LinkedIn Engagement Retargeting
To understand what LinkedIn Engagement Retargeting is, let us begin with explaining LinkedIn. LinkedIn is the social media platform which houses millions of users and provides them a platform to transfer knowledge. A few times before, it has announced engagement retargeting options for ads and videos view. Retargeting is a way to reconnect people who have visited your website or app.
By announcing the concept of engagement, retargeting LinkedIn statically allows users to put forward their ads in front of an audience who has ever used or browsed LinkedIn or any of its other products or apps. It helps the advertisers reach out to more audiences and allows viewers to increase brand knowledge.
This functionality permits the advertisers to create a new audience who have videos ad and have interacted with Lead Gen Forms.
Why Engagement Retargeting?
On the reincarnation of Engagement Retargeting as announced by LinkedIn, one thing that comes to the mind is what is the purpose of this feature in the app? In answer to this question, let us understand the scenario of the advertisement market over the platform like Facebook, Google, etc.
While Google has an advertisement posting chain from Gmail to Google, LinkedIn has a specific group of visitors and users, so it is retargeting those who either have an account on its app or have visited LinkedIn. Since LinkedIn heavily relies on the business-to-business model, the product life cycle is long. With interaction every time you post, it increases the possibility of probable sale through the retargeting methodology.
Impact on Advertisers
Since the audience has not impacted the lot to the advertisers every time, the unknown users interacted through different platforms. These advertisers were not allowed to showcase their videos to the regular user. Hence, they lose a probable consumer of the product because the advertisers have no previous search and visit report. With the help of retargeting, the advertisers will connect more to the audience’s needs and requirements. Therefore, they will be able to post according to the search of the audience.
LinkedIn, with the help of Lead Gen Form Retargeting, gets the audience account created. This will work with awareness, engagement, and conversion objectives. Here audiences can be created based on members who have opened the engagement window from 30-365 days in the past.
For video engagement, the audience has to open the Lead Gen Form and open the engagement window for about 30 to 365 days in the past, along with a video view of 25%, 50%, 75%, or 100%. It can also make a record of the duration and types of videos watched by the audience.
Future of LinkedIn Engagement Retargeting
Since the announcement of the introduction of LinkedIn Engagement Retargeting, LinkedIn has not come up with any other statement. It was supposed to be a bottle opener in re-marketing advertisement. Since the announcement has been made, LinkedIn is busy with the documentation, and the launch of the most anticipated feature is still awaited.
