O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

The B2B Advertiser’s Power Tool By AJ Wilcox

385 visualizações

Publicada em

From the From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.. SESSION: Connecting With LinkedIn Ads. PRESENTATION: The B2B Advertiser’s Power Tool - Given by AJ Wilcox, @wilcoxaj - B2 Linked, LinkedIn Ads Evangelist. #SocialPro #23A3

Publicada em: Mídias sociais
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

The B2B Advertiser’s Power Tool By AJ Wilcox

  1. 1. #SocialPro #23A3 @WilcoxAJ The B2B Advertiser’s Power Tool Connecting with LinkedIn Ads
  2. 2. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj ABOUT AJ WILCOX 8+ Years of PPC and SEO experience Began heavy B2B focus 4 years ago Live in Utah with my wife and 4 kids Triathlete, exotic car lover, soulless ginger
  3. 3. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj 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%
  4. 4. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj #PipelineMarketing All leads != equal Make op0miza0on decisions based on real results Return On Ad Spend is the real metric Visits Leads Marketing Qualified Leads Sales Accepted Leads Opportunities Customers
  5. 5. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj KEYWORD TARGETING How do you ensure your dollars are spent on someone with B.A.N.T.? Paid Search (AdWords) keyword-based targe0ng Intent-based CEOs type the same keywords as janitors Budget Authority Need Timing
  6. 6. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj 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. 7. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj LINKEDIN ADVERTISING - PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
  8. 8. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj LINKEDIN ADVERTISING - CONS The platform is far from perfect: Conversion Tracking Dayparting Hourly Reporting Device-level Bidding Retargeting Opaque Relevancy Score Ignored by LinkedIn (Changing!)
  9. 9. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj WHO’S A FIT? LTV >$15K is a no-brainer Recruiting Education Subscription Software (SaaS) Company Verticals: Who’s an ideal fit for LinkedIn Advertising?
  10. 10. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj NOT A FIT! Small LTVs (< $10K) Broad Target B2C eCommerce Hard Sell
  11. 11. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj AD UNITS – TEXT ADS 50x50px image .04% CTR is good 25 char headline 75 char adline Desktop ONLY
  12. 12. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj AD UNITS – SPONSORED UPDATES 180x110px image .4% CTR is good 128 char intro 38 char title 155 char description Mostly mobile users
  13. 13. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj 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 Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Combinations & Exclusions
  14. 14. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj EFFICIENT LINKEDIN REACH CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
  15. 15. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj CONTENT MARKETING FUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Email Nurture Low Friction High Friction Guide / Whitepaper
  16. 16. #LinkedInAds@wilcoxaj #LinkedInAds@wilcoxaj GLORIOUS RETARGETING LinkedIn retargeting = Building persona! Facebook Custom Audiences Twitter Tailored Audiences Paid Search retargeting = Building audience around keyword Recommended Retargeting Mix: AdWords ReMarketing Tag Manager Containing:
  17. 17. #LinkedInAds@wilcoxaj Q&A AJ@B2Linked.com @WilcoxAJ www.B2Linked.com
  18. 18. #SocialPro #23A3 @WilcoxAJ THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!

×