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LinkedIn is a B2B advertisers paradise.
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LinkedIn Ads: The B2B Advertiser’s Paradise #SocialPro #12ba @WilcoxAJ
About AJ Wilcox § 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 #SocialPro #12ba @WilcoxAJ
B2B Challenges § 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 #SocialPro #12ba @WilcoxAJ
#PipelineMarketing § 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. #SocialPro #12ba @WilcoxAJ
Keyword Targeting § 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 #SocialPro #12ba @WilcoxAJ
B2B Advertising Landscape § 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 #SocialPro #12ba @WilcoxAJ
LinkedIn Advertising - Pros § Up to date (self selected) § Robust targeting § Near-unlimited traffic § Business mentality § No Gatekeeper § Larger deal sizes #SocialPro #12ba @WilcoxAJ
LinkedIn Advertising - Cons § Lacking functionality Conversion Tracking Dayparting Hourly Reporting Device Bidding Retargeting § Opaque Relevancy Score § Ignored by LinkedIn § § § § § #SocialPro #12ba @WilcoxAJ
LinkedIn Advertising - Fit § Large deal sizes (>$20k) § Very specific target § SaaS Software § Recruiting § Education #SocialPro #12ba @WilcoxAJ
LinkedIn Advertising – Non-Fits § Small deal sizes (<$10k) § Broad target § eCommerce § Hard sell #SocialPro #12ba @WilcoxAJ
LinkedIn’s Ad Units § Ad Units § Text Ads – Right rail § 50x50px image § .04% CTR is good § 25 char headline § 75 char adline #SocialPro #12ba @WilcoxAJ
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 #SocialPro #12ba @WilcoxAJ
LinkedIn’s Amazing Targeting 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! § § § § § § § § § § § § § § § #SocialPro #12ba @WilcoxAJ
Jump On In! § Go to: LinkedIn.com/Ads § Average CPC between $4-$8/click § CPM or CPC Bidding § Auction based on audience #SocialPro #12ba @WilcoxAJ
Efficient LinkedIn Reach § 4 Methods of Targeting § Job Titles § Job Function + Seniority § Skills + Seniority § Groups (+ Seniority) #SocialPro #12ba @WilcoxAJ
Titles Job Function CMO Skills Groups #SocialPro #12ba @WilcoxAJ
Content Marketing Funnel Blog Post/Infographic Low Friction Guide / Whitepaper Retargeting Ebook Email Nurture Webinar High Friction Trial/ Demo #SocialPro #12ba @WilcoxAJ
Glorious Retargeting § 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 #SocialPro #12ba @WilcoxAJ
Case Study § Business software company poached competitor’s executive § 3.36% CTR § 148 clicks § 1 comment § 4 likes #SocialPro #12ba @WilcoxAJ
Hit Me Up! § AJ@B2Linked.com § @WilcoxAJ § www.B2Linked.com #SocialPro #12ba @WilcoxAJ
THANK YOU! MARCH 1-3, 2016 JOIN US @SMX WEST SAN JOSE, CA #SocialPro #12ba @WilcoxAJ