10 Effective Account-Based Marketing Tactics For Modern B2B Marketers
Do you need to find out if ABM is the right approach for you & how you can get the most out of your efforts?
I had the pleasure of interviewing Brandon Alisoglu who’s achieved a 300% increase in demo bookings for B2B companies while maintaining a 50% SQL rate from ABM campaigns.
Here’s Brandon’s top 10 tips & tactics to maximize return on effort (ROE) for your ABM ads.
(In no particular order, they all matter)
TABLE OF CONTENTS
- Tip #1 - Assessing the Suitability of ABM for Your Business
- Tip #2 - Embracing the Long Game in Account-Based Marketing (ABM)
- Tip #3 - Create a Dossier of Information
- Tip #4 - Breaking Content to Audience Segmentation
- Tip #5 - Focusing on Outcomes: The "So What?" Factor in ABM
- Tip #6 - Drilling Into Personas & Messaging
- Tip #7 - A/B Testing Value Propositions
- Tip #8 - Set Aside Time to Ideate
- Tip #9 - Streamlining the Process with Templates
- Tip #10 - Don’t Skip Google
- Conclusion
- Resources for mastering B2B advertising
Tip #1 - Assessing the Suitability of ABM for Your Business
When evaluating ABM for your business, consider the nature of your target accounts and the practicality of a personalized marketing approach.
ABM is particularly effective for targeting large organizations or "whales" where the potential return justifies the extensive effort and resources required for highly tailored campaigns.
Challenges with ABM in Smaller Companies
In smaller companies, the lack of numerous distinct roles and seniority levels may limit the effectiveness of ABM strategies that rely on granular targeting and personalized messaging.
If a company is too small to segment effectively based on these criteria, the impact of a tailored ABM approach may be diminished.
ABM often involves high-ticket offerings and significant investment in marketing resources.
If the target account does not have the financial capacity or the organizational complexity, the return on investment might not be worth it.
Strategic Considerations for ABM
Evaluate potential accounts not just by their immediate size but by their strategic importance and the potential lifetime value they offer.
Consider more generalized targeted advertising strategies for smaller accounts that do not justify a full ABM approach.
These can still be effective by focusing on industry-specific pain points and solutions but do not require the level of customization and operational complexity associated with traditional ABM.
Identifying the Annual Contract Value (ACV) Benchmark
An ACV of around $20,000 is generally seen as a threshold where ABM becomes viable.
This benchmark suggests that the deal size is significant enough to warrant the detailed and personalized marketing efforts required in ABM.
Another practical measure is whether the contract value requires CFO approval.
The involvement of a CFO generally indicates that the deal is substantial enough to require careful consideration and alignment with strategic financial goals.
Tip #2 - Embracing the Long Game in Account-Based Marketing (ABM)
Unlike traditional demand generation tactics that may prioritize immediate results, ABM focuses on building engagement through a more deliberate and personalized approach.
The idea here is to build a meaningful relationship with key accounts.
In the same way, you wouldn't ask for a hand in marriage on the first date, successful B2B marketers shouldn’t ask prospects to talk to sales unless they've had some interaction before.
The Importance of Educating and Engaging
The early stages of ABM should center around education and awareness.
Allow targeted accounts to familiarize themselves with your brand and value propositions.
This foundational phase is important for setting the stage for deeper engagement.
Jumping directly to aggressive sales tactics like pushing for demos with accounts that have minimal interaction with your brand, is less likely to yield positive results.
Instead, nurturing relationships over time fosters trust and increases the likelihood of conversion when the account is ready.
Balancing Immediate Needs with Long-Term Strategy
While the emphasis on the long game is important, we realize the need to meet short-term sales targets is a pressing reality for most B2B marketers.
In such cases, employing a robust account scoring system can help identify which accounts are most ready to engage based on their behaviors such as:
- Website visits (specially high-intent pages)
- Ad engagement
- Email interactions
- Webinar attendees
For accounts that show clear signs of being in-market or closer to the decision stage, tailor your approach to convert these opportunities.
This can involve more direct calls to action, such as personalized demo invitations and running incentivized offers.
If your company is product-led, this would be a good time to offer free trials.
Sample of free trial ad by Plauti:
Tip #3 - Create a Dossier of Information
Understanding your prospects' interests, pain points, and engagement history comprehensively is the key to crafting personalized and effective ABM strategies.
This information equips sales teams with the required data to personalize their outreach effectively and accelerate the sales process.
Building & Targeting Prospect
Compile data on prospect activities, including the specific ads they clicked, pages they visited, or any communications they have sent.
This dossier should act as a dynamic document that sales teams can use to personalize their approaches.
By understanding what content the prospect has engaged with, the sales team can address specific interests or pain points, making their pitches more relevant and compelling.
Marketers can also use this data to launch 1:1 campaigns featuring social proof and objection handling.
If the list of accounts is not large enough for a 1:1 approach, then gather the top 3-5 most common objections that resonate with the majority of the accounts.
You can reduce the overall cost by dynamically excluding any account that has contacted sales.
Implementation Tips for Effective ABM
- Identify in-market accounts by using advanced analytics and account scoring to determine which of your target accounts are actively engaging with your content.
Tools like HubSpot or Marketo can help streamline the process.
- Once these engaged accounts are listed, segment them for targeted campaigns that address their specific stages in the buyer’s journey.
This segmentation allows you to apply more aggressive sales tactics appropriately while continuing to nurture less-ready accounts with educational content.
- Distribute content that educates and engages at various stages of the customer journey.
This tactical approach ensures that when you invite accounts to a demo or free trial they are informed and more likely to be receptive.
Successful ABM is a blend of patience and strategic agility, tailored to meet both the immediate and long-term goals of your business.
Tip #4 - Breaking Content to Audience Segmentation
The purpose of this step is to develop and deliver content that addresses specific pain points and interests identified in your prospect dossiers.
Strategies for Deepening Prospect Engagement
As you gather more data on your prospects' behaviors, such as the ads they click or the pages they visit, use this information to guide them through a personalized buyer's journey.
This involves crafting content that speaks directly to their needs and leading them to web pages that provide further value and deepen their engagement with your brand.
Regularly update and refine your ads to keep them in line with your audience's changing interests and needs.
Creating a Content "Buffet"
Offer a Variety of Content Options.
Imagine setting up a buffet of content options tailored to different tastes and preferences within your target accounts.
By providing a range of topics and formats—from whitepapers and case studies to webinars and interactive tools—you allow prospects to self-select the content that most resonates with them.
Use the insights from observed interactions to refine your understanding of what each prospect cares about.
This personalized approach not only enhances the relevance of your outreach but also increases the likelihood of a prospect's deeper engagement with your content.
Integrating Technology for Efficiency
While managing this level of personalized engagement can become complex, employing an ABM platform can streamline the process.
These platforms can help organize and automate content delivery based on user behavior, keeping track of interactions across different channels to maintain a cohesive and personalized marketing approach.
Pro tip:
Before fully investing in an expensive ABM tech stack, validate your strategy with simpler tools or minimal setups to prove its effectiveness.
A simple way is to use LinkedIn's demographic reporting to see which companies have been exposed to impressions, and which ones are actually engaging.
You can take it a step further and leverage a third-party data connector like data slayer to pull the demographic data from LinkedIn through API.
Tip #5 - Focusing on Outcomes: The "So What?" Factor in ABM
A critical aspect of effective ABM is ensuring that every piece of data, every content interaction, and every campaign has a clear and compelling answer to the question: "So what?"
Every action should educate, nurture, or capture leads, to bring you closer to revenue.
The Importance of Outcome-Based Messaging
In ABM, it's not enough to highlight the features of your product or the hours it can save a potential client’s team.
The key is to articulate what these benefits mean in the context of the customer’s specific business challenges and goals.
When discussing a product feature, such as "saves your engineering team 20 hours a week," it's essential to connect this benefit to tangible business outcomes.
For example, what does saving 20 hours a week mean for the company?
Could it lead to faster project completions, cost savings, or better resource allocation?
These outcomes are what will truly capture the interest of decision-makers.
By consistently focusing on the "so what?" of your actions and messaging, you can lift your ABM efforts from functional to transformational.
Pro-tip:
Establish Leading Indicators to Measure ABM Progress:
By establishing clear leading indicators across your marketing funnel, you can quantify progress and tie every action back to tangible business outcomes.
From initial awareness through engagement to conversion, each stage can be monitored and analyzed to ensure marketing efforts move potential clients closer to a sale.
These indicators provide a roadmap that justifies the investment by showing how specific activities contribute to moving accounts through the sales pipeline.
If you want to learn more about creating leading and lagging indicators along with actionable free templates check out the AdConversion Paid Media Program course; Module 2, lesson 1.
Tip #6 - Drilling Into Personas & Messaging
Within any given company, different levels of management and seniority have distinct priorities and challenges.
For example, C-suite executives might focus on strategic growth and scalability, directors on operational efficiency, and managers on tactical execution.
Tailoring your messaging to address these specific concerns can dramatically increase the relevance and impact of your communications.
Beyond role-based customization, consider the particular needs and pain points of the industry or vertical your target accounts might operate within.
Strategies for Effective A/B Testing
Implement continuous A/B testing across your campaigns to determine which messages resonate best with each persona.
Segment your target audience by role and seniority, and tailor your messages accordingly.
For example, test different value propositions with managers versus C-suite executives to determine which messages drive more engagement or conversions from each group.
Understand that the preferences and behaviors of your audience can evolve, and your ABM strategy should be agile enough to adapt to these changes.
Tip #7 - A/B Testing Value Propositions
By testing two to three variations of each message, you can discover appeals and incentives that resonate with distinct groups within the same role and seniority level.
In cases where the target company might not be large enough to segment by job titles or seniority due to LinkedIn’s filtering limitations, marketers need to think creatively about how to approach personalization and segmentation.
Alternative Segmentation Strategies:
- Use Broad Segments:
Instead of job titles, consider using job function and seniority or even adding member skills into the mix.
- Focus on Common Pain Points:
Leverage the common challenges or objectives identified in smaller organizations.
For example, if most employees are likely involved in decision-making due to the company's size, tailor messages that address broad business benefits that resonate across multiple roles.
As discussed earlier, knowing the top objections by vertical can guide the creation of content and ads that preemptively address concerns.
This is particularly useful when precise job title segmentation is not feasible.
Tip #8 - Set Aside Time to Ideate
In the fast-paced environment of account-based marketing, it's imperative to carve out dedicated time for creative thinking and experimentation.
By blocking out time on your calendar, preferably during quieter hours like Friday afternoons, you ensure that you have the space to think deeply and creatively about your ABM strategies.
Regular ideation sessions allow you to review current insights and performance data, enabling you to develop new approaches and refine existing ones.
Pro tip:
Leverage Experimentation and Documentation:
Incorporate a structured approach to experimentation.
Try out new ideas on a small scale to assess their effectiveness before rolling them out broadly.
Keep detailed records of your experiments, including:
- Hypotheses
- Execution details
- Outcomes.
This documentation enables you to capitalize on effective strategies and avoid past mistakes.
Tip #9 - Streamlining the Process with Templates
Keeping detailed and organized documentation of ABM activities, such as experiments, outcomes, and insights will save you lots of time & effort in the long run.
It can be as simple as using Google Docs with structured headings and a table of contents.
Consistent documentation helps in creating a reliable record that can be referenced in reports and strategy meetings.
Leveraging Design Templates
Design templates allow marketers to quickly generate new versions of ads or content without starting from scratch each time.
By standardizing the design elements, teams can focus on tweaking the messaging and content to better align with the target audience’s evolving preferences.
Using templates also ensures that all materials produced are aligned with the brand’s visual identity and messaging guidelines.
Effective Use of Templates and Documentation
Develop a range of design templates for different types of content and ads.
This library should include templates for social media posts, email campaigns, and other marketing materials that are frequently used in ABM campaigns.
Regularly update the documents with the latest results from A/B tests, data analysis insights, and feedback from sales and marketing teams to maintain accuracy and relevance.
Confirm that all team members are trained on how to use the chosen documentation and templates effectively.
With the design templates in place, focus on iterating on the creatives frequently.
Especially in smaller audience segments where ad fatigue can set in quickly.
Tip #10 - Don’t Skip Google
While (ABM) often focuses on direct and personalized communication channels like LinkedIn, incorporating Google Ads into your Demand Gen strategy can heavily reduce the overall cost per acquisition (CPA).
The Strategic Use of Google Ads
Google Ads allows you to address specific queries and pain points that your prospects are actively searching for.
By focusing on these queries, you can position your company as a solution provider right at the moment of need, effectively answering potential customers’ questions through targeted ads.
Often, niche or less competitive keywords related to specific industry questions or problems can be much cheaper than more general, high-intent keywords.
For example, targeting a specific industry debate or a lesser-known feature comparison can capture relevant traffic at a significantly lower cost.
This, not only increases brand awareness but also positions your company as an authoritative and helpful resource.
Creating content that addresses these queries and promoting it through Google Ads can drive highly targeted traffic to your website, increasing the chances of conversion.
Practical Tips for Implementing Google Ads
- Work with your sales and customer service teams to pinpoint the questions and topics that commonly arise during the sales process.
- Use these insights to guide your keyword and content strategy for Google Ads.
Develop content that answers these questions comprehensively.
This could be in the form of blog posts, FAQs, or educational articles.
- Use the identified keywords to set up Google Ads campaigns.
Start with a lower budget to test the effectiveness of your keywords and ads.
Monitor the performance and adjust your strategy based on the results.
Conclusion:
In this article, we discussed the significance of Account-Based Marketing (ABM) strategies through 10 practical tips and tactics to get the most out of your marketing efforts.
We explored the value of a long-term engagement strategy, emphasizing the need to build relationships through educational content and gradual interactions, rather than taking a direct approach.
Effective ABM involves understanding target accounts' specific needs and behaviors, employing analytics for better targeting, and continuously iterating on creative content to maintain relevance and combat ad fatigue.
Bookmark this blog as your comprehensive guide for your next ABM efforts to make sure your strategies align with the overall company goal.
If you’d like to reach out or get more weekly tips, please connect with Brandon via Linkedin.
Resources for mastering B2B advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
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Other Articles You May Enjoy.
How to Craft B2B Buyer Personas For Ad Targeting
Hey there B2B marketing grasshopper 👋
In this article, we're channeling our inner Mr. Miyagi from "The Karate Kid," because we're about to master the art of creating B2B buyer personas.
Wax on, wax off style – but with less wax and more wisdom!
Let’s dive into it.
TABLE OF CONTENTS:
- What Is a B2B Buyer Persona?
- 3 Major B2B Marketing Personas
- How to Develop a B2B Buyer Persona
- The Five B2B Buyer Persona Segmentations
- B2B Buyer Persona Template
- Translating B2B Buyer Persona’s into Ad Targeting
What Is a B2B Buyer Persona?
Just like Daniel-san needed to understand his opponents in the All Valley Karate Tournament, it's important to understand your B2B buyer personas to win in the market.
It's critical because these personas are your roadmap – they guide every marketing punch and kick you make.
If you don’t do this, your marketing efforts might be as off-target as Daniel-san trying to catch a fly with chopsticks on his first try.
We're talking about misdirected resources and messaging that misses the mark, leaving your ROI down and out — so let's break it down, Karate Kid style:
What is a persona? It’s the semi-fictional characters that make up your target audience. It’s a great way to unpack who makes up your ideal customer profiles, called an “ICP”
3 Major B2B Marketing Personas
In B2B marketing there are 3 major personas or roles to understand in the sales process.
This is also referred to as a buying committee:
- Decision Maker – The person who makes the final decision to purchase
- Champion - A person who enthusiastically supports your product or service in their organization
- Influencer - A person who can influence other members of the buying committee
Your marketing and advertising efforts should address their needs and concerns when it comes to buying and using your product or service.
Knowing what these personas are looking for will help you tailor your messaging to make your ads stand out.
For example: imagine your buyer persona 'Finance-Manager-Frank'. He's in his mid-40s, loves numbers more than karate, and is always on the lookout for tools that bring efficiency and balance. Where does he find his information? → LinkedIn and financial blogs
Knowing this, you’d be able to hone in your advertising strategy to use LinkedIn ads to demonstrate how finance managers find more efficiency from their investments by using your product.
How to Develop a B2B Buyer Persona
There’s 5 major segmentation buckets to consider when putting together a B2B buyer persona:
- Demographic Segmentation
- Targeting potential customer based on their role (ex: Job Titles, Job Functions)
- Firmographic Segmentation
- Targeting potential customers based on company traits (ex: Industry, Company Size)
- Geographic Segmentation
- Targeting potential customers based on their company and physical location (ex:USA)
- Technographic Segmentation
- Targeting potential customers based on the tech they use (ex: Slack, Teams)
- Behavioral Segmentation
- Fine tune your messaging based on your potential customers Jobs To Be Done, decision-making process, and more.
Within each segmentation, there’s key information you should collect to build your personas which will ultimately inform your advertising channel strategy, targeting, and messaging.
Getting crystal clear on your buyer personas will also help you maximize your resources, build internal trust with your sales and service teams, and drive better results.
Let’s dive into the five segmentations in greater detail.
The Five B2B Buyer Persona Segmentations:
Demographic
Target potential customer based on their role
- Role: Identify the job title and role they’re in and what level in their organizations they fall (individual contributor, middle management, or in the C-suite – chief roles including CEO, CFO, CMO, etc).
- Responsibilities: Identify all the key areas they oversee and manage. Pulls who they report to.
Firmographic
Target potential customers based on company traits
- Company Industry: ex: Technology, Manufacturing
- Company Employee Size: ex: 500 - 1,000 employees
- Company Revenue Size: $1,000,000 - $10,000,000 ARR
Geographic
Target potential customers based on their company and physical location
- Company Location: ex: United States, Canada
- Employee Location: ex: United Kingdom
Technographic
Target potential customers based on the tech they use
- Tools: This breaks down the tools they use or need to do their jobs (ex: Slack, Teams)
- Company Competitors: list out any relevant competing technologies
Behavioral
Fine tune your messaging based on your potential customers Jobs To Be Done, decision-making process, and more.
- Goals: This details how their job is measured by
- Jobs to be Done/Pain Points: This elaborates on the biggest challenges they face in their role
- Decision-Making Process: This goes into detail on who they need approval from when buying a new product/service, who signs the contract, who owns the budget
- Evaluation Process: This details how this persona typically decides on a product
- Objections & Concerns: this outlines what prevents them from making a decision
- Consumption Habits: how do they gain information for their job and what social media networks do they use
B2B Buyer Persona Template
To help you put this into action get a free copy of my B2B Buyer Persona template in Module 2 - Lesson 2 of my B2B Advertising Foundations Course when you sign up for free. With this template you will be able to easily map out your buyer persona across the five segmentations.
Translating B2B Buyer Persona’s into Ad Targeting
After completing the B2B Buyer Persona template you should be very clear on who you’re going after.
Now you’ll want to review your persona’s segmentation and find possible targeting opportunities in the platforms you’re considering advertising on – your options will vary greatly by channel.
Create a draft campaign in your ad platform of choice and review all of the audience targeting options available – sometimes you’ll need to get creative! (example below of LinkedIn Ads).
And that my advertising friends is your way to craft a buyer persona you can use to identify the audiences you’ll be targeting in your B2B advertising.
Hope you found this article useful!
Jumpstart Your B2B Marketing Career
If you’re serious about mastering B2B advertising then you definitely need to check out my free course that will teach you the foundational knowledge to becoming a high-performing B2B marketer who knows how to use advertising to drive legit business and revenue impact without the fluff or wasting your time and money learning the ropes the hard way.
- Module 1: you’ll get a crash course in the B2Bverse and master terminology, sales processes, and working across teams.
- Module 2: you’ll learn how to become your customer's psychologist and understand them deeply with buyer personas that allow you to craft effective messaging.
- Module 3: you’ll master the B2B funnel and learn how to think like a CEO to identify performance bottlenecks and convert more leads into revenue.
- Module 4: you’ll learn how to put it all together and build your go-to-market strategy that gets your ad in front of your dream buyers and converts attention.
This course was designed for absolute beginners in mind.
Accelerate your learning curve and start the course today for free.
5 Unconventional Ways to Use The LinkedIn Ads Library
Most marketers know the LinkedIn Ads library exists.
And the basics of how to use it (ex: search a competitor and voila you’ll see their ads 🪄)
You’re going to go beyond the basics in this article and learn.
5 unconventional ways experts use the library to uncover insights and inspiration.
Let’s dive into it 👇
TABLE OF CONTENTS
- Unconventional Way #1: Finding Conversation Ads Copy
- Unconventional Way #2: Identifying Localization Campaigns
- Unconventional Way #3: Studying Competitive Offers
- Unconventional Way #4: Creative Concept Discovery
- Unconventional Way #5: Landing Page Tear Downs
Unconventional Way #1: Finding Conversation Ads Copy
When you open up the LinkedIn Ads Library you can search %FIRSTNAME% to see conversation ad copy examples from competitors and relevant brands.
Here’s how to find conversation ad copy examples step-by-step:
- Open up the LinkedIn Ads Library and search for a relevant competitor or brand.
- Enter %FIRSTNAME% under search by keyword and select your relevant country and date range filters.
- From here you can browse all available variations based on your filters 🎉
If you don’t see any conversation ad messages you’ll likely need to adjust your filters or it’s possible your competitors or the relevant brands you’re researching aren’t actively testing this ad format.
Unconventional Way #2: Identifying Localization Campaigns
Localization campaigns are when you advertise outside your primary language and draft ads, and landing pages relevant to a specific language.
We’ve seen advertising outside of the English language a reduction in costs by up to 70%.
If you have the potential to advertise outside of English it’s definitely worth testing.
Here’s how to identify localization campaigns with the ad library:
- Open up the LinkedIn Ads Library and search for a relevant competitor or brand.
- Filter by all countries and uncheck your current target locations (ex: United States)
- Browse through the results to identify different localization campaigns (look for ad copy that isn’t in your primary language, example below is an ad in German).
- Click view details on the ad to identify the targeted locations.
Write down any interesting target countries and/or languages your competitors are targeting that you might consider reaching with localization campaigns.
Unconventional Way #3: Studying Competitive Offers
Let’s say you’re a B2B SaaS company looking to drive more demo requests.
You can use the LinkedIn ad library to easily see ads from competitors or relevant brands that are also trying to drive more demo requests.
The same is true if we’re talking about free trials, webinar registrations, ebook downloads, and anything else you can think of.
Here’s how to study competitive offers with the ad library:
- Open up the LinkedIn Ads Library and search your offer in the search by keyword filter.
- From here you can browse various ad types that mention your offer within the ad copy.
- You can repeat this process and narrow down your filters for further granularity.
Unconventional Way #4: Creative Concept Discovery
Most advertisers using the library will just look at the ad examples provided and not dig much further.
Instead what you should do is look for patterns around creative concepts to understand your competitors creative strategy (or the relevant brand in question).
Creative concept = the format of which the creatives are designed off
Here’s 10 examples of creative concepts:
- Before & After
- UGC
- Meme
- Product Mockup
- Illustration (Drawings)
- Stats & Research
- Comedy Skit
- Animated
- Behind-the-Scenes
- AI Generated
Using the library take note of any patterns of creative concepts your competitor/brand in question might be repeating. If it’s significant you might want to consider testing a similar concept.
Use your best judgement when labelling concepts and look for patterns.
Unconventional Way #5: Landing Page Tear Downs
When viewing ads in the library you can click on the CTA button to open up the associated landing page the ad is driving traffic towards.
The original UTMs are also still within the URL parameter so you can reverse engineer these to better understand your competitors ad strategy (learn how here).
With this valuable information you can tear down each page for inspiration.
Hope you found this article useful!
See you in the next article or one of our free courses!
Resources for mastering B2B advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
LinkedIn Spotlight Ads In 2024: Are They Worth The Investment?
Should you invest in LinkedIn Spotlight Ads?
In this article you'll learn:
- The pro's and con's of LinkedIn Spotlight Ads
- How much LinkedIn Spotlight ads cost
- Examples of LinkedIn Spotlight ads
- 3 LinkedIn Spotlight ad strategies
By the end of this article you’ll know if this ad type makes sense for you.
Let’s dive into it! 👇
Contents
- What are LinkedIn Spotlight Ads?
- LinkedIn Spotlight Ad Specs
- 4 Reasons to Invest In LinkedIn Spotlight Ads
- 4 Reasons You SHOULD NOT Invest In LinkedIn Spotlight Ads
- 3 LinkedIn Spotlight Ad Strategies Worth Testing
What are LinkedIn Spotlight Ads?
Spotlight ads are only seen on desktop devices and use a combination of your audience's LinkedIn profile data such as photo, company name, and job title to dynamically change based on the user.
LinkedIn Spotlight Ad Specs
When creating a spotlight ad you’ve got the following options:
- Ad headline = 50 characters
- Company name = 25 characters
- Company Image = logo or image in JPG or PNG that is < 2 MB
- Background Image (optional) = 300x250 in JPG or PNG
I’d personally recommend not adding a background image as it removes the ad description, and the users profile photo will not be shown, which defeats the purpose of this ad type 😅
4 Reasons to Invest In LinkedIn Spotlight Ads
Reason 1: 74% Lower Cost Per 1,000 Impressions (CPM)
After reviewing $1,726,264.56 in spend by ad type for our B2B SaaS clients, we found linkedin spotlight ads have an average CPM of $5.23, 74% lower than single image ads.
Reason 2: Increased Ad Recall
Spotlight ad placements are very “low key” and unintrusive.
They only appear on Desktop and are served on the right side of the newsfeed.
Given an average CPM of $5.23 and subtle placement you can rack large frequencies > 20 without negatively impacting your audience’s experience.
The combination of high frequency and low impression costs = greater potential ad recall
Reason 3: Low Creative Effort
Spotlight ads only require an image that is < 2MB making it an EXTREMELY low creative effort.
Compare this to formats like single image, carousel, or even video ads.
If you want more exposure without a ton of effort they’re an easy addition.
Reason 4: Flexible Bidding Strategies
Spotlight ads allow you to multiple bidding strategies depending on your campaign objectives.
- Maximum delivery = LinkedIn will automatically adjust your bids for the most exposure
- Cost cap = set a target cost per landing page click
- Manual bidding = set a specific bid per landing page click
With each of these bidding strategies you have flexibility to test and leverage the one that allows you the greatest exposure for the lowest cost.
4 Reasons You SHOULD NOT Invest In LinkedIn Spotlight Ads
Reason 1: 83% higher average CPC prices
After reviewing $1,726,264.56 in spend by ad type for our B2B SaaS clients, we found linkedin spotlight ads have an average cost per click of $7.93, 83% higher than single image ads.
Reason 2: You want to generate the most conversions
Spotlight ads have horrible engagement rates compared to other LinkedIn ad types.
If your primary objective is to drive conversions then spotlight ads are not the ideal ad type to use.
Reason 3: You’re trying to drive the most traffic to your site
Spotlight ads have below average clickthrough rates compared to other ad types which makes using them to drive site traffic a poor use case of budget.
Reason 4: You’re not already investing in other ad types
Spotlight ads are not a game changer ad type. They should be used in support alongside other more dominant ad types such as (image, video, or conversation).
The best use of spotlight ads is remarketing, allowing you to stay top of mind at a low cost in front of the audiences that already know/like/trust you.
3 LinkedIn Spotlight Ad Strategies Worth Testing
In no particular order, here’s 3 strategies worth testing with spotlight ads.
Strategy #1: Remarketing
The real advantage of spotlight ads are low distribution costs with an average CPM of $5.28.
This in combination with the fact that spotlight ads are a non-intrusive ad type on desktop devices and limited right-hand placements makes them great for remarketing.
You can leverage spotlight ads to remarket:
- All website visitors
- Company page visitors
- Past event attendees
- Contacts of customers, and leads in nurture
If you want to learn more about building a LinkedIn remarketing strategy check out our in-depth article on How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step).
Strategy #2: Company Page Growth
Another potential strategy to test spotlight ads is growing your LinkedIn company page.
You can leverage this ad type to drive visitors to view your page (which will then hopefully lead to a follower), check out this example from Aurora who is using a CTA of “Follow”.
Strategy #3: Job Recruitment
Spotlight ads are available with the Job applicants campaign objective and given it’s dynamic element (automatically pulling the photo of the user) you can create personalized recruitment ads.
I hope you found this article useful!
And as promised, now know if this ad type makes sense for you.
Resources for mastering B2B advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
Beginner’s Guide to Google Ads Competitor Analysis In 2024
Looking to research competitor's Google Ads?
In this guide I'll walk you through how to find their best ads, and reverse engineer their strategy.
Regardless of if your budget is as low as $10/day or $10,000/day, the same process applies.
We’ll first focus on analysis in this guide and then dive into strategy.
Let’s get into it! 👇
TABLE OF CONTENTS
- How to Find & Research Competitors Google Ads
- Free Tools to Find Examples of Competitors Google Ads
- Paid Tools to Find Examples of Competitors Google Ads
- How to Break Down Your Competitors Google Ads Strategy
How to Find & Research Competitors Google Ads
Pablo Picasso once said “good artists copy, and great artists steal” taking inspiration from what works from your competitors and transforming it into “your own” way is a sound approach.
Just remember this can sometimes lead to a situation where everyone is copying each other and no one has any real idea of what their doing in the first place 😅
Ultimately beating your own baseline performance is what you should obsess about.
With this disclaimer out of the way, you first need to know what competitors you want to research.
You can find who you’re up against with the auction insights report in Google Ads.
Find this report by navigating to Keywords > Auction Insights within your Google Ads account.
- Sort this report by Impression Share to understand how visible you are against your competitors for your targeting criteria (ex: keywords, locations, audiences).
- Review the Top of page rate as well to understand how often you and your competitors appear within the top 3 positions of Google.
Now that you have an understanding of who your competitors are.
Let’s dive into the free and paid tools you can use to conduct Google Ads competitor analysis.
Free Tools to Find Examples of Competitors Google Ads
Each of the following competitor analysis tools can be used for free, leverage whichever resonates.
Google Ads Transparency Center
Source: https://adstransparency.google.com/
The Google Ads Transparency Center was released on March 29, 2023 as a way to help you quickly and easily learn more about the ads you see on Search, YouTube and Display.
Since the release of this tool it’s become an absolute goldmine for Google advertisers.
Here’s how you can leverage the Google Ads Transparency Center for competitor analysis:
1. Visit the Google Ads Transparency Center and enter your competitors domain URL
2. Scroll down to see the most recent Search, YouTube, and Display ads
When scrolling through the results take note of the following:
- Number of total ads to understand how active your competitor is.
- The language the ads are written in to know if your competitor is running localization strategy.
- The primary keyword your competitor is trying to target in the ad copy.
- {Parameters} in the ad copy to know if your competitor is using dynamic search ads or keyword insertion.
3. Once you find an interesting ad click on it to reveal the target location
- Click on the show anywhere button to reveal the target location for the ad.
Armed with this information you can decide if you want to advertise to these same regions.
If you only used 1 tool for Google Ads competitor analysis I’d recommend the Transparency Center.
ISearchFrom
Source: https://isearchfrom.com/
If you’re planning to advertise somewhere you’re not physically located and want to know which competitors are bidding on your target keywords, ISearchFrom is a great free tool to use.
Here’s how you can utilize ISearchFrom for google ads competitor analysis:
1. Visit ISearchFrom and enter your target country and keyword
2. Review the ads to uncover advertisers in your target location you might not be aware of
From this simulated result for someone “physically” located in the United Kingdom I can see Coursera is advertising on google ads courses in this region.
From here I can leverage the Transparency Center to uncover more ad examples from them.
Again this is a great tool for finding competitors you’re not familiar with in locations you’re not in.
Paid Tools to Find Examples of Competitors Google Ads
Each of the following competitor analysis tools can be used for a fee, use whichever resonates and fits your budget.
SpyFu
Source: https://www.spyfu.com/
Price: $39-$79/month
If you’re looking for a simple tool to review examples of competitors Google Ads copy, target keywords, and landing pages.
SpyFu is a great tool to start off with, here’s how you can use it.
1. Visit SpyFu and enter your competitors domain
2. Review your competitors estimated Google Ads budget and quantity of paid keywords
3. Navigate to “PPC Research > PPC Keywords” to see all paid keywords
4. Head to “PPC Research > Ad History” to see all competitor ad examples by keyword
5. Uncover other top competitors “PPC Research > Competitors” you might know of
With this one tool you can get estimates of competitors' Google Ads budgets, review keywords, ads, and uncover opportunities across new competitors you might not know of.
Other paid tools:
There’s no shortage of paid tools you can use to research your competitors.
Here’s a list of some others worth exploring:
Don’t get hung up on the tools.
Achieving the end outcome is ultimately key.
Now that you know how to find and research your competitors Google Ads.
Let’s walk through how to break down their strategy.
How to Break Down Your Competitors Google Ads Strategy
Knowing what keywords and ad copy your competitors are using is a great starting point.
But getting answers to questions like:
- How are my competitors structuring their campaigns?
- How are they allocating budget?
are crucial insights that can separate you from them.
1. Reverse Engineering URL Parameters
Once you know your competitors landing pages, which you can get from:
- Searching keywords in Google and clicking on their ads
- Reviewing landing page URLs in SpyFu’s Ad History report
You’ll want to review their UTM parameters to get insights on the goal of this campaign, target keyword, and anything else around how it was set up.
URL Parameter Example #1 - Zoho
For example, I searched CRM software and clicked on this ad from Zoho:
When reviewing the URL post click I can see the following parameters:
/?network=g&device=c&keyword=crm%20software&campaignid=14928929712
&creative=552506800726&matchtype=e
&adposition=&placement=&adgroup=130022006802&gad_source=1
&gclid=Cj0KCQjw3tCyBhDBARIsAEY0XNlAKXey
TKDzEJQDpeNh2giI4p8sVSnWKqsvlND5bvZa_J
q62wCqSFoaAsc1EALw_wcB
By reviewing the URL structure I can gather the following information:
- Network = g | they’re advertising on Google Search
- Device = c | they’re running ads on Desktop devices
- Keyword = crm software | they’re bidding on crm software
- Matchtype = e | they’re using exact match
URL Parameter Example #2 - Freshworks
Let’s use one more example to drive this home with the Freshworks ad that was underneath Zoho:
?tactic_id=6071454&utm_source=google-adwords&utm_medium=FSales-Search-InsideEU-FSE-RLSA-New
&utm_campaign=FSales-Search-InsideEU-FSE-RLSA New&utm_term=crm%20software&device=c
&matchtype=p&network=g
&gclid=Cj0KCQjw3tCyBhDBARIsAEY0XNkaG_AiGqCRYj-AEcuQcnvJS_3eI0bS6jIKu_
M7JRmqOYwSIGwuc6UaAvYqEALw_wcB&gad_source=1
Here’s what I’m able to gather from the URL structure:
- Source = google-adwords | they’re advertising on Google Search
- Campaign = FSales-Search-InsideEU-FSE-RLSA-New | they’re advertising in the EU and running a remarketing list for search ads campaigns.
- Term = crm software | they’re advertising on the keyword crm software
- Device = c | they’re bidding on desktop devices
- Matchtype = p | they’re using phrase match
With this information you can start to get answers into how your competitors are structuring their campaigns and it’s freely available and ready for those advertisers that are savvy enough to look.
2. Keyword Classification
How are your competitors allocating budget?
Now you’ll never know the answer to this question with absolute certainty but with some manual work here’s how you can try and piece together a sense of their strategy allocation.
You’ll need one of the paid tools listed above in order to perform this keyword analysis.
I’ll be using SEMRush for the sake of demonstration but the general process is the same across tools.
1. Export all of your competitors paid keywords into a CSV
2. Filter the Last Seen column by the most recent month to see active keywords
3. Add a new column called “Theme” and classify each keyword by campaign theme.
This step can take some significant time but can be well worth the effort to understand your competitors keyword strategy and budget allocation priorities.
With your custom column of “campaign theme” you’ll want to manually classify each keyword.
Here’s the four campaign themes you’ll utilize for classification:
- NonBrand = high-intent keywords that don’t include your brand name
- Brand = keywords containing your brand name
- Competitive = keywords that represent your competitors
- Content = keywords that are informational and research oriented
Watch this video for a deep dive on how to perform this advanced classification:
4. Summarize your classified keywords into a pivot table to understand your competitors strategy and budget priorities
From here we can make some assumptions about what is working for our competitors.
- 87% of Udemy’s keywords are NonBrand, 9% Brand, 4% Content, and barely 0% Competitive.
- It’s safe to assume that the majority of the budget is supporting NonBrand, followed by Brand, Content, and ultimately Competitive.
Based on this allocation I might want to focus on NonBrand first given the volume of investment Udemy seems to be spending on it, and avoid competitive keywords to start.
This isn't 100% exact science but an advanced way to research your competitors Google Ads.
Need help calculating your stating Google Ads Budget?
If you’re in need of help calculating your starting Google Ads budget check out our calculator.
Hope you found this article useful!
See you in the next article or one of our free courses!
Join 1,000+ B2B Marketers in AdConversion
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Here’s 4 reasons why you should consider joining.
Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
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- Make a positive impact
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How To Get Your Ad Budget Approved In 2024
Looking to ask your boss or client for more ad budget?
This can feel really uncomfortable the first time but I promise it gets easier.
With a simple shift in mindset and some solid tactics you’ll be securing budget in no time.
Here are 3 simple but effective steps for you to implement before having that budget conversation.
TABLE OF CONTENTS
Step 1: Pull the numbers
Your client or boss wants to be successful.
They want to surpass their goals (just like you).
If you can show them how your increased budget will make this happen, they will gladly give it to you.
Remembering this will help you release the anxiety associated with asking for more budget.
The key is you need to sell your stakeholders on WHY they should invest more and the way you'll do that is by building a case that makes them as certain as possible.
Don’t assume your clients or managers will be able to realize this on their own.
Build a no-brainer case that makes saying anything but yes sound illogical.
This starts with pulling the numbers 👇
Answer your critical questions
Put your investor hat on and answer critical questions such as:
- Which channels are performing best?
Ex: Google Ads driving the most opps at the lowest cost
- What's the overall blended trend? (paid + organic)
Ex: Opps are increasing QoQ at a 25% lower cost
- What's the current return on investment?
Ex: $6 pipe-to-spend and 150% ROI
Depending on your company, goals, and what you’re asking budget for this will vary.
Brainstorm all of the key questions you’ll need to pull data to answer.
The difficulty of this step will vary on your current level of reporting.
If you don’t already I HIGHLY recommend building a Paid Media dashboard that connects your ad spend to pipeline and revenue performance reported in your CRM.
Here’s an example of our Paid Media Dashboard Template in our Building a Paid Media Program course:
You can get free access to this template and learn how to set it up in Module 3, Lesson 3 of the course.
It’s going to be hard to ask for more ad budget if you can’t prove that your current campaigns are actually contributing to the bottom line.
Don’t have any data?
If you’re reading this and saying, Silvio how can I pull numbers if I don’t have any?
Maybe you’re trying to secure budget for a new channel.
If this is the case I have two recommendations:
1. Run a pilot campaign for $100
Let’s say you’re trying to secure budget to test X (Twitter) Ads.
Put together $100 (most companies can afford this) and launch a pilot campaign.
The only goal of this campaign is to understand what are your real costs (ex: CPM, CPC).
Once you have this information you can work backwards from your goals to create a starting budget.
For example:
- $3 CPC at a 5% landing page conversion rate = $60 cost per lead
- $60 cost per lead at a 3% lead to opportunity ratio = $1,980 cost per opportunity
- $1,980 cost per opportunity at a 20% win rate = $9,900 cost per closed won deal
If you need help running the numbers, check out our Google Ads budget calculator.
From here you’ll have a good idea of what a starting budget would look like.
You’ll also have a sense of what’s possible on this channel.
2. Do some research
Ask around or search for benchmarks associated with the channel you’re looking to invest in.
Even just collecting anecdotal evidence (ex: screenshots of others) talking about how much success they’ve had with this specific channel, tactic, etc can go a long way.
LinkedIn polls are a great way to collect this feedback:
You can DM the respondents asking for more information.
The TL;DR here is don’t let lack of data be an excuse to show up empty handed.
Once you’ve pulled all the necessary information it’s time to find the story.
Step 2: Find the story
Behind the data there is a story being told, it's your job to find it and tell it.
Here's some key questions to answer to help find it:
- What went well? (the highlights)
- What went bad? (the lowlights)
- Where are we today vs before? (the journey)
- What were the biggest blockers? (the obstacle)
- Where do we go from here? (the opportunities)
Data alone won't persuade, and stories without data are subject to suspicion.
A combination of both is required in order to effectively present your case.
Image above is Module 6, Lesson 1 of our Building a Paid Media Program course
For example, perhaps I’m trying to secure more budget for Google Ads:
- What went well? (the highlights) some text
- Google Ads contributed 25% more opportunities at a $7 pipe-to-spend ratio.
- What went bad? (the lowlights)some text
- We missed out on 57% more volume due to budget limitations.
- Where are we today vs before? (the journey) some text
- We’ve optimized our pipe-to-spend efficiency from $3 to $7.
- What were the biggest blockers? (the obstacle)some text
- High search lost to budget for our top contributing campaigns.
- No landing page testing due to limited development resources.
- Where do we go from here? (the opportunities)some text
- With an additional $25,000 in budget we can scale our top contributing campaigns and yield up to 35% more demo requests at a $15 CPC and 5% landing page conversion rate.
Here’s a simple presentation template you can use to present your case and answer each key question:
Once you've found the story and pulled the numbers you're ready to present.
Step 3: Present your case
After steps 1-2 the majority of the prep work is done.
Now it’s time to get the meeting scheduled with your boss or client.
You could have the most beautiful slides and compelling case but if you can’t effectively communicate the significance of what you’re asking it won’t matter.
Thankfully, like any skill, communication is something you can improve on with practice.
5 unconventional tips to implement in your budget presentation:
1. Remember you both want the same thing.
Ultimately, your stakeholders want you to be right. If you can drive more pipeline/revenue they'd happily give you the budget (assuming financial availability).
The challenge though is like an investor they are analyzing the potential upside and downside of your plan, and don't believe the promises you're making.
You need to addresses their concerns with a combination of data and storytelling that makes them as certain as possible.
Just remembering this simple truth will help you show up differently.
2. It’s a conversation, not a lecture.
You’ll want to keep this discussion conversational.
Make sure to check-in frequently with your boss or client and ask things like:
- Is this making sense?
- Did you have any questions?
- Are there any concerns you have that I haven’t addressed?
The last thing you want to do is to speak to them for 30-minutes and then ask:
“soooooo did you have any questions…..? 😅”
3. Replace “I think” with “the data suggests”
You’ve pulled the data and done the homework.
Don’t water down your points by saying “I think” get in the habit of replacing this with “the data suggests” and then calling out the data point that comes to mind.
This will make your perspectives and points of view far more compelling.
Which ultimately lead to more certainty from the decision maker.
Greater certainty = greater chance of budget approval
4. Don’t forget to smile.
This might sound silly 😂 but it’s really easy to forget to smile.
This conversation is about new opportunities, and that’s exciting.
Instead of telling yourself I’m nervous, reframe it as I’m excited.
This is called anxiety reappraisal and Alison Wood a psychologist at the Harvard Business School found evidence to support.
Here’s a quick excerpt from her abstract: “Across several studies involving karaoke singing, public speaking, and math performance, I investigate an alternative strategy: reappraising anxiety as excitement. Compared to those who attempt to calm down, individuals who reappraise their anxious arousal as excitement feel more excited and perform better” — Alison Wood Brooks
Don’t knock it until you try it!
5. Turn your weakness into a strength
Maybe you’re reading this article and saying to yourself:
- I’m not a good presenter because I’m an introvert
- I’m not a good presenter because English isn’t my first language.
Whatever your weaknesses are, turn them into strengths with humor.
When you start budget approval call begin by addressing your big weakness with humor.
Here’s what this might look like for the weaknesses above:
- Hey {First Name} thanks for the time today. As you might have noticed I’m not going to be giving a Ted talk anytime soon with my English so if you’re having trouble understanding just stop me at any point.
- Hey {First Name} thanks for the time today. I just wanted to start off by saying I’d rather chug a bottle of hot sauce then give a presentation but I believe so much in what I’m going cover today that I had to do this – so I appreciate you baring with any mishaps I might have.
Whatever your weaknesses are don’t run from them.
Embrace it and transform it into a strength.
Additional Resources
If you want to learn more about securing budget checkout Module 6 - Lesson 1 of our Building a Paid Media Program course, it’s 100% free and takes < 90 seconds to sign up.
If you want to dive deeper into B2B advertising check out some of our other top articles:
- B2B Advertising in 2024: The Definitive Guide
- How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)
Thanks for reading, good luck on getting your budget approved!
(you got this) 🎉
Top 10 LinkedIn Tips on Mastering Objectives & Bid Strategies
Looking to increase your return on ad spend (ROAS) on LinkedIn?
Your bidding strategy and campaign objective play a critical role.
Here’s my 10 tips from over $10 million investment in LinkedIn paid ads.
(In no particular order, they all matter)
TABLE OF CONTENTS
- Tip #1: The Power Behind Manual Bidding
- Tip #2: Fine-Tuning Your Bids
- Tip #3: Aligning Ad Type & Offer with Objectives
- Tip #4: The Optimal Objective for Thought Leader Ads
- Tip #5: When to Leverage Video Views Objective
- Tip #6: Match Your Content to the Most Suitable Objective
- Tip #7: Take Advantage of Document Ads
- Tip #8: Scale Conversions with Conversation Ads
- Tip #9: Top 3 Objectives for Single Image Ads
- Tip #10: When to Avoid Reach Objective (Brand Awareness)
- Conclusion:
- Resources for Mastering B2B Advertising
Tip #1: The Power Behind Manual Bidding
Unlike automated bidding, which leaves bid amounts at LinkedIn's discretion, manual bidding allows advertisers to set clear cost boundaries.
This ensures that your campaign expenses align with your budgetary constraints and campaign goals, offering a level of precision that automated bidding simply can't match.
By specifying the maximum amount you're willing to pay for clicks, the manual bidding places you in the driver's seat.
The LinkedIn algorithm, while powerful, may not always allocate your budget most economically when given full control.
Start collecting data quickly for your new campaign by bidding above the minimum threshold recommended by LinkedIn.
When to Consider Automated Bidding:
Automated bidding can be the best choice for specific situations, such as focused Account-Based Marketing (ABM) or retargeting campaigns with small audiences.
Once the campaign starts spending and there’s a benchmark, you can switch to manual bidding to regain full control.
Tip #2: Fine-Tuning Your Bids
A successful manual bidding requires daily checks on your spending against your budget to avoid overbidding or underbidding.
This is a straightforward yet insightful process, comparing the previous day's spend against the current daily budget to adjust your bids for optimal performance.
The Process of Bid Adjustment:
By subtracting your daily budget from the previous day's total spending, you gain clear insights into your bidding strategy's effectiveness.
A negative result suggests underbidding, where you're not fully utilizing your daily budget
While a positive result indicates overbidding, where you're potentially overspending.
“Previous day spent - allocated budget = + number indicated bid is too high
The previous day spent - allocated budget = - number indicated bid is too low”
One challenge of manual bidding is finding the sweet spot where your bid is high enough to consume your daily budget fully but not so high that it leads to inefficient spending.
Side note:
If your audience size is too small, even a high bid will not cover the campaign’s full budget.
Tip #3: Aligning Ad Type & Offer with Objectives
LinkedIn ad campaigns' success deeply depends on the alignment between the chosen ad type and the content you're promoting.
Understanding the nuances of each ad + offer and matching it to the applicable objective is key to maximizing engagement and conversion rate.
Selecting the Right Ad Type for Your Objective:
Video Ads:
When promoting video ads, gravitate towards the Video View or Engagement objectives.
These objectives are designed to maximize viewership and interaction with your video content, making them ideal for capturing and retaining audience attention.
Example of a video ad:
Document Ads:
The Engagement objective tends to yield the most success for document ads, which include PDFs, presentations, and other downloadable content.
Keeping document ads ungated and focusing on engagement allows your content to reach a broader audience, enhancing brand visibility and thought leadership.
Example of a document ad:
Single Image Ads:
Engagement and Website Traffic objectives can be effective when using single-image ads.
Your choice depends on whether your primary goal is to foster interaction with the ad or drive traffic to your website or landing page
Example of a single image ad:
Tip #4: The Optimal Objective for Thought Leader Ads
If you're looking to boost your presence and authority on LinkedIn, thought leader ads present an attractive option.
These ads turn organic content from individual profiles into sponsored messages, maintaining the authentic voice and personal touch that resonates with audiences.
These campaigns can achieve lower costs per engagement by leveraging the engagement objective, enhancing their effectiveness and reach.
Understanding Thought Leader Ads:
Personal Touch:
Unlike standard ads that originate from company pages, thought leader ads come from personal profiles, offering a humanized approach to advertising.
This method harnesses the inherent trust and relatability of individual thought leaders, amplifying their messages across targeted audiences on LinkedIn.
As of March 2024, businesses can promote content from any connected user on LinkedIn with Thought Leader posts, as opposed to just verified employees.
Seamless Integration:
To the audience, thought leader ads appear as regular posts but with the added benefit of targeted reach and visibility.
This seamless integration into the newsfeed portrays a natural engagement experience, hence fostering higher engagement rates compared to traditional ad formats.
Implementation and Best Practices
The success of thought leader ads hinges on selecting organic content that has already demonstrated shares and engagement.
By sponsoring high-performing posts, you capitalize on proven interest and ensure your ad budget is allocated to content with the highest potential return.
Pro tip:
When creating a new single-image campaign, you can click “browse existing content” to find the post by searching for the LinkedIn member and sending a request for approval.
Since these ads will not be sent to a landing page, it’s best to place the intended page link in the first comment and pin the comment.
Tip #5: When to Leverage Video Views Objective
When promoting video ads, selecting the Video View objective will increase the likelihood of getting the highest percentage of videos watched at the lowest cost.
This objective is designed to maximize the number of views your video receives, optimizing for visibility and engagement among your target audience.
Creative Specifications:
For video creatives, the recommendation is to use a square format (1080x1080 pixels) and include captions.
This format is not only visually appealing but also takes up the most space in the feed property.
Cost Efficiency and Performance:
The cost for video views on LinkedIn typically ranges from 10 to 15 cents per view.
While this might be higher compared to other platforms like YouTube, which has been gaining traction in B2B sectors for its cost-effectiveness, LinkedIn's targeted audience can justify the investment.
Best Practices for Video Campaigns on LinkedIn:
Starting with the lowest feasible cost per view (CPV) in your bidding strategy can help manage costs while assessing the content's performance.
Adjustments can be made based on initial results to find the optimal balance between reach and budget efficiency.
Tip #6: Match Your Content to the Most Suitable Objective
Understanding the type of content you're promoting determines the most effective objective and ad type for your campaign.
For event promotions, for example, certain ad formats have proven to yield higher results and drive registrations at a lower cost.
Let’s break down what type of assets yield the highest results for this example:
Lead Generation Forms (LGF):
The premier choice for driving event registrations.
Lead-gen forms provide a seamless and streamlined user experience, with pre-populated forms making the conversion process as frictionless as possible.
The convenience of instantly filling out forms within the LinkedIn platform significantly increases conversion rates for registrations.
Pro tip:
To improve the performance of LGF, it's best to keep the number of custom fields below three.
While leveraging pre-populated fields can maintain high conversion rates, adding more than two custom questions or actions can deter completions.
Event Ad Format:
This is one of the most effective ad types for event registries, but it is important to note that it cannot be combined with any of the conversion objectives.
Unique to this type of ad is the inclusion of social proof directly within the ad, such as the number of people who have shown interest or are planning to attend the event.
While its conversion rate may not match that of Lead Generation Forms, the added visibility and credibility from social proof make Event Ads a valuable tactic.
Website Conversion:
Directing users to a landing page for event registration is generally less preferred due to higher costs and lower conversion rates compared to previous tactics.
Exceptions exist, such as directing traffic to a calendar link or for specific targeting scenarios, but overall, this method is seen as less efficient for event promotion.
Design and Copy Considerations:
For campaigns opting to use landing pages, prioritizing copy over design is key.
The hero section, or above-the-fold content, is critical in capturing user interest.
Ensuring message consistency between your ads and landing page, alongside efficient conversion tracking, will set you up for success.
To learn more about landing page best practices, dive into the article below by Pedro Cortés:
10 Proven Landing Page Tips To Boost Your Conversion Rates
Pro-tip:
Streamlining Campaign Tracking with Dynamic URL Parameters:
LinkedIn's introduction of dynamic URL parameters at the campaign level presents a major leap forward in simplifying and enhancing tracking capabilities.
This feature allows marketers to set up the tracking once for the entire campaign, eliminating the tedious process of manually tagging each ad with unique UTM parameters.
Tip #7: Take Advantage of Document Ads
Document ads have proven highly effective for marketers looking to deepen engagement and build a robust retargeting pool.
They typically have impressive click-through rates, often reaching 6-7% or higher.
The best results from document ads are seen when paired with the engagement objective.
Users who interact with this ad type demonstrate a clear interest in your content, making them ideal candidates for subsequent, more targeted marketing efforts.
For more information on setting up your first document ads, check out this guide provided by LinkedIn
Tip #8: Scale Conversions with Conversation Ads
Conversation ads offer a unique, direct method of engaging with your target audience by delivering messages right into their LinkedIn inboxes.
These ads are billed on a cost-per-send basis, making it crucial to manage bids effectively to maximize both reach and budget efficiency.
Start your bid as low as possible and make adjustments depending on how well it’s pacing.
A good starting point is a $1 bid.
Due to LinkedIn’s second-price auction model for convo ads, they typically keep the actual cost close to the average historical cost per send.
This model charges you just enough to outbid the next highest bidder, not the maximum amount you're willing to pay.
Adaptation to Platform Changes:
Despite recent updates like the focus inbox change on LinkedIn, conversational ads have continued to perform well.
The direct nature of these ads keeps them effective, maintaining their status as a top-performing ad type.
Best Practices for Conversational Ads:
Because convo ads are more intrusive than other ad types, it’s important to ensure your targeting is precise. This precision prevents user annoyance and increases the likelihood of engagement.
The content of your conversation ads should be compelling and offer clear value to a specific job function.
Pro-tip:
The sender should resonate with the target audience for the highest credibility.
Choosing someone with a similar job function or an industry expert/influencer can immediately boost credibility.
For additional tips on convo ad’s best practices, check out this post by AdConversion
Tip #9: Top 3 Objectives for Single Image Ads
Single-image ads are versatile and can be tailored to meet various objectives, but understanding which objective to prioritize can have a noticeable impact on the effectiveness of your campaigns.
Lead Generation:
The primary objective for many single-image ad campaigns is lead generation.
LinkedIn’s Lead-gen focuses on gathering user information through forms that are pre-populated with LinkedIn profile data, making it easier for users to submit their information without leaving the platform.
Engagement:
The second most common objective for single-image ads is engagement.
This objective aims to maximize interactions such as likes, comments, and shares.
It's particularly useful for increasing brand visibility and engagement within your target audience.
Fostering interactions also enhances the organic reach of your ads through the network effects of user engagement.
The visual appeal and message of your single-image ad should resonate with your audience and encourage interaction.
Regular testing and adaptation of your ad creatives can help maintain high engagement levels.
Website Visits:
The third objective focuses on driving traffic to your website or specific landing pages to achieve conversions.
Whether your goal is to increase sign-ups, sales, or another conversion action, directing users to your website allows for more detailed tracking and nurturing of potential leads in your sales funnel.
Tip #10: When to Avoid Reach Objective (Brand Awareness)
Brand awareness, which prioritizes impressions and broad visibility, often comes under scrutiny due to its cost implications and lower engagement metrics compared to other objectives.
The reach objective operates on a cost-per-impression (CPM) model, where you are charged each time your ad is displayed, regardless of user interaction.
This can lead to higher expenditure without the guarantee of equivalent engagement or conversions.
The inherent nature of paying for mere visibility rather than actionable engagement makes this objective less appealing for many advertisers seeking tangible returns on their investment.
This objective is also inefficient for retargeting.
Building retargeting audiences requires not just impressions but meaningful interactions that signal interest or intent.
The reach objective's focus on maximizing views rather than fostering engagement makes it less effective for gathering a meaningful contribution toward the retargeting pool.
Conclusion:
In this article, we covered 10 actionable tips for matching the most suitable objectives and bidding strategies to your LinkedIn campaigns.
Whether it’s choosing manual bidding to control costs, aligning ad types with your marketing objectives, or understanding when to leverage specific ad formats, each tip offers a pathway to better performance.
By implementing these top 10 tips, you can navigate through the complexities of LinkedIn paid ads with greater precision and efficiency.
I hope you found this article insightful and that it leads to successful outcomes for your future campaigns.
If you’d like to reach out or get more tips, please connect with me via LinkedIn.
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