K atie c ouric

Retargeting Ads on Other Platforms
As six to nine dollars a click for traffic is really expensive, you’ve got to
make the most of your ads. Retargeting can help bring initial traffic you
receive back at a cheaper price. Wilcox’s team will often retarget ads on
other platforms. LinkedIn does have its own form of retargeting, but Wilcox
shares that the results are pretty weak due to people not spending as much
time on LinkedIn as they do on other platforms. Usually they only come
back once a week to check in. Retargeting requires being in front of your
audience and staying on the radar, and LinkedIn just doesn’t have that
inventory. With Facebook ads, on the other hand, you’re in front of people
whenever they’re on social media, either on Facebook or Instagram. And
with Google AdWords, you are in front of them wherever they are on the
web with the Google Display Network (GDN). So if you want to retarget
traffic, your dream game is going to be Facebook ads and Google AdWords.
You can capture a lead on LinkedIn and then take that lead generation
information, such as their email, and upload it to the Facebook ad platform
or AdWords platform to retarget those people. This furthers your chance of
a final conversion or sale and allows you to make the most efficient use of
the traffic for which you paid.

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Quick Tips and Recap
• LinkedIn is a great platform for B2B targeting, searching for jobs,
and for reaching business-minded people.
• Your level of access to people on LinkedIn, including those that can
buy your product or give you jobs, is only limited by your ability to
reach out.
• When connecting with others on LinkedIn, find a way to provide
value. Start with a compliment or something that builds a
relationship first. Don’t sell them your service or product; instead,
offer unique value to them through your product or service.
• Share content on your feed that provides value and starts a
conversation. Even simple updates, thoughts, and experiences help
you stay at the forefront of people’s minds.
• It’s easier to go viral on LinkedIn than on many of the other business
platforms because any social interaction (a like, comment, or share)
allows your content to be seen by your network and your network’s
network.
• Because of the level of specificity, especially in the business-to-
business space, the LinkedIn ad platform is one of the most
expensive in social media. On average, clicks cost anywhere
between about six and nine dollars.
• The type of people that really benefit from the LinkedIn ad platform
include those with large revenue generating B2B deals, products, or
services (i.e., $10K+); those who know the targeting specifics of
their buyers within organizations; white-collar recruiting; and
higher-education recruiting.
• Use your ads to build credibility and trust. Offer potential clients
something of extreme value.
• A/B test and hypersegment your audience to learn more about them
and the effectiveness of your content.
• It’s vital to change the images you use in ads to keep them looking
fresh.
• Titles and introductions in ads are important to test because they’re
what people read to see if your ad is worth clicking on.

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• Retarget your ads on other platforms such as Facebook, Instagram,
or Google AdWords to maximize your spend.
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1
 Tracy Raiteri, “Did You Know That There Are Connection Limits on LinkedIn?” Townsville Social
Media Marketing, August 31, 2012, 
http://townsvillesocialmediamarketing.com/did-you-know-that-
there-are-connection-limits-on-linkedin
.

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