Advanced Dynamic Retargeting on LinkedIn: Engaging High-Value Enterprise Prospects

In the current competitive digital environment, marketing appears to favor Advanced Dynamic Retargeting on LinkedIn. This form of marketing empowers brands to reconnect with their audience, allowing for better engagement and more conversions.

This post explores how LinkedIn’s dynamic retargeting works, detailing the launch of campaigns based on user behavior and CRM data while highlighting the crucial role tactics have in accelerating the buying process.

Introduction to LinkedIn Retargeting

LinkedIn retargeting is a powerful marketing strategy that allows businesses to re-engage with users who have previously interacted with their brand on LinkedIn. By targeting users who have already shown interest in their products or services, businesses can increase conversions, drive sales, and boost revenue. This approach leverages the power of LinkedIn’s extensive professional network, ensuring that your ads reach a highly relevant audience.

The benefits of LinkedIn retargeting are manifold. This strategy helps with nurturing leads who are already familiar with your brand, thereby increasing the likelihood of conversion. Additionally, it allows for more personalized and relevant ad experiences, which can significantly enhance user engagement. By focusing on users who have already expressed interest, businesses can optimize their ad spend and achieve better ROI.

Getting started with LinkedIn retargeting involves understanding the basics of how it works and the tools available. In the following sections, we will delve into the specifics of setting up effective retargeting campaigns and best practices to ensure success.

How LinkedIn’s Dynamic Retargeting Works with LinkedIn Campaign Manager

Retargeting starts with a tracking pixel: a code snippet placed on your business’s website. When a user visits this site, the pixel drops a cookie in their browser. This cookie allows business owners to target the user with specific ads. Setting up a ‘company page audience’ is crucial for businesses to target users who have engaged with their LinkedIn page in the past, enhancing the effectiveness of your advertising strategy.

Two features set LinkedIn’s dynamic retargeting apart from other marketing techniques. The first feature pertains to personalization, while the other relates to engagement. Personalization comes from fetching user-specific information like name, age, job title, and profile picture to create hyper-personalized ads. Conversely, engagement is maintained thanks to the various ad formats offered by LinkedIn. This ensures better exposure to warm leads. Setting up a ‘lead gen form audience’ allows you to target individuals who have interacted with lead-gen forms, linking them to specific campaigns for effective retargeting.

Types of LinkedIn’s Dynamic Retargeting Ads

LinkedIn offers a diverse range of dynamic ads, each tailored to specific objectives and target audiences. Below are some of the most common categories:

• Follower Ads: These ads encourage users to follow your business or personal account, helping to build a LinkedIn following.
• Job Ads: By launching job ads, businesses get in touch with potential applicants and direct them to job application pages, allowing them to stay updated on the hiring process.
• Spotlight Ads: Spotlight ads direct traffic to a landing page or website of your choice. They are designed to promote various offerings, including products, services, events, newsletters, and more.
• Content Ads: Content ads are tailored to generate leads by encouraging users to download your content. They are available for purchase only through a LinkedIn sales representative.
• Single Image Ads: These ads engage viewers by displaying a single image. Advertisers can create audiences based on user interactions with these ads, building remarketing lists from those who have clicked or viewed them.
• Video Ads: Video ads can be utilized in retargeting strategies by segmenting audiences based on the percentage of people who viewed the video. This allows marketers to create follow-up content tailored to a user’s engagement level with another video ad.

Smart Retargeting Through User Behavior, CRM, and LinkedIn Insight Tags

Leveraging user behavior and CRM (Customer Relationship Management) insights is crucial for outlining successful retargeting strategies. By grasping how users interact with the brand, businesses can create personalized campaigns that resonate with their target audience. Tracking LinkedIn members through the Insight Tag to build a retargeting audience from past interactions enhances the effectiveness of LinkedIn advertising campaigns. Here are the key steps to create retargeting campaigns based on user behavior and CRM data:

1. Exploiting CRM Data
   Businesses should take advantage of first-party data from their CRM software to create personalized ad campaigns. This data typically includes demographics, online behavior, and offline interactions.
2. Segmenting Audience
   Based on common traits and behaviors, CRM lists are created to decide which campaigns to pursue and analyze while tracking the entire marketing funnel. Lists are then exported, cleaned from any junk leads, and organized in a format matching the standards of the advertising platform.
3. Automating Data Syncing
   Many integration tools are available to automatically sync CRM data with LinkedIn Dynamic Ads. Tools like AdEspresso, Funnel, and HubSpot facilitate the automated transfer of data, ensuring real-time updates that reflect the conversion of leads into customers while maintaining compliance with privacy regulations.
4. Targeting and Retargeting
   Efforts deliver better results when retargeting is integrated with effective initial targeting strategies. This process can feel like a roller coaster as marketers constantly strive to engage prospects who are more likely to convert. Retargeting ads are particularly effective in re-engaging users who have previously interacted with the brand.

Setting Up LinkedIn Retargeting Campaigns

Setting up a LinkedIn retargeting campaign is a straightforward process that requires just a few key steps:

1. Install the LinkedIn Insight Tag on your website: This tag is crucial for tracking conversions and building website audiences, as it collects data on user interactions and behaviors.
2. Create a retargeting audience using the Matched Audiences feature in LinkedIn Campaign Manager: Select the audience type, such as website visitors, and choose the audience members you want to target.
3. Create a new ad campaign with a retargeting ad: Design an ad that will resonate with your retargeting audience, leveraging LinkedIn’s various ad formats.
4. Set up a budget and targeting options: Define your budget and refine your targeting options to ensure your ads reach the right audience.

By following these steps, businesses can effectively set up LinkedIn retargeting campaigns that re-engage potential customers to drive conversions.

Enhance the Buying Journey with LinkedIn Dynamic Retargeting

Dynamic retargeting takes it a step further by displaying ads for the exact product or service users previously viewed on the business’s website, making the advertisements more relevant and engaging. Leveraging LinkedIn ad campaigns for retargeting can greatly improve a business’s conversion tracking, audience targeting, and web analytics with the LinkedIn Insight Tag.

Dynamic retargeting drives higher conversion rates than general ads. As a key marketing strategy, website retargeting focuses on re-engaging visitors who left without taking action, helping to increase conversions and strengthen brand awareness.

LinkedIn Dynamic Ads, particularly those incorporating video, deliver a more engaging and convincing experience, boosting the chance of a conversion. Other than keeping enterprise prospects engaged with relevant content, these ads can be up to 8 times cheaper than traditional ads, which minimizes business budget strains.

Best Practices for LinkedIn Retargeting

To get the most out of LinkedIn retargeting, businesses need to follow best practices that maximize their ROI (Return on Investment). Here are some key best practices to keep in mind:

1. Use audiences from all available sources: Leverage data from website visitors, customer information, and engagement with your brand on LinkedIn to maximize your reach and create comprehensive retargeting audiences.
2. Keep exclusion audiences updated: Regularly update exclusion lists to avoid retargeting users who have already taken desired actions, such as submitting a lead gen form, ensuring your ad spend is used efficiently.
3. Use multiple ad formats: Experiment with different ad formats, including text ads, sponsored content ads, and video ads, to engage users in various ways and find what works best for your audience.
4. Mix up calls to action: Vary your calls to action to determine which messages resonate most with different segments of your audience.
5. Control your rotation settings: Use rotation settings to prioritize the metrics that matter most to you, optimizing your ads for better performance.
6. Always include five ads: Create at least five ads in your campaign to enhance LinkedIn Ads performance and provide variety to your audience.
7. Monitor reach and frequency: Keep an eye on reach and frequency metrics to avoid ad fatigue and ensure your ads are seen by the right people at the right times.
8. Use manual bidding: Opt for manual bidding to control your bid amounts in the auction for ad impressions, starting with a low number to achieve the lowest average cost per click possible.

By following these best practices, businesses can create effective LinkedIn retargeting campaigns that drive conversions, increase sales, and boost revenue.

Conclusion

Harnessing the full potential of LinkedIn’s dynamic ads enables businesses to stay ahead of the competition, capture the attention of enterprise prospects, and maximize their marketing ROI.

Frequently Asked Questions

What are some best practices for effective dynamic retargeting on LinkedIn?

Best practices include specifying clear audience segments, constructing engaging and visually appealing ad content, testing different ad formats, and regularly analyzing performance metrics to optimize campaigns.

Can advertisers exclude certain audiences from the retargeting campaigns on LinkedIn?

Surely, LinkedIn lets advertisers create exclusion lists to avoid retargeting specific audiences who have already converted or interacted with a different campaign. This way, targeting is refined to maintain a cost-effective strategy.

How can advertisers measure the success of LinkedIn dynamic retargeting campaigns?

Success can be measured using LinkedIn’s analytics tools, which deliver insights into key metrics such as CTR, conversion rates, engagement levels, and ROAS.

Partner with Avid Demand to take your LinkedIn marketing program to new heights.

Geared up to promote your LinkedIn advertising strategy and engage warm leads through advanced dynamic retargeting? Contact Avid Demand today to let our expertise help you optimize your campaigns and drive better results.

Bassem Salem February 26, 2025

Bassem Salem is a Senior Paid Media Manager at Avid Demand. He has extensive experience managing successful campaigns across nearly all ad platforms.