LinkedIn Ads w/ AJ Wilcox | #069

LinkedIn’s advertising platform is the Cinderella of social
network marketing —
it’s not for everyone but when the shoe does fit, it can elevate
your business to new heights. If you’ve been curious about
LinkedIn Ads but don’t know how it works or maybe invested but
felt like there was something you weren’t doing right, this
episode is for you.


 


B2Linked is the only agency on the planet solely focused on
LinkedIn advertising. In this episode, founder AJ Wilcox unpacks
concepts and strategies of LinkedIn Ads and explains how you can
leverage them in your advertising campaign to achieve maximum
results.


 
Episode Discussions:

Similarities and differences between LinkedIn and Facebook
Ads and how to decide which one to use

When to invest in LinkedIn ads and when to stick to other
platforms

LinkedIn Ad’s flaws and weaknesses

Rates and cost per clicks

Formats and form fields

Why B2B targeting is limited on Facebook

Lead magnet testing and performance (FB and LI)

How to optimize a landing page for LinkedIn conversions
(software, colors, images, content, copy)

The exact process AJ uses to launch new customers

What’s the deal with complicated funnels?

LinkedIn Ad bidding tips

The free LinkedIn Ads Startup Checklist



 


4:28 
AJ's story:

Digital marketer for the last decade


Discovered LinkedIn advertising 5 years ago with amazing results


Started B2Linked after being let go from a former employer


 


6:21 
Facebook and LinkedIn platform matchup:

LinkedIn has a monopoly on the best targeting for B2B


Profiles display all the info you care about in B2B space


LinkedIn gives you access to 99% of a company


 


Facebook has targeting around job title, company size, industry,
name but so few people put them in their profiles. Targeting is
limited.


 


7:35 
The cost of LinkedIn Ads:

LinkedIn Ads are expensive

Facebook: B2B clicks range between $.80 and $1.50

LinkedIn: average cost per click is between $6-$9



"Think of LinkedIn ads as your sniper rifle. Use it to target
your highest value leads."


8:11 


"If you're gonna bag $15k or more from a single deal...LinkedIn
ads is a no-brainer."


Also use to increase the lifetime value of a customer.


 


9:29 
LinkedIn Ad bidding tips: Start out bidding CPC Bid down

 


10:05 


Cold traffic is sent to a raw offer because costs are
prohibitive. Lead magnets must offer a ton of value.


 


12:16 
Lead Magnet Testing & Performance

Facebook


Winners: 1-3-page PDF cheat sheets, blueprints, templates

So-so: Case studies

Not so good: eBooks and white papers



 


LinkedIn testing


1-page cheat sheet, 28-page eBook, webinar with similar content
had similar costs per lead


 


13:25 


"It's not necessarily the medium, it's the problem that you're
saying you're going to solve."


Concentrate on the offer. Worry about the messaging later.


 


15:19 
What’s the deal with complicated funnels?!

 


16:21 
Funnels and Retargeting

Use LinkedIn to get highly targeted B2B client

Drive traffic to a landing page

Follow up with Facebook and Google retargeting



 


17:49 
LinkedIn Software & Messaging

Use the same software you use on other channels

Traffic is focused and professional

Make ads straight to the point

Content on your landing page should be professional and high
quality


Average conversion rate: 8%-12% for content
downloads



 


“When you're on LinkedIn you're either thinking about your work
or your career. When you start offering someone something that
augments one of those two, you'll see your conversion rate
increase."


 


19:41 
AJ’s Process: How to Launch LinkedIn Ads Create or get access
to your company page Create or get access to your LinkedIn Ads
account Place the LinkedIn Insight tag (universal pixel) on your
website Set up conversions Gather imagery Figure out your target
audience

 


22:56 


AJ breaks down #7 & #8 of the process as well as imagery and
ad copy.


 


24:16 
Ad images performing well:

Comic strips

Illustrations

Stock photos



 


25:42 
AJ’s takeaways:

Always start bidding CPC (cheaper than CPM up until 1% CTR)

Bid down unless you have a massive budget and need volume

Spend time on the title of your content offer



 


27:03 
Formats and form fields


Text ads: 100% of traffic is from desktops so
you can ask for more information.


Sponsored content: 70% will come from mobile
so limit form fields.


Quick tip: Include a LinkedIn autofill button
on your landing page (note: may only be available to select
accounts)

Connect With AJ

B2Linked.com  - Download the free LinkedIn Ads Startup
Checklist    


Twitter: @WilcoxAJ


 
Mentioned in this episode:

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