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Linkedin ads - the b2b advertisers paradise

LinkedIn is a B2B advertisers paradise.

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Linkedin ads - the b2b advertisers paradise

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  1. LinkedIn Ads: The B2B Advertiser’s Paradise #SocialPro #12ba @WilcoxAJ

  2. 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

  3. 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

  4. #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

  5. 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

  6. 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

  7. LinkedIn Advertising - Pros §  Up to date (self selected) §  Robust targeting §  Near-unlimited traffic §  Business mentality §  No Gatekeeper §  Larger deal sizes #SocialPro #12ba @WilcoxAJ

  8. LinkedIn Advertising - Cons §  Lacking functionality Conversion Tracking Dayparting Hourly Reporting Device Bidding Retargeting §  Opaque Relevancy Score §  Ignored by LinkedIn §  §  §  §  §  #SocialPro #12ba @WilcoxAJ

  9. LinkedIn Advertising - Fit §  Large deal sizes (>$20k) §  Very specific target §  SaaS Software §  Recruiting §  Education #SocialPro #12ba @WilcoxAJ

  10. LinkedIn Advertising – Non-Fits §  Small deal sizes (<$10k) §  Broad target §  eCommerce §  Hard sell #SocialPro #12ba @WilcoxAJ

  11. 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

  12. 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

  13. 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

  14. 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

  15. Efficient LinkedIn Reach § 4 Methods of Targeting § Job Titles § Job Function + Seniority § Skills + Seniority § Groups (+ Seniority) #SocialPro #12ba @WilcoxAJ

  16. Titles Job Function CMO Skills Groups #SocialPro #12ba @WilcoxAJ

  17. Content Marketing Funnel Blog Post/Infographic Low Friction Guide / Whitepaper Retargeting Ebook Email Nurture Webinar High Friction Trial/ Demo #SocialPro #12ba @WilcoxAJ

  18. 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

  19. Case Study § Business software company poached competitor’s executive § 3.36% CTR § 148 clicks §  1 comment §  4 likes #SocialPro #12ba @WilcoxAJ

  20. Hit Me Up! § AJ@B2Linked.com § @WilcoxAJ § www.B2Linked.com #SocialPro #12ba @WilcoxAJ

  21. THANK YOU! MARCH 1-3, 2016 JOIN US @SMX WEST SAN JOSE, CA #SocialPro #12ba @WilcoxAJ

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