When it comes to retargeting campaigns on LinkedIn, one of the most common questions is: what is the minimum audience size needed to run an effective campaign? While there is no one-size-fits-all answer, most experts recommend having at least 1,000 people in your target audience. Here’s a closer look at ideal audience sizes for LinkedIn retargeting and tips for success.
What is the Minimum Audience Size for LinkedIn Retargeting?
LinkedIn recommends having an audience of at least 1,000 people for retargeting campaigns. With a smaller audience, your campaign won’t achieve enough scale to generate significant results.
An audience of 1,000 gives you a solid starting point to reach your target market repeatedly across different platforms and devices. However, the larger your audience, the better your campaigns will likely perform.
Here are some ideal minimum audience sizes according to LinkedIn experts:
- 1,000 people – Absolute minimum for basic brand awareness campaign
- 3,000 people – Minimum for lead generation or conversion focused campaign
- 5,000+ people – Ideal for robust multi-channel campaigns
- 10,000+ people – Best for advanced segmentation and hyper targeting
The more people you can include in your target audience, the more potential touchpoints you can achieve with each person. With larger audiences, you can segment and test different offers, creative and calls-to-action to optimize performance.
Tips for Building a Large Retargeting Audience
Here are some tips to help you build a sizeable audience for LinkedIn retargeting campaigns:
Promote your LinkedIn page broadly
Encourage followers, connections and employees to like and share your LinkedIn page content. Cross-promote your page through email signatures, website banners and social media channels. Building your overall followers will give you a bigger audience to retarget.
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Install tracking pixels on key website pages and embed LinkedIn tracking tags in your emails. This will allow you to build custom audiences of site visitors and email list subscribers. The more pages tagged, the more data you’ll have to target active prospects.
Create lead gen forms
Use LinkedIn Lead Gen Forms to collect contact info and build custom audiences. Then you can create lookalike audiences to find more prospects with similar attributes. This expands your pool for retargeting beyond original form fillers.
Leverage website engagement data
Upload website visitor data to LinkedIn through the Website Demographics tool. This gives insights on the job titles, industries and companies of site visitors to inform your audience targeting.
Use website outbound links
Adding LinkedIn tracking parameters to outbound links from your website enables retargeting of anyone who clicks. This captures an engaged segment of visitors who click your content links.
Integrate CRM data
Sync your CRM database with LinkedIn Campaign Manager to build audiences from your first-party data. Retarget high-value prospective and existing contacts to nurture them in the purchase process.
Engage followers with content
Publish relevant, valuable content consistently to organically grow your follower base. This gives you a larger, high-intent audience for targeted offers in retargeting campaigns.
Advertise to lookalike audiences
Use LinkedIn’s lookalike modeling to find audiences with similar attributes to your followers and contacts. Expanding beyond original audiences gives you more scale for retargeting.
Create saved audiences
Build specific audiences around factors like job role, industry, company size, etc and save them for future use. You can continuously add new prospects to these audiences for retargeting.
Optimizing Campaigns Based on Audience Size
How you structure and optimize your LinkedIn campaigns will depend largely on the size of your audience. Here are some best practices based on audience size:
| Audience Size | Campaign Tips |
|---|---|
| 1,000 – 3,000 |
|
| 3,000 – 10,000 |
|
| 10,000+ |
|
Conclusion
In summary, most LinkedIn experts recommend having a retargeting audience of at least 1,000 people. However, larger audiences of 3,000+ allow you to implement more advanced tactics and improve campaign performance. To build sizeable audiences, focus on driving visitors to your website and LinkedIn page, collecting lead gen forms, integrating CRM data and leveraging lookalike modeling. As your audience grows, you can create more targeted campaigns and optimize for conversions across the funnel. With robust audiences and optimization, LinkedIn retargeting can drive significant results for your business.
