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#SLCSEM
The Red-headed Stepchild of B2B PPC
AJ Wilcox
#SLCSEM
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 in Lehi, UT with my wife and π kids
• Triathlete, exotic car lover, soulless ginger
#SLCSEM
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
#SLCSEM
How Do You Reach these Business Users?• Paid Search (Google Adwords/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
#SLCSEM
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
#SLCSEM
LinkedIn Advertising
• Up to date (self selected)• Robust targeting• Near-unlimited traffic• Business mentality• Self-service
#SLCSEM
LinkedIn AdWords
Account
Campaign
Ads
Campaign
Ads
Account
Ads
Campaign Campaign
Adgroup
Adgroup
Adgroup
Adgroup
Keywords
Ads Keywords
Ads Keywords
Ads Keywords
#SLCSEM
LinkedIn Ads 101
• Go to: LinkedIn.com/Ads• Average CPC between $4-$6/click• CPM or CPC Bidding• Auction based on audience
#SLCSEM
LinkedIn Ads 101 cont’d
• Ad Units• Text Ads – Right rail
• 50x50px image• .04% CTR is good• 25 char headline, 75 char adline
#SLCSEM
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
#SLCSEM
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!
#SLCSEM
LinkedIn Ads 101 cont’d
• 4 Methods of Targeting• Titles• Job Function + Seniority• Skills + Seniority• Groups (+ Seniority)
#SLCSEM
CMO
Groups
Job Functio
n
Titles
Skills
#SLCSEM
Why the Red-Headed Stepchild?
#SLCSEM
• Larry Kim (WordStream CEO) wrote: “8 Reasons I Hate LinkedIn Ads”• Interface is outdated• Lacking functionality• Opaque• Ignored by LinkedIn
Why the Red-Headed Stepchild?
#SLCSEM
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?
#SLCSEM
Content Marketing Funnel
Blog Post/Infographic
Guide / Whitepaper
Ebook
Webinar
Low Friction
High Friction
Retargeting
Marketing Automation
#SLCSEM
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
#SLCSEM
Demo!