Today I'm going to save you how to save ~$7,500 in LinkedIn ad spend by installing and setting up your LinkedIn Insight Tag (and the math to justify this bold statement)...
Right now, if you do not have your LinkedIn Insight Tag installed, you are literally allowing interested prospects to engage with your content, and then bounce off into the ether to explore other offers. Never hearing from you again.
For this reason alone LinkedIn Ads should be a core foundational layer to your B2B growth strategy.
Most important of all, your TIMING is now to take advantage of their 20+ new ad features that were launched since the Microsoft acquisition.
In 2022, your competition is LOW. Only %1 of B2B companies run ads on the platform. They'll catch on but for now, if you take action, you will be in pole position, and top of mind with your ideal prospects.
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 $7,500 or more.
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 will fire a conversion if someone ends up scheduling a consultation, 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 Insight Tag Installed 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 (a personal 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 [Video]
Installing the LinkedIn Insight Tag on Your Website [Screenshots]
If the video was difficult to follow, below are screenshots of the entire process.
Before you can install your Insight Tag, 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 or with plugins [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 and every page visit.
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 the LinkedIn Insight Tag To A WordPress Website
Adding a LinkedIn Insight 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, and this plugin will work with them all.
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.
Install Your LInkedIn Insight Tag Right Now - Save $2,250 (minimum)
Sounds crazy. I know.
But let me walk you through the math.
And show you how making a few simple tweaks to your marketing strategy can save you thousands in wasted 'cold traffic' ad spend.
Like many of you probably reading this right now, you're simply looking for more information about your LinkedIn Insight Tag and what it does.
Because of this it is safe 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 of 300 users simply to activate your retargeting ads, which is where the majority of your conversions and sales will happen. This is the only social platform that has this requirement - and, it's the most expensive.
Let me walk you through the very simple math to reinforce my sense of urgency in installing the tag now for your webpages.
Let's assume you are a B2B Consultant and your service costs $25,000. You have product market fit, and loyal customers. Your ideal target audience is:
C-Level Decision Makers
Software & IT Services
Company Size: 51-200
If you start with cold traffic, LinkedIn recommends a minimum of $15 per cost per click if you use manual bidding, which is the only option you should be using. This number is NOT what you should allow LinkedIn to spend on your behalf. You will burn through your marketing budget before you even get started, I've seen this happen a thousand times.
So, let's say you set a manual bid of $7.50. And if you remember, the minimum audience threshold required for your retargeting ads to start delivering is 300. Your retargeting audiences is where the majority of your conversions should occur.
So if we do the simple and conservative math here...
$7.50 CPC x 10000 users = $7,500 in ad spend.
Actually, it will probably be closer to 1,000 clicks to get these 300 users, to set proper expectations. ($7,500). We should account for approximately a 30% drop off from users who click, before your page even loads. Tea is ready, diaper needs changing, there goes your expensive click.
Life got in the way.
This is where page 'load speed' becomes incredibly important.
So now, you have two options:
"Pay to play." Buy the traffic at an up front loss.
Install your tag and drive enough visitors and clicks to trigger your retargeting audience quickly. But this costs money, essentially you're buying data at a "loss" up front, for future ROI after optimizing your campaign. You best have a pro on hand to do this right, otherwise once again, it's over before the campaign even starts. There is nothing "wrong" with this strategy, but it requires a strong business who is accounting or an up front loss in ad spend to get the retargeting audience to start delivering.
Be smart. Begin collecting this 300 user audience organically.
This means install that tag, and get to work on creative high value content your ideal target prospects will engage with and read. Or, if you are strapped for time which you likely are, simply re-purpose an existing blog post to a Pulse article or post, and share this content with links that go back to your website with your LinkedIn Insight Tag installed.
There are literally 25+ ways I can think of to do this effectively.
My Recommendation? Be Smart! Save that marketing budget.
Save the up-front ad spend required in Option 1 to meet the minimum 300 user threshold.
Once the 300 user threshold is met you'll start to populate demographic data. Now, you can now build lookalike audiences and move away from those expensive 'cold' clicks.
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 (now feeding your properly installed LinkedIn Insight Tag) will do the trick?
Related Reading: Everything you need to know about LinkedIn Ad specs