How to Use LinkedIn Website Audience for Remarketing in XPO

LinkedIn Website Audience   is an audience segment that is created based on LinkedIn members who have visited one or more pages of your website that you have tracked using LinkedIn Insight Tag  . You can leverage this audience to track conversions, gather real-time insights into professional demographic segments and content preferences, and dedicate time towards remarketing efforts.

To facilitate this experience, you can also choose to link the XPO tag with the LinkedIn Insight Tag. This process is explained in the below infographic.

Before You Start

1. Link your XPO account to your LinkedIn account.
   
   

2. Enable the LinkedIn Remarketing Pixel in XPO.
   
   

   
   
   
• Learn how to generate remarketing pixels in XPO here.
• Once enabled, the XPO pixel will help work together with your LinkedIn pixel to enhance remarketing efforts.
  
  
3. Embed an XPO Remarketing Pixel onto your company/product website for tracking.
• XPO triggers the LinkedIn tag when a prospect engages with the LinkedIn ad and is redirected to the website with the embedded tags.
• The collected data will be sent to both, XPO and Linkedin for retargeting use.

(1) Create LinkedIn Website Audience in XPO

1. From your account dashboard go to Audience > Audience Segments. Click on +Audience.
   
   

   
   
   

2. Name your new audience segment. Then, select your LinkedIn Ads as your Audience Type , and select Website as your audience sub-type. All information related to your selected source will populate.
   
   
3. Next, select your advertiser (a default advertiser is pre-selected, but you can choose from multiple accounts. Once selected, it cannot be edited without restarting the process).
   
   
   
   
4. Strategize and choose the Rule Groups for your new audience segment. 

• • Adding at least one rule is mandatory and you can also edit the rules at a later stage once saved successfully.
    
    
    
    
  • Customize your website audiences with the different rules and select Matching URL with the below options. 
    
    
    
    

• You can include multiple audience pools within the same segment. All these segments denote the "OR" relationship. To establish an "AND" relationship, you must create separate segments.

MATCHING URL
EQUALS	This rule is used to build audiences when members visit the exact URL on your site. A page that has this exact URL match, is a match on every single character in your URL. Use this for your static URLs for or when you intend to retarget visitors from specific pages. Valid URL required. For example, a visitor might access a URL like https://www.example.com/landingpage.
STARTS WITH	This rule is applied when you have dynamic parameters at the end of your URL. Your audience will build when members visit any page starting with the specified URL. Valid URL required.  For example, a visitor might access a URL like https://www.knorex.com page=1&id=9982251615. In this case, the ID at the end varies for every user. You could still match this page by using https://www.knorex.com page=1 as the URL with pages that start with this URL as your match type.
CONTAINS	This rule is used to build audiences from pages on your site that contain keywords or phrases in the URL. This rule can take any alphanumeric value. When you use contains, you don’t need to add the complete URL.  For example, any URL containing HTTPS or www.knorex.com.

• After saving the new audience successfully, you can view it in the audience segment list and the type will show as LinkedIn-Website.
  
  

  

• You can edit/archive/bulk archive LinkedIn website audience from the audience list.
• You will not be able to share or create lookalike audiences using LinkedIn website audiences.
• The last updated date for the LinkedIn website audience will be shown in XPO.
• These audiences will not have a lookback window and will appear as N/A in XPO.

  
  

• If any edits are made to the audiences in XPO, the changes will reflect simultaneously on LinkedIn as well.

(2) Link The LinkedIn Audience To XPO Ad Group

1. 1. 1. After saving your new audience segment(s), you can link them to all your LinkedIn Ad Groups formats. 
         
         
      2. The +CUSTOM dropdown menu in the ad group form displays all the added LinkedIn website audiences, allowing you to select one or more. 
         • You can narrow down/exclude website audiences.
         • You can select/remove all website audiences.
           
           
           
           
      3. The added audience(s) will be linked to the LinkedIn ad group detail page and will also be shown in the audience segment list.
         • When you share/clone the ad group to another ad account, the linked audience will also be cloned.
         • You can add/remove audience(s) successfully while editing the ad group.
           
           

• If you have an existing website audience directly linked to your LinkedIn Campaign Manager, you can sync and allocate the audiences from LinkedIn into XPO. Learn how to sync LinkedIn Audiences in XPO.