How to set up LinkedIn retargeting ads when selling two different products

Simone Marchili -

If you follow me, you already know my thoughts on retargeting ads. Retargeting ads are by far the best tool in every digital marketer's toolkit.

90% of B2B marketers focus mainly on cold audiences (and then they complain they fail), or in-market audiences (and then they complain their ads are expensive).

Retargeting ads are in that mid-funnel sweet spot where you can effectively:

  • choose to be top-of-mind, for longer buying journeys
  • move your audience down the funnel, for shorter buying journeys (and sometimes even convert them)

LinkedIn in particular stands out as the go-to solution for performance marketers who want to make every dollar in their advertising budget count. LinkedIn pairs the standard retargeting features that every other ad platform offers with its unique profiling capabilities.

This means you can further narrow your retargeting audience and display your ads only to those visitors, within your retargeting audience, who match specific criteria that are valuable to you.

Say you want to retarget only those who have visited your company profile on LinkedIn who also are CEOs at property companies. You can improve your campaign performance by being hypertargeted in your messaging and your creatives and serving highly relevant people.

This is especially useful when you're moving upmarket, or you are doing ABM.

I have made a quick video where I discuss a specific use case that many of my clients seem to struggle with: how to set up retargeting ads when you offer two distinct products.

I am starting to do more video guides, let me know what you think about them.