What is the chance that a Linkedin user clicks on your ad, becomes a customer, and does so once?
I’m not criticizing your Linkedin advertising skills. Only 22% of website visitors will convert on their first visit. How should a LinkedIn advertiser handle this?
Don’t lose heart with the 98% of users who interact and then disappear. Be persistent.
Retargeting can be a great strategy for finding these Linkedin users and convincing them to interact again with you. They are three times more likely to click on your ads than a cold audience.
Prospects naturally drop at each stage of the buying cycle. Retargeting allows leads through your funnel.
While the power of retargeting is well-known, this article will focus exclusively on Linkedin retargeting. This includes:
- A detailed look at Linkedin’s new retargeting options
- Retargeting Essentials
- Linkedin Retargeting Options for Campaigns
- Best practices for creating Linkedin ads for retargeting audiences
Let’s go!
What are LinkedIn Retargeting Ads?
LinkedIn retargeting advertisements are shown to LinkedIn users that have interacted previously with your brand.
These interactions indicate that users are interested. You can then target retargeting ads to specific users.
Linkedin website retargeting example
Let’s say a user clicks on your Linkedin ad and navigates to a landing page for your website.
Even though they don’t convert they are still aware that you exist. You can use LinkedIn retargeting ads to rekindle their initial interest and give them another chance to convert.
The Insight Tag
LinkedIn uses a ‘pixel’ to track user behavior.
The Insight tag is Linkedin’s pixel. This tag powers conversion tracking, audience tracking, and demographics for every Linkedin ad campaign.
You can easily install the Insight Tag code on your website. The Insight Tag is a simple code that you can install on your website.
Not all website activities can be tracked using the insight tag. To track social media more effectively, you will need Adobe Analytics or Google Analytics installed.
Matched Audiences
Matched Audiences are the second component in Linkedin retargeting.
Matched audiences can be audience segments you create in the Linkedin campaign manager. To retarget users who previously interacted with Linkedin, you can use Matched Audiences.
New Linkedin Retargeting Updates
Perhaps you have noticed some changes in Linkedin retargeting since the summer of 2020. Linkedin previously restricted retargeting with Matched Audiences to website audiences only.
The ability to create videos, lead generation forms, company pages, and event audiences is entirely new.
These Linkedin retargeting updates have one thing in common. They track conversions on-platform and engagement.
Engaged retargeting can be a great way for people to interact with you. The new engagement retargeting options enable Linkedin to directly deliver the retargeting data from the platform.
Engagement retargeting has many possibilities. Here are some:
- Matched Audiences can be more profitable than other audiences and grow quicker than any other type of audience.
- Learn more about Linkedin Engagement to help you create content that is relevant to your customers’ stage.
- Independence from third-party data (I’m also looking at Safari…and Chrome, too).
These Linkedin retargeting options can be used for Matched Audiences. These options are available for Matched Audiences. We’ll be more detailed on them later.
LinkedIn Retargeting Cost
Many clients are interested in learning how retargeting can benefit their business and what Linkedin retargeting costs.
Original Linkedin pilot report (on average), 2,000+ campaign reports:
30% Higher click-through rates (CTR) with Website Retargeting ads
Website Retargeting ads have a 14% lower cost-per-conversion.
Contact targeting results in a 37% rise in CTR
Retargeting is a way to capture lost leads and convert them. Successful Linkedin retargeting campaigns will increase conversion rates and lower the average lead cost (CPL).
How to make Linkedin Ads Retargeting Campaigns
This section will teach you how to retarget users using Linkedin. This section shows you how to set up all the retargeting requirements and how to combine them into a Linkedin ads campaign.
This is the entire process:
- Conversion tracking can be set up-up with the Linkedin insight tag
- Segment your audience with Linkedin Matched Audiences
- Target-matched audiences in a Linkedin ads campaign
1. Install Linkedin pixel
Now you know what the Insight Tag means, how do you add Linkedin conversion tracking on your website?
Conversion tracking can be very important but it is easy and takes just a few minutes.
Find your unique Javascript code
Boogie over to the Linkedin Campaign manager.
Check out the Campaigns tab by clicking the box to the right of the business account.
Select Insight Tag from the Account Assets dropdown.
Navigation: Accounts > Campaigns> Insight Tag
Click on to Install My Insight tag.
Click the button. It will be installed by me.
Install the Linkedin Insight Tag
Linkedin Insight Tag Javascript Code
Click here to install the tag.
Hit I’m done (we’re almost done! )
Scroll down to the end of each page of your domain. Use the global footer
The tag is completed before you click on the “Add Insight Tag Code” button.
To ensure that Insight Tags are correctly installed, you need to check each page.
Is it possible for Linkedin to track conversion tracking? Is it possible?
Go back to the Account Assets to Insight tag. This will be your domain name.
Please wait for up to 24 hours before verifying.
Verified domains appear in the Status column marked as active (green).
Linkedin Website Tracking page
Disclaimer: Step 3.3.5 refers to being friendly with Google.
Set the SameSite attribute as None.
Use the Secure label on your cookies.
It’s possible that you don’t have enough time or patience to explore SameSite features. This request can be sent to a friend or developer near you.
Navigation: Campaigns > Account Assets> Insight Tag Manager > See Tag
You probably were more excited about creating a Linkedin retargeting audience.
2. Build Linkedin retargeting audiences
Retargeting is the second step to creating a retargeting campaign via Linkedin. All your retargeting options can be found on the same page
Login to Linkedin Campaign Management.
Select the account you want to work in.
Select Matched Audiences From the Campaigns Page.
Retargeting audiences navigation: Campaigns > Account Assets > Matched Audiences
Click on Create audience in the right sidebar.
Linkedin Matched Audiences Options
Select the audience you want to build.
To create new audiences, navigate through the flow and click Create.
Note: It can take up to 48 hours to create an audience. If you have trouble recruiting enough members, you can increase the number of URLs of your campaigns. Analyze the results and then decide if you want to learn more about audience size best practices.
It’s that simple. Every audience page is different, so I’ll show you each Matched Audience Targeting option.
Website audience set up
Retarget users who visited your site using Website audience This audience will need the Insight tag
Linkedin retargeting website audience
Name your audience. Use a name that you know.
You can match a URL that …, to add key pages on your website. Multiple links can be added for the same audience.
Pay attention to the page rules
- Equals – This rule will only apply to the URL you have listed. This is a useful option if you wish to restrict subpages. Example: “www.mybusiness.com/home” will not include “www.mybusiness.com/services” or “www.mybusiness.com/home/ex1/. “
- All pages that begin with “www.mybusiness.com” include all pages beginning with your input. Example: “www.mybusiness.com” will also include “www.mybusiness.com/services,” “www.mybusiness.com/blog,” etc.
- The Contains field allows you to choose to enter a word/string. This will allow you to group URLs in a particular pattern. For example, related products, service offerings, or blog topics that share the same keyword/phrase. Example: Entering “Linkedin ads” would include “www.kobedigital.com/blog/linkedin-ads” but not “www.kobedigital.com/blog/linkedin-ad-examples. ” AND/OR – You can use AND retarget people who visit the same URL page and another URL that contains your specified word. OR is a way to group URLs and retarget users who have visited any page listed.
Best practice 1: Think about your ad campaigns. Create audiences that reflect your personalization goals. Bundle URLs can be based on service or product type.
Best Practice 2: Pay attention to volume. Be specific with your audience so you don’t lose too much traffic for retargeting ads.
Create a video audience
Retarget users who viewed a video ad.
Linkedin retargeting video audience
Name the audience.
You have the option to choose your viewing percentage (25, 50%, or 75% respectively).
Select a lookback period (60, 90, 180, or 365 days)
Check the box next to the video campaigns you want to include
Click on Create.
Best Practice 1: Use Linkedin retargeting video to raise brand awareness and support campaign goals
Best Practice 2 – Increase the number of people who see video ads via the Audience Network.
Lead Gen Form audience set up
Retarget people who have completed or opened a lead-generation questionnaire
Linkedin retargeting lead groom the audience
Surprise! Name the audience.
Choose the engagement level. You have two options: have lead generation forms opened by everyone (submissions included) or only those who submitted them
Just like video audiences, you can also indicate the time audience members have used this form. This can range from 30 days up to a full year.
Select the campaign to which you want to retarget.
Best Practice 1: This retargeting option is useful for achieving conversion campaign goals.
Best practice 2: Retarget those who have opened your lead generation form but have not submitted it. You should create a second audience that includes only those who submitted your lead generation form.
Set up Company Page audience
Retarget users that have shown interest in your page.
Retargeting company websites with Linkedin
Name it.
Choose an engagement type. A page view or a click at the header CTA on your company’s Linkedin Page constitutes an engagement.
You have the option to choose how often your audience engages with you, just as lead-gen audiences do. Make.
Event audience set up
This option can be used to: retarget Linkedin Users Who RSVP to Your Linkedin Event It is available for both past and upcoming Linkedin Events
Linkedin retargeting event audience
Name the audience.
Check the boxes next to Event names to include events you are interested in.
Click on Create.
(BONUS) List upload audience up up
This feature can be used to retarget users by uploading a file (usually CSV), with email contacts matched with users on Linkedin. Retargeting will only work if all contacts have engaged with your ads and website in the past.
Linkedin retargeting list audience
Name the audience.
Upload your list (if you need help, more details here).
Click on Create.
Best Practice 1: Upload at least 10,000 email addresses. Unfortunately, you won’t reach everyone on Linkedin.
Best Practice 2: Ensure that your list complies with all applicable privacy laws (e.g. GDPR).
3. In a Linkedin retargeting program, use Matched Audiences
If you don’t already have a Linkedin ads account, you can create one. This section will explain how to add retargeting Matched audiences into a Linkedin advertising campaign.
After you have created your retargeting audience you can use them for any ad format (for example, Linkedin sponsored ads or InMail message retargeting).
Let’s dig a little deeper.
Step 1: Create a Linkedin campaign
Use Campaign Manager to set up the campaign.
Navigation: Linkedin Campaign Manager > Campaigns > Create Campaign
Create a new campaign.
Choose a campaign group.
Select your goal.
Example: Lead generation goal
Step 2: Matched Audience for Campaign
Let’s say you’ve chosen “Lead generation” as your goal. Let’s add an audience to the campaign.
Scroll down and see Who is your target audience?
Targeting audience
Click Audiences > Retargeting
Select from the following options to cater to Matched Audiences – Events, Company Page, Video, and Website.
Choose the Matched Audience type for that type of audience, such as Lead generation audiences.
Finish the campaign setup. In particular, the ad format and placement. Budget, schedule, and bidding information.
Create your ads now and launch your campaign.
Note: It is important to not layer other targeting options on top of your Matched Audience targeting when retargeting campaigns have been used.
Step 3 – Use the best LinkedIn retargeting strategies to create ads
Retargeting ads specifications for Linkedin must align with the ad formats that you wish to advertise with. Ad copy and images should follow certain best practices in advertising.
You can tailor your ad content.
Multiple ad formats can be used.
Always improve and measure.
Feeling tired after all the Linkedin retargeting updates? It’s okay.
It was done! You’re now ready to launch your Linkedin retargeting campaigns.
Conclusion
LinkedIn memberships are growing quickly — 690,000,000 members in Q3 2020.
B2B marketers have been able to benefit from this growth. Many people are open to considering your product or offer for the business.
However, there’s a problem. Linkedin users tend to forget you after a longer sales cycle. Retargeting allows you to shine a spotlight on your business and convinces users to reinvest their time.
You should be able to put the information that you have just learned into practice. It is now time to put this information into action in your own Linkedin retargeting campaign.
It’s worth it! Tell us about it!
