Understanding LinkedIn Audience Retargeting
In the world of digital marketing, there are several strategies utilized to reach potential customers. One of these techniques that has proven particularly effective is LinkedIn Audience Retargeting. It is a marketing strategy on LinkedIn that allows advertisers to target LinkedIn users who have previously interacted with their business.
Retargeting works by tracking users activities on your website, ads, and other platforms, then using this data to show these users specific, targeted ads. These users are the “retargeted audience”. On LinkedIn, retargeting can be particularly effective given the platform’s unique demographic of professionals.
Importance of LinkedIn Audience Retargeting
LinkedIn Audience Retargeting is important because it allows you to reach out to your audience in a more strategic and targeted way, as it focuses on the individuals who’ve shown interest in your product or service. It is a fundamental tool for businesses looking to increase their conversion rates, improve brand awareness, and boost their return on ad spend.
LinkedIn presents a distinctive opportunity for audience retargeting due to its professional nature and the quality of connections made on the platform. The engagement level on LinkedIn is relatively high, with users generally more receptive to relevant business and career-oriented content. This approach facilitates deeper connections with potential customers and clients, fostering higher engagement levels and escalating the rate of conversions.
The Functions of LinkedIn Audience Retargeting
LinkedIn Audience Retargeting operates on a simple yet effective principle: targeting users who have just some interaction with your business, based on their LinkedIn data. This may include users who have visited your website, engaged with your LinkedIn posts or ads, or provided their contact information in some capacity.
Website retargeting
Using website retargeting, LinkedIn allows advertisers to target ads to LinkedIn users who have visited their website. By installing LinkedIn’s Insight Tag on your website, you can track visitors and retarget them with relevant and targeted LinkedIn ads.
Video retargeting
Video retargeting, another feature of LinkedIn Audience Retargeting, gives businesses the ability to target people who viewed their video content on LinkedIn. By advertising more content to users with a proven interest, you have a higher likelihood of fostering engagement and, ultimately, sales.
Lead gen form retargeting
LinkedIn Audience Retargeting also includes a function known as Lead Gen Forms Retargeting. This means that LinkedIn can send targeted ads to users who opened or completed a lead gen form but didn’t convert at the time. It’s a powerful method of re-engaging potential leads, providing additional opportunities to convert these users into customers.
How to Maximize your LinkedIn Retargeting Strategy
Understanding how retargeting works and its many benefits is only the starting point. Next, you need to know how to make the most of the retargeting opportunities provided by LinkedIn.
Relevant content
With retargeting, it’s crucial that the content you’re promoting is relevant to the users you’re targeting. Users who see applicable and helpful ads are much more likely to engage with them. Make sure your content corresponds with the engagements users had with your brand.
Optimize your bid strategy
LinkedIn operates on a second-price auction system. To make the most of your budget, it’s recommended you set reasonable maximum bid amounts and daily budgets that align with your advertising goals.
Monitor and analyze
Continually monitoring and analyzing your campaign’s performance is key. LinkedIn provides detailed analytics on campaign performance, including click-through rates, conversion rates, and other vital marketing metrics. Utilizing these tools will help you revise and improve your retargeting campaigns according to performance.
LinkedIn Audience Retargeting, when implemented correctly, can significantly amplify the effectiveness of your digital marketing efforts. With a keen understanding of your audience, meticulous content creation, strategic bidding, and diligent monitoring, you can leverage LinkedIn Audience Retargeting to achieve your advertising goals.