KB 5 - CUSTOM AUDIENCES

Owned by Olena Dopiro (Deactivated)
Last updated: Jan 13, 2022 by Joshua Desmarais
5 min read



Overview

There are multiple ways to build the perfect target audience


  • ICP: Directly from your ICP results on the 'Profile' page you can send the results to 'Custom Audience' to build a list of companies & contacts that are an exact match.
  • Target Companies: If you have a list of companies that are on your sales team's list of targets, you can input those company names into the 'Company Name' field and input the Contacts criteria related to the decision makers at those companies. Excluding Current Accounts: You can also exclude the company names and domains of current accounts to ensure that you are not wasting ad spend on paying customers.
  • Customized: If you have a specific campaign that you want to experiment on a specific audience, you can build the criteria to your liking. If the audience is not yielding the expected the results, you can duplicate the audience and add/remove criteria to further test.



Custom Audience Types



OPTION 1 - Firmographics 

The 'Custom Audience' page is where Target Audience(s) are built for all of Campaigns & Experiments. The  Firmographic Custom Audience consists of (5) Company criteria and (5) Contact criteria...

Companies

  • Industry
  • Revenue
  • Employees
  • NAICS Code
  • SAIC Code

Contacts

  • Lead Location
  • City
  • Job Title (Include)
  • Job Function (Include)
  • Seniority (Include)

You also have the option to limit the number of contacts per company by selecting the Limit Contacts per company flag. If you select this flag, you can define the number of contacts you want from the same company.


OPTION 2 - Technology

Technology Custom Audience consists of (4/5) Company criteria and (5) Contact criteria

Companies

  • Product Group 1 (and Product Group 2)
  • Employees
  • Revenue
  • Industry

Contacts

  • Lead Location
  • City
  • Job Title (Include)
  • Job Function (Include)
  • Seniority (Include)


NOTE:

  • We're using AND logic between all main criteria including Product Group 1 and Product Group 2 (in case it was selected) in the request of Audience creation
  • We're using OR logic between items within 1 criterion in the request of Audience creation

OPTION 3 - Intent Topics

OPTION 5 - Company List

OPTION 6 - Contact List

Please note, for Contact List CSV audiences email is the only parameter we upload to LinkedIn and Facebook to ensure the best targeting. You may see a higher match rate uploading directly to LinkedIn since the channel allows uploading multiple parameters (first name, last name, email) which doesn't have as high of accuracy.

OPTION 7 - Company List - Salesforce from Account View List

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OPTION 8 - Company List - Salesforce from Account list criteria

This option allows you to build your Salesforce Account list using Opportunity or Account report and adding multiple criteria to filter the account list. 

Step 1: Choose Company List from Salesforce snippet.

Step 2: Choose build your own Account list criteria

Step 3: Define criteria to build your Custom Audience.

Step 4: You can further filter your audience by defining criteria for contacts for the generated account list.

Step 1



OPTION 9 - Salesforce Accounts - LinkedIn Native Targeting

This option allows you to build your target account list using Salesforce View and Report and use LinkedIn's vast network of 610 Million users to build your audiences.

Step 1: Choose Salesforce View, New Report or use any of your existing Saved reports from Salesforce snippet.

Step 2: Define criteria to build your Custom Audience.

Step 3: Once this audience is created, please wait for 24-48 hours to get the matched counts of contacts. To note, since this audience type uses LinkedIn's native targeting, no Facebook audience is created.

Step 1


OPTION 10 - Account List CSV - LinkedIn Native Targeting

This option allows you to upload your target account list CSV file and use LinkedIn's vast network of 610 Million users to build your audiences.

Step 1: Upload your CSV file from Library. 

Step 2: Once this audience is created, please wait for 24-48 hours to get the matched counts of contacts from LinkedIn. To note, since this audience type uses LinkedIn's native targeting, no Facebook audience is created.

Step 1

OPTION 11 - DYNAMIC Salesforce Accounts - LinkedIn Native Targeting

Dynamic Audiences is here! Now you can build your target account based audiences using Salesforce View and Report and they will be updated dynamically for LinkedIn. They leverage LinkedIn’s vast network to build audiences, thereby, bringing you the best of both worlds.

Step 1: Choose Salesforce View, New Report or use any of your existing Saved reports from Salesforce snippet.

Step 2: Define criteria to build your Custom Audience.

Step 3: Once this audience is created, please wait for 24-48 hours to get the matched counts of contacts from LinkedIn.  To note, since this audience type uses LinkedIn's native targeting, no Facebook audience is created.

Once the audience has been successfully created on LinkedIn, it will be dynamically updated anytime you update your Salesforce View or Report. 

OPTION 12 - Website Visit - Facebook

OPTION 13 - Website Visit - LinkedIn

Once a Custom Audience is built, you will receive an email that will direct you back to the platform to view the results.

The audiences are automatically uploaded to the channels and the Matched Counts are updated on the Platform. It takes ~24 hours for Facebook and 24-48 hours for LinkedIn to return the matched counts. If your channels were disconnected at the time of audience creation, "check" the box next to the audience name and click 'Upload to Channel' and select Facebook and/or LinkedIn depending on where you intend on targeting this audience.