Redheaded Stepchild of B2B PPC Your Company Logo AJ Wilcox WilcoxAJ Founder B2Linkedcom ABOUT AJ WILCOX 9 Years of PPC and SEO experience Began heavy B2B focus 4 years ago ID: 567492
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Slide1
LinkedIn Ads: The
Red-headed
Stepchild
of B2B PPC
Your Company Logo
AJ Wilcox | @WilcoxAJFounder | B2Linked.comSlide2
ABOUT
AJ
WILCOX
9+
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 gingerSlide3
B2B CHALLENGES
B2B Marketers have to be more sophisticated
Inherent Obstacles with B2B:
Delayed Sales Cycles
Offline Conversion EventsIt’s worth it, though!
Fortune 1000
72%Slide4
KEYWORD TARGETING
Budget
Authority
Need
Timing
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 janitorsSlide5
B2B AD OPTIONS
AdTech
Vendors
Industry PublicationsAdvertise in industry rags (
ChiefExecutive magazine)
B2B TARGETING
PERSONAL FOCUS
BUSINESS FOCUS
LOW COST
HIGH COST
Precise
Decent
WeakSlide6
LINKEDIN ADVERTISING - PROS
Up-To-Date
(Self Selected)
Robust Targeting
Business Mentality
No
Gatekeeper
Larger
Deal Sizes
LinkedIn.com/adsSlide7
LINKEDIN ADVERTISING - CONS
The platform is far from perfect:
Conversion Tracking
Dayparting
Hourly ReportingDevice-level Bidding
RetargetingOpaque Relevancy ScoreIgnored by LinkedIn (Changing!)Slide8
WHO’S A FIT?
LTV >$20K
is a no-brainer
Recruiting
Education
Subscription Software (SaaS)
Company Verticals:
Who’s an ideal fit for LinkedIn Advertising?Slide9
NOT A FIT!
Small
LTVs
(<$10K)
Broad
Target
B2C
eCommerce
Hard SellSlide10
AD UNITS – TEXT ADS
50x50px image
.04%
CTR
is good
25 char headline
75 char
adline
Desktop ONLYSlide11
AD UNITS – SPONSORED UPDATES
180x110px
image
.4%
CTR
is good128 char intro38 char title
155 char description
Mostly mobile usersSlide12
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 & ExclusionsSlide13
CONTENT MARKETING FUNNEL
Trial/
Demo
Blog Post/
Infographic
Ebook
Webinar
Retargeting
Email Nurture
Low Friction
High Friction
Guide / WhitepaperSlide14
GLORIOUS RETARGETING
LinkedIn retargeting = Building persona!
Facebook Custom Audiences
Twitter Tailored Audiences
Paid Search retargeting = Building audience around keywordRecommended Retargeting Mix:
AdWords ReMarketingTag Manager Containing:Slide15
Q&A
AJ@B2Linked.com
@
WilcoxAJ
www.B2Linked.com
Rod@CleanDigital.co.uk
@
RodPPC
CleanDigital.co.ukSlide16
EFFICIENT LINKEDIN REACH
CMO
Titles
Groups
Job Function
Skills
Titles
Groups (+ Seniority)
Job Function + Seniority
Skills + SenioritySlide17
CMO
Titles
Groups
Job Function
SkillsSlide18
WHO USES LINKEDIN ADS?
LinkedIn
Twitter
Facebook
Google
$0
$2,000
$153
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
$20,000
$243
$3,851
$18,100
Q4 2014 Ad Revenues (Millions)