Retargeting (when done right) is an incredible tool

Retargeting was once seen as an advanced use of LI ads, but nowadays it's simply a fundamental; it's one of the first things we set up for our clients.

We actually extend this beyond LinkedIn.

We're a LinkedIn Ads agency primarily, but we often activate omnichannel retargeting for our clients so that LinkedIn drives the right traffic and we can capture it across channels.

It's one way to make your LinkedIn Ad spend go way further.

But back to LinkedIn retargeting - it's one of the first things you should do after opening a new ad account:

→ Go to signals

→ Copy the website pixel

→ Add it to your tag manager

This will then allow you to set up your website retargeting audiences, which are vital for increasing frequency with your most engaged potential buyers.

- Retargeting increases frequency.

- Frequency increases effectiveness.

And as we all know, B2B buying decisions aren’t made after 1 impression.

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The staple retargeting segments we activate are:

↳ Web visits

↳ Video views

↳ Company page visitors

↳ Lead gen form openers

↳ Single-image ad engagers

(Image and video views are vital to retarget TLAs)

There are others beyond this (Document, Event etc.), but the way they're set up means you'll usually get low volumes, so they're only really activated if you use these formats heavily.

BUT… all this said, while Retargeting is very powerful, a word of caution:

𝐘𝐨𝐮 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐛𝐞 𝐯𝐞𝐫𝐲 𝐜𝐚𝐫𝐞𝐟𝐮𝐥 𝐰𝐢𝐭𝐡 𝐲𝐨𝐮𝐫 𝐫𝐞𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬.

If any of the following situations exist:

→ Organic channels are driving the wrong traffic

→ Your exclusions are off or non-existent

→ Your prospecting targeting is off

Your retargeting audiences could be burning money repeatedly on the wrong audience.

For example, I get targeted by the same 2 agencies offering us LinkedIn Ads services. I checked their website once, and now I get served their ads... every single day.

In case it wasn't clear already - we're a LinkedIn Ads agency.

I understand some slip through the cracks, but any semi-decent agency managing LI Ads knows how important it is to be tight on exclusions. We could easily be removed from the pool in a few clicks by excluding either:

↳ Company name

↳ Industry: Advertising services

I don’t click on their ads as I don't want to see them burn… but I could.

So while retargeting is great, it's vital to layer on your ICP and/or exclude the wrong web visitors:

→ Exclude students.

→ Use company size.

→ Exclude your customers.

→ Exclude your competitors.

→ Exclude irrelevant + self-explanatory industries. (i.e. advertising services)

Overall, make sure your retargeting setup is tight so that nobody falls through the cracks.