LinkedIn Ad Retargeting: What Marketers Need to Know

Wish to attain hotter prospects on LinkedIn? Are you utilizing LinkedIn retargeting to its fullest potential?

To discover LinkedIn advert retargeting, I interview AJ Wilcox on the Social Media Advertising and marketing Podcast.

AJ is the world’s main skilled on LinkedIn adverts and founding father of B2Linked, a LinkedIn advert company that helps companies drive high-quality leads at scale. He’s additionally writer of the guide, LinkedIn Adverts Demystified, and host of the LinkedIn Adverts Present podcast.

Uncover the demographics you possibly can attain with adverts on LinkedIn and discover 5 methods to achieve prospects and leads with retargeting on LinkedIn.

LinkedIn Ad Retargeting: What Marketers Need to Know featuring insights from AJ Wilcox on the Social Media Marketing Podcast.

Why LinkedIn Adverts vs. Fb Adverts?

It’s troublesome for a B2B firm to drive the fitting amount and high quality of leads with Fb adverts—particularly if they provide a high-ticket merchandise or high-ticket service. Gross sales groups regularly report low-quality leads, that means individuals who don’t have the fitting authority to buy, and the identical factor typically occurs with Google adverts.

LinkedIn adverts, alternatively, allow you to micro-target adverts all the way down to somebody’s function, seniority, firm measurement, and trade, and the adverts are extremely scalable. With a worldwide viewers of 175 million folks talking 32 languages, whether or not you’re in search of CEOs of the Fortune 1000 firms or schoolteachers, mainly anybody who works at a pc is probably going going to be on LinkedIn.


At the moment, folks spend about 37 minutes per day on Fb. Folks spend much less time on LinkedIn (18 minutes per week), however that shorter timeframe truly works in advertisers’ favor as a result of there’s a smaller probability of saturation and advert fatigue. You don’t need to refresh your artistic as soon as every week such as you would possibly on Fb.

One factor to notice is that LinkedIn adverts are costly when in comparison with Fb adverts. AJ says he’s paying $8 to $12 per click on on common so it’s essential to have a excessive lifetime worth; he says something over $15K is a no brainer.

A plus for advertisers is that LinkedIn lets you keep away from serving adverts to as much as 300,000 of your rivals by supplying you with the choice to exclude them out of your audiences. You’ll be able to both manually enter the knowledge or add a CSV file with the corporate names in a single column and their URLs within the subsequent column.

LinkedIn Retargeting Audiences

Till lately, LinkedIn’s retargeting has been restricted to web site retargeting. As well as, LinkedIn retargeting depends on cookies, which is changing into problematic. AJ beneficial utilizing LinkedIn to ship visitors to an internet site after which counting on Fb (and Google) retargeting to nurture prospects as a result of their retargeting recreation was stronger than LinkedIn’s.

Across the starting of 2020, LinkedIn launched occasion retargeting and that opened up a complete class of audiences that may be constructed primarily based on the behaviors and actions of individuals on the platform. As soon as an viewers has not less than 300 folks in it, you possibly can start operating adverts towards it.

The primary two forms of occasion retargeting LinkedIn rolled out have been primarily based on individuals who accomplished a lead gen kind advert and individuals who watched a video.

In the present day, we will additionally goal individuals who visited an organization’s web page and those that work together with a LinkedIn occasion.

LinkedIn Video Retargeting Audiences

LinkedIn video retargeting audiences are primarily based on individuals who watched a selected portion of the video in your advert: 25%, 50%, 75%, and so on.


AJ says the very best use for video advert retargeting is to construct high-level consciousness by telling a narrative you wouldn’t have the ability to talk with 5 downloads of a whitepaper.

For instance, say you will have a set of movies in a sequence. When somebody watches not less than 50% of the primary LinkedIn video, you possibly can add them to a retargeting viewers of people who find themselves proven the subsequent video within the collection, and so forth.

Alternatively, if in case you have a 60-second LinkedIn video advert and the primary half of the advert is all worth and the second half is all pitch, you possibly can construct an viewers to retarget the individuals who watched lower than half of the advert so you possibly can serve your pitch to them.

Lead Gen Kind Adverts Retargeting Audiences

LinkedIn allows you to construct two separate audiences from the individuals who interact along with your lead gen kind adverts: Those that noticed and opened the shape however didn’t fill it out, and those that stuffed out the shape.


To retarget those that opened however didn’t fill out the shape, AJ would possibly serve them the identical advert for a couple of month or strive the same advert with a distinct asset.

Whereas it’s potential to ask for somebody’s title, firm title, firm measurement, trade, and extra, the variety of questions you ask might have an effect on your conversion price. Relatively than asking for as a lot info as potential, AJ recommends asking for the primary title, final title, electronic mail, and LinkedIn profile URL. It’s fast, so it received’t decelerate your conversions, and your gross sales rep can discover out virtually something they want about that individual from their profile.

LinkedIn Firm Web page Retargeting Audiences

Firm web page audiences are precisely what they sound like. They’re constructed from people who find themselves logged into the platform and go to your LinkedIn firm web page for any purpose inside quite a few set timeframes between 30 and 12 months. You’ll be able to even create segments of people that go to your web page primarily based on whether or not they observe your web page.


In contrast to Fb, which provides somebody to an viewers primarily based on their previous actions in the event that they meet your viewers standards, LinkedIn builds your viewers from individuals who go to your organization web page solely after you create your viewers. Which means it’s essential to arrange all the variations you would possibly use now, whether or not you suppose you’ll use them sooner or later or not.

These audiences are precious as a result of somebody who visited your organization web page is extra more likely to think about doing enterprise with you or be desirous about your content material.

To make the most of this, AJ says he would retarget them with one thing extra bottom-of-funnel resembling a demo or an invite to speak to a gross sales agent. If the lead doesn’t convert, he would possibly push them towards one thing like a free webinar, guidelines, or cheat sheet. This might assist him perceive if the individuals who go to his web page are within the high or backside of the gross sales funnel.

LinkedIn Occasion Retargeting Audiences

LinkedIn occasion retargeting lets you add to an viewers anybody who clicks to point curiosity in your occasion. You’ll be able to then retarget them with adverts designed to enhance attendance at your in-person or on-line occasion.

For instance, should you schedule a LinkedIn occasion for a webinar, you possibly can serve that viewers with an advert to remind them of the date and time every week out, after which once more 2 or 3 days out. You can too retarget them with adverts to advertise future occasions.


LinkedIn Dialog Adverts

LinkedIn dialog adverts present up in your target market’s messaging field on LinkedIn, and the expertise is much like a Messenger bot. Your advert asks a query and relying on the recipient’s reply, the messaging continues primarily based on the logic tree of responses you’ve created.

“… … Hey, are you coming to this occasion?”

In the event that they click on on the Sure button, your advert will present the dot dot dot animation that appears like somebody’s typing, after which,

“… … Nicely, hey, come go to our sales space. We’ve bought some cool swag for you.”

In the event that they click on on the No button, then,

“… … Cool. Perhaps you’d prefer to attend this webinar subsequent week. We’re overlaying a variety of the stuff that’s going to be lined on the convention.”

At the moment, these adverts are constructed inside LinkedIn’s platform so that they don’t require any third-party instruments, which is nice information. The dangerous information is that the interface isn’t very intuitive. AJ says that his group can construct a LinkedIn message advert in 5 minutes however a dialog advert takes them about 35 minutes.

Key Takeaways From This Episode:

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What do you suppose? What are your ideas on LinkedIn’s retargeting options? Please share your feedback beneath.

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