LinkedIn is the largest social media platform for B2B marketing, with over 630 million professionals actively engaging with each other. It is important to identify efficiently the right audience within this complex professional network to achieve business goals.
Implementing ads is the most effective way to do so in the short term, and in particular with advertising retargeting. But previously, LinkedIn’s ads manager was not as well-developed as Facebook, leaving behind limited choices and insights for advertisers to make the best decision. To improve marketers’ experience on the platform, LinkedIn is now taking a step up in its Campaign Manager, introducing three new objectives—brand awareness, website conversions, and job applicants— for ads targeting.
Source: LinkedIn
Brand awareness
LinkedIn now allows you to promote your products or services via a campaign objective that charges per impressions (e.g. Cost per thousands of impressions).
Website conversions
LinkedIn has enhanced its capabilities and integration with the conversion tracking tool. Advertisers can further optimize their campaign according to desired goals and objectives, e.g. downloads, purchase, etc.
Job applicants
Since LinkedIn is a major platform for talent acquisition, this new feature allows companies to target the right candidate for the job with ads. Whether its a company expanding their team or HR agencies hiring for clients, Job applicants ads surely save them a lot of cost and efforts.
Along with these new features, LinkedIn also introduced an optimized click pricing option. So if your objective is website conversion, then you will only be charged for the clicks that brought users to your landing page. Same with social media engagement with likes, comments, shares, etc.
Why is the website conversion objective important to your advertising retargeting strategy?
This enables you to obtain in-depth insights on what kind of conversion the audience carried out as a result of your ads, such as signing up or downloading a whitepaper. Additionally, companies can even obtain the following demographic information from the audience.
- Job function
- Job title
- Company
- Company industry
- Job seniority
- Company size
- Location
- Country
With these detailed data, brands can go beyond retargeting people that engaged with the page or visited the website. They can get very specific with the target audience and hence, carry out a retargeting campaign effectively and with a lower cost. In fact, retargeted visitors are three times more inclined to click on your ad and are 70% more likely to convert.
LinkedIn advertising retargeting process
Source: Grazitti
Read the full article on Social Media Today.
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