LinkedIn Announces Engagement Retargeting Capabilities For Advertisers

LinkedIn has announced some new features for advertisers, including the much-anticipated engagement retargeting options for ads and lead generation forms. LinkedIn Marketing Solutions senior director Abhishek Shrivastava said that the LinkedIn team has been shifting its product plans in response to the COVID-19 pandemic. This includes introducing new features focused on virtual engagement, such as live video events. The pandemic has “accelerated that need of the market,” said Shrivastava.

The new functionality allows advertisers to create retargeting audiences of users who have Video Ads or interacted with Lead Generation Forms.

Retargeting means that advertisers can now create and target ads specifically to users who watched 25, 50, 75 or 100% of their video ads. This feature also lets them target ads at users who opened or submitted a Lead Gen Form.

LinkedIn has announced some new features for advertisers, including the much-anticipated engagement retargeting options for ads and lead generation forms. LinkedIn Marketing Solutions senior director Abhishek Shrivastava said that the LinkedIn team has been shifting its product plans in response to the COVID-19 pandemic. This includes introducing new features focused on virtual engagement, such as live video events. The pandemic has “accelerated that need of the market,” said Shrivastava.

The new functionality allows advertisers to create retargeting audiences of users who have Video Ads or interacted with Lead Generation Forms.

Retargeting means that advertisers can now create and target ads specifically to users who watched 25, 50, 75 or 100% of their video ads. This feature also lets them target ads at users who opened or submitted a Lead Gen Form.

Before the announcement, LinkedIn has already been testing the feature with a few advertisers. One advertiser reported that engagement retargeting increased their conversions by 20 percent while lowering the cost per conversion by 24 percent.

The video retargeting feature will also extend to the LinkedIn Audience Network, which was launched by the company in 2017 as a way to help marketers extend their LinkedIn ad campaigns beyond LinkedIn itself. According to LinkedIn, the network now includes publishers such as Microsoft News, MSN.com, and Flipboard. LinkedIn also said that the network can now extend the reach of a Sponsored Content campaign by 25 percent while adding 9x more monthly touch points with some LinkedIn members.

Engagement retargeting was a much-needed feature for the platform because without it, advertisers are left sending top-of-funnel ads to the same users over and over, without proper insight on their response. LinkedIn will now provide an on-site function that advertisers can rely on for retargeting their video ads.

More and more social platforms are experimenting on various remarketing possibilities based around user behavior. Facebook developed this over the years, for example, by adding the ability to target users who engaged with posts, contacted a Page via Messenger, or watched a certain percentage of a video.

Because LinkedIn is heavily focused on B2B marketing, the product life cycles tend to be longer. This means there are more interactions along the way to a purchase or conversion.

With the new feature, advertisers will be able to create audiences based on how much of their video the audience watched. Like Lead Gen Form audiences, it will also allow you to choose a time period of 30 to 365 days in the past.

LinkedIn will also allow advertisers to specify which video ad campaigns they are looking to focus on. It will list the number of video views per campaign, including completion rates, and time periods.

Advertisers should see the engagement retargeting features rolling out in their accounts over the next month.

To make your lead generation efforts on LinkedIn much easier, use a high quality automation tool like Kennected. Kennected lets you send personalized messages and follow-ups automatically. Kennected uses laser accurate data to find the ideal clients for you. Try Kennected today.

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