Considering trying remarketing on LinkedIn?
That's especially a great idea if you're running a B2B outfit. Remarketing will give you the opportunity to reconnect with people who've already interacted with your brand.
Keep in mind: there's plenty of statistical evidence that remarketing works.
One study, for example, shows that remarketing can boost ad response by up to 400%. Another study shows that remarketing display ads perform as much as 10 times better than their more generic counterparts.
Here's how to set up and launch a LinkedIn remarketing campaign.
Understand 'Matched Audiences'
You might have heard about LinkedIn Matched Audiences. That's an all-encompassing expression that refers to the various types of LinkedIn remarketing.
In this article, we'll just cover the option that enables you to show your LinkedIn ads only to people who've visited your website. That way, you can get a "second chance" at potential customers you've found with content marketing.
Create an Insight Tag
Start by creating an LinkedIn Insight Tag. That's a snippet of code that you put on your website so LinkedIn can track visitors.
If you do any Facebook marketing, the Insight Tag is very similar to the Facebook pixel.
To get the Insight Tag, visit the Campaign Manager. Next, click your account name.
On the next screen, place your cursor over the Tools menu in the upper, right-hand corner. Select Insight Tag from the dropdown that appears below.
Next, go to a different browser tab or window and paste that code into a file that's used by every page on your site. If you're using WordPress, the best place to put it is probably in footer.php file right after the closing <body> tag.
It's best to consult a development team if you're not sure how to add the Insight Tag to your site.
Create the Audience
Once you're done pasting the code, go back to the Campaign Manager. Then, go to the Matched Audiences section on the targeting screen.
Click Select to "Use a matched audience." Then, click the Create an audience to retarget button.
Now you have the opportunity to name your audience. Give it something descriptive so that you'll remember the purpose of the audience later on.
Next, enter the URL of the website page you want to use with this audience.
The best thing to do here is to use a URL that appeals to the market segment you're trying to target. For example, if you're targeting people who are interested in social media marketing, enter the URL of a blog post that offers helpful advice on social media marketing.
You can also enter a partial URL. That way, anybody who visits a URL that begins with or contains the part that your entered will qualify for retargeting.
Keep in mind that you can enter multiple pages.
After you've entered all the URLs you want to add, click Save.
After that, you'll be asked to set up the Insight Tag. You've already done that if you've followed these instructions, so you don't need to do it again.
The Waiting Game
Once you're done setting up the audience, it's time to hurry up and wait. It can take as much as 48 hours for your audience to get verified.
If you want to check on the status of your audience, visit the Campaign Manager and click Tools. Select Matched Audiences from the dropdown menu.
On the next screen, you'll see a table that shows you the status of the audiences you've created. Look for a "Verified" status next to your new audience.
Add the Audience to a Campaign
Once your audience is verified, you can add it to one of your PPC remarketing campaigns. Just click on the Audiences tab in the campaign and look for your audience under "See full list" a short way down the screen.
Make sure that you select Include in the dropdown to the left of your audience name.
Once you're done specifying the audience, you can launch your campaign. Now, your ads will only appear to people who've visited the URLs you specified for the audience.
Wrapping It Up LinkedIn Remarketing
It's not realistic to expect everybody to convert when they first visit your website. That's why remarketing is so important.
If you haven't already launched a LinkedIn remarketing campaign, why not do so today?