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Retargeting On LinkedIn

August 15, 2020

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Why retarget?

By doing so, you’re looking to get people who didn’t take action on your ad, to end up taking action.

With the help of the Insight tag, you’re going to know if someone visited certain pages on your site, never filled out a form or registered for an event. 

In this lesson, we’ll go over how to set up:

  • Conversion Tracking
  • Matched Audiences

Conversion Tracking

What’s the point of tracking conversions?

In a nutshell, doing so will allow you to monitor and optimize the actions that anyone who visits your website takes after having seen your ad on this platform. Let's say your ad was all about registering for an event of filling out a contact form, you’ll be able to see those actions with the help of conversion tracking.

Conversion tracking is essential so that you can successfully and efficiently retarget people.

Follow the steps below so that you can set this up.

Step 1: Account Assets

To create a new conversion, while in your Campaign Manager, click on 'Account Assets' and then 'Conversions':

Step 2: Create Conversion

On the next screen, click on:

Step 3: Name Conversion

You’ll then begin by giving your conversion a name.

Step 4: Conversion Settings

Now, you need to enter your conversion settings as you can see below.

The first thing you need to do is choose the type of conversion that would describe the action you want those who visit your website to take.

If you know how much that conversion is worth to your business, you have the option to enter it in this section so that you can measure your return on what you spend for your ads.

You can also choose to set the amount of time that should pass before a conversion is counted.
Next, you have to change the attribution model to specify how each action taken on your site is credited for a conversion.

If that sounds confusing, it just means that for each campaign, although someone took many actions on your site, the last action they take is what the conversion will be.

Step 5: Define Conversion

Moving on, it’s time to define how you’d like to track your conversion.

You have two options here:

  • use the Insight Tag
  • use a pixel that's specific to a certain action or events

As you can see, LinkedIn recommends that you just use the site-wide Insight Tag.

Step 6: Enter URL

You now need to enter the URL of the site you’re going to track conversions from.

After you do, click ‘Create’.

LinkedIn will then save your conversion.

Now that you have your conversions set up as well as your Insight Tag, you’re ready to retarget.

As you advertise, overtime you’ll begin to collect more data which will give you a better idea on who is visiting your site and what they’re doing while on it.

Wondering what types of ads are the best for retargeting business professionals?

After you’ve seen what actions are taken on your site, you can run the following ads so that they can see you everywhere on LinkedIn:

  1. Message Ads
  2.  Text Ads

When your prospect logs in, he'll see these messages, so it's definitely worth doing.

Let's now get into how you can create Matched Audiences so that you can send retargeting ads to them.

Matched Audiences

Matched audiences are similar to the Lookalike Audiences on Facebook.

You're basically letting LinkedIn match you with people who are similar to the audience you're already showing your ads too.

This will help you reach people who may possible be interested in what you're offering in your ad.

Step 1: Account Assets > Matched Audiences

To start creating a matched audience go to:

Step 2: Create Audience

Click on ‘Create Audience’ when you see this page:
You will have 3 options at this point.

Step 3: Website

When you select the ‘Website’ option, you’ll be taken to the next page where you need to name your audience, and enter your URL.

After you do, click ‘Create’ and you’re done.

If you were to select the ‘List Upload’ option, you’d have to enter your audience name and upload your list by clicking ‘Select List’.

When you’re done, click ‘Upload’.

Keep in mind that it may take about a day or so before your list is processed and then another day to begin the delivery of your ads.

The final option for creating an audience is ‘Lookalike’. This is very much the same concept Facebook has with Lookalike Audiences. Your ad will be shown to people who, based on their characteristics, may likely be interested in what you’re selling.

As with the previous two audience types, you need to enter your audience name and then select an audience to create your lookalike. This can’t be done yet if you haven’t run ads on LinkedIn because you have no data yet.

LinkedIn doesn’t yet know what your best audience is. After LinkedIn has enough data, then you’ll see audiences listed on this page.

Install your Insight Tag immediately if you still haven't done so. If you’re still not sure if you want to advertise on LinkedIn, still install it.

You’ll thank yourself for doing so if a month or a year from now you decide to start advertising here because LinkedIn will have plenty of data for you to view and then you can retarget as best as possible.

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Ippei Kanehara
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