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Background and purpose
LinkedIn is a great complementary advertising channel to N.Rich ABM. LinkedIn uses its own social network inventory for showing ads whereas N.Rich uses programmatic display and Google display network, so practically even considering the LinkedIn audience expansion there is very little overlap.
The basic use cases for utilizing N.Rich account segments on Linkedin are Intent audiences and generally easier management of target account audiences. Instead of creating and managing account audiences in two places, you can do it only on N.Rich when the sync is enabled.
Use cases
Here are some example use cases for using Linkedin as a complementary channel to N.Rich ABM:
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Running persona-based campaigns to high-intent segments (net new, engaged or hot)
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Generating persona-based form fills from (leads) any segments within N.Rich
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Using N.Rich ABM as a cost-efficient “warm up” channel to the selected accounts and only targeting those that are showing clear intent on N.Rich
How to use N.Rich audiences on LinkedIn
Here’s a short video tutorial on how to use N.Rich audiences on Linkedin:
N.Rich segments become available on Linkedin as Matched Audiences. These can be accessed in two ways:
1) Under the Plan > Audiences menu
2) Campaign Creation Process - Audience Selection
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You can leverage the LinkedIn Matched Audiences created by N.Rich during campaign creation by heading to the Target Audience Selection and opting for either to Narrowing down or exclude your audience. You can then select Audiences → Third party → Third party company and you will see all the audiences created by third-parties in your account including N.Rich.
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FAQ
Question: I made changes to my segment in N.Rich, how long does it take for the changes to propagate to the LinkedIn Matched Audience?
Answer: It may take up to 48 hours for any change in the segment to propagate to the LinkedIn Matched Audience. Changes include the addition or removal of accounts to the segment.