The document discusses LinkedIn Ads as an effective tool for B2B advertising, emphasizing the importance of targeting based on various criteria such as job titles and seniority. It highlights both the advantages, like robust targeting options and larger deal sizes, and the limitations of the platform, such as the lack of certain bidding options and high click costs. Additionally, it introduces strategies for retargeting and the use of matched audiences to enhance advertising effectiveness.

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

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