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

1. LinkedIn Ads: Scalable B2B
Social
AJ Wilcox
Founder

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. @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. @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. @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. @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. @wilcoxaj #HeroConf@wilcoxaj #HeroConf
LINKEDIN ADVERTISING - PROS
Up-To-Date
(Self Selected)
Robust
Targeting
Business
Mentality
No
Gatekeeper
Larger
Deal Sizes

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. @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. @wilcoxaj #HeroConf@wilcoxaj #HeroConf
AD UNITS – TEXT ADS
50x50px image
.03% CTR is good
25 char headline
75 char adline
Desktop
ONLY

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. @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. @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. @wilcoxaj #HeroConf@wilcoxaj #HeroConf
TARGETING
PERSONALITIES
CMO
Titles
Groups
Job Function
Skills
Titles
Groups (+ Seniority)
Job Function + Seniority
Skills + Seniority

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. @wilcoxaj #HeroConf@wilcoxaj #HeroConf
NEW FEATURES SOON
• Account-based
Marketing
• Matched Audiences
• Retargeting

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. @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. @wilcoxaj #HeroConf
Q&A
AJ@B2Linked.com @WilcoxAJ www.B2Linked.com

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: