1) LinkedIn Ads provides precise targeting capabilities for B2B advertisers focused on business professionals. 2) The presentation discusses how LinkedIn Ads can be used for pipeline marketing by targeting specific job roles, titles, industries, and skills rather than relying solely on keywords. 3) Examples of effective LinkedIn ad units and targeting options are provided along with tips on when LinkedIn Ads may or may not be a good fit for different types of companies and marketing goals.

1. LinkedIn Ads:
The Killer B2B Ads Platform You’ve
Never Heard Of
AJ Wilcox
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2. About AJ Wilcox
• 8+ years of PPC and SEO experience
• Began heavy B2B focus 4 years ago
• Stumbled onto LinkedIn Ads and they won me over
• Saw awesome successes
• Left my full-time job to start B2Linked.com
• Lives in Utah, USA with my wife and 4 kids
• Triathlete, exotic car lover, soulless ginger
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3. B2B Challenges
• B2B marketers have to be more sophisticated
•Offline conversion events
•Delayed sales cycles
• Gives rise to #PipelineMarketing
• 72% of the Fortune 1000 are B2B
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4. #PipelineMarketing
• All leads != equal
• Make optimization decisions based on real results
• Return On Ad Spend is the real metric
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5. Keyword Targeting
• Paid Search (AdWords) 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
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6. B2B Ad Options
• 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
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7. LinkedIn Advertising - Pros
• Up to date (self selected)
• Robust targeting
• Business mentality
• No Gatekeeper
• Larger deal sizes
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8. LinkedIn Advertising - Cons
• Lacking functionality
• Conversion Tracking
• Dayparting
• Hourly Reporting
• Device Bidding
• Retargeting
• Opaque Relevancy Score
• Ignored by LinkedIn (changing!)
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9. Who’s a Fit?
• Large deal sizes (>$20k)
• Very specific target customer
• Company Types:
•SaaS Software
•Recruiting
•Education
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10. Not a Fit!
• Small deal sizes (<$10k)
• Broad target
• B2C
• eCommerce
• Hard sell
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11. Ad Units – Text Ads
• Ad Units
• Text Ads – Right rail
• 50x50px image
• .04% CTR is good
• 25 char headline, 75 char adline
• Desktop only
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12. Ad Units – Sponsored Updates
• Ad Units
• Sponsored Updates – News feed
• 180x110px image
• .4% CTR is good
• Character limits
• 128 char intro
• 38 char title
• 155 char description
• Mostly mobile users
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13. B2B Targeting
• Targeting (profile completeness dependent)
• Professional
• Job Title (Project Manager)
• 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
• Demographics
• Gender (M/F/Both)
• Age (55+)
• Geography (San Francisco Bay Area)
• Combinations
• & Exclusions!
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14. Jump on in!
• Go to: LinkedIn.com/ads
• Average CPC between $4-$8/click
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15. Efficient LinkedIn Reach
• 4 Methods of Targeting
• Titles
• Job Function + Seniority
• Skills + Seniority
• Groups (+ Seniority)
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16. CMO
Groups
Job
Function
Titles
Skills
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17. Who Uses LinkedIn Ads?
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18. Content Marketing Funnel
Trial/
Demo
Blog Post/Infographic
Guide /
Whitepaper
Ebook
Webinar
Retargeting
Email Nurture
Low Friction
High Friction
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19. Glorious Retargeting
• Paid Search retargeting = Building audience around
keyword
• LinkedIn retargeting = Building persona!
• Recommended Retargeting Mix:
• Tag Manager Containing:
• AdWords ReMarketing
• Facebook Custom Audiences
• Twitter Tailored Audiences
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20. Case Study
• Tag management software company ObservePoint
• Customers have titles across the board
• Wanted to reach them other than with titles
• Took customer email list, ran through social scraper
• Appended LinkedIn Skills and Groups to list
• Ran frequency of Skills and Groups across audience to find the most
common
• Built our own homegrown lookalike audience
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21. #webinarClub

22. Q&A!
• AJ@B2Linked.com
• @WilcoxAJ
• www.B2Linked.com
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