This presentation is an integral part of SEMrush webinar full video: https://youtu.be/Sa4OzjRgrjM

1. @wilcoxaj
LinkedIn Ads: The B2B Marketer’s Silver Bullet
And How to Aim/Fire!
@WilcoxAJ #SEMrushLive

2. @wilcoxaj #SEMrushLive
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 #SEMrushLive
ABOUT AJ
WILCOX
11+
Years of PPC
and SEO
experience
Began heavy B2B
focus 6 years ago
Live in Utah with
my wife and 4 kids
Triathlete, exotic car lover, soulless ginger

4. @wilcoxaj #SEMrushLive
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 #SEMrushLive
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

6. @wilcoxaj #SEMrushLive
LINKEDIN ADVERTISING -
PROS
Up-To-Date
(Self Selected)
Robust
Targeting
Business
Mentality
No
Gatekeeper
Larger
Deal Sizes

7. @wilcoxaj #SEMrushLive
LINKEDIN ADVERTISING -
CONS
The platform is far from perfect:
No Dayparting
No Device-level Bidding
No Exposed Relevancy
Score
$6-9 clicks

8. @wilcoxaj #SEMrushLive
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?

9. @wilcoxaj #SEMrushLive
AD UNITS – TEXT
ADS
50x50px image
.03% CTR is good
25 char headline
75 char adline
Desktop
ONLY

10. @wilcoxaj #SEMrushLive
AD UNITS – SPONSORED
CONTENT
1200x627px image
.4% CTR is good
128 char intro
38 char title
70%+ mobile users

11. @wilcoxaj #SEMrushLive
AD UNITS – SPONSORED
INMAIL
• Pay Per Send (~$0.35-
$0.85)
• 45 Day Frequency Cap
(Own it!)
• Send from Employee
Personal Profile
• ~50% open rates

12. @wilcoxaj #SEMrushLive
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

13. @wilcoxaj #SEMrushLive
TARGETING
STRATEGY
Titles
Groups (+ Seniority)
Job Function + Seniority
Skills + Seniority
Target the Individual Target the Organization
Company Name
Company Size
Company
Industry

14. @wilcoxaj#SEMrushLive
TARGETING APPROACH
T A R G E T I N G T H E P R O F E S S I O N A L
ACCURACY VOLUME EXPENSE
JOB TITLE
JOB FUNCTION
& SENIORITY
SKILLS &
SENIORITY
GROUPS &
SENIORITY
VERY PRECISE LOW $$$
VERY BROAD HIGH $
BROAD HIGH $$
VERY PRECISE LOW $$

15. @wilcoxaj #SEMrushLive
CONTENT FRICTION
FUNNEL
Trial/
Demo
Blog Post/Infographic
Ebook
Webinar
Low Friction
High Friction
Guide / Whitepaper
Sweet Spot!

16. @wilcoxaj#SEMrushLive
TESTING METHODOLOGY
T H E H I G H E R U P T H E F U N N E L Y O U A R E ,
T H E S M A L L E R Y O U R L E V E R I S
5 - 1 5 %
5 0 - 1 5 0 %
TESTING AD MESSAGING
CAN IMPROVE PERFORMANCE
TESTING TITLE OF CONTENT
CAN IMPROVE PERFORMANCE
2 - 5 x
1 0 - 2 0 x
TESTING LANDING PAGES
CAN IMPROVE PERFORMANCE
IMPROVING SALES/NURTURE PROCESS CAN
IMPROVE PERFORMANCE
L o w I m p a c t
H i g h
i m p a c t

17. @wilcoxaj #SEMrushLive
GLORIOUS RETARGETING
LinkedIn retargeting = audience around
persona
Facebook Custom Audiences
Search retargeting = audience around keyword
Recommended Retargeting
Mix: AdWords ReMarketing
vs.

18. @wilcoxaj #SEMrushLive
NEW MATCHED
AUDIENCES!
Retargeting:
• 90-day cookies
• 300 minimum audience
• iOS devices ignored
• Limited time on platform

19. @wilcoxaj #SEMrushLive
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:

20. @wilcoxaj #SEMrushLive
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

21. @wilcoxaj#SEMrushLive
ADVANCED ACCOUNT-BASED
MARKETING
Target only Net-New
Exclude Competitors
Exclude Customers
Target Current Customers
Sales Acceleration Campaign
@wilcoxaj#SEMrushLive

22. @wilcoxaj#SEMrushLive
BIDDING FOR PERFORMANCE
B I D S A R E Y O U R L E V E R T O
B A L A N C E C O S T / S C A L E
S E T D A I L Y B U D G E T S
S K Y - H I G H A N D
R A I S E / L O W E R B I D S U N T I L
I T N A T U R A L L Y S P E N D S A T
Y O U R B U D G E T
I F Y O U R B U D G E T T R I P S
B E F O R E T H E E N D O F T H E
D A Y , Y O U P A I D T O O M U C H
F O R Y O U R C L I C K S
@wilcoxaj#SEMrushLive

23. @wilcoxaj#SEMrushLive
Always bid CPC, and adjust based on CTR
and budgets
@wilcoxaj
Sponsored Content
Bidding Rules

24. @wilcoxaj #SEMrushLive
FREE
CHECKLIST!
B2Linked.com/checklist
• 8-pt checklist
• Contains everything you need to get started advertising

25. Q&A
AJ@B2Linked.com @WilcoxAJ www.B2Linked.com

26. @wilcoxaj#SEMrushLive
ACCOUNT STRUCTURE
@wilcoxaj
• i.e. SC | Marketing Manager Titles | US
• Not 2018 Webinar or Whitepaper
NAME CAMPAIGNS AFTER AUDIENCE & AD TYPE
MICROSEGMENTATION: DON’T CREATE BROAD AUDIENCES
THAT YOU CAN BREAK UP
• i.e. Marketing Mgr, Marketing Dir, Marketing VP, CMO all separate campaigns
• Not Marketing Mgr-and-above
AUDIENCE SIZES
• 20-80k are great
• LinkedIn’s recommendation of 300k+ is bad advice
#SEMrushLive