Steve Anavi - Smokio presentation Manufacturing meetup April 22, 2015
LinkedIn Ads @ PipelineMarketing Meetup
Transcript of LinkedIn Ads @ PipelineMarketing Meetup
#PipelineMarketing
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
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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
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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
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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
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LinkedIn Advertising
• Up to date (self selected)• Robust targeting• Near-unlimited traffic• Business mentality• Self-service
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What’s Successful?
• SaaS software• Recruiting• That hard-to-reach professional• Reaching influencers
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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…
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LinkedIn AdWords
Account
Campaign
Ads
Campaign
Ads
Account
Ads
Campaign Campaign
Adgroup
Adgroup
Adgroup
Adgroup
Keywords
Ads Keywords
Ads Keywords
Ads Keywords
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LinkedIn Ads 101
• Go to: LinkedIn.com/Ads• Average CPC between $4-$6/click• CPM or CPC Bidding• Auction based on audience
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LinkedIn Ads 101 cont’d
• Ad Units• Text Ads – Right rail
• 50x50px image• .04% CTR is good• 25 char headline, 75 char adline
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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
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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!
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LinkedIn Ads 101 cont’d
• 4 Methods of Targeting• Titles• Job Function + Seniority• Skills + Seniority• Groups (+ Seniority)
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• Interface is outdated• Lacking functionality• Opaque• Ignored by LinkedIn
The Red-Headed Stepchild?
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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?
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Content Marketing Funnel
Blog Post/Infographic
Guide / Whitepaper
Ebook
Webinar
Low Friction
High Friction
Remessaging
Marketing Automation
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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
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Case Study #1
• Medical software targeting VCs• Got news out to
VCs about recent round of funding
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Case Study #3
• Business software company poached competitor’s executive• 3.36% CTR• 148 clicks
• 1 comment• 4 likes
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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
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Case Study #5
• Online marketing agency driving sign-ups for a live event• <$12 CAD per
signup• 50% conversion
rate