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LinkedIn remarketing: A Complete Guide

LinkedIn remarketing

LinkedIn remarketing is a form of online advertising that allows businesses to target people who have already interacted with their brand on LinkedIn or their website. It involves using data from previous interactions to show tailored ads to these individuals, which can improve the chances of conversion. LinkedIn remarketing typically involves the use of a tracking pixel or tag to collect data, which is then used to create target audiences for ads. This form of advertising can be useful for B2B businesses looking to reach decision-makers and professionals in their industry.

How does LinkedIn remarketing work?

LinkedIn remarketing works by using a tracking pixel or tag to collect data on people who have interacted with your business on LinkedIn or your website. When someone visits your website, the tracking pixel is triggered and collects information such as their LinkedIn profile information, website behavior, and other data points. This data is then used to create a custom audience or retargeting list that can be used to show tailored ads to these individuals.

Once a custom audience has been created, businesses can use LinkedIn’s Campaign Manager platform to create and manage their ad campaigns. There are several ad formats available for LinkedIn remarketing, including sponsored content, sponsored InMail, and dynamic ads.

1. Sponsored content ads

Sponsored content ads are native ads that appear in the LinkedIn feed of the targeted audience. They can include images, videos, and other multimedia, and are designed to look like regular content on the platform.

2. Sponsored InMail ads

Sponsored InMail ads are personalized messages that are sent directly to the LinkedIn inbox of the targeted audience. These ads can be used to deliver customized offers, promotions, and other marketing messages to the audience.

3. Dynamic ads

Dynamic ads are personalized ads that use data from the targeted audience to create custom content for the ad. This can include personalized images, headlines, and calls to action, which can be more effective in capturing the attention of the audience.

By using LinkedIn remarketing, businesses can reach people who have already shown an interest in their brand, which can increase the chances of conversion. They can also create more targeted and relevant ads that are more likely to resonate with the audience, which can improve the overall performance of their advertising campaigns.

What are the benefits of LinkedIn remarketing?

LinkedIn remarketing offers several benefits for businesses that want to reach their target audience and improve the effectiveness of their advertising campaigns. Here are some of the key benefits of LinkedIn remarketing:

Reach people who have already shown an interest in your brand:

By using data from previous interactions, businesses can create a custom audience of people who have already engaged with their brand. This can include people who have visited their website or engaged with their content on LinkedIn. By targeting these individuals with tailored ads, businesses can increase the chances of conversion and drive more leads and sales.

More targeted and relevant ads:

LinkedIn remarketing allows businesses to create more targeted and relevant ads that are designed to resonate with the audience. By using data from previous interactions, businesses can create ads that are tailored to the needs and interests of the audience, which can improve the overall performance of their campaigns.

Improved conversion rates:

LinkedIn remarketing can help improve conversion rates by targeting people who are more likely to convert. By showing ads to people who have already shown an interest in your brand, businesses can increase the chances of conversion and drive more leads and sales.

Higher ROI for advertising spend:

By targeting a custom audience and creating more targeted and relevant ads, businesses can improve the overall ROI of their advertising spend. LinkedIn remarketing can be a cost-effective way to reach a highly engaged audience and drive more conversions.

Better insights and optimization:

LinkedIn Campaign Manager provides detailed reporting on ad performance, which allows businesses to optimize their campaigns based on data. By analyzing metrics such as click-through rates, conversion rates, and cost per conversion, businesses can improve the effectiveness of their ads and drive better results.

In summary, LinkedIn remarketing offers several benefits for businesses that want to reach their target audience and improve the effectiveness of their advertising campaigns. By using data from previous interactions, businesses can create more targeted and relevant ads that are designed to resonate with the audience, which can improve the overall performance of their campaigns and drive more leads and sales.

Who should use LinkedIn remarketing?

LinkedIn remarketing is most beneficial for B2B businesses that want to reach decision-makers and professionals in their industry. If your business targets a specific audience, such as executives, HR managers, or sales professionals, then LinkedIn remarketing can be an effective way to reach them.

LinkedIn is a professional networking platform that attracts a highly engaged audience of business professionals, which makes it an ideal platform for B2B marketing. LinkedIn remarketing allows businesses to target people who have already shown an interest in their brand, such as website visitors or people who have engaged with their content on LinkedIn.

Here are some examples of businesses that could benefit from LinkedIn remarketing:

Technology companies:

Technology companies that target IT professionals or decision-makers in their industry can use LinkedIn remarketing to reach this audience. They can create custom audiences of people who have visited their website or engaged with their content on LinkedIn, and show them tailored ads that are designed to resonate with their needs and interests.

Consulting firms:

Consulting firms that target specific industries or job functions can use LinkedIn remarketing to reach decision-makers in those areas. They can create custom audiences of people who have engaged with their content on LinkedIn, and show them ads that highlight their expertise and services.

Recruiting firms:

Recruiting firms that specialize in hiring for specific industries or job functions can use LinkedIn remarketing to reach candidates who have already shown an interest in their brand. They can create custom audiences of people who have visited their website or engaged with their content on LinkedIn, and show them ads that promote their job opportunities and services.

In summary, LinkedIn remarketing is most beneficial for B2B businesses that want to reach decision-makers and professionals in their industry. If your business targets a specific audience, such as executives, HR managers, or sales professionals, then LinkedIn remarketing can be an effective way to reach them.

How do I set up LinkedIn remarketing?

Setting up LinkedIn remarketing involves a few key steps:

Step 1: Install the LinkedIn Insight Tag:

The first step in setting up LinkedIn remarketing is to install the LinkedIn Insight Tag on your website. This is a tracking pixel that allows you to collect data on people who visit your website. You can create a LinkedIn Insight Tag by going to the “Insight Tag” tab in your LinkedIn Campaign Manager account and following the instructions provided.

Step 2: Create a custom audience:

Once you have installed the LinkedIn Insight Tag, you can create a custom audience of people who have visited your website. To do this, go to the “Matched Audiences” tab in your LinkedIn Campaign Manager account and select “Website Demographics”. From here, you can create a custom audience based on website visitors who meet certain criteria, such as job title, industry, or company size.

Step 3: Create an ad campaign:

Once you have created a custom audience, you can create an ad campaign that targets this audience. To do this, go to the “Campaign Manager” tab in your LinkedIn account and select “Create Campaign”. From here, you can select the ad format you want to use, such as sponsored content, sponsored InMail, or dynamic ads.

Step 4: Set targeting and budget:

When creating your ad campaign, you can set targeting criteria such as job title, industry, or company size to ensure that your ads are shown to the right audience. You can also set a budget and bid for your ads to control how much you spend on each click or impression.

Step 5: Launch your campaign:

Once you have set up your ad campaign, you can launch it and monitor its performance using the reporting tools provided in LinkedIn Campaign Manager. You can analyze metrics such as click-through rates, conversion rates, and cost per conversion to optimize your campaigns and improve their effectiveness over time.

Setting up LinkedIn remarketing involves installing the LinkedIn Insight Tag on your website, creating a custom audience based on website visitors, creating an ad campaign that targets this audience, setting targeting and budget criteria, and launching your campaign. By following these steps, you can reach a highly engaged audience of business professionals and drive more leads and sales for your business.

How much does LinkedIn remarketing cost?

The cost of LinkedIn remarketing can vary depending on a number of factors, such as your targeting criteria, bid strategy, and budget. Here are some of the key factors that can impact the cost of LinkedIn remarketing:

1. Targeting criteria:

The more specific your targeting criteria, such as job title, industry, or company size, the higher the cost of your ads may be. This is because the audience size will be smaller and more targeted, which can result in a higher competition and higher bid prices.

2. Bid strategy:

LinkedIn uses an auction-based system to determine the cost of ads, which means that you will need to set a bid price for each click or impression. The higher your bid price, the more likely your ad will be shown to your target audience. However, a higher bid price can also result in higher ad costs.

3. Budget:

Your overall budget will also impact the cost of LinkedIn remarketing. The more budget you have, the more ads you can run and the more likely you are to reach your target audience. However, a larger budget can also result in higher ad costs.

In general, LinkedIn remarketing can be more expensive than other social media platforms, such as Facebook or Twitter, due to its focus on professional audiences and B2B advertising. However, the cost can vary widely depending on your specific targeting and budget criteria.

It’s important to monitor the performance of your LinkedIn remarketing campaigns and adjust your targeting and bid strategy as needed to optimize your results and keep costs under control. LinkedIn provides reporting tools and analytics to help you track your campaigns and make data-driven decisions about your advertising strategy.

How can I measure the effectiveness of LinkedIn remarketing?

To measure the effectiveness of your LinkedIn remarketing campaigns, you can use a combination of metrics and analytics provided by LinkedIn Campaign Manager and your own website analytics tools. Here are some of the key metrics to track:

Click-through rate (CTR):

The click-through rate measures the percentage of people who clicked on your ad after seeing it. A higher CTR indicates that your ad is relevant and engaging to your target audience.

Conversion rate:

The conversion rate measures the percentage of people who completed a desired action on your website, such as filling out a form or making a purchase, after clicking on your ad. A higher conversion rate indicates that your ad is effectively driving leads and sales for your business.

Cost per click (CPC) or cost per impression (CPM):

The cost per click or impression measures how much you are paying for each click or impression on your ad. By tracking these metrics, you can optimize your bid strategy and budget to ensure that you are getting the best possible value for your advertising spend.

Return on ad spend (ROAS):

The return on ad spend measures how much revenue you are generating from your ad campaigns compared to how much you are spending on them. A higher ROAS indicates that your ads are effectively driving revenue and providing a positive return on investment.

Audience demographics:

LinkedIn provides demographic data on your audience, such as job title, industry, and company size. By analyzing this data, you can identify which segments of your target audience are most engaged with your ads and adjust your targeting strategy accordingly.

In addition to these metrics, you can also use website analytics tools, such as Google Analytics, to track how LinkedIn remarketing traffic is interacting with your website and where they are dropping off. This can help you identify areas for optimization and improve the effectiveness of your campaigns over time.

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