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The B2B Advertiser’s Power Tool By AJ Wilcox

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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

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The B2B Advertiser’s Power Tool By AJ Wilcox

  1. 1. #SocialPro #23A3 @WilcoxAJ The B2B Advertiser’s Power Tool Connecting with LinkedIn Ads
  2. 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. 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. 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. 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. 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. 7. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
  8. 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. 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. 10. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj NOT A FIT! Small LTVs (< $10K) Broad Target B2C eCommerce Hard Sell
  11. 11. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj AD UNITS – TEXT ADS 50x50px image .04% CTR is good 25 char headline 75 char adline Desktop ONLY
  12. 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. 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. 14. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj EFFICIENT LINKEDIN REACH CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
  15. 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. 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. 17. #LinkedInAds@wilcoxaj Q&A @WilcoxAJ