B2B Advertising Essentials with AJ Wilcox from B2Linked
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In this expert slide deck, AJ Wilcox teaches us the basics and the tricks to successful Linkedin Advertising. Most of the Fortune 500 companies are in the business-to-business space and AJ will show you that Linkedin is one of the best platforms for reaching decision makers at these businesses.
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B2B Advertising Essentials with AJ Wilcox from B2Linked
- 1. @wilcoxaj #Stukent #ExpertSession #LinkedInAds B2B Advertising EssentialsLinkedIn Ads Spotlight 2017 @WilcoxAJ #Stukent #ExpertSession #LinkedInAds
- 2. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds KEYWORD TARGETING 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 janitors Budget Authority Need Timing
- 3. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds ABOUT AJ WILCOX 10+ Years of PPC and SEO experience Began heavy B2B focus 5 years ago Live in Utah with my wife and 4 kids Triathlete, exotic car lover, soulless ginger
- 4. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds 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%
- 5. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds #PipelineMarketing All leads != equal Make optimization decisions based on real results Return On Ad Spend is the real metric Visits Leads Marketing Qualified Leads Sales Accepted Leads Opportunities Customers
- 6. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds 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
- 7. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
- 8. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds LINKEDIN ADVERTISING - CONS The platform is far from perfect: No Dayparting No Device-level Bidding No Exposed Relevancy Score No Video Ads $6-8 clicks No Goal-based Bidding
- 9. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds WHO’S A FIT? LTV >$15K is a no-brainer Recruiting Education B2B Services/Products Company Verticals: Who’s an ideal fit for LinkedIn Advertising?
- 10. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds AD UNITS – TEXT ADS 50x50px image .03% CTR is good 25 char headline 75 char adline Desktop ONLY
- 11. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds AD UNITS – SPONSORED CONTENT 1200x627px image .4% CTR is good 128 char intro 38 char title 65%+ mobile users
- 12. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds AD UNITS – SPONSORED INMAIL • Pay Per Send (~$0.65- $0.85) • 2 Month Frequency Cap (Own it!) • Send from Employee Personal Profile • ~50% open rates
- 13. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds 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 Demographic sGender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Combinations & Exclusions
- 14. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds TARGETING STRATEGY CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
- 15. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds CONTENT FRICTION FUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Email Nurture Low Friction High Friction Guide / Whitepaper
- 16. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds GLORIOUS RETARGETING LinkedIn retargeting = Building persona! Facebook Custom Audiences Paid Search retargeting = Building audience around keyword Recommended Retargeting Mix: AdWords ReMarketing Tag Manager Containing:
- 17. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds NEW MATCHED AUDIENCES! Company Match: Who are your dream logos? Create campaigns to target (or exclude) certain companies: Upload list of up to 300k companies Manually type in, no limit LinkedIn Ads Facebook Ads
- 18. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds NEW MATCHED AUDIENCES! Email Match: Upload list of up to 300k email addresses to target (or exclude) Create campaigns to target only owners of these email addresses:
- 19. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds NEW MATCHED AUDIENCES! Retargeting: • 90-day cookies • 300 minimum audience • Ugh
- 20. @wilcoxaj #Stukent #ExpertSession #LinkedInAds Q&A AJ@B2Linked.com @WilcoxAJ www.B2Linked.com