Reach More of the Right Professionals at Scale with New Retargeting and Audience Network Tools
Make every interaction go further and turn more clicks into customers
June 2, 2020
Editor's Note: This post was co-authored by Ayusman Sarangi.
As the business world transitions to recovery mode, it’s more important than ever for brands to reach and engage the audiences that matter to their business. Reduced marketing budgets and shifting business needs also mean you are under more pressure than ever to make your online investments go further.
Over the past year, we’ve improved our audience targeting features to help you better reach the right professionals and bring more impact to your campaigns, including audience forecasting and interest targeting. Today, we’re taking the next step in this journey by introducing new capabilities to retarget by actions, as well as updates to the LinkedIn Audience Network, to help you scale engagement and consistently interact with the professionals you’re trying to reach.
Zero in on the Right Professionals with Retargeting by Video Views & Lead Gen Forms
Targeting the right professionals has never been more critical, and now Retargeting by Video and Lead Gen Forms builds on our current offering by helping you reach those most interested in your brand based on their actions with your ads, such as video views and Lead Gen Form interactions. Whether your objective is awareness, engagement or conversions, Retargeting by Video and Lead Gen Forms makes it easier to reach professionals across the buying process.
These new features enable you to:
- Tailor your message to your objective. If you are running a video ad showcasing an upcoming event, you can retarget those who watched 75% or more of that video and invite them to register with a Sponsored Content ad.
- Turn interest into conversions. If someone opens or submits a Lead Gen Form, you know there’s likely some interest, but they may not always convert the first time around. Now you can retarget those who opened or submitted a Lead Gen Form giving you another chance to re-engage the professionals who may have shown initial interest but did not ultimately convert.
- Deepen the relationships with your key accounts. Today, many of you use LinkedIn’s account targeting to reach the right contacts for your account-based marketing campaigns. Now, with our expanded retargeting features you can market to the audience of influencers and buyers based on where they may be in their purchase process.
The new remarketing capabilities for Lead Gen Forms and Video enable us to complete the full-funnel strategy we’ve been implementing on LinkedIn. Since using the new remarketing capabilities for Lead Gen Forms and videos our conversion rate has gone up by 20%, while our cost per conversion went down by 24%. — Marit van der Louw, International Content Marketer, TOPdesk
We tested retargeting by Lead Gen Forms against our normal targeting tactics and found the CTR to be 2-3 times higher. Although still early in the process, we find that leads generated from retargeting have a higher qualification rate from MQL to SQL. — Morten Jensen Senior Marketing Manager, Jabra
This feature will be available over the next month within Campaign Manager.
Scale Your Message in One Click with New Updates from the LinkedIn Audience Network
Over the past few years, the LinkedIn Audience Network has helped you extend the footprint of your Sponsored Content campaigns to reach LinkedIn’s professional audiences across a collection of high-quality, third-party publishers.
Today, we are taking those capabilities a step further so you can scale your campaigns, all while achieving a better return on ad spend. With our select trusted apps and publishers, including Flipboard, Microsoft News and MSN.com, you can deliver Sponsored Content campaigns that achieve up to 25% more reach and up to 9x more monthly touchpoints to LinkedIn members who are more active on our Audience Network.
We’ve also added the ability to retarget members who watched part or all of your Video Ads on LinkedIn or on the LinkedIn Audience Network to help you deliver messages throughout the buyer’s journey. This enables you to accelerate consideration as members engage with your brand across mobile and desktop placements on our Audience Network so you can make the most of your investment and help your business grow.
Lastly, you now have additional layers of brand protection to confidently deliver messages in trusted environments across LinkedIn Audience Network placements. Our new platform-wide pre-bid integration with Integral Ad Science automatically provides an additional layer of brand protection and contextual brand safety for all ads, and our Pixalate integration will score and filter all publishers based on invalid traffic. You can read more about our brand safety efforts here.
Watch a video about our new features here.