1 - Start with Retargeting

Followup on the first edition of my LinkedIn Ads series. Even if you indicated in my previous article that LinkedIn Ads are just a "nice to have," it's essential to set up your retargeting Insight Tag from the very begining (you cannot retroactively track website traffic if your pixel was not implemented). Additionally, consider implementing conversion tracking.

Retargeting Essentials

A website visit signals intent. But not all users convert. This is where retargeting comes in, boosting intent and increasing the return on investment from your other channels as well.

Message

Why did users leave without converting? Focusing on four main areas:

• Low trust (Trust is crucial in B2B).
• Perceived low value of your product.
• Blockers or fears in using your product.
• Not the right time.

How to motivate them to complete the conversion?

Demonstrate value through case studies or quotes from clients. Address common blockers or fears identified in sales calls or user research.

Examples:

• Fear: Difficult implementation. Message: Demonstrate the ease of implementation. (showcase built-in integrations, and offer support)
• Fear: My business is too complicated. Message: Quote from a client in a difficult segment: "Complex enough for customization yet simple enough to get it running within a few hours."

List the most important messages for the user. Then prepare ways to communicate them in ads. I usually have 4 main messages and for each 1-3 ads in the campaign.

Wait, I already do retargeting on Meta where is a cheaper CPM? Why do both?

Unlike Meta, LinkedIn allows you to retarget visitors based on specific criteria such as company size.

Additionally, LinkedIn is professional netwrok. "Do business where business is done." However, be mindful of audience overlap with Facebook/Instagram so watch for freqency on both platforms.

First Retargeting Layer

Short Audiences (0-90 days): Combine Web + Engagement audiences (Video view 25%, Post/Lead form engagement, LinkedIn page visit, etc.) within the past 90 days (or shorter if you have bigger traffic).

Narrow the audience based on company size or other relevant criteria.

Add ads conveying various messages and set the "Rotate ads evenly."

Convincing Buying Committee

Align with sales on the marketing message that accounts in the sales process should receive. Identify the typical members of the buying committee, considering their seniority and job functions, and compile the company list.

Import the accounts as a Company List (or preferably sync it directly with LinkedIn using third-party connectors). Target only the buying committee within these companies.

This is not traditional retargeting. In fact, you'll be showing ads to people who may not have heard about your company before.

Moreover, get a list of all companies sales is about to contact and use similar strategy (but with completely different messages). The impact of these ads is evident in the improved response to sales outreach

An analysis of over 7,000 companies revealed a 19% increase in connection request acceptance rates. Share feedback on what resonated, as well as the pain points or blockers mentioned during sales calls. These insights are the golden nuggets for crafting your ads.

In any unfortunate case where alignment with sales isn't feasible, ensure that the generated leads are NOT excluded from any retargeting initiatives. This is particularly crucial for low-intent lead magnets such as ebooks.

Note that LinkedIn requires a minimum audience size of at least 300 people.

Second Retargeting Layer

After some time, expand to "longer" audiences (91-180 days). Besides timeframe keep the same targeting as in the first layer.

If users haven't interacted with the previous layer, the changes are that they are not in the right time. Maintain mental availability. When the time is right, your brand will be considered.

For this purpose are great formats like Spotlight Ads or Text Ads wich cheap CPM $1 (but CTR around 0.03% - so CPCs are around $3) . Make sure to use your brand disctitive color that will stand out.

Retargeting2

For budgets exceeding 30k+ EUR monthly, consider creating a Retargeting2 layer. Create an engagement audience from specific campaigns to retarget those who engaged with your retargeting campaigns. Communicate a strong push to demos using incentives.

For more advanced retargeting strategies, follow my profile or if you want to see how deep the retargeting rabbit can go check my talk from PPC Camp (in Czech only)