Blueprint

How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)

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Silvio Perez

Founder @AdConversion

With long sales cycles staying top of mind is half the battle when it comes to B2B.

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In this blueprint you’ll learn how to build a multichannel B2B retargeting strategy across:

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LinkedIn
Meta (Facebook & Instagram)
X (Twitter)
& YouTube

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So you can stay omnipresent and convert users across channels.

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I know you’re going to love it, let’s get started! ❤️

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TABLE OF CONTENTS

Recommended Channels
Step 1: Confirm Your Remarketing Pixels are Installed
Step 2: Create all possible retargeting segments by time frame
Step 3: Adjust targeting and exclusion parameters
Step 4: Align on retargeting content and offers
Step 5: Build all Relevant Retargeting Campaigns
B2B Retargeting FAQ
Launch Checklist
Conclusion & Free Courses

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Diagram of multichannel B2B retargeting strategy showing content distribution through Facebook, Instagram, YouTube, LinkedIn, Twitter.

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Recommended Channels:

LinkedIn Ads
Meta (Facebook & Instagram)
X (Twitter)
YouTube

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Minimum Budget:

$1,000/month (for 1 channel)

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Recommended Targeting:

Channel	Remarketing Audience	Timeframe
LinkedIn Ads	All website visitors All company page visitors All document interactions All past event attendees All lead gen form opens and submits All single-image ad interactions All 25-97% video viewers All pricing, demo, trial & case study visits All meeting no-shows All closed lost contacts	30, 90, 180 days
Meta (Facebook & Instagram)	All website visitors All Facebook page visitors All Instagram page visitors All past event attendees All lead gen form opens and submits All 25-95% video viewers All pricing, demo, trial & case study visits All meeting no-shows All closed lost contacts	30, 90, 180 days
X (Twitter)	All website visitors All 50-100% video viewers People who saw your tweets Followers of your X (Twitter) profile All pricing, demo, trial & case study visits	All time (Can't segment timeframe for X)
YouTube	All website visitors All YouTube video viewers All YouTube subscribers All pricing, demo, trial & case study visits	30, 90, 180 days

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Step 1: Confirm Your Remarketing Pixels are Installed

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This is a mandatory first step, and something that needs to be done first.

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These pixels are how the ad platforms are able to track users activity and provide you the ability to remarket them with various campaigns and offers.

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Even if you’re not planning to advertise soon on any channels, I HIGHLY recommend creating a free ad account and installing that platform pixel on your site to start building your remarketing pool.

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Here’s what this will look like for each channel.

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How to Install the LinkedIn Ads Pixel In 4 Steps

Create a free LinkedIn Ads account
Navigate to the “Analyze” → “Insight Tag” section
Choose how to install your tag (recommend Google Tag Manager aka GTM)
In Google Tag Manager, create a new tag type with LinkedIn Insight and fire on all pages

LinkedIn Insight Tag setup screen for tracking user behavior in a multichannel B2B retargeting strategy. — (Image: example installing LinkedIn Insight tag in Google Tag Manager)

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How to Install the Meta (Facebook & Instagram) Ads Pixel In 6 Steps

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Create a free Facebook Ads account
In the Ads Manager navigate to “Events Manager” → “Connect Data Sources”
Connect “Web” as a new data source and name your pixel (ex: Meta Pixel)
Select your new pixel under “Data Sources” and navigate to “Overview” → “Setup Pixel”
Choose how to install your pixel (recommend Google Tag Manager aka GTM)
In Google Tag Manager, create a new tag type with Custom HTML and fire on all pages

Meta Pixel configuration in Google Tag Manager for monitoring B2B retargeting across Facebook — (Image: example installing Meta Pixel in Google Tag Manager)

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How to Install the X (Twitter) Ads Pixel In 4 Steps

Create a free X (Twitter) Ads account
In the Ads Manager navigate to “Events Manager” → “Add Event Source”
Install with “Pixel code” and allow 1st-party cookies
In Google Tag Manager, create a new tag type with Custom HTM and fire on all pages

Twitter conversion tracking setup in Google Tag Manager for a multichannel B2B retargeting strategy — (Image: example installing Twitter Pixel in Google Tag Manager)

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How to Install the Google Ads Pixel In 5 Steps

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By installing the Google Ads pixel you’ll be able to remarket to website visitors on YouTube because Google owns YouTube and all campaigns are created in the same ads manager.

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Create a free Google Ads account
In the Ads Manager navigate to “Audience Manager” → “Your Data Sources”
Select “Google Ads Tag” → “Edit Source”
Select “Tag Setup” recommend “Use Google Tag Manager” and copy your ID
In Google Tag Manager, create a Google Ads Remarketing tag and fire on all pages

Google Ads Remarketing tag configuration screen in Google Tag Manager displaying setup for retargeting campaigns on Google Ads. — (Image: example installing Google Ads Pixel in Google Tag Manager)

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Once complete, confirm all pixels are installed correctly on your website with GTM Preview:

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Tag firing overview with multiple analytics tools used in a multichannel B2B retargeting strategy — (Image: example debugging tags with Google Tag Manager preview)

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Remarketing audience size requirements for Meta, YouTube, LinkedIn & X (Twitter)

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Meta (Facebook & Instagram) = 1,000 audience members
YouTube = 100 audience members
LinkedIn = 300 audience members
X (Twitter) = 100 audience members

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Now that you’ve installed all the pixels for the platforms you’re interested in you’ll need to allow the pixels time to build your cookie pool to meet audience minimums.

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I’ve seen it take 7-30+ days depending on monthly engagement or traffic volumes for the retargeting segment you’re trying to build (ex: website visits, video views, post engagement, etc..).

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Step 2: Create all possible retargeting segments by time frame.

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Once your remarketing audience has met minimums it’s time to build your segments.

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This step will vary depending on how large your retargeting audience is.

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In a perfect world we’ll want to create retargeting segments for the following timeframes:

Timeframe	Assumption
0 - 30 days	Most likely to convert and engage since they’ve recently engaged with your brand.
31 - 90 days	Second likely to convert and engage since they’ve engaged with your brand in the past.
90 - 180 days	Least likely to convert and engage since they haven’t engaged with your brand for a while.

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The advantage of creating retargeting segments by time frame is:

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✅ Easily see which cohort performs best

✅ Allocate more budget to the top performing time frame

✅ Align offers and messaging accordingly

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Watch this video to better understand the thought process behind leveraging different remarketing segments by timeframes:

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In addition to testing timeframes we want to combine as many relevant remarketing segments together in each cohort so we can scale up our overall audience size (more on this in Step 4).

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Depending on the channel you’re advertising on, the available remarketing segments will vary.

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Here are my go to choices for each channel below.

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Top 9 Meta (Facebook & Instagram) Ads retargeting segments:

	Segment	Timeframe	Description
1	All website visitors	30, 90, 180 days	Anyone that has visited your website.
2	All Facebook page visitors	30, 90, 180 days	Anyone that has visited your Facebook company page.
3	All Instagram account visits	30, 90, 180 days	Anyone that has visited your Instagram company page.
4	All past event attendees	30, 90, 180 days	Anyone that has RSVP’d for your past Meta events.
5	All lead gen form opens and submits	30, 90, 180 days	Anyone that has opened or submitted your lead forms.
6	All 25-95% video viewers	30, 90, 180 days	Anyone that has watched 25-95% of your video ads.
7	All pricing, demo, trial, and case study bouncers	30 days	Anyone that has viewed your intent pages and left.
8	All meeting no-shows	30 days	Anyone that booked a meeting and didn’t attend.
9	All closed lost opportunities	90, 180 days	Any contacts from lost deals.

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Top 5 X (Twitter) Ads retargeting segments:

	Segment	Timeframe	Description
1	All website visitors	All time (Can’t segment timeframe for X)	Anyone that has visited your website.
2	All 50-100% video viewers	All time (Can’t segment timeframe for X)	Anyone that has watched 50-100% of your video ads.
3	People who saw your tweets	All time (Can’t segment timeframe for X)	Anyone that has seen your tweets organic or paid.
4	Followers of your X (Twitter) profile	All time (Can’t segment timeframe for X)	Anyone that follows your X (Twitter) profile.
5	All pricing, demo, trial, and case study bouncers	All time (Can’t segment timeframe for X)	Anyone that has viewed your intent pages and left.

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Top 4 YouTube Ads retargeting segments:

	Segment	Timeframe	Description
1	All website visitors	30, 90, 180 days	Anyone that has visited your website.
2	All YouTube video viewers	30, 90, 180 days	Anyone that has watched 50-100% of your videos.
3	All YouTube subscribers	30, 90, 180 days	Anyone that has subscribed to your YouTube channel.
4	All pricing, demo, trial & case study bouncers	30 days	Anyone that has viewed your intent pages and left.

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Depending on your audience sizes you might not be able to use shorter timeframes.

If that’s the case, default to the next longest one:

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For example:

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❌30 days < 1,000 audience size? Try 90 days

❌90 days < 1,000 audience size? Try 180 days

❌180 days < 1,000 audience size? Hold off on remarketing until your audience sizes build

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Build out each relevant remarketing combination for the channels you want to advertise on.

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Step 3: Adjust targeting and exclusion parameters.

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Equally important to who you’re targeting is who you exclude.

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With all your retargeting segments created it’s clear who you’re going to target.

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Now it’s time to get clear on who you’ll exclude for each cohort (e.g. 30, 90, 180 days).

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Exclusion audiences allow you to remove users who aren’t a good fit for your targeting.

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Here’s my go-to exclusions by channel.

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	Exclusions	Description
1	All thank you page visits	Anyone that visited your form thank you page.
2	All lead gen form submits	Anyone that has submitted your lead forms.
3	All existing customers	Any contacts of existing customers.
4	All competitors	Anyone that works at your competitors' companies.
5	All partners	Any existing partners that shouldn’t be included.
6	Poor fit titles or job functions	Anyone who works in roles you don’t support.
7	Irrelevant company sizes	Anyone that works at orgs with employee counts.
8	Lookalike of disqualified leads	Anyone similar to your disqualified leads.

Top 9 Meta (Facebook & Instagram) Ads Exclusion Audiences:

	Exclusions	Description
1	Age ranges < 21	Anyone that isn’t older than 21 years old.
2	All thank you page visits	Anyone that visited your form thank you page.
3	All lead gen form submits	Anyone that has submitted your lead forms.
4	All existing customers	Any contacts of existing customers.
5	All competitors	Anyone that works at your competitors' companies.
6	All partners	Any existing partners that shouldn’t be included.
7	Poor fit titles	Anyone who works in roles you don’t support.
8	Irrelevant industries	Anyone that works in industries you don’t support.
9	Lookalike of disqualified leads	Anyone similar to your disqualified leads.

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Top 6 X (Twitter) Ads Exclusion Audiences:

	Exclusions	Description
1	Age ranges < 21	Anyone that isn’t older than 21 years old.
2	All thank you page visits	Anyone that visited your form thank you page.
3	All brand unsafe keywords	Any content keywords you don’t want to show for.
4	All brand unsafe handles	Any profile content you don’t want to show for.
5	All existing customers	Any contacts of existing customers.
6	Lookalike of disqualified leads	Anyone similar to your disqualified leads.

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Top 6 YouTube Ads Exclusion Audiences:

	Exclusions	Description
1	Age ranges < 25	Anyone that isn’t older than 25 years old.
2	All thank you page visits	Anyone that visited your form thank you page.
3	All existing customers	Any contacts of existing customers.
4	Kids YouTube channels	Any YouTube channels for children.
5	Music YouTube channels	Any YouTube channels hosting music videos.
6	Foreign YouTube channels	Any YouTube channels outside your language.

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Feel free to remove and add the exclusions that make sense for your business and who you’re ultimately trying to reach with your retargeting campaigns.

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By no means should you only use the ones I outlined above, some will make sense others won’t.

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Once you’re clear on who you’ll exclude it’s time to align on content and offers.

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Step 4: Align on retargeting content and offers.

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Now that you’re clear on who you’ll target and exclude for each cohort. Let’s chat about what content and offers you’ll want to show them.

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First things first, don’t make the mistake of only showing offers to people in your remarketing audience. This is the equivalent of following someone all day asking them to buy something.

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This is what Corporate Bro has to say about that 😂

Meme of a stressed person at a desk symbolizing the challenges of managing a multichannel B2B retargeting strategy.

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Recommended B2B Remarketing Budget Allocation:

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Avoid leaving a bad impression and potentially hurting your brand by also adding content in the mix.

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50% of your remarketing budget should go towards adding value to your audience, and 50% goes towards asking them to convert on something (ex: Demo, Trial, Event, etc…)

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Pie chart showing ideal budget allocation with 50% content and 50% offers for multichannel B2B retargeting

With this budget allocation you’re rotating offers and content equally to your remarketing cohorts (e.g. 30, 90, 180 days) and letting the users decide which asset they're interested in.

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Which leads us to common remarketing mistakes you’ll want to avoid.

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4 Common Mistakes to Avoid with Retargeting:

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1. Only promoting offers

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Avoid a pitch fest and split your remarketing budget 50/50 between content and offers as outlined above.

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2. Retargeting on assumption instead of action

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Don’t create these crazy retargeting flows where someone must do X then Y and finally you’ll give them Z. This kills your retargeting audience size and you’re assuming that you’ll be correct 3/3 times (idk about you but I’m not great at guessing).

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Instead show them everything equally (content and offers) and then once they decide to click on an ad, watch a video etc… you can now create unique campaigns to remarket off that activity (now you’re no longer assuming they are interested).

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3. Not using all available retargeting segments

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Don’t rely on 1 segment alone like a website visitor segment. Instead combine multiple segments together with an OR statement in the same timeframe to scale up your overall retargeting audience so you have more flexibility to layer filters.

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4. Failing to refresh creative to offset fatigue

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There’s nothing worse than seeing the same ad 1,000 times. This can be easily avoided by creating a workflow to refresh your creatives on a monthly basis.

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Just changing the creatives for the same offers and content will create a new experience for users and help offset ad fatigue.

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Watch this video to learn more about how to monitor and overcome ad fatigue:

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When we talk about remarketing content and offers equally – what exactly does that mean?

White papers?
Webinars?
Tutorials?
Demos?
Trials?

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The list goes on, and on…

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There are 1,000s of offers and content you could potentially promote.

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To help simplify and conceptualize this, here are 4 useful remarketing buckets inspired by Canberk Beker, Global Head of Paid Media at Cognism from episode 2 of Behind the Ads.

Recommended Remarketing Buckets by Timeframe:

	Asset	Timeframe	Description
1	Product Marketing	30 , 90	Content that focuses on promoting the capabilities of your product.
2	Social Proof	30 , 90	Content that promotes your product through others' words and results.
3	Thought Leadership	90, 180	Content that educates your target audience and positions you as an expert.
4	Offers	30, 90	Any other type of ad where you’re asking your target audience to convert.

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B2B Retargeting Ad Examples:

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Product Marketing

(Content that focuses on promoting the capabilities of your product)

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Social Proof

(Leveraging others words and results in our ads)

AdConversion LinkedIn ad promoting a free course on mastering B2B advertising. — (Image: example of a social proof ad)

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Thought Leadership

(Content that educates your target audience and positions you as an expert)

LinkedIn Thought Leader ad example discussing the importance of mobile optimization for LinkedIn Ads — (Image: example of a thought leadership ad)

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Offers

(Any other type of ad where you’re asking your target audience to convert)

AdConversion LinkedIn post promoting free B2B advertising courses with free templates and resources — (Image: example of an offer ad)

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Armed with your content and offers by time frame there’s one last step to do.

Step 5: Build all Relevant Retargeting Campaigns.

After going through steps 1-4 you should be clear on:

Which channels you’re going to advertise on
What retargeting segments you’ll leverage
Which exclusion audiences you’ll block
What content/offers you’ll showcase

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Let’s wrap up with how these campaigns should be built.

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B2B Retargeting Campaign Structure:

Here’s what the retargeting campaign structure will look like at 10,000 feet:

B2B remarketing blueprint with retargeting segments over 30, 90, 180 days using LinkedIn, Meta, YouTube, and Twitter.

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Couple of important call outs:

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Every campaign has its own unique timeframe and retargeting bucket.

‍This makes pacing, optimization, and reporting really easy.

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‍All retargeting segments within the same timeframe are grouped together as an OR.‍

This allows you to scale your retargeting audience size overall within the cohort.

Combine segments together with OR not AND.

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Naming conventions are clear and consistent from the campaign to ad level. ‍

This allows you to easily find your campaigns and reporting on performance.

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Here’s how to build these campaigns out for each channel.

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How to Build LinkedIn Retargeting Campaigns:

Make sure to disable Audience Expansion and the LinkedIn Audience Network for all LinkedIn retargeting cohort campaigns.

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LinkedIn Ads manager interface option to turn off audience expansion for a precise B2B retargeting strategy.

LinkedIn ad placement settings suggesting to disable LinkedIn Audience Network for targeted B2B retargeting.

This will prevent LinkedIn from serving your ads to people not in your retargeting audiences and outside of the LinkedIn platform.

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Create the following campaigns in the LinkedIn Ads campaign manager across whichever timeframes are applicable for your account:

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Cohort #1: 30-Day LinkedIn Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (30D) | Image | Awareness
EX: USA | Demo | Remarketing (30D) | Video | Conversions
EX: USA | Social Proof | Remarketing (30D) | Carousel | Engagement

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Recommended Objectives:

Content focus = Brand Awareness, Engagement, Video Views
Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible):

All website visitors (30D)
All company page visitors (30D)
All document interactions (30D)
All past event attendees (30D)
All lead gen form opens and submits (30D)
All single-image ad interactions (30D)
All 25-97% video viewers (30D)
All closed lost contacts (30D)

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Recommended Bid Strategies:

Content focus = Maximize delivery
Conversion focus = Manual CPC

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial)

List of USA-sponsored LinkedIn Ads campaigns focused on remarketing with various formats like video, image and carousel for B2B retargeting. — (Image: Example of 30D remarketing campaigns built in LinkedIn)

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Cohort #2: 90-Day LinkedIn Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (90D) | Image | Awareness
EX: USA | Demo | Remarketing (90D) | Video | Conversions
EX: USA | Social Proof | Remarketing (90D) | Carousel | Engagement
EX: USA | Thought Leadership | Remarketing (90D) | Image | Awareness

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Recommended Objectives:

Content focus = Brand Awareness, Engagement, Video Views
Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible):

All website visitors (90D)
All company page visitors (90D)
All document interactions (90D)
All past event attendees (90D)
All lead gen form opens and submits (90D)
All single-image ad interactions (90D)
All 25-97% video viewers (90D)
All closed lost contacts (90D)

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Recommended Bid Strategies:

Content focus = Maximize delivery
Conversion focus = Manual CPC

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

Overview of LinkedIn Ads B2B remarketing campaigns over 90 days featuring thought leadership, social proof, and demos — (Image: Example of 90D remarketing campaigns built in LinkedIn)

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Cohort #3: 180-Day LinkedIn Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (180D) | Image | Awareness
EX: USA | Demo | Remarketing (180D) | Video | Conversions
EX: USA | Social Proof | Remarketing (180D) | Carousel | Engagement
EX: USA | Thought Leadership | Remarketing (180D) | Image | Awareness

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Recommended Objectives:

Content focus = Brand Awareness, Engagement, Video Views
Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible):

All website visitors (180D)
All company page visitors (180D)
All document interactions (180D)
All past event attendees (180D)
All lead gen form opens and submits (180D)
All single-image ad interactions (180D)
All 25-97% video viewers (180D)
All closed lost contacts (180D)

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Recommended Bid Strategies:

Content focus = Maximize delivery
Conversion focus = Manual CPC

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

List of LinkedIn Ads B2B remarketing campaigns for 180 days including video conversions and thought leadership content for retargeting. — (Image: Example of 180D remarketing campaigns built in LinkedIn)

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Optional: 30-Day LinkedIn Offer Bouncers Campaign

If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.

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Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}

EX: USA | Demo | Demo Page Bouncers (30D) | Conversation | Lead Gen

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Recommended Objectives:

Conversion focus = Lead Generation or Conversion

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences (layer titles or function if possible):

All pricing, demo, trial, and case study bouncers
All meeting no-shows

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Recommended Bid Strategies:

Conversion focus = Manual CPC

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Ads: Offers

Details of a LinkedIn conversation ad campaign aimed at demo page bouncers for lead generation in a B2B retargeting strategy. — (Image: Example of 30D offer bouncer campaigns built in LinkedIn)

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How to Build Meta (Facebook & Instagram) Retargeting Campaigns:

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Highly recommend selecting manual placements of feeds and stories for Facebook & Instagram with creative in the correct dimensions to prevent your ads from appearing in the wrong formats.

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Also don’t recommend delivering on the Audience Network or Video Feeds based on our past results, and make sure to not to run on Reels unless you have unique creative for that placement.

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Always make sure your creative matches the placement it appears for.

Ad placement interface on Meta showing Facebook and Instagram feeds, optimized for multichannel B2B retargeting strategy. — (Image: Example of selecting manual placements in Meta)

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Create the following campaigns in the Meta Ads campaign manager across whichever timeframes are applicable for your account:

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Cohort #1: 30-Day Meta Retargeting

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‍Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (30D) | Image | Awareness
EX: USA | Demo | Remarketing (30D) | Video | Sales
EX: USA | Social Proof | Remarketing (30D) | Carousel | Traffic

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Recommended Objectives:

Content focus = Awareness, Traffic, Engagement
Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences:

All website visitors (30D)
All Facebook page visitors (30D)
All Instagram page visitors (30D)
All past event attendees (30D)
All lead gen form opens and submits (30D)
All 25-95% video viewers (30D)
All closed lost contacts (30D)

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Recommended Bid Strategies:

Content focus = Maximize reach of ads, link clicks, engagement, or views
Conversion focus = Maximize number of conversions or leads

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‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial)

Facebook Ads Manager campaign overview listing social proof and demo-focused remarketing strategies for traffic and sales in B2B retargeting — (Image: Example of 30D remarketing campaigns built in Meta)

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Cohort #2: 90-Day Meta Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (90D) | Image | Awareness
EX: USA | Demo | Remarketing (90D) | Video | Sales
EX: USA | Social Proof | Remarketing (90D) | Carousel | Traffic
EX: USA | Thought Leadership | Remarketing (90D) | Image | Engagement

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Recommended Objectives:

Content focus = Awareness, Traffic, Engagement
Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences:

All website visitors (90D)
All Facebook page visitors (90D)
All Instagram page visitors (90D)
All past event attendees (90D)
All lead gen form opens and submits (90D)
All 25-95% video viewers (90D)
All closed lost contacts (90D)

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Recommended Bid Strategies:

Content focus = Maximize reach of ads, link clicks, engagement, or views
Conversion focus = Maximize number of conversions or leads

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Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

Facebook ads Campaign list for a B2B retargeting strategy, highlighting thought leadership, social proof, and demo ads — (Image: Example of 90D remarketing campaigns built in Meta)

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Cohort #3: 180-Day Meta Retargeting

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Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (180D) | Image | Awareness
EX: USA | Demo | Remarketing (180D) | Video | Sales
EX: USA | Social Proof | Remarketing (180D) | Carousel | Traffic
EX: USA | Thought Leadership | Remarketing (180D) | Image | Engagement

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Recommended Objectives:

Content focus = Awareness, Traffic, Engagement
Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences:

All website visitors (180D)
All Facebook page visitors (180D)
All Instagram page visitors (180D)
All past event attendees (180D)
All lead gen form opens and submits (180D)
All 25-95% video viewers (180D)
All closed lost contacts (180D)

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Recommended Bid Strategies:

Content focus = Maximize reach of ads, link clicks, engagement, or views
Conversion focus = Maximize number of conversions or leads

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Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

Detailed facebook ads campaign breakdown for 180-day B2B retargeting strategy, showcasing various ad formats like image, video and carousel. — (Image: Example of 180D remarketing campaigns built in Meta)

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Optional: 30-Day Meta Offer Bouncers Campaign

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If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.

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Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}

EX: USA | Demo | Demo Page Bouncers (30D) | Image | Leads

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Recommended Objectives:

Conversion focus = Leads or Sales

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Recommended Daily Budget: $25-$100/day

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Recommended Audiences:

All pricing, demo, trial, and case study bouncers
All meeting no-shows

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Recommended Bid Strategies:

Conversion focus = Maximize number of conversions or leads

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‍Ads: Offers

Summary of Facebook Ads B2B retargeting campaign focusing on demo page bouncers with lead generation goals over 30 days. — (Image: Example of 30D offer bouncer campaigns built in Meta)

‍

How to Build X (Twitter) Retargeting Campaigns:

‍

With X (Twitter) we don’t have the ability to filter by time frame so we’ll create the following campaigns in the ads manager:

‍

Cohort #1: All Time (Twitter) Retargeting

‍

Campaign Name: {Location} | {Offer} | Remarketing (All Time) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (All Time) | Image | Reach
EX: USA | Demo | Remarketing (All Time) | Video | Conversions
EX: USA | Social Proof | Remarketing (All Time) | Carousel | Engagement
EX: USA | Thought Leadership | Remarketing (All Time) | Image | Reach

‍

Recommended Objectives:

Content focus = Reach, Video Views, Engagement, Website Traffic
Conversion focus = Conversions or Keywords

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences:

All website visitors (All Time)
All 50-100% video viewers (All Time)
People who saw your tweets (All Time)
Followers of your X (Twitter) profile (All Time)

‍

Recommended Bid Strategies:

Content or conversion focus = Autobid

‍

‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

‍

Campaign summary for a Twitter Ads B2B retargeting strategy including thought leadership, social proof, and conversions. — (Image: Example of all time remarketing campaigns built in X)

‍

Optional: All Time X (Twitter) Offer Bouncers Campaign

‍

If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing.

‍

Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (All Time) | {Ad Type} | {Objective}

EX: USA | Demo | Demo Page Bouncers (All Time) | Image | Conversions

‍

Recommended Objectives:

Conversion focus = Conversions or Keywords

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences:

All pricing, demo, trial, and case study bouncers
All meeting no-shows

‍

Recommended Bid Strategies:

Content or conversion focus = Autobid

‍

Ads: Offers

Detailed campaign overview for a Twitter Ad campaign targeting demo page bouncers with conversion focus ads, part of B2B retargeting strategy. — (Image: Example of all time offer bouncer remarketing campaigns built in X)

‍

How to Build YouTube Retargeting Campaigns:

Create the following campaigns in the YouTube Ads campaign manager across whichever timeframes are applicable for your account:

‍

Cohort #1: 30-Day YouTube Retargeting

‍

Campaign Name: {Location} | {Offer} | Remarketing (30D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (30D) | In-Stream | Views
EX: USA | Demo | Remarketing (30D) | In-Stream | Conversions
EX: USA | Social Proof | Remarketing (30D) | In-Stream | Views

‍

Recommended Objectives:

Content focus = Get views
Conversion focus = Drive conversions

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences:

All website visitors (30D)
All YouTube video viewers (30D)
All YouTube subscribers (30D)

‍

Recommended Bid Strategies:

Content focus = Max CPV
Conversion focus = Maximize conversions

‍

‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial)

YouTube Ads in-stream video campaign list for 30-day B2B retargeting strategy with product marketing content and social proof — (Image: Example of 30D YouTube remarketing campaigns built in Google Ads)

‍

Cohort #2: 90-Day YouTube Retargeting

‍

Campaign Name: {Location} | {Offer} | Remarketing (90D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (90D) | In-Stream | Views
EX: USA | Demo | Remarketing (90D) | In-Stream | Conversions
EX: USA | Social Proof | Remarketing (90D) | In-Stream | Views
EX: USA | Thought Leadership | Remarketing (90D) | In-Stream | Views

‍

Recommended Objectives:

Content focus = Get views
Conversion focus = Drive conversions

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences:

All website visitors (90D)
All YouTube video viewers (90D)
All YouTube subscribers (90D)

‍

Recommended Bid Strategies:

Content focus = Max CPV
Conversion focus = Maximize conversions

‍

‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

90-day in-stream YouTube Ads video campaign overview for a B2B retargeting strategy focusing on conversions and views. — (Image: Example of 90D YouTube remarketing campaigns built in Google Ads)

‍

Cohort #3: 180-Day YouTube Retargeting

‍

Campaign Name: {Location} | {Offer} | Remarketing (180D) | {Ad Type} | {Objective}

EX: USA | PM Content | Remarketing (180D) | In-Stream | Views
EX: USA | Demo | Remarketing (180D) | In-Stream | Conversions
EX: USA | Social Proof | Remarketing (180D) | In-Stream | Views
EX: USA | Thought Leadership | Remarketing (180D) | In-Stream | Views

‍

Recommended Objectives:

Content focus = Get views
Conversion focus = Drive conversions

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences:

All website visitors (180D)
All YouTube video viewers (180D)
All YouTube subscribers (180D)

‍

Recommended Bid Strategies:

Content focus = Max CPV
Conversion focus = Maximize conversions

‍

‍Ads: Product marketing content, social proof, offers (ex: Demo, Trial), thought leadership

180-day in-stream YouTube Ads video campaign overview for a B2B retargeting strategy focusing on conversions and views. — (Image: Example of 180D YouTube remarketing campaigns built in Google Ads)

‍

Optional: 30-Day YouTube Offer Bouncers Campaign

If you have the audience size available creating an offer bouncer campaign that shows personalized creative to folks who visited your intent pages and didn’t convert is worth testing. ‍

‍

Campaign Name: {Location} | {Offer} | {Offer Name Bouncers} (30D) | {Ad Type} | {Objective}

EX: USA | Demo | Demo Page Bouncers (30D) | In-Stream | Conversions

‍

Recommended Objectives:

Conversion focus = Drive conversions

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences (layer titles or function if possible):

All pricing, demo, trial & case study visits

‍

Recommended Bid Strategies:

Conversion focus = Maximize conversions

‍

Ads: Offers

Single YouTube Ads campaign summary for demo page bouncers focused on conversions in a B2B retargeting strategy. — (Image: Example of 30D YouTube offer bouncer campaigns built in Google Ads)

B2B Retargeting FAQ

‍

There’s no shortage of questions around implementing successful retargeting campaigns.

We completely understand the complexity (especially when it’s your first time building them).

‍

Here’s 5 of the most common retargeting questions we hear from clients:

‍

How long does it take to build a retargeting audience?

7-30+ days depending on monthly engagement or traffic volumes for the retargeting segment you’re trying to build (ex: website visits, video views, post engagement, etc..)

‍

How many channels should you advertise on?

Focus on one advertising channel at a time when you have a limited budget (ex: < $3,000/month) master it and then expand to other channels over time.

‍

How do you calculate your starting retargeting budget?

$25-$100/day is a general rule of thumb you can follow as it’s enough to support the average costs per platform and coverage for small retargeting audiences when starting out.

‍

How does retargeting work?

Leveraging first party and third party data ad platforms are able to track user behavior in-app and out of platform allowing you to remarket to them based on past behavior.

‍

How often do you need to refresh creatives for retargeting?

A smaller audience size (ex: < 50,000) typically requires more frequent creative refreshes vs a larger one (ex: > 50,000) to prevent ad fatigue. At minimum you should aim to refresh ad creatives on a monthly basis to stay ahead of ad fatigue.

‍

Launch Checklist

We’ve covered quite a bit in this blueprint!

‍

Here’s a checklist we put together to help you easily reference when launching your retargeting campaigns to make sure you don’t forget anything and avoid common pitfalls.

Conclusion & Free Courses

‍

Hope you received a tremendous amount of value from the blueprint! 🎉

‍

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.

Every one of our on-demand courses are:

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✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

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

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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

☝️Takes < 90 seconds

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copy

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:

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Content marketers and performance marketers rarely communicate.

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

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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.

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

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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”

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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.

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

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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! 🔥

‍

Build a retargeting audience using utm_source = linkedin for 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:

“Hey {Name}, I want to be really clear that with the agencies I work with I expect a response from my slack or emails within {timeframe, ex: 12 business hours}”.

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:

Weekly for the first six weeks to build trust and create momentum then move towards bi-weekly.

‍

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:

Keep all this customer information in a shared document so your partners can refer back to it in the future when needed and setup a shared channel to monitor lead quality 🔥

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:

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 😂)

Google Ads

min Read

Google Ads Quality Score: Everything You Need To Know (2024)

Silvio Perez

Read Article

Mastering quality score is essential if you want to pay less per click and outrank competitors.

In this article you’ll learn the 80/20 of what you need to know about quality score.

Let’s dive into it!

‍

TABLE OF CONTENTS:

Quality Score Simplified
How is Quality Score Calculated?
How to audit your Quality Score?
How to improve your Quality Score?
Quality Score FAQ

‍

Quality Score Simplified

Back in 2005, Google released Quality Score.

This is a number from 1-10 that Google created to determine how relevant your ads are to what people are searching for (1 being the lowest relevance, and 10 being the highest).

Google want’s people who search to find what they are looking for.

This way they come back to Google and search again in the future.

Quality Score is how they gamified the system to achieve this objective.

It’s the perfect trinity between advertiser, searcher, and Google:

Advertisers are rewarded with lower costs when having higher quality scores
People searching for answers on Google will now find more relevant information
Because people find relevant information they use Google again in the future

Before Quality Score was introduced Google was filled with tons of irrelevant ads leading to a poor experience for searchers and ultimately less people using Google in the future.

(In my opinion) Quality Score was one of the most important features released that transformed Google into the most dominant search engine in the world.

The secret to improving Quality Score is relevance.

How is Quality Score Calculated?

Ad relevance, landing page experience, and expected CTR are the three variables that go into calculating your Quality Score. Depending on how relevant each is to your keywords you’ll have a final score between 1-10 (1 being the lowest relevance, and 10 being the highest).

‍

Ad Relevance

A metric that determines how relevant your keywords are to your ad copy.

Above average signifies great relevance, below average signifies room for improvement, below average signifies poor keyword and ad copy relevance.

Ad relevance is 100% in your control and below average ad relevance is usually the result of poor ad group structure resulting from too many keywords and/or few variations of ad copy.

‍

Landing Page Experience

A metric that determines how relevant your keywords, ads, and post click experience matches the search intent of the user.

It’s not just about having your keywords on the page, it also takes into consideration page load speeds, page structure (ex: H1, H2s, H3s), and mobile optimization.

Above average signifies a great landing page experience, average signifies room for improvement, and below average signifies poor post click experience.

landing page experience google ads quality score

Expected CTR

A metric that determines the likelihood of someone clicking on your ads once seen in the Google search results.

In my experience auditing Google Ads accounts this is the #1 most common variable that drags down quality score for most accounts since it’s the least in your control.

This is Google’s perception based on historical and predicted performance on how well you believe your ad will be engaged with.

Above average signifies a highly engaging ad, average signifies room for improvement, and below average signifies poor ad engagement.

How to audit your Quality Score?

Once you understand the basics of quality score that it is a factor of relevance and three components that determine whether you’re a 1-10 the next logical question becomes:

What’s impacting my quality score performance?

Here’s how to run a Google Ads quality score to find what’s impacting your performance.

[EMBED YOUTUBE VIDEO]

‍

Step 1 - Download a keyword report

Within your Google Ads manager navigate to the keywords section within your account:

Campaigns > Keywords (press G + K for a keyboard shortcut)

Modify your keyword columns to include:

Quality Score
Ad Relevance
Landing Page Experience
Expected CTR

Once completed download your keywords into a CSV.

google ads quality score report download

‍

Step 2 - Summarize your keywords into a pivot table

Pivot tables are great for summarizing large amounts of data.

Within Excel navigate to Insert > PivotTable to summarize your keyword report.

Once complete format your table as follows:

Rows = Quality Score
Values = Count of Keywords
Filter = Quality score 1-10 (exclude —)

reporting on google ads quality score in excel

‍

Step 3 - Drill down to understand Quality Score performance

With your table setup now you can easily see overall quality score performance and drill down into specific elements such as ad relevance, landing page experience, and expected CTR.

Switch your rows to drill down into each element of quality score to diagnose performance:

Ad Relevance; rows = Ad Relevance, values = count of keywords
Landing Page Experience; rows = Landing Page Experience, values = count of keywords
Expected CTR; rows = Expected CTR, values = count of keywords

How to improve your Quality Score?

After completing your Google Ads Quality Score audit it should be pretty clear which factor of QS is hurting your performance? (ex: ad relevance, landing page experience, expected CTR).

Here’s some recommendations on how to improve each QS factor:

‍

Improving Ad Relevance

Below average ad relevance is a symptom of poor ad group structure.

If you have below average ad relevance, fear not! Because this is 100% in your control.

Here’s some tips to improve your ad relevance:

Add more headline variations to your responsive search ads to include the keywords within your ad groups.
Keep your ad groups tightly grouped with thematic keywords, for the keywords that can’t fit the theme consider putting it into its own group with relevant copy.
Consolidate your active keywords and remove below average ad relevance variations that are not receiving any worthwhile impressions or clicks.

‍

Improving Landing Page Experience

Below average landing page experience is a symptom of poor post click experience.

If you’ve been neglecting your landing pages this is where it’s going to bite you.

Here’s some tips to improve landing page experience:

Include your primary keyword in your headline 1 to match search intent and your ad copy.
Run your landing page through PageSpeed Insights to find how you can improve the mobile and desktop experience.
Follow on page SEO best practices and have proper headline, and content formatting. Remember Google will crawl your landing pages so make sure it’s technically sound.
Install a session recording tool to see how users behave on your landing page, the insights here are invaluable at understanding gaps.

‍

Improving Expected CTR

This is Google’s perception on how likely your ads will be clicked.

Unfortunately this aspect of Quality Score is the least in your control but that doesn’t mean there isn’t anything you can do to improve it.

Here’s some tips to improve your expected clickthrough rate:

Use as many ad extensions as possible (ex: sitelink, image, structured snippet, etc). Ad extensions provide more info to the searcher and make your ads larger.
Test new RSA ad copy on a monthly basis to consistently try and improve your ad clickthrough rate performance on an ongoing basis.
Monitor your account clickthrough rate trends month over month to combat negative trends. You can set up an automated rule within Google Ads to be notified automatically via email.
Audit your search terms report and build your negative keyword lists. Block irrelevant impressions of your ads so that you can actually drive clicks.
Experiment with dynamic keyword insertion to see if it positively affects your ad CTR.

Quality Score FAQ

How long does it take to improve your quality score?

Technically every time your keyword enters an auction quality score is recalculated to determine placement of your ad in relation to your competitors.

However in my experience it usually takes a month to see significant changes in your overall score.

‍

Should you worry about low quality scores?

Yes, low quality scores should cause concerns but it shouldn’t be your initial priority. The first goal should be to drive relevant traffic and convert users.

If you’re not currently accomplishing this then stressing about quality score is pointless as it’s really only a factor of reducing your costs and improving visibility.

If you’re not already converting the visibility you do have, getting more of it won’t help.

‍

What is a good quality score?

A good quality score will fluctuate depending on your keyword strategy but overall I’d recommend having 70% of enabled keywords in your account with a score > 7.

Just know this is highly circumstantial and if you’re running a competitive keyword strategy you will have lower quality scores by default given the difficulty of including your competitors in your ads.

Hope you found this article helpful! 🔥

Check out our video tutorial linked if you want a visual walkthrough.

‍

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 😂)

Google Ads

min Read

How To Use The Google Ads Editor In 2024: Bulk Upload Campaigns, Ads & Keywords

Silvio Perez

Read Article

There’s nothing worse than making bulk changes natively in Google Ads.

If you’re ready to save hours bulk uploading campaigns, ads, and keywords.

Mastering the Google Ads Editor is essential.

Let’s cover everything you need to know 👇

‍

TABLE OF CONTENTS:

What is the Google Ads Editor?
How to get started with the Google Ads Editor?
How to bulk upload campaigns, keywords, and ads with the Google Ads Editor

‍

60-second crash course on the Google Ads Editor

What is the Google Ads Editor?

It’s a free tool that you can install to update your campaigns offline including altering campaign settings, adjusting keyword bids, and creating new campaigns, ads, and ad groups.

Any serious Google advertiser uses the editor to save hours performing tedious tasks.

Make sure you download the latest version of the editor to follow along in this article.

How to get started with the Google Ads Editor?

After installation add your Google Ads account within the Account Manager and download all campaigns so you have the most recent version of your account.

Google Ads Editor screenshot showing a pop-up for account downloads with a highlighted ‘Download’ button and red arrow.

The Google Ads Editor follows the same account structure:

Account > Campaign > Ad Group > Keyword > Ads

Google Ads Editor screenshot showing Account, Campaigns, and Ad Groups sections with performance metrics like impressions, clicks, avg cpc and CTR.

Highly recommend using the Hide Empty Types filter to reduce irrelevant options visible.

How to bulk upload campaigns, keywords, and ads with the Google Ads Editor

The easiest way to bulk upload campaigns into the editor is using a google sheet template.

This template should have the following fields fields available (at minimum):

Campaign
Ad Group
Keyword

Get a copy the example template below here <<

A table template for Google Ads Editor Campaign Import. Columns include Campaign, Campaign Status, Ad Group, Keyword, Criterion Type, and Bid Strategy Type.

Once you have your template copy you’re ready to get started.

‍

Step 1: configure your campaign import template

‍

Fill in your import template with all the relevant campaign names, ad group, keywords, and ads.

Do not modify the column headers as these are meant to match the editors default fields.

Feel free to fill in whichever fields you find most relevant.

‍

Step 2: Upload your campaign import template

‍

Once you’ve completed setting up your campaign import template with all your relevant details it’s time to import your campaigns into the editor.

Navigate to Account > Import > Paste Text to begin the import process:

A screenshot of Google Ads Editor interface showing the "Account" menu opened, highlighting the import option Paste Text feature.

Once complete copy all of the column headers and rows you filled in in your import template and paste them into the import from text window:

Screenshot of Google Ads Editor import window with a table listing campaigns, statuses, and ad groups for software and cloud.

Don’t worry about the blank “Not importing” columns this is due to the formatting of the import template I provided, instead review the fields that are filled in the column headers.

Make sure everything is looking accurate according to what you want to import.

Once complete click Process to import the campaigns, keywords, and ads.

‍

Step 3: Configure your campaign settings and publish

‍

After reviewing your changes make sure to select Keep in order to retain them.

Now you should have all of your campaigns, ad groups, keywords, and ads that you filled into your import template visible within the Google Ads Editor.

The final step is to configure your campaign and publish your changes. ‍

Highlight each of your new campaigns at the sametime to apply the same campaign settings across of all them at once 🚀

Screenshot of Google Ads Editor showing campaign settings in bulk. Lists campaigns with statuses and options to edit details like budget and bid strategy.

Review all available campaign settings and uncheck the Display Network for search.

If you don’t want your campaigns to spend when published, change the status to Paused.

Once your campaigns are ready to be published into your live Google Ads account.

Select Post > Post Changes > Selected Campaigns

That’s it! 🎉you’ve just saved hours and created campaigns in bulk.

Hope you found this article helpful, see you in the next one!

‍

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 for Free Competitor Research Using Ad Libraries

Lee Gannon

Read Article

With so many different tools available for competitor research it can be a bit overwhelming.

I’ve lived and breathed paid ads over the past eight years, and in this article I’m going to share with you 10 tips on how to conduct competitor research for free using ad libraries.

Grab a notebook and let’s dive in!

‍

TABLE OF CONTENTS:

Tip #1: Familiarise yourself with all the available ad libraries
Tip #2: Leverage time and location filters
Tip #3: Estimate platform demand by volume of creatives
Tip #4: Build a swipe folder of ad inspiration
Tip #5: Research brands in adjacent industries
Tip #6: Build a matrix to document your competitors’ movements
Tip #7: Build a checklist to uncover strategic insights
Tip #8: Review the ad formats being used
Tip #9: Clickthrough to review landing pages in use
Tip #10: Review your competitors’ UTM string

Tip #1: Familiarise yourself with all the available ad libraries

‍

The first step is to know what options you have available.

Here are the primary ad libraries available for the top 3 ad platforms:

LinkedIn Ad Library

Meta Ads Library

Google Ads Transparency Center

Within each library you can study creatives for your competitors and relevant brands.

Using them on a quarterly basis to spy on your competitors is a key habit to develop.

Tip #2: Leverage time and location filters

You can filter by time and location within each ad library to understand:

Which markets are my competitors investing in?
How many creative variations are my competitors testing?
Are they testing localised campaigns outside of english?

You won’t know exactly how much your competitors are investing but you can use the volume of ads as a proxy to estimate the level of investment, and interest for a given market.

If you spot certain markets where you’re finding organic traction AND you see your competitors have gone through the commitment of localising these regions,these are great signals for you to consider running a pilot campaign.

Tip #3: Estimate platform demand by volume of creatives

‍

We touched on using the volume of as a proxy to estimate the level of investment for a market.

The same logic applies to also understanding the demand for a specific ad platform.

Let’s use a hypothetical example, imagine you see the following for your competitor:

LinkedIn Ads = 20 active ad variations in the past month
Meta Ads = 10 active ad variations in the past month
Google Ads = 5 active ad variations in the past month

Based on the volume of ads you can assume LinkedIn could be their primary platform followed by Meta, and finally Google. Look up your competitors and take note of their volume of ads by platform.

You’ll never know with 100% certainty but it’s a good approximation for at least the effort they are expending on each channel, if not their level of success.

‍

Pro tip: get buy-in from leadership to test new ad platforms by showing them how active your competitors are within those channels, this creates FOMO which is quite powerful.

Tip #4: Build a swipe folder of ad inspiration

‍

A swipe folder is a simple collection of screenshots of ads, landing pages, and offers that stand out.

As you’re going through the ad libraries take note of the ads that catch your attention from competitors, relevant brands, and from scrolling through social platforms.

Inspiration comes from all sources and by building this swipe folder you can:

Better communicate and share guidance with your creative team
Avoid reinventing the wheel with tested concepts
Reduce the time to produce new creatives

This can be as simple as a folder in a Google Drive, it doesn’t need to be complicated.

If you want to be organised about it you can also group ads by concept, such as:

Social Proof
Thought Leadership
Product Marketing

The most important piece to takeaway from this is you have some sort of folder to refer to.

‍

Pro tip: create a shared slack channel for people across teams to upload examples of great ads they come across to crowdsource inspiration.

Tip #5: Research brands in adjacent industries

‍

Oftentimes your competitors might be behind the ball when it comes to advertising.

In these instances researching them won’t be very helpful or worthwhile.

Instead what you can do is research brands in adjacent industries, for example:

eCommerce
E-learning
Retail

You can take what works in other industries and adjust it to fit in yours.

Creativity is often taking what works from one sphere and applying it to another.

Tip #6: Build a matrix to document your competitors’ movements

‍

If you want to take your competitors’ research to the next level, build a documented matrix.

This can be as simple as:

Competitor Namesome text
- Month/Year
- Channel
- Ad Count

It will take a bit of work to put this together but the primary benefit is you can now monitor your competitors’ activity by ad platform on a quarterly basis.

Here’s a simple example of what this can look like in Google Sheets:

A dashboard displaying various tables and a bar chart.

Pro tip: if you’re looking for a role in paid media, do a competitor research analysis on the brand you’re applying for. It's a great way to differentiate yourself against other candidates.

‍

Tip #7: Build a checklist to uncover strategic insights

‍

When reviewing your competitors’ ads in the library you’ll want to think deeper than just the surface level of the styles and examples of ads in front of you to uncover strategic insights.

Create a simple checklist to remind yourself to think about:

Are the ads running to gated or ungated content?
Is there a mixture of content that focuses on demand creation or capture?
What stage of the funnel are their ads focused on? (ex: ToFu, BoFu)
What mixture of offers are they testing? (ex: Conferences, Webinars)
Are they driving to a landing page or lead form?

Compare the insights you uncover against your current approach.

If you notice 3 of your competitors are promoting events and you’re not then it’s worth testing.

Tip #8: Review the ad formats being used

‍

This was touched on slightly before but it deserves to be in its own tip.

As you’re reviewing competitors in the library take notes of the ad formats being used.

For example, when it comes to LinkedIn are they testing:

Image
Video
Spotlight
Carousel
Document
Conversation

If you notice a large volume of a certain ad format it’s safe to say it must be working.

Compare the formats they are using against your own to inspire future experiments.

For videos take special note of aspect ratio, short vs long form, and other nuances like humour.

‍

Pro tip:assign your competitor research tasks to an intern or junior person as pulling these insights is quite time-consuming and can be done by an entry level team member.

Tip #9: Clickthrough to review landing pages in use

‍

The remarkable thing about these libraries is that you can click through on the ad and view the landing pages your competitors are using. This insight is not otherwise easily discoverable.

This all of sudden opens up a lot of homework for you to perform landing page teardowns.

What are the calls to action on the landing page?
How is the page structured compared to yours?
Do they have better social proof than you?

Now suddenly your swipe folder can be filled with print screens of their entire landing pages.

Which can be shared with your team to test new page variations.

Pro tip:

If you’re using Google Chrome you can use the extension called GoFullPage to take screenshots of entire pages with the click of a button.

Tip #10: Review your competitors’ UTM string

‍

To close out on our final tip, I wanted to share a more advanced approach.

When you’re clicking through to the landing page of your competitors’ ads take note of the UTM string in place to potentially uncover insights on how they’ve set up their campaigns.

By reviewing the URL structure I might gather the following information:

Network = g | they’re advertising on Google Search
Device = c | they’re running ads on Desktop devices
Keyword = crm software | they’re bidding on crm software
Matchtype = e | they’re using exact match

‍

Hope you found this article helpful! 👏

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

‍

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

Scale their ideas
Level up their careers
Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

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

‍

LinkedIn Ads

min Read

LinkedIn Ad Formats: How to Choose the Best One for Your Campaign

Petr Mochalov

Read Article

LinkedIn has become an essential platform for B2B marketers, offering a variety of ad formats designed to reach professionals and decision-makers.

But with so many options, how do you choose the right one for your campaign?

In this comprehensive guide, we’ll delve into LinkedIn's diverse ad formats, uncovering detailed insights and actionable best practices.

Whether you're looking to increase brand visibility, generate quality leads, or drive traffic to your website, mastering LinkedIn's ad formats can give you a competitive edge in the market.

‍

TABLE OF CONTENTS:

Overview of LinkedIn Ad Formats
Single Image Ads
Video Ads
Carousel Ads
Thought Leader Ads
Text Ads
Conversation Ads
Message Ads
Spotlight Ads
Follower Ads
Document Ads
Lead Gen Forms
Connected TV Ads
How to Choose the Right Ad Format
How to Measure Performance of Each Ad Format

‍

Overview of LinkedIn Ad Formats

Selecting the right ad format depends on your marketing objectives and target audience.

Let’s explore each primary LinkedIn ad format in detail, and reference this article for all ad specs:

Single Image Ads

‍

Single Image Ads are a staple of LinkedIn advertising.

These ads feature one static image and appear directly in the LinkedIn feed, making them highly visible and engaging.

High engagement with minimal content.
Simple to create and easy to manage.

Two LinkedIn single image ads: Walnut ad shows a chick before and after product use; UserGems ad highlights tracking valuable buyers

Pro tip: Use images and copy that resonate with your target audience. The best-performing ones often use your Ideal Customer Profile's (ICP) language or even direct words. Remember, in B2B, we are still advertising to people, not to robots! 😃

Video Ads

‍

Video Ads are perfect for storytelling and driving engagement.

They allow you to share dynamic content that captures attention and conveys your message effectively.

Excellent for storytelling and capturing attention.
Engaging format that can explain complex ideas

LinkedIn video ad format for AdConversion promoting video on building a 7-figure ad agency with no fixed contracts or ad spend fees

Pro tip: Video ads excel at both brand building and showcasing testimonials. They are particularly effective for demonstrating product functionality. Make sure to add subtitles, the videos usually autoplay on mute.

Carousel Ads

‍

Carousel Ads allow you to showcase multiple images or videos in a single ad unit, each with its link.

This format is ideal for highlighting different aspects of a product or telling a story more interactively.

Interactive format that encourages engagement.
Multiple visuals to showcase different products or features.

LinkedIn carousel ad format by ActiveCampaign highlighting customer growth testimonials and promoting a free 14-day trial.

Pro tip: Carousel ads can be used for explaining the product, showcasing use cases and features, or explaining customer success stories in the feed. Ensure you have a consistent flow across all cards.

Thought Leader Ads

‍

Thought Leader Ads are a powerful way to build brand credibility and engage your audience by leveraging the influence of key figures within your organization.

These ads allow you to sponsor posts from your company's thought leaders, positioning them—and by extension, your company—as industry experts.

Build Credibility: Sponsoring posts from thought leaders enhances your brand's authority and trustworthiness.
Engagement: These ads typically receive higher engagement rates as audiences are more likely to interact with content from recognized industry experts.‍
Content Variety: Showcase a variety of content, from personal insights to industry analysis, that resonates with your audience.

Two LinkedIn Thought Leader ad formats: ActiveCampaign promotes CRM integration advice; Opteo highlights AI and automation for PPC agency growth.

3 tips for implementing thought leader ads:

‍

Authenticity: Ensure the content from thought leaders is authentic and reflects their genuine perspectives.
Consistency: Regularly publish thought leadership content to maintain engagement and visibility.‍
Interactive Content: Use content that encourages interaction, such as questions or calls to action, to drive higher engagement rates.

For more insights refer to 14 Powerful LinkedIn Thought Leader Ad Strategies Worth Testing.

Text Ads

‍

Text Ads are simple yet effective.

They appear on the right-hand sidebar of LinkedIn and are great for driving traffic to your website or landing page.

Cost-effective and easy to set up.
Ideal for driving traffic to your website.

linkedin text ads featuring Lokalise and Grammarly ads

Pro tip: Text ads are very effective, allowing you to stay top of mind at a low cost in front of your target audience. Also, they always help to keep your logo in your ICP’s LinkedIn Feed.

Conversation Ads

‍

Conversation Ads offer an interactive way to engage your audience by allowing recipients to choose their own path through multiple call-to-action buttons.

This format fosters engagement and ensures high visibility in LinkedIn Messaging inboxes.

Highly engaging format that fosters engagement.
High visibility in LinkedIn Messaging inboxes.
Great for generating leads

linkedin conversation ad format featuring Mutiny and Udemy Business ads

Pro tip: Create engaging and relevant conversation flows tailored to your audience's needs and interests. The message subject can be a game changer for open rates! Also, try incentivized ads, sometimes they can work miraculously 🚀

Message Ads

‍

Message Ads are direct messages sent to LinkedIn members’ inboxes, making them highly personal and effective for driving immediate action.

High visibility in LinkedIn Messaging inboxes.
Personalized and direct communication.

‍

Pro tip: Craft personalized messages that speak directly to your target audience’s pain points and offer clear, actionable solutions. Keep the tone to the one that your target audience is using.

Spotlight Ads

‍

Spotlight Ads are personalized ads that appear on the right-hand side of the LinkedIn feed.

These ads use the viewer's LinkedIn profile data, such as their photo, company name, and job title, to dynamically personalize the ad content.

Lower CPM and High Ad Recall
Personalized Ad Content

‍

Check out LinkedIn Spotlight Ads In 2024: Are They Worth The Investment? to dive deeper into this ad format.

linkedin spotlight ad format featuring AdConversion ad

‍

Pro tip: Spotlight ads are particularly effective for remarketing, allowing you to stay top of mind at a low cost in front of audiences that already know and trust your brand.

Follower Ads

‍

Follower Ads help increase the number of followers for your LinkedIn page, promoting your company to a wider audience.

Effective in promoting LinkedIn pages to acquire followers.
Increases organic reach on LinkedIn.

linkedin follower ad format featuring AdConversion ad

Pro tip: Highlight the unique value your LinkedIn page offers to followers. Use eye-catching visuals and compelling copy that resonate with your target audience.

Document Ads

‍

Document Ads allow you to share in-depth content directly within the LinkedIn feed.

You can share whitepapers, e-books, or case studies that members can view and download without leaving LinkedIn.

Share in-depth content directly within the LinkedIn feed.
Options to gate content with a Lead Gen Form to capture leads or share freely to build brand awareness.

linkedin document ad format featuring Walnut ad

Pro tip: Offer valuable content that addresses your audience's challenges or interests. Use a strong call-to-action to encourage downloads and interaction with your documents. Some say they prefer Document Ads to Carousel Ads because you can build retargeting audiences for Document ads.

Lead Gen Forms

‍

Lead Gen Forms are a versatile tool that can be used with various ad formats to capture quality leads directly on LinkedIn. These forms are pre-filled with LinkedIn profile data, making it easy for users to submit their information.

Captures quality leads with pre-filled forms.
Provides a seamless user experience.
Can be used for booking demos, downloading guides and templates, event registrations

Pro tip: Minimize the number of fields in your form to reduce friction. Use pre-filled form fields to make it easier for users to submit their information quickly. Don’t use “work mobile” or “work email” because they are usually not pre-filled.

Connected TV Ads

‍

Connected TV Ads allow you to reach professional audiences through streaming content.

These ads appear on connected TV platforms and are ideal for reaching a hard-to-reach professional audience in a large-screen environment.

Reach professional audiences through streaming content.
High visibility on large screens.

For detailed ad specifications and additional tips, check out 50+ Ad Specs for The Top 10 Ad Platforms.

How to Choose the Right Ad Format

‍

Choosing the right LinkedIn ad format is crucial for achieving your marketing goals. Here’s a guide to help you align your campaign objectives with the most effective ad formats and measure their performance.

‍

What's Your Primary Campaign Goal?

‍

First, identify your primary campaign goal. Are you aiming to capture demand, create demand, accelerate open cases, or brand awareness?

‍

Campaign Goal	Objective	Recommended Ad Formats
Capturing Demand	Get leads, demos, and sign-ups.	Single Image Ads, Lead Gen Forms, Conversation Ads, Message Ads
Creating Demand	Raise awareness about a problem, introduce your solutions, and explain how you can solve the problem.	Single Image Ads, Video Ads, Thought Leader Ads, Carousel Ads
Accelerating Open Cases	Run campaigns for objection handling, showcase case studies, testimonials, and social proof.	Document Ads, Carousel Ads, Spotlight Ads
Brand Awareness	Make sure that you stay on top of the mind of your Target audience. Deliver your messaging and key value proposition in the feed.	Single Image Ads, Video Ads, Thought Leader Ads, Text + Spotlight ads

How to Measure Performance of Each Ad Format

‍

Effectively measuring the performance of your ad campaigns is key to optimizing and achieving your marketing goals.

‍

Here are the KPIs and bidding recommendations for each ad format:

‍

Ad Format	Key Performance Indicators (KPIs)	Bidding Recommendations
Lead Gen Forms	Cost per lead (CPL), conversion rate %	Manual Bidding: Start with bids above LinkedIn's minimum threshold to gather data quickly. Adjust daily based on performance.
Conversation Ads	Open rate, click-through rate (CTR), conversion rate	Manual Bidding or Maximum Delivery: Start with a low bid and adjust based on performance.
Message Ads	Open rate, CTR	Cost per send to maximize message delivery: Begin with a $1-2 bid and adjust according to campaign pacing.
Single Image Ads	CTR, engagement rate	Manual Bidding for cost control and optimizing clicks: Regularly check and adjust bids to avoid overbidding or underbidding according to your daily budget.
Video Ads	Video completion rate, engagement rate	Cost per view (CPV) or Maximum Delivery: Start with the lowest feasible CPV and adjust based on initial performance.
Thought Leader Ads	Engagement rate, follower growth	CPC or CPM bidding for engagement or reach: Focus on content that has already shown high engagement.
Document Ads	CTR, download rate	Manual bidding for leads and engagement: Use the engagement objective for the best results.
Carousel Ads	CTR, engagement rate per card	Manual bidding for engagement: Ensure each card in the carousel tells a consistent story.
Spotlight Ads	CTR, conversion rate	Manual bidding for engagement: Keep bids low to prevent high CPC prices.
Text Ads	CTR, CPC	Manual bidding for cost efficiency: Keep bids low to prevent high CPC prices.

‍

By aligning your ad formats with your campaign goals and following these tips for measuring performance, you can create more effective LinkedIn ad campaigns that drive results and maximize your ROI.

You can read more about Objectives and Bid strategies here.

Hope you found this article helpful! Connect with me on LinkedIn, and reach out with any 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 leveling up your advertising skill set.

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

Learning from the Pros

min Read

10 Expert Tips For Scaling Google Ads Demand Capture

Diego Oquendo

Read Article

Do you need to scale your paid search campaigns and find new ways to increase demand capture?

As the head of Marketing at Catalyst, I build and mentor teams to maximize ROI in paid ad channels including Google.

Here’s my top 10 tips & tactics to scale your Google ads efforts.

(In no particular order, they all matter)

‍

TABLE OF CONTENTS:

Tip #1 - Leverage Dynamic Keyword Insertion (DKI)
Tip #2 - Tap into Device & Location Bid Modifiers
Tip #3 - Shift Towards Smart Bidding ASAP
Tip #4 - Sync Your CRM with Google Ads
Tip #5 - Steer Away From Broad Match As Much As Possible
Tip #6 - Take Advantage of the Google Ads Editor
Tip #7 - Lean on Google Ads Script & Rules
Tip #8 - Exclude Search Partners & Display Network
Tip #9 - Install Behavioral Analytics Tools for Landing Page Optimizations
Tip #10 - Consider Bing as a Second Demand Capture Channel

‍

Tip #1 - Leverage Dynamic Keyword Insertion (DKI)

‍

DKI is a powerful method to improve the relevancy of your ads based on user search terms.

When managing ad groups with multiple keywords on a similar theme, this technique ensures that you are displaying ads that closely align with users' query terms.

Google Ads interface with options for keyword insertion, countdown insertion, and location insertion in ad creation.

How Dynamic Keyword Insertion Works:

‍

DKI automatically updates the ad’s headline to include the exact keywords that triggered the ad.

This way, the ad's first impression is highly relevant to the user's search, which improves overall engagement.

Even a slight increase in click through rate (CTR) can impact the performance of a campaign by driving more traffic to the landing page.

‍

Best Practices for Using Dynamic Keyword Insertion:

‍

Prioritize the First Headline: Always aim to have the first headline of your ad matches as closely as possible to the user’s search query.

Group Keywords by Theme: Make DKI more effective by grouping your keywords by themes.

There are generally 6 buckets of themes for search ads:

Brand
Non-brand
Competitive
RLSA (Search Remarketing)
Content
Dynamic Search Ads

With this organization, DKI can create more coherent ads that display the most relevant headline for each bucket.

Tip #2 - Tap into Device & Location Bid Modifiers

‍

A critical aspect often overlooked in Google ads is the optimization of device and location modifiers.

For most B2B SaaS campaigns, the quality of traffic can vary significantly across different devices.

‍

Desktop vs. Mobile vs. Tablet:

‍

Typically, desktop traffic yields the highest quality in terms of conversion rates and user intent.

Users on desktops are generally more engaged and possibly in a professional setting, compared to mobile users who might be multitasking or browsing casually.

Tablets often perform the worst in terms of conversion rates and traffic quality, which is why many advertisers choose to exclude them entirely from campaigns.

‍

Strategic Use of Location Modifiers:

‍

If you target several states or countries, you should modify your bids based on the areas that perform best.

This could mean adjusting bids upward in high-performing regions to capture more traffic or decreasing bids in lower-performing areas to conserve budget.

In extreme cases, you can exclude low-performing regions altogether.

Google Ads interface showing location settings with options for targeting and location exclusions.

google ads location settings with targeted locations and bid adjustments for the United States and Canada.

Pro Tip:

Start with a conservative approach focused on proven strategies. As results come in and budget allows, gradually introduce new variables and expand your focus to optimize the overall campaign performance. Maintain detailed records of campaign performance across different devices and platforms. This data will be invaluable for making informed decisions about where to allocate resources most effectively.

Tip #3 - Shift Towards Smart Bidding ASAP

‍

Smart bidding strategies can help improve campaigns’ performance by focusing on conversions rather than clicks.

The Maximum Conversion strategy is particularly effective, as it lets Google optimize your bids to meet a specific CPA target, ideal for campaigns with regular conversions.

Google Ads settings page showing bidding options with target CPA set at $510 for conversion focus.

‍

Key Considerations for Smart Bidding:

‍

Google recommends having at least 30 conversions per month to effectively utilize Target CPA.

However, for campaigns with lower conversion rates, setting a minimum threshold of 10-15 conversions can still be sufficient.

Ensure that your conversions are properly set up and that Google receives clear signals about which conversions to prioritize by setting specific values for each conversion action.

This is crucial for smart bidding algorithms to function properly, as mixed signals can dilute the focus of your campaign optimization.

‍

Pro Tip:

For businesses, especially in B2B sectors where conversion volumes are low, it's important to track higher funnel events. These can include engaged visits, interaction with forms, and even form abandonment. Each of these steps can be set through Google Tag Manager (GTM), providing richer data for optimization. Apply a structured conversion funnel that captures various stages of user engagement. From initial website interaction to form submissions or CRM entries, each stage should be defined and tracked as separate conversion events. You can then design custom goals and bundle your conversion actions together to add them to your campaigns.

‍

google ads goals summary with custom goals and conversion actions across 16 campaigns

Tip #4 - Sync Your CRM with Google Ads

‍

Performance marketers thrive on optimizing for meaningful conversions. It will take emotions out of the decision-making process.

Integrating CRM lifecycle stages into Google Ads can profoundly impact your ad optimization and overall marketing strategy.

By linking stages such as MQL (Marketing Qualified Lead), SQL (Sales Qualified Lead), opportunities, and customer status directly from a CRM platform like HubSpot, you enable a more nuanced and powerful approach to ad targeting and bid adjustments.

‍

How to Implement Your CRM Sync:

‍

Depending on your CRM system, various tools and plugins can facilitate this integration. Ensure that the tool you choose can sync data reliably and in real-time to maintain accuracy in your campaigns.

Define which CRM milestones are important for your campaigns and set Google Ads to track these as conversions

Use the data from your CRM to set up automation rules in Google Ads. For example, you could decrease bids or pause campaigns if the cost per SQL exceeds a certain threshold, ensuring you maintain profitability.

Regularly review the data flow and synchronization between Google Ads and your CRM to ensure accuracy. Adjust your strategies based on new insights and continually refine your approach to improve outcomes.

Tip #5 - Steer Away From Broad Match As Much As Possible

‍

Broad match can drive a high volume of traffic due to its extensive reach. This can result in a large number of conversions, which initially might seem cost-effective.

However, the quality of these conversions often needs to be revised when scrutinized more deeply in the sales funnel.

Despite lower upfront costs, the conversions from broad match often fail to convert into valuable leads or sales.

They may also attract clicks from irrelevant queries, leading to wasted ad spend and diluted performance metrics.

‍

Best Practices for Keyword Match Types:

‍

Phrase match offers a balance by allowing your ad to show only when a searcher's query includes the exact phrase or close variations of the phrase, in the same order. This strikes a better balance between reach and relevance, providing more control than Broad match type.

Exact match targets queries that are much closer to the keywords.

While this reduces reach, it increases the relevance and quality of traffic, making it ideal for targeting high-intent users and optimizing conversion rates.

Regardless of the match type used, a comprehensive negative keyword list is crucial.

Finally, test different match types to see what works best for your specific campaigns. This could mean comparing the performance of Phrase match versus Exact match or testing different variations of your keywords.

Tip #6 - Take Advantage of the Google Ads Editor

‍

Google Ads Editor is an indispensable tool for marketers aiming to streamline their campaign management processes.

This desktop application allows users to manage their Google Ads campaigns offline, offering robust functionalities for bulk editing and optimization.

Google Ads Editor is particularly advantageous for managing large accounts with numerous campaigns and extensive lists of keywords.

‍

Best Practices for Using Google Ads Editor:

‍

Develop a standardized template with predefined columns and settings that align with your campaign's requirements.

This setup ensures that you can quickly import data from spreadsheets directly into Google Ads Editor without compatibility issues.

Always synchronize Google Ads Editor with your online account to ensure all changes are up-to-date and to avoid discrepancies between offline edits and online status.

Before uploading changes to the live environment, use the review function to ensure accuracy and prevent potential errors from impacting your campaigns.

While Google Ads Editor is incredibly powerful, it does have a learning curve.

Invest time in learning its features and shortcuts.

Tip #7 - Lean on Google Ads Script & Rules

‍

Automation is a key component in optimizing campaigns. Google Ads scripts and rules offer powerful tools to automate routine tasks and strategic operations.

Scripts allow for advanced, customized automation that can modify bids, pause ads, or adjust budgets based on specific conditions.

Rules can be set to trigger based on performance metrics such as CTR, conversion rates, or cost per acquisition.

For example, automatically increasing the budget for high-performing campaigns or reducing bids for underperforming keywords helps maintain efficient spending.

Utilize scripts to automatically apply a tracking template across all campaigns, incorporating dynamic elements like campaign and ad group names.

This will detach personal bias from campaign management. Scripts and rules operate based on data, not preference, enabling objective decisions that focus solely on performance metrics.

You must regularly review the outcomes of automated actions. Automation is powerful, but it requires oversight to ensure it aligns with changing campaign goals and market conditions.

Tip #8 - Exclude Search Partners & Display Network

‍

When managing Google Ads, especially for substantial budgets, it's crucial to ensure that every dollar spent is driving quality traffic and conversions.

A common oversight is not excluding search partners and the display network from search campaigns.

While these features can increase visibility, they often compromise the quality of traffic and the overall effectiveness of your campaigns.

‍

Understanding the Impact by Network:

‍

Including Search Partners and Display Networks can inflate your impressions without a corresponding increase in clicks.

This dilution of CTR can harm your campaign's overall performance metrics, misleading you about its effectiveness.

Google's quality score is a critical metric in determining your ad rank and the cost per click (CPC) you pay.

A lower CTR resulting from irrelevant impressions on search partners and display networks can decrease your quality score, leading to higher costs and reduced ad placement.

Pro Tip:

Conduct regular audits of your Google Ads accounts to identify any inefficiencies or overlooked settings that could be draining your budget or diminishing your campaign’s effectiveness. While Google may provide recommendations, always assess them critically in the context of your specific campaign goals and historical data. Consider experimenting with settings on a smaller scale before applying them broadly, especially when dealing with large budgets. This cautious approach allows you to gather data and make informed decisions based on actual performance metrics.

Tip #9 - Install Behavioral Analytics Tools for Landing Page Optimizations

‍

One of the most effective strategies for enhancing landing page effectiveness is to implement behavioral analytics tools, such as Hotjar or Microsoft Clarity.

These tools provide deep insights into how users interact with your page, allowing for data-driven improvements.

‍

The Importance of Behavioral Analytics:

‍

Most of these tools offer features like heatmaps, scroll tracking, and session recordings that reveal how users interact with your landing page.

You can identify which parts of the page attract the most attention and where users lose interest.

You can make informed decisions about layout adjustments, content placement, and calls to action.

For instance, if users frequently abandon a form, you might simplify it or adjust its placement on the page to increase completion rates.

Use the insights gathered to A/B test different versions of your landing page.

‍

Pro Tip:

Before implementing any changes based on behavioral data, be clear about what you’re trying to improve. Having specific goals will guide your optimization efforts, whether it's increasing time spent on the page, reducing bounce rate, or boosting form submissions. Combine quantitative data from analytics tools with qualitative feedback from user surveys or feedback forms. Keep a detailed record of all changes made and the results they yield. This documentation will help you understand what works, what doesn’t, and how future landing pages can be designed for maximum impact.

Tip #10 - Consider Bing as a Second Demand Capture Channel

‍

To extend the reach of your successful Google Ads campaigns without significantly increasing your budget, consider importing your best campaigns into Bing Ads.

Bing, while smaller than Google, still captures a unique audience segment that may not overlap completely with Google users. This can increase your campaign's overall reach and exposure.

Generally, competition on Bing is lower than Google Ads, leading to lower cost-per-click (CPC) rates.

Hope you found these 10 tips helpful!

For more tips or to connect, please reach out via LinkedIn.

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

Scale their ideas
Level up their careers
Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

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

Learning from the Pros

min Read

10 Proven SaaS LinkedIn Ads Tips To Drive More ROI

Canberk Beker

Read Article

Want to drive qualified pipeline and revenue from your LinkedIn Ads campaigns?

I’ve worked with 50+ startups, and managed 7-figure LinkedIn ads budgets for B2B SaaS.

My goal with this article is to show you ten proven tips for improving your LinkedIn ads ROI.

Irrelevant of the order, all of these tips have equal importance.

Let’s jump into it! 🚀

‍

TABLE OF CONTENTS:

Tip #1: Use auto bidding for the first 7 days of a new campaign
Tip #2: Never use the Audience Network
Tip #3: Penetrate your audience with the reach objective
Tip #4: Leverage exclusions for focus
Tip #5: Job functions give you best visibility and reach
Tip #6: Always start with even rotation upon launch
Tip #7: Check your demographics report weekly
Tip #8: Target mobile devices exclusively with 628 x 1200
Tip #9: Review your performance by device
Tip #10: Use LinkedIn’s bulk import and export feature

‍

Tip #1: Use auto bidding for the first 7 days of a new campaign

‍

When launching a new LinkedIn Ads campaign start with automated bidding for the first week.

The thought process behind this is it will give LinkedIn’s algorithm enough time to learn and give you an average bid of what it takes to win auctions for your target audience.

After the first week switch to manual bidding and set the bid amount 20% lower than your average.

This works almost 99% of the time allowing you significant cost per click reductions.

Once you make the switch keep an eye on your daily spend over the next five days, if you set your bids too low it can negatively impact your visibility.

The key is to find the optimal bid between cost and maximum visibility (ex: impressions, views).

Give it a shot and send me a DM on LinkedIn with how much money you save! 🤑

This tip applies to traffic and conversion campaigns.

Tip #2: Never use the Audience Network

‍

This one might be a bit controversial, but no matter what you LinkedIn reps say this is a no no.

If you’re not familiar, the LinkedIn audience network is a conglomerate of website partners.

This allows you to distribute your content outside of LinkedIn and on their websites.

Sounds amazing in theory but in practice the problem with the audience network is:

🔴90-95% of your ENTIRE LinkedIn Ads budget is spent on websites outside of LinkedIn

Which completely destroys the point of running LinkedIn ads in the first place 😂

The LinkedIn algorithm always prioritizes the audience network because it’s cheaper and it’s trying to optimise for the greatest number of impressions for the lowest cost with your budget.

I’ve personally tested the audience network over multiple quarters with the same exact campaign and the only difference is one is using the audience network and other isn’t.

The campaign using the audience network had a CTR of 0.03% compared to 1% without.

You also have no ideas which websites placed your ads as it’s a black box.

Save your budget and improve your ROI by turning it off.

Tip #3: Penetrate your audience with the reach objective

‍

If you’re trying to reach a large audience (ex: target account list) and want to do so in the most cost effective way, leverage the reach campaign objective.

Obviously if you’re trying driving the most clicks then this tip wouldn’t be applicable.

Instead in that case you should focus on using the website visits objective.

The caveat here is if you truly know:

Your ideal customer profile
That your content resonates with them

Then you can make the case that these people will click through anyways regardless of objective,

Through testing I’ve found that if you have great content using reach you’ll actually serve towards more people and generate more net new clicks given the reduction in CPM costs.

The major benefit of reach is that it is optimised for driving more unique impressions per viewer.

Pro tip:

Contact your LinkedIn Ads rep to send you a report on audience penetration on a monthly and quarterly basis to see how many unique users you’re reaching in your target audience.

Tip #4: Leverage exclusions for focus

‍

Most LinkedIn advertisers underestimate the power of exclusions.

It’s one of those things most leveraged but not to its fullest capability.

Everyone knows you need to exclude the obvious things like competitors, students, customers, etc…

But they haven’t built the habit of checking LinkedIn Demographics Report once per week to find irrelevant titles for exclusion.

It’s really important to be mindful of multiple current roles when excluding as you can accidentally block your ads from being visible from high value audience members.

For example, let’s say you only help businesses with more than 1,000 employees.

Conventional logic would be exclude people who work at companies with < 1,000 employees but what happens when your perfect prospect:

Volunteers at a nonprofit organization with < 100 employees
Started a side hustle that only has with a size of “myself only”

The answer is, they won’t see your ads.

Remember that exclusions are always prioritised over inclusions.

When excluding focus on using job titles to refine your audience and prevent accidental conflicts.

Tip #5: Job functions give you best visibility and reach

‍

This point is a bit controversial but from my own testing I’ve found job functions give you better visibility and reach than job titles.

This doesn’t mean you should never use job title targeting, I’ve actually found for certain personas titles work better than functions but if you’re in the following scenario:

Targeting a high value account list
Promoting ads that speak to a general pain point/benefit
Your ideal audience has a million variations of the same title

Then you’re better off using job functions to reach as many relevant audience members.

Here’s some great combinations of job function targeting to test:

Job functions AND seniority
Job functions AND seniority AND member skills OR interest

Make sure you’re checking your demographics report on a weekly basis to find all the irrelevant job titles you’re reaching and exclude them on an ongoing basis.

This process can take up to two and half months but the goal is to eventually get to the point where you only see relevant titles inside of the demographics report.

Highly recommend excluding unpaid, training, and entry seniority as a starting point.

Pro tip:

Study LinkedIn profiles of your best prospects and take note of the member skills, certifications, and schools they’ve listed to find commonalities for targeting.

Tip #6: Always start with even rotation upon launch

When launching your new campaigns you have the option to choose how to serve your ads.

linkedin ads ad rotation options with choices for optimizing for performance or rotate ads evenly in campaigns

The thought process behind this is you want to understand which ad will perform the best by receiving enough budget for proper testing.

Unfortunately if you start with optimising for performance LinkedIn will prematurely assign 40-50% of your budget to one variation of ad while the others only receive what’s remaining.

In order to avoid this, start with rotating ads evenly for the first 7-14 days when launching a new campaign to serve budget equally and then switch to optimise for performance.

Tip #7: Check your demographics report weekly

‍

I’ve hinted at this multiple times across all these tips but it’s so important to driving a return on investment with LinkedIn Ads that it deserves to be its own tip.

You need to know what’s happening across your account.

Review your demographics report for:

Ad performance
Campaign performance
Campaign group performance

linkedin ads demographic report showing impressions by job function

This will ensure your budget is going towards reaching the right people and companies.

Pro tip:

LinkedIn has reporting minimums when using the demographics report in platform, get around this by using a third party data connector to push the data into G-Sheet or Looker.

Tip #8: Target mobile devices exclusively with 628 x 1200

‍

LinkedIn has a 628x1200 image ad spec that allows you to only appear on mobile devices.

If you know that your audience performs well for you on mobile devices you can set up a campaign leveraging this specific image ad dimension to serve exclusively on LinkedIn mobile.

The same is true for targeting desktop devices with text or spotlight ads.

Learn more about your audiences device behaviour with Google Analytics 4:

google analytics report showing User engagement metrics by device category, with desktop leading in users and engagement sessions.

Tip #9: Review your performance by device

‍

You can review your performance in LinkedIn by clicking on Breakdown > Impression by Device Type

The AdConversion team analysed 10,000,000+ impressions and found:

85.1% of impressions serve on Mobile App
9.6% of impressions serve on Desktop Web
5.3% of impressions serve on Mobile Web

That’s 90.4% of total impressions serving on mobile devices! 🤯

Pie chart showing 85.1% of impressions from mobile apps, 9.6% from desktop web, and 5.3% from mobile web.

Pro tip:

Use the LinkedIn Ads preview to see what your ad will look like when displayed on mobile and optimise your copy to best fit this device over desktop.

Tip #10: Use LinkedIn’s bulk import and export feature

‍

This tip is one that even my most savvy marketing friends aren’t aware of.

Changing bids, and creating campaigns on LinkedIn is a REAL pain.

You don’t need to suffer this pain and instead can use LinkedIn’s bulk import and export feature.

You can simply just export your ads, campaigns, or groups to make bulk changes.

Voila, a task that would take hours has been cut down into minutes.

Learn more about bulk actions in this article by LinkedIn.

Hope you found these 10 tips valuable! 👏

Implement the ones that resonate most with you to improve your ROI from LinkedIn Ads.

Connect with me on LinkedIn, if you have any questions or want to connect!

‍

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 😂)

Join 1,000+ B2B marketers leveling up their paid advertising skill set! 🚀

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How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)

Recommended Channels:

Minimum Budget:

Recommended Targeting:

Step 1: Confirm Your Remarketing Pixels are Installed

How to Install the LinkedIn Ads Pixel In 4 Steps

How to Install the Meta (Facebook & Instagram) Ads Pixel In 6 Steps

How to Install the X (Twitter) Ads Pixel In 4 Steps

How to Install the Google Ads Pixel In 5 Steps

Remarketing audience size requirements for Meta, YouTube, LinkedIn & X (Twitter)

Step 2: Create all possible retargeting segments by time frame.

Top 10 LinkedIn Ads retargeting segments:

Top 9 Meta (Facebook & Instagram) Ads retargeting segments:

Top 5 X (Twitter) Ads retargeting segments:

Top 4 YouTube Ads retargeting segments:

Step 3: Adjust targeting and exclusion parameters.

Top 8 LinkedIn Ads Exclusion Audiences:

Top 9 Meta (Facebook & Instagram) Ads Exclusion Audiences:

Top 6 X (Twitter) Ads Exclusion Audiences:

Top 6 YouTube Ads Exclusion Audiences:

Step 4: Align on retargeting content and offers.

Recommended B2B Remarketing Budget Allocation:

4 Common Mistakes to Avoid with Retargeting:

1. Only promoting offers

‍‍

2. Retargeting on assumption instead of action

3. Not using all available retargeting segments

4. Failing to refresh creative to offset fatigue

Recommended Remarketing Buckets by Timeframe:

B2B Retargeting Ad Examples:

Product Marketing

Social Proof

Thought Leadership

Offers

Step 5: Build all Relevant Retargeting Campaigns.

B2B Retargeting Campaign Structure:

How to Build LinkedIn Retargeting Campaigns:

Cohort #1: 30-Day LinkedIn Retargeting

Cohort #2: 90-Day LinkedIn Retargeting

Cohort #3: 180-Day LinkedIn Retargeting

Optional: 30-Day LinkedIn Offer Bouncers Campaign

How to Build Meta (Facebook & Instagram) Retargeting Campaigns:

Cohort #1: 30-Day Meta Retargeting

Cohort #2: 90-Day Meta Retargeting

Cohort #3: 180-Day Meta Retargeting

Optional: 30-Day Meta Offer Bouncers Campaign

How to Build X (Twitter) Retargeting Campaigns:

Cohort #1: All Time (Twitter) Retargeting

Optional: All Time X (Twitter) Offer Bouncers Campaign

How to Build YouTube Retargeting Campaigns:

Cohort #1: 30-Day YouTube Retargeting

Cohort #2: 90-Day YouTube Retargeting

Cohort #3: 180-Day YouTube Retargeting

Optional: 30-Day YouTube Offer Bouncers Campaign

B2B Retargeting FAQ

How long does it take to build a retargeting audience?

How many channels should you advertise on?

How do you calculate your starting retargeting budget?

How does retargeting work?

How often do you need to refresh creatives for retargeting?

Launch Checklist

Conclusion & Free Courses

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