Ultimate Guide to B2B Retargeting on LinkedIn

Want to reconnect with potential customers on LinkedIn? B2B retargeting is your answer. It helps businesses reach users who’ve already interacted with their brand, like website visitors or content viewers, using LinkedIn’s precise targeting tools.

Why LinkedIn for B2B Retargeting?

• Professional Audience: Reach decision-makers with twice the buying power of average online users.

• Advanced Targeting: Use criteria like job titles, industries, and company size to create tailored campaigns.

• Proven Effectiveness: 92% of first-time website visitors aren’t ready to buy - retargeting keeps your brand top-of-mind.

How to Get Started:

1. Install LinkedIn Insight Tag: Track website visitors for retargeting.

2. Define Audiences: Segment by job function, industry, engagement level, and more.

3. Choose Retargeting Options: Website visits, video viewers, event attendees, or company lists.

Advanced Tips:

• Use content-based retargeting to guide users through a logical content journey.

• Analyze visitor data with LinkedIn Website Demographics for better targeting.

• Integrate third-party tools like Podify.io to enhance audience insights and performance tracking.

Optimize Campaigns:

• Start with low bids, then adjust based on results.

• Exclude irrelevant audiences, like competitors or non-decision-makers.

• Track metrics like CTR and cost per conversion in LinkedIn Campaign Manager.

Bottom Line: LinkedIn retargeting helps you re-engage high-value audiences and drive conversions by leveraging its professional user base and advanced tools.

The Ultimate Guide to LinkedIn Ads Retargeting

Setting Up Retargeting Audiences on LinkedIn

Retargeting Options on LinkedIn

LinkedIn provides various ways to reconnect with your audience:

• Website Retargeting: Re-engage people who visited specific pages on your site.

• Video Viewers: Target users who have watched your LinkedIn video content.

• Event Attendees: Follow up with participants from your LinkedIn events.

• Company Lists: Use Matched Audiences to reach employees from selected organizations.

After selecting the best retargeting option for your goals, the next step is creating well-defined audience segments.

Steps to Set Up Retargeting Audiences

1. Install the LinkedIn Insight Tag on your website via your site's header or a tag manager. Then, access Campaign Manager to begin building your retargeting audiences.

2. Use user behavior and professional attributes to create targeted retargeting lists.

"Retargeting such users, who in any case are engaged with your brand, increases the possibility of conversion." - Mobit Solutions [2]

Audience Segmentation Tips

| Segmentation Criteria | Purpose | Example Application |
| --- | --- | --- |
| Job Function | Focus on specific roles | Marketing Directors |
| Industry | Target relevant sectors | Finance sector |
| Company Size | Align with solution scale | Large enterprises |
| Engagement Level | Customize messaging | Engaged video viewers

You can also combine multiple criteria for more precise targeting. For instance, aim for IT managers working in financial services companies. This approach allows your campaigns to reach the right audience, boosting engagement and conversions.

Platforms like Podify.io can help streamline audience analysis and content distribution, making it easier to fine-tune and personalize your LinkedIn retargeting efforts.

Advanced Retargeting Strategies for LinkedIn

Content-Based Retargeting

Content-based retargeting lets you create highly specific campaigns by using data from users' interactions with your content. The key is to guide prospects through a logical content journey. For example, if someone downloads a cybersecurity whitepaper, you can follow up with ads promoting related case studies or reports to keep the conversation relevant.

To make this approach even stronger, consider analyzing your audience's professional traits. Tools like LinkedIn Website Demographics can provide valuable insights to refine your targeting.

Using LinkedIn Website Demographics

LinkedIn Website Demographics gives you anonymous yet detailed data about your website visitors' professional profiles. It can help you understand key attributes like:

| Visitor Attribute | Insights and Value |
| --- | --- |
| Job Titles | Focus on specific decision-makers |
| Industries | Identify sectors for tailored outreach |
| Company Size | Align solutions with organizational needs |
| Seniority | Customize messaging for leadership roles

"LinkedIn's data aligns with Campaign Manager's targeting options, enabling highly focused campaigns." - Social Media Examiner [1]

Here's an example: Suppose you're selling marketing automation software to large enterprises. Website Demographics might reveal that 35% of visitors to your pricing page are marketing managers at Fortune 500 companies. With this information, you can create campaigns that speak directly to this high-value audience [1].

To further sharpen your campaigns, consider using third-party tools to expand on LinkedIn's capabilities.

Integrating Third-Party Tools

You can boost your LinkedIn retargeting by integrating external tools that enhance audience insights and campaign performance. For instance, Podify.io offers features like audience analysis and AI-driven content creation to help you refine your targeting and improve engagement.

| Feature Category | Purpose and Impact |
| --- | --- |
| Audience Analysis | Understand engagement patterns for precise targeting |
| Content Distribution | Simplify and optimize content delivery |
| Performance Tracking | Measure metrics to improve ROI |
| Integration Capabilities | Connect seamlessly with LinkedIn's API |

Keep in mind that LinkedIn users have twice the buying power of the average online audience [1]. By using advanced tools and strategies, you can ensure your campaigns are both impactful and aligned with LinkedIn's platform policies. Focus on tools that deliver actionable insights while staying compliant.

Optimizing and Tracking Retargeting Campaign Performance

Bidding and Budgeting Strategies

Start by setting bids 20-30% lower than LinkedIn's suggested range to gather initial data. If a campaign shows strong results, gradually raise bids by 10-15% to improve performance. Aim for a daily budget that's 3-5 times your target CPC, and let your campaigns run for at least two weeks to collect meaningful data. Using manual bidding gives you better control over your spending.

After finalizing your bidding approach, it's time to focus on fine-tuning your audience targeting to maximize relevance and returns.

Excluding Irrelevant Audiences

Filter out audiences that aren't likely to convert. For example:

• Current customers: Use email lists to exclude them.

• Competitors: Apply filters to avoid showing ads to them.

• Non-decision-makers: Target based on job seniority.

• Irrelevant industries: Use insights from Website Demographics to exclude sectors that don't match your goals.

This helps make your ads more relevant, reduces wasted ad spend, and ensures you're targeting people who are more likely to take action.

Monitoring Campaign Performance

Track key metrics through LinkedIn's Campaign Manager, such as CTR trends, lead form submissions, and cost per conversion. Dive into audience-specific data to adjust your targeting and messaging, keeping your campaigns effective and efficient.

For deeper insights, tools like Podify.io can help analyze audience behavior and engagement. This allows you to determine which content types and messages resonate most with your audience, giving you a clearer picture of what works.

With these strategies in place, you're set to drive better results and refine your LinkedIn campaigns for even greater impact.

Conclusion and Key Takeaways

Key Points Recap

B2B retargeting on LinkedIn offers businesses a way to reconnect with potential customers who have already shown interest in their products or services. With LinkedIn's professional audience and precise targeting options, it's a great platform to engage decision-makers and guide leads through the sales process.

"LinkedIn retargeting empowers marketers to re-engage users who have already interacted with their brand, creating opportunities for deeper engagement and conversions."

By combining retargeting with LinkedIn's targeting tools, marketers can create campaigns that drive meaningful results. Using the right tools and platforms can make these strategies even more effective.

Additional Resources

Here are some tools to help you optimize your LinkedIn retargeting efforts and improve campaign performance:

| Resource Type | Purpose | Key Benefits |
| --- | --- | --- |
| LinkedIn Campaign Manager | Campaign optimization | Detailed retargeting metrics and audience segmentation |
| Website Demographics Tool | Audience insights | Refine targeting based on professional data |
| Podify.io Platform | Automated content distribution | Streamlined content creation and improved audience engagement

For example, Podify.io can simplify content distribution and help maintain consistent engagement with your audience. Its automation features align well with retargeting strategies, making it easier to stay connected with your target market.