Blueprint

How To Create a B2B Google Ads Optimization Workflow [+Free Template]

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Silvio Perez

Founder @AdConversion

Hey there, B2B Marketer. If you don’t have a well-structured optimization workflow, managing just a handful of Google Ads accounts can be a struggle (been there, done that 😅)

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In this article, I’ll walk you through the Google Ads Optimization Workflow template, the exact process I used to go from barely managing five Google Ads accounts to easily managing 30+ 🚀

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TABLE OF CONTENTS

Google Ads Optimization Workflow Process
Daily Google Ads Optimizations
Weekly Google Ads Optimizations
Monthly Google Ads Optimizations
Quarterly Google Ads Optimizations
Free Resources to Master B2B Ads 🔥

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Why You Need a Google Ads Optimization Workflow Process

Without a consistent approach, managing Google Ads can feel chaotic. You may get lost in metrics that don’t matter or, worse, miss out on key optimizations that could boost your profitability.

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I developed the Google Ads Optimization Workflow Template to help me stay organized and focus on impactful daily, weekly, monthly, and quarterly optimization tasks.

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👉 Grab your free copy of the template in Module 2, Lesson 1 from the B2B Google Ads 102 - How To Convert Clicks Into Profit course.

Google Ads optimization workflow checklist with daily, weekly, monthly, and quarterly tasks, showing status and due dates.

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If you follow this approach, you’ll find yourself in control of your accounts, not the other way around.

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Now let’s dive deep into the tasks by timeframes ⏰

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Daily Google Ads Optimizations

Daily optimizations are essential for ensuring that your accounts are running smoothly. It’s your first line of defense against overspending and wasted ad spending.

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Each day, you should:

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1. Review your budget pacing

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This way, you’ll ensure that you are not overspending or underspending.

2. Check for irrelevant search terms in the Search Terms Report

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You want to add any irrelevant negative keywords. So every single day, you should review your search terms report and compare your search terms to your keywords to find the irrelevant ones and add them to your negative list.

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3. Adjust bids as needed

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If you’re using manual bidding, make sure to adjust your bids accordingly to get visibility.

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If you’re using something like maximize clicks with a bid cap, make sure that you take a look at your average cost per click in relation to your bid cap. If you notice that your average cost per click is really close to your bid cap, you could be throttling yourself.

Google Ads interface showing ad group details for a search campaign, including CPC bid settings for google Ads optimization

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If you’re using Target CPA bidding, ensure that the CPA amount you set is large enough to get enough deliverability. I recommend increasing it by 20% if you notice you’re not spending your budget.

Google Calendar event setup for daily ‘Optimization Power Hour’ focused on Google Ads optimization tasks and campaign reviews.

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By doing that, you will be proactive, and you’re going to catch things much sooner before they become potential fires.

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Weekly Google Ads Optimizations

Weekly optimizations allow you to step back and review broader trends instead of getting caught up in the day-to-day fluctuations.

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Instead of getting caught up in the day-to-day fluctuations, here you should:

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1. Review weekly performance trends (visibility, cost, volume)

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Every week you should look at search impression share, search lost to rank, search lost to budget, and search top impression share.

Google Ads metrics report displaying impression share, lost impressions due to rank, and budget losses for optimization

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You also want to look at how much you have spent, your cost per conversion, your cost per custom conversion, meaning the cost per SQL, converted user, or whatever that KPI is that you’re measured against.

Google Ads campaign report table showing cost, conversions, cost per conversion, and offline MQL for a google ads optimization.

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You will also want to look at volume. How many conversions are you getting? Is it trending up? Is it trending down? These are the things to keep an eye on every week.

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Another thing you can do is check the charts in Google Ads to map different metrics and quickly see the trend of search impression share with this graph 👇

Google Ads performance graph comparing search impression share and conversions over time for better Google Ads optimization.

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🚨Important: When you’re optimizing and looking at things weekly, don’t freak out if you see changes like 25% down search impression share. But if you see it happen consistently for two or three weeks in a row, then there’s definitely something that you need to make a decision about.

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Lastly, breaking down your campaigns by themes like brand, non-brand, and competitive will help you to quickly identify underperforming segments and reallocate your budget where it will be most effective.

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This will make the optimization process much more manageable.

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2. Pause underperforming keywords

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Pausing underperforming keywords is an opportunity to give more budget to the keywords with good performance.

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You can quickly go to the keyword section in your account and filter by conversions to see which keywords have no conversions. Then, you can sort by cost and understand which ones are hemorrhaging the most budget and can be paused.

Google Ads keyword filter applied to display keywords with zero conversions, aiding in keyword analysis for Google Ads optimization

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3. Add new relevant keywords

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When you check the Search Terms report, there are certain search terms that can make sense to add to your campaign as keywords.

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You can also go to the Google Ads Keyword Planner and find net new keywords that you might not be covering. This is an opportunity to expand your scope and reach, and it’s a good best practice to get into the habit.

Google Keyword Planner results for ‘LinkedIn ads agency,’ showcasing keyword volume, trends, and competition insights

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4. Pause underperforming ads and add new ads to replace underperformers (<5% CTR)

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Pausing underperforming ads is as simple as going to the ad section in your account and then pausing any ads that are not performing anymore.

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So if you notice you have some underperformers, ideally anything less than a 5% click-through rate (but always compare it with your average performance), it’s time to shut off the underperforming ad and add a new ad into the mix.

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This way you can continually improve your overall click-through rate performance to help boost your expected click-through rate and improve your quality score.

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Monthly & Quarterly Google Ads Optimizations

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Monthly and quarterly tasks focus on more strategic, higher-level adjustments.

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Monthly Optimizations

It’s crucial to ensure that your campaign settings, quality score, and budget allocation align with your overall goals and haven’t been altered unintentionally.

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This is also the time to assess the impact of your Google Ads efforts on your sales pipeline and to make necessary changes.

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So at the end of each month, you should:

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👉 Audit campaign settings (networks, bidding, location options)

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This step is crucial if you manage multiple campaigns or accounts.

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It’s important to double-check if you’re targeting the right network and don’t have display and search combined together.

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You want to make sure your bids haven’t been updated by accident, or God forbid, you have the auto recommendations still turned on, and they’re automatically updating your bids without your consent. 💀

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You also want to ensure that your location options are set to “presence” and that people are actually in your target location or regularly in, not people who are potentially in other areas and are interested in that location.

Google Ads campaign settings view showing network, location, budget, and bidding strategy

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👉 Review month-over-month pipeline impact from Google Ads

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We’re running ads to generate revenue, and revenue comes from initially having pipeline.

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So you need a dashboard to track the performance month-over-month and connect your activity to revenue.

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It can be as simple as having a report on a spreadsheet where you can see the evolution of your KPIs every month. You can create one from scratch or search for a template on the internet.

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Performance dashboard overview showing lead, pipeline, and revenue metrics by platform

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👉 Review performance by campaign theme (visibility, cost, volume)

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The same analysis we discussed in the weekly optimizations above should be done on a monthly basis too.

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How much are you spending per theme? What is your cost per conversion? What is your conversion rate? And what are the volumes?

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Are you driving more volume in a certain theme versus another? Should you move the budget around?

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These are the questions you should answer here.

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👉 Review quality score (ad relevance, landing page experience, expected CTR)

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How is your quality score by campaign theme? Is it increasing or decreasing month-over-month?

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Ideally, you should aim for a quality score of 7 or above. If it’s lower than that, optimizing your ad relevance, expected CTR and landing page experience will improve things.

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Check out this Quality Score Guide to learn the 80/20 of what you need to know about quality score to improve it.

Google Ads quality score report showing ratings for ad relevance, landing page experience, and expected CTR for optimization.

👉 Review geographic performance and budget allocation

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Here you want to go ahead and see how the campaigns you’re targeting in each region are performing so you can make the necessary adjustments.

Google Ads campaign performance table highlighting APAC region with higher conversions and lower cost per conversion for optimization insights.

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I also recommend checking the Locations report to have a granular view of how each country grouped into a region is performing.

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By doing this, you can find opportunities for new campaigns targeting a single country if it has a good performance and the campaign is limited by budget, or excluding low-performing countries to free up some budget for the top performers.

Location report in Google Ads showing conversion metrics for targeted locations including the United States and Canada, aiding in optimization.

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👉 Review device performance and budget allocation

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In B2B, desktop usually performs better than mobile and tablet, so if you’re targeting all devices you can find opportunities to maximize conversions by breaking out the campaigns into different devices.

Device performance report in Google Ads displaying conversions, cost per conversion, and average CPC across computers, mobile phones, and tablets.

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👉 Review keyword/match type performance and budget allocation

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Are there certain keywords that are doing better for you than others? Certain match types? All of these are insights that will help you optimize your Google Ads campaigns.

Google Ads keyword match type report showcasing conversions and cost per conversion, with a focus on phrase match performance for optimization.

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👉 Review landing page performance and experiments

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How are your landing pages performing? Are you running experiments? If you're not, that's definitely an opportunity.

Google Ads landing page report with conversion metrics and average CPC, helping identify high-performing pages for optimization.

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👉 Implement new campaign experiments

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If you’re not testing new experiments, this is a massive opportunity to improve performance, and you can run experiments easily in Google Ads with their campaign experiments tool.

Google Ads experiments dashboard suggesting new tests like broad match keywords for better ROI in Google Ads

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Quarterly Optimizations

Every quarter, take time to conduct a competitor analysis and review your goals. It’s a great practice to see what new ads and keywords your competitors are using, giving you inspiration and helping you stay ahead in the market.

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This periodic check-in will ensure that your optimizations are aligned with your business objectives, providing a clear path for growth 🙌

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Stay organized with the Google Ads Optimization Workflow template

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If you get your free copy of our Google Ads Optimization Template, you’ll notice that we have daily, weekly, monthly, and quarterly tasks discussed above on the template.

Google Ads optimization checklist categorizing tasks into daily, weekly, monthly, and quarterly activities for improved campaign performance.

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The way this template works is very simple. We have our tasks on the left, the task title, and the different timeframes. There’s also a space for you to take notes while optimizing your account.

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Then you can change the status of each task, so you and your team will know if a task is done or if it’s in progress, as well as define the task owner.

Google Ads task management table displaying status, tutorial links, task owners, and due dates for structured optimization planning.

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There are also some formulas where, based on the timeframe, the due date will automatically update. So for example, if you set the Last Complete date of a daily task as 2/2/24, it’ll automatically say the due date for that task is 2/3/2024.

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In addition, if you do the same thing for a weekly task, it will add seven days to the due date, and now it will say 2/9/2024.

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Lastly, you’ll also find all the different tutorials covered in this guide linked to each task. The goal of these tutorials is to show you how to do each step so you can use this as a reference.

Google Ads task table with status indicators and video tutorials, showing a comprehensive plan for step-by-step campaign optimization.

By implementing these daily, weekly, and monthly optimizations, you’ll stay ahead of potential issues and make data-driven adjustments that boost your account performance.

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I hope this guide helps you to manage your accounts efficiently 🙌

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If you have any questions, feel free to connect with me on LinkedIn.

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Here's what you'll learn in each course:

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Visibility: How To Find the Hole Sucking Profits
Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
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Troubleshooting: How To Solve Inevitable Problems

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Once you understand the basics and set up initial campaigns, start A/B testing and experimenting. You could test many things, for example, different ad formats, creatives, messaging, campaign objectives or targeting - all of which can lead to better performance. From my experience, any significant improvement in advertising efficiency starts with a (sometimes random and "long shot") test. To make the testing process smooth and successful, I recommend starting with a hypothesis, creating a testing plan, and having clear KPIs and ways of tracking those.

Kris Wojcik

Digital Marketing Exec

#1 tip for marketers getting into B2B advertising is to have fun with it. A lot of B2B brands take themselves really seriously to appeal to Enterprise buyers, but the reality is we're all human and you're marketing to humans.

Jess Bahr

Co-Founder & CEO

People buy different, not better. So when you're advertising in B2B, it's crucial to sniff out your differentiator and explain that in a way that your buyers will clearly understand it, consume it, and resonate with it. Each of your buyers is different too so it's important to have a good mix of how you explain the difference.

Tim Davidson

Sr. Director, Digital Marketing

One valuable tip I'd offer new marketers entering the realm of B2B advertising is to prioritize understanding your target audience deeply. B2B advertising differs significantly from B2C advertising in that you're not just targeting individual consumers but engaging with businesses, often involving nuanced decision-making units.

To effectively connect with your B2B audience, invest time researching and profiling your ideal customer profile (ICP). This means identifying their industry, company size, and job roles and delving into their pain points, challenges, and aspirations – try to get in the minds of your ICP from entry-level to executive.

By going that extra mile in understanding your audience, you can craft messaging and content that resonates with them—addressing their specific needs, providing solutions, and positioning your products or services as the standout choice.

Tyler Ray

Global Demand Generation + Growth

Before you create any adverts, you need to figure out what your message is going to be. Don't rush into it until you know 'what problems you solve, how you solve them, and why your customer should solve them.' One sentence on each of those creates your elevator pitch, which should be present in some way, in all of your ads. It also represents the business case for your product. If you can't explain your story easily, how on earth do you expect your audience to remember it?

Joseph Hill

Director of Digital Strategy

You know that crazy Marketing 'funnel' everyone talks about? Always start from the bottom up. Meaning, the first place to start is to know who your customers are and how they equate to revenue. Then work yourself up the funnel to drive the most impact.

Bryttney Blanken

Demand Generation Consultant

Adopt the 'kill your darlings' mantra. You have to be ready to cut what you love if it isn't delivering results—be it an ad, keyword, or campaign. What was once a good performer might not stay that way, so never 'set and forget.' Always monitor and optimise.

Three macroeconomic principles should guide you:

1- Budget is limited.
2- Benchmark against your own metrics, not industry fluff.
3- Make trade-offs based on what performs better.

Kill the darlings that don't contribute to the revenue to make room for what does.

Canberk Beker

Group Global Head of Paid Media

Focus on the audience/ICP first, not being the best/all-in-one product. When you address the pain and call the audience out, it resonates far more than simply stating 'We're #1/the best in ... category'. No one gives a shit about fancy review badges, Gartner, or other reports (maybe just a tiny bit) & enterprise studies/research. Everyone wants to know how your product will solve their pain or problem.

The best way (for me at least) to find out the actual problem of a customer is to go to G2 and your biggest/well-known competitor and read/scrape all the 'What problems is PandaDoc solving and how is that benefiting you?' answers. You'll find out that most answers are about one/two specific cases, and so then it's your job to address it right via website/ad copy messaging.

Alex Panchuk

Performance Marketing

Shift your mindset. You'll generate leads, but it's not just about lead generation. When they convert, focus on quality and intent. To do that, you need to understand the customer and how to reach them with the right and interesting message in the right places, consistently. Make it easy for them to remember you, find you, and buy from you when they are ready. For practical advice, Go through the LinkedIn ebook 'How B2B Brands Grow", study demand generation, join communities, and ask questions there.

Roman Krs

Performance Marketer

Before you blame the channel, do the research to see if there are some other reasons why leads aren't converting to opportunities.

For example:

WEBSITE

Does the ad align with the landing page?
Is it easy to understand how it works, who it's for, how much it costs, and the outcome it drives?
Do you have relevant social proof?

CONVERSION

Is the form simple and short?
Does it offer an easy way to schedule a meeting?
Are there clear CTAs across the website?
Do you address common objections on the demo page?

LEAD HAND-OFF

How long does it take to set up a meeting with a buyer after the form is filled take?
Did we align the follow-up with the intent level?
Do we offer a demo at the first meeting?
Do we identify the core problems of the buyer and how our solution can help solve those issues?

SALES CYCLE

Did we create a close plan?
Have we gotten all key decision-makers involved?
Do we add value along the sales process?
Do we always set up the next meeting with a clear agenda?
Have we properly differentiated ourselves against competitors and keeping with the status quo?

80% of the above don't directly involve the "channel"

Jonathan Bland

Co-Founder

For someone starting with B2B advertising, I highly recommend following the right B2B content creators on LinkedIn, as well as other paid media ones - then block some time to go through their posts/videos to learn new strategies/tips, or merely understand their point-of-view. Then, find ways of testing those strategies/quick wins with your own clients to get your own insights and takeaways - plus, it's a great way of implementing what you learn

Gonçalo Prates

Performance Marketing Manager

Make sure that you nail your fundamentals before you launch your campaign. Know where your ICP spends time online and what they are searching for.

If you don't, you won't be able to nail down your targeting for paid social and you won't go after the right keywords on paid search.

Start with the understanding of your buyer (the qualitative and quantitative) insights, and then go and build your strategy based off of that. There are a lot of great resources on how to technically set up your campaign - just keep it as simple as you can to begin with.

The final part of the fundamentals is to make sure you have tracking in place in your CRM. You need to be able to know what leads came in from your paid ads, and be able to track them throughout the sales process. Otherwise you'll never be able to answer the question at the executive level, "How are our ads performing?

Blake Strozyk

Founder

Seasonality in B2B is real & should be taken into account when optimizing & experimenting with paid ads.

Here is what I mean: We have grown very rapidly over the last 1.5 years and therefore don't have reliable base data from last summer, so only this year we started to feel the summer slow down properly. Many experiments that we ran have to be pre & post (sometimes it's technically not possible to run A/B), so if you launch an experiment in June & compare results with May the results will be heavily impacted by external factors (summer period slowdown).

It's not something new, but something we faced a lot this summer. So don't disregard the importance of taking seasonality into account.

Borys Khodan

Head of Paid Media

1. When building advertising campaigns, be hyper focused on audience and targeting. Your best advertising campaign won't be successful unless you target the right people at the right time.

2. The biggest gold mine for ad copy is customer calls. If you have a tool like Gong, you should be listening to calls every day to find insights on what your customers care about.

Liam Barnes

Sr. Manager, Growth Marketing (Emerging Tech)

The B2B Buyer's journey is complex, make sure you are filling all the content gaps on your paid ad strategy.

Miguel Sánchez

Demand Generation Manager

Offers are the most underused and underappreciated lever in B2B ad performance, and it’s not even close.

People associate Offers with e-commerce style, “buy one get one free” marketing messages. But the category is so much broader than that - it’s offering different things to your audience to see what they respond best to.

In short: Everything you promote with an ad is an Offer, whether you think of it that or not. Some example Offers that B2B companies can use:

a.) Click this ad and schedule a sales call
b.) Click this ad and get access to a demo
c.) Click this ad and get an eBook
d.) Click this ad and get an incentive.

You should start with an Offer when building campaigns, don't make it an afterthought.

Kevin Lord Barry

Co-Founder

Advertising can be daunting as a new B2B marketer, when you don't have a full grasp on how the ad platforms work or you haven't spent as much money on them, you might feel like you are not ready to run ads.

But here's the thing, you will never be 100% ready till you actually take action, and as scary as this might feel, there's a great thing about this too, you are also more prepared than you actually think.

That first campaign won't be perfect, you will make mistakes, and you will lose some $$$ in the process (sad reality about advertising 😅), but as long as you see this as a learning experience, you will accelerate your knowledge about the platforms and become strong in them in no time.

Diego Oquendo

Head of Marketing

Never skip out on creative. With all the targeting features that we have access to as B2B marketers, creating content specific to the persona you're going after is important. Whether it's copy or the images you use, I recommend investing time into making sure they resonate with your ICP.

Ali Yildirim

Co-Founder & CEO

Ultimately it boils down to establishing trust. Your objective is to educate prospects from various angles and persuade them to take the desired action. Providing value upfront through various means is the most sustainable approach to accomplish this.

Rory Conroy

Growth & Performance Marketing Manager

Put a real effort into the ad creation on social channels. Create a list with the prospects’ pain points, their headaches, and how your product could solve any of these pain points, then transform it into ad copy that talks directly to your prospect in a humane language, it’s B2B but we’re talking to people, this will make ads that will stand out on the crowd. We can have the best audience and an infinite budget, but if we don’t master the message (and have a compelling design), chances are that our ads will not be noticed.

Jessica Amaral

Demand Generation Manager

Silvio Perez

Founder @AdConversion

Want to level up your B2B advertising skill set?

AdConversion was created to help B2B marketers master advertising with free courses, articles, resources, and templates created by the world best practitioners.

START LEARNING

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10 Insider Tips on Event Promotion From $1M+ In Ad Spend

Kirk Deis

Read Article

Looking to boost registrations for your next event?

I’ve been a part of a team that has driven 10,000+ registrations for events like Ascend, and Innovation Day.

‍

Here are my top 10 event promotion best practices for increasing registrations through paid ads.

(In no particular order, they all matter)

‍

TABLE OF CONTENTS

Tip #1: The Four-Stage Framework for Event Marketing
Tip #2: Utilizing Partnerships & Internal Networks
Tip #3: Mastering Segmentation & Efficiency
Tip #4: Remarketing Mastery: Capitalizing on Targeted Engagement
Tip #5: Cross-Channel Integration
Tip #6: Geo-Targeted Ads: Precision Marketing for Event Success
Tip #7: Gamification: Turning Engagement into a Competitive Advantage
Tip #8: Display Advertising & Maximizing Visibility
Tip #9: Remarketing Campaigns: Sharpening the Focus for Better ROI
Tip #10: Mastering ROI: The North Star of Marketing Success
Conclusion
Resources for Mastering B2B Advertising

‍

Tip #1: The Four-Stage Framework for Event Marketing

‍

Maximizing ROI on event marketing demands more than just throwing money at promotions.

‍

It requires a carefully structured budget across four critical stages:

Pre-Event
Event-Day
Post-Event
Repurpose-Phase

‍

Pie chart of event promotion budget distribution showing 60% pre-event, 20% event-day, 10% post-event, 10% repurpose phase.

‍

Let’s break down each stage.

‍

1/ Pre-Event: The Hype Machine:

‍

The goal here is to generate buzz and build anticipation. It's about investing wisely in creating brand awareness with assets like videos, static images, that get people excited and start conversations.

‍

The aim? To discover what truly resonates with your audience.

‍

Skydio LinkedIn Ad for UASD Innovation Day, showing 2 days left countdown with a drone in flight controlled by a soldier

UASD Innovation Day LinkedIn ad showing 1 day remaining with a close-up of a drone and soldier.

‍

2/ During the Event Day: Capturing Attention:

‍

As the event unfolds, there's a golden opportunity to keep marketing with timely emails and live updates.

‍

It's not just about informing; it's about keeping the engagement needle moving by reminding attendees of the value they're getting, right as it happens.

‍

Live demo promotion LinkedIn ad for drone-led patrol featuring Skydio X10 drone in a remote operation.

‍

3/ Post-Event: Leveraging Assets:

‍

Post-event, the focus shifts to capitalizing on the event's content.

‍

Recorded sessions and dedicated landing pages become key tools in extending the event's lifecycle.

‍

How? By marketing these assets to both attendees for reinforcement and to those who missed out, providing them a chance to engage.

‍

Skydio webinar promotion LinkedIn Ad for ‘5 Steps to Implementing Patrol-Led Deployment’ featuring a police officer with a drone.

‍

4/ After The Event - The Repurpose Phase:

‍

Finally, we enter the "Repurpose-Phase," where content from the event transcends its original context.

‍

This is where smart marketers reuse and recycle event content in ads or promotions for future events, turning one-time efforts into long-term assets.

‍

LinkedIn ad for Skydio drones inspecting energized environments, with industrial background.

‍

Budget distribution:

‍

Whatever your budget may be, the principle remains the same—allocate strategically.

‍

Invest heavily in the “Pre-Event Phase” to find your audience's pulse and save a portion for the "Repurpose Phase" to fuel future events.

‍

This staggered approach not only maximizes exposure at each stage but also ensures that registrations and engagement peak when it matters most.
‍

Practical Budgeting Example

With a $1,000 budget, consider allocating $600 towards the Pre-event phase to test and refine your marketing approach.

‍

Reserve $200 for live engagement during the event, and use the remaining $200 to promote your post-event content and seed future events, ensuring your marketing efforts continue to bear fruit long after the event has concluded.

Tip #2: Utilizing Partnerships & Internal Networks

‍

When your marketing budget seems like a drop in the ocean, it's time to get creative with what you have.

‍

Even with $5,000 in hand, there's a wealth of untapped potential lying within your LinkedIn connections and internal team networks.

‍

Strategic Content Sharing:

‍

Kickstart your campaign by encouraging your team to engage with your event posts on LinkedIn.

‍

This simple action can significantly boost your visibility, pushing the algorithm into recognizing your content's importance.

‍

Influencer Collaboration:

‍

Whether it's through LinkedIn, Instagram, or niche forums like Reddit, reaching out to influencers with a teaser of your event will extend your reach beyond your immediate circle.

‍

Pro-tip:

Offer influencers engaging assets like short videos to make sharing easier and more appealing. The goal is to make your event resonate within their networks, amplifying your message through trusted voices in the community.

Humorous meme with a bald man holding a finger to his lips, text ‘Choose Your Influencers Wisely.

‍

How to Craft Influencer Outreach:

‍

Semrush: When faced with promoting an event with limited resources, leveraging Semrush to identify key content creators in your domain can be a game-changer.

‍

Once you find out which websites are most suitable, cold emails to these targeted individuals proposing collaboration opportunities can open doors to new audiences.

‍

Screenshot of semrush traffic analytics dashboard showing key metrics for amazon.com including visits, unique visitors, and bounce rate.

‍

LinkedIn Strategies: Joining LinkedIn groups and engaging with active members can also unearth opportunities for partnership.

‍

It's about finding mutual benefits, even if it comes with a price tag.

‍

Influencers typically have set rates, so budget accordingly. However, when reaching out directly to content creators or platforms, there's more room for negotiation.

‍

List of event management groups on a LinkedIn showing group names and member counts.

‍

Boosting Organic Posts: Another proven method is enhancing your LinkedIn posts organically through employee engagement before opting for paid promotions.

‍

Remember, it's not just about spending money but making every dollar work smarter.

‍

Example of Boosting an organic post for LinkedIn

Screenshot of a LinkedIn post offering 10 tips to boost event promotion with paid ads for more impressions, with a green arrow pointing to ‘Boost’ button.

‍

For additional tips on promoting events, check out this LinkedIn post by AdConversion.

Tip #3: Mastering Segmentation & Efficiency

‍

Let’s start with critical pitfalls to steer clear of.

‍

Broad targeting equals wasted effort.

‍

Dial into the specifics of your audience to ensure your content reaches the right eyes and ears.

‍Segmentation is Non-negotiable: Specificity in targeting not only enhances engagement but also optimizes your budget by focusing on the most promising prospects.
‍Creativity within Constraints: Don't let the perfect be the enemy of the good. "Good Enough" can often be your best starting point. Launch with what you have, then adapt and improve.
‍ROI vs. ROE: While ROI (Return on Investment) reigns supreme, don't overlook the ROE (Return on Effort).

‍

Evaluate the potential returns against the effort required. Sometimes, the simplest strategies yield the best results without exhaustive planning and resource allocation.

‍

Pro-tip:

Launching event promotion comes with its share of delays and edits. Start early and simplify.
Overcomplicating creative requests can bottleneck the process, jeopardizing your timeline.Embrace minimalism in your initial creative assets.
Focus on refining the message rather than getting lost in the design details. There will be room to iterate and enhance based on real-world feedback.

Tip #4: Remarketing Mastery: Capitalizing on Targeted Engagement

‍

After laying the groundwork with audience segmentation, remarketing emerges as the strategic follow-through that ensures your message continually reaches those most likely to act.

‍

It’s about reconnecting with website visitors, video-view watchers, image interactors, etc.

‍

Reaching to those who demonstrated interest but haven't yet taken the desired action.

‍

By targeting these engaged users with specific, relevant ads, the probability of conversion (registration) significantly increases.

‍

If you want a crash course on remarketing check out this 35-page blueprint on How to Build a Multichannel B2B Remarketing Strategy by Silvio Perez.

‍

Blueprint guide from AdConversion for building a multichannel B2B retargeting strategy across LinkedIn, Meta, X, and YouTube.

‍

Tip #5: Cross-Channel Integration

‍

Using just one platform for event promotion is like whispering in the midst of a loud crowd.

‍

The essence of cross-channel integration lies in presenting a unified brand narrative across various platforms.

‍

From LinkedIn's precise targeting capabilities to the broad reach of YouTube and the personal touch of Meta's networks, each channel plays a critical role in amplifying your event's visibility.

‍

‍

Platform-Specific Strategies: A Closer Look:

‍

YouTube: Leveraging YouTube for its vast audience and cost-effective view rates turns your event promotion into an engaging visual narrative.

‍

Here, remarketing shines, allowing you to reconnect with interested viewers through compelling video content.

‍LinkedIn: With unmatched segmentation options, LinkedIn stands out for B2B event promotion. Tailoring your message to reach specific professional demographics ensures your event resonates with the right audience.
‍Meta: Often underestimated in B2B contexts, Meta (Facebook and Instagram) offer a unique space for testing and remarketing. Here, the personal intersects with the professional

‍

Navigating the Creative Challenge:

‍

A common hurdle in cross-channel marketing is content creation, especially video for platforms like YouTube.

‍

The solution? Creativity and repurposing. Utilize existing assets, from high-engagement talks to website walkthroughs, and repurpose them into new video content with minimal effort.

‍

Think of content as modular components that can be assembled and reassembled to suit different platforms.

‍

A blog post can transform into an infographic, a webinar clip, or a social media snippet, maximizing your content's reach and lifespan.

‍

Meme featuring a character from StarTtrek with a hand gesture and text ‘Repurpose Content and Prosper,’ highlighting content strategy.

Tip #6: Geo-Targeted Ads: Precision Marketing for Event Success

‍

For events that offer both in-person and virtual attendance options, geo-targeted ads stand out as a proven tactic.

‍

By targeting potential attendees within a specific radius of the event location, you ensure that your advertising dollars are spent on those most likely to attend in person.

‍

Example of Meta’s radius targeting:

Geo-targeting feature on Facebook Ads Manager showcasing a map view of Miami, Florida, with a marked area for a 17-mile radius, showing a pinpoint on the city.

‍

Measuring the Impact of Geo-Targeted Campaigns:

‍

Leveraging tools like Gradual allows for detailed tracking of event registrations, distinguishing between virtual and in-person sign-ups.

‍

This segmentation is key in evaluating the effectiveness of geo-targeted campaigns, providing insights into lead quality and audience relevance.

‍

Creative and Tactical Considerations:

‍

While geo-targeting primarily focuses on the pre-event phase, its implications for brand visibility are vast.

‍

Creative tactics, such as mobile digital billboards, can also play a role in maximizing local awareness, even in relation to competitors' events.

‍

Pro-tip

For events with significant local interest, consider augmenting your digital geo-targeting with physical advertising moves.
This can create a buzz around your event and ensure your brand remains top-of-mind among your target audience.

Tip #7: Gamification: Turning Engagement into a Competitive Advantage

‍

Gamification: A strategy to break through the noise!

‍

By switching up event promotion into an interactive and competitive experience, you not only capture attention but also foster a sense of community and excitement around your event.

‍

Practical Example

Offering a free drone to the attendees with the most referrals turns the event sign-ups into an engaging competition.
This not only increases exposure but also incentivizes participants to become advocates for the event, effectively turning them into an extension of the sales team.

‍

Operationalizing Gamified Content:

‍

Using tools like Gradual, attendees receive a virtual ticket upon registration, complete with a unique referral link for sharing on social platforms.

‍

This system not only simplifies sharing but also tracks referrals back to the source, enabling a competitive leaderboard to emerge.

Tip #8: Display Advertising & Maximizing Visibility

‍

Stepping beyond traditional advertising channels can lead to remarkable visibility.

‍

Display advertising, mainly used through Google Display Network or programmatic ads, holds untapped potential when approached through direct publisher partnerships.

‍

Direct Publisher Engagement:

‍

The strategy here isn’t just to place ads but to place your event promotions on websites specifically relevant to your niche.

‍

By using tools like SEMRush to identify these niche publishers and reaching out directly, you can secure ad placements that speak directly to an engaged audience.

‍

The Operational Dynamics:

‍

Differentiating from the wide net cast by typical display networks, focusing on publisher partnership involves negotiating directly with site owners.

‍

This can range from pop-up ads to dedicated ad slots on their site, leveraging their audience for your event’s gain.

‍

Reducing Variables for Success:

‍

The common pitfalls of display advertising come from an overwhelming array of variables. From ad dimensions and placements to the diversity of websites.

‍

By choosing a direct partnership with publishers, you drastically reduce these variables, focusing on what matters most: context and audience relevance.

‍

Graphic showing types of programmatic advertising: real-time bidding, preferred deal, private marketplace, and programmatic direct.

Tip #9: Remarketing Campaigns: Sharpening the Focus for Better ROI

‍

We touched on the importance of remarketing in tip #4 but this is such an easy win for most brands that it deserves emphasizing. Since users have interacted with the brand before, remarketing can be ideal for high-intent offers such as "demos" or "free trial". The initial challenge often lies in cultivating a large enough audience size.

‍

Start by building broad prospecting campaigns to stir interest and engagement across your target demographics. This boosts awareness and seeds your remarketing pool with individuals who have shown an initial interest in your offerings.

‍

Remarketing should be viewed not just as a conversion approach but as a nurturing mechanism. With the ability to promote a mix of content—from event announcements to demos and trials—remarketing can support the entire customer journey, especially in B2B contexts where sales cycles are longer.

‍

If you want a crash course on remarketing check out this 35-page blueprint on How to Build a Multichannel B2B Remarketing Strategy by Silvio Perez.

Tip #10: Mastering ROI: The North Star of Marketing Success

‍

Knowing your numbers and directly tying marketing efforts to revenue generation and pipeline acceleration is fundamental. The ultimate measure of marketing’s effectiveness lies in its ability to influence revenue.

‍

Every campaign, ad, and event should be scrutinized through the lens of its potential to contribute to the bottom line. This requires a deep understanding of your audience, the sales cycle, and the points at which marketing interventions can make a tangible difference.

‍

Operationalizing ROI-Focused Strategies:

‍

Quantitative Analysis: Adopt a data-driven approach to every marketing initiative.

‍

This means setting clear, measurable objectives upfront, rigorously tracking performance, and continually refining tactics based on empirical evidence of what works.

‍Strategic Alignment: Ensure that marketing activities are fully aligned with broader business goals. Collaboration with sales, product development, and customer success teams can provide valuable insights that help tailor marketing efforts for maximum impact on revenue and pipeline progression.
‍Cultivating a Business Mindset: Transitioning from a pure marketing perspective to thinking like a CEO involves a broader appreciation for how marketing activities contribute to the overall health and growth of the business.

‍

It’s about seeing beyond immediate metrics to understand the strategic importance of marketing as a driver of long-term success.

Conclusion

‍

In this article, we covered 10 actionable tips for promoting your next successful event through paid ads.

‍

Just to highlight a few key points, we talked about the 4 pillars of event promotion and how to distribute your budget in each phase, utilizing partnerships & internal networks, audience segmentation, and thinking like an investor to maximize your return on investment (ROI) and return on effort (ROE).

‍

Each of the 4 event planning stages plays an important role, from generating buzz and capturing live attention to extending the event's influence and repurposing its content for future efforts. The power of partnerships, strategic content sharing, and influencer collaborations cannot be overlooked. It’s an effective way of broadening reach without proportionally increasing spend.

‍

Remarketing and audience segmentation are essential for converting initial interest into conversions (registrations), while cross-channel integration expands your digital footprint to reach your audience on all key platforms.

‍

I hope you got a ton of insights from this article and wish you fruitful results for your next events.

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 😂)

‍

Learning from the Pros

min Read

10 Tips to Boost B2B SaaS Marketing Beyond Ad Platforms

Chris Konowal

Read Article

Are you looking to drive a greater return from your paid ads?

The answer often lies outside of the ad platforms themselves.

Here are 10 actionable tips to improve ad performance outside the ad managers.

Let’s dive into it! 👇

‍

TABLE OF CONTENTS

Tip #1: Unleash the Power of GA4’s Page Path Report
Tip #2: Leverage Multiple Data Sources to Measure Performance
Tip #3: Work with the Product or Service Team to Design Lead Magnets
Tip #4: Meet with Sales & Customer Success for Insights
Tip #5: Get Hands-on with Your Product or Service
Tip #6: Dive Into CRM Metrics for a Holistic View
Tip #7: Get Regular Insights from the Sales team
Tip #8: Link Marketing Efforts to Business Results
Tip #9: Incorporate Leading Indicators into Your Success Metrics
Tip #10: Practice Patience
Conclusion‍
Resources for mastering B2B advertising

‍

Tip #1: Unleash the Power of GA4’s Page Path Report

‍

Have you ever wondered how visitors wander around your site before hitting that sweet 'convert' button?

‍

In B2B, it's pretty rare for someone to convert after just one page visit. So, imagine discovering that a whopping 90% of your future clients check out your pricing page before deciding you're the one.

‍

That's your cue! With this intel, you can strategically place pricing info where it matters most, like in your ads or on key landing pages. It's all about making that path to conversion as smooth as possible.

‍

GA4's Page Path report is like a treasure map showing you the most popular pit stops.

‍

You can access the page path report by signing into your GA4 account, on the left-hand side, click on “explore” and select the pre-made template called “path exploration”.

In the example below, we can see out of 1,958 page views, we had 17 form submissions ↓

google analytics user journey report from a b2b saas company showcasing session start, page views, and form submissions

‍

‍

Tip #2: Leverage Multiple Data Sources to Measure Performance

‍

Effective marketing decisions require more than just ad platform insights.

‍

The in-platform metrics are a great starting point, but what you gain out of it is quite limited.

‍

You can get the initial results for optimization such as CTR, CPC, frequency, open rate, or impression share depending on the channel, but the true source of data would have to be combined with CRM data.

‍

By bringing together data from Google Analytics 4 and your CRM, you can create a multidimensional view of your campaigns' effectiveness.

‍

This is more important than ever before with the deprecation of third-party cookies.

‍

Tip #3: Work with the Product or Service Team to Design Lead Magnets

‍

A lead magnet involves providing valuable content in return for information such as a name, email address, job title, and company name.

‍

To stand out, we need to create offerings that genuinely attract and provide value to our audience, moving beyond ebooks and webinars to create lead magnets that are both informative and irresistible.

‍

Rather than offering an e-book that your prospect may or may not find valuable, try offering resources or workshops that speak to the prospect’s unique pain points.

‍

This shift not only aligns with consumer preferences but also sets the stage for more meaningful interactions.

‍

Now, the question still remains: "Do content lead magnets contribute to the pipeline?"

‍

For most B2B SaaS companies, less than 5% of content actually leads to pipeline conversions.

‍

The most effective conversions come from meetings that address the prospect's real issues without any intention of selling them something (absolutely no hidden agendas!).

B2B SaaS marketing lead magnets examples: consultation, free trial, online workshop, whitepaper, webinar.

Tip #4: Meet with Sales & Customer Success for Insights

‍

Use the insights from the Sales and CS team to fine-tune your strategy, offers, audience, ad copy, or any key piece of information that might be misaligned with current campaigns.

‍

Understanding customer pain points, questions, and feedback directly can guide you in creating content that resonates deeply and addresses real needs.

‍

Sales and CS teams possess in-depth knowledge about the demographics, pain points, and motivations of existing customers.

‍

Marketers can leverage this information to refine buyer personas, ensuring that marketing messages and content resonate effectively with target audiences.

Tip #5: Get Hands-on with Your Product or Service

‍

There’s no substitute for experiencing what you’re marketing firsthand.

‍

Dive into demos, use the product daily, or participate in the service being offered.

‍

This deep dive helps you understand the nuances and unique selling points from a user's perspective.

‍

Understanding the core value of the product or services will help you communicate the value proposition when writing your ad copy.

‍

It also provides your clients with a fresh perspective to fill any potential gaps.

‍

If you are not sold on the product/service, then how can you sell it to someone else?

Liam Neeson meme emphasizing B2B SaaS marketing support skills with engaging text.

Tip #6: Dive Into CRM Metrics for a Holistic View

‍

Regularly reviewing CRM data helps you see the real-world impact of your campaigns.

‍

This feedback loop is crucial for making data-driven decisions that can improve campaign performance and ROI over time.

‍

3 key metrics you should always consider as a B2B Marketer:

Pipeline-to-spend ratio
Average time to close
Average deal size

‍

If you have not already, request CRM access from your clients so you have context around the key metrics and speak the same language as your clients.

‍

As a marketer, you must connect all activities directly to revenue since that's ultimately what matters most to businesses.

‍

It will make clients see you as a strategic partner in their business.

Tip #7: Get Regular Insights from the Sales team

‍

Adding on to tip #4, the sales team’s daily interactions with prospects and customers are a treasure of insights that can refine your marketing approach.

‍

Often, marketing and sales operate in silos, even though they're both working towards the same goal.

‍

Having a monthly or quarterly meeting with your main point of contact (POC) can help close the gap, but if that is not possible then download the CRM notes to make necessary adjustments to your campaigns.
‍

Office Space meme promoting quick cross-team communication in B2B SaaS marketing

Tip #8: Link Marketing Efforts to Business Results

‍

Awareness campaigns might not deliver immediate conversions, but their role in nurturing leads and supporting the customer journey is crucial.

‍

Work with other Marketing team members to build case studies and analytics to illustrate how awareness campaigns contribute to overall business goals.

‍

A compelling way to validate the impact of awareness campaigns is to assess the performance disparity between remarketing campaigns and cold audience initiatives.

‍

For example, showing a significantly lower cost per demo from prospects with prior brand exposure can justify the investment for awareness campaigns.

Tip #9: Incorporate Leading Indicators into Your Success Metrics

‍

By understanding what early success looks like, you can refine your strategies in real time, ensuring your marketing efforts are always moving in the right direction.

‍

These leading indicators could be top-of-funnel metrics such as:

Clickthrough rate (CTR)
Cost per click (CPC)
Engagement rate

‍

Leading indicators are vital for navigating the complex B2B landscape, offering the insights needed to steer your marketing efforts toward success, even when immediate sales results are not visible.

Tip #10: Practice Patience

‍

B2B sales cycles are naturally longer than B2C, requiring a mindset that values persistence and long-term strategy over instant results.

‍

By analyzing attribution data and understanding the nuances of traffic sources, you can refine the strategies.

‍

The key is to establish a robust measurement system and integrate leading indicators to track progress.

‍

Recognize and celebrate the small milestones along the way to keep morale high and maintain focus on the long-term goals.

Conclusion

‍

Yielding results for your B2B SaaS marketing is not about quick wins; it's a marathon, not a sprint.

‍

Deeply understanding your product, closely aligning with sales and customer success teams, and strategically utilizing a variety of data sources lay the foundation for sustainable success.

‍

Real growth comes from consistently applying insights, adjusting based on performance indicators, and staying committed to your long-term vision.

‍

Here's to marketing smarter, not harder, and seeing your efforts pay off!

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 😂)

Guides

min Read

B2B Advertising in 2024: The Definitive Guide

Silvio Perez

Read Article

Today I’m going to give you a crash course in B2B advertising.

‍

In this comprehensive guide I’ll cover:

What is B2B advertising?
7 ways B2B differs from B2C
20 B2B Terms and Metrics you need to know
Top 3 B2B Revenue Models
B2B ad examples by revenue model
How to create a B2B advertising strategy
The Five Stages Model
The Best B2B Ad Channels
Advice from 20 B2B Advertising Experts

So if you need to get up-to-speed on B2B as quickly as possible, you’ll love this guide.

‍

Let’s get started 🔥

What Is Business-to-Business Advertising?

B2B advertising is the process of any paid marketing efforts directed toward influencing multiple individuals within a company for a purchase decision (known as a buying committee) vs a single consumer.

7 Differences between B2B and B2C Advertising:

Longer sales cycles (3 - 36 months)
‍
Larger average deal sizes (< $1,000 - $250,000+)
‍
More stakeholders involved in the purchase decision (ex: c-suite, finance)
‍
Focus on impacting the entire buyer's journey not just the first conversion (unlike B2C).
‍
Smaller audiences (< 300,000) with a focus on reaching the right person and company vs B2C with broad audiences ( > 300,000) as more people can purchase your product.
‍
B2B requires strategic alignment between marketing and sales as you’re joining forces (inbound and outbound) to win accounts.
‍
B2B supports multiple revenue models, the big three being; product-led, sales-led, and hybrid. Whereas e-commerce is solely product-led.

‍

Check out more examples in the article: B2B vs B2C Advertising: 8 Differences & Examples You Need To Know.

20 B2B Terms and Metrics you Need to Know

‍

One of the first things you realize when you get into B2B is how much jargon there is! MQL, SQL, ACV, ARR, and the list goes on!

‍

In order to make sure you understand the language, here’s 20 B2B terms and metrics you need to know:

‍

Terms & Metrics	Definition
Lifecycle stages	The steps in which a person goes from expressing interest to becoming a customer. Example: Lead → MQL → SQL → Opp → Won
Lead scoring	The process of automatically scoring leads.
Lead	Someone that has expressed interest by giving their contact information (ex: email address) in exchange for the offer you provided.
Marketing Qualified Lead (MQL)	A lead that has been marked qualified by achieving a certain amount of points based on the company's lead scoring model.
Sales Qualified Lead (SQL)	A lead that has been qualified by sales directly.
Opportunity (Opp)	An open deal that has the possibility of becoming a customer.
Sales Qualified Opportunity (SQO)	An open deal that has been vetted by sales directly and meets qualification criteria.
Pipeline	The total amount of potential revenue from open opportunities.
Closed Won	A deal that has been converted successfully into an existing customer.
Annual Contract Value (ACV)	The total revenue amount a contact is worth over a 12-month period.
Monthly Recurring Revenue (MRR)	The total amount of revenue that is generated on a monthly recurring basis.
Average Revenue Per User (ARPU)	The average amount of revenue generated over the lifespan of a user.
Account Based Marketing (ABM)	A strategy focused on driving awareness and conversion from a specific list of companies.
Pipe-to-Spend	The total amount of pipeline generated for every dollar spent.
Customer Acquisition Cost (CAC)	The total cost to acquire a customer.
Business Development Representative (BDR)	A sales rep responsible for outbound.
Sales Development Representative (SDR)	A sales rep responsible for inbound.
Net New	The acquisition of brand new customers.
Expansion	Driving more revenue from existing customers.
Ideal Customer Profile (ICP)	The perfect person your product can benefit.

‍

Unfortunately there are many more terms you’ll need throughout your B2B career 😂 and every company creates their own (it’s a constant struggle) but these 20 will give you a solid foundation. For a great list of b2b terms check out our B2B Advertising Glossary.

Top 3 B2B Revenue Models

If you’re working in B2B there are three common revenue models you’ll likely work with.
‍

If your job is to promote this organization, understanding the revenue model is key as it will change everything from how you approach your strategy, the offers you choose, channels, and more.

‍

Revenue Model	Definition	Example Offers	Example Companies
Sales-Led	A sales-led B2B organization leverages people to educate and nurture prospects throughout the buyer's journey.	This looks like a prospect requesting a demo to speak with a sales rep to learn more.	Syndio
Product-Led	A product-led B2B organization allows prospects to try their product self-serve in order to learn more.	This looks like a prospect signing up for a free trial and trying the product themselves.	Mixpanel
Hybrid	A hybrid B2B organization leverages both a sales-led and product-led approach to educate prospects.	This looks like having both a free trial option and talk to sales available for prospects depending on what their preference is.	Logikcull

‍

Syndio’s platform landing page example highlighting the "schedule a demo" call to action button as a sales led company example — Sales Led - Syndio

B2B Ad Examples by Revenue Model:

Sales Led

Product Led

‍

‍How to build a full-funnel B2B Advertising Strategy ‍

‍

Now that you know how B2B differs from B2C.

‍

How do you build a full-funnel B2B advertising strategy?

‍

Full-funnel refers to building a strategy that covers all touch points along the customer journey.

‍

This means advertising to individuals who are (e.g. Eugene's Schwartz Stages of Awareness):

‍

Unaware = have no clue they even have a problem in the first place (ex: blissfully mismanaging customer relationships)

Problem Aware = know they have a problem but are not sure how to solve it (ex: realize managing customer relationships is important but don't know how).

Solution Aware = need help deciding on the right solution (ex: should I use Google Sheets, a filing cabinet 😂 or a CRM?).

Product Aware = know of your brand/product but not sure if you're the best option (ex: comparing CRM software; Salesforce vs HubSpot vs Pipedrive).

Offer Aware = know of your brand and exactly how you can help but need some nudging (ex: pricing discounts, better contract terms, customer references).

Most Aware = Existing customers, familiar with your brand and working with you (ex: referral program).

‍

Understanding your prospects' stage of awareness allows you to create messaging, and offers that better resonate with where they are in the customer journey.

‍

It helps to have a model (think of it like a map) to make complicated topics simple.

‍

We’re going to use The Five Stages model covered in our course Building a Paid Media Program.

‍

‍

Here’s how it works:
‍

Based on the stage; the outcome, awareness level, offers, tactics, and KPIs differ.

Outcome = the end goal you're trying to achieve in each stage.

Awareness = the familiarity level of your brand/product/solution.

Offers = what you're providing your target audience in each stage.

Tactics = how you're going to actually execute your strategy per stage.

KPIs = how you're going to measure success in each stage.

‍

Let's dive into examples for each stage so you really understand!

The Five Stages Model

Stage 1: Create

Outcome	Build brand affinity & trust (raving fans)
Awareness	Unaware, problem aware
Offers	Educational content & thought leadership
Tactics	Boosting content with sponsored paid social ads
KPIs	Cost per consumption, blended cost per opportunity

‍

Stage 2: Capture

Outcome	Convert interest from in-market buyers
Awareness	Solution aware, product aware
Offers	Demo requests, free trials
Tactics	Bidding on high intent keywords, paid listings, retargeting
KPIs	Pipe-to-spend, direct cost per opportunity, ROI

‍

Stage 3: Accelerate (Sales Led) / Activate (Product Led)

Outcome	Help sales close deals faster / get free users to convert
Awareness	Offer aware
Offers	Testimonials, case studies, events, webinars
Tactics	Sponsored paid social ads
KPIs	Pipeline velocity, paid signups

‍

Stage 4: Revive

Outcome	Restart closed lost opportunities
Awareness	Offer aware
Offers	Incentivized demo requests, guided trials
Tactics	LinkedIn conversation ads
KPIs	SQOs created, blended cpSQO

‍

Stage 5: Expand

Outcome	Drive revenue from existing customers
Awareness	Most aware
Offers	Referral program, Certification program
Tactics	Sponsored newsletters/partnerships
KPIs	Influenced SQOs created, Expansion revenue

‍

The Five Stages model allows you to plan across all the lifecycle stages past initial conversion.

‍

Ultimately no one knows for certain where someone is in their buyer's journey and everyone moves through it at different speeds. Use your best judgment.

‍

If you're confused on which stage someone would be, remember the target audience's level of awareness dictates the stage they fall under.

‍

Which stage should you invest in?

‍

Generally speaking if you want to maximize ROI in the short-term you should work from the bottom of the Five Stages and move towards the top (Expand → Create).

‍

Stage	Budget Required due to Audience Size	Estimated ROI Timeline	Estimated Difficulty
Create	High	> 90 days	High - requires strong content strategy and unique POV
Capture	Moderate	< 45 days	High - usually stiff competition & expensive costs
Accelerate / Active	Low	varies based on sales cycle	Low - familiar with your product and considering it
Revive	Low	< 45 days	Low - familiar with your brand and expressed interest in the past
Expand	Low	< 60 days	Medium - existing customers, hard to scale due to small audience sizes

‍

You don't have to build a full-funnel strategy at once, take it one stage at a time.
‍

Putting The Five Stages into practice

Decide on which stage you want to focus on based on the outcome you’re after. If you have a smaller budget (ex: < $5,000/month) focus exclusively on one stage first.
‍
Once you’ve decided on the stage fill in your budget, and leading + lagging KPIs. If you’re unsure of what KPIs to select refer to Module 5- Lesson 1 of Building a Paid Media Program.
‍‍
Next decide on which channels you’ll advertise on to reach individuals in this stage and how you’ll target them and exclude the wrong audience. If you’re unsure of what channels to advertise on, refer to Choosing the BEST channels.
‍
Finally decide on what offers you’re going to promote in these channels for this stage (the offers listed above are only examples to give you ideas).
‍
If you’re targeting multiple stages repeat steps 1-4 for each.

‍

Click here to become an AdConversion student and get free access to The Five Stages planning template in Module 2 - Lesson 1 where we cover how to build your paid media strategy in depth.

‍

gif of Silvio Perez showcasing how to use AdConversion's Paid Media Strategy template — Image: Module 2 - Lesson 1; Building a Paid Media Program

After you’ve filled in The Five Stages planning template you now have your strategy in place and can easily move into execution and start assembling your campaigns, creatives, and messaging.

What are the BEST B2B advertising channels?

‍

The obvious answer is where your audience hangs out online!

‍

But not all channels are equal, some are more effective at certain stages.

‍

Most channels can be grouped into these 5 primary categories ↓

‍

Channel Category	Channel	Description
Paid Social	YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit	Advertising on social networks.
Paid Search	Google, Microsoft	Advertising on search engines.
Paid Review	Capterra, SoftwareAdvice, SelectHub	Advertising on review listing sites.
Programmatic	Display, Digital Audio, ConnectedTV, Native	Advertising on the open internet.
Sponsorships	Influencers, Newsletters, Events, Podcasts	Advertising directly with individuals or organizations.

‍

How to decide on the best channel?

‍

There's four key criteria to consider when deciding on a channel:

‍

Targeting options
Media cost
Reach
Policy

‍

Let's dive into each ↓

‍

Channel Criteria	Description
Targeting options	Can you reach your ICP based on the available targeting options?
Media cost	How much does it cost per click and per 1,000 impressions? (CPC & CPM)
Reach	How large is your audience size with your available targeting options?
Policy	Does this platform allow your industry to serve ads without restriction?

‍

If the channel you’re considering meets all four of these criteria then you should consider running a test campaign for $100 to get your real average CPC & CPM.

‍

Recommended Channels by Stage

Based on my experience these channels work best for each stage:

(Use this as inspiration not restriction)

‍

Stage	Channels
Create	YouTube, LinkedIn, Facebook, Display, Twitter
Capture	Google Ads, Microsoft Ads, Capterra, SoftwareAdvice, YouTube
Accelerate / Activate	LinkedIn, Facebook, Display
Revive	LinkedIn, Facebook
Expand	LinkedIn, Facebook

‍

Let this be a guide to help you get started, take what serves you and abandon the rest.

‍

Test what works for you until proven otherwise.

Advice from 20 B2B advertising experts

One of the best parts about being in B2B is the quality of marketers in this space.

We asked 20 B2B advertising experts:

What’s 1 tip you’d share with new marketers getting into B2B advertising?

Guides

min Read

50+ Ad Specs for The Top 10 Ad Platforms

Silvio Perez

Read Article

Have you ever wondered what dimensions does that ad require? 🤔

Then started searching to find the answer? (same here lol)

‍

To save you (and ourselves) trouble, we gathered the most popular ad specs across 10 channels in one place:

Google Display Ad Specs
LinkedIn Ad Specs
Twitter (X) Ad Specs
Quora Ad Specs
Reddit Ad Specs
YouTube Ad Specs
Google Discovery / Demand Gen Ad Specs
TikTok Ad Specs
Meta Ad Specs

⭐️ Bookmark this article and refer back to it when you need ad specs.

Google Display Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Sizes	Dimension	File Types	Max Size
Square and rectangle	200 × 200 Small square 240 × 400 Vertical rectangle 250 × 250 Square 250 × 360 Triple widescreen 300 × 250 Inline rectangle 336 × 280 Large rectangle 580 × 400 Netboard	GIF, JPG, PNG	150KB
Skyscraper	120 × 600 Skyscraper 160 × 600 Wide skyscraper 300 × 600 Half-page ad 300 × 1050 Portrait	GIF, JPG, PNG	150KB
Leaderboard	468 × 60 Banner 728 × 90 Leaderboard 930 × 180 Top banner 970 × 90 Large leaderboard 970 × 250 Billboard 980 × 120 Panorama	GIF, JPG, PNG	150KB
Mobile	300 × 50 Mobile banner 320 × 50 Mobile banner 320 × 100 Large mobile banner	GIF, JPG, PNG	150KB

‍

LinkedIn Ad Specs

Source: business.linkedin.com

Browse examples at: linkedin.com/ad-library/home

Ad Type	Dimension	Character Count	File Types	Max Size
Single Image Ads	1200 x 1200 Square 1200 x 628 Horizontal 628 x 1200 Vertical (mobile)	Intro text = 600 Headline = 200	GIF, JPG, PNG	5 MB
Video Ads	(3 seconds to 30 minutes) 1920 x 1920 Square 1920 x 1080 Landscape 1080 x 1920 Vertical (9:16) 1536 x 1920 Vertical (4:5)	Intro text = 600 Headline = 200	MP4	200 MB
Carousel Ads	(2 - 10 cards) 1080 x 1080 Square	Intro text = 255 Card = 45	JPG, PNG	10 MB
Event Ads	4:1 (image will be pulled from the Event page)	Intro text = 600 Event = 255	—	—
Document Ads	Use any of the standard PDF layouts.	Intro text = 155 Headline = 70	PDF, DOC, DOCX, PPT, PPTX	100 MB
Conversation Ads	300 x 250 Banner	Message = 500 CTA = 25	JPG, PNG	2 MB

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‍X (Twitter) Ad Specs

‍Source: business.twitter.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	800 x 800 Square 800 x 418 Rectangle	Tweet text = 280	JPG, PNG	5 MB
Video Ads (Up to 2 minutes and 20 seconds)	1080 x 1080 Square (1:1) 1920 x 1080 Landscape (16:9)	Tweet text = 280	MP4, MOV	1 GB
Carousel Ads (2 - 6 cards, images or video)	800 x 800 Square (Image) 800 x 800 Square (Video)	Tweet text = 280	JPG, PNG MP4, MOV	3 MB (Images) 1 GB (Videos)

‍

You can request to have video lengths increased up to 10 minutes

Carousel can use images or videos but must be in the same aspect ratio (ex: 1:1 or 16:9)

‍

Quora Ad Specs

Source: image ads, video ads

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	800 x 800 Square 800 x 418 Rectangle	Headline: 65 Body: 105	JPG, PNG	5 MB
Video Ads	(3 - 60 seconds) 1280 x 720 Landscape (16:9)	Headline: 65 Body: 105	MP4, MOV	70 MB

‍

Reddit Ad Specs

Source: reddit.my.site.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	1080 x 1080 Square (1:1) 1080 x 1350 Portrait (4:5) 1440 x 1080 Landscape (4:3) 1920 x 1080 Landscape (16:9)	Headline: 300	JPG, PNG, GIF	3 MB
Video Ads	(Up to 15 minutes) 1080 x 1080 Square (1:1) 1080 x 1350 Vertical (4:5) 1440 x 1080 Classic (4:3) 1920 x 1080 Landscape (16:9)	Headline: 300	MP4, MOV	70 MB
Carousel Ads	(2 - 6 images) 1200 x 1200 Square (1:1) 1200 x 628 Rectangle (16:9)	Headline: 300 Caption: 50	JPG, PNG, GIF	20 MB (per image) 3 MB (per GIF)
Conversation Placement	400 x 300 Thumbnail	Headline: 250	JPG, PNG, GIF	500 KB

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* Headlines will be truncated to 100 characters on mobile/mobile web for the conversation placement.

‍

Youtube Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Ad Type	Dimension	Character Count	File Types	Max Size
Skippable Video Ads (no max length)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
YouTube Short Video Ads (Up to 60 seconds)	1920 x 1080 Vertical (9:16)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
Non-Skippable Video Ads (15 - 20 seconds)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A
Bumper Ads (Up to 6 seconds)	1920 x 1080 Landscape (16:9) 1440 x 1080 Classic (4:3)	Headline: 15 CTA: 10 Long Headline: 90 Description: 70	MP4, MOV, MPEG, AVI, ASF	N/A

‍

Google Discovery / Demand Gen Ad Specs

Source: support.google.com

Browse examples at adstransparency.google.com

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads (3 - 20 images)	1200 x 628 (Landscape) 1200 x 1200 (Square) 960 x 1200 (Portrait)	Headline: 40 Description: 90	GIF, JPG, PNG	5 MB
Carousel Ads (2 - 10 cards)	1200 x 628 (Landscape) 1200 x 1200 (Square) 960 x 1200 (Portrait)	Headline: 40 Description: 90	GIF, JPG, PNG	5 MB
Logo Image	1200 x 1200 (Square)	N/A	GIF, JPG, PNG	5 MB

‍

TikTok Ad Specs

Source: ads.tiktok.com

Browse examples at library.tiktok.com/ads

Ad Type	Dimension	Character Count	File Types	Max Size
Video Ads (5 - 60 seconds)	1920 x 1080 Vertical (9:16) 1200 x 1200 Square (1:1) 1920 x 1080 Landscape (16:9)	100 characters	.mp4, .mov, .mpeg, .3gp, or .avi	500 MB

‍

‍Meta Ad Specs (Facebook/Instagram)

Source: business.facebook.com

Browse examples at: www.facebook.com/ads/library

Ad Type	Dimension	Character Count	File Types	Max Size
Image Ads	1080 x 1080 Square (1:1) 1920 x 1080 Landscape (16:9)	Primary Text: 125 Headline: 27 Description: 27	JPG, PNG	300 MB
Video Ads (1 second to 241 minutes)	1080 x 1080 Square (1:1) 1080 x 1350 Mobile (4:5)	Primary Text: 125 Headline: 27 Description: 27	MP4, MOV, GIF	4 GB
Carousel Ads (2 to 10 cards)	1080 x 1080 Square (1:1)	Primary Text: 125 Headline: 32 Description: 18	JPG, PNG MP4, MOV, GIF	Image: 30 MB Video: 4 GB

‍

Resources for Mastering B2B Advertising

Hope you found this ad specs article useful!

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 I timed it 😂)

Google Ads

min Read

3 Powerful Strategies For Scaling SaaS Google Ads You Need To Know

Silvio Perez

Read Article

Google Ads is a blessing and a curse.

You're blessed with intent and cursed with scale.

It’s a powerful channel for scaling pipeline for SaaS startups but low search volume is a challenge.

In this article you’re going to learn 3 powerful strategies for scaling your SaaS google ads further.

This won’t solve your limited search volume issues that's just the nature of your target keywords and B2B SaaS but these strategies will help you squeeze more performance from your account.

Let’s dive into it 👇

‍

TABLE OF CONTENTS

Strategy #1: Broad Match Discovery
Strategy #2: Advertising outside of English
Strategy #3: Industry campaigns

‍

Strategy #1: Broad Match Discovery

Before you click away I’m not talking about using broad match in the traditional sense.

‍

Where you let Google show your ads for WHATEVER they think is relevant.

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Broad match discovery is where you combine broad match keywords AND an audience.

‍

It essentially means you’re giving Google the flexibility to show your ads for whatever they feel is relevant but within the confines of your targeted audience.

‍

I would not recommend testing this approach unless you have:

Strong negative keyword lists
Proven converting phrase match keywords
Significant conversion volume (> 15/month)

The benefit is you get to scale your top keywords safely past phrase match.

‍

How to implement broad match discovery:

‍

Step 1: Find proven converting phrase match keywords

‍

Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.

‍

Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Google Ads dashboard showing keywords, average cost per click, cost, demo request conversions, cost per demo, demo conversion rate and conversion rate

Once you’ve identified some worthwhile keywords it’s time for step 2.

‍

Step 2: Brainstorm your targeted audiences

‍

Google has 5 audience types you can leverage for targeting in your search campaigns.

Your data = website visitors or contact lists
In-market = people actively researching a given topic
Life events = people who’ve accomplished a life milestone (ex: create a business, get married)
Detailed demographics = industries, company sizes, education level.
Affinity = people who are interested in a certain topic

Google Ads audience segmentation interface highlighting custom segments and demographics options

You can use a mixture of all these different types of audiences to layer on top of your broad match discovery campaigns.

‍

If you’re dealing with < 500 searches/month for your keywords I recommend clustering a minim of 10-15 audiences on top of your campaigns to help with delivery.

‍

Step 3: Setup a campaign experiment

‍

The safest way you can test broad match discovery is in a 50/50 experiment alongside your top converting phrase match campaign.

‍

You can easily AB test in Google Ads using the campaign experiments feature.

‍

Located under Campaigns > Experiments

Performance report comparing AB test campaigns in Google Ads

Using this feature build an experiment splitting the traffic by 50% for your original campaign vs the experiment version using broad match AND the targeted audiences you brainstormed in step 2.

Strategy #2: Advertising outside of English

English is the most competitive language in the world with the majority of advertisers.

‍

We’ve seen reductions of up to 70% in our average CPC targeting other languages.

‍

If your company has the resources to sell in multiple languages – take advantage of localization!

‍

Localization campaigns are when you target keywords, write ad copy, and design landing pages that all are in your audience's native language (ex: Spanish, German, Portuguese).

‍

You’ll reap the benefits of lower costs due to less competition.

‍

The downside however with localization is search volume.

‍

If you’re already advertising in English outside of North America and finding success, definitely recommend testing this strategy.

‍

How to implement localized campaigns:

‍

Step 1: Find proven converting phrase match keywords

‍

Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.

‍

Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).

Google Ads dashboard showcasing cost per demo and conversion rates

‍

Step 2: Brainstorm your targeted languages

Ask your internal team what languages your sales team is able to sell in.

‍

Based on your options make a list of potential languages.

‍

Next, if you’re advertising outside of North America, review the top performing countries and identify their local languages and see if you have the internal resources that can speak that language.

If you can’t sell in this language then this strategy won’t make sense.

‍

Step 3: Hire a local translator

Don’t make the mistake of relying on Google Translate to perform the bulk of your translation.

‍

You’ll want to hire a translator that grew up in the area in which you want to advertise.

‍

For instance, if you’re advertising in Portuguese.

The dialect for Europeans living in Portugal and those living in Brazil is very different.

‍

A local Brazilian can tell if it’s not their dialect just like a native Portuguese.

‍

I recommend hiring locals off Upwork can be as low as $12/hour depending on the language.

Search results for Portuguese translators on a freelance platform called UpWork

These translations will make a world difference in your ad and landing page copy.

Strategy #3: Industry campaigns

Industry campaigns can be great for coverage and quality.

‍

This is where you’re going to bid on a desired keyword and add a related industry term.

‍

For example, let’s say bidding on the keyword “crm software” here’s how you can modify this keyword to make it industry specific:

healthcare crm software
crm software for fintech
crm software for small businesses

Comparison of generic and industry-specific CRM software keywords for scaling SaaS google ads campaigns

The benefits of industry campaigns:

Personalized ad copy that can yield greater CTRs
Higher quality leads due to a more qualified search term
Lower cost per click prices due to less competition

‍

The downside however is search volume (the constant struggle of Google for SaaS 😅).

‍

How to implement industry campaigns:

‍

Step 1: Find proven converting phrase match keywords

Just like the other strategies we’re going to identify proven keywords first that we can create industry variations for.

‍

Step 2: Brainstorm your target industries

Run a win rate analysis in your CRM and understand which industries have the shortest sales cycles and largest deal sizes? Based on your findings, prioritise the industries in which you want to target.

‍

Step 3: Build and prevent keyword overlap

Once you have your keywords and target industries you’re ready to build your campaigns.

‍

Make sure to add your industry terms as negative keywords in your generic non-brand campaigns.

‍

Otherwise you can have people seeing your generic ads for your industry terms.

‍

Hope you found this article helpful!

‍

Best of luck scaling your Google Ads campaigns for your SaaS.

‍

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 😂)

‍

Learning from the Pros

min Read

10 Tips to Align Your Content and Paid Media Strategy

Justin Simon

Read Article

Over the past decade, I’ve led content marketing for multiple B2B SaaS companies, and I’ve noticed a common problem:

‍

Content marketers and performance marketers rarely communicate.

‍

This leads to inconsistent targeting, positioning, and messaging, which ultimately leads to lackluster results.

‍

If you want to hit your revenue targets, your content and paid media strategies need to be part of the same equation, not completely separate entities.

‍

Below are my top 10 tips on how to get aligned with your content team.

‍

TABLE OF CONTENTS:

Tip #1: Don't Create "Ads"
Tip #2: Repurpose the content you already have
Tip #3: Use paid media to guarantee distribution
Tip #4: Have a clear POV
Tip #5: Make sure you have consistent messaging
Tip #6: Don't be afraid to be different
Tip #7: Leverage user-generated content
Tip #8: Share the right content for the right stage of the customer journey
Tip #9: Leverage retargeting
Tip #10: Be willing to adapt and change as you learn

Tip #1: Don’t Create “Ads”

‍

It’s easy to fall into the trap of researching the ads of your competitors and trying to mimic them. Or creating ads with a preconceived idea of what an ad should look like.

‍

But at this point, we’re all hardwired to scroll past the ads in our feed.

‍

Ironically, in order to stop the scroll, your ads have to blend in with other organic content.

‍

If you create great organic posts that are educational, memorable, and enjoyable, they’ll probably also perform well as ads.

Tip #2: Repurpose the content you already have

‍

Are there carousels, newsletters, or podcasts that have performed well for you in the past?

‍

Revisit this content.

‍

Why do you think it performed well? How can you remix it to extend its longevity?

‍

One caveat here: Just because something has performed well in the past doesn’t mean you should run it as an ad.

‍

For ads, I recommend repurposing the content that has performed well AND:

‍

Has a clear POV
Is consistent with your other content themes
Is related in some capacity to what your company does

‍

Otherwise, you may end up confusing your audience.

Tip #3: Use paid media to guarantee distribution

‍

We need to stop seeing paid media as something separate from content.

‍

Great ads are just incredible content with guaranteed distribution to the right people.

‍

If you’re running ads, make sure you’re constantly talking to the content marketers on your team to understand what’s working.

‍

What pieces of content are getting the most engagement, communicating important messages, or telling valuable stories?

‍

Is there an opportunity to put money behind this content?

‍

It’s hard to create winning ads if your team is working in silos.

Tip #4: Have a clear POV

‍

There are so many ads that feel and sound the same.

‍

Even if they're creative, they don’t feel different because they lack a unique POV.

‍

What’s the core idea that you want to communicate to your audience?

‍

How is your perspective or approach different from that of every other company?

‍

If you’re not communicating this, your audience will forget about you almost immediately.

‍

P.S. Don’t be afraid to have a slightly more controversial POV, as long as it makes sense for your brand. Sometimes, taking that risk is necessary in order to be memorable.

Tip #5: Make sure you have consistent messaging

‍

When it comes to messaging, you shouldn’t be throwing spaghetti at the wall.

‍

Instead, you should be repeating yourself constantly. Sharing your core message in different ways so that people can easily understand what you do.

‍

A lot of marketers are afraid of repeating themselves. But in order for you to be known, liked, and trusted at scale, repetition is essential.

‍

If you think of the brands that you trust, you’ve probably heard their core message millions of times, maybe without even realizing.

Tip #6: Don’t be afraid to be different

‍

In order to succeed, you need to be interesting, and do things that other companies aren’t doing.

‍

There’s so much noise these days.

‍

If you’re running ads, everybody else is.

‍

If you’re creating content, everybody else is.

‍

So, ask yourself, what can you do that’s different?

‍

Why should prospects pay attention to you instead of other companies in your space?

‍

Look at what everybody else is doing. Is there an opportunity for you to do the opposite?

‍

You have to be willing to take calculated risks in order to stand out.

Tip #7: Leverage user-generated content

‍

User-generated content is a powerful and underutilized tactic to build trust with your prospects.

‍

Do you have video testimonials or celebratory screenshots from your clients?

‍

This is great for both organic content and ads.

‍

Having testimonials from real people comes across as more authentic than the standard G2 reviews that everyone else uses.

‍

P.S. I know it can be nerve-wracking to ask for testimonials, but I’ve found that clients are usually happy to help – all you have to do is send a simple email or LinkedIn DM. And if you work at a larger org, you can talk to your customer advisory board, or ask your sales or CS team to make the ask.

Tip #8: Share the right content for the right stage of the customer journey

‍

A lot of companies make the mistake of promoting the same content to every single prospect, without considering what stage of the buyer’s journey they’re in.

‍

If someone’s already heard of your brand and interacted with your company multiple times, they’ll likely want to learn more about your product features, and may even be interested in a demo.

‍

But if someone has never heard of you before, they probably won’t be interested.

‍

If you’re targeting a completely cold audience, your priority should be to educate them about the problems you solve, not to generate conversions right away.

‍

The reality is – especially in B2B – the demos you get now are a product of the work you did 6 months ago.

‍

P.S. There are no shortcuts when it comes to building trust. Sure, you can use an intent provider and target people who are technically in-market, but typically, even those people need to see more content before requesting a demo.

Tip #9: Leverage retargeting

‍

By retargeting, I don’t mean offering a demo to every single person that has interacted with your brand.

‍

A lot of people in your retargeting audiences won’t be ready for a demo yet.

‍

But they might be interested in attending your event or joining your webinar. Or they might want to learn more about your product, hear from your thought leaders, see testimonials from similar companies, etc.

‍

What interactions have the people in your retargeting audience taken?

‍

Based on these actions, what type of content do you think they’d be most interested in seeing?

‍

It’s important to do this exercise to create a positive experience for your prospects.

‍

If all you do is offer demos they’ll get tired of you pretty quickly.

‍

Pro tip: Think of your retargeting audience as a newsletter that prospects didn’t opt into. Just like a newsletter, you need a mix of different content to grow the trust of your audience over time.

Tip #10: Be willing to adapt and change as you learn

‍

In both content and advertising, it’s important to create a strategy that’s firm but flexible.

‍

It’s great to have a general plan in place, but it shouldn’t be an immovable object.

‍

You have to be willing to adapt based on your audience’s response.

‍

Are there certain messages that are resonating more?

‍

Are there certain formats that are performing better?

‍

Are there certain audience segments that are expressing more interest in your product?

‍

Based on this feedback, you may have to modify your approach.

‍

Hope you found this article helpful!

Feel free to reach out on LinkedIn with any questions about content strategy or distribution.

‍

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.

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Learning from the Pros

min Read

10 Tips to Make LinkedIn Ads Work for B2B SaaS

Roman Krs

Read Article

Over the past few years, I’ve helped dozens of B2B SaaS companies develop their LinkedIn Ads strategy.

‍

Below, I’ll be sharing ten tips that I always give to my own clients, and that will significantly increase your chances of success with LinkedIn Ads 👇

‍

TABLE OF CONTENTS:

Tip #1: Research Your Customers
Tip #2: Define Your Targeting
Tip #3: Distribute Your Content
Tip #4: Repurpose Your Content
Tip #5: Test Lead Gen alongside ungated content
Tip #6: Capture Demand With Retargeting
Tip #7: Use Text and Spotlight Ads
Tip #8: Leverage your SMEs for thought leader ads
Tip #9: Set up the right tracking combination
Tip #10: Make a commitment of at least 6 months

Tip #1: Research Your Customers

‍

As a marketer, it can be challenging to fully understand your customers, especially since you’re not in direct contact with them.

‍

In order to gain a better understanding, it’s a great idea to watch 3-5 sales calls, recommended to you by the Head of Sales.

‍

Analyze how your sales team is presenting the product to make sure your messaging is aligned.

‍

In addition to this, you can pull transcripts and summaries from hundreds of calls and have ChatGPT develop a content matrix and empathy map for you, summarizing the top pain points of your prospects.

‍

Here is a templatized example of the outcome. ChatGPT can pull it out in this format based on the call summaries and give you a good foundation of commonalities for different prospects.

‍

Once you’ve identified the top pain points and topics with the help of ChatGPT, send them over to a few people on your sales team to validate them. It can be very subjective but can help you to ensure that you haven’t missed any important nuances.

Tip #2: Define Your Targeting

‍

Next, define your targeting.

‍

What job titles, job functions, industries, and company sizes do you want to target?

‍

Once you’ve drafted your audiences, you can share and refine with your stakeholders.

‍

To start out, you can use a simple targeting combination such as Job titles + Company Sizes + Industries.

‍

If your audience is too small using only job titles, you could substitute for Job Function + Seniority + Skills.

‍

A few additional notes:

‍

1. Make sure to check the audience insights section of LinkedIn Campaign Manager to find exclusions that you could potentially make. (video walkthrough)

‍

2. If you have multiple personas, make sure to separate them into different campaigns so you can tailor your messaging.

‍

3. There is no ideal audience size on LinkedIn Ads – small audiences of 10K can work well and larger audiences of 100K can also work well. Start by targeting your ideal customers, and you can expand over time.

‍

Recommendation: Use a validated company list for better targeting and reporting.

Tip #3: Distribute Your Content

‍

Once you’ve set up your audience, the next step is to distribute content towards them.

‍

I highly recommend optimizing your ads for in-feed consumption – talk about the problems you solve directly in your ad copy.

‍

This way, even if people don’t visit your landing page right away, they’ll still be learning about your company and can be retargeted later down the line with a more bottom of funnel offer.

‍

Videos are a particularly great format for delivering these in-feed messages, and they also allow you to generate large retargeting pools.

‍

When you run these ads, look at your impressions and views to make sure that you’re reaching your ICP. And check your engagement rate and dwell time metrics to ensure that the content is resonating.

‍

Don’t expect demos or trials right away – the goal of these ads is to start generating some initial interest.

Tip #4: Repurpose Your Content

‍

Do you have any great podcast or webinar clips related to your solution?

‍

Has anyone on your team created a product demo walkthrough recently?

‍

Do you have any customer testimonials from recent events?

‍

This type of content can be easily repurposed for ads, and is great for both generating and capturing demand.

‍

Before you start creating new content, look at the content that you already have.

Tip #5: Test Lead Gen alongside ungated content

‍

I know lead gen is an unpopular strategy, but it can be a great approach to run lead gen campaigns alongside ungated content.

‍

If you’re getting leads from incredible people within your ICP, you can show that to your stakeholders as proof that you’re reaching the right audience, and this can help you get approval to run more ungated content.

‍

I don’t recommend lead gen as a standalone tactic, but it can be a solid way to get some initial results and build your retargeting audiences, while also validating the quality of your targeting.

Tip #6: Capture Demand With Retargeting

‍

On LinkedIn, lead gen forms aren’t just for content like ebooks and whitepapers.

‍

They’re also great for capturing demo requests.

‍

The benefit of using lead gen forms is that people don’t have to leave the LinkedIn platform to request a demo, so it helps to simplify the process.

‍

To start, I recommend running these ads to your retargeting audience, since people who have already interacted with your brand are the most likely to convert.

‍

Also, when it comes to these demo campaigns, don’t be discouraged if you don’t see success right away.

‍

In order to succeed, you need to test different types of messaging, different content, and different creatives until you find the right formula.

‍

Another word of advice: Make sure you refresh the creatives in your retargeting audience at least once a month. Retargeting audiences tend to be small and have very high frequencies, so you may see signs of ad fatigue if you don’t refresh your creatives consistently.

Tip #7: Use Text and Spotlight Ads

‍

Text and spotlight ads are an amazing and affordable way to stay top of mind with your retargeting audiences.

‍

They’re very small and usually appear on the right side of the feed, and they get a ton of impressions but very few clicks.

‍

I recommend setting these ads up with the website visits objective, so that you only pay when someone actually clicks.

‍

Also, I recommend setting the lowest bid you can possibly set, along with a bid cap to avoid overpaying for clicks.

‍

Another format to consider are follower ads, which are very similar to spotlight ads, but intended to drive more company page followers. This format is great for your colder audiences, and can help funnel your ICP into your organic audience for a longer term nurture.

‍

You can use this template to draft the ad copy with ad specifications. You can also use dynamic macros in follower ads.

Tip #8: Leverage your SMEs for thought leader ads

‍

If you have a founder or subject matter expert that’s active on LinkedIn, consider running their posts as thought leader ads.

‍

Thought leader ads are great because:

‍

1. They have high CTRs and very low CPCs compared to other formats

2. They allow you to get high-performing organic content in front of your ICP

‍

Customer stories and educational content related to the problem you solve typically perform well as thought leader ads.

‍

I’d avoid overly promotional and generic, AI-generated content – you want to distribute content that’s memorable and valuable to your ICP.

‍

For more thought leader ad ideas, check out 14 Powerful LinkedIn Thought Leader Ad Strategies Worth Testing.

Tip #9: Set up the right tracking combination

‍

There is no perfect tracking combination, but you do have to make sure that you’re collecting enough data to understand what’s happening inside your account.

‍

First of all, you can track online conversions, like form submissions on your website. Then, you can also set up conversion API to have a deeper understanding of which campaigns are turning into pipeline and revenue.

‍

Also, make sure you’re using UTM parameters — it’s much easier now because LinkedIn has dynamic UTM parameters — and pushing them into your CRM for full visibility.

‍

And add “How did you hear about us” into your high-intent forms to capture additional insights about the sources that indirectly influence the prospects.

‍

Just by having these basics in place, you should already have a solid understanding of what’s happening inside your account.

‍

If you want even more insights on which campaigns and ads are influencing pipeline, you could use a tool like Fibbler to look at multi-touch attribution.

Tip #10: Make a commitment of at least 6 months

‍

If you’re going to get started with LinkedIn Ads, make sure you make a commitment of at least 6 months.

‍

Once you have your audience, targeting, messaging, and content ready to go, you need to decide what your game plan will be and how much budget you need.

‍

How much money will you need to generate awareness within your cold layer?

‍

How will your retargeting audiences expand over time?

‍

What metrics will you look at to determine initial success? Maybe reach and engagement as leading indicators, and conversions as a lagging indicator?

‍

Present a clear plan to your stakeholders so that they know what to expect and are on the same page. Also, emphasize that success won’t happen overnight, and that it takes time and patience to start seeing results.

‍

Hope you found this article helpful!

‍

Feel free to reach out on LinkedIn with any ad-related questions.

‍

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 levelling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

Learning from the Pros

min Read

10 B2B SaaS Copywriting Tips for Better Ad Performance

Eden Bidani

Read Article

I don’t need to be the one to tell you this, but B2B tech companies have it hard when it comes to getting their advertising to perform.

‍

They’ve got complicated products. And sophisticated audiences (who are all but totally allergic to buzzwords and fluff). And together, they make communicating your company or product’s value super hard.

‍

Having helped countless B2B companies over the past 9 years I’ve learned more than a thing or two about writing copy for these companies.

‍

And today I’m sharing with you my top 10 copywriting tips – tips you can use right away (literally, try them out after you finish reading this) to evaluate your existing ad campaigns and improve their performance, stat.

‍

TABLE OF CONTENTS

Tip #1: Sell The Click, Not The Product
Tip #2: Take Something Out Of Your Ad Instead Of Putting More In
Tip #3: Write First, Edit Later
Tip #4: Remember How People Interact With Ads
Tip #5: Use The Slippery Slope
Tip #6: Don’t Be Afraid to Try Long Copy
Tip #7: Try to Use Your Voice of Customer As Much As Possible
Tip #8: Clear Before Clever
Tip #9: Tie Benefits Back to Something Realistic
Tip #10: Make Sure Your Copy Passes the “So What” Test

‍

Tip #1: Sell The Click, Not The Product

The first tip is more of a mindset shift: remind yourself that your ad is selling the click, not the product (as a whole).

‍

Prospects don’t see your ad in isolation. They see it in the context of everything else that happens throughout their day, AND in the context of everything else they see on LinkedIn, Google, Facebook or whichever platform your ad is served to them. So unlike an ecom ad, the goal of your ad here is to build excitement and anticipation. You want your prospect to be inspired enough to click on the ad and go where they can learn more about what you have to offer.

‍

This still applies even if you’re providing a free trial, or something else that is free.

‍

Because if you have an average contract value of $50,000-$100,000/year your prospect is NOT going to click on your ad and buy right away.

‍

Instead focus on giving the prospect something – a tip, an idea, an emotional twinge – that will motivate them to click.

‍

This could be through:

‍

The messaging you use (make sure you’re talking about how you solve business problems, not just “hey our product is really cool”)
The type of call-to-action (CTA) (making sure it’s not too pushy for people who didn’t know you existed until now)
The visual in your ad creative (making sure it hits an emotional soft spot)

‍

Remember: You can always go into more depth on the landing page. But that won’t happen if your prospect doesn’t click through in the first place.

Tip #2: Take Something Out Of Your Ad Instead Of Putting More In

Focus on getting one really memorable takeaway across in your ad copy.

‍

Writing copy by committee is never a great strategy and it’s easy to end up with ads that are saying so many different things that the prospect won’t take away any one thing in particular.

‍

Let’s say your product’s main value propositions are: it’s fast, it’s easy to use, and it saves money.

‍

Instead of stuffing all of that information into the same ad, I would write 3 variations:

‍

Ad Variation 1: Fast
Ad Variation 2: Easy
Ad Variation 3: Saves Money

‍

Test each message separately so you can see which performs better AND so the prospect can remember your core value proposition.

‍

Pro tip: you can say the same message 1,000 different times or more by repurposing the way you communicate that message to the market through different creatives, ad types, and copy.

Tip #3: Write First, Edit Later

There are so many times when we sit down to try to write an ad and it’s really hard.

‍

First get all your thoughts, ideas, and concepts out in a document, then let it sit for a couple of hours, and finally go back to it with fresh eyes.

‍

If you just try to write it in one session it’s going to be messy and you’ll spend forever tweaking it.

‍

The idea is that you get to write a really stupid first draft. But you KNOW that it’s going to be bad. So that gives you the chance to get the bad ideas out to make way for the good stuff. Your goal is to come back later to edit and make it better.

‍

I’ve lost count of how many times my first line in the body copy becomes my headline or other parts of my copy shift places with each other because they’re better suited for a different part of the ad. But I’m only able to make these connections with fresh eyes.

‍

Pro tip: you can use ChatGPT for brainstorming but even still you need to let the copy sit. Give yourself time to process it so you can edit it and not just run with it at face value.

Tip #4: Remember How People Interact With Ads

Each element of your ad is a part of the puzzle.

‍

People will stop the scroll because the creative caught them. Then they'll look at the headline. Then they go up and read the body copy. And finally they go back down to the headline before clicking.

‍

The prospect's eyes are going all over the place which means you can’t afford to have copy that’s disjointed.

‍

The headline leads into the body copy and should support the creative. And the body copy should support the headline. All the elements have to work together.

‍

As Eugene Schwartz once said “copy is not written, it’s assembled".

‍

Treat each element of your ad with equal importance and make sure it makes sense when you look at it from the eyes of your prospect.

‍

stepping stones metaphor showing how users interact with your b2b saas ads from creative to click

‍

Pro tip: you can’t create ads in isolation, you need your designer and copywriter working together to ensure each variable in your ad works together (headline, body copy, creative).

Tip #5: Use The Slippery Slope

Your first line of copy should get the reader excited to read the second line. The second line should motivate the reader to read the third line. And so on. Direct marketer Joseph Sugarman calls this the “slippery slope”. It makes sure your ad is interesting to read and that the ideas inside it are easy to digest.

‍

The best way to check and test your messaging for clarity and word choice is to read it out loud.

‍

If you’re in the middle of a sentence and you paused for breath, you should place a period. That will help your sentences flow more naturally one into the other.

Tip #6: Don’t Be Afraid to Try Long Copy

I have a bone to pick with people who say “nobody reads online!” Because of course they don’t – if they don’t have something interesting to read.

‍

People binge on Netflix series, video games, novel trilogies, and more for hours in one go.

‍

When you have people's attention you can keep sharing with them new details. But you have to earn their attention, first. (Which won’t happen with clickbait.)

‍

What can you give them in your ad that will make them feel they got value from this interaction, no matter how fleeting it was?

Did they learn something new?
Did you make them feel something?
Did you make them think for a second?

If you can do at least one of those three things you’ll earn their attention.

‍

It’s hard to do this in 150 characters which is why long form copy is so powerful.

‍

Don’t be afraid to push up until that 600 character limit if needed.

‍

Long copy will also lead to a greater dwell time and provide so much more context and opportunity for you to build motivation so they have a reason to click through.

‍

The takeaway here is that people will read your long form ads if it’s interesting to them. But they won’t read even short copy if it’s terrible.

‍

Side note: When writing ad copy I create 2-3 variations for the headline and the body, usually testing out different lengths (short vs long).

‍

Here’s my simple but effective copywriting template I use in Google Docs:

‍

LinkedIn ads template | Eden Bidani

‍

Pro tip: it’s easy for ads to get stuck in the same creative loops, don’t forget to brainstorm new creative concepts to test.

Tip #7: Try to Use Your Voice of Customer As Much As Possible

If no one in the product marketing or CS team is interviewing your customers do this ASAP.

‍

Get on a call with them and ask them questions such as:

‍

How do you use the product?
What is the impact of your product?

‍

The goal here isn’t to get testimonials, it’s to understand how your customers talk.

‍

You’ll walk away knowing the benefits that matter to them and challenges.

‍

I’d also recommend talking with sales and asking them what are the top customer objections that prospects say and exactly how they describe it.

‍

Using the same words and language your customers use allows you to communicate in their voice.

‍

These insights are so powerful that not even ChatGPT can brainstorm this for you.

‍

For example I used to work with a company that created $700 work bags and I interviewed a customer that mentioned she used to carry around a “mom bag”.

‍

What did she mean by that? “A shapeless, old ugly bag.”

‍

That word “mom bag” is so unique and reflective of the voice of our customers that using that in our landing page copy instantly resonated and resulted in tremendous lifts in conversion rates.

‍

Five customer interviews can be all it takes.

Tip #8: Clear Before Clever

Jay Abraham once said sometimes the easiest way to sell a horse is to say “horse for sale”.

‍

You have a fleeting moment with your prospects engaging with your ads.

‍

So even if you have to use specific, complicated terms (for your sophisticated audience) you need to focus on making your copy as clear as possible.

‍

For example, try to simplify your language as much as possible. Yes, this might result in you using less voice of customer, or using a different brand tone of voice, and other elements of your messaging. But clear will always convert best.

‍

Consider the words you are using and find synonyms that imply the same meaning with less cognitive load.

‍

John Carlton refers to these as “power words” for example:

‍

Sometimes you want to say fast but you should be saying swift.

‍

Swift implies a very different connotation than fast.

‍

It’s a whole different level of sophistication above “fast” but it’s still a simple word.

‍

How would you say this same thing to a friend? Is a great frame to have.

‍

Remember to avoid complicated and overdone words like omnichannel 🤮

Tip #9: Tie Benefits Back to Something Realistic

Everyone LOVES to talk about benefits – think: “Grow your business!”, “Transform your workplace!", “Win more customers!”, or “Optimize your life…!” 🙄

‍

It’s not that it’s not true. They are. But they’re just so high-level and vague people struggle to grasp them. You need to tie them back to something tangible – something realistic that your prospects identify with. Otherwise, they just come off as fluff.

‍

So make sure the claims you make in your ads are specific. And even better, back up your claims by connecting them to a feature or capability of your product.

‍

Take the step to connect your benefits back to something realistic.

‍

Pro tip: even better than talking about how your benefits connect to something realistic, SHOW PROSPECTS HOW this happens with supporting images or videos.

Tip #10: Make Sure Your Copy Passes the “So What” Test

You should be totally skeptical about your copy (just like prospects will be).

‍

People aren’t stupid — even if they fall victim to clickbait they will bounce from your landing pages.

‍

Every time you look at your copy ask yourself so what? And pick it apart to see where it’s fluff.

‍

Sit back and look through to see where you’re missing proof points or what can be removed.

‍

You’ll be able to find all those tiny things that will throw people off reading your ads.

‍

At the end of the day your audience will look at the total sum of your ad (headline, body copy, creative) and if there are elements out of place such as:

‍

Run on sentences
Improper formatting
Typos and obvious errors

‍

All of these details will affect whether the audience feels they can trust you with their click.

‍

So what allows you a third person frame to find what looks off, and what can be stronger.

‍

Pro tip: search for free ad mockup software on Google to find tools you can use to see what your copy will look like to your audience within the platform you’re advertising.

‍

Hope you found this article helpful! 👏

‍Connect with me on LinkedIn and let’s keep the conversation going.

And if you’re in need of copywriting assistance check us out at CAPE Agency.

‍

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 levelling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

LinkedIn Ads

min Read

How to Create LinkedIn Audiences that Convert

Soroush Karimian

Read Article

Sometimes, LinkedIn Ads fail due to poor creatives, messaging, or offers.

‍

But many times — and in my experience, most of the time — the problem is actually the audience.

‍

If you aren’t reaching your ICP, it’s almost impossible to drive conversions.

‍

After running LinkedIn Ads for many hypergrowth startups, I’ve developed a methodology to ensure that I’m getting in front of the right people and minimizing wasted spend for my clients.

‍

I’ll be breaking down my entire process below 👇

‍

TABLE OF CONTENTS

Step 1: Define your ICP
Step 2: Brainstorm your targeting
Step 3: Draft your audiences in LinkedIn Campaign Manager
Step 4: Refine your audiences
Step 5: Adjust based on insights
Conclusion‍‍

`‍`‍Step 1: Define your ICP

‍

If you’re taking over a new account and don’t have any audiences yet, here’s where I recommend starting:

‍

1. Explore the website to get some initial ideas on the target job functions and industries of your personas.

‍

2. Talk to your clients. Are there certain industries, company sizes, job titles, or job functions that have historically driven more revenue?

‍

3. Listen to demo calls to gain a deeper understanding of a) what pain points their product solves and b) who resonates most with these pain points

‍Step 2: Brainstorm your targeting

‍

Once you have a strong understanding of your ICP, it’s time to look at the targeting options available within LinkedIn Ads.

‍

To do this, you can make a copy of this LinkedIn persona database sheet, which contains all the job titles and industries available within LinkedIn Campaign Manager.

‍

If you want to target IT professionals, for example, you can add the filter Text contains “Information Technology”, and you’ll find all 389 IT-related job titles that are available.

‍

Based on these results, you can determine exactly what job titles (or job function + seniority) you want to target.

‍

Also, by looking through the industries tab, you can define the industries you want to reach in your campaigns.

‍

Pro Tip: LinkedIn’s industry categorization can be a bit confusing. If you aren’t sure what industries you should be targeting, look up your best-fit customers on LinkedIn. What industries are they in? These are likely the ones you should be targeting.

Meme of Liam Neeson holding a phone with caption "You don't know who I am but I'm going to find your title and give you the solution to your problems," referencing precise LinkedIn Ads job title targeting

Step 3: Draft your audiences in LinkedIn Campaign Manager

‍

Once you have a solid understanding of your ICP and the job titles and industries you want to go after, you’re ready to go into LinkedIn Campaign Manager and create your audiences.

‍

Here’s how you do it:

‍

1. Navigate to the audiences tab, on the left hand side of LinkedIn Campaign Manager.

Screenshot of audiences tab in LinkedIn Campaign Manager

2. Go to “Saved”, and then click on “Create Audience”

Screenshot of create audience button under Saved Audiences in LinkedIn Campaign Manager

3. Click on “Edit” and input your targeting criteria.

Screenshot of a sample audience in LinkedIn Campaign Manager

4. Apply your targeting criteria (in the bottom right corner of your screen)

Screenshot highlighting how to apply changes to an audience in LinkedIn Campaign Manager

5. Save your audience so you can come back to it later. You can do this in the top right corner of your screen.

Screenshot explaining how to save an audience in LinkedIn Campaign Manager

‍

Here are the top 3 audiences that I’ve seen the most success with for capturing demand (feel free to steal or adapt to your company’s needs)

‍

1. Remarketing

90-day Website Visits + 90-day Video Views + 90-day Single Image Ad Interactions + 90-day Company Page Visitors + 90-day Content Lead Gen Form Submissions

AND

Target Locations

AND

Target Job Titles (Substitute for Job Function and Skills if audience is too small)

***Typically I like to go with a 90-day window, but you could go with a longer 180-day window if you have a longer sales cycle.

‍

2. Tier 1 & Tier 2 Accounts

Tier 1 & Tier 2 Account Lists

AND

Target Job Titles

AND

Target Company Size

AND

Target Locations

‍

3. Open opportunities

Companies in the open opportunity phase

AND

Target Job Titles

AND

Target Locations‍

Step 4: Refine your audiences

‍

Now that you’ve drafted your audience, you’re almost ready to launch, but not quite.

‍

Before going live, it’s important to refine your audiences by making exclusions.

‍

Otherwise, you’ll end up wasting money on irrelevant people.

‍

Here’s how you do it:

‍

1. Access the saved audience you already created

Screenshot explaining how to access your saved audiences in LinkedIn Campaign Manager

‍

2. Refine the Audience

‍

Look at the “Member” and “Company” sections of your audience for exclusion ideas.

‍

In the member tab, you can see what job titles, job functions, and seniorities you’re targeting.

‍

For example, if you’re aiming to target the IT job function and 21% of your audience consists of Engineering or Military, you might exclude these irrelevant functions.

Member Tab of Saved Audience in LinkedIn Campaign Manager

In the company tab, you can review what industries, company sizes, and companies you’re targeting.

‍

For example, if you’re aiming to target FinServ and realize that 13% of your audience is in Hospitals and Healthcare, you may want to exclude it from your targeting.

Company Tab of Saved Audience in LinkedIn Campaign Manager

Go through all available options in your saved audience and refine as much as possible.

‍

Once you’re happy with the exclusions you’ve made, you can add this audience to your campaigns.

‍

Here are the top exclusions that I typically make to avoid wasted spend (feel free to use as inspiration)

‍

1. Irrelevant Industries

2. Irrelevant job functions

3. Irrelevant seniorities

4. Up-to-date list of customers and competitors

5. Current employees

6. People who have visited the login or support pages

7. Poor fit titles (ie students, teachers, retired, interns, analysts)

8. Company sizes outside of ICP

9. People who have recently filled out demo forms

‍Step 5: Adjust based on insights

‍

After making exclusions and launching your campaigns, your work isn’t finished. In order to be successful with LinkedIn Ads, you need to continually check and adjust your targeting.

‍

To do this, make sure you look at your demographics report on a weekly basis.

‍

This can be found in the top right corner of LinkedIn Campaign Manager. To access it, simply select your campaign and click on “Demographics.”

How to access demographics report in LinkedIn Campaign Manager

Now, you’ll be able to see the job functions, job titles, companies, industries, seniorities, etc. that your campaigns are reaching.

Insights available in LinkedIn Campaign Manager Demographics Report

Company Industry Tab in LinkedIn Demographics Report

Job title tab in LinkedIn Demographics report

Look through all of these insights – are the people you’re reaching closely aligned with your intended targeting?

‍

Are there certain job titles, functions, companies, industries, etc. that you want to exclude?

‍

Doing this exercise may seem tedious or insignificant, but these small details are often the difference between success and failure. ‍

Conclusion

‍

To summarize, if you want to generate conversions on LinkedIn Ads:

‍

1. Make sure you get extremely clear on who you want to target.

‍

2. Consider testing proven targeting combinations, such as retargeting, tier 1 and tier 2 accounts, and open opportunities.

‍

3. Audit your audiences in LinkedIn Campaign Manager and make all the necessary exclusions to avoid wasted spend.

‍

4. After launch, consistently check your demographics report and adjust your audiences as needed.

‍

P.S. If you have any questions and would like to get in touch, feel free to send me a message on 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 😂)

YouTube Ads

min Read

How to get LinkedIn-like Targeting with YouTube Ads for B2B

Silvio Perez

Read Article

LinkedIn has hands down the BEST targeting options available for B2B marketers.

Which leads most brands to only advertising on LinkedIn and not much else for social.

If you’re looking for a new channel to scale ABM and/or reach your ideal customer.

In this article you’ll learn 3 YouTube Ads targeting methods worth testing 👇

‍

TABLE OF CONTENTS:

Targeting option 1: Steal from LinkedIn
Targeting option 2: Leverage tech
Targeting option 3: Build custom audiences

Targeting option 1: Steal from LinkedIn

‍

Let’s face it LinkedIn is the BEST for account-based targeting.

The first-party company data they have is unmatched and updated regularly.

This is why 99% of B2B marketers are forced to advertise on LinkedIn.

‍

If you’re pushing a ton of site traffic from LinkedIn Ads and confident in your audience targeting.

Steal that LinkedIn Ads traffic by remarketing to them on YouTube! 🔥

‍

‍

google ads remarketing audience builder interface

Or whatever your utm_source is for your LinkedIn Ad campaigns.

You can also further filter by utm_campaign if the size is large enough.

This way you’re getting in front of the same users on YouTube for a fraction of the cost.

Targeting option 2: Leverage tech

‍

Google allows you to upload contact lists for audience targeting.

These lists can include; existing customers, sales qualified leads, leads in nurture and so much more.

‍

As long as your matched lists exceed 100 in size you can use it for targeting or exclusion on YouTube.

Depending on your CRM (ex: Salesforce, HubSpot) there are different technologies you can use to automatically import contact lists into Google Ads for targeting.

‍

Some of those tools include:

‍

Hubspot <> Google Ads Integration

‍

If you’re a Hubspot user you’re in luck!

HubSpot makes it really easy to upload dynamic audiences to Google Ads via integration.

hubspot audience builder interface, offering segments like website visitors, contact list, company list, and lookalike for B2B ads audiences on LinkedIn, Google Ads, YouTube Ads and Facebook Ads

‍

Salesforce <> Google Ads Integration

‍

If you’re using Salesforce this also can be done via direct integration with Google Ads.

Simply link the two tools together via the Data Manager in your account.

‍

Zapier

‍

Using a CRM that doesn’t have a direct integration with Google Ads?

If you’re in this bucket, I highly recommend exploring Zapier to automate your contact list uploads.

‍

Zapier will act as the bridge between your CRM and Google Ads, here’s an example of how we automated contact lists imports from ActiveCampaign:

automation flow on zapier linking activecampaign and google ads to sync new contacts with customer lists and create b2b audiences to use on YouTube Ads

Targeting option 3: Build custom audiences

‍

Fun fact! Google owns YouTube, arguably the second largest search engine in the world.

The amount of behavioural data Google has is incomprehensible 🤯

Lucky for us we can take advantage of it with custom audiences.

‍

Custom audiences allow you target based on:

What they searched on Google: reach the same Google searchers on YouTube for a fraction of the cost.
Interests or purchase intention: reach people based on relevant keyword interests or in-market behaviour.
Websites browsed: add URLs to reach people who visit similar sites.
Apps used: target users who use certain Google Play Store apps.

‍

Here’s 3 ways to use custom audiences for B2B targeting:

‍

Brand keywords of your target accounts

google ads custom segment creation interface using keywords like Zoominfo, gong, mutiny and metadata as an example of a B2B audience that can be used with YouTube Ads campaigns

Company page & LinkedIn page URLs of your target accounts

google ads custom segment creation interface using the websites of Zoominfo, gong, mutiny and metadata as an example of a B2B audience that can be used with YouTube Ads campaigns

Google Play Apps of your target accounts (if applicable)

google ads custom segment creation interface using apps like okta verify, microsoft teams and slack as an example of a B2B audience that can be used with YouTube Ads campaigns

You can also target high-intent solution keywords, and competitor names.

The opportunities are truly endless in terms of the types of keywords you can target.

Start as specific as you can and expand based on your reach.

Hope you found this article helpful!

‍

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 😂)

‍

Learning from the Pros

min Read

10 Tips You Need to Know Before Hiring Your Next Ad Agency or Consultant

Bryttney Blanken

Read Article

Working with an advertising agency, freelancer, or consultant?

After the past 12 years working in-house I know what good and bad looks like.

In this article I’m going to share with you my hard lessons learned on working with these partners.

And if you’re an agency owner, freelancer, or consultant reading this (take notes!) 📝

These tips are bucketed into four parts: people, product, process, and results.

Let’s dive in!

‍

TABLE OF CONTENTS:

Tip #1: Be clear on your communication needs and expectations
Tip #2: Decide your meeting cadence
Tip #3: Get clear on who and what for your tools
Tip #4: Review your brand foundations
Tip #5: Make sure your extended team knows the audience targeting
Tip #6: Define your operational plumbing
Tip #7: Share your historical benchmarks
Tip #8: Be clear on your naming conventions
Tip #9: Have clear trackable goals
Tip #10: Set clear timelines and deliverables

‍

[process] Tip #1: Be clear on your communication needs and expectations

‍

You have to be upfront about this from the beginning.

Where and how often are the two key questions here:

Where will we be communicating? (ex: Slack)
How soon should you expect a response? (ex: within 24 hours)
How fast can I expect a certain task to be completed? (ex: 72 hours)

You need to tell your partners what you expect from them in terms of communication.

Steal this template:

This is equally as important for those of us managing clients as it allows you to more effectively prioritize your communications with clients and triage your day.

[process] Tip #2: Decide your meeting cadence

‍

This tip connects with the previous around framing expectations.

You have to get clear on how often you’re going to be meeting, is it weekly, bi-Weekly, monthly?

Communicate your expectations on how often you’ll meet and the options available.

By getting clear on your needs and how fast you want to get things done will allow you to answer this.

The best part about defined meeting cadences is that it allows you to hold people accountable.

It’s a forcing function that makes sure you’re getting what you need fast enough.

‍

My preferred meeting cadence:

‍

Within the first 6-weeks of working with a new agency or consultant you’ll want to ensure they are set up with:

Systems access
Clearly defined goals
Clarity on your ICP and audience

From here everything is addressed and you can move to a bi-weekly cadence.

Again this is my personal preference align according to your needs!

If you want some tips on how to run an effective meeting check out my LinkedIn post 🎉

[process] Tip #3: Get clear on who and what for your tools

‍

The last thing you want is for it to take four weeks for your agency to get plugged into your system.

Get your new partners access to your systems as fast as possible so they can begin adding value.

Build a document with a clear list of all the primary tools they’ll need access for and who to contact.

If the agency, consultant, or freelancer you’re onboarding already has clear documentation already on how you can provide them access to their primary tools this is a green flag! 🟢

If you can take the initiative to build an internal version of this document even better.

You know your marketing operations person's name, make sure they know as well.

The more people working together across teams the more important this becomes.

[product] Tip #4: Review your brand foundations

‍

Make sure your agency, freelancer, or consultant understands your brand.

Your brand foundations consists of:

What does your solution do?
What’s your unique value prop?
What’s your origin story?
Who are your competitors?
What’s your tone of voice?

Even better if your partners can sit in on a live demo (or at the minimum watch a recording).

If your partners don’t get sold on the unique value you provide they will never be able to make an impact with the campaigns they create for you (and red flag if they don’t want to know! 🔴).

[product] Tip #5: Make sure your extended team knows the audience targeting

‍

We touched on this on tip #4 but this is so important it deserves its own tip.

Audience targeting is the foundation of everything you’re going to be doing.

You need to be absolutely clear on:

Job titles
Job functions
Company size
Industries

Really, really, really hone in on this! 🙏

Make sure your extended teams knows this as well.

This is where your buyer persona comes into play, if you need help on how to craft one check out Module 2 of my B2B Advertising Foundations course where I show you how to piece it together.

Give them as much customer information as possible because they have to know this.

They need to know what good vs bad leads look like.

‍

Pro tip:

Automated Slack alert showcasing inbound lead details, emphasizing real-time notifications

[process] Tip #6: Define your operational plumbing

‍

You need to be specific on how things should be tracked.

The goal isn’t to just drive leads, it’s to scale legit qualified pipeline and revenue.

Work with your extended teams to map out your customer lifecycle operations.

‍

For example, they should be clear on:

Once someone fills out a form, now what?
How are leads being handed off to sales?
How is the team being notified on new leads?
How are they being followed up with?

‍

From here it’s piecing together the right UTM conventions for measurement, connecting forms in our marketing automation tools so be able to route appropriately.

Walk through all of these steps and the points in-between so things are tracked.

Take my word for it, defining this will save you a lot of headaches at the end of the quarter! 😅

[results] Tip #7: Share your historical benchmarks

‍

You need to first understand your historical benchmarks so you can share them.

Reverse engineer your funnel to understand your performance between steps.

This will look different for every company but here’s an example for sales led:

Meetings Booked
Meetings Completed
Opportunities
Pipeline
Revenue

Sales metrics funnel highlighting meetings booked, opportunities, and win rate, essential metrics to share with your new agency or consultant

Knowing the difference between steps is crucial to improve efficiency.

If your agency or consultant isn’t trying to reverse engineer your funnel that’s a red flag! 🔴

Share these historical benchmarks and hold them accountable.

[Process] Tip #8: Be clear on your naming conventions

‍

Your partners need to be able to jump inside your ad accounts and understand what’s happening.

The first step is making sure they are informed on your naming conventions.

Align on naming conventions for:

Forms
Campaigns
Creatives

And if you’re reading this and don’t have existing naming conventions, ask yourself:

What are the questions I’d like to answer from my campaigns?

For example, I want to know:

What’s my performance by region?
What’s my performance by campaign objective?
What’s my performance by ad?

Then use these answers to include them in your naming convention.

This is a really small in the weeds tactical step but worth sharing.

[results] Tip #9: Have clear trackable goals

‍

Determine the metrics that matter that your advertising partners should track and the frequency in which they should be reporting on these goals to you.

I personally like to report on these weekly to make sure everything is pacing appropriately.

This also allows you to pivot quickly when things start to go off track.

When determining the metrics that matter, also brainstorm your leading indicators.

Leading indicators are clear metrics that help you determine early signs of success.

For example, depending on your campaigns objective it might look a bit different:

Lead gen = qualified leads created
Awareness = engagement rate by ad type

Just choose something that can happen quickly within the first 7 days of a campaign going live and is a relevant milestone that will ultimately lead to your end goal.

‍

🟢 An early and specific goal is better than no goal at all.

‍

Without this clarity you or your partners won’t be able to prioritize what needs to be done.

If you’re struggling with deciding on your goals go back to tip #7 and understand your benchmarks.

[results] Tip #10: Set clear timelines and deliverables

‍

Defining the success metrics that matter and the roadmap to get there is CRUCIAL.

You have to be clear upfront timelines for both parties or it’s going to get squirrely 🐿😅

If it’s not defined upfront as you go things will go sideways.

‍

Communicate to your agency, consultant, or freelancer:

Here’s what we expect from month 1, 2, and so on…

You’re hiring these experts to come in and solve a specific problem.

‍

The goal is to hold your partner accountable to the outcome and not tasks.

This keeps you focused on the things that matter (ex: funnel optimization, benchmarks, goals).

I hope you found these 10 tips helpful and the best of luck in your future partnerships! ♥️

‍

Connect with me on LinkedIn, and let’s keep the conversation going.

You can also visit my website here for more valuable content.

‍

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: