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LinkedIn Ads - Advanced Strategies

LinkedIn Ads are absolute gold for B2B advertisers, but boy do we pay for them! Join AJ Wilcox as he shows you the advanced strategies for how to make the most of your ads while using the tips and tricks that make costs low.

From this session, you'll learn:
- The pros and cons of each ad format, and when to use them
Advanced bidding strategies to get cheaper clicks than your competition
- Account organization tactics to make your account easier to manage and optimize
And much more

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LinkedIn Ads - Advanced Strategies

  1. 1. @wilcoxaj#HeroConf #LakantoMarketingSummit LINKEDIN ADS Advanced Strategies @wilcoxaj #HeroConf
  2. 2. @wilcoxaj#HeroConf I’m AJ Wilcox TRIATHLETE, EXOTIC CAR LOVER, SOULLESS GINGER Years of PPC and SEO experience Began heavy B2B focus 7 years ago Live in Utah with my wife and 4 kids 12+
  3. 3. @wilcoxaj#HeroConf LINKEDIN ADS PROS B E S T B U S I N E S S T A R G E T I N G ( A T S C A L E ) U P - T O - D A T E D A T A B U S I N E S S M E N T A L I T Y L A R G E R D E A L S I Z E S
  4. 4. @wilcoxaj#HeroConf LINKEDIN ADS CONS $ 6 − $ 9 C L I C K S N O D E V I C E - L E V E L B I D D I N G N O D A Y P A R T I N G N O V I S I B L E R E L E V A N C Y S C O R E N O L O O K A L I K E S ( J U S T R E L E A S E D ! ) @wilcoxaj#HeroConf
  5. 5. @wilcoxaj#HeroConf High lifetime value of clients makes paying more for clicks worthwhile WHO’S A FIT HIGH- VALUE (LT V $15K+) B2B LEADGEN WHITE-COLLAR RECRUITING HIGHER EDUCATION RECRUITING Target the professional qualifications of the position you’re looking to hire Best targeting around education great for MBA/PhD programs
  6. 6. @wilcoxaj#HeroConf LOW VOL, GOOD AT BOTTOM -OF -FUNNEL AD FORMATS – TEXT ADS 50X50PX IMAGE R I G H T R A I L .03% CTR IS GOOD 25 CHAR HEADLINE, 75 CHAR ADLINE DESK TOP ONLY
  7. 7. @wilcoxaj#HeroConf AD FORMATS – SPONSORED CONTENT 1200x627px IMAGE N E W S F E E D .4% CTR IS GOOD 150 CHAR INTRO, 70 CHAR TITLE 80%+ MOBILE USERS BEST FOR GATED CONTENT
  8. 8. @wilcoxaj#HeroConf AD FORMATS – SPONSORED INMAIL PAY PER SEND (~$0.35 -$0.85) 45 DAY FREQUENCY CAP SEND FROM EMPLOYEE PERSONAL PROFILE ~50% OPEN RATES GOOD FOR FOMO & EGO-STROKING
  9. 9. @wilcoxaj#HeroConf HIGH CPCS/LOW CT Rs AD FORMATS – DYNAMIC ADS 100X100PX IM AGE R I G H T R A I L FOLLOW ER & SPOT LIGHT ADS 25 CH ARS M AX DESKTOP ONLY
  10. 10. @wilcoxaj#HeroConf AD FORMATS – LEAD GEN FORM ADS PROSAVAIL A B LE ON SPONSORE D CONT ENT AN D SPONSORE D INM AI L BY PASS LAN D I NG PAGE FOR HIGHER CONVERSIO N RAT ES INT EGR AT IO N S  ELOQU A, M ARKETO, LIVER AM P, SAL E SFO R C E, HUBSPOT  OT HER PLAT FO RM S T HROUGH ZAPI E R HIGHER CONVERSION RATES CONS DIFFICULT TO WORK WITH POOR TRACKING NO RETARGETING QUESTIONABLE LEAD QUALITY
  11. 11. @wilcoxaj#HeroConf AD FORMATS - LINKEDIN VIDEO ADS $.06-.14 PER 2 -SECON D VIEW PLAY M UT ED (USE SUBT IT LES) NO RETARG ET I NG
  12. 12. @wilcoxaj#HeroConf AD UNITS – CAROUSEL ADS 1080x1080px IM AGES N E W S F E E D HE AD LI N E S: 45 CH ARS LP / 30 CH AR S LGF 150 CH AR INT RO 80%+ M OBILE USERS INT EGR AT ES W IT H LEAD GEN FORM S
  13. 13. @wilcoxaj#HeroConf LINKEDIN TARGETING P R O F I L E C O M P L E T E N E S S D E P E N D E N T Job Title (Project Manager) Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) PROFESSIONAL Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) COMPANY School Name (Stanford) Degree/Field of Study EDUCATION Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) DEMOGRAPHICS COMBINATIONS & EXCLUSIONS
  14. 14. @wilcoxaj#HeroConf TARGETING APPROACH T A R G E T I N G T H E P R O F E S S I O N A L ACCURACY VOLUME EXPENSE JOB TITLE JOB FUNCTION & SENIORITY SKILLS & SENIORITY GROUPS & SENIORITY VERY PRECISE LOW $$$ VERY BROAD HIGH $ BROAD HIGH $$ VERY PRECISE LOW $$
  15. 15. @wilcoxaj#HeroConf ADVANCED TARGETING TACTICS Exclude Sales/BizDev/Marketing Job Functions to keep out folks who are trying to sell into these audiences. WHEN TARGETING SKILLS OR GROUPS… WHEN TARGETING SMBs… Exclude larger company sizes rather than including the smaller. USE SENIORIT Y INSTEAD OF AGE OR YEARS OF EXPERIENCE Age and Yrs Exp are both guesses. Seniority is based on title/industry AVOID “AUDIENCE EXPANSION” LIKE STREP THROAT Complete and utter garbage which is enabled by default
  16. 16. @wilcoxaj#HeroConf BIDDING FOR PERFORMANCE Bids are your lever to balance cost/scale Set daily budgets sky-high and raise/lower bids until it naturally spends your desired budget. If your budget trips before the end of the day, you paid too much for your clicks. @wilcoxaj#HeroConf
  17. 17. @wilcoxaj#HeroConf ADVANCED SC BIDDING USE THIS TO BEAT LINKEDIN’S AUTOBIDDING IN EVERY CASE @wilcoxaj#HeroConf
  18. 18. @wilcoxaj#HeroConf ACCOUNT STRUCTURE @wilcoxaj • BAD: “2018 Webinar” or “Whitepaper” • GOOD: “SC | Marketing Manager Titles | US” NAME CAMPAIGNS AFTER AUDIENCE & AD TYPE MICROSEGMENTATION: WHEN IN DOUBT, BREAK IT OUT • BAD: “Marketing Mgr-and-above” • GOOD: “Marketing Mgr,” “Marketing Dir,” “Marketing VP,” “CMO” all separate campaigns AUDIENCE SIZES • BAD: LinkedIn’s recommendation of 300k+ • GOOD: 20-80k #HeroConf
  19. 19. @wilcoxaj#HeroConf WHAT CONTENT SHOULD I USE? LOW FRICTION HIGH FRICTION SWEET SPOT! B l og Po st/ I nfographic G uide/ W h itepaper e Book Webinar Tr ial/ D emo
  20. 20. @wilcoxaj#HeroConf RETARGETING DREAM TEAM • 90-day Cookie Duration • Cookie-only, no event or user ID • Still pricey ($4ish per click) • 300 minimum audience size • Users don’t hang out LINKEDIN RETARGETING IS WEAK • FB Custom Audiences • AdWords Remarketing • Mimic Same Logic RETARGET ALL LI TRAFFIC TO:
  21. 21. @wilcoxaj#HeroConf ADVANCED RETARGETING Exclude ‘Converters’ and ‘Landing Page Visitors’ from campaigns TARGET NET-NEW • Create retargeting campaign of ‘Landing Page Visitors’ • Exclude this audience from campaign 2-STEP FUNNEL
  22. 22. @wilcoxaj#HeroConf ADVANCED ACCOUNT-BASED MARKETING SALES DREAM ACCOUNTS EXCLUDE COMPETITORS EXCLUDE CUSTOMERS PRODUCT UPDATES TO CURRENT CUSTOMERS FUNNEL ACCELERATION @wilcoxaj#HeroConf
  23. 23. @wilcoxaj#HeroConf TESTING METHODOLOGY T H E H I G H E R U P T H E F U N N E L Y O U A R E , T H E S M A L L E R Y O U R L E V E R I S 5 - 1 5 % 1 - 2 x TESTING AD MESSAGING CAN IMPROVE PERFORMANCE TESTING TITLE OF CONTENT CAN IMPROVE PERFORMANCE 2 - 5 x 1 0 - 2 0 x TESTING LANDING PAGES CAN IMPROVE PERFORMANCE IMPROVING SALES/NURTURE PROCESS CAN IMPROVE PERFORMANCE L o w I m p a c t H i g h i m p a c t
  24. 24. @wilcoxaj#HeroConf 2 HURDLES FOR ALL ADS PERFORMANCE STRUGGLING AT ONE OR BOTH POINTS LETS YOU KNOW WHERE TO CONCENTRATE YOUR EFFORTS G e t p e o p l e t o c l i c k o n y o u r a d s O n c e c l i c k e d , g e t t h e m t o c o n v e r t
  25. 25. @wilcoxaj#HeroConf UTM TAGGING U T M P a r a m ete r E x a m p l e R a t i o n a l e u t m _ s o u rc e l i n ke d i n T h e p l a t fo r m u t m _ m e d i u m s p o n s o r e d c o n te n t o r s c T h e t y p e o f a d u t m _ c a m p a i g n I T d i r e c to r s + D e s c r i b e t h e a u d i e n c e u t m _ c o n te n t l i s c 0 4171 8 01 I d e n t i f i e s t h e s p e c i f i c a d
  26. 26. @wilcoxaj#HeroConf utm_content lisc 041718 01 S h o r t v e r s i o n o f S o u r c e / M e d i u m : ‘ l i ’ i s s h o r t f o r L i n k e d I n ‘ s c ’ i s s h o r t f o r S p o n s o r e d C o n t e n t T h e d a t e t h e c o d e w a s c r e a t e d s e r v e s 2 p u r p o s e s : 1 . M a k e s e v e r y c o d e 1 0 0 % u n i q u e 2 . S i g n i f i e s w h e n t h e a d w a s l a u n c h e d I n c r e m e n t a l d i g i t t o d i f f e r e n t i a t e b e t w e e n m u l t i p l e a d s c r e a t e d a t t h e s a m e t i m e
  27. 27. @wilcoxaj B2Linked.com/checklist Ever ything you need in order to get star ted adver tising on LinkedIn Free Checklist! #HeroConf
  28. 28. @wilcoxaj#HeroConf AJ@B2Linked.com @WilcoxAJ www.B2Linked.com QUESTION AND ANSWER

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LinkedIn Ads are absolute gold for B2B advertisers, but boy do we pay for them! Join AJ Wilcox as he shows you the advanced strategies for how to make the most of your ads while using the tips and tricks that make costs low. From this session, you'll learn: - The pros and cons of each ad format, and when to use them Advanced bidding strategies to get cheaper clicks than your competition - Account organization tactics to make your account easier to manage and optimize And much more

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