From the From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.. SESSION: Connecting With LinkedIn Ads. PRESENTATION: The B2B Advertiser’s Power Tool - Given by AJ Wilcox, @wilcoxaj - B2 Linked, LinkedIn Ads Evangelist. #SocialPro #23A3

1. #SocialPro #23A3 @WilcoxAJ
The B2B Advertiser’s Power Tool
Connecting with LinkedIn Ads

2. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
ABOUT AJ WILCOX
8+
Years of PPC and
SEO experience
Began heavy B2B
focus 4 years ago
Live in Utah with
my wife and 4 kids
Triathlete, exotic car lover, soulless ginger

3. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
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%

4. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
#PipelineMarketing
All leads != equal
Make op0miza0on decisions
based on real results
Return On Ad Spend is the real metric
Visits
Leads
Marketing Qualified Leads
Sales Accepted Leads
Opportunities
Customers

5. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
KEYWORD TARGETING
How do you ensure your
dollars are spent on
someone with B.A.N.T.?
Paid Search (AdWords)
keyword-based targe0ng
Intent-based
CEOs type the same
keywords as janitors
Budget
Authority
Need
Timing

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

8. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
LINKEDIN ADVERTISING - CONS
The platform is far from perfect:
Conversion Tracking
Dayparting
Hourly Reporting
Device-level Bidding
Retargeting
Opaque Relevancy Score
Ignored by LinkedIn (Changing!)

9. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
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. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
NOT A FIT!
Small LTVs (<
$10K)
Broad
Target B2C eCommerce Hard Sell

11. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
AD UNITS – TEXT ADS
50x50px image
.04% CTR is good
25 char headline
75 char adline
Desktop ONLY

12. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
AD UNITS – SPONSORED UPDATES
180x110px image
.4% CTR is good
128 char intro
38 char title
155 char description
Mostly mobile users

13. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
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. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
EFFICIENT LINKEDIN REACH
CMO
Titles
Groups
Job Function
Skills
Titles
Groups (+ Seniority)
Job Function + Seniority
Skills + Seniority

15. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
CONTENT MARKETING FUNNEL
Trial/
Demo
Blog Post/Infographic
Ebook
Webinar
Retargeting
Email
Nurture
Low Friction
High Friction
Guide / Whitepaper

16. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj
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:

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

18. #SocialPro #23A3 @WilcoxAJ
THANK YOU!
SEE YOU AT THE NEXT
MARKETING LAND EVENT!