This document discusses using LinkedIn advertising and retargeting to address challenges with paid search for business-to-business (B2B) companies. It provides an example of how the IT management company ScienceLogic improved their conversions and reduced costs per lead by over 50% by combining LinkedIn ads with retargeting ads on Google. The key benefits highlighted are LinkedIn's ability to precisely target relevant professional groups and the generally lower competition and costs compared to search advertising currently.

1. LINKEDIN MARKETING
PUBCON LAS VEGAS
OCTOBER 24, 2013

2. THE PAID SEARCH CHALLENGE

3. @searchmojo
WHAT WE ALREADY KNOW
ABOUT SEARCH

4. @searchmojo
WHAT WE ALREADY KNOW
ABOUT SEARCH

5. @searchmojo
THE KEYWORD CHALLENGE
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?

6. @searchmojo
THE PAID SEARCH PROBLEM IN B2B
• “Ham-Fisted Bidders” are bidding on ego and
not on the results the advertising brings
• The more expensive the B2B offering, the
higher the bid
• Competition is high for a limited B2B audience
“RAID Data Recovery” $64 CPC
“business VOIP solutions $51 CPC
“managed hosting providers” $49 CPC
“data room services” $41 CPC
“VPS Dedicated Server” $32 CPC
“managed services provider” $31 CPC
“merchant account providers” $28 CPC
“medical billing software” $27
“best conference call service” $25 CPC
“domain names registry” $24 CPC
“online backup software” $24 CPC
“server monitoring software” $24 CPC
“managed IT services” $23 CPC
“CRM Software Programs” $22 CPC
“business credit card” $19 CPC
“business bank account” $15 CPC
Search Engine Marketing Roundup

7. @searchmojo
THE MISSING PPC LONG TAIL
• The growth of “low
search volume” keywords
in AdWords is exponential
• The keyword “Long Tail”
only exists when Google
lets it
• They are happy to “broad
match” overly broad
keywords at high CPCs

8. THE ANSWER:
COMBINE SOCIAL WITH SEARCH

9. @searchmojo
WHY SOCIAL ADS?
http://www.youtube.com/watch?v=DJLDF6qZUX0

10. @searchmojo
WHAT IS THE MAKEUP OF LINKEDIN?
Source: LinkedIn

11. @searchmojo
LINKEDIN ADVERTISING OPTIONS
• LinkedIn Marketing Solution
– Display and social ads
– Dedicated LinkedIn account
manager
– Minimum spend = $25,000/
3 months
– Guaranteed inventory and
delivery
– Cost per impression (CPM)
– As low as $25 CPL
• LinkedIn Self-Serve Ads
– Text Ads with Small Image
– No Minimum Spend
– Cost per impression (CPM) OR
Cost per click (CPC)
– As low as $13 CPL

12. @searchmojo
WHAT TO EXPECT?
• $10/day minimum
• No day parting
• GMT Time
• 0.02% CTR
• Keyword freedom

13. @searchmojo
LINKEDIN ADVERTISING

14. @searchmojo
LINKEDIN ADVERTISING

15. @searchmojo
TARGETING SWEET SPOT
Groups
Company &
Title
Targeting
SWEET
SPOT!

16. @searchmojo
MAKING LINKEDIN SUCCESSFUL
• Know your buyer personas
– Who are your buyers?
– What messaging resonates with them?
• Use LinkedIn to target those individuals
with those specific offers/messages

17. @searchmojo
MEASURE

18. Google
Retargeting
ads focused on
IT
management
show to user
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
User clicks
on social ad
Mark
person as
IT
manager
Ad targeted
towards IT
managers
Landing page,
focused on a
particular
software
solution/offer
BRINGING IT ALL TOGETHER
WITH SEARCH

19. CASE STUDY: SCIENCELOGIC

20. @searchmojo
ABOUT SCIENCELOGIC
“After two years of running this system,
we've not found anything it can’t manage.”
- InfoWorld Test Center
• Founded 2003
• 69% year over year growth
• HQ in Virginia
• Sales offices – London, Sydney
COMPANY
SOFTWARE
Enterprise / Corporate ITService ProvidersFederal / Government
BEST ENABLING MSP
TECH

21. @searchmojo
OUR PRODUCT

22. @searchmojo
OUR COMPETITION
• Big 4 – HP, IBM, CA, BMC
– Large ad budgets
– Established, highly recognizable brands
• New competitors constantly enter fray
• Noisy, crowded space

23. @searchmojo
THE CHALLENGES WITH
KEYWORD-BASED SEARCH ADS
• High cost per click
– Some upwards of $30/click
• Long tail keywords wouldn’t always
generate an ad

24. @searchmojo
LINKEDIN ADVERTISING
WITH RETARGETING
0 50 100 150 200 250 300 350 400
2011
2012
Conversions

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LINKEDIN ADVERTISING
WITH RETARGETING
2011 2012
Conversions

26. @searchmojo
LINKEDIN ADVERTISING
WITH RETARGETING
2011 2012
Cost per Lead

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LINKEDIN ADVERTISING
WITH RETARGETING
2011 2012
Cost

28. SEARCHMOJO.COM
ROI OF LINKEDIN
281%
1178%
(pipeline)(revenue)
ROI

29. @searchmojo
WHY LINKEDIN IS SO STRONG FOR B2B
• Targeted to affinity/professional groups that
people self-select vs. search keywords
– Keyword context may not always be clear
• LinkedIn starts with groups that you KNOW the
size of, their common interests are, etc.
• LinkedIn is also cheaper for now because there
is less competition for advertising.
• LinkedIn targeting can be very specific – not
just to groups, but also down to companies and
titles.

30. @searchmojo
BRINGING IT ALL TOGETHER
Google
Retargeting
Ads
Nurturing
via
Marketing
Automation
Demographic
Targeting via
LinkedIn Ads
Opportunity

31. @searchmojo
CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo