linkedin ads: the b2b advertisers paradise by aj wilcox

#SocialPro #12ba @WilcoxAJ

LinkedIn Ads: The B2B Advertiser’s Paradise


§  8 years of PPC and SEO experience §  Began heavy B2B focus 4 years ago §  Stumbled onto LinkedIn Ads §  Saw awesome successes

§  Quit my full-time job to start B2Linked.com §  Live in Utah with my wife and 4 kids §  Triathlete, exotic car lover, soulless ginger

About AJ Wilcox


§  B2B marketers have to be more sophisticated §  Offline conversion events on delayed sales cycles §  Gives rise to #PipelineMarketing §  eCommerce analysis much simpler

§  72% of the Fortune 1000 are B2B

B2B Challenges


§  My data journey §  Make optimization decisions based on real results §  Return On Ad Spend is the real metric

§  $/Opportunity can by used as surrogate §  $/SAL can be used on insufficient Opportunity data §  Etc.

#PipelineMarketing


§  Paid Search (Google Adwords/Bing Ads) keyword-based targeting §  Intent-based §  CEOs type the same keywords as janitors

§  How do you ensure your dollars are spent on someone with BANT?

§  Budget

§  Authority

§  Need

§  Timing

Keyword Targeting


§  Industry Publications §  Advertise in industry rags (ChiefExecutive magazine)

§  AdTech Vendors §  Bizo §  Quantcast §  DemandBase

§  Paid Social §  Twitter – Weak B2B targeting §  Facebook – Decent B2B targeting, personal focus §  LinkedIn – precise targeting, business focus

B2B Advertising Landscape


§  Up to date (self selected) §  Robust targeting §  Near-unlimited traffic §  Business mentality §  No Gatekeeper §  Larger deal sizes

LinkedIn Advertising - Pros


§  Lacking functionality §  Conversion Tracking §  Dayparting §  Hourly Reporting §  Device Bidding §  Retargeting

§  Opaque Relevancy Score §  Ignored by LinkedIn

LinkedIn Advertising - Cons


§  Large deal sizes (>$20k) §  Very specific target §  SaaS Software §  Recruiting §  Education

LinkedIn Advertising - Fit


§  Small deal sizes (<$10k) §  Broad target §  eCommerce §  Hard sell

LinkedIn Advertising – Non-Fits


§  Ad Units §  Text Ads – Right rail §  50x50px image §  .04% CTR is good §  25 char headline §  75 char adline

LinkedIn’s Ad Units


§  Ad Units §  Sponsored Updates – News feed §  800x400px image §  .4% CTR is good §  Character limits

§  150 char intro §  55 char title §  155 char description

LinkedIn’s Ad Units


§  Targeting (profile completeness dependent) §  Job Title (Project Manager) §  Job Function (Marketing) §  Seniority (Manager) §  Company Name (Microsoft) §  Category/Industry (Hi-tech, consumer goods) §  School Name (Stanford) §  Skills (nunchuck, MySQL) §  Group (Project Management R Us) §  Gender (M/F/Both) §  Age (55+) §  Company Size (51-2000) §  Geography (San Francisco Bay Area) §  In any combination §  & Exclusions!

LinkedIn’s Amazing Targeting


§  Go to: LinkedIn.com/Ads §  Average CPC between $4-$8/click §  CPM or CPC Bidding §  Auction based on audience

Jump On In!


§ 4 Methods of Targeting §  Job Titles §  Job Function + Seniority § Skills + Seniority § Groups (+ Seniority)

Efficient LinkedIn Reach


CMO

Groups

Job Function

Titles

Skills


Content Marketing Funnel

Trial/ Demo

Blog Post/Infographic

Guide / Whitepaper

Ebook

Webinar

Retargeting

Email Nurture

Low Friction

High Friction


§  Paid Search retargeting = Building audience around keyword

§  LinkedIn retargeting = Building persona! §  Deliver content tests to your ideal audience §  At a fraction of the price of LinkedIn advertising

§  Recommended: §  Tag Manager Containing: §  AdWords ReMarketing §  Facebook Custom Audiences §  Twitter Tailored Audiences

Glorious Retargeting


§ Business software company poached competitor’s executive

§ 3.36% CTR § 148 clicks §  1 comment §  4 likes

Case Study


§ [email protected] § @WilcoxAJ § www.B2Linked.com

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THANK YOU!

JOIN US @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016