A Step-by-Step Guide to Create your Hotel Retargeting Ad on LinkedIn

Are you a hotelier willing to remind your potential guests how your property should be their top choice for a future stay? Then, you should consider creating a retargeting campaign in one of the most popular social media platforms nowadays, LinkedIn. According to the online advertising company Linear, LinkedIn recorded 690 million users. Millions of these professionals represent prospect guests. Indeed, many of them are likely considering a next vacation to escape their daily work routine. The organization Linear also mentions that only 2% people convert after one website visit. This might let you think you do not want to neglect the remaining 98% who disappear after a single exposure. As a hotel professional, you might have yourself seen ads on LinkedIn promoting hotel websites that you previously visited. This can be defined as retargeting ads and its magic.

Retargeting Ads on LinkedIn Explained

LinkedIn gives you the possibility to create retargeting campaigns to reach people who already demonstrated interest towards your hotel. Those ads appear on the social media feed of users who already had a sort of engagement with your hotel brand in the past. In fact, you are able with LinkedIn to create tailored ads to your website visitors who explored your different room packages.

Three Main Steps to Set Up your Ad

You need to make sure to follow these 3 important steps in order to be able to launch your ad. First, you need to ensure your LinkedIn Insight Tag is installed on your website. Then, you have to create your custom audience. After this, you will be ready to create your ad campaign.

Installing your LinkedIn Insight Tag

You first have to login to your Linkedin campaign manager, select “Account Asset” and click on “Insight Tag” which will direct you to the page where you can set up your LinkedIn tag. This tag is a code that you will install on your website to track your website visitors and have your retargeting ad reach them. You will have the choice to install the code manually, send it to your site developer or use a tag manager. A common method is using the tag manager. You can then select this option so your partner ID appears as below:

You can then copy the ID and login to Google Tag Manager that should be connected to your website. In your tag manager, you can click “tags” and then click “new”.

You can then click on the arrow in “Tag configuration” and type in the search bar “LinkedIn” and select “LinkedIn Insight”.  You will then have to copy your Partner ID in the window that will appear as below:

In “Triggering”, you can choose a trigger where you can select “All Pages” to target every visitor. You will then be able to see your tag installed.

If you are using WordPress, you will have to login in your account and select “Plugins” in the left dropdown menu. You can then type “LinkedIn” in the search bar and select “Add LinkedIn insights tags for LinkedIn ads” and click “activate”.

Then, from the left dropdown menu, click on “Installed Plugins” and then find within your plugins the “LKTAGS- LinkedIn Insight Tags” Settings and click on it. You will then see a button that will enable your LinkedIn insight tag where you can enter your LinkedIn Insight TAG ID and save changes at the bottom of the page.

You will then access your Insight Tag in LinkedIn where you will promptly start receiving signals meaning that your LinkedIn code is well connected to your site.

Creating a Custom Audience

It is important to remember that retargeting campaigns reach audiences that previously interacted with your hotel brand. The term to identify those audiences in LinkedIn is “Matched Audience”. In order to launch an ad that will retarget your previous website visitors, you have to click on “Create Audience” and click “Website”.

Then, a window will appear in which you can name your audience, choose the timeframe in which they engaged with your website and enter your website URL. You can then click “Create”.

Create a Campaign to Retarget your Matched Audience

In your campaign manager, you have to click on create “Campaign”. Then, you have to select your campaign objective between the different options below. For instance, you can select “website visits” if your goal is to have your target market go back to your site.

You can find the matched audience created previously then click in audiences, select retargeting and click on website. You will then be able to select from the audience(s) you developed.

You also have the ability to narrow your audiences based on company, demographics, education, job experience, interests and traits characteristics.

You will then select your ad format, choose your daily budget that cannot be lower than $10 and choose the date in which you would like your campaign to run.

You will then have to set up your ads and develop your creatives. Here, you are able to include an introductory text that appears at the top of the your ad image, your website landing page and your headline below the image. You can also select the call-to-action button you want to have in your ad such as “Learn More”.

Below is an example of a retargeting ad that has attractive creatives appealing to the audience through special deals. It also uses principle of scarcity with the wording “Book Now” in order to get the special discount.

After you follow all these stages to create a retargeting ad, you are finally ready to review and launch your campaign. It is now time to reach this warm audience who will likely book a room at your property when heading back to your site. Through effective remarketing ads in LinkedIn, your potential guests will likely not leave your property’s website before they reserve a hotel stay. This is a way to give them more chances to reconsider your brand and remember how your offers perfectly fit them for their next trip!