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Tuesday 7 September 2021

What You Need to Know About LinkedIn Retargeting

Yes, you own or work for a business that sells products or services. However, you are also a consumer. For just a moment, take off your business hat and put on your consumer hat.  Every day, you research items from pet shampoo and carpet cleaner in your personal life to CRM systems and social media schedulers for your professional life.

Isn’t it frustrating when you see how many people visit your website and look at a product, and leave without ever making a purchase? You’ve managed to attract them to your business, but what good is paid advertising and a beautiful website if shoppers don’t convert to customers?

Thankfully, marketers have a solution for this. It’s called "retargeting".

What is LinkedIn Retargetting?

Also known as remarketing ads, LinkedIn retargeting ads allow you to reach LinkedIn users who may have previously interacted with your brand in some way (so they have some level of interest), yet they haven’t purchased from you.

How does this work?

You might be wondering how the cookies know how to communicate with LinkedIn. This is done through a piece of code called an Insight Tag that gets installed on your website. The pixel is able to track conversions, website audiences, and website demographics for all your LinkedIn ad campaigns. It then passes this data from your website to LinkedIn, letting it know that you’ve got someone interested who needs to be reminded you exist.

Is it difficult to make a campaign?

you don’t have to be a tech genius to set up a LinkedIn Retargeting Ad. They’ve made it fairly user-friendly so as long as you have access to your website code, and basic knowledge of how to navigate inside it, this is doable. With good directions (they’re coming, don’t worry), you can be well on your way in a short period of time. If you have access to a website designer who will help you, that’s great too.

Best Practices

You’ll want to get the most bang for your buck when it comes to LinkedIn Retargeting Ads. Follow these best practices to make sure your advertising dollar stretches as far as possible.  Refine your ad content over time. If you notice certain pieces of content aren’t resonating with your audience, don’t be afraid to refresh it until you figure out what works. Images and ad copy should reflect the retargeting audience you’re trying to reach. Create multiple ad formats depending on the stage your prospective customers are in. Continue testing formats and use the format that will best move them towards your objectives. Be flexible. You’ll be learning what works and what doesn’t as you go. When you discover something isn’t creating the results you want, change it.


There’s no need to accept lost leads. When someone heads to your website, downloads content, or interacts with your brand in any way, it’s because they are interested in what you offer and how you can help them.  Rather than counting them out if they don’t immediately convert, focus some of your advertising dollars on recapturing their attention and gently guiding them back to your company and what you can do for them. You have the solution to their problem — make sure they know it.


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