Is a beautiful website with paid traffic enough to convert every web visitor? Absolutely not! It can be quite frustrating for businesses to see potential leads slip away despite making heavy investments. There is a solution and it’s called RETARGETING! This uber-smart technique allows you to retarget—for many months—your website visitors who vanish without moving into your sales funnels, be it making a purchase, subscribing to a newsletter or something else. That said, what if your ideal target is more of a business-to-business one (b2b)? Retargeting campaigns on a platform full of decision-makers in LinkedIn may be the answer! 

Easily Set Up Campaigns

To start the proceedings, you need to drop a script (which is provided by LinkedIn) onto your website. This task is ideally performed by someone with some basic HTML background, but it can also be attempted by savvy marketing directors who are a little beyond laymen.  The script keeps track of your web visitors and correlates their browser data with their LinkedIn profiles by dropping a cookie on them. After some time, your list of website visitors with the LinkedIn cookie will hit the golden number of 300 visitors (correlated with their LinkedIn profiles). It’s that simple… and just like that, your foundation for a LinkedIn retargeting ad campaign is laid. 

Helpful Hint: LinkedIn allows you to create a retargeting audience list from web visitors who browsed your website within the last 180 days. 

LinkedIn Retargeting vs. Retargeting on Other Platforms

LinkedIn, in many ways, is different from other social media sites. It’s a platform for professionals to connect and network virtually. Currently, there are more than 135 million users who visit LinkedIn regularly, and many of them are key decision-makers like CEOs, Marketing Directors, Procurement Managers, etc. When you remarket on LinkedIn, your ad delivers to these key individuals with a higher chance of success given that they are not cold leads… after all they know you and your brand because they were previously visiting your website. This is essentially an intelligent version of passive repetitive marketing that has proven to be successful over the years.

Numbers Don’t Lie

LinkedIn's pilot study, involving 370 participants with over 2000 active campaigns, shows LinkedIn Retargeting with a matched audience can easily outperform benchmarks. The advertisers were able to achieve - 

• 30% higher CTR (Click-Through-Rate) and 
• 14% less CPC (Cost-Per-Conversion) with website retargeting 
• Post-click conversion rate got better by 32%    

The effectiveness of LinkedIn retargeting is further affirmed in another case study by LinkedIn that includes a detailed analysis of campaigns run by Scorpion, a healthcare services company. The study revealed - 

• 56% better conversion rate 
• 33% less Cost-Per-Lead (CPL) 
• 3.14 time increase in opportunity to customer rate.   

Best Practices for Effective LinkedIn Retargeting Ads

LinkedIn, undoubtedly, offers you versatility in terms of both ad format and style. It lets you display ads in the form of a single image, video, document, carousel, event and more.  

1. Always craft catchy ads to prompt action from your target audience. 
2. Create your ads in multiple formats to appeal to a larger audience.  
3. Akin to other paid ad endeavors, regular testing of your LinkedIn retargeting campaign is the key to better optimization. 

Budgetary Note: For any ad format, you can launch your campaign with a minimum daily budget of just $10, making LinkedIn one of the most cost-effective retargeting platforms. 

Successful businesses, no matter how big or small, know how to target the right people… at the right place and at the right time. LinkedIn Retargeting lets you do just that in the digital realm. At Consult PR, we offer LinkedIn retargeting as a part of your comprehensive B2B marketing strategy.