We give clients what they need. Not what's scalable or us to sell.
Today, I'm going to save you anywhere from $2,250-$7,500 in ad spend, depending on a few factors that we will dive into right now.
See, LinkedIn is often times an overlooked platform for anything other than marketing automation, which carries too much risk of getting your profile permanently suspended.
Let me tell you something right now. LinkedIn Ads should be a signification foundational layer to your B2B growth strategy.
You have the ability to generate audiences based on your prospect's business title, company size, and much more.
You can even target audiences with a certain income, and technologies used.
And, most importantly, new features if leveraged properly can reduce cost per click in some cases by 80% than what we paid for in previous years.
The time to start is now. Your competition is LOW. Only %1 of B2B companies run ads on the platform.
The platform's emphasis on back end ad features is HIGH.
First, you need to install the LinkedIn Insight Tag. Just like the Google Analytics Code or Facebook Pixel, it's really no different in the sense that it tracks your ad performance.
It helps you eliminate wasted budget and focus only on the campaigns and ads that work.
Most Importantly: It helps you build your retargeting and lookalike audiences, which we'll address in a moment.
In this article, we’ll cover everything you need to know about the LinkedIn Insight Tag, from what it is to how to install it on your site and why installing it today will save you $2,250 (minimum).
LinkedIn Insight Tag - What Is It?
The LinkedIn Insight Tag or pixel is a piece of code you install on your website or elsewhere that measures LinkedIn Ads campaigns.
For example, it’ll fire a conversion if someone ends up scheduling a consulting, register the conversion, and continue to optimize for that specific conversion to get as many as possible, as cheaply as possible.
It’s like your very own digital "shark tag" for all those decision makers that are interacting with your brand.
Why You Need the LinkedIn Insight Tag
Ever successful marketing campaign is based on measurement, and the ability to optimize for data you're paying for.
And with good reason. Without this you simply would have absolutely no idea what audience you should be targeting.
You wouldn’t wander around like a crazy person, aimlessly hoping for the next customer to walk by.
It’s the same with marketing. You shouldn’t start a campaign without a pixel in place because you’ll waste money, throwing bad money after bad money into the abyss of digital advertising.
When you can reach 690 million different people, you want to make sure you’re marketing to the right ones, in the right way.
With the LinkedIn pixel installed, you can:
- Measure the performance of your campaigns to see which ones are driving the best results.
- Retarget users based on percentage of video views (my favorite)
- Track the CPA (the cost per lead or conversion) to measure and scale ROI (return on investment).
- Create retargeting audiences to take your campaign to the next level
And much more.
Let’s start with how to install it.
Installing the LinkedIn Insight Tag on Your Website
Before you can install your pixel, you first need to create it. Log in to the LinkedIn campaign manager with your LinkedIn account.
After that, select your account and click the “website demographics” link in the top menu. Then, click the “set up your Insight Tag” button.
Now that we have our insight tag code, we're going to cover the more common methods for installation:
- Google Tag Manager (highly recommended)
- WordPress Install it manually [Wordpress]
Google Tag Manager
If you’re already using it, it's one of the best options for installing any pixel, or code snippet.
It makes it easy to manage all your pixels and tags. And, having all code snippets load from GTM increase page load speed in many cases.
The first thing you need to do is expand the “I will use a tag manager” section. Then, copy your “partner ID” and move on to the next step.
Next, log into your Google Tag Manager account, and choose the right container (website). Then, move to the tag section, and click the “new” button to create a new tag.
After that, make sure you select the “LinkedIn Insights” as the tag type.
Paste your LinkedIn partner ID.
Next, set the trigger to the general “all pages” page view trigger. It’ll make sure your pixel is installed sitewide for every visitor.
Finally, you should be able to see that you’ve successfully added your new tag to all pages.
That’s it, you’re all set up!
IMPORTANT: Only use one method. If you used GTM, you can skip to the confirmation part of this section.
Add it to Your WordPress Website
Adding a LinkedIn tracking tag to your WordPress site starts with the same step. Choose I will install the "I will install the tag myself" option
Add it Manually
If your website is pure HTML and CSS, you have to add the full pixel code manually. Expand the “install the tag myself” section, and copy the code by clicking it.
Next, log in to your WordPress dashboard, and search for “Insert Headers and Footers” related plugins.
Install the plugin and activate it.
NOTE: The reason I use this and not the LinkedIn Insight tag plugin, is because as you grow your business, you will need more advanced customization on the code you are embedding in your website.
After activating it, simply cut and paste the code in the "footer" section of the plugin:
You have now successfully added the plugin to your WordPress site.
That’s confirmation that you’ve done everything correctly.
After 24 hours (and at least 300 visitors), your “website demographics” page will start looking like this:
You can break down your visitors by job title, employers, and more. It’s the perfect audience tool for a high ROI account-based marketing (ABM) strategy.
Save $2,250 Today
Hogwash, you say.
But let me walk you through the math, and making a few simple tweaks to your marketing strategy will (if you take action) can save you thousands in wasted 'cold traffic' ad spend.
Like many of you probably reading this right now, you're about to install your LinkedIn Insight Tag.
So, it is a safe bet to assume your website probably doesn't get a flood of new visitors every month.
This means that you will not have enough data (i.e. active LinkedIn users to your website) to meet LinkedIn's 300 user "minimum audience threshold" mentioned above.
You have to hit this threshold, simply to activate your retargeting ads, which is where the majority of your conversions and sales will happen!
If you've made it this far, entertain me for a moment as I walk you through the very simple math.
For a moment, let's assume you're selling a B2B Consulting package for $25,000 and your ideal target audience is:
C-Level Decision Makers
Software & IT Services
Company Size: 51-200
If you start with cold traffic: $7.50 CPC
Minimum # of users to trigger delivery of a retargeting audience: 300
$7.50 CPC x 300 min. users = $2,250 in ad spend.
Actually, it will probably be closer to 1,000 clicks ($7,500), because many will drop off before your page even loads.
FYI, this is where page load speed is literally a money maker or budget breaker.
So now, you have two options:
Marketing budget: $5k/+ month: Pay to play and buy the data.
Install your tag and drive enough visitors to trigger your retargeting audience quickly. But this costs money, essentially you're buying data at a "loss" up front, for future profits after optimizing your campaign. Nothing wrong here, but you best have a healthy marketing budget in place if this is your strategy.
Marketing Budget: > $5k/month Begin collecting data organically.
Meaning, create more news feed posts, share your highest quality content on LinkedIn, and link these thoughtful, engaging pieces of content to your website. Or, simply re-purpose to an existing blog post to a Pulse article, and use links back to your site, while keeping the user 'in platform'.
There are literally 25+ ways I can think of to do this very successfully. But I always enjoy saving clients money, even when they aren't concerned spending it.
Big or Small - Go with Option 2.
Save the up-front ad spend to meet the minimum 300 user threshold, and put yourself in a healthier position re: budget, and build for scaling on LinkedIn more efficiently than 99% of your competitors.
Once the 300 user threshold is met you'll start to populate demographic data. Now, you can now build lookalike audiences and avoid expensive interest-based targeting (i.e. cold traffic).
This is a game changing mindset for scaling your ads cost effectively and profitably.
Why pay $2,250-$7,500 when a 2-3 thoughtful pieces of content and (installing your Insight tag early) will do the trick?
We'll continue to expand on our best retargeting and LinkedIn ad strategies, including all the ad specs you'll need to get your campaign live, which you can find by clicking here.
Install your LI Insight Tag Now.
Chat with us if you have any questions.