linkedin ads master session - aj wilcox

LinkedIn Ads: Scalable B2B

Social

AJ Wilcox

Founder

@wilcoxaj #HeroConf@wilcoxaj #HeroConf

KEYWORD TARGETING

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

Budget

Authority

Need

Timing


ABOUT AJ WILCOX

10+

Years of PPC

and SEO

experience

Began heavy B2B

focus 5 years ago

Live in Utah with

my wife and 4 kids

Triathlete, exotic car lover, soulless ginger

Just last month!


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 100072%


#PipelineMarketing

All leads != equal

Make optimization decisions based on real results

Return On Ad Spend is the real

metric

Visits

Leads

Marketing Qualified Leads

Sales Accepted Leads

Opportunities

Customers


B2B TARGETINGPERSONAL

FOCUS BUSINESS

FOCUS

LOW COST HIGH COST

B2B AD OPTIONS

Industry PublicationsAdvertise in industry rags

(ChiefExecutive magazine)

AdTech Vendors

Precise

Decent

Weak


LINKEDIN ADVERTISING - PROS

Up-To-Date

(Self Selected)

Robust

Targeting

Business

Mentality

No

Gatekeeper

Larger

Deal Sizes


LINKEDIN ADVERTISING - PITFALLS

The platform is far from perfect:

Conversion Tracking

(Finally!)

Dayparting

Hourly Reporting

Device-level Bidding

Retargeting

Opaque Relevancy Score

Ignored by LinkedIn (Changing!)


WHO’S A FIT?

LTV >$15Kis a no-brainer

Recruiting

Education

Subscription Software

(SaaS)

Company Verticals:

Who’s an ideal fit for

LinkedIn Advertising?


AD UNITS – TEXT ADS

50x50px image

.03% CTR is good

25 char headline75 char adline

Desktop

ONLY


AD UNITS – SPONSORED CONTENT

1200x627px image

.4% CTR is good

128 char intro38 char title

65%+ mobile users


AD UNITS – SPONSORED INMAIL

Personal Invitation

Pay Per Send ($0.65-$0.85)

2 Month Frequency Cap

Sent from personal LinkedIn

profile

Free 300x250px ad

No email notification!


B2B TARGETING

ProfessionalJob Title (Project Manager)

Profile Completeness

Dependent

Job Function (Marketing)

Seniority (Manager)

Skills (Nunchuck,

MySQL)Group (Project Management R Us)

CompanyCategory/Industry (Hi-tech, Consumer

Goods)Company Size (51 - 2000)

Company Name (Microsoft)

EducationSchool Name (Stanford)

Degree/Field of Study

DemographicsGender (M/F/Both)

Age (55+)

Geography (San Francisco Bay Area)

Combinations

& Exclusions


TARGETING PERSONALITIES

CMO

Titles

Groups

Job Function

Skills

Titles

Groups (+ Seniority)

Job Function + Seniority

Skills + Seniority


CONTENT MARKETING FUNNEL

Trial/

Demo

Blog Post/Infographic

Ebook

Webinar

Retargeting

Email

Nurture

Low Friction

High Friction

Guide / Whitepaper


NEW FEATURES SOON

• Account-based

Marketing

• Matched Audiences

• Retargeting


ACCOUNT-BASED MARKETING

Who are your dream logos?

Create campaigns to target only your target customer at those companies:

Up to 100 companies per campaign OR up to 36k list upload

Manually type in, no limit

LinkedIn Ads

Facebook Ads


Cost Strategies

Dipping your Toe in

• Bid low (minimum or slightly above)

• Clicks will be cheap

• You’ll still fill a small budget

Volume & Scale

• Bid up slowly until you’re naturally spending your budget each day

• Raise as you need more scale

• Traffic will come at the increased cost of more clicks

*Both dependent on decent engagement rate performance!

@wilcoxaj #HeroConf

Q&A

[email protected] @WilcoxAJ www.B2Linked.com


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: