LinkedIn Ads @ PipelineMarketing Meetup
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This document provides an overview of LinkedIn advertising and how to effectively target business professionals. It discusses the challenges of B2B advertising compared to B2C, and how LinkedIn allows for precise targeting of business users through their job titles, industries, skills, groups and other profile information. The document also includes examples of successful LinkedIn ad campaigns and case studies from different companies utilizing LinkedIn ads.
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LinkedIn Ads @ PipelineMarketing Meetup
- 1. LinkedIn Advertising 101 AJ Wilcox #PipelineMarketing
- 2. About AJ Wilcox • 8 years of PPC and SEO experience • Began heavy B2B focus 3 ½ years ago • Stumbled onto LinkedIn Ads and they won me over • Saw awesome successes • Quit my full-time job to start B2Linked.com • Live near SLC, UT with my wife and π kids • Triathlete, exotic car lover, soulless ginger #PipelineMarketing
- 3. B2B Challenges • Business-to-Business (B2B) • Selling to a business rather than the end user/consumer • Business users are still consumers • 72% of the Fortune 1000 are B2B • B2B is less sexy than B2C, but it’s where the money’s at #PipelineMarketing
- 4. How Do You Reach these Business Users? • Paid Search (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 #PipelineMarketing
- 5. 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 #PipelineMarketing
- 6. LinkedIn Advertising • Up to date (self selected) • Robust targeting • Near-unlimited traffic • Business mentality • Self-service #PipelineMarketing
- 7. What’s Successful? • SaaS software • Recruiting • That hard-to-reach professional • Reaching influencers #PipelineMarketing
- 8. Isn’t LinkedIn a Resume Site? • Before 2012 • LinkedIn visited when members wanted to update their resume • 2012 • LinkedIn releases InFluencer program to allow influential business professionals to write long-form content • 2013 • LinkedIn acquires Pulse news service and begins to serve relevant professional content • Sponsored Updates ad units rolled out • 2014 • Long-form publishing made available to all members • In just a few short years, LinkedIn made the move from resume site to content hub • Also, more ad inventory… #PipelineMarketing
- 9. LinkedIn AdWords Account Campaign Ads Campaign Ads Account Ads Campaign Campaign Adgroup Adgroup Adgroup Adgroup Keyword s Ads Keyword s Ads Keyword s Ads Keyword s #PipelineMarketing
- 10. LinkedIn Ads 101 • Go to: LinkedIn.com/Ads • Average CPC between $4-$6/click • CPM or CPC Bidding • Auction based on audience #PipelineMarketing
- 11. LinkedIn Ads 101 cont’d • Ad Units • Text Ads – Right rail • 50x50px image • .04% CTR is good • 25 char headline, 75 char adline #PipelineMarketing
- 12. 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 #PipelineMarketing
- 13. 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! #PipelineMarketing
- 14. LinkedIn Ads 101 cont’d • 4 Methods of Targeting • Titles • Job Function + Seniority • Skills + Seniority • Groups (+ Seniority) #PipelineMarketing
- 17. • Interface is outdated • Lacking functionality • Opaque • Ignored by LinkedIn The Red-Headed Stepchild? #PipelineMarketing
- 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 Which ad is better? #PipelineMarketing
- 19. Content Marketing Funnel Blog Post/Infographic Guide / Whitepaper Ebook Webinar Low Friction High Friction Remessaging Marketing Automation #PipelineMarketing
- 20. Our Relationship with Ads • Ads = Manipulation • Content = ? #PipelineMarketing
- 21. 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 #PipelineMarketing
- 22. Case Studies of Interesting Uses #PipelineMarketing
- 23. Case Study #1 • Medical software targeting VCs • Got news out to VCs about recent round of funding #PipelineMarketing
- 24. Case Study #2 • Marketing software targeting publishers #PipelineMarketing
- 25. Case Study #3 • Business software company poached competitor’s executive • 3.36% CTR • 148 clicks • 1 comment • 4 likes #PipelineMarketing
- 26. Case Study #4 • Tag management software company ObservePoint • Customers have titles across the board • Wanted to reach them other than with titles • Took customer email list, ran through social scraper • Appended LinkedIn Skills and Groups to list • Ran frequency of Skills and Groups across audience to find the most common • Built our own homegrown lookalike audience #PipelineMarketing
- 28. Case Study #5 • Online marketing agency driving sign- ups for a live event • <$12 CAD per signup • 50% conversion rate #PipelineMarketing
- 29. Hit Me Up • AJ@B2Linked.com • @WilcoxAJ • www.B2Linked.com #PipelineMarketing