Push RollWorks Audiences to LinkedIn

There are two different ways to use RollWorks data to target LinkedIn members with advertising campaigns. 

  1. Launch and manage LinkedIn campaigns directly within RollWorks. This is limited to Sponsored Content Single Image ads only. If you prefer this method jump to this article.
  2. Push your RollWorks Audiences to LinkedIn: Sync Account Lists and Groups to LinkedIn and launch campaigns directly through LinkedIn Campaign Manager. Continue reading to learn more.

 Do you need help deciding which option is right for you?

Learn more about the benefits and features of both options and choose the right one for you in this help center article.

 

Features Supported

Feature Type Supported & Limitations

Types of Audiences

✅ RollWorks Account Lists

✅ RollWorks Account Groups

🚫 You cannot push RollWorks Website Audiences

🚫 You cannot push RollWorks Contact Lists

Ad formats

✅ Use all available LinkedIn ad formats, including sponsored content single image ads, carousel ads, video ads, single job ads, event ads, lead generation forms, etc.

Audience filter options

Target RollWorks Account Lists and Account Groups and layer any native LinkedIn target options, for example:

  • Job Experience: Job Title, Function, Seniority, Member Skills, Years of Experience.
  • Interests: Member Interests, Member Groups.

Reporting

Measure your LinkedIn campaign performance directly in LinkedIn Campaign Manager.

🚫 You cannot view LinkedIn campaign ad performance and reports directly on the RollWorks platform.

Multiple LinkedIn Ad Accounts

Push your RollWorks audiences to multiple LinkedIn Ad Accounts:

  • 1 RollWorks Account to many LinkedIn Accounts.
  • Many RollWorks Ad Accounts to 1 LinkedIn Ad Account.

Billing and Media Credits

✅ Bill your LinkedIn campaign spend directly through LinkedIn.

Use your LinkedIn prepaid media credits towards your LinkedIn campaign spend.

🚫 You cannot bill your LinkedIn campaign spend through RollWorks. 

🚫 You cannot use your RollWorks Media Credits towards your LinkedIn campaign spend.

 

Who can access

To Push RollWorks audiences to LinkedIn you will need:

Your Package LinkedIn Integration
Standard Advertising Not Included
Advanced Advertising Not Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not Included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.

 

Before you start

You must complete the following before you push your first RollWorks audience to LinkedIn:

  1. You must connect your RollWorks account to your LinkedIn Ad accounts by completing the instructions in this LinkedIn Integration guide.
  2. You must have at least one RollWorks Account List created and ready to use.
  3. Keep in mind that the list you send over to LinkedIn must result in at least 300 matched LinkedIn profiles.

 

How to push Audiences to LinkedIn

Watch this 2-minute video to learn how pushing RollWorks Audiences to LinkedIn works or follow the step-by-step instructions below.

  1. Log in to RollWorks and navigate to Audiences > Account Lists.
  2. Click the name of the specific Account List that you want to push to LinkedIn as your Audience. In the example below the Account List is called 'New Prospects' and has a total of 5,100 accounts.
  3. Click Destinations.unnamed (1).png
  4. Select one LinkedIn Ad Account from the dropdown menu. This is the Ad Account you want to push this RollWorks Audience to. In the example below we selected the Destination called LinkedIn (Business Unit A) to push our Account List called New Prospects.
  5. Select all the Account Groups within this Account List that you want to push to LinkedIn and click Continue. In the example below we selected the Account Groups ‘All Accounts’ and Strategic to push them to the selected destination.Push account groups to linkedin.png
  6. Review the Account Groups and Ad Account destinations to confirm they are correct and click Push to finish.Push.png

You are done! The audiences pushed to LinkedIn for the first time may take 24-48 hours to be available in your LinkedIn account. Your Account List in RollWorks will indicate if it is being used to send data to LinkedIn by displaying the LinkedIn logo under ‘Destinations’. After the first sync, lists are refreshed every 24 hours. 

To view, the full list of your RollWorks Audiences synced over to LinkedIn and their status click Destinations.unnamed (2).png

 

Find your RollWorks Audiences in LinkedIn Campaign Manager

Screen Shot 2023-01-12 at 10.19.09 AM.png

  • The resulting list will include all audiences synced from a third party. Use the column Source to find the Audiences synced from RollWorks vs other sources.

Screen Shot 2023-01-12 at 10.23.39 AM.png

  • When a RollWorks Account List/Group is pushed to LinkedIn it will take between 24-48 hours to match all possible LinkedIn member profiles. During this time the Status on LinkedIn will show as Building.

Screen Shot 2023-01-12 at 10.42.05 AM.png

  • When the Account List/Group has completed the matching process the Status will change to Ready.

Screen Shot 2023-01-12 at 10.53.01 AM.png

  300 matched LinkedIn members are required

If an Account List/Group pushed to LinkedIn results in less than 300 matched LinkedIn Profiles you will see an alert and will not be able to use this audience in a campaign until it reaches 300 members. If you encounter this issue, go back to RollWorks and adjust your Account List logic to expand reach.

matched <300.png

  • Click the name of the RollWorks Account List/Group in Ready Status that you want to add to a campaign.

Screen Shot 2023-01-12 at 10.53.01 AM.png

  • On the next screen, you will see how many companies within your Account List/Group were matched companies page on LinkedIn. You may see a slight discrepancy between the number of companies in this list and the number of Accounts in RollWorks, this is due to the dynamic nature of Account Lists and the 24-hour daily sync to LinkedIn.

Screen

Screen

 

Status of Audiences synced to LinkedIn

To view a list of RollWorks Audiences synced to LinkedIn, the number of accounts on each audience, the status of the sync, and the LinkedIn Ad Account they are being pushed to follow the instructions below:

  1. Log in to RollWorks and navigate to Audiences > Account Lists.
  2. Click the name of the specific Account List that you want to push to LinkedIn as your Audience. In the example below the Account List is called 'New Prospects' and has a total of 5,100 accounts.
  3. Click Destinations.
  4. The following Destination page will open including your RollWorks Account Groups pushed to your destination LinkedIn Ad accounts.

Screen Shot 2022-10-06 at 4.23.36 PM.png

Here you can take the following actions:

Action Description

Stop Pushing

Pause the daily sync between this RollWorks audience and LinkedIn. This RollWorks audience will continue to be available on LinkedIn, but will not be refreshed daily, based on changes in the RollWorks Account Lists and Groups.

Resume

Restart the daily push between this RollWorks audience and LinkedIn. This RollWorks audience push will happen at 8am UTC.

Remove

Completely disconnect this Audience from LinkedIn. You will no longer see the Audience listed within the ‘Manage Push Audience’ table within RollWorks but you will continue to see RollWorks Audience in your LinkedIn Ad account. If you wish to restart the sync, you will have to set up the Audience sync again.

The table below displays all the possible statuses in RollWorks and its corresponding LinkedIn status for the Audiences you sync over to Linked In:

rw-green-mark (4).pngStatus in RollWorks LinkedIn_logo_initials.png Status in LinkedIn Description
Screen Shot 2022-10-06 at 4.21.25 PM.png  'Building' The audience push was initiated from RollWorks and it may take 24-48 hours to be available in your LinkedIn account.
Screen Shot 2022-10-06 at 4.21.31 PM.png  'Ready' or 'Updating' The audience has been successfully pushed from RollWorks to LinkedIn and is available on LinkedIn to be used. The date displayed is the date of the last sync.
Screen Shot 2022-10-06 at 4.19.36 PM.png  'Failed'

The audience was scheduled to be pushed in the last sync but failed to reach LinkedIn due to:

  • The audience size exceeds the limit of 10,000 accounts.
  • There is a temporary system issue between RollWorks and LinkedIn.

RollWorks will attempt to push again audiences in the 'Out of Sync' status the following day at 8 am UTC when the daily sync is scheduled.

Screen Shot 2022-10-06 at 5.01.00 PM.png 'Archived' or 'Expired'

The audience may have stopped syncing for one of the following reasons:

  • The daily push was stopped by a user by clicking 'Stop pushing'. Click the tooltip to learn who stopped it and when it was stopped.warning 2.png
  • The associated LinkedIn audience is set in an 'Archived' or 'Expired' state on LinkedIn.
      • 'Archived' = LinkedIn audience not used in any draft/live campaigns in the last 30 days in LinkedIn.
      • 'Expired' = LinkedIn audience not used in any draft/live campaigns in the last 30 days in LinkedIn.
  • There is a system issue with the RollWorks<>LinkedIn Integration:
    • The associated LinkedIn Ad Account is disconnected.
    • The user lost access to the LinkedIn Ad Account.
    • The user LinkedIn's access was revoked.

 

Common Audience Sync Issues

Issue How to troubleshoot

Less than 300 matched LinkedIn profiles

Screen Shot 2022-10-06 at 4.13.48 PM.png

 

Adjust this Account Group to increase your audience size and meet the minimum limit requirements. That applies both to 300 accounts in the RollWorks Account List and 300 matches in LinkedIn.

Over 25 million matched LinkedIn profilesScreen Shot 2022-10-06 at 4.30.59 PM.png

Adjust this Account Group to reduce your audience size and ensure you don't surpass the maximum limit requirements.

 

Screen Shot 2022-10-06 at 4.16.44 PM.png

To use this Account Group on Linkedin you will need to:

  • Go to LinkedIn and add this Account Group to any draft or active Campaign on LinkedIn.
  • Go to RollWorks and resume the sync by clicking 'Resume'.

The associated LinkedIn Ad Account is disconnected

Screen Shot 2022-10-06 at 4.25.31 PM.png

You will need to contact your LinkedIn account administrator to gain access to this specific LinkedIn Ad account.

The LinkedIn permission of the user who authenticated the RollWorks<>LinkedIn integration has been revoked.

Screen Shot 2022-10-06 at 4.26.16 PM.png

Go to RollWorks > Settings > Integrations > LinkedIn and restart the Integration between Linkedin and RollWorks, you will need to re-authenticate.

 

Push RollWorks Audience to LinkedIn FAQs

What happens with the audiences that are being pushed to LinkedIn once I terminate the LinkedIn integration?

They will remain in your LinkedIn account however, you will not be able to update or add new audiences.

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