When you initially start to drive engagement on LinkedIn, you may be commenting on LinkedIn posts or sending newsletters to your already established audience. It might be in your best interest, however, to use LinkedIn’s paid ads if you wish to grow your following.

Did you know that you can create a remarketing campaign on LinkedIn to target users that visit but then leave your page afterwards? It can be frustrating when you see increased traffic on your site but not an equal jump in conversions – but that’s where retargeting comes in.

With this guide, you’ll learn everything you need to know about LinkedIn remarketing campaigns, including what they are, their benefits, and how to set one up.

What is Retargeting?

First, let’s define what retargeting is before we look at how to use it on LinkedIn. 

Retargeting, sometimes referred to as remarketing advertisements, is a second attempt to reach someone that has already visited your landing page. Think of it as a strategy to market directly to contacts that got away without placing an order, subscribing to your content, or converting. 

Maybe a person liked a post on your page or viewed an article that you shared, but they didn’t make a purchase. This group of users is ideal for remarketing since they already show interest in your brand and have interacted with your business.

Why LinkedIn Retargeting is Great

The question that may be in your mind is, “why is LinkedIn retargeting beneficial for my brand?”.

In addition, the platform has over 800 million registered users – which provides an excellent opportunity for you to build your brand. Additionally, it allows you to leverage social media to reconnect with prospective customers.

LinkedIn remarketing campaigns are unique because they allow you to personalize your content based on several factors. You can, for example, send out ads based on which URL a user visited or based on other actions they took on the site. 

These tools can engage your audience before and after events, increasing attendance and boosting conversions. These campaigns allow you to build quality leads, accelerate the buyer’s journey, and thereby increase your bottom line.

How to Set Up Retargeting Ads

Now that you understand retargeting and why it is beneficial on LinkedIn, let’s explore setting up a campaign. Follow these steps to get started:

1. Enable a LinkedIn Insight Tag on your Site

To get started with a remarketing campaign on LinkedIn, you must enable the Insight Tag. In simple terms, this tag is a piece of code you embed inside your website so that the platform can collect data on your visitors and add them as leads for retargeting. 

If you want to target a specific website domain, you need to create your targeting segments as soon as possible. To learn more about Insight Tags, click here. 

2. Complete the Campaign Creation Flow

After you set up your account, you will be taken to a campaign creation flow. Navigate through these screens until you get to the targeting section. From this page, you can select the ‘Matched Audiences’ tab and choose the appropriate website audiences.

3. Choose the Websites for Retargeting Segments

Once matched audiences are added to your campaign, you need to specify the website URLs for the retargeting setup. After completing this step, you will be prompted to activate the campaign.

The buildup of your audience can take up to 48 hours, and the delivery won’t begin until it reaches 300 members.

4. Monitor and Adjust the Campaign

Your content must be adjusted to ensure its effectiveness. Retargeting is a method to increase the effectiveness of your marketing efforts. Find out what works and what doesn’t. A good example of this is to test formats, images, and ad copy over time to determine which generates the most success.