#SocialPro #23A3 @WilcoxAJ
The B2B Advertiser’s Power Tool
Connecting with LinkedIn Ads
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
ABOUT AJ WILCOX
8+ 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
#LinkedInAds @wilcoxaj #LinkedInAds @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%
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
#PipelineMarketing
Allleads!=equal
Makeop0miza0ondecisionsbasedonrealresults
Return On Ad Spend is the real metric
Visits
Leads
Marketing Qualified Leads
Sales Accepted Leads
Opportunities
Customers
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
KEYWORD TARGETING
How do you ensure your dollars are spent on someone with B.A.N.T.?
PaidSearch(AdWords)keyword-basedtarge0ng
Intent-based
CEOs type the same keywords as janitors
Budget
Authority
Need
Timing
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
B2B TARGETING PERSONAL
FOCUS BUSINESS FOCUS LOW COST HIGH COST
B2B AD OPTIONS
Industry Publications Advertise in industry rags (ChiefExecutive magazine)
AdTech Vendors
Precise
Decent
Weak
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
LINKEDIN ADVERTISING - PROS
Up-To-Date (Self Selected)
Robust Targeting
Business Mentality
No Gatekeeper
Larger Deal Sizes
#LinkedInAds @wilcoxaj #LinkedInAds @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!)
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
WHO’S A FIT?
LTV >$15K is a no-brainer
Recruiting
Education
Subscription Software (SaaS)
Company Verticals:
Who’s an ideal fit for LinkedIn Advertising?
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
NOT A FIT!
Small LTVs (<$10K)
Broad Target B2C eCommerce Hard Sell
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
AD UNITS – TEXT ADS
50x50px image
.04% CTR is good
25 char headline 75 char adline
Desktop ONLY
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
AD UNITS – SPONSORED UPDATES
180x110px image
.4% CTR is good
128 char intro 38 char title 155 char description
Mostly mobile users
#LinkedInAds @wilcoxaj #LinkedInAds @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
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
EFFICIENT LINKEDIN REACH
CMO
Titles
Groups
Job Function
Skills
Titles
Groups (+ Seniority)
Job Function + Seniority
Skills + Seniority
#LinkedInAds @wilcoxaj #LinkedInAds @wilcoxaj
CONTENT MARKETING FUNNEL
Trial/ Demo
Blog Post/Infographic
Ebook
Webinar
Retargeting Email
Nurture
Low Friction
High Friction
Guide / Whitepaper
#LinkedInAds @wilcoxaj #LinkedInAds @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:
#SocialPro #23A3 @WilcoxAJ
THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!