5 Steps to Optimize LinkedIn Ads for B2B Lead Generation
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Using LinkedIn Ads for B2B
Lead Generation
Presented by: Tad Miller – VP Client Services
@ Marketing Mojo
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About Me
• Vice President of Client Services @ Marketing Mojo
– Charlottesville, Virginia
• My wife Janet Driscoll-Miller & I have ran the agency (originally
known as Search Mojo) for 13 years
• Worked on both SEO and Online Advertising for the duration of
my career
• For B2C, B2B, Non-profits, large & small…
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Why Believe Me?
• I stopped counting at $50,000,000 years
ago on how many dollars of online
advertising I’ve managed for my clients…
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Once upon a time…
• We just had a baby…Let’s quit our jobs,
move to a strange new place and start a
new search marketing business over our
garage from scratch!
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Big Failure? Right?
NO actually not…
Within a year we
were doing SEO and
PPC for Mazda USA
and Toyota Certified
Used Vehicles
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Life is
Good &
Search Ads
Can Do
ANYTHING!
• With gigantic search marketing budgets
you learn faster, can test faster and make
a huge impact with small changes
• I became amazingly over-confident in my
ability to succeed with search ads
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Sell This
• Saas “Social Media Management”
platform
• Minimum 1 year contract
• Starting at $10,000 a month
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This man searches
for “Social Media
Management
Software”
• Jerry lives at home
with Mom & Dad. His
Christian Rock Band has
a big following on
Facebook & Twitter. He
needs help to manage
the Band’s Social Media
presence.
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No happy ending for us…
THERE WAS NO
ONLINE AD
ALTERNATIVE
THE CLIENT WAS
BOUGHT BY GOOGLE
FOR ~ $150 MILLION
GOOGLE TOOK OVER
THE ADVERTISING
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It Worked So Well, We Renamed the Company
• We started out as just a search agency (SEO + Search
Ads)
• LinkedIn ads & the power of demographic targeting in
Social broadened our services and forced the name
change on us from Search Mojo to Marketing Mojo
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Develop a
Customer Persona
• This doesn’t have to
be that hard
• We aren’t doing TV
commercials
• This isn’t really
consumer focused at
all
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Cyber-Stalk the
Customer List on
LinkedIn
• Does the title on the
Customer List match?
• What skills?
• How much experience?
• Education/Certifications?
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Do a Customer
Intake Form
• Use the demographic
targeting options of
LinkedIn Ads as the basis
to ask questions to all
the relevant parties of
how the customers fit
the targeting options
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It’s Just As
Powerful to
Exclude as Include
• Getting answers on who you
don’t want ads shown to is
vital
• Exclude existing customers
• Non-Decision Makers?
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Gear Content to
What the Persona
Target Wants
• Learn 19th Century French
Poetry, how to play the
piano, ice sculpture…
• Write Ads for Them
• Create Downloadable
Content for Them
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Why Create the Persona First?
Content written for a
persona tends to work
better when advertising on
LinkedIn Ads than a persona
written after the fact…
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Persona Questions:
What Do The
Customers Want?
• How does the
product/service/content give
customers what they want?
• How does the
product/service/content solve
their specific problems?
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What do customers
NOT want?
• It’s obviously best not to
produce content that repels
customers
• What are the customer pain
points they want to solve or
avoid
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Exclusions Are
Targeting Too
• Additionally excluding the “close
but not relevant” works really
well
• I’ve even done campaigns that
only use exclusions
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Relevance > Reach
• Reach & Scale is for
Consumer Brands
• B2B lead generation is
about targeting
• Awareness only matters
for the target market
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Wrap Up
1. Develop A Customer Persona
2. Gear Content to What the Target Customer Persona
Wants
3. Layer Your Ad Targeting (Ignore the LinkedIn Best
Practice)
4. Bid Low and See if you can spend your Daily Budget
5. Fight Ad Fatigue to Small Audiences with different
Images