Top 7 B2B Retargeting Tactics for LinkedIn Ads

LinkedIn retargeting can help B2B marketers boost conversions and ROI by re-engaging key audiences like website visitors, lead form users, and event attendees. Here are 7 practical tactics to drive results:

1. Matched Audiences: Target website visitors, email lists, or specific page actions using LinkedIn Insight Tag.

2. Video Retargeting: Reconnect with users who engage with your video content.

3. Lead Gen Form Retargeting: Follow up with users who interacted with your forms but didn’t convert.

4. Event Attendee Retargeting: Re-engage participants after webinars or in-person events.

5. Single Image Ads: Use visually appealing, personalized ads to keep prospects engaged.

6. Uploaded Lists: Target high-value prospects by uploading email lists.

7. Campaign Optimization: Use LinkedIn tools to track performance and fine-tune your ads.

Key Tip: Combine audience segmentation with tailored content for each stage of the buyer’s journey. LinkedIn’s advanced tools make this process easier and more effective.

The Ultimate Guide to LinkedIn Ads Retargeting

1. Use Matched Audiences

Matched Audiences is a powerful way to reconnect with users by leveraging website visitors, email lists, and company data. To get started, install the LinkedIn Insight Tag. This tool tracks visitor behavior, enabling you to create campaigns tailored to specific page visits or actions.

How to Get Started

• Install the LinkedIn Insight Tag: This is your first step to tracking user behavior.

• Define Audience Segments: Group users based on their actions, like visiting your pricing page or downloading resources.

• Create Campaigns: Use LinkedIn Campaign Manager to set up targeted campaigns.

• Track Performance: Regularly monitor key metrics to refine your strategy.

Matched Audiences allows you to build focused campaigns that improve conversion rates and make more efficient use of your ad budget. For instance, you can target users who visited specific pages, such as your pricing page, to tailor your ads more effectively [5].

Pro Tips for Success

• Break down audiences by engagement level or where they are in the buying journey.

• Regularly update your audience lists to keep them relevant.

• Experiment with different ad formats and messages to see what resonates.

• Keep an eye on performance metrics and adjust your approach as needed.

• Always comply with privacy standards to maintain trust.

For even better results, combine Matched Audiences with Account-Based Marketing (ABM). For example, retarget decision-makers at key accounts with highly personalized ads [6]. This strategy ensures you're focusing on the most important prospects while keeping your messaging relevant [3].

With fine-tuned targeting and consistent adjustments, Matched Audiences can take your LinkedIn ad campaigns to the next level. Up next, we'll dive into how video retargeting can help you engage your audience even further.

2. Implement Video Retargeting

Video retargeting on LinkedIn allows B2B marketers to reconnect with prospects through targeted campaigns based on how they interact with video content. Since video ads deliver 4X higher click-through rates than static image ads [1], this approach is a smart move for B2B campaigns.

How to Set Up Video Retargeting

In LinkedIn Campaign Manager, you can create audience segments based on video engagement. Tailor your targeting to users who:

• Watched at least 50% of your videos

• Completed watching your video content

• Interacted through likes or comments

Content Ideas for Different Stages

To make the most of video retargeting, align your content with specific buyer needs:

• Product demos: Showcase features to educate potential customers

• Customer stories: Build trust with relatable success examples

• Industry insights: Position yourself as a go-to expert

• How-to tutorials: Drive conversions by solving common challenges

Tips for Better Results

Boost your campaign performance by:

• Tracking metrics like view duration, click-through rates, and conversions

• Segmenting audiences based on engagement levels, such as how long they watched

• Experimenting with different video lengths and formats

• Updating your video content regularly to keep it fresh and relevant

3. Retarget Lead Gen Form Users

LinkedIn's lead gen form retargeting is a smart way to reconnect with users who’ve already shown interest in your business. Since these users are already familiar with your brand, they’re more likely to take action. This often leads to better conversion rates and lower cost-per-lead compared to targeting cold audiences [2][3].

Setting Up Form Retargeting

In LinkedIn Campaign Manager, you can create custom audiences based on how users interact with your lead gen forms. Focus on users who:

• Opened your lead gen forms

• Started filling out forms but didn’t finish

• Submitted forms but didn’t convert

• Downloaded specific resources

• Registered for events

Segmentation Strategy

Tailor your retargeting approach to match user behavior and their interaction with your forms. Here’s a framework to guide you:

| Interaction Type | Retargeting Approach | Content Type |
| --- | --- | --- |
| Form Opens | Engage with light content | Blog posts, insights |
| Partial Completion | Offer solutions | How-to guides, FAQs |
| Form Submission | Focus on decision-making | Case studies, demos |
| Resource Download | Share related materials | Whitepapers, guides

Optimization Tips

• Avoid ad fatigue by limiting how often users see your ads [3].

• Use dynamic content that reflects how users interacted with your forms.

• Monitor conversions through Campaign Manager to assess performance [1][2].

• Exclude users who have already converted to save on ad spend [7].

• For more precise targeting, combine LinkedIn’s Insight Tag with Google Ads. This allows you to retarget users across platforms and refine your strategy based on behavior across multiple channels [8].

For example, if someone downloads a whitepaper, follow up with a case study that expands on the topic they’re interested in [4][7].

Next, we’ll look at how to retarget event attendees effectively.

4. Retarget Event Attendees

Event attendees are a prime audience for B2B retargeting on LinkedIn. With LinkedIn's event tools, you can easily reconnect with these participants and keep the conversation going after the event.

Building Event-Based Audiences

Tap into event registration data or LinkedIn Event Tracking to retarget attendees based on their engagement. This lets you stay connected with people who’ve already shown interest in your brand by attending your event.

Boosting Performance

Incorporate event topics into your ads to guide attendees toward next steps or related resources. For example, one B2B software company saw a 30% jump in content downloads and a 20% boost in qualified leads by using this strategy [1].

Advanced Targeting Ideas

• Group attendees by event type and how engaged they were, while managing ad frequency to prevent fatigue.

• Use dynamic ads that align with the event's themes.

• Apply LinkedIn's demographic filters to fine-tune your targeting.

• Share content that builds on the knowledge shared during the event.

Tracking Results

Use Campaign Manager to monitor key metrics like:

• Conversion and click-through rates

• Return on ad spend (ROAS)

• Lead quality indicators

Recent data shows that 60% of B2B marketing leaders are leveraging in-person events in their targeting strategies to speed up sales cycles and strengthen relationships [1].

To maximize results, consider pairing event retargeting with LinkedIn's Autofill feature. This simplifies form submissions, improving conversion rates and keeping the momentum from the event alive.

Once you’ve re-engaged event attendees, the next step is exploring how single image ads can deliver strong outcomes.

5. Retarget with Single Image Ads

Single image ads are a great way to keep the conversation going with event attendees. These ads deliver visually appealing, targeted messages to your B2B audience on LinkedIn, helping you reconnect with people who already showed interest in your brand. When done right, they can lead to higher conversion rates.

Crafting Attention-Grabbing Visuals

The success of single image retargeting depends on strong visuals. Use high-quality images that reflect your brand and include short, clear text overlays that highlight your key message or offer.

Smart Targeting Techniques

Use LinkedIn's Campaign Manager to narrow down your audience. Focus on people who have already interacted with your brand, such as:

• Visitors to your website

• Users who checked out your product pages

• Leads who started but didn’t complete a form

• Those who downloaded your content

Fine-Tuning for Better Results

Experiment with different images, messaging, and calls-to-action (CTAs). Keep an eye on performance metrics in LinkedIn's Campaign Manager and tweak your audience settings as needed to maximize your return on investment (ROI).

Tips for B2B Campaign Success

| Element | Best Practice | Why It Works |
| --- | --- | --- |
| Visuals & Text | Use polished visuals with clear, benefit-focused text | Boosts audience engagement |
| CTA Placement | Make CTAs prominent and action-oriented | Drives more clicks |
| Landing Page | Ensure it’s relevant and optimized for conversions | Converts clicks into leads

To make the most of single image ads, ensure your landing pages are designed to turn clicks into action. While single image ads are great for general retargeting, you can take it a step further by using uploaded lists to target specific segments for even better results.

6. Retarget Using Uploaded Lists

Uploaded lists give you the power to target specific, known contacts, making your ads more effective than broader retargeting methods. By focusing on high-value prospects, you can achieve better segmentation and improved conversion rates.

Creating Custom Audiences

Head to the "Audiences" section in LinkedIn Campaign Manager and upload a CSV file. Include key identifiers like email addresses to match your contacts with LinkedIn profiles.

Segmenting Your List

Break your uploaded list into smaller, focused segments for better targeting:

| Segment Type | Targeting Criteria | Expected Outcome |
| --- | --- | --- |
| High-Value Leads | Top leads with high engagement | Better chances of conversion |
| Trial Users | Tried but didn’t convert | Push toward paid conversions |
| Past Customers | Previous buyers, expired deals | Re-engagement opportunities

Timing and Content Strategy

Choose a retargeting window of 30-90 days to keep your ads relevant while allowing enough time for decision-making. Tailor your content to address each segment's specific needs. For example, focus on ROI-driven messaging for high-value leads or highlight new features for past customers.

Tracking Performance

Monitor your campaigns in LinkedIn Campaign Manager to see what’s working and what isn’t:

| Metric | What to Watch | Next Step |
| --- | --- | --- |
| Conversion Rate | % of list taking action | Revise messaging if under 2% |
| Click-Through Rate | Ad engagement levels | Update creative if under 1% |
| Return on Ad Spend | Revenue vs. cost | Adjust targeting if below 3x

Keeping Your Lists Fresh

Regularly update your lists - remove converted customers and add new prospects. Make sure your targeting aligns with both your business goals and LinkedIn's guidelines.

For extra help, tools like Podify.io can analyze audience behavior and generate personalized content, giving your campaigns an extra edge.

With these strategies in place, uploaded lists can be a game-changer for your LinkedIn retargeting efforts. Focus on refining your campaigns to maximize ROI.

7. Optimize Retargeting Campaigns

After setting up your retargeting strategies, the next step is fine-tuning your campaigns to boost ROI. Tools like LinkedIn's Website Demographics can help you understand visitor behavior and refine your targeting efforts.

Performance Metrics to Track

Keep an eye on these key metrics in Campaign Manager to identify areas for improvement:

| Metric | Benchmark | Suggested Action |
| --- | --- | --- |
| Click-Through Rate | Variable | Update your ad creative |
| Conversion Rate | Variable | Adjust targeting parameters |
| Cost Per Lead | Industry-specific | Optimize your bids |
| Engagement Rate | Variable | Refresh your content

Sharpen Your Audience Segmentation

LinkedIn's targeting tools let you segment your audience based on professional details like job roles, industries, and company sizes. This approach ensures your message reaches the right people.

Align Content with Audience Needs

Create content that resonates with specific audience groups. Here's a quick guide:

| Audience Segment | Best Content Type |
| --- | --- |
| Decision Makers | Case Studies highlighting ROI and strategic benefits |
| Technical Users | Product Demos focusing on features and usability |
| Department Heads | Whitepapers on team productivity and cost management

"The data LinkedIn provides closely matches the targeting options available in Campaign Manager, so you can use these insights to create highly targeted campaigns." - Social Media Examiner [9]

Advanced Tips for Better Results

• Frequency Capping: Avoid overwhelming your audience by limiting how often they see your ads. Experiment with exposure windows of 30 to 90 days to find the sweet spot. Many first-time visitors need time before they're ready to convert.

• Multi-Format Ads: Mix ad formats to match engagement levels. Use Sponsored Content for reach, Sponsored InMail for personalized interactions, and Dynamic Ads for customized messaging.

Stay Compliant and Transparent

Make sure your campaigns adhere to GDPR and other privacy regulations. Transparency in data usage builds trust and ensures smoother campaign execution.

For deeper insights and improved content creation, tools like Podify.io can help you better understand your audience and craft messages that truly connect.

Conclusion

Now that your campaigns are up and running, it’s time to zoom out and think about the strategies that will keep them successful in the long run. The seven tactics we’ve covered offer a solid framework to engage top prospects throughout their LinkedIn buying journey.

How This Impacts Your Campaigns

When done right, LinkedIn retargeting campaigns can deliver real results. Expect to see better engagement, higher conversion rates, and a stronger return on investment. These strategies help businesses stay connected with key prospects while making the most of their advertising budgets.

What Drives Success

The success of LinkedIn retargeting depends on three main factors: accurate audience segmentation, content that aligns with each stage of the buyer’s journey, and constant optimization based on performance data. LinkedIn’s Campaign Manager offers detailed analytics to fine-tune your efforts, helping you make smarter, data-backed decisions over time.

Getting the Most Out of Your Campaigns

Tools like Podify.io can take your retargeting efforts to the next level by simplifying how you create and share content. Automation frees up time for strategic planning while keeping your audience engaged. Pair these tools with regular performance reviews, and you’ll build campaigns that are both efficient and effective.

Long-term success comes from refining these strategies while staying aligned with your business goals. By applying these seven tactics, using the right tools, and consistently optimizing, your LinkedIn retargeting campaigns can deliver ongoing results and drive meaningful growth.