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LinkedIn Website Retargeting for Lawyers

by Kevin Vermeulen • December 18th, 2017 • Social Media | Blog

LinkedIn Website Retargeting for Lawyers“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.

Retargeting, sometimes called remarketing, is a way of following users that have shown an interest in your firm and continuing your marketing efforts with them. It tracks and follows your target audience – anonymously through web browser cookies – using a JavaScript code.

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

The first thing you need to do is add the LinkedIn Insight Tab to your website. It includes the standard JavaScript code used to retarget your audience from your web pages. It’s also responsible for tracking metrics like conversion rates. To add the unique code on ALL the pages on your website, you’ll need to:

  • 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:

Starts With

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, 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.

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