Retargeting, also known as remarketing, is a digital marketing strategy that involves displaying targeted ads to users who have previously interacted with a brand’s website or digital content. The primary goal of retargeting is to re-engage these potential customers and guide them back into the conversion funnel.

Despite evolving privacy and data regulations (such as cookies on the way out), retargeting will still remain, albeit in a transformed manner. The adoption of privacy-preserving technologies, the strategic use of first-party data, and advancements in contextual targeting will redefine what retargeting looks like. We explore this further in What personalised marketing looks like in a changing privacy world. This is good news for businesses seeking to increase conversions and ensure cost efficiencies of their digital advertising spend through retargeting. 

Also, keep reading for a step-by-step guide to retargeting on LinkedIn!

Why retarget?

Personalise engagement:

Retargeting allows businesses to personalise their interactions with potential customers. By analysing users’ previous actions, brands can tailor their ads to showcase products or services that align with the users’ interests and preferences. This personalised approach not only increases the chances of conversion but also enhances the overall user experience across multi channels. 

Stay top of mind:

One of the key benefits of retargeting is the ability to keep your brand at the forefront of users’ minds. Research shows that consumers often require multiple touch points with a brand before making a purchase decision. Retargeting ensures that your brand remains visible to users as they browse other websites or social media platforms, reinforcing brand recall and trust.

Optimise your ad spend:

Traditional advertising methods may cast a wide net, reaching a broad audience without guaranteeing engagement from interested parties. Retargeting, on the other hand, focuses on individuals who have already demonstrated an interest in your products or services. This targeted approach ensures that marketing dollars are spent on an audience more likely to convert, maximising the return on investment (ROI).

The cost-efficiency of retargeting

Higher conversion rates:

Studies consistently show that retargeted ads have higher conversion rates compared to regular display ads. This is attributed to the fact that retargeting targets users who are already familiar with the brand or have shown interest. By presenting relevant content, businesses can create a sense of urgency or incentivise a return visit, nudging users towards conversion.

Improved click-through rates (CTR):

Retargeted ads often boast higher CTRs compared to other forms of digital advertising. The familiarity users have with the brand makes them more likely to engage with retargeted content. As a result, businesses can achieve more clicks and interactions with their ads, further justifying the allocation of marketing spend to retargeting efforts.

Key tips for realising the full potential of retargeting

Segmentation and customisation:

Segmentation is a cornerstone for successful retargeting campaigns, as it involves understanding the diverse behaviours of your audience. By categorising users based on their actions, businesses can craft tailored ad content that speaks directly to the interests and preferences of each segment. Whether it’s showcasing specific products or addressing specific concerns, personalised messaging significantly boosts the effectiveness of retargeting efforts.

One effective tool for segmentation is the use of custom audience segments on popular platforms like LinkedIn and Facebook. For instance, a real estate firm could create a custom audience segment consisting of users who have engaged with their website listings or blog content. Subsequently, these segments can be retargeted (through hashed identifiers or first-party data or cookies in this current environment) on platforms like LinkedIn or Facebook, enabling the delivery of ads or content to individuals who have already demonstrated interest. This not only enhances the relevance of the advertising but also increases the likelihood of meaningful engagement.

Ad frequency and timing:

Striking the right balance in ad frequency is essential. While you want to stay visible, bombarding users with too many ads can lead to ad fatigue and negatively impact user experience. Additionally, timing is crucial. Consider the typical buying cycle for your products or services and schedule retargeting ads accordingly to maximise impact.

A/B testing:

To refine and optimise your retargeting strategy, embrace A/B testing. Experiment with different ad creatives, messaging, and calls-to-action to identify what resonates most with your audience. Continuous testing allows businesses to adapt and evolve their retargeting approach for maximum effectiveness.

Cross-channel integration:

To harness the full potential of retargeting, businesses should integrate it seamlessly with other marketing channels. Align retargeting efforts with email marketing, social media campaigns, and other digital strategies to create a cohesive and immersive brand experience across platforms.

Examples of privacy-preserving retargeting strategies:

Privacy-respecting retargeting involves delivering personalised content or ads to users based on their previous interactions while prioritising user privacy. Here are some examples:

Contextual advertising:

Instead of tracking individual user behaviour, advertisers can focus on contextual advertising. Ads are displayed based on the context of the web page or content being viewed, rather than relying on specific user data.

Frequency capping:

Limit the number of times an ad is shown to a user within a specific time frame. This prevents users from feeling overwhelmed by the same ad and minimises the need for extensive tracking.

Anonymous identifiers:

Instead of using personally identifiable information (PII), use anonymous identifiers to track user behaviour. This can include using hashed or encrypted identifiers that don’t directly link to a specific individual. For example, you can retarget LinkedIn users who have interacted with your website’s real estate listings page without directly identifying the individuals.

Server-Side Tracking:

Move tracking and data processing to the server side rather than relying on extensive client-side tracking. This can help to reduce the amount of data stored on the user’s device.

Anonymised Data:

Use anonymised or aggregated data when orchestrating retargeting efforts. Instead of relying on personally identifiable information (PII), focus on patterns and trends derived from broader user groups to maintain privacy.

Hashed or Encrypted Identifiers:

When utilising identifiers for retargeting, use techniques like hashing or encryption to protect user identities. This allows for tracking and personalisation without exposing sensitive information directly.

Secure Data Transmission:

Ensure secure and encrypted transmission of data between different channels. This is critical to prevent unauthorised access or interception of user data during the retargeting process.

A Step-by-Step Guide to LinkedIn retargeting, for example:

1. Install the LinkedIn Insight Tag:

The LinkedIn Insight Tag is crucial for tracking website visitors. Install it on your website by adding the provided code to the header of your website. This tag allows LinkedIn to track user interactions.

2. Define Your Retargeting Goals:

Clearly define the goals of your retargeting campaign. For example, you might want to target users who visited specific pages on your website or engaged with certain content.

3. Create Custom Audiences:

In LinkedIn Campaign Manager, navigate to “Account Assets” and select “Matched Audiences.” Create a new audience based on website retargeting. Specify the criteria for your custom audience, such as users who visited specific pages or took certain actions.

4. Set Up a Campaign:

Start a new campaign in the Campaign Manager. Define your campaign objectives, budget, and schedule.

5. Create Ad Creatives:

Develop ad creatives that are tailored to your retargeting audience. Craft compelling headlines, copy, and visuals that resonate with users who have already shown interest in your offerings.

6. Set Targeting Options:

In the ad set settings, define your targeting options. Choose the custom audience you created for retargeting. You can also narrow down your audience based on criteria such as job title, company size, and industry.

7. Set Bid and Budget:

Determine your bid strategy and budget. LinkedIn offers bidding options like cost per click (CPC) or cost per impression (CPM). Set your maximum bid and daily or lifetime budget.

8. Review and Launch:

Review all your campaign settings, including ad creatives, targeting options, bid, and budget. Once you’re satisfied, launch your retargeting campaign.

9. Monitor and Optimise:

Regularly monitor the performance of your retargeting campaign in the LinkedIn Campaign Manager. Track key metrics such as click-through rates, impressions, and conversions. Optimise your campaign based on the data to improve effectiveness.

Keep us posted on how you go!

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By focusing efforts on individuals who have already expressed interest, businesses can enhance engagement, increase conversion rates, and ultimately achieve a higher ROI of ad spend. The versatility and cost-efficiency of retargeting make it a valuable addition to any comprehensive digital marketing strategy, helping businesses stay competitive in a crowded online marketplace.