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May 24, 2023

How to Run a Retargeting Campaign on Linkedin?

Marketing
SMA
Social Ads
Back to Mag

24/5/23

How to Run a Retargeting Campaign on Linkedin?

Marketing
SMA
Social Ads

<h2 style="color: #5E469A; font-size: 1.5rem; font-weight: 600; font-family: 'Cabin', sans-serif;">Retargeting is an essential part of any good acquisition strategy!</h2>

Unfortunately, it is often neglected in favour of more technical or more original approaches that one can adopt in Growth. That's a mistake. Retargeting is not only an essential lever, but it also has high performance potential, and therefore, potential for significant results.

As a reminder, retargeting is a method used to target an account, a prospect, or someone who has already interacted with your business. This interaction could be a visit to your website or engagement with one of your posts on LinkedIn, for example.

In this article, we will explain how to conduct a retargeting campaign on LinkedIn Ads. For a long time, this lever was missing from the social network's advertising options. However, in recent years, LinkedIn has added a range of retargeting options.

Retargeting Options

LinkedIn Ads' retargeting offering is called Matched Audiences and includes various targeting options.

You can launch a retargeting campaign by retargeting an audience based on your website, but LinkedIn also allows you to select a target based on videos or forms you've set up on your social networks.

Website retargeting

Website retargeting is the most common option in retargeting practices. It involves retargeting visitors who have come to your website after clicking on an advertisement.

To implement this type of retargeting, simply install LinkedIn's Insight Tag on your website. The Insight Tag is a piece of code that tracks your conversions and learns about your visitors, allowing you to retarget them. This small JavaScript script must be added to all pages of your website to ensure complete tracking. You can find the Insight Tag in the Account Assets on LinkedIn Campaign Manager.

Video retargeting

This retargeting option is quite new and offers the possibility to target users who have watched one of your advertising videos. Simply select the video advertising campaigns you want to focus on. It's also possible to choose specific videos of interest in each campaign.


LinkedIn goes the extra mile with this feature. It allows you to choose the audience based on the percentage (25%, 50%, 75%, 97%, and 100%) of the video that has been watched.

Therefore, you can create an audience that has seen half of the video and another that has seen it entirely, or almost entirely. This feature is very handy because it allows for more precise targeting and, therefore, better results.

Lead Gen Form retargeting

This retargeting option focuses on prospects who have interacted with a lead generation form. Audiences can be created based on individuals who have either opened or completed a form. Not surprisingly, by choosing to retarget individuals who have opened the form, you are also targeting those who have completed it.

LinkedIn Ads also allows you to select an audience based on the time elapsed since the form was opened or completed. The interface offers options ranging from 30 days to a year from the form interaction.

Note: Audiences must contain a minimum of 300 individuals to be used as a target for retargeting.

Contact Retargeting

There is one last retargeting option within LinkedIn Ads: importing a list of contacts (emails) obtained from an external source, such as a CRM. LinkedIn will then match the emails with the accounts of the contacts on the list.

Note: The email addresses used to create a LinkedIn account are rarely the same as business email addresses. Therefore, you will need to match contacts with their professional email to ensure accurate targeting.

The Benefits of Creating a Retargeting Campaign on LinkedIn

Generally, retargeting is a powerful lever, especially in terms of ROI. By targeting individuals who have already interacted with a company's content, offers, and messages, an increase in conversion rates and a reduction in cost per conversion are generally observed.

Specifically, this armoury of retargeting on LinkedIn will allow you to:

1. Tailor Your Content to Each Target

Often overlooked, but context is crucial in acquisition. If you know where your prospect is in your acquisition funnel, you can then tailor your message depending on whether you are targeting someone who has just discovered your site, filled out a form, clicked on an advertisement, or watched a video. All this information allows you to calibrate your content according to the progress level of your target.

2. Increase Your Audience Engagement

By offering advertising content relevant to their interactions, your target will be more receptive to the messages received and therefore engage more.

3. Accelerate the Journey of a Potential Buyer

An engaged target that has received relevant and consistent content with their journey and interactions will be more easily convinced. Well-executed, retargeting has the potential to accelerate the sales cycle.

What Type of Content for Retargeting on LinkedIn?

There are several types of content likely to work in retargeting. The golden rule is to ensure that the pushed content corresponds as much as possible to the target it is intended for. Retargeting targets have already seen all the general content; therefore, it involves more specific, deeper content that will serve to convince them. You can push exclusive articles, offer a webinar on a key subject, or share case studies to highlight your expertise.

Some Best Practices

Define Precise Retargeting Audiences

Beyond the retargeting options offered by LinkedIn and the classic practice of retargeting site visitors, you can specifically target, for example, only individuals who have visited a specific product page, consulted your pricing, or read a blog article on a particular topic related to your activity.

This allows not only more coherency in your campaigns and audiences but also to get as close as possible to the needs of your visitors.

Content Personalisation

Based on data, this approach involves interpreting and deducing the expectations and preferences of visitors to then push content, messages, or even an experience that aligns with the needs of each prospect.

So, rather than sending a lot of ultra-generalist content about your business, your offer or your company to your prospects, it’s a good idea to understand the path of your prospects and retarget them with adapted content.

Depending on the origin of each prospect, your content will have to be adapted as well in the message as in the format.

Multi-Point of Contact

As a fundamentally B2B social network, retargeting on LinkedIn Ads is part of a B2B prospecting strategy. Implementing a multi-point contact strategy is highly recommended.

You've probably heard of the "multi-point of contact." In practice, it involves ensuring that your target hears about your business from different sources or in several ways.

To do this, it is necessary to be as visible as possible by activating different levers (ads, white papers, retargeting, etc.) and using various channels (LinkedIn, Google Display, Facebook, etc.) to create a conversion ecosystem. A challenge inherent in this strategy concerns the attribution windows of various channels and identifying the CAC.

Within this approach, retargeting, especially on LinkedIn, is key. Ultimately, a good multi-point contact strategy effectively combines acquisition and retargeting to optimize the conversion rate.

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