LinkedIn Advertising: The Key to More (and Better) B2B Leads

@marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN ADVERTISING:
THE KEY TO MORE (AND BETTER) B2B
LEADS
Tad Miller
Vice President of Accounts
Sarah Lokitis,
Social Media Manager

TODAY’S PRESENTERS
Tad Miller
Vice President of Accounts,
Marketing Mojo
Follow on Twitter: @jstatad
Sarah Lokitis
Social Media Manager,
Marketing Mojo
Follow on Twitter: @lokitis

ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at Marketo User Summit, SMX, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop
and Hubspot

OUR CLIENTS

B2B SEARCH PROBLEMS

B2B NICHE SEARCHES
• Most are low search traffic for very small
target demographics
• B2B tends to have low search volume
› The higher the price of the B2B product or
service the smaller the target audience
In B2B it’s more important
to get a small targeted
group…
… than a massive
untargeted audience

KEYWORD DEMOGRAPHICS
• Sometimes keywords have demographic
overlaps between consumer and
business searches
• “Battery Testing” has 320 Google
Searches a month
• Consumers seeking information on
testing their car batteries and small
batteries
• Other B2B/Consumer Battery Testing –
laptop batteries
• Hybrid/Electric Car Battery Testing
Consumer
s
B2B
B2B
Niche

KEYWORD DEMOGRAPHICS
• Our client sells “Social Media Management Software”
› Enterprise level product: 12 months/$100,000 commitment
• These 2 people both search for “Social Media Management
Software”
Lives in parent’s basement. Has a
band with a Facebook Page and
Twitter Account.
Chief Marketing Officer of
Xerox

GOOGLE RANKS BY QUERY TYPE
Google views search queries three different ways and
its algorithms rank results based on the kind of Query
• Navigational Queries: Intended to locate a specific web page. The user has a
specific web site in mind, often the official homepage or sub page of an official site
• Search: “Home Depot”
• Informational Queries: Informational query seeks information on a topic. The user
is looking for information on the query topic (broad or specific). The goal is to learn
something by reading or viewing content on the web such as text, images and video,
etc.
• Search “Battery Testing”
• Transactional Queries: seeks to complete a transaction on the web for money or
free – of a product or service. The user is mainly looking for a resource (NOT
information available via web pages). The goal is to download, to buy, to obtain, to be
entertained by or to interact with a resource.
• Search “Battery Testing Services”

GOOGLE DELIVERS RESULTS BASED ON WHAT THE
MAJORITY ARE LOOKING FOR
• If the majority of results for “Battery Testing” in the top 10 are
informational for the “do-it-yourself” consumer audience looking for
information on testing their car’s battery, then that’s likely what the
majority are looking for on that query
• You can make the keyword phrase more transactional for a B2B
audience – “Battery Testing Services”
› It also has a tiny fraction of the search volume of “Battery Testing”

THE BEST A B2B NICHE KW #1 CAN
DELIVER
• The most aggressive
Organic Search Click
Through Rate Study says
that #1 rankings get 36% of
the clicks
• 36% of 320 monthly
searches on “Battery
Testing” = 115 clicks
• Range of recent studies
indicates that 18%-36% of
clicks go to the number 1
spot

THE PAID SEARCH PROBLEM IN B2B
• “Ham-Fisted Bidders” are bidding on ego and not on
the results the advertising brings
• The more expensive the B2B offering, the higher the
bid
• Competition is high for a limited B2B audience
“RAID Data Recovery” $64 CPC
“business VOIP solutions $51 CPC
“managed hosting providers” $49 CPC
“data room services” $41 CPC
“VPS Dedicated Server” $32 CPC
“managed services provider” $31 CPC
“merchant account providers” $28 CPC
“medical billing software” $27
“best conference call service” $25 CPC
“domain names registry” $24 CPC
“online backup software” $24 CPC
“server monitoring software” $24 CPC
“managed IT services” $23 CPC
“CRM Software Programs” $22 CPC
“business credit card” $19 CPC
“business bank account” $15 CPC
Search Engine Marketing Roundup

THE MISSING PPC LONG TAIL
• The growth of “low search
volume” keywords in AdWords is
exponential
• The keyword “Long Tail” only
exists when Google lets it
• They are happy to “broad match”
overly broad keywords at high
CPCs

B2B PRODUCT OR SERVICE PAGES
• Not everyone is ready to “request a quote” or
fill out a Contact Us form
• Conversion rates are low on Contact
Us/Quote forms
• Giving a “lower friction” digital asset away
and nurturing the lead works better

THE MATH
• Low Search Volume
• High Cost Per Click
• Low Conversion Rate
• Long Sales Cycle
• Low Close Rate
• Too few leads for too much cost Cost Per Lead

LINKEDIN CASE STUDY
Our B2B Client had only utilized traditional search
PPC advertising on Google AdWords for about 13
months
› Mostly going for “Contact Us” conversions
› Only delivered 145 Form Completions
› Over $13 CPC
› Over $600 Cost Per Lead

LINKEDIN CASE STUDY
• Focus on White Paper & Webinar Sign ups with custom landing pages
• In 6 weeks, Linkedin Ads surpassed the lead volume of 13 months of PPC
for our client
• In 4 months, Linkedin Ads delivered 217% more leads than what the
previous 13 months of PPC produced - for 82% less budget
• The cost per lead during the 4 months of LinkedIn Ads was 94% lower than
PPC
• Cost Per Lead was $35 overall with some campaigns under $20 per lead
• Conversion rate was over 1,500% better than PPC

LINKEDIN ADVERTISING: A
PRIMER

WHY LINKEDIN?
Source: LinkedIn

WHO ARE THOSE 200 MILLION PEOPLE?
Source: LinkedIn

ADS CONNECT TO YOUR COMPANY
PAGE

DEFINE YOUR TARGET AUDIENCE
?
?
?
?
?
?
?

TARGETING OPTIONS

TARGETING SWEET SPOT
Groups
Company &
Title
Targeting
SWEET
SPOT!

SEARCH LINKEDIN SUGGEST
• Search Alpha patterns [keyword] a, [keyword] b, [keyword] c, etc.

LINKEDIN ADVERTISING OPTIONS
• LinkedIn Marketing Solution
› Display and social ads
› Dedicated LinkedIn account
manager
› Minimum spend = $25,000/3
months
› Guaranteed inventory and
delivery
› Cost per impression (CPM)
› As low as $25 CPL
• LinkedIn Self-Serve Ads
– Text Ads with Small Image
– No Minimum Spend
– Cost per impression (CPM) OR
Cost per click (CPC)
– As low as $13 CPL

WHAT TO EXPECT?
• $10/day minimum
• No day parting
• GMT Time
• 0.02% CTR
• Keyword freedom

ANATOMY OF A LINKEDIN AD

LINKEDIN AD BEST PRACTICES
• Include a call to action
• Test different images
› Bright colors
› Smiling faces
• Match offer and copy to target audience

WHAT IS THE RIGHT OFFER?
• Test different offers
› White paper
› Webinar
› Request more info
› Sign up

MEASURE

LINKEDIN AND THE SALES CYCLE
• LinkedIn puts
leads in the
funnel
• Marketing
automation
nurtures leads
so they can
become
opportunities
Lead
Opportunity
Sale
Marketing
Automation

LEAD UPDATE
• Marketing automation UPDATES a lead’s
profile instead of creating a new lead
Without Marketing Automation Without Marketing Automation

CONTACT
Tad Miller
tmiller@marketing-mojo.com
800-939-5938 x102
Google+: +Tad Miller
Twitter: @jstatad

LinkedIn Advertising: The Key to More (and Better) B2B Leads

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LinkedIn Advertising: The Key to More (and Better) B2B Leads

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