LinkedIn Ads are absolute gold for B2B advertisers, but boy do we pay for them! Join AJ Wilcox as he shows you the advanced strategies for how to make the most of your ads while using the tips and tricks that make costs low. From this session, you'll learn: - The pros and cons of each ad format, and when to use them Advanced bidding strategies to get cheaper clicks than your competition - Account organization tactics to make your account easier to manage and optimize And much more

1. @wilcoxaj#HeroConf #LakantoMarketingSummit
LINKEDIN ADS
Advanced Strategies
@wilcoxaj
#HeroConf

2. @wilcoxaj#HeroConf
I’m AJ Wilcox
TRIATHLETE, EXOTIC CAR LOVER,
SOULLESS GINGER
Years of PPC and
SEO experience
Began heavy B2B
focus 7 years ago
Live in Utah with
my wife and 4 kids
12+

3. @wilcoxaj#HeroConf
LINKEDIN ADS PROS
B E S T
B U S I N E S S
T A R G E T I N G
( A T S C A L E )
U P - T O - D A T E
D A T A
B U S I N E S S
M E N T A L I T Y
L A R G E R
D E A L S I Z E S

4. @wilcoxaj#HeroConf
LINKEDIN ADS CONS
$ 6 − $ 9
C L I C K S
N O D E V I C E -
L E V E L
B I D D I N G
N O
D A Y P A R T I N G
N O V I S I B L E
R E L E V A N C Y
S C O R E
N O
L O O K A L I K E S
( J U S T
R E L E A S E D ! )
@wilcoxaj#HeroConf

5. @wilcoxaj#HeroConf
High lifetime value of clients makes paying more for clicks worthwhile
WHO’S A FIT
HIGH- VALUE (LT V $15K+) B2B LEADGEN
WHITE-COLLAR RECRUITING
HIGHER EDUCATION RECRUITING
Target the professional qualifications of the position you’re looking to hire
Best targeting around education great for MBA/PhD programs

6. @wilcoxaj#HeroConf
LOW VOL, GOOD AT BOTTOM -OF -FUNNEL
AD FORMATS – TEXT ADS
50X50PX IMAGE
R I G H T R A I L
.03% CTR IS GOOD
25 CHAR HEADLINE, 75 CHAR ADLINE
DESK TOP ONLY

7. @wilcoxaj#HeroConf
AD FORMATS – SPONSORED CONTENT
1200x627px IMAGE
N E W S F E E D
.4% CTR IS GOOD
150 CHAR INTRO, 70 CHAR TITLE
80%+ MOBILE USERS
BEST FOR GATED CONTENT

8. @wilcoxaj#HeroConf
AD FORMATS – SPONSORED INMAIL
PAY PER SEND (~$0.35 -$0.85)
45 DAY FREQUENCY CAP
SEND FROM EMPLOYEE PERSONAL PROFILE
~50% OPEN RATES
GOOD FOR FOMO & EGO-STROKING

9. @wilcoxaj#HeroConf
HIGH CPCS/LOW CT Rs
AD FORMATS – DYNAMIC ADS
100X100PX IM AGE
R I G H T R A I L
FOLLOW ER & SPOT LIGHT ADS
25 CH ARS M AX
DESKTOP ONLY

10. @wilcoxaj#HeroConf
AD FORMATS – LEAD GEN FORM ADS
PROSAVAIL A B LE ON SPONSORE D CONT ENT AN D
SPONSORE D INM AI L
BY PASS LAN D I NG PAGE FOR HIGHER
CONVERSIO N RAT ES
INT EGR AT IO N S
 ELOQU A, M ARKETO, LIVER AM P,
SAL E SFO R C E, HUBSPOT
 OT HER PLAT FO RM S T HROUGH ZAPI E R
HIGHER CONVERSION RATES
CONS
DIFFICULT TO WORK WITH
POOR TRACKING
NO RETARGETING
QUESTIONABLE LEAD
QUALITY

11. @wilcoxaj#HeroConf
AD FORMATS - LINKEDIN VIDEO ADS
$.06-.14 PER 2 -SECON D VIEW
PLAY M UT ED (USE SUBT IT LES)
NO RETARG ET I NG

12. @wilcoxaj#HeroConf
AD UNITS – CAROUSEL ADS
1080x1080px IM AGES
N E W S F E E D
HE AD LI N E S: 45 CH ARS LP / 30 CH AR S LGF
150 CH AR INT RO
80%+ M OBILE USERS
INT EGR AT ES W IT H LEAD GEN FORM S

13. @wilcoxaj#HeroConf
LINKEDIN TARGETING
P R O F I L E C O M P L E T E N E S S D E P E N D E N T
Job Title (Project Manager)
Job Function (Marketing)
Seniority (Manager)
Skills (Nunchuck, MySQL)
Group (Project Management R Us)
PROFESSIONAL
Category/Industry (Hi-tech, Consumer Goods)
Company Size (51 - 2000)
Company Name (Microsoft)
COMPANY
School Name (Stanford)
Degree/Field of Study
EDUCATION
Gender (M/F/Both)
Age (55+)
Geography (San Francisco Bay Area)
DEMOGRAPHICS
COMBINATIONS
& EXCLUSIONS

14. @wilcoxaj#HeroConf
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#HeroConf
ADVANCED TARGETING TACTICS
Exclude Sales/BizDev/Marketing Job Functions to keep out folks who are trying to sell
into these audiences.
WHEN TARGETING SKILLS OR GROUPS…
WHEN TARGETING SMBs…
Exclude larger company sizes rather than including the smaller.
USE SENIORIT Y INSTEAD OF AGE OR YEARS OF EXPERIENCE
Age and Yrs Exp are both guesses. Seniority is based on title/industry
AVOID “AUDIENCE EXPANSION” LIKE STREP THROAT
Complete and utter garbage which is enabled by default

16. @wilcoxaj#HeroConf
BIDDING FOR PERFORMANCE
Bids are your lever to balance cost/scale
Set daily budgets sky-high and raise/lower bids until
it naturally spends your desired budget.
If your budget trips before the end of the day, you
paid too much for your clicks.
@wilcoxaj#HeroConf

17. @wilcoxaj#HeroConf
ADVANCED SC BIDDING
USE THIS TO BEAT LINKEDIN’S
AUTOBIDDING IN EVERY CASE
@wilcoxaj#HeroConf

18. @wilcoxaj#HeroConf
ACCOUNT STRUCTURE
@wilcoxaj
• BAD: “2018 Webinar” or “Whitepaper”
• GOOD: “SC | Marketing Manager Titles | US”
NAME CAMPAIGNS AFTER AUDIENCE & AD TYPE
MICROSEGMENTATION: WHEN IN DOUBT, BREAK IT OUT
• BAD: “Marketing Mgr-and-above”
• GOOD: “Marketing Mgr,” “Marketing Dir,” “Marketing VP,” “CMO” all separate campaigns
AUDIENCE SIZES
• BAD: LinkedIn’s recommendation of 300k+
• GOOD: 20-80k
#HeroConf

19. @wilcoxaj#HeroConf
WHAT CONTENT SHOULD I USE?
LOW FRICTION
HIGH FRICTION
SWEET SPOT!
B l og Po st/
I nfographic
G uide/
W h itepaper
e Book
Webinar
Tr ial/
D emo

20. @wilcoxaj#HeroConf
RETARGETING DREAM TEAM
• 90-day Cookie Duration
• Cookie-only, no event or user ID
• Still pricey ($4ish per click)
• 300 minimum audience size
• Users don’t hang out
LINKEDIN RETARGETING IS WEAK
• FB Custom Audiences
• AdWords Remarketing
• Mimic Same Logic
RETARGET ALL LI TRAFFIC TO:

21. @wilcoxaj#HeroConf
ADVANCED RETARGETING
Exclude ‘Converters’ and ‘Landing Page Visitors’ from campaigns
TARGET NET-NEW
• Create retargeting campaign of ‘Landing Page Visitors’
• Exclude this audience from campaign
2-STEP FUNNEL

22. @wilcoxaj#HeroConf
ADVANCED ACCOUNT-BASED MARKETING
SALES DREAM ACCOUNTS
EXCLUDE COMPETITORS
EXCLUDE CUSTOMERS
PRODUCT UPDATES TO CURRENT CUSTOMERS
FUNNEL ACCELERATION
@wilcoxaj#HeroConf

23. @wilcoxaj#HeroConf
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 %
1 - 2 x
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

24. @wilcoxaj#HeroConf
2 HURDLES FOR ALL ADS
PERFORMANCE STRUGGLING AT ONE OR BOTH POINTS
LETS YOU KNOW WHERE TO CONCENTRATE YOUR EFFORTS
G e t p e o p l e t o c l i c k
o n y o u r a d s
O n c e c l i c k e d , g e t
t h e m t o c o n v e r t

25. @wilcoxaj#HeroConf
UTM TAGGING
U T M P a r a m ete r E x a m p l e R a t i o n a l e
u t m _ s o u rc e l i n ke d i n T h e p l a t fo r m
u t m _ m e d i u m s p o n s o r e d c o n te n t o r s c T h e t y p e o f a d
u t m _ c a m p a i g n I T d i r e c to r s + D e s c r i b e t h e a u d i e n c e
u t m _ c o n te n t l i s c 0 4171 8 01 I d e n t i f i e s t h e s p e c i f i c a d

26. @wilcoxaj#HeroConf
utm_content
lisc 041718 01
S h o r t v e r s i o n o f S o u r c e / M e d i u m :
‘ l i ’ i s s h o r t f o r L i n k e d I n
‘ s c ’ i s s h o r t f o r S p o n s o r e d C o n t e n t
T h e d a t e t h e c o d e w a s c r e a t e d s e r v e s 2
p u r p o s e s :
1 . M a k e s e v e r y c o d e 1 0 0 % u n i q u e
2 . S i g n i f i e s w h e n t h e a d w a s l a u n c h e d
I n c r e m e n t a l d i g i t t o
d i f f e r e n t i a t e b e t w e e n m u l t i p l e
a d s c r e a t e d a t t h e s a m e t i m e

27. @wilcoxaj
B2Linked.com/checklist
Ever ything you need in order to get star ted adver tising on
LinkedIn
Free Checklist!
#HeroConf

28. @wilcoxaj#HeroConf
AJ@B2Linked.com @WilcoxAJ www.B2Linked.com
QUESTION AND ANSWER