How do I Create a remarketing campaign on LinkedIn?

Remarketing campaigns on LinkedIn allow you to stay top of mind with prospects who have previously visited your website or engaged with your content. By creating customized ads that are displayed to these prospects when they visit other sites across the LinkedIn network, remarketing helps you continue nurturing leads further down the sales funnel.

Here is a step-by-step guide to creating an effective remarketing campaign on LinkedIn:

Step 1: Install the LinkedIn Insight Tag

The first step is to install the LinkedIn Insight Tag on your website. This allows LinkedIn to track visitors to your site so they can later be targeted with remarketing ads.

To install the Insight Tag:

1. Go to the Campaign Manager section of your LinkedIn Campaign Manager account.
2. Under Website Demographics, click on Install Insight Tag.
3. Follow the on-screen instructions to add the Insight Tag code to the head section of your website pages.

Once installed, the Insight Tag will begin collecting anonymous data on visitors to your site, which will be used for targeting your remarketing ads.

Step 2: Create a Remarketing Audience in Campaign Manager

Now that you’re tracking website visitors, you can create a remarketing audience targeting these visitors. This is done in LinkedIn’s Campaign Manager.

To create a remarketing audience:

1. In Campaign Manager, go to Audiences and click the Create button.
2. Select Website Retargeting as the audience source.
3. Choose the method you want to use to create your audience – you can target all website visitors, visitors to specific pages, or visitors who meet other criteria like time on site.
4. Give your audience a name and save it.

Your new remarketing audience will now include all website visitors that match your criteria. As more people visit your site, this audience will continue to update automatically.

Step 3: Create Your LinkedIn Sponsored Content Campaign

Now you’re ready to create a LinkedIn Sponsored Content campaign that will serve ads to your remarketing audience. Here’s how to set it up:

1. In Campaign Manager, select Campaigns and click Create campaign.
2. Choose Sponsored Content as the objective.
3. Give your campaign a name and set the run dates.
4. Under Audience selection, target the remarketing audience you previously created.
5. Set up your ad creative and bid amount as desired.
6. Check your campaign settings and launch!

Your remarketing ads will now be displayed to the members of your remarketing audience when they visit LinkedIn.

Step 4: Monitor and Refine Your Campaign

Track the performance of your remarketing campaign in LinkedIn Campaign Manager. Look at metrics like:

• Impressions
• Clicks
• Click-through rate
• Cost per click
• Conversions

Based on results, you may want to adjust your targeting, bids, creative, and other settings to improve performance.

You can also build additional remarketing audiences for different segments of your website visitors. For example, target high-value pages or visitors who spent a long time on your site.

Best Practices for LinkedIn Remarketing Campaigns

Here are some top tips to ensure your LinkedIn remarketing campaigns are effective:

• Use highly targeted landing pages in your ads – this helps serve relevant messages.
• Make ad copy and offers time-sensitive to create urgency.
• Test different creative, calls-to-action, and offers.
• Ensure your ad matches the visitor’s previous site experience.
• Remarket to visitors who recently abandoned purchases or sign ups.
• Create different audiences based on pages visited, time on site etc.
• Set frequency caps to avoid over-targeting the same users.

Conclusion

By following these steps, you can create customized LinkedIn ads that continue engaging your website visitors wherever they travel across the LinkedIn network. Remarketing helps keep your brand top of mind and nurtures leads further down the sales funnel.

The key is installing the Insight Tag, building well-targeted remarketing audiences, creating compelling creative, optimizing based on performance data, and using best practices for remarketing campaigns. Used strategically, LinkedIn remarketing can significantly boost your conversions from website visitors.

Try setting up your first LinkedIn remarketing campaign today using the steps outlined above. Continually refine your approach to remarket to your website visitors in the most relevant, timely and effective way possible.

Best Practices for LinkedIn Remarketing

• Use highly targeted landing pages
• Make ad copy time-sensitive
• Test different creative and offers
• Ensure your ad matches previous site experience
• Remarket to recent abandons
• Create audiences based on engagement
• Set frequency caps