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

#SocialPro
#12ba @WilcoxAJ
§ 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
About AJ Wilcox

#SocialPro
#12ba @WilcoxAJ
§ 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
B2B Challenges

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#12ba @WilcoxAJ
§ 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.
#PipelineMarketing

#SocialPro
#12ba @WilcoxAJ
§ 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
Keyword Targeting

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#12ba @WilcoxAJ
§ 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
B2B Advertising Landscape

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

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

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

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

#SocialPro
#12ba @WilcoxAJ
§ Ad Units
§ Text Ads – Right rail
§ 50x50px image
§ .04% CTR is good
§ 25 char headline
§ 75 char adline
LinkedIn’s Ad Units

#SocialPro
#12ba @WilcoxAJ
§ Ad Units
§ Sponsored Updates – News feed
§ 800x400px image
§ .4% CTR is good
§ Character limits
§ 150 char intro
§ 55 char title
§ 155 char description
LinkedIn’s Ad Units

#SocialPro
#12ba @WilcoxAJ
§ 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!
LinkedIn’s Amazing Targeting

#SocialPro
#12ba @WilcoxAJ
§ Go to: LinkedIn.com/Ads
§ Average CPC between $4-$8/click
§ CPM or CPC Bidding
§ Auction based on audience
Jump On In!

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

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#12ba @WilcoxAJ
CMO
Groups
Job
Function
Titles
Skills

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

#SocialPro
#12ba @WilcoxAJ
§ 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
Glorious Retargeting

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

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

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