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emagine webinarB2B Online Advertising:What’s Hot and What’s Not

Presented By:

Leah Yount

Digital Marketing Strategist & PPC Specialist

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Emily Ahlbum Leah YountMarketing Manager B2B PPC Specialist

@EmilyAhlbum @emagineLeah

Meet The Team!

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Why We Advertise Online

Build awareness

Influence consideration Drive action

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B2B Self-Service Platforms

http://clients.emagineusa.com/allego/round4/

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Exceptional Targeting

Native advertisingAudience mindset

LI Sponsored Updates Win

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Sponsored Updates: Best Practices

Targeting:

Tips:Content:

Job title or company list (up to 100)Audience size: 60k – 200k 1,000 min.

Direct sponsored updates

2-4 pieces of unique content / month

Webinars, whitepapers, case studies

Does this asset help me professionally? Include short link in the update

Custom text and image icon

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Endless placement options

Drives action vs. awarenessSocial is B2C focused

Remarketing not Retargeting

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Google Remarketing: Best Practices

Targeting:

Tips:Content:

Display, RLSA, YouTubeAudience size: 1,000+

Test RLSAStrong offer or CTACreative Image ads, messaging and landing pages

Smart lists, similar audiences

Low Max CPC

Create product specific lists

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Cheap – avg. $.20 view

Influences considerationVideo is impactful

YouTube is HOT

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YouTube: Best Practices

Targeting:

Tips:Content:

Keywords, remarketing, interests, or demographics

Short videos – 2 min. maxVideos uploaded to YouTube

Send people to a landing page or YouTube channel

Use CTA overlay

Entertain your audience

In-Market and Affinity audiences

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Better reach

Drives actionBetter features

Adwords is still King

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Google Search Ads: Best Practices

Targeting:

Tips:

Phrase and broad modifier keywords

A/B Test ad copy using experiments

Call conversion tracking

Any keyword w/ organic rank higher than 5

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What’s hot?

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Questions?