Before you get started, you will need to familiarize yourself with the key terms and phrases that are relevant to LinkedIn Retargeting. These are:
• B2B – business to business. Companies with a B2B model make money by selling products or services to other businesses.
• B2C – business to customer. Companies with a B2C model sell products or services to end-users.
• Campaign Manager – this is LinkedIn’s center that allows you to easily and effectively manage your advertising campaigns.
• click per conversion – how many times your advertisements are clicked in order to generate one sale.
• conversion – the point at which a recipient of an advertisement or marketing campaign follows through and completes an action – typically making a purchase.
• CPL – Cost per lead – the advertising cost that it takes to generate a lead.
• CSV – this is a type of spreadsheet format used by the majority of spreadsheet software including Microsoft Excel.
• CTR – click-through rate – the percentage of people viewing an advert that click on it; a measurement of how successful the ad has been.
• Engagement – engagement in a digital context means interacting with an advert or brand in some way, but it has been used in advertising for over 100 years, so has some other definitions.
• Matched Audiences – this is LinkedIn’s name for its targeting tool suite.
• Remarketing – remarketing is the process of marketing to somebody who has already been marketed to or has interacted with a brand in some way.
• ROI – return on investment, the amount of time it takes for you to recuperate what you have spent on a particular profit-generating strategy.
• SaaS – a company that offers software as a service.
Once you’ve familiarized yourself with these, you’ll need to understand that there are three types of targeting that Matched Audiences facilitates: website retargeting, account targeting, and contact targeting.
Website Retargeting allows you to target those who have already visited your website, as previously mentioned. LinkedIn provides the ability for you to mold the nature of your campaign to make it more powerful: you can define target audiences and also deliver advertising content that is relevant to specific pages that people visit on your site.
Account Targeting allows you to securely upload a list of company names that you want to target that is processed by LinkedIn and matched against the 12 million companies listed on their platform. Your advertising content is then shown to decision-makers at those companies, a form of hyper-precise targeting. This is not exclusively for retargeting ad campaigns, but it is very useful for such campaigns, as it allows you to advertise to a database of previously interested parties (be they leads that never converted or converted clients that did not re-purchase).
Contact Targeting allows you to upload a list of email addresses or contacts and target those with LinkedIn who are on your list. This is not exclusively suitable for retargeting, but its more obvious uses are for targeting those who have already expressed interest in you by signing up to a mailing list or engaging in direct correspondence with you.
Before you continue building your campaign, you need to decide which targeting methods are most suitable for your business’s efforts. It might be important to remember that advertising works best when different channels are synchronized, so once you decide which targeting is relevant for your business aims, try to think about whether you can combine it with other methods like email marketing.
Once you have done that, it’s time to start building your LinkedIn Retargeting Ads campaign!