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So you’re running ads on LinkedIn to attract more business? That’s great, but have you tried LinkedIn remarketing?

If not, then now’s the time to do so.

With LinkedIn remarketing, you can run ads that appear only to people who’ve visited your website or blog. That’s a great way to try to “set the hook” a second time with people who didn’t convert on the first visit.

Remarketing is also an effective online strategy. One study shows that the CTR of retargeted ads is much as 10 times better than non-retargeted ads. Even better: remarketing can improve ad response by as much as 400%.

In this article, we’ll go over how to use LinkedIn remarketing to improve your online reach.

Matched Audiences

First, you need to understand the terminology. Start by familiarizing yourself with the phrase “Matched Audiences.”

That’s a LinkedIn term that refers to any type of remarketing endeavor. There are a few different remarketing options with LinkedIn.

For the purposes of this article, we’ll just go over one option: remarketing to people who’ve visited your website.

Add The Insight Tag to Your Website

Before you can launch a remarketing campaign, you need to add the LinkedIn Insight Tag to your website. Fortunately, that’s fairly easy.

The tag, by the way, is just a code snippet that you place in a file on your site. It’s no more complicated than a copy-and-paste effort.

By the way, the Insight Tag is very similar to the Facebook pixel. So if you’ve already added the Facebook pixel to your site, adding the Insight Tag should be a snap.

To get the ball rolling, sign in to the Campaign Manager. Then, find your account name and click on it.

In the upper, right-hand corner you’ll see a Tools menu. Hover over that and select Insight Tag from the drop down that appears below.

In the window that appears, you’ll see some code. That’s JavaScript.

Copy the entire contents of that window to your clipboard.

Now, go to the source code for your website. If you’re using WordPress, you’ll probably want to open the footer.php file.

If you don’t know how to view the source code for your website or you aren’t sure how to find the footer.php file, consult your development team for assistance.

The best place to paste the code is right before the closing <body> tag. Once you’ve pasted it, save the file.

Now, you’ve added the Insight Tag to your site but you haven’t created an audience or a campaign yet.

Create the Audience for Your Campaign

To create an audience, go back into Campaign Manager. Click Select next to “Use a matched audience” on the Matched Audiences option of the targeting screen.

Then, click on Create an audience to retarget.

In the next screen, you’ll have the option to name the audience. Give your audience a short name that describes the purpose the remarketing effort.

Once you’ve entered a name, it’s time to enter one or more URLs from your website. LinkedIn will only show your ad to people who’ve visited those URLs.

You have three options when it comes to entering URLs: Exact Match, Starts With, or Contains.

  • Exact Match – LinkedIn will show your ad to people who’ve visited the exact URL you entered.
  • Starts With – LinkedIn will show your ad to people who’ve visited the URL that starts with the text you entered.
  • Contains – LinkedIn will show your ad to people who’ve visited the URL that contains the text you entered.

Once you’re done adding URLs, click the Save button.

Next, you’ll be asked to set up the Insight Tag. You’ve already done that so you can safely skip that step.

When you’re done setting up your audience, it’s time to wait. It might take up to 48 hours for LinkedIn to verify the audience you just created.

Here’s how to check if your audience is verified: go back to Campaign Manager and select Tools>Matched Audiences.

On the screen that appears, you’ll see a table with all of your audiences. Look under the “Tag Status” column. That’s where you’ll see if your audience has been verified or not.

Use the Audience in a Campaign

It’s easy to use the audience in a campaign.

Start by going back to the Campaign Manager and open the campaign you want to use for remarketing. Click the Audiences tab.

You’ll see a place where you can enter the audience. Underneath “See full list,” select the audience that you created in the previous step. Select that audience.

Be sure to select Include from the dropdown next the audience.

Now, you’re ready to launch your campaign. Your ads will only appear to people who’ve visited the URLs you specified when you created the audience.

Wrapping It Up

Whether you are doing it on Facebook, LinkedIn, YouTube or the Google Display Network, remarketing is a must for serious online businesses.

Don’t let leads get away! The vast majority of people who visit your website won’t convert on their first trip. That’s why you should use LinkedIn remarketing to follow up with potential customers.