LinkedIn Ads: The Red-headed Stepchild of B2B PPC Your Company Logo AJ Wilcox Founder | B2Linked.com.

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Presentation transcript:

LinkedIn Ads: The Red-headed Stepchild of B2B PPC Your Company Logo AJ Wilcox Founder | B2Linked.com

ABOUT AJ WILCOX 9+ Years of PPC and SEO experience Began heavy B2B focus 4 years ago Live in Utah with my wife and 4 kids Triathlete, exotic car lover, soulless ginger

B2B CHALLENGES B2B Marketers have to be more sophisticated Inherent Obstacles with B2B: Delayed Sales Cycles Offline Conversion Events It’s worth it, though! Fortune %

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

B2B AD OPTIONS AdTech VendorsIndustry Publications Advertise in industry rags (ChiefExecutive magazine) B2B TARGETING PERSONAL FOCUS BUSINESS FOCUS LOW COSTHIGH COST Precise Decent Weak

LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes LinkedIn.com/ads

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

WHO’S A FIT? LTV >$20K is a no-brainer Recruiting Education Subscription Software (SaaS) Company Verticals: Who’s an ideal fit for LinkedIn Advertising?

NOT A FIT! Small LTVs (<$10K) Broad Target B2CeCommerceHard Sell

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

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

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

CONTENT MARKETING FUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Nurture Low Friction High Friction Guide / Whitepaper

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

Q&A

EFFICIENT LINKEDIN REACH CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority

CMO Titles Groups Job Function Skills

WHO USES LINKEDIN ADS? LinkedIn Twitter FacebookGoogle $0 $2,000 $153 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $243 $3,851 $18,100 Q Ad Revenues (Millions)