1. #HeroConf @wilcoxaj #HeroConf @wilcoxaj LinkedIn Ads: The Red-headed Stepchild of B2B PPC Your Company Logo AJ Wilcox | @WilcoxAJ Founder | B2Linked.com

2. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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

3. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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 1000 72%

4. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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

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

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

7. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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!)

8. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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?

9. #HeroConf @wilcoxaj #HeroConf @wilcoxaj NOT A FIT! Small LTVs (<$10K) Broad Target B2CeCommerceHard Sell

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

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

12. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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 (51 - 2000) 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

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

14. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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:

15. #HeroConf @wilcoxaj Q&A AJ@B2Linked.com@WilcoxAJwww.B2Linked.com Rod@CleanDigital.co.uk@RodPPCCleanDigital.co.uk

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

17. #HeroConf @wilcoxaj #HeroConf @wilcoxaj CMO Titles Groups Job Function Skills

18. #HeroConf @wilcoxaj #HeroConf @wilcoxaj 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 Q4 2014 Ad Revenues (Millions)