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B2B Advertising Essentials with AJ Wilcox from B2Linked

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B2B Advertising Essentials with AJ Wilcox from B2Linked

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In this expert slide deck, AJ Wilcox teaches us the basics and the tricks to successful Linkedin Advertising.

Most of the Fortune 500 companies are in the business-to-business space and AJ will show you that Linkedin is one of the best platforms for reaching decision makers at these businesses.

In this expert slide deck, AJ Wilcox teaches us the basics and the tricks to successful Linkedin Advertising.

Most of the Fortune 500 companies are in the business-to-business space and AJ will show you that Linkedin is one of the best platforms for reaching decision makers at these businesses.

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B2B Advertising Essentials with AJ Wilcox from B2Linked

  1. 1. @wilcoxaj #Stukent #ExpertSession #LinkedInAds B2B Advertising EssentialsLinkedIn Ads Spotlight 2017 @WilcoxAJ #Stukent #ExpertSession #LinkedInAds
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 19. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds NEW MATCHED AUDIENCES! Retargeting: • 90-day cookies • 300 minimum audience • Ugh
  20. 20. @wilcoxaj #Stukent #ExpertSession #LinkedInAds Q&A AJ@B2Linked.com @WilcoxAJ www.B2Linked.com

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