A Quick Lesson on Retargeting on LinkedIn

Retargeting can be a powerful tool when it comes to growing your target market. What is retargeting? Retargeting is a paid ad method that targets people who have visited your site after they leave your site. This method allows you to reach the 97% of website visitors who aren’t ready to buy on their first visit to your website. B2B companies often find retargeting on LinkedIn to be an effective way to boost their campaign and reach their target audience. In today’s blog, we’re giving a quick lesson on how to retarget on LinkedIn like, well, a professional!

Website Retargeting

The first step is to set up your Insight Tag. The Insight Tag tracks conversions, retargets, and gives real-time insights on your website visitors’ professional traits. To set up your Insight Tag, sign into your Campaign Manager tool on LinkedIn and find the correct account name. Then, hover over the Account Assets menu and select Insight Tag on the dropdown. Select Install Insight Tag and then choose “I will install the tag myself” to see the tag code. Next, copy the entire Insight Tag code on the pop-up window then click “I’m Done.” You will then add the JavaScript code to every page on your domain. LinkedIn suggests adding the code just before the end of the <body> tag in the global footer. (This suggestion is one of two best practices for using the Insight Tag.) If you’re using a WordPress based site, you can install the Insight Tag using one of several available widgets for that purpose. Once LinkedIn receives the signal from the tag, your domains will appear under the Insight Tag tab. LinkedIn also advises using just one partnerID or Insight Tag per domain as a best practice for this tool. 

After 24 hours, it’s time to see if your Insight Tag is working. A green dot will appear next to domains that are in working order. Now it’s time to start the retargeting process. Let’s say you want to retarget people who have visited a landing page to sign up for a newsletter. On the tool, you’ll enter “newsletter” under type then select the “Contains” option. The tool will then generate a list of visitors from that page. You can then further define your audience using the Match tool. For instance, you might want to include only people who visited multiple pages on your site or people who visited at least one or more pages. 

Pick the audience that most aligns with your campaign objectives. Is your goal to retarget from a video ad or from a lead generation form? If you plan to retarget from a video lasting less than 30 seconds, set your option for viewers who watched at least 50% of the video. Select 25% completed for videos lasting longer than 30 seconds. To generate new leads from a lead generation form, retarget only those who opened the form. To nurture current leads, retarget those who submitted the form. 

LinkedIn’s Retargeting Best Practices

Choose at least one active campaign for retargeting. Retargeting old campaigns can actually decrease your audience size over time. 

Use an A/B test to define the right lookback window that is most effective in reaching your in-market audience. A lookback window is the number of days between when a prospect clicks on your ad and when they convert on your website. For instance, if someone clicks on your ad on January 15 and requests an appointment from your site on January 30 they have fifteen days between their click and conversion. If your lookback window is set for 30 days, their request will be counted as a conversion from the ad. If they click on the ad on January 15, but don’t request an appointment until March 1, they would not be counted as a conversion from the ad because they are outside the 30 day lookback window. 

Check on your audience after 48 hours. By now, your audience has had time to populate and will continue to grow as your ad engagement increases.

Overwhelmed by retargeting and other steps it takes to reach and engage new audiences? We can help you with that. Learn more about how we can add Momentum to your website and your social media marketing strategy by requesting a free 30-minute consultation.