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A Guide To LinkedIn Single Image Ad Retargeting

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A Guide To LinkedIn Single Image Ad Retargeting

LinkedIn has pleasantly surprised its users by steadily rolling out new features in recent years.

In April 2022, they publicly released the ability to build retargeting audiences based on individuals who engage with single image ads.

This targeting option enters the ranks of video view and lead form retargeting as one more route to reach visitors who have engaged with ads.

These audiences are currently built based on the campaign level, only including individuals who meet the targeting criteria within the campaign(s) you’ve selected to be a part of the audience.

Note that you can potentially use either standalone single image ads or sponsored content based on existing posts you’ve promoted.

Screenshot from LinkedIn, May 2022targeting audiences via LinkedIn

There are a couple of options to go either wide or narrow with your audiences.

You can choose to include all people who engage with the ads in any way (including reactions, comments, shares, and clicks) or you can strictly limit audience building to chargeable clicks.

These would only include individuals who take the intended click action that your campaign settings are billing you for, such as clicking to a landing page, opening a lead form, or viewing a video.

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You can also select a timeframe of engagement to include people in your audience.

Options include 30, 60, 90, 180, and 365 days.

You’ll likely want to think through the potential size of your target audience from the original campaign and the length of your sales cycle when deciding what duration to choose.

You could also build audiences of various lengths to stagger various future retargeting messages based on the duration of their initial engagement with your ad.

Benefits Of Engagement-Based Retargeting

You’ve likely heard the acronyms from the progression toward a cookieless web – for example, GDPR, CCPA, and ITP.

Remember FLoC?

Pixel-based retargeting audiences continue to become less reliable as mobile OS and browser restrictions decrease the ability to track users.

On the flip side, first-party platform data has become more valuable.

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By expanding opportunities for in-platform engagement retargeting, LinkedIn instantly offers a way to build audiences from individuals who otherwise might not enter pixel-based retargeting.

Additionally, paid search has become more focused on audiences, with loosened match types and increased machine learning, and less on targeting very specific keywords.

Supplementing a search with paid social becomes increasingly valuable to ensure you reach your target audience across multiple channels.

Particularly for B2B advertising, LinkedIn lets you reach those individuals front and center via precise targeting when identifying keywords can sometimes be tricky for niche industries.

By strictly limiting the audience to people who have engaged with ads, you can sculpt audiences to those who meet your targeting criteria.

For instance, if your initial campaign settings limit targeting people who work for a list of companies, you know that the narrower audience of those who click your ads should only include employees of those companies.

Effectively, you’ve now built yourself a list of people associated with your prime target accounts who are also interested in your content based on their behavior.

You can also either enlarge an audience by including multiple campaigns or stick to segmenting different audiences by individual campaigns, depending on how you’d like to set up future retargeting.

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Full-Funnel Campaign Approach

The priciness of LinkedIn has always made it a complex channel to justify the cost of brand awareness advertising.

However, building post engagement audiences allows for more strategic top-of-funnel advertising to grab users interested in your brand and retarget them with more offer-focused messaging.

For instance, a top-of-funnel campaign could contain sponsored content linking users to blog articles related to your industry.

You can build audiences from people engaging with those posts and then retarget lead ads offering a buyer’s guide in exchange for their contact information.

Since you’ve already warmed them up with initial content, in theory, you can preselect individuals who have expressed some level of interest in your products.

At a minimum, even if you don’t have immediate plans to build a future campaign, set up a retargeting audience anytime you set up a single image ad campaign.

You’ll then have the audience ready to go if you want to use it in the future.

Audience Exclusions

Using engagement-based audiences directly for targeting can also be useful for exclusions.

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If you want to avoid oversaturating users with your ads, you can exclude people from your campaign once they’ve engaged.

Particularly when running a brand awareness/top-of-funnel play, you can ensure they don’t continue to see the same post after they’ve reacted or clicked on it.

Additionally, if you’re shifting people to a mid-funnel offer campaign such as an asset, you can avoid crossing wires by continuing to show them higher funnel content and focusing on keeping lead gen-focused messaging in their feed.

Exclude the ad engagers in the original campaign while targeting them in the lead gen-oriented campaign.

Start Targeting!

Now that you’re familiar with the ability to create single image ad retargeting audiences on LinkedIn start thinking of ways to implement it in your ad account.

Perhaps you have blog content already available that you can promote via sponsored content ads to start building audiences.

Think through the persona you want to reach; you may want to cast a wide enough net to allow cost efficiency, knowing you can narrow it down to the individuals who directly express interest.

Create your audiences, let them start building, and begin retargeting them to take additional action.

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I’m excited about this feature and look forward to seeing what else LinkedIn will roll out for advertisers over time.

More resources:


Featured Image: Abel Justin/Shutterstock

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SEO

8 Pillar Page Examples to Get Inspired By

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8 Pillar Page Examples to Get Inspired By

Pillar pages are high-level introductions to a topic. They then link to other pages, which are usually more detailed guides about parts of the main topic.

Altogether, they form a content hub.

Example of a content hub

But not all pillar pages look the same. 

In this guide, we’ll look at eight examples of pillar pages to get your creative juices flowing.

Excerpt of beginner's guide to SEO by Ahrefs

Key stats

Estimated organic traffic: 1,200
Backlinks: 6,900
Referring domains: 899

Overview of Ahrefs' beginner's guide to SEO in Ahrefs' Site Explorer

This is our very own pillar page, covering the broad topic of search engine optimization (SEO)

Why I like it

Besides the fact that I’m biased, I like the custom design we created for this page, which makes it different from the articles on our blog. 

Even though the design is custom, our pillar page is still a pretty classic “hub and spoke” style pillar page. We’ve broken the topic down neatly into six different chapters and internally linked to guides we’ve created about them. There are also custom animations when you hover over each chapter:

Examples of chapters in the SEO guide

We’ve also added a glossary section that comes with a custom illustration of the SERPs. We have explanations of what each element means, with internal links to more detailed content:

Custom illustration of the SERP

Finally, it links to another “pillar page”: our SEO glossary

Takeaway

Consider creating a custom design for your pillar page so that it stands out. 

Excerpt of Doctor Diet's ketogenic diet guide

Key stats

Estimated organic traffic: 92,200
Backlinks: 21,600
Referring domains: 1,700

Overview of Diet Doctor's ketogenic diet guide in Ahrefs' Site Explorer

Diet Doctor is a health company focusing on low-carb diets. Its pillar page is a comprehensive guide on the keto diet. 

Why I like it

On the surface, it doesn’t exactly look like a pillar page; it looks like every other post on the Diet Doctor site. But that’s perfectly fine. It’s simply a different approach—you don’t have to call out the fact that it’s a pillar page. 

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Diet Doctor’s guide is split into 10 different sections with links to its own resources. The links bring you to different types of content (not just blog posts but videos too).

Video course about keto diet for beginners

Unlike the classic pillar page, Diet Doctor’s guide goes into enough detail for anyone who is casually researching the keto diet. But it also links to further resources for anyone who’s interested in doing additional research.

Takeaway

Pillar pages need not always just be text and links. Make it multimedia: You can add videos and images and even link to your own multimedia resources (e.g., a video course).

Excerpt of Wine Folly's beginner's guide to wine

Key stats

Estimated organic traffic: 5,600
Backlinks: 2,800
Referring domains: 247

Overview of Wine Folly's beginner's guide to wine in Ahrefs' Site Explorer

Wine Folly is a content site devoted to wine knowledge and appreciation. Its pillar page, as expected, is about wine. 

Why I like it

Wine Folly’s pillar page is a classic example of a “hub and spoke” style pillar page—split into multiple sections, with some supporting text, and then internal links to other resources that support each subsection. 

Supporting text and links to other resources

This page doesn’t just serve as a pillar page for ranking purposes, though. Given that it ranks well and receives quite a significant amount of search traffic, the page also has a call to action (CTA) to Wine Folly’s book:

Short description of book; below that, CTA encouraging site visitor to purchase it

Takeaway

While most websites design pillar pages for ranking, you can also use them for other purposes: capture email addresses, sell a book, pitch your product, etc. 

Excerpt of A-Z directory of yoga poses

Key stats

Estimated organic traffic: 11,100
Backlinks: 3,400
Referring domains: 457

Overview of Yoga Journal's A-Z directory of yoga poses in Ahrefs' Site Explorer

Yoga Journal is an online and offline magazine. Its pillar page is an A-Z directory of yoga poses.

Why I like it

Yoga Journal’s pillar page is straightforward and simple. List down all possible yoga poses (in both their English and Sanskrit names) in a table form and link to them. 

List of yoga poses in table form

Since it’s listed in alphabetical order, it’s useful for anyone who knows the name of a particular pose and is interested in learning more. 

What I also like is that Yoga Journal has added an extra column on the type of pose each yoga pose belongs to. If we click on any of the pose types, we’re directed to a category page where you can find similar kinds of poses: 

Examples of standing yoga poses (in grid format)

Takeaway

The A-Z format can be a good format for your pillar page if the broad topic you’re targeting fits the style (e.g., dance moves, freestyle football tricks, etc.).

Excerpt of Atlassian's guide to agile development

Key stats

Estimated organic traffic: 115,200
Backlinks: 3,200
Referring domains: 860

Overview of Atlassian's guide to agile development in Ahrefs' Site Explorer

Atlassian is a software company. You’ve probably heard of its products: Jira, Confluence, Trello, etc. Its pillar page is on agile development.

Why I like it

Atlassian’s pillar page is split into different topics related to agile development. It then has internal links to each topic—both as a sticky table of contents and card-style widgets after the introduction: 

Sticky table of contents
Card-style widgets

I also like the “Up next” feature at the bottom of the pillar page, which makes it seem like an online book rather than a page. 

Example of "Up next" feature

Takeaway

Consider adding a table of contents to your pillar page. 

Excerpt of Muscle and Strength's workout routines database

Key stats

Estimated organic traffic: 114,400
Backlinks: 2,900
Referring domains: 592

Overview of Muscle and Strength's workout routines database in Ahrefs' Site Explorer

Muscle and Strength’s pillar page is a massive database linking to various categories of workouts. 

Why I like it

Calling it a pillar page seems to be an understatement. Muscle and Strength’s free workouts page appears to be more like a website. 

When you open the page, you’ll see that it’s neatly split into multiple categories, such as “workouts for men,” “workouts for women,” “biceps,” “abs,” etc. 

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Workout categories (in grid format)

Clicking through to any of them leads us to a category page containing all sorts of workouts:

Types of workouts for men (in grid format)

Compared to the other pillar pages on this list, where they’re linking to other subpages, Muscle and Strength’s pillar page links to other category pages, which then link to their subpages, i.e., its massive archive of free workouts.

Takeaway

Content databases, such as the one above, are a huge undertaking for a pillar page but can be worth it if the broad topic you’re targeting fits a format like this. Ideally, the topic should be about something where the content for it is ever-growing (e.g., workout plans, recipes, email templates, etc.).

Excerpt of Tofugu's guide to learning Japanese

Key stats

Estimated organic traffic: 39,100
Backlinks: 1,100
Referring domains: 308

Overview of Tofugu's guide to learning Japanese in Ahrefs' Site Explorer

Tofugu is a site about learning Japanese. And its pillar page is about, well, learning Japanese.

Why I like it

This is an incredible (and yes, ridiculously good) guide to learning Japanese from scratch. It covers every stage you’ll go through as a complete beginner—from knowing no Japanese to having intermediate proficiency in the language. 

Unlike other pillar pages where information is usually scarce and simply links out to further resources, this page holds nothing back. Under each section, there is great detail about what that section is, why it’s important, how it works, and even an estimated time of how long that stage takes to complete. 

Another interesting aspect is how Tofugu has structured its internal links as active CTAs. Rather than “Learn more” or “Read more,” it’s all about encouraging users to do a task and completing that stage. 

CTA encouraging user to head to the next task of learning to read hiragana

Takeaway

Two takeaways here:

  • Pillar pages can be ridiculously comprehensive. It depends on the topic you’re targeting and how competitive it is.
  • CTAs can be more exciting than merely just “Read more.”
Excerpt of Zapier's guide to working remotely

Key stats

Estimated organic traffic: 890
Backlinks: 4,100
Referring domains: 1,100

Overview of Zapier's guide to working remotely in Ahrefs' Site Explorer

Zapier allows users to connect multiple software products together via “zaps.” It’s a 100% remote company, and its pillar page is about remote work. 

Why I like it

Zapier’s pillar page is basically like Wine Folly’s pillar page. Break a topic into subsections, add a couple of links of text, and then add internal links to further resources. 

In the examples above, we’ve seen all sorts of execution for pillar pages. There are those with custom designs and others that are crazily comprehensive.

But sometimes, all a pillar page needs is a simple design with links. 

Takeaway

If you already have a bunch of existing content on your website, you can create a simple pillar page like this to organize your content for your readers. 

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Keep learning

Inspired by these examples and want to create your own pillar page? Learn how to successfully do so with these two guides:

Any questions or comments? Let me know on Twitter.  



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