Increase the number of impressions you get at the very top of your funnel with only one picture or a few tweaks to your current content. Use the new functionality of the platform to educate yourself on remarketing based on user involvement.
In recent years, LinkedIn has pleasantly surprised its customers by consistently releasing new features.
A feature that allows users to create retargeting audiences based on people who interact with single-image advertising was made available to the public in April 2022.
In addition to video watch and lead form retargeting, this targeting option provides another another method to reconnect with site visitors who have already shown interest in your adverts.
At the moment, these audiences are constructed on a per-campaign basis, with membership limited to those who are targeted by the selected campaigns.
Audience building can be restricted to only charged clicks, or you can include everyone who interacts with the advertisements in any manner (reactions, comments, shares, and clicks).
You will only be charged for visitors who do the desired action, as specified in your campaign settings, whether that be visiting a landing page, opening a lead form, or watching a video.
Gains from Using Retargeting Based on Interactions
The acronyms of the movement towards a cookie-free web, such as GDPR, CCPA, and ITP, are probably familiar to you.
As mobile OS and browser constraints make it harder to follow consumers, pixel-based retargeting audiences grow less trustworthy.
The value of first-party platform data, on the other hand, has increased.
LinkedIn provides an immediate means of audience building from those who may not join pixel-based retargeting due to the platform’s emphasis on in-platform interaction retargeting.
Paid search has also shifted its emphasis from keywords to audiences through the use of looser match types and enhanced machine learning.
Paid social media promotion is a helpful addition to search engine optimization for expanding your reach to new audiences.
LinkedIn’s robust ad targeting features make it ideal for B2B marketing, where it can be difficult to pinpoint certain keywords due to the competitive nature of some sectors.
You may shape audiences to include just those who satisfy your targeting requirements by excluding anyone who hasn’t interacted with your advertising.
For instance, if you specify in your campaign settings that you only want to reach workers of a certain list of organisations, then you can expect that only those people who work for those companies would click on your advertisements.
You have effectively compiled a list of accounts related to your primary target accounts whose users have shown interest in your material.
Depending on your future retargeting plans, you can choose to either expand your audience by adding additional campaigns, or to maintain your current audience segmentation by campaign.
Using All Parts of the Marketing Channel
LinkedIn has always been a difficult channel to justify the expense of advertising for brand exposure due to its high cost.
Nevertheless, by creating post-engagement audiences, you can better target consumers who have already shown interest in your business with more offer-focused communications at the top of the sales funnel.
In order to generate leads, you may collect contact information from those who showed interest in your postings by providing them a buyer’s guide in return for their email address.
In principle, you may narrow your target audience down to those who have previously shown an interest in your goods by providing them with some preliminary material.
Set up a retargeting audience whenever you create an image ad campaign, even if you have no current intentions to launch several campaigns.
In case you decide you need an audience again, you’ll already have one.
Restrictions on Whom It May Appeal To
Directly targeting audiences based on their level of involvement can also be effective for excluding certain types of users.
When a person has interacted with your ad, you may choose to remove them from future exposure to that particular campaign.
Especially when you’re trying to raise brand recognition or run a play at the top of the funnel, you can prevent them from seeing the same post again and again after they’ve interacted with it.
You may also avoid stepping on any toes by maintaining the focus of your feed on lead generation even when you transition consumers to a mid-funnel offer campaign, such as an asset.
Keep the ad-clickers out of the main campaign but aim for them in the lead generation one.
Starting thinking about how you can use LinkedIn’s ability to generate retargeting audiences based on a single picture ad to use in your ad account.
Perhaps you already have blog posts you can use to sell sponsored content advertising and attract readers.
Plan who you want to contact ahead of time; it may be more cost-effective to reach out to a larger group of people and then focus on those who have shown an interest.
Build your audiences and start retargeting them to achieve more engagement.
I’m thrilled by this addition and am eager to see what more LinkedIn has in store for its advertising clients in the future.