1) Verify tracking
- LinkedIn Insight Tag installed on all pages (base + event pixels).
- Conversion events mapped (e.g., Lead, Download, Purchase) and test-fired.
- UTM parameters standardized for reporting (
utm_source=linkedin, etc.).
2) Build remarketing audiences
Create cohorts across available windows (30/60/90/180 days) so you can match intent with message.
| Segment | Timeframe | Description |
|---|---|---|
| All website visitors | 30, 60, 90, 180 | Anyone who visited your site. |
| Pricing / demo / trial / case-study viewers (bouncers) | 30 | High-intent landers who didn’t convert. |
| Lead Gen Form openers | 30, 90 | Opened a LinkedIn native form but didn’t submit. |
| Lead Gen Form submitters | 30, 90 | Submitted a native form (for nurturing/exclusion). |
| Video viewers (25%, 50%, 75%, 97%) | 30, 90 | Engaged with your video ads. |
| Company page engagers / ad engagers | 90, 180 | People who interacted with your company content. |
| Event registrants/attendees (if used) | 90 | Warm audience from LinkedIn Events. |
Pro tip: Mirror these cohorts in your CRM/CDP when possible—budget and bids can then follow value by cohort.
3) Set exclusions
| Exclusion | Description |
|---|---|
| All “thank you” page visits | Block recent converters from seeing the same offer. |
| Existing customers (CRM list) | Prevent paid spend on active customers unless upselling. |
| Employees | Upload company domain list to exclude internal traffic. |
| Competitors / job seekers | Company & job title filters to remove poor-fit clicks. |
| Past unsubscribes / hard bounces | Respect compliance and avoid wasted impressions. |
4) Create ads by cohort
| Asset | Timeframe | Purpose |
|---|---|---|
| Product Marketing | 30, 90 | Demonstrate capabilities tied to buyer pains. |
| Thought Leadership | 90, 180 | Teach and build authority; move mid-funnel. |
| Social Proof | 30, 90 | Case studies, reviews, stats—reduce risk. |
| Offers | 30, 90 | Trials, demos, calculators, guides—clear CTA. |
- Formats: Single Image, Video, Document, Carousel, Conversation/Message Ads (as appropriate).
- UTMs baked into all final URLs; hero metric aligned to objective (Leads vs. Website conversions).
5) Build campaigns
- Separate campaigns for each cohort window (30D / 90D / 180D) and Offer Bouncers (30D).
- Objectives: Website Conversions or Lead Generation (native forms).
- Locations & languages scoped; Frequency caps appropriate for spend.
- Audience expansion OFF for remarketing.
- Placements: Start with LinkedIn only; test Audience Network after baseline established.
Naming convention:
{Location} | {Offer} | Remarketing (30D/90D/180D) | {Format} | {Objective}6) QA before launch
- Insight Tag & events verified (Tag Assistant / real-time conversions).
- Budgets split by value (example: 40% to 30D, 35% to 90D, 25% to 180D).
- Ad previews reviewed across devices; links & UTMs tested.
- Conversion goal mapped to the right event; attribution window confirmed.
- Reporting view ready (dashboard or Looker Studio) with cohort filters.