Tips for using LinkedIn ads to retarget website visitors


26 Sep 2023  •   4 minutes read

Author: Admin

Tips for using LinkedIn ads to retarget website visitors

LinkedIn is not just a professional networking platform, but also a powerful advertising tool for businesses looking to reach their target audience. With over 760 million users worldwide, LinkedIn provides a unique opportunity for marketers to connect with professionals and decision-makers in various industries.

Why use LinkedIn ads for retargeting?

Retargeting is a marketing strategy that allows you to reach out to people who have previously visited your website or interacted with your brand in some way. By using LinkedIn ads for retargeting, you can stay at the top of mind for potential customers and increase the chances of converting them into paying customers.

LinkedIn offers several features and targeting options that make it an ideal platform for retargeting. Here are a few reasons why you should consider using LinkedIn ads for retargeting:

1. Access to a professional audience

LinkedIn’s user base consists of professionals from various industries, including decision-makers, executives, and business owners. By retargeting your website visitors on LinkedIn, you can ensure that your ads are seen by a professional audience that is more likely to engage with your content and convert.

2. Precise targeting options

LinkedIn provides a wide range of targeting options to help you reach the right audience with your retargeting ads. You can target based on job titles, company size, industry, location, and more. This level of precision allows you to create highly targeted campaigns that resonate with your audience and drive better results.

3. Engaging ad formats

LinkedIn offers various ad formats, including Sponsored Content, Sponsored InMail, and Text Ads. These ad formats allow you to showcase your brand, products, or services in a visually appealing and engaging way. By using compelling ad formats, you can capture the attention of your retargeted audience and encourage them to take action.

4. Integration with LinkedIn’s conversion tracking

LinkedIn’s conversion tracking feature allows you to measure the effectiveness of your retargeting campaigns and optimize them for better results. By tracking conversions, such as lead form submissions or website purchases, you can gain valuable insights into the performance of your ads and make data-driven decisions to improve your marketing strategy.

How to set up LinkedIn ads for retargeting

Now that you understand the benefits of using LinkedIn ads for retargeting, let’s dive into the step-by-step process of setting up your retargeting campaigns:

1. Install the LinkedIn Insight Tag

The first step is to install the LinkedIn Insight Tag on your website. The Insight Tag is a small piece of code that allows LinkedIn to track and collect data about your website visitors. It enables you to create retargeting audiences based on specific actions or behaviors on your website.

To install the Insight Tag, follow these steps:

  • Go to your LinkedIn Campaign Manager and navigate to the “Account Assets” tab.
  • Click on “Insight Tag” and then “Set up the Insight Tag.”
  • Follow the instructions provided to add the Insight Tag code to your website. You can either add it manually or use a tag manager like Google Tag Manager.

2. Create a retargeting audience

Once the Insight Tag is installed, you can start creating retargeting audiences based on specific website actions. LinkedIn offers several audience options, including website visitors, specific page visitors, form fillers, and more.

Here’s how you can create a retargeting audience:

  • Go to your LinkedIn Campaign Manager and navigate to the “Account Assets” tab.
  • Click on “Matched Audiences” and then “Create an audience.”
  • Select the “Website audience” option.
  • Choose the website actions you want to track, such as all website visitors or visitors of specific pages.
  • Set the desired time frame for tracking, such as the past 30 days.
  • Click on “Create audience” to save your retargeting audience.

3. Create a retargeting campaign

Once you have your retargeting audience set up, you can create a retargeting campaign to reach out to those website visitors on LinkedIn. Here’s how you can create a retargeting campaign:

  • Go to your LinkedIn Campaign Manager and click on “Create Campaign.”
  • Select the objective that aligns with your marketing goals, such as website visits or lead generation.
  • Choose your retargeting audience under the “Audience” section.
  • Set your campaign budget, bid type, and ad format.
  • Create your ad creative by adding compelling images or videos and writing engaging ad copy.
  • Review your campaign settings and click on “Launch campaign” to start running your retargeting ads.

Best practices for LinkedIn retargeting campaigns

To ensure the success of your LinkedIn retargeting campaigns, here are some best practices to keep in mind:

1. Segment your retargeting audiences

Not all website visitors are the same, and their interests and behaviors may vary. By segmenting your retargeting audiences based on their actions or interests, you can create more personalized and relevant ads that resonate with each segment. This can lead to higher engagement and conversion rates.

2. Test different ad formats and messaging

LinkedIn offers various ad formats, such as Sponsored Content, Sponsored InMail, and Text Ads. Test different ad formats and messaging to see which ones perform best for your retargeting campaigns. Experiment with different images, videos, ad copy, and calls-to-action to find the winning combination.

3. Use compelling visuals and clear CTAs

Visual content tends to capture attention more effectively than plain text. Use high-quality images or videos in your retargeting ads to grab the viewer’s attention and convey your message. Additionally, include clear and compelling calls-to-action (CTAs) that encourage users to take the desired action, such as downloading an ebook or signing up for a webinar.

4. Monitor and optimize your campaigns

Keep a close eye on the performance of your LinkedIn retargeting campaigns. Monitor key metrics like click-through rates, conversion rates, and cost per conversion. Identify any underperforming ads or audiences and make data-driven optimizations to improve the results of your campaigns.


LinkedIn ads can be a powerful tool for retargeting website visitors and boosting your marketing strategy. By using LinkedIn’s precise targeting options, engaging ad formats, and conversion tracking capabilities, you can create highly effective retargeting campaigns that drive results. Remember to follow the best practices mentioned above and continuously optimize your campaigns to maximize your return on investment.

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