How to use Priority Engine to Enhance LinkedIn Advertising

Priority Engine can boost LinkedIn advertising performance by identifying the accounts and the people who are actively researching solutions in your market to:

  • Expand your target audience: Identify new accounts and contacts who are in-market to buy that you wouldn’t otherwise know about using traditional LinkedIn campaign targeting methods.
  • Focus on the people who care: Target the people on LinkedIn who are actively researching your solutions and are more likely to click on your ads.
  • Tailor your creative to their unique pain points and needs: Target groups of people with similar interests and needs, improving ad response and personalization.

There are two approaches you can take when using Priority Engine to enhance your LinkedIn display campaigns. You have the flexibility to choose the strategy that best aligns with your goals and comfort with LinkedIn Advertising. Regardless of the approach, we recommend you follow these steps to better target and engage with active, in-market prospects.

● Basic Priority Engine Intent-Driven Targeting

For marketers who are new to LinkedIn advertising, have limited time, or want to target every Priority Engine prospect with the same advertising and message, we recommend following the ‘Basic’ approach on a monthly basis.

Step 1. Export your Priority Engine Account List

  • Identify the audience you want to target for your campaign, or work with your Customer Success Manager for guidance on which list to target.
  • Export your selected Priority Engine account list to get those accounts and people researching technologies in your market. You can do this yourself (see the Accessing Weekly or On-Demand Export Settings section of the Manage Exports article for how) or you can ask your Customer Success Manager to send you the .CSV file export for the month.
    • Make sure you include previously exported prospects, as you want to have a large pool of active prospects to target to make your campaigns more effective.

  • Download LinkedIn’s Contact List Template and populate it with your Priority Engine target audience list. Make sure to include email, first name, last name, and company name and save it as a .CSV file. 

    Note: LinkedIn recommends targeting at least 1000 accounts or 300+ matched members to run an active campaign. We recommend exporting from Priority Engine on a monthly basis to ensure you reach a critical mass of accounts or prospects to target. You also have the option to do this weekly or quarterly depending how often you want to change or update your audience pool.

Step 2. Upload your new list into LinkedIn Campaign Manager

  • Navigate to “Matched Audiences” in LinkedIn Campaign Manager

  • Click on “Create audience” and choose “List upload” to add your file to a new or existing campaign.

Step 3. Associate your list to a campaign

  • Add your list to an existing or new campaign.

Step 4. Launch your campaign and start targeting Priority Engine prospects

  • Make sure you give LinkedIn enough time for your audience to build before launching your campaign – this may take up to 48 hours.

Step 5. Repeat on a monthly basis

  • It’s important to note that when you upload the list to Campaign Manager each month, we recommend replacing your existing list with the new list to ensure you are reaching the most active accounts and prospects.

For more details on contact targeting, view the LinkedIn Campaign Manager process here.

Pro Tip: In addition to targeting the active prospects and additional contacts exported from Priority Engine, we also suggest targeting all relevant personas from the accounts displaying intent on the TechTarget network. This approach helps expand your audience pool and ensures you’re not missing any relevant LinkedIn contacts at in-market accounts. Follow LinkedIn’s company targeting approach to take advantage of targeting accounts in addition to the contact targeting option outlined above.

● Advanced Priority Engine Intent-Driven Targeting

For marketers who have experience running multiple LinkedIn ad campaigns and want to target different groups of accounts or prospects based on the specific intent topics, vendors or Entry Points they’re researching, we recommend following this approach on a monthly basis. For best results, this strategy requires multiple display ads with messaging aligned to a specific buyer pain point or interest area.

Step 1. Build your intent lists in Priority Engine

  • To build your multiple intent lists in Priority Engine, you will first need to determine which topics, vendors, and Entry Points you want to align to your ads.

For example, suppose you want to target accounts or prospects by topic with a “ransomware protection” ad and a different group with a “cloud security” ad. In this case, all you would need to do is create separate Account Lists in Priority Engine for accounts or prospects researching Ransomware and Cloud Security.

Intent_Lists.png
Reminder: Prospects who are researching both topics will only appear on one list. You should decide which topic is most important and ensure that this list gets deduping priority. Your TechTarget Customer Success Manager can help you create these lists and correctly set up the deduping order if they do not already exist in Priority Engine. An alternate approach would be to export your entire TAM into one .CSV file and segment the Excel sheet using the Entry Point fields.

Step 2. Export your Priority Engine Account Lists

  • Export your selected Priority Engine account list to get those accounts and people researching technologies in your market. You can do this yourself (see the Accessing Weekly or On-Demand Export Settings section of the Manage Exports article for how) or you can ask your Customer Success Manager to send you the .CSV file export for the month.
    • Make sure you include previously exported prospects, as you want to have a large pool of active prospects to target to make your campaigns more effective.
  • Download LinkedIn’s Contact List Template and populate it with your Priority Engine target audience list. Make sure to include email, first name, last name, and company name and save it as a .CSV file. 
  • Repeat with your remaining desired Account Lists.

    Note: LinkedIn recommends targeting at least 1000 accounts or 300+ matched members to run an active campaign. We recommend exporting from Priority Engine on a monthly basis to ensure you reach a critical mass of accounts or prospects to target. You also have the option to do this weekly or quarterly depending how often you want to change or update your audience pool.

Step 3. Upload your lists into LinkedIn Campaign Manager

  • Navigate to ‘Matched Audiences’ in LinkedIn Campaign Manager.
  • Click on ‘Create audience’ and choose ‘List upload.’

Step 4. Associate your list to a specific campaign

  • Add your list to the specified campaign.

Step 5. Repeat Steps 2 - 4 for every other intent-based ad campaign you are running

Step 6. Launch your campaign and start targeting Priority Engine prospects

  • Make sure you give LinkedIn enough time for your audience to build before launching your campaign – this may take up to 48 hours.

Step 7. Repeat on a monthly basis

  • It’s important to note that when you upload new lists to Campaign Manager each month, we recommend replacing your existing lists to ensure the most active accounts and prospects.

For more details on contact targeting, you can view the LinkedIn Campaign Manager process here.

Pro Tip: In addition to targeting the active prospects and additional contacts exported from Priority Engine, we also suggest targeting all relevant personas from the accounts displaying intent on the TechTarget network. This approach helps expand your audience pool and ensures you’re not missing any relevant LinkedIn contacts at in-market accounts. Follow LinkedIn’s company targeting approach to take advantage of targeting accounts in addition to the contact targeting option outlined above.

 

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