Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

LinkedIn Ads Master Session - AJ Wilcox


Published on

LinkedIn Ads Master Session, presented at HeroConf LA by AJ Wilcox on 4/17/17

Published in: Marketing
  • Be the first to comment

LinkedIn Ads Master Session - AJ Wilcox

  1. 1. LinkedIn Ads: Scalable B2B Social AJ Wilcox Founder
  2. 2. @wilcoxaj #HeroConf@wilcoxaj #HeroConf 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 #HeroConf@wilcoxaj #HeroConf 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 Just last month!
  4. 4. @wilcoxaj #HeroConf@wilcoxaj #HeroConf 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 #HeroConf@wilcoxaj #HeroConf #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 #HeroConf@wilcoxaj #HeroConf 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 #HeroConf@wilcoxaj #HeroConf LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
  8. 8. @wilcoxaj #HeroConf@wilcoxaj #HeroConf LINKEDIN ADVERTISING - PITFALLS The platform is far from perfect: Conversion Tracking (Finally!) Dayparting Hourly Reporting Device-level Bidding Retargeting Opaque Relevancy Score Ignored by LinkedIn (Changing!)
  9. 9. @wilcoxaj #HeroConf@wilcoxaj #HeroConf WHO’S A FIT? LTV >$15K is a no-brainer Recruiting Education Subscription Software (SaaS) Company Verticals: Who’s an ideal fit for LinkedIn Advertising?
  10. 10. @wilcoxaj #HeroConf@wilcoxaj #HeroConf AD UNITS – TEXT ADS 50x50px image .03% CTR is good 25 char headline 75 char adline Desktop ONLY
  11. 11. @wilcoxaj #HeroConf@wilcoxaj #HeroConf AD UNITS – SPONSORED CONTENT 1200x627px image .4% CTR is good 128 char intro 38 char title 65%+ mobile users
  12. 12. @wilcoxaj #HeroConf@wilcoxaj #HeroConf AD UNITS – SPONSORED INMAIL Personal Invitation Pay Per Send ($0.65-$0.85) 2 Month Frequency Cap Sent from personal LinkedIn profile Free 300x250px ad No email notification!
  13. 13. @wilcoxaj #HeroConf@wilcoxaj #HeroConf 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 Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Combinations & Exclusions
  14. 14. @wilcoxaj #HeroConf@wilcoxaj #HeroConf TARGETING PERSONALITIES CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
  15. 15. @wilcoxaj #HeroConf@wilcoxaj #HeroConf CONTENT MARKETING FUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Email Nurture Low Friction High Friction Guide / Whitepaper
  16. 16. @wilcoxaj #HeroConf@wilcoxaj #HeroConf NEW FEATURES SOON • Account-based Marketing • Matched Audiences • Retargeting
  17. 17. @wilcoxaj #HeroConf@wilcoxaj #HeroConf ACCOUNT-BASED MARKETING Who are your dream logos? Create campaigns to target only your target customer at those companies: Up to 100 companies per campaign OR up to 36k list upload Manually type in, no limit LinkedIn Ads Facebook Ads
  18. 18. @wilcoxaj #HeroConf@wilcoxaj #HeroConf Cost Strategies Dipping your Toe in • Bid low (minimum or slightly above) • Clicks will be cheap • You’ll still fill a small budget Volume & Scale • Bid up slowly until you’re naturally spending your budget each day • Raise as you need more scale • Traffic will come at the increased cost of more clicks *Both dependent on decent engagement rate performance!
  19. 19. @wilcoxaj #HeroConf Q&A @WilcoxAJ
  20. 20. @wilcoxaj #HeroConf@wilcoxaj #HeroConf GLORIOUS RETARGETING LinkedIn retargeting = Building persona! Facebook Custom Audiences Twitter Tailored Audiences Paid Search retargeting = Building audience around keyword Recommended Retargeting Mix: AdWords ReMarketing Tag Manager Containing: