Website retargeting lets you retarget your website visitors with ad content on LinkedIn. By adding the LinkedIn Insight Tag to your website, you can match website visitors to members on LinkedIn for further engagement. You can also use website retargeting with LinkedIn demographic segments for more refined targeting.
Here's a tip
You need the Insight Tag installed on your website for your website audiences to build. If you already have the Insight Tag installed on your website for conversion tracking, you don’t need to install it again.
Ways to build your website retargeting audience
When you create a website retargeting audience, you can create an audience based on:
- Actions taken on your website, known as Website Actions - Using the Insight Tag, all your website’s button clicks, page visits, and form submissions are automatically collected and available to use as a base for your retargeting audience. Keep in mind, we are gradually making this feature available, and it may not be available for your ad campaign at this time.
- Manually adding URLs - You can choose to build your website audience from visitors that visit a page on your site that starts with, equals, or contains the URL.
The following are ways you can create an audience:
Create an audience using actions taken on your website (Website Actions)
To set up your retargeting audience from your Audiences page using actions:
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Sign in to Campaign Manager.
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If you need to switch accounts, click the account name in the upper-left corner of the page and select the correct account name from the dropdown.
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Click
Plan on the left menu and select Audiences. -
Click the Create audience
button, then select Matched Audience. -
Select Website, then click Next.
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Name your audience and select the time range of when your audience engaged with your website.
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If you have more than one domain, select the relevant domain from the Domain dropdown menu in the upper-right corner.
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Click Button clicks or Page visits at the top and select the checkbox next to the actions you’d like to retarget your audience by. You can choose more than one action.
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Click Next step.
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Review your audience. In some cases, LinkedIn will recommend including additional buttons or pages in the audience you're creating. You can choose one or more of the suggested actions and add them to your audience.
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If you’d like to create a filter, click Add filters
. From here, you can: - Select the circle next to Exclude pages or Track only specific pages. Choose Equals, Starts with, or Contains to exclude or track a specific URL.
- Select the checkbox next to Track only buttons that submit a form to only track form submissions.
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Click Agree & Create in the bottom right.
Create an audience by manually adding URLs
If you want to use specific pages instead of actions to build your retargeting audience:
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After you’ve named your audience and selected a time range, click Page visits.
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Click Manually enter URLs below your actions list.
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Click the Match a URL that dropdown menu and choose Equals, Starts with, or Contains. Add your URL.
- Starts with - Use when you have dynamic parameters at the end of your URL. Your audience will build when members visit any page on your site starting with the URL entered.
- Equals - Use to build audiences when members visit this exact URL on your site.
- Contains - Use to build audiences from pages on your site that contain keywords or phrases in the URL. When using contains, you don’t need to add the complete URL.
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Click + And also below a URL to narrow which pages conversions are counted from. For example, match a URL that starts with example.com and contains thank-you.
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Click + Add a new OR rule if there are multiple URLs that the audience can build from.
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Click Next step.
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Review your audience and click Agree & Create.
Keep in mind, when adding specific pages, you can exclude http:// and https://. Only include "www" if it appears in your URL as a site visitor would see it.
Tips when creating your website retargeting audience
When creating your website retargeting audience, keep in mind:
- Your audience will need to match at least 300 website visitors to be used in an active campaign.
- It can take 48 hours (on a rare occasion, longer) for your audience to process and deliver. A campaign will start serving once the audience has processed.
- When selecting targeting facets for your campaign audience, website retargeting audiences may not be used with member interests and traits.
- You can also create an actions-based retargeting audience on your Website Actions page in Campaign Manager.
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