How to Use LinkedIn Retargeting for Professional Audiences

How to Use LinkedIn Retargeting for Professional Audiences

LinkedIn retargeting is a great way for companies to reach professionals online and convert them into paying customers. Similar to Facebook retargeting or Google remarketing, LinkedIn retargeting can help you strategically reach potential customers who are likely already interested in your business. You can show particular ads to specific audiences based on the actions they’ve taken on your website or LinkedIn page. LinkedIn retargeting allows companies to create audiences for their ads based on not just visits to a webpage, but video views, event RSVPs, and people who filled out (or partially filled out) a lead generation form as well. If LinkedIn retargeting sounds like something that could benefit your business, read on to learn more about it, the types of audiences you can create with it, and instructions on how to create your own LinkedIn retargeting campaign.

What is LinkedIn Retargeting?

LinkedIn retargeting is a marketing strategy brands use to reach specific audiences with ads on LinkedIn. The audiences are created using the data collected from a Linkedin Insight Tag, a piece of Javascript code you can add to your website. The LinkedIn Insight Tag will take note of users’ interactions with your website, videos, or forms and generate audiences based on your input. You can customize the audiences based on which users did or did not take certain actions. This way, you can use LinkedIn retargeting to reach professionals who might already be interested in your product or service.  

Why do companies use LinkedIn Retargeting?

Compared to other types of remarketing campaigns, companies who use LinkedIn retargeting can show their ads to a more professional audience. This feature makes LinkedIn retargeting an ideal strategy for B2B businesses because they are more likely to find their target groups on LinkedIn compared to Facebook or a Google search engine results page. When running a remarketing campaign, the more relevant your audience is the better, so businesses who want to market to professionals should seriously consider LinkedIn retargeting.

linkedin video ad example

According to LinkedIn, four out of five members of the social media website drive business decisions. Compared to people who might like your product but are not able to purchase it for themselves or for the company they work for, the people you can reach on LinkedIn are more likely to make purchases on their company’s behalf — an especially useful feature for B2B companies.

linkedin targeted ad example

However, it’s not just B2B companies that can benefit from Linkedin retargeting. LinkedIn also reports that its members have two times the buying power of the average internet user. This not only benefits marketers at B2B companies but B2C companies as well. LinkedIn users can make purchases for themselves or their businesses, making LinkedIn remarketing a diverse environment for showing all kinds of ads to all kinds of people. You just need to decide who you want to retarget using one of the types of LinkedIn retargeting audiences below.

Types of LinkedIn Retargeting Audiences

When you advertise on LinkedIn, you can target a specific audience using a function called matched audiences. Using matched audiences, you can either upload your list of contacts or companies you want to target, or use retargeting audiences generated based on data you collect. LinkedIn retargeting has five types of audiences you can create and use for your ad campaigns. Within these audience types, you can choose groups of people that you want to show targeted ads to, or not. The audiences look a little bit different than other types of remarketing audiences, and they can be useful for reaching people with ads for more than just your products or services. Because LinkedIn is a professional networking website, you can target professionals with events and job postings, and find more success with B2B advertisements when you target video viewers, people who started filling out a lead generation form, event attendees, and more.

Website Audiences

Website audiences are used for all kinds of remarketing campaigns. Using the LinkedIn Insight Tag, you can create audiences for retargeting based on any page of your website. This means you can find out who is visiting your homepage, product pages, blog, or other sections of your website and send each group unique ads. You also have the option of using the analytical data you collect with the tag regarding your website audiences to observe the various demographics who are visiting your website. After observing which demographics are visiting which web pages, you can design ads that are more personalized to those demographics, which will make your LinkedIn retargeting campaign that much more effective.

Video Audiences

Video retargeting allows you to create audiences based on how they interacted with your video ads on LinkedIn. You can control how video retargeting audiences are created based on who viewed a certain percentage of your video. Video audiences can include (or disclude) anyone who saw 25%, 50%, 75%, or 97% of your LinkedIn video ad. What you do with the audiences afterward is up to you — you can show them the same video ad, a different one, or another type of targeted content altogether.

Lead Gen Form Audiences

LinkedIn retargeting also allows you to collect data based on who interacted with your lead generation forms. You can track how many people opened and completed each separate lead gen form on your website, and create audiences based on the data. Even if potential customers did not follow through with completing a lead gen form, you might be able to reach them with a LinkedIn ad using this method. You also have the option of retargeting audiences who did complete one of your lead gen forms. 

Company Page Audiences

Company page audiences can be created based on who looked at your company’s profile page on LinkedIn, or, if you have a call-to-action button in your page’s header, the people who interacted with that button. This function of LinkedIn retargeting is a great way to keep track of CTA button clicks and follow up with people who might’ve thought about clicking the button, but decided against it. You can use a company page audience to reach them with a LinkedIn post inviting them back with more information about what your company can offer them. 

Event Audiences

If you take advantage of LinkedIn Events for your company, you can also take advantage of event audiences for your LinkedIn retargeting campaigns. When you hold your next networking event, presentation, seminar, or workshop, you can use the LinkedIn Insight Tag to keep track of the people who attend. Then, you can send them unique ads based on their attendance using the event audiences you create. 

How To Create LinkedIn Retargeting Ads

The basic idea behind how to use LinkedIn retargeting ads is simple. First, you install the Linkedin Insight Tag on your website or LinkedIn page, depending on the type of audience you want to create. From there, you can use the LinkedIn Insight Tag to begin observing who is viewing pages or clicking on buttons. Then, you can create and publish ads for targeted audiences based on the data you collected. Read on for a step-by-step description of how to create LinkedIn retargeting ads for your business.

1. Login to LinkedIn Campaign Manager

You’ll need to use LinkedIn Campaign Manager to create remarketing ads, so the first step is to log in to the platform. If you have never used LinkedIn Campaign Manager before, you will need to name your account and enter the type of currency you use. You also have the option of adding your company’s LinkedIn profile page to the account. Enter this information, then click on the blue “Create account” button. You’ll need to select a campaign group, then click “Next” to be taken to the campaign creation screen.

login to linkedin campaign manager

2. Choose an Audience Type

Now you can begin creating a LinkedIn retargeting ad campaign. First, you’ll need to choose an audience type. Choose a location and language for your audience, then under the “Audience” menu, select “retargeting,” then choose the type of audience you would like to create for your retargeting ads. As we outlined above, you can create an audience based on company page visitors, event RSVPs, lead gen forms, video viewers, and website visitors. For this example, we’ll use website visitors to create an audience based on people who viewed the Exchange Marketplace homepage.

choose a target audience

Enter the URL you want to use, and give the audience a name. After clicking the “Next” button, you will be taken back to the campaign setup page where you can further refine your audience. Fine-tune the audience by repeating the process, adding groups to include and exclude until you’ve created the audience you would like to reach with your retargeting ads.

enter the url of your homepage

3. Install the LinkedIn Insight Tag on Your Website

Because we’re using an external website for this example, we’ll need to use the LinkedIn Insight Tag to generate our retargeting audience. The LinkedIn Insight Tag is a piece of Javascript code that you integrate into your own website’s code. It works similarly to the Google Ads tag or the Facebook pixel by storying data about who visited your website as cookies. The data is used to create the website audience you will use in your remarketing campaign. You can access the LinkedIn Insight Tag from the LinkedIn campaign manager under “Account Assets” in the top bar menu. Click on “Insight Tag” from the dropdown.

click on insight tag

You’ll be taken to the website tracking page. If you have already been using a LinkedIn Insight Tag, you would be able to see data about each domain you’re tracking on this page. Click on the blue button that says “See my Insight Tag” to access the Javascript code you’ll need to add to your website.

see my insight tag

On the next page, you have three options for how you would like to install your LinkedIn Insight Tag. Click on “I will install the tag myself” to copy and paste the code into your website. If you select “I will send the tag to a developer,” LinkedIn will send an email with the code and instructions on how to install it to the email address associated with your account. The email can be forwarded to your developer. Choose “I will use a tag manager” if you use a partner platform and would like to integrate the tag without having to alter your website’s code. 

choose how to install insight tag

4. Collect Visitor Data

As soon as you add the LinkedIn Insight Tag to your website, you’ll begin collecting data that will eventually be used to create an audience for your LinkedIn retargeting campaign. Keep in mind that you’ll need to reach 300 visitors before the audience can be created. All you need to do is sit back and let the LinkedIn Insight tag do all the work.

5. Create Your Targeted Ads

Once your audience reaches 300 individual page visitors, you can officially use it in your remarketing campaign. All that’s left to do is choose the type of ads you want to use, then budget and schedule your campaign. Depending on your marketing strategy, you might choose a single image ad or video ad that will appear as a sponsored post in users’ feeds, a spotlight or text ad, or even a message/conversation ad that will engage with your audience in their LinkedIn direct messages.

choose a type of ad

For the budget, set an estimate for how much you want to spend daily, or over the entire span of your ad campaign, or both. You can choose to run the campaign for a set amount of time, or set a start and end date. Finally, you can choose a bidding strategy, which allows you the option of maximizing the results of your campaign within your budget or sticking close to your budget goals without maximizing the number of ads.

 set a budget


You should now have everything you need to get started on your LinkedIn retargeting ad campaign. With so many options available for types of remarketing audiences, LinkedIn retargeting is an advertising option that any B2B business should consider. Just follow the steps outlined in this article to set up your LinkedIn retargeting ads, and use the campaign manager to track them and watch the conversions roll in.