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Connecting with LinkedIn Ads - A B2B Advertiser's Power Tool

Connecting with LinkedIn Ads - A B2B Advertiser's Power Tool.

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Connecting with LinkedIn Ads - A B2B Advertiser's Power Tool

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  1. Connecting with LinkedIn Ads The B2B Advertiser’s Power Tool #SocialPro #23A3 @WilcoxAJ

  2. ABOUT AJ WILCOX Triathlete, exotic car lover, soulless ginger Years of PPC and SEO experience 8+ Began heavy B2B focus 4 years ago Live in Utah with my wife and 4 kids @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  3. B2B CHALLENGES B2B Marketers have to be more sophisticated Inherent Obstacles with B2B: Delayed Sales Cycles Fortune 1000 72% Offline Conversion Events It’s worth it, though! @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  4. #PipelineMarketing Visits All leads != equal Leads Marketing Qualified Leads Make op0miza0on decisions based on real results Return On Ad Spend is the real metric Sales Accepted Leads Opportunities Customers @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  5. KEYWORD TARGETING Paid Search (AdWords) keyword-based targe0ng Intent-based Budget CEOs type the same keywords as janitors Timing Authority How do you ensure your dollars are spent on someone with B.A.N.T.? Need @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  6. B2B AD OPTIONS PERSONAL FOCUS B2B TARGETING LOW COST HIGH COST BUSINESS FOCUS Weak Decent Precise AdTech Vendors Industry Publications Advertise in industry rags (ChiefExecutive magazine) @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  7. LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Larger Deal Sizes Gatekeeper @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  8. LINKEDIN ADVERTISING - CONS The platform is far from perfect: Conversion Tracking Device-level Bidding Dayparting Retargeting Opaque Relevancy Score Hourly Reporting Ignored by LinkedIn (Changing!) @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  9. WHO’S A FIT? Who’s an ideal fit for LinkedIn Advertising? Company Verticals: LTV >$15K is a no-brainer Subscription Software (SaaS) Recruiting Education @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  10. NOT A FIT! Small LTVs (< $10K) Broad Target B2C eCommerce Hard Sell @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  11. AD UNITS – TEXT ADS 50x50px image .04% CTR is good 25 char headline 75 char adline Desktop ONLY @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  12. AD UNITS – SPONSORED UPDATES 180x110px image .4% CTR is good 128 char intro 38 char title 155 char description Mostly mobile users @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  13. B2B TARGETING Profile Completeness Dependent Education School Name (Stanford) Degree/Field of Study Professional Job Title (Project Manager) Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Company Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) Combinations & Exclusions @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  14. EFFICIENT LINKEDIN REACH Titles Titles Skills Groups CMO Groups (+ Seniority) Job Function + Seniority Job Function Skills + Seniority @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  15. CONTENT MARKETING FUNNEL Blog Post/Infographic Low Friction Guide / Whitepaper Ebook Retargeting Email Nurture Webinar High Friction Trial/ Demo @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  16. GLORIOUS RETARGETING Paid Search retargeting = Building audience around keyword LinkedIn retargeting = Building persona! Recommended Retargeting Mix: Tag Manager Containing: AdWords ReMarketing Facebook Custom Audiences Twitter Tailored Audiences @wilcoxaj @wilcoxaj #LinkedInAds #LinkedInAds

  17. Q&A www.B2Linked.com AJ@B2Linked.com @WilcoxAJ @wilcoxaj #LinkedInAds

  18. THANK YOU! MARKETING LAND EVENT! SEE YOU AT THE NEXT #SocialPro #23A3 @WilcoxAJ

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