LinkedIn Ads: The Red-headed Stepchild of B2B PPC [HeroConf London 2015]
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1) The document discusses challenges with business-to-business (B2B) paid search marketing and highlights LinkedIn advertising as a powerful option for targeting business professionals. 2) It provides tips for setting up and optimizing LinkedIn ad campaigns, including different ad units, targeting options, and key performance metrics to track. 3) While LinkedIn advertising is effective for B2B, it is still seen as the "red-headed stepchild" by some due to lacking some functionality compared to platforms like Google Ads.
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LinkedIn Ads: The Red-headed Stepchild of B2B PPC [HeroConf London 2015]
- 1. The Red-headed Stepchild of B2B PPC AJ Wilcox #HeroConf 1
- 2. About AJ Wilcox •8 years of PPC and SEO experience •Began heavy B2B focus 4 years ago •Stumbled onto LinkedIn Ads •Saw awesome successes •Quit my full-time job to start B2Linked.com •Live in Utah, USA with my wife and ~4 kids •Triathlete, exotic car lover, soulless ginger #HeroConf 2
- 3. B2B Challenges • B2B marketers have to be more sophisticated • Offline conversion events on delayed sales cycles • Gives rise to #PipelineMarketing • eCommerce analysis much simpler • 72% of the Fortune 1000 are B2B #HeroConf 3
- 4. #PipelineMarketing • My data journey • Make optimization decisions based on real results • Return On Ad Spend is the real metric • $/Opportunity can by used as surrogate • $/SAL can be used on insufficient Opportunity data • Etc. #HeroConf 4
- 5. Keyword Targeting is… • Paid Search (Google Adwords/Bing Ads) keyword-based targeting • Intent-based • CEOs type the same keywords as janitors • How do you ensure your dollars are spent on someone with BANT? • Budget • Authority • Need • Timing #HeroConf 5
- 6. B2B Ad Options • Industry Publications • Advertise in industry rags (ChiefExecutive magazine) • AdTech Vendors • Bizo • Quantcast • DemandBase • Paid Social • Twitter – Weak B2B targeting • Facebook – Decent B2B targeting, personal focus • LinkedIn – precise targeting, business focus #HeroConf 6
- 7. LinkedIn Advertising • Up to date (self selected) • Robust targeting • Near-unlimited traffic • Business mentality • Self-service #HeroConf 7
- 8. LinkedIn AdWords #HeroConf 8 Account Campaign Ads Campaign Ads Ads Campaign Adgroup Adgroup Keyword s Ads Keyword s Account MCC
- 9. LinkedIn Ads 101 • Go to: LinkedIn.com/Ads • Average CPC between $5-$8/click • CPM or CPC Bidding • Auction based on audience #HeroConf 9
- 10. LinkedIn Ads 101 cont’d • Ad Units • Text Ads – Right rail • 50x50px image • .04% CTR is good • 25 char headline • 75 char adline #HeroConf 10
- 11. LinkedIn Ads 101 cont’d • Ad Units • Sponsored Updates – News feed • 180x110px image • .4% CTR is good • Character limits • 150 char intro • 55 char title • 155 char description #HeroConf 11
- 12. LinkedIn Ads 101 cont’d • Targeting (profile completeness dependent) • Job Title (Project Manager) • Job Function (Marketing) • Seniority (Manager) • Company Name (Microsoft) • Category/Industry (Hi-tech, consumer goods) • School Name (Stanford) • Skills (nunchuck, MySQL) • Group (Project Management R Us) • Gender (M/F/Both) • Age (55+) • Company Size (51-2000) • Geography (San Francisco Bay Area) • In any combination • & Exclusions! #HeroConf 12
- 13. LinkedIn Ads 101 cont’d • 4 Methods of Targeting • Titles • Job Function + Seniority • Skills + Seniority • Groups (+ Seniority) #HeroConf 13
- 16. Why the Red-Headed Stepchild? • Lacking functionality • Conversion Tracking • Dayparting • Hourly Reporting • Device Bidding • Retargeting • Opaque Relevancy Score • Ignored by LinkedIn #HeroConf 16
- 17. LinkedIn Wins • Conversion Rates • Business Reach • Mindset • Deal Size • No Gatekeeper #HeroConf 17
- 18. Let’s say… • You’re running 2 ads. • A has a CTR of .61% and a CPA of $48 • B has a CTR of .40% and a CPA of $41 #HeroConf 18 Which ad is better?
- 19. Content Marketing Funnel #HeroConf 19 Trial/ Demo Blog Post/Infographic Guide / Whitepaper Ebook Webinar Low Friction High Friction Retargeting Email Nurture
- 20. Glorious Retargeting • Paid Search retargeting = Building audience around keyword • LinkedIn retargeting = Building persona! • Deliver content tests to your ideal audience • At a fraction of the price of LinkedIn advertising • UTM parameter tagging allows for separate audiences in GA #HeroConf 20
- 21. Q&A! • AJ@B2Linked.com • @WilcoxAJ • www.B2Linked.com #HeroConf 21