In B2B marketing, low match rates often occur when uploading contact lists to LinkedIn ads due to reliance on work emails, while most people use personal emails for LinkedIn. An experiment was conducted to find a way to maximize the match rate.
The process involves downloading a template CSV from LinkedIn ads, which has 7 fields you can use:
- First Name
- Last Name
- Job Title
- Company
- Country
- Google Advertising ID
A list of contacts was pulled with the first 6 fields and uploaded 5 times, each time removing a different field to assess the new match rate. The results were as follows:
- Fields 1 - 6 = 75% match rate
- Fields 1 - 5 = 55% match rate
- Fields 1 - 4 = 45% match rate
- Fields 1 - 3 = 30% match rate
- Just work email = 5% match rate
The findings suggest that the more fields used, the better the match rate. Relying solely on work email is not sufficient; it's crucial to maximize the amount of data fed into LinkedIn ads. Tools like Clay can be useful in matching the LinkedIn contact list template to the fields you want to enrich. The Google Advertising ID field was not tested due to limited data access.
