A Guide To LinkedIn Single Image Ad Retargeting

LinkedIn has pleasantly surprised its users in recent years by constantly introducing new features.

In April 2022, he publicly released the ability Create a retargeting audience Based on individuals engaging in single image advertisements.

This targeting option enters the category of video views and lead form retargeting as another way to reach visitors engaged by ads.

These audiences are currently created by campaign level, which includes only individuals who meet the targeting criteria for the campaign(s) you have selected to be part of the audience.

Note that you could potentially use standalone single image ads or sponsored content based on the existing post you are promoting.

Targeting Audiences Through LinkedInScreenshot from LinkedIn, May 2022

There are a few options for going with your audience, either wide or narrow.

You can choose to include everyone who engages with the ads in some way (including reactions, comments, shares, and clicks) or you can limit audience creation to feeable clicks.

These will only include people who take the desired click action that is billing to your campaign settings, such as clicking on a landing page, opening a lead form, or watching a video.

You can also choose an engagement time frame to include people in your audience.

Options include 30, 60, 90, 180 and 365 days.

You’ll likely want to think about the potential size of your target audience from the original campaign and the length of your sales cycle when deciding which period to choose.

You can also build audiences of different lengths to stalk different future retargeting messages depending on the duration of the initial engagement with your ad.

Benefits of Engagement-Based Retargeting

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Pixel-based retargeting audiences is becoming less reliable as mobile OS and browser restrictions reduce the ability to track users.

On the other hand, first-party platform data has become more valuable.

By expanding the opportunities for in-platform engagement retargeting, LinkedIn provides a way to instantly build audiences from individuals who might not otherwise enter into pixel-based retargeting.

Additionally, paid search has become more focused on audiences with loose match types and enhanced machine learning, and less on targeting very specific keywords.

Supplementing a search with paid socials becomes increasingly valuable to ensure that you reach your target audience across multiple channels.

Specifically for B2B advertising, LinkedIn lets you reach individuals front and center through precise targeting when identifying keywords can sometimes be difficult for specific industries.

By strictly limiting the audience to the people associated with the ads, you can narrow the audience to people who meet your targeting criteria.

For example, if your initial campaign setting targets people who work for a list of companies, you know that the limited audience of people who click your ads should only include employees from those companies.

Effectively, you’ve now built yourself a list of people associated with your major target accounts who are interested in your content based on your behavior.

You can either grow the audience by including multiple campaigns or stick to splitting different audiences by separate campaigns, depending on how you set up future retargeting. want to do.

Full-Funnel Campaign Approach

The price of LinkedIn has always made it a complicated channel to justify the cost of brand awareness advertising.

However, post-engagement audience building allows for more strategic top-of-funnel ads To capture users interested in your brand and retarget them with more offer-focused messaging.

For example, a top-of-funnel campaign may contain sponsored content that engages users with blog articles related to your industry.

You can build audiences from people associated with those posts and then retarget lead ads that offer a buyer’s guide in exchange for their contact information.

Since you’ve already warmed them up with the starting ingredients, in theory, you can pre-select individuals who have expressed some level of interest in your products.

At a minimum, even if you don’t have immediate plans to create a future campaign, set up a retargeting audience each time you set up a single image ad campaign.

You’ll have an audience ready to go if you want to use it in the future.

audience exclusion

Using engagement-based audiences for direct targeting can also be useful for exclusions.

If you want to avoid over-saturating users with your ads, you can exclude people from your campaign after they engage.

Especially when running a brand awareness/top-of-funnel game, you can make sure they don’t continue to see the same post after giving feedback or clicking on it.

Additionally, if you’re moving people to an asset such as a mid-funnel offer campaign, you may be able to build up wires by focusing on maintaining lead gen-focused messaging in their feed while continuing to show them high funnel content. can avoid crossing.

Exclude advertisers in the original campaign when targeting in a major people-oriented campaign.

Start targeting!

Now that you’re familiar with the ability to build a single image ad retargeting audience on LinkedIn, start thinking about ways to implement it in your ad account.

Perhaps you already have blog content available that you can promote through sponsored content ads to start building an audience.

Think about the person you want to reach; You may want to cast a wide enough net to allow for cost efficiency, knowing that you can narrow it down to individuals who express interest directly.

Build your audience, let them start building, and start retargeting them to take additional action.

I’m excited about this feature and look forward to seeing what else LinkedIn rolls out to advertisers over time.

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Featured Image: Abel Justin / Shutterstock

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