How to Use LinkedIn Retargeting Ads For Video Viewers?

LinkedIn is the largest professional social media network, boasting a whopping 1.1 billion user base from around the world. And just like other social media platforms, video content triumphs on this platform as well by getting more shares than other formats. But did you know, you can do LinkedIn retargeting ads that focus exclusively on these video viewers? No? Well, yes, you can, and here is a detailed breakdown on how you could do it!

So, let us get started!

Why Should You Target Your Video Viewers With LinkedIn Ads?

When people see one of your videos and spend an extended amount of time on it, they exhibit an interest in what your business has to offer. And they are also partially introduced to your brand at this point. This means adding them to your LinkedIn retargeting ads campaign and interacting with them continuously can be beneficial for your brand.

But some people would have watched a little bit of the video, some might have watched half, and others could have seen the whole thing. This means each of these people has only registered a portion of the information in your video. Putting all of them in the same retargeting tunnel might not work well.

This is why LinkedIn has a specific feature that allows you to segment the audience based on the duration of the video that they watched. Cool, right?

By leveraging this feature, you can target more qualified leads and improve your rates of conversion.

How To Create Video Viewers As A Matched Audience?

The whole process of doing LinkedIn retargeting ads for people who view your videos is pretty straightforward. And this is how you can do it:

• The first step to making this retargeting campaign is to create an audience of video viewers in the LinkedIn campaign manager. This audience will later be used as a targeting parameter in the next set of ads. To start creating this audience, click on the “Plan” in the left menu.
• Choose “audiences” from this new drop-down menu.

• The next step is to click “Create audience” and then select “matched audiences”.

• The next part is where we choose the source for our target audience. And since we are creating an audience of people who watched a particular video, click on “Video”.

• The last step is to name your prospect audience. After which, you have to segment your audience based on the percentage of the video that they watched, which can be 25% or 97%.
• Finally, you can select the time duration within which people should have watched your video to be included in this. For example, the people who have viewed it in the past 30, 90, or even 365 days. Select the video that you want to track and then hit “Agree and Create” to finalize the audience.

How To Create a Retargeting Campaign For Video Viewers?

Now that your audience is chosen and ready to go, it is time to figure out your retargeting campaign. To create a new ad that targets these people in particular, you have to follow these steps:

• Go to the Main dashboard in the LinkedIn Campaign Manager and click “Advertise” on the left menu.

• Choose the “Create” option and then the “Campaign” option.

• Now, the next step is to choose the objective of your campaign, which can differ based on the amount of video the audience has watched. If they had watched less than 25%, then they are not aware of your offer and barely know your business. This makes them a perfect candidate for an awareness campaign. But on the other hand, if they watched more than 97%, then they know your offer and are highly intrigued, which means they might be open to conversion ads.
• Figure out where your audience is in the sales funnel and use that objective here.
• Select the campaign type, where “Classic” is selected for you as a default, and we advise you to leave it as such.
• Click on “Next”.
• Once you name the campaign and select its duration, you can click “next”.
• The next part is where you get to choose the audience for your campaign. To use the audience that we created above, click on: Retargeting > video > and choose video.

• Once you have made the necessary ad changes in other areas, such as creatives, budget, and so on, you can publish it, and you are good to go.

3 Best Practices for LinkedIn Retargeting That You Need To Know

To get maximum results on your LinkedIn retargeting ads campaigns, there are a few best practices that you need to follow. Some of them are:

1. Audience Size Impact Campaign Cost

The bigger your target audience is, the lower your campaign cost is. That is the general impact we witness.

So, when setting your target audience, make sure to target a bigger audience so as to keep your budget in line. 

But this depends as well. For example, let us consider that your business can only cater to a local audience. But for the sake of the budget, you are casting a wider net. This is not a wise strategy. Because in your efforts to keep your PPC low, you are targeting people irrelevant to you and spending money on leads who may not convert.

2. Exclusions Are Just As Important

Let us consider a scenario where you target a user who viewed your video. The retargeting was complete, and the user completed the purchase. But for some reason, they are still receiving your retargeting ads.

This can be detrimental in many ways. Firstly, the user gets irritated by seeing your ads all the time and over time may develop a bad impression about your brand as being pushy. Secondly, you are wasting your ad budget on customers when you can be targeting new leads.

To avoid these scenarios, you need to be vigilant and design your ad in a way that lets you exclude people who have converted.

3. Switch up CTAs 

Just like every other aspect of an ad, CTAs are important too, and selecting one needs to be done with due diligence.

To choose CTAs that get conversions, you need to experiment with tons of CTAs and discard the not-too-good ones. 

Out of CTAs, there are top funnel ones, middle funnel ones such as “Download guide” or “Read blog”, and finally, there are bottom ones such as “Get membership” and so on. Out of which, the mid-funnel ones can have a greater conversion rate than the other options. So, if you are using some other CTAs, compare them with the performance of mid-funnel ones and see which wins.

Final Thoughts

When a viewer watches a video of yours, they are ultimately expressing interest to a degree. Which means, with the right effort, your retargeting campaign can achieve its objective.

And one of the most important things that the follow-up ad’s success depends on is the quality of your ad designs. Because with a bad ad copy and design, your ad could repel your customers.

And to achieve such a quality of ads, you need to have design skills or the resources to acquire and manage someone who has said skills. Sounds hard, right?

Well, not anymore. Predis AI has made it easy for anyone to create ads that convert with or without design skills in a matter of seconds. By leveraging our smart AI capabilities and huge library of templates, you can get the job done swiftly and still get amazing results.

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