LinkedIn’s large audience of professionals makes it an attractive platform for B2B marketers. However, LinkedIn ads can be expensive, especially when starting with a limited budget. While having a sizable budget allows you to scale campaigns more quickly, it is possible to see results on LinkedIn even with modest resources if you follow LinkedIn Ads best practices (see everything you need to know about LinkedIn Ads) and closely watch LinkedIn targeting and LinkedIn ad frequency like a hawk.

In this post, we will outline strategies to run effective LinkedIn ads and make the most of your budget in 2024. By leveraging website retargeting and choosing the right ad formats, you can reach your ideal B2B customers on LinkedIn.

Enable Website Retargeting with the LinkedIn Insight Tag

To run LinkedIn retargeting (see how to run LinkedIn retargeting like a pro here campaigns on LinkedIn, you first need to install the LinkedIn insight tag on your website. This allows LinkedIn to track visitors to your site so you can then target them with ads later.

The key benefit of the insight tag is that it tracks all website traffic, not just visits driven directly by your LinkedIn ads. So you can retarget visitors from other channels like organic search, email, and even paid ads on Google or Facebook.

To add the insight tag, simply copy the script provided in LinkedIn Campaign Manager and add it to your website code. Place it right before the closing tag on every page you want to track.

With the tag implemented, you can create audiences in LinkedIn Ads Manager based on:

• Recent website visitors (e.g. last 30/60/90 days)
• Pages visited on your site
• On-site interactions like downloading assets or watching videos

This allows for highly targeted retargeting campaigns.

Build Retargeting Audiences on LinkedIn

Within LinkedIn Campaign Manager, you can create retargeting audiences to target with your ads.

Some key options include:

• Company Page Visitors: Target people who have viewed your LinkedIn Page or clicked on a call-to-action button. Choose recency, such as last 30 days.
• Website Retargeting: Target visitors to specific pages on your website within a recent timeframe. For example, target those who visited your pricing page in the last 90 days.
• Video Retargeting: Reach viewers who have watched a specific video on your LinkedIn Page or website in the past 60 days.
• Matched Audiences: Combine your own first-party data like email lists with LinkedIn targeting to reach new audiences.

In most cases, a recency window of 30-90 days works well for retargeting. You want to reach users when they are still active in the consideration phase.

Choose the Right LinkedIn Ad Formats for Your Campaign

When creating ads, you have multiple options to choose from:

• Single image ads: Simple static image ads work well for retargeting as they are visually engaging.
• Video ads: For retargeting, short videos work well to capture attention. Consider testimonial or explainer style videos.
• Carousel ads: Display multiple images and text in a scrollable carousel ad. Useful for showcasing products, services, or content.
• Thought leader ads: Position yourself as an expert by sharing insights. Great for building authority and trust.
• Document ads: Promote whitepapers, ebooks, case studies, and other assets by featuring a download button.

Consider your campaign objective when selecting ad formats. Thought leader and video ads tend to work well for building credibility and brand awareness in retargeting campaigns.

Set Your LinkedIn Ads Budget and Allocate Spend Wisely

When starting out, aim for an initial budget of $500-1000 per month for LinkedIn ads. Within this budget, allocate:

• 70% to retargeting campaigns focused on your website visitors and high-intent audiences.
• 30% to expand reach with new cold audience targeting.

With this split, the majority of spend goes towards proven audiences likely to convert. Retargeting campaigns also tend to have lower cost-per-click, making your budget go further.

Monitor performance and optimize over time. Increase budget to scale campaigns that are working.

New Opportunities: YouTube Retargeting and Dynamic Ads

A few newer options to consider for LinkedIn ads:

• YouTube Retargeting: Remarket to people who have watched your YouTube videos in the last 60 days. Helps expand your reach.
• Dynamic Ads: Let LinkedIn automatically generate customized ads tailored to your target audiences. Makes it easier to scale personalized ads.

While still newer offerings, these present additional opportunities to make the most of your budget and reach on LinkedIn. Test them out in small campaigns to see if they can complement your broader strategy.

Conclusion

With the right approach, it is possible to drive results from LinkedIn ads even if starting out with a limited budget. By focusing spending on website retargeting audiences, leveraging the right ad formats, and allocating budget wisely, you can make every dollar count. Use the strategies outlined here as a blueprint to launch effective LinkedIn ad campaigns in 2024 that reach and resonate with your target B2B audiences.

Additional resources you might find helpful:
-Look at LinkedIn Ads Agency info and pricing
–Everything you need to know about LinkedIn ads
-The importance of LinkedIn ad frequency