIn that were created using the Demandbase LinkedIn Integration that are not actively syncing to a Demandbase Audience. 

Tip: If you need to update the Destinations added for an Audience, you must first Deactivate it from the Scheduler tab. Be sure to Activate the Audience after saving your changes to resume syncing.

Prerequisites/Preparation

You must have Admin privileges or be assigned to a permission set with the required access to use Orchestration.

You must have the Demandbase Orchestration or Advertising solution to create more than three Audiences.

Demandbase LinkedIn Integration.

Steps: Create New

1. From the left navigation bar, go to  Orchestration > Audiences.
2. Click Create New to create a new Audience or click the name of an existing Audience.
3. Click the Destinations tab and click the plus icon.
   
4. In the Add Destination window, click LinkedIn.
5. In the Create LinkedIn Destination window, select Create New and enter the following:
   • New Audience Name: Enter a name for the new Audience.
   • LinkedIn Ad Account: Select the LinkedIn Ad Account to use for the Audience. All Ad Accounts set up in the Integrations section of Settings are available in the drop-down list.
     
6. Click Create. 

Outcome: Create New

Demandbase adds LinkedIn as a Destination for the Audience and creates a new Audience in LinkedIn for you to use in your LinkedIn campaigns.

Steps: Create New and Replace

1. From the left navigation bar, go to  Orchestration > Audiences.
2. Click Create New to create a new Audience or click the name of an existing Audience.
3. Click the Destinations tab and click the plus icon.
   
4. In the Add Destination window, click LinkedIn.
5. In the Create LinkedIn Destination window, select Create New And Replace and enter the following:
   • New Audience Name: Enter a name for the new Audience.
   • LinkedIn Ad Account: Select the Ad Account to use for the Audience. All Ad Accounts set up in the Integrations section of Settings are available in the drop-down list.
   • Audience To Replace: Select the existing Audience in the selected Ad Account to replace.
     
6. Click Create. 

Outcome: Create New and Replace

Demandbase adds LinkedIn as a Destination for the Audience and creates a new Audience in LinkedIn to use in place of the existing Audience you are currently using in your campaigns. Demandbase does not delete the Audience you chose to replace in LinkedIn and you can continue to access it from the LinkedIn Campaign Manager.

Steps: Use Existing

1. From the left navigation bar, go to  Orchestration > Audiences.
2. Click Create New to create a new Audience or click the name of an existing Audience.
3. Click the Destinations tab and click the plus icon.
   
4. In the Add Destination window, click LinkedIn.
5. In the Create LinkedIn Destination window, select Use Existing and enter the following:
   • LinkedIn Ad Account: Select the Ad Account to use for the Audience. All Ad Accounts set up in the Integrations section of Settings are available in the drop-down list.
   • Audience To Replace: Select the existing Audience in the selected Ad Account to overwrite with the newly created Audience members.
     
6. Click Create. 

Outcome: Use Existing

Demandbase adds LinkedIn as a Destination for the Audience and overwrites the Audience you selected in LinkedIn.

Next Steps

Click the Scheduler tab to schedule and activate the Audience to start syncing the accounts or people that meet the Selector criteria to LinkedIn. The first sync takes between 24 and 48 hours to complete and subsequent syncs run nightly. 

Tip: You can remove Destinations for Audiences set to Inactive. To remove a Destination, click the Delete icon .

After the first sync finishes, the Destinations tab shows a dashboard with information about the Audience's status and metrics.

The dashboard shows the following information:

• Status: The Audience’s current status. Statuses include:
  • Active: The Audience is active and successfully synced during the last attempt.
  • Pending: The Audience is active and is currently syncing for the first time.
  • Scheduled: The Audience is active and scheduled to sync.
  • Inactive: The Audience has never been activated or has been deactivated.
• Last Sync: The number of accounts or people that were added or removed from the Audience during the last sync.
• 7-Day Match Rate: The percentage of accounts or people synced to LinkedIn that were matched in LinkedIn over the last seven days.
• Demandbase Audience Over Time: The number of accounts or people that meet the Selector criteria and the change in Audience size over the last 30 days. Click the right arrow icon  to show this section.