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.

1. @wilcoxaj #Stukent #ExpertSession #LinkedInAds
B2B Advertising EssentialsLinkedIn Ads Spotlight 2017
@WilcoxAJ
#Stukent #ExpertSession #LinkedInAds

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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @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. @wilcoxaj #Stukent #ExpertSession #LinkedInAds@wilcoxaj #Stukent #ExpertSession #LinkedInAds
NEW MATCHED AUDIENCES!
Retargeting:
• 90-day cookies
• 300 minimum audience
• Ugh

20. @wilcoxaj #Stukent #ExpertSession #LinkedInAds
Q&A
AJ@B2Linked.com @WilcoxAJ www.B2Linked.com