“If at first you don’t succeed, try again.” That’s an old saying that still resonates well with law firms, companies and entrepreneurs. In fact, a large part of modern online marketing is all about trying again – we call it retargeting.
Just recently, LinkedIn launched a brand-new feature called Matched Audiences. It consists of three specific targeting tools:
- Website retargeting
- Account targeting
- Contact targeting
Using these tools means targeting your contacts using the LinkedIn database, and then, retargeting them for your website. By targeting the people who have already shown interest in your brand you increase the chances of boosting your ROI.
In this post, we’ll take a look at LinkedIn’s website retargeting advertising feature.
LinkedIn Website Retargeting
Marketers gravitate toward the website retargeting tool because it’s an old concept that’s proven to work. LinkedIn’s version provides marketers with the chance to remarket to their site visitors through LinkedIn ad content.
To get started, you’ll need to feature the LinkedIn Insight Tag on your firm’s website, which will start logging your site visitors. If you need to further refine your targeting options, the LinkedIn demographic sections will allow you to do so.
With LinkedIn website retargeting, you can:
Clearly define your market:
The LinkedIn tool can help you segment your site visitors based on the pages they’ve clicked on your site. This allows you to fine tune ads that coincide with specific points of interest.
Skillfully personalize ad content:
Website targeting can assist you in delivering content that resonates well with your market. By personalizing ad content, you get the chance to catch the attention of new and old viewers.
Expertly direct leads:
The targeting tool can help you generate more qualified leads by directing prospects through their buying journey.
How to Enable LinkedIn Website Retargeting
- Log in to your LinkedIn’s Campaign Manager.
- Locate the “Tools” button. Click it.
- Highlight and copy the unique Insight Tag code.
- Paste the code to every page on your website or site template.
- Insert your domain name on the Configuration page.
You can let LinkedIn target all of your website visitors, or you can segment your general audience into more refined groups and subsets using the following filters:
This will match visitors who have viewed any page URL that starts with a specific string. This is an excellent filter when you have page URLs that vary. For example, if you have pages about family law and the URLs for those pages all start with example.com/familyaw, you could place that portion of the URL in this filter to target these visitors with ads specific to family law.
This filter will match people who’ve visited a single specific URL on your site. You could use this to display ads to people who’ve viewed a certain promotional message, for example.
This filter works somewhat like the “starts with” filter, but it will match text anywhere in the URL, beginning, middle or end.
Launching Your Campaign
You can add onto or leave out the audience remarketing list on the “Retarget Your Website Visitors” drop down menu, but, it’s important to highlight the viewer targeting categories. These include the name, industry, and size of their company as well as their job role and title.
The website segment needs to produce a minimum of 300 people for the campaign to be viable. Once the target number of audience is achieved, you can launch your campaign. LinkedIn will automatically deliver the ads to each of the members. If you’re not yet able to create a list of 300 members to target, it’s also possible to save your campaign as a draft. Then, you can come back later and launch it when you have a sufficient audience.
Retargeting the audience is an old concept on several other platforms. But, it’s a new one on LinkedIn, and well worth taking advantage of because of the fact that it’s a social network built specifically for professionals.