Retargeting on LinkedIn: interact with your website visitors again

What is retargeting on LinkedIn

Lets start by the beginning:

The retargeting is a digital marketing action that aims to reach users who have previously interacted with a website.

Surely it has happened more than once and more than two. You are looking at a watch that you love in an online store, but you do not want to buy it at that moment, so you leave that site and continue browsing. Suddenly, in a newspaper you find an ad of the same watch that you just saw … Coincidence? No, simply retargeting.

Retargeting, as you may suppose, is a VERY interesting action. As I said at the beginning, it is very likely that a user who has already been on your website, has an interest in what you offer. If you have gone without converting (buying, contracting the service or simply contacting you), it may be that you lacked one last push. And, maybe, with your ad you can give it to them. It sounds good, right?

How retargeting works on LinkedIn

? The LinkedIn Insight Tag

For everything to work, the first thing to do is install a tracking code on your website. Without it, it’s impossible for LinkedIn to collect the data it needs to create your retargeting audiences. It happens the same with the other platforms: Facebook is  Facebook Pixel, AdWords  Remarketing label , etc. 

It is a label (a small piece of code), which is installed on your website and which will be responsible for collecting all the necessary data for your campaign (conversions, retargeting and web analysis). I recommend leaving the installation of the code in the hands of a professional because, although LinkedIn explains how to do it , it is difficult and we can do it badly, thus damaging our campaign.

✔ The segmentation of audiences

Once we have our label properly installed and functioning, what LinkedIn is going to do is start collecting data. These data will be added to our audience lists so that we can then make a segmentation and launch personalized advertising.

I explain myself better In advertising campaigns  LinkedIn one of its great advantages that we have always commented is its high capacity of segmentation . That is, we can select what kind of users our ads will reach, always within the social network, of course. One of the segmentations we can make is to our retargeting audience. That is, those users who have previously gone through our website.

But not only that. It is also that we can make a very specific segmentation, selecting the users that have visited CONCRETE parts of our website. For example, we can make a segment of users who have been looking at our shoe section, another for those who are interested in watches, another in terms of purchase …

✔ How to take advantage of retargeting for our ads

Surely you already know where I’m going. That segmentation that we have been seeing, which allows us to create ads very focused on products / services on our website . We can even add very personalized messages: “Still have not decided to buy our X?”, “We have a new collection that you do not know yet, do you want to be among the first?”. For example.

These types of actions help us generate leads and achieve much higher conversion rates.

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Now, be very careful with the retargeting

LinkedIn, as you know, is a professional social network. A place where people come with some kind of professional objective in mind (finding a job, getting clients, improving their personal brand …). In any case, they are not in “buy” mode and, therefore, we must be very careful with how we approach our public.

That’s the case whenever we advertise on LinkedIn, but with retargeting the thing goes a little further. And it can be very annoying if it is done badly. Imagine now that you have been in a service provider. You did not like what they offer and you continue with your search elsewhere. However, they do not stop chasing you all the way through LinkedIn. Upset, right? There the only thing we would get is an angry user with our brand.

You have to be very careful with the frequency of publication of our retargeting ads (which are not shown 5 times a day to the same user, for example). We also have to try not to scare our audience. It is good that we know what he is interested in, but neither do we need to appear to be spying on him with a hidden camera all his movements.

And you do you think? Have you ever used retarging? Would you do it? I look forward to hearing your opinion and your experience?

Author: Sandeep Shinde