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

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copy

10 Effective Account-Based Marketing Tactics For Modern B2B Marketers

Silvio Perez

Read Article

Do you need to find out if ABM is the right approach for you & how you can get the most out of your efforts?

I had the pleasure of interviewing Brandon Alisoglu who’s achieved a 300% increase in demo bookings for B2B companies while maintaining a 50% SQL rate from ABM campaigns.

‍

Here’s Brandon’s top 10 tips & tactics to maximize return on effort (ROE) for your ABM ads.

(In no particular order, they all matter)

‍

TABLE OF CONTENTS

Tip #1 - Assessing the Suitability of ABM for Your Business
Tip #2 - Embracing the Long Game in Account-Based Marketing (ABM)
Tip #3 - Create a Dossier of Information
Tip #4 - Breaking Content to Audience Segmentation
Tip #5 - Focusing on Outcomes: The "So What?" Factor in ABM
Tip #6 - Drilling Into Personas & Messaging
Tip #7 - A/B Testing Value Propositions
Tip #8 - Set Aside Time to Ideate
Tip #9 - Streamlining the Process with Templates
Tip #10 - Don’t Skip Google
Conclusion
Resources for mastering B2B advertising

‍

Tip #1 - Assessing the Suitability of ABM for Your Business

When evaluating ABM for your business, consider the nature of your target accounts and the practicality of a personalized marketing approach.

‍

ABM is particularly effective for targeting large organizations or "whales" where the potential return justifies the extensive effort and resources required for highly tailored campaigns.

‍

Challenges with ABM in Smaller Companies

In smaller companies, the lack of numerous distinct roles and seniority levels may limit the effectiveness of ABM strategies that rely on granular targeting and personalized messaging.

‍

If a company is too small to segment effectively based on these criteria, the impact of a tailored ABM approach may be diminished.

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ABM often involves high-ticket offerings and significant investment in marketing resources.

If the target account does not have the financial capacity or the organizational complexity, the return on investment might not be worth it.

‍

Strategic Considerations for ABM

Evaluate potential accounts not just by their immediate size but by their strategic importance and the potential lifetime value they offer.

‍

Consider more generalized targeted advertising strategies for smaller accounts that do not justify a full ABM approach.

‍

These can still be effective by focusing on industry-specific pain points and solutions but do not require the level of customization and operational complexity associated with traditional ABM.

‍

Identifying the Annual Contract Value (ACV) Benchmark

An ACV of around $20,000 is generally seen as a threshold where ABM becomes viable.

‍

This benchmark suggests that the deal size is significant enough to warrant the detailed and personalized marketing efforts required in ABM.

‍

Another practical measure is whether the contract value requires CFO approval.

‍

The involvement of a CFO generally indicates that the deal is substantial enough to require careful consideration and alignment with strategic financial goals.

Tip #2 - Embracing the Long Game in Account-Based Marketing (ABM)

Unlike traditional demand generation tactics that may prioritize immediate results, ABM focuses on building engagement through a more deliberate and personalized approach.

‍

The idea here is to build a meaningful relationship with key accounts.

‍

In the same way, you wouldn't ask for a hand in marriage on the first date, successful B2B marketers shouldn’t ask prospects to talk to sales unless they've had some interaction before.

‍

Meme of Jim Halpert using B2B account-based marketing tactics to emphasize timing in meetings.

‍

The Importance of Educating and Engaging

The early stages of ABM should center around education and awareness.

‍

Allow targeted accounts to familiarize themselves with your brand and value propositions.

This foundational phase is important for setting the stage for deeper engagement.

‍

Jumping directly to aggressive sales tactics like pushing for demos with accounts that have minimal interaction with your brand, is less likely to yield positive results.

‍

Instead, nurturing relationships over time fosters trust and increases the likelihood of conversion when the account is ready.

‍

Balancing Immediate Needs with Long-Term Strategy

While the emphasis on the long game is important, we realize the need to meet short-term sales targets is a pressing reality for most B2B marketers.

‍

In such cases, employing a robust account scoring system can help identify which accounts are most ready to engage based on their behaviors such as:

Website visits (specially high-intent pages)
Ad engagement
Email interactions
Webinar attendees

‍

For accounts that show clear signs of being in-market or closer to the decision stage, tailor your approach to convert these opportunities.

‍

This can involve more direct calls to action, such as personalized demo invitations and running incentivized offers.

‍

If your company is product-led, this would be a good time to offer free trials.

‍

Sample of free trial ad by Plauti:

Plauti Linkedin Ad showcasing a database validation tool for salesforce

Tip #3 - Create a Dossier of Information

Understanding your prospects' interests, pain points, and engagement history comprehensively is the key to crafting personalized and effective ABM strategies.

‍

This information equips sales teams with the required data to personalize their outreach effectively and accelerate the sales process.

‍

Building & Targeting Prospect

Compile data on prospect activities, including the specific ads they clicked, pages they visited, or any communications they have sent.

‍

This dossier should act as a dynamic document that sales teams can use to personalize their approaches.

‍

By understanding what content the prospect has engaged with, the sales team can address specific interests or pain points, making their pitches more relevant and compelling.

‍

Marketers can also use this data to launch 1:1 campaigns featuring social proof and objection handling.

‍

If the list of accounts is not large enough for a 1:1 approach, then gather the top 3-5 most common objections that resonate with the majority of the accounts.

‍

You can reduce the overall cost by dynamically excluding any account that has contacted sales.

‍

Implementation Tips for Effective ABM

‍

Identify in-market accounts by using advanced analytics and account scoring to determine which of your target accounts are actively engaging with your content.
Tools like HubSpot or Marketo can help streamline the process.
‍
Once these engaged accounts are listed, segment them for targeted campaigns that address their specific stages in the buyer’s journey.

This segmentation allows you to apply more aggressive sales tactics appropriately while continuing to nurture less-ready accounts with educational content.
‍
Distribute content that educates and engages at various stages of the customer journey.

This tactical approach ensures that when you invite accounts to a demo or free trial they are informed and more likely to be receptive.

Successful ABM is a blend of patience and strategic agility, tailored to meet both the immediate and long-term goals of your business.

Tip #4 - Breaking Content to Audience Segmentation

The purpose of this step is to develop and deliver content that addresses specific pain points and interests identified in your prospect dossiers.

‍

Strategies for Deepening Prospect Engagement

As you gather more data on your prospects' behaviors, such as the ads they click or the pages they visit, use this information to guide them through a personalized buyer's journey.

This involves crafting content that speaks directly to their needs and leading them to web pages that provide further value and deepen their engagement with your brand.

Regularly update and refine your ads to keep them in line with your audience's changing interests and needs.

‍

Creating a Content "Buffet"

Offer a Variety of Content Options.

Imagine setting up a buffet of content options tailored to different tastes and preferences within your target accounts.

‍

By providing a range of topics and formats—from whitepapers and case studies to webinars and interactive tools—you allow prospects to self-select the content that most resonates with them.

‍

Use the insights from observed interactions to refine your understanding of what each prospect cares about.

This personalized approach not only enhances the relevance of your outreach but also increases the likelihood of a prospect's deeper engagement with your content.

‍

Account Based Marketing content examples diagram showing various content types.

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Integrating Technology for Efficiency

While managing this level of personalized engagement can become complex, employing an ABM platform can streamline the process.

‍

These platforms can help organize and automate content delivery based on user behavior, keeping track of interactions across different channels to maintain a cohesive and personalized marketing approach.
‍

Pro tip:
Before fully investing in an expensive ABM tech stack, validate your strategy with simpler tools or minimal setups to prove its effectiveness.

A simple way is to use LinkedIn's demographic reporting to see which companies have been exposed to impressions, and which ones are actually engaging.
You can take it a step further and leverage a third-party data connector like data slayer to pull the demographic data from LinkedIn through API.

Tip #5 - Focusing on Outcomes: The "So What?" Factor in ABM

A critical aspect of effective ABM is ensuring that every piece of data, every content interaction, and every campaign has a clear and compelling answer to the question: "So what?"

Every action should educate, nurture, or capture leads, to bring you closer to revenue.

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Futurama Bender meme about pipeline urgency.

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The Importance of Outcome-Based Messaging

In ABM, it's not enough to highlight the features of your product or the hours it can save a potential client’s team.

The key is to articulate what these benefits mean in the context of the customer’s specific business challenges and goals.

When discussing a product feature, such as "saves your engineering team 20 hours a week," it's essential to connect this benefit to tangible business outcomes.

‍

For example, what does saving 20 hours a week mean for the company?
Could it lead to faster project completions, cost savings, or better resource allocation?
These outcomes are what will truly capture the interest of decision-makers.

‍

By consistently focusing on the "so what?" of your actions and messaging, you can lift your ABM efforts from functional to transformational.

‍

Pro-tip:
Establish Leading Indicators to Measure ABM Progress:

By establishing clear leading indicators across your marketing funnel, you can quantify progress and tie every action back to tangible business outcomes.

From initial awareness through engagement to conversion, each stage can be monitored and analyzed to ensure marketing efforts move potential clients closer to a sale.
These indicators provide a roadmap that justifies the investment by showing how specific activities contribute to moving accounts through the sales pipeline.

If you want to learn more about creating leading and lagging indicators along with actionable free templates check out the AdConversion Paid Media Program course; Module 2, lesson 1.

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Paid media strategy table outlining budget plans.

Tip #6 - Drilling Into Personas & Messaging

Within any given company, different levels of management and seniority have distinct priorities and challenges.

For example, C-suite executives might focus on strategic growth and scalability, directors on operational efficiency, and managers on tactical execution.

‍

Tailoring your messaging to address these specific concerns can dramatically increase the relevance and impact of your communications.

Beyond role-based customization, consider the particular needs and pain points of the industry or vertical your target accounts might operate within.

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Strategies for Effective A/B Testing

Implement continuous A/B testing across your campaigns to determine which messages resonate best with each persona.

Segment your target audience by role and seniority, and tailor your messages accordingly.

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For example, test different value propositions with managers versus C-suite executives to determine which messages drive more engagement or conversions from each group.

Understand that the preferences and behaviors of your audience can evolve, and your ABM strategy should be agile enough to adapt to these changes.

Tip #7 - A/B Testing Value Propositions

By testing two to three variations of each message, you can discover appeals and incentives that resonate with distinct groups within the same role and seniority level.

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In cases where the target company might not be large enough to segment by job titles or seniority due to LinkedIn’s filtering limitations, marketers need to think creatively about how to approach personalization and segmentation.

‍

Alternative Segmentation Strategies:
‍

Use Broad Segments:
Instead of job titles, consider using job function and seniority or even adding member skills into the mix.
‍

Focus on Common Pain Points:
Leverage the common challenges or objectives identified in smaller organizations.

For example, if most employees are likely involved in decision-making due to the company's size, tailor messages that address broad business benefits that resonate across multiple roles.

As discussed earlier, knowing the top objections by vertical can guide the creation of content and ads that preemptively address concerns.

This is particularly useful when precise job title segmentation is not feasible.

Tip #8 - Set Aside Time to Ideate

In the fast-paced environment of account-based marketing, it's imperative to carve out dedicated time for creative thinking and experimentation.

By blocking out time on your calendar, preferably during quieter hours like Friday afternoons, you ensure that you have the space to think deeply and creatively about your ABM strategies.

Regular ideation sessions allow you to review current insights and performance data, enabling you to develop new approaches and refine existing ones.

Light bulb meme illustrating idea prioritization.

‍

Pro tip:
Leverage Experimentation and Documentation:
Incorporate a structured approach to experimentation.

Try out new ideas on a small scale to assess their effectiveness before rolling them out broadly.

Keep detailed records of your experiments, including:
- Hypotheses
- Execution details
- Outcomes.

This documentation enables you to capitalize on effective strategies and avoid past mistakes.

Tip #9 - Streamlining the Process with Templates

Keeping detailed and organized documentation of ABM activities, such as experiments, outcomes, and insights will save you lots of time & effort in the long run.

It can be as simple as using Google Docs with structured headings and a table of contents.

Consistent documentation helps in creating a reliable record that can be referenced in reports and strategy meetings.
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Leveraging Design Templates

Design templates allow marketers to quickly generate new versions of ads or content without starting from scratch each time.

By standardizing the design elements, teams can focus on tweaking the messaging and content to better align with the target audience’s evolving preferences.

Using templates also ensures that all materials produced are aligned with the brand’s visual identity and messaging guidelines.

Effective Use of Templates and Documentation

Develop a range of design templates for different types of content and ads.

This library should include templates for social media posts, email campaigns, and other marketing materials that are frequently used in ABM campaigns.

Regularly update the documents with the latest results from A/B tests, data analysis insights, and feedback from sales and marketing teams to maintain accuracy and relevance.

Confirm that all team members are trained on how to use the chosen documentation and templates effectively.

With the design templates in place, focus on iterating on the creatives frequently.

Especially in smaller audience segments where ad fatigue can set in quickly.

Tip #10 - Don’t Skip Google

While (ABM) often focuses on direct and personalized communication channels like LinkedIn, incorporating Google Ads into your Demand Gen strategy can heavily reduce the overall cost per acquisition (CPA).

The Strategic Use of Google Ads

Google Ads allows you to address specific queries and pain points that your prospects are actively searching for.

By focusing on these queries, you can position your company as a solution provider right at the moment of need, effectively answering potential customers’ questions through targeted ads.

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Often, niche or less competitive keywords related to specific industry questions or problems can be much cheaper than more general, high-intent keywords.

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For example, targeting a specific industry debate or a lesser-known feature comparison can capture relevant traffic at a significantly lower cost.

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This, not only increases brand awareness but also positions your company as an authoritative and helpful resource.

Creating content that addresses these queries and promoting it through Google Ads can drive highly targeted traffic to your website, increasing the chances of conversion.

Practical Tips for Implementing Google Ads

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Work with your sales and customer service teams to pinpoint the questions and topics that commonly arise during the sales process.
Use these insights to guide your keyword and content strategy for Google Ads.
Develop content that answers these questions comprehensively.
This could be in the form of blog posts, FAQs, or educational articles.
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Use the identified keywords to set up Google Ads campaigns.
Start with a lower budget to test the effectiveness of your keywords and ads.
Monitor the performance and adjust your strategy based on the results.

Funnel diagram for B2B account-based marketing google ads tactics focused on addressing objections.

Conclusion:

In this article, we discussed the significance of Account-Based Marketing (ABM) strategies through 10 practical tips and tactics to get the most out of your marketing efforts.

‍

We explored the value of a long-term engagement strategy, emphasizing the need to build relationships through educational content and gradual interactions, rather than taking a direct approach.

‍

Effective ABM involves understanding target accounts' specific needs and behaviors, employing analytics for better targeting, and continuously iterating on creative content to maintain relevance and combat ad fatigue.

‍

Bookmark this blog as your comprehensive guide for your next ABM efforts to make sure your strategies align with the overall company goal.

‍

If you’d like to reach out or get more weekly tips, please connect with Brandon via Linkedin.

Resources for mastering B2B advertising

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

‍

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

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

‍

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

Scale their ideas
Level up their careers
Make a positive impact

‍

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

‍

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

‍

Google Ads

min Read

Intro to B2B Google Ads: Crash Course For New Advertisers

Silvio Perez

Read Article

Want to master Google Ads for B2B?

We’ll dissect Google Ads from a 10,000 foot view in this guide.

So you can walk away knowing:

What is Google Ads?
Is your ideal B2B buyer searching on Google?
How can you get your ad seen on the top of Google?
How much does Google Ads cost?

So whether you’re a SaaS founder, performance marketer, or in-house marketer looking to:

Scale demo and trial requests for your new B2B SaaS startup
Run Google ads for clients or launch campaigns internally
Work with freelancers or agencies running your Google Ads

It all starts here with the fundamentals, so let’s dive in! 👇

‍

TABLE OF CONTENTS

What is Google Ads?
Is Your Ideal B2B Buyer Searching on Google?
How Much Does Google Ads Cost?
How to Forecast Your Google Ads Budget
Why is Google Ads So Powerful?
How Can You Get Your Ad Seen on the Top of Google?

‍

What is Google Ads?

Google Ads is an auction place.

Or as I like to think about it, a battleground.

Where you have thousands of advertisers competing against each other to show up on the top of Google when their ideal prospect searches for their products & services.

With 8.5B + searchers happening per day on Google there is a very HIGH likelihood your ideal B2B buyer is using Google to find information, and research solutions.

Is Your Ideal B2B Buyer Searching on Google?

Depending on the niche you’re in Google may or may not make sense.

You can create a free Google Ads account and leverage the Keyword Planner to validate demand.

All you need to do is research the ideal keyword your dream buyer would search and review the average monthly search volume and top of page bid estimates.

In the example below, I can see that for “email marketing software” there is:

1,000 - 10,000 average monthly searches
$49.75 top of page bid estimate

If your ideal keyword has > 100 searches per month, Google can be a worthwhile return on effort.

Google Ads keyword planner displaying metrics for email marketing software keywords.

How Much Does Google Ads Cost?

Before diving into how much does Google Ads cost?

With Google Ads you’re only charged on a cost-per-click (CPC) basis.

Meaning you only pay Google if someone clicks your ad, so unlike traditional advertising you’re not being locked into a fixed contract and paying just for eyeballs (aka impressions).

So in short if someone sees your Google Ad and doesn’t click, you won’t pay.

This is what makes Google Ads so attractive, but extremely competitive.

‍

Here’s two ways to find out how much Google Ads will cost for your ideal keywords:

‍

1/ Review Top of Page Bid Estimates in the Google Ads Keyword Planner

As shown in the previous step you can leverage the Keyword Planner to find bid estimates.

In my experience these estimates are never 100% accurate and recommend adding 20% on top of the top of page bid estimate to be safe.

For example, with the keyword of email marketing software we have a $49.75 top of page bid estimate, adding 20% makes it $59.70 allowing us a margin of error to better set expectations.

Google Ads keyword planner highlighting bid estimates for email marketing software.

2/ Launch a Pilot Campaign for $100

Ultimately you’ll never know your real cost per click prices until launching.

If you’re seriously considering Google Ads I recommend launching a pilot campaign for $100.

The whole objective of this campaign is to understand; what is my REAL cost per click price?

Here’s a simple cheat sheet for setting up this campaign:

Campaign Name = {Region}_{KeywordTheme}_{MatchType}
Locations = {Your Target Country/Region/State}
Match Type = Exact
Bidding = Manual CPC

This setup will allow you to have the greatest control to discover your real CPC prices.

How to Forecast Your Google Ads Budget

Once you know the following:

Your quarterly sales goal
Average cost per click
Opportunity win rate
Revenue per sale

You can easily forecast a daily, monthly, and quarterly budget using our Google Ads Budget Calculator based on worst, moderate, and best case scenarios.

Give it a look, there’s a video tutorial on the page for you explaining the process.

Google Ads budget calculator interface for estimating ad spend and ROI.

Why is Google Ads So Powerful?

Intention Is what makes search advertising so powerful 🤝

You can reach exactly the right person, in the right place, in the right location searching for your specific product or service. At that point all you have to do is show up and not mess things up.

I always say Google Ads is a blessing and a curse; they bless you with intent, and curse you with scale.

Given your industry search volume will vary dramatically and it can become hard to scale.

The key is to win Google’s Ad Rank game to offset competitors and rising click prices.

Diagram of Google Ads ad rank factors like bid strategy and relevance.

How Can You Get Your Ad Seen on the Top of Google?

Every time you search for something on Google (or other search engines such as Yahoo, Bing, and Firefox) the results page you’re directed to afterwards is the Search Engine Results Page (SERP).

I like to think of the SERP as the Battleground in which Google Ads takes place.

‍

The SERP is Divided Between Paid and Organic Results.

The Google SERP usually has about 3-4 paid ads at the top and 3 at the bottom.

Google search results page showing both paid and organic results for “email marketing software,” highlighting the difference between ad types

Ad Rank Determines the Position of Your Ad on the First Page

Which determines if your ad is on top of the first page of or nowhere to be seen.

Your goal is to appear in the top 3 spots as click-through rates decline with lower positions.

Higher Position Doesn't Always Mean Greater Cost

The remarkable thing about Google Ads is that you can be #1 on the page and pay less than your competitors who are in positions lower than you (hypothetical example below).

If after reading this article you believe Google Ads is worth further exploration.

Build on this fundamental understanding of Google Ads for B2B.

Hope you found this useful!

‍

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 😂)

‍

B2B

min Read

B2B vs B2C Advertising: 8 Differences & Examples You Need To Know

Bryttney Blanken

Read Article

Hey there new B2B marketer!

Diving into the world of B2B advertising can be confusing and overwhelming.

In this article I’m going to walk you through 8 differences between B2B & B2C you need to know.

This article is part of our B2B learning track so if you’re serious about learning B2B advertising you’re in the right place!

Let’s dive into it 👏

‍

TABLE OF CONTENTS:

8 Biggest Differences Between B2B and B2C
The Cost of The Product
How Purchase Decisions Are Made
The Average Sales Length
Smaller Audience Sizes
Different Distribution Strategies
Need to Support Multiple Sales Funnels
Team Sport, Not Individual
Go Further Than Just The First Conversion

‍

8 Biggest Differences Between B2B and B2C

In no particular order of importance, here are the 8 biggest differences between business-to-business (B2B) and business-to-consumer (B2C) advertising.

The Cost of The Product

The first key difference between B2B and B2C is the cost of the product.

B2B marketers call this the average deal size or average contract value depending on what is sold.

Typically, B2B products are more expensive ranging from $1,000 to over $250,000.

How Purchase Decisions Are Made

In B2B buying, there will be more people involved in the purchase of the product compared to B2C where there is usually only one person involved.

This is often referred to as a buying committee, in B2B your job is to nurture, educate, and reach everyone in this group so they can collectively decide to purchase the product.

The Average Sales Length

There are more people involved with purchasing the B2B product or service and the product is typically a more expensive purchase, the length of time to purchase that product is typically longer.

Depending on the complexity of what is being bought, sales cycles can range from 30 days to 36 months. The higher and more complex the product or service is the longer the sales cycle typically is.

This is different from B2C because it can take me 30 seconds to buy something off an Instagram ad.

I’m not sure if that’s a good or bad thing 🤣

Smaller Audience Sizes

With B2B advertising programs, you’ll be targeting smaller audiences across ad channels.

Your audience will typically be less than 300,000 contacts with a focus on reaching the right person and company vs B2C where your audiences will typically be much broader than this since more people can purchase your product or service.

Different Distribution Strategies

Since you’ll be reaching a much more targeted audience, and you may be dealing with a specific budget – the ad channels you decide to use may look different than your B2C advertising counterparts.

It all comes down to where your audience lives and breathes, digitally.

Believe me, I’ve been behind some powerful Facebook ads for B2B. But, you may think twice about using a TV commercial during the Super Bowl as a B2B marketer (well…unless you’re Salesforce!)

‍

But again, this will all depend on your budget and the breath of your buyers.

Need to Support Multiple Sales Funnels

In B2B, your advertising campaigns will support and fuel multiple sales funnels and processes.

The big three are product-lead, sales-lead, and a hybrid of both.

You can learn more about each revenue model in our B2B Advertising Guide.

Team Sport, Not Individual

B2B advertising requires strategic alignment across multiple teams including sales, marketing, and customer success departments to support the buyer’s journey and close deals more effectively.

Given the fact that it’s not just about reaching a specific individual but also a company.

This increases the importance and complexity of working across teams.

diagram of a B2B team structure, with “B2B Team” at the top and branches leading to “Marketing,” “Sales,” and “Service,” each enclosed in blue circles

Go Further Than Just The First Conversion

The B2B sales processes are more complex and there's more buyers involved.

Your advertising campaigns should be designed to help impact the entire buyer journey.

Not just the first conversion like B2C advertising.

B2B marketing funnel showing Total Spend to SQLs, highlighting key metrics like impressions, clicks, leads, and conversions.

I hope you found this article helpful!

‍

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

You can also visit my website here for more valuable content.

Jumpstart Your B2B Marketing Career

If you’re serious about mastering B2B advertising then you definitely need to check out my free course that will teach you the foundational knowledge to becoming a high-performing B2B marketer who knows how to use advertising to drive legit business and revenue impact without the fluff or wasting your time and money learning the ropes the hard way.

Module 1: you’ll get a crash course in the B2Bverse and master terminology, sales processes, and working across teams.
Module 2: you’ll learn how to become your customer's psychologist and understand them deeply with buyer personas that allow you to craft effective messaging.
Module 3: you’ll master the B2B funnel and learn how to think like a CEO to identify performance bottlenecks and convert more leads into revenue.
Module 4: you’ll learn how to put it all together and build your go-to-market strategy that gets your ad in front of your dream buyers and converts attention.

‍This course was designed for absolute beginners in mind.

Accelerate your learning curve and start the course today for free.

‍

B2B

min Read

How to Craft B2B Buyer Personas For Ad Targeting

Bryttney Blanken

Read Article

Hey there B2B marketing grasshopper 👋

In this article, we're channeling our inner Mr. Miyagi from "The Karate Kid," because we're about to master the art of creating B2B buyer personas.

Wax on, wax off style – but with less wax and more wisdom!

Let’s dive into it.

‍

TABLE OF CONTENTS:

What Is a B2B Buyer Persona?
3 Major B2B Marketing Personas
How to Develop a B2B Buyer Persona
The Five B2B Buyer Persona Segmentations
B2B Buyer Persona Template
Translating B2B Buyer Persona’s into Ad Targeting

‍

What Is a B2B Buyer Persona?

Just like Daniel-san needed to understand his opponents in the All Valley Karate Tournament, it's important to understand your B2B buyer personas to win in the market.

It's critical because these personas are your roadmap – they guide every marketing punch and kick you make.

If you don’t do this, your marketing efforts might be as off-target as Daniel-san trying to catch a fly with chopsticks on his first try.

Mr. Miyagi teaching Daniel-san how to capture a mosquito using chopsticks in the Karate Kid movie

We're talking about misdirected resources and messaging that misses the mark, leaving your ROI down and out — so let's break it down, Karate Kid style:

What is a persona? It’s the semi-fictional characters that make up your target audience. It’s a great way to unpack who makes up your ideal customer profiles, called an “ICP”

3 Major B2B Marketing Personas

In B2B marketing there are 3 major personas or roles to understand in the sales process.

This is also referred to as a buying committee:

Decision Maker – The person who makes the final decision to purchase
Champion - A person who enthusiastically supports your product or service in their organization
Influencer - A person who can influence other members of the buying committee

Three circular images showcasing b2b buyer personas labeled as "Decision Maker," "Champion," and "Influencer," each accompanied by a brief description below.

Your marketing and advertising efforts should address their needs and concerns when it comes to buying and using your product or service.

Knowing what these personas are looking for will help you tailor your messaging to make your ads stand out.

‍

For example: imagine your buyer persona 'Finance-Manager-Frank'. He's in his mid-40s, loves numbers more than karate, and is always on the lookout for tools that bring efficiency and balance. Where does he find his information? → LinkedIn and financial blogs

‍

Knowing this, you’d be able to hone in your advertising strategy to use LinkedIn ads to demonstrate how finance managers find more efficiency from their investments by using your product.

How to Develop a B2B Buyer Persona

There’s 5 major segmentation buckets to consider when putting together a B2B buyer persona:

Demographic Segmentation
- Targeting potential customer based on their role (ex: Job Titles, Job Functions)
Firmographic Segmentation
- Targeting potential customers based on company traits (ex: Industry, Company Size)
Geographic Segmentation
- Targeting potential customers based on their company and physical location (ex:USA)
Technographic Segmentation
- Targeting potential customers based on the tech they use (ex: Slack, Teams)
Behavioral Segmentation
- Fine tune your messaging based on your potential customers Jobs To Be Done, decision-making process, and more.

Within each segmentation, there’s key information you should collect to build your personas which will ultimately inform your advertising channel strategy, targeting, and messaging.

Getting crystal clear on your buyer personas will also help you maximize your resources, build internal trust with your sales and service teams, and drive better results.

Let’s dive into the five segmentations in greater detail.

The Five B2B Buyer Persona Segmentations:

Demographic

Target potential customer based on their role

Role: Identify the job title and role they’re in and what level in their organizations they fall (individual contributor, middle management, or in the C-suite – chief roles including CEO, CFO, CMO, etc).
Responsibilities: Identify all the key areas they oversee and manage. Pulls who they report to.

Firmographic

Target potential customers based on company traits

Company Industry: ex: Technology, Manufacturing
Company Employee Size: ex: 500 - 1,000 employees
Company Revenue Size: $1,000,000 - $10,000,000 ARR

Geographic

Target potential customers based on their company and physical location

Company Location: ex: United States, Canada
Employee Location: ex: United Kingdom

Technographic

Target potential customers based on the tech they use

Tools: This breaks down the tools they use or need to do their jobs (ex: Slack, Teams)
Company Competitors: list out any relevant competing technologies

Behavioral

Fine tune your messaging based on your potential customers Jobs To Be Done, decision-making process, and more.

Goals: This details how their job is measured by
Jobs to be Done/Pain Points: This elaborates on the biggest challenges they face in their role
Decision-Making Process: This goes into detail on who they need approval from when buying a new product/service, who signs the contract, who owns the budget
Evaluation Process: This details how this persona typically decides on a product
Objections & Concerns: this outlines what prevents them from making a decision
Consumption Habits: how do they gain information for their job and what social media networks do they use

B2B Buyer Persona Template

To help you put this into action get a free copy of my B2B Buyer Persona template in Module 2 - Lesson 2 of my B2B Advertising Foundations Course when you sign up for free. With this template you will be able to easily map out your buyer persona across the five segmentations.

Translating B2B Buyer Persona’s into Ad Targeting

After completing the B2B Buyer Persona template you should be very clear on who you’re going after.

Now you’ll want to review your persona’s segmentation and find possible targeting opportunities in the platforms you’re considering advertising on – your options will vary greatly by channel.

Create a draft campaign in your ad platform of choice and review all of the audience targeting options available – sometimes you’ll need to get creative! (example below of LinkedIn Ads).

linkedin ads manager targeting criteria selection menu with options to add b2b audience attributes, including company demographics and education background.

And that my advertising friends is your way to craft a buyer persona you can use to identify the audiences you’ll be targeting in your B2B advertising.

Hope you found this article useful!

‍

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

You can also visit my website here for more valuable content.

‍

Jumpstart Your B2B Marketing Career

‍

Module 1: you’ll get a crash course in the B2Bverse and master terminology, sales processes, and working across teams.

Module 2: you’ll learn how to become your customer's psychologist and understand them deeply with buyer personas that allow you to craft effective messaging.

Module 3: you’ll master the B2B funnel and learn how to think like a CEO to identify performance bottlenecks and convert more leads into revenue.

Module 4: you’ll learn how to put it all together and build your go-to-market strategy that gets your ad in front of your dream buyers and converts attention.

‍

This course was designed for absolute beginners in mind.

Accelerate your learning curve and start the course today for free.

LinkedIn Ads

min Read

5 Unconventional Ways to Use The LinkedIn Ads Library

Silvio Perez

Read Article

Most marketers know the LinkedIn Ads library exists.

And the basics of how to use it (ex: search a competitor and voila you’ll see their ads 🪄)

You’re going to go beyond the basics in this article and learn.

5 unconventional ways experts use the library to uncover insights and inspiration.

Let’s dive into it 👇

‍

TABLE OF CONTENTS

Unconventional Way #1: Finding Conversation Ads Copy
Unconventional Way #2: Identifying Localization Campaigns
Unconventional Way #3: Studying Competitive Offers
Unconventional Way #4: Creative Concept Discovery
Unconventional Way #5: Landing Page Tear Downs

Unconventional Way #1: Finding Conversation Ads Copy

When you open up the LinkedIn Ads Library you can search %FIRSTNAME% to see conversation ad copy examples from competitors and relevant brands.

Here’s how to find conversation ad copy examples step-by-step:

Open up the LinkedIn Ads Library and search for a relevant competitor or brand.

linkedin ads library company search searching udemy ads

Enter %FIRSTNAME% under search by keyword and select your relevant country and date range filters.

linkedin ads library filters searching for conversation ads

From here you can browse all available variations based on your filters 🎉

linkedin ad library showing conversation ad results from udemy

If you don’t see any conversation ad messages you’ll likely need to adjust your filters or it’s possible your competitors or the relevant brands you’re researching aren’t actively testing this ad format.

‍

Unconventional Way #2: Identifying Localization Campaigns

Localization campaigns are when you advertise outside your primary language and draft ads, and landing pages relevant to a specific language.

We’ve seen advertising outside of the English language a reduction in costs by up to 70%.

If you have the potential to advertise outside of English it’s definitely worth testing.

Here’s how to identify localization campaigns with the ad library:

Open up the LinkedIn Ads Library and search for a relevant competitor or brand.

company search linkedin ad library searching for udemy ads

Filter by all countries and uncheck your current target locations (ex: United States)

Browse through the results to identify different localization campaigns (look for ad copy that isn’t in your primary language, example below is an ad in German).

Click view details on the ad to identify the targeted locations.

impressions by country in linkedin ads library for a udemy ad

Write down any interesting target countries and/or languages your competitors are targeting that you might consider reaching with localization campaigns.

‍

Unconventional Way #3: Studying Competitive Offers

Let’s say you’re a B2B SaaS company looking to drive more demo requests.

You can use the LinkedIn ad library to easily see ads from competitors or relevant brands that are also trying to drive more demo requests.

The same is true if we’re talking about free trials, webinar registrations, ebook downloads, and anything else you can think of.

Here’s how to study competitive offers with the ad library:

Open up the LinkedIn Ads Library and search your offer in the search by keyword filter.

keyword filter in linkedin ad library filtering for demo ads

From here you can browse various ad types that mention your offer within the ad copy.

demo ad results in linkedin ad library for the companies Deel, Guru and AIready

You can repeat this process and narrow down your filters for further granularity.

salesforce ads results in linkedin ad library for trial ads

‍

Unconventional Way #4: Creative Concept Discovery

Most advertisers using the library will just look at the ad examples provided and not dig much further.

Instead what you should do is look for patterns around creative concepts to understand your competitors creative strategy (or the relevant brand in question).

Creative concept = the format of which the creatives are designed off

Here’s 10 examples of creative concepts:

Before & After
UGC
Meme
Product Mockup
Illustration (Drawings)
Stats & Research
Comedy Skit
Animated
Behind-the-Scenes
AI Generated

Using the library take note of any patterns of creative concepts your competitor/brand in question might be repeating. If it’s significant you might want to consider testing a similar concept.

Use your best judgement when labelling concepts and look for patterns.

three creative concepts, Quote, Meme and Before & After, from the company Walnut in the linkedin ad library

‍

Unconventional Way #5: Landing Page Tear Downs

When viewing ads in the library you can click on the CTA button to open up the associated landing page the ad is driving traffic towards.

The original UTMs are also still within the URL parameter so you can reverse engineer these to better understand your competitors ad strategy (learn how here).

With this valuable information you can tear down each page for inspiration.

udemy business ad and landing page in linkedin ad library

Hope you found this article useful!

See you in the next article or one of our free courses!

‍

Resources for mastering B2B advertising

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

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

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

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

Scale their ideas
Level up their careers
Make a positive impact

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

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

LinkedIn Ads

min Read

LinkedIn Spotlight Ads In 2024: Are They Worth The Investment?

Silvio Perez

Read Article

Should you invest in LinkedIn Spotlight Ads?

In this article you'll learn:

The pro's and con's of LinkedIn Spotlight Ads
How much LinkedIn Spotlight ads cost
Examples of LinkedIn Spotlight ads
3 LinkedIn Spotlight ad strategies

By the end of this article you’ll know if this ad type makes sense for you.

Let’s dive into it! 👇

‍

Contents

What are LinkedIn Spotlight Ads?
LinkedIn Spotlight Ad Specs
4 Reasons to Invest In LinkedIn Spotlight Ads
4 Reasons You SHOULD NOT Invest In LinkedIn Spotlight Ads
3 LinkedIn Spotlight Ad Strategies Worth Testing

‍

What are LinkedIn Spotlight Ads?

Spotlight ads are only seen on desktop devices and use a combination of your audience's LinkedIn profile data such as photo, company name, and job title to dynamically change based on the user.

‍

LinkedIn Spotlight Ad Specs

When creating a spotlight ad you’ve got the following options:

Ad headline = 50 characters
Company name = 25 characters
Company Image = logo or image in JPG or PNG that is < 2 MB
Background Image (optional) = 300x250 in JPG or PNG

I’d personally recommend not adding a background image as it removes the ad description, and the users profile photo will not be shown, which defeats the purpose of this ad type 😅

‍

4 Reasons to Invest In LinkedIn Spotlight Ads

Reason 1: 74% Lower Cost Per 1,000 Impressions (CPM)

After reviewing $1,726,264.56 in spend by ad type for our B2B SaaS clients, we found linkedin spotlight ads have an average CPM of $5.23, 74% lower than single image ads.

Bar chart comparing LinkedIn spotlight ads CPM with other ad types like carousel, conversation, document, single image and video ads.

Reason 2: Increased Ad Recall

Spotlight ad placements are very “low key” and unintrusive.

They only appear on Desktop and are served on the right side of the newsfeed.

Given an average CPM of $5.23 and subtle placement you can rack large frequencies > 20 without negatively impacting your audience’s experience.

The combination of high frequency and low impression costs = greater potential ad recall

‍

Reason 3: Low Creative Effort

Spotlight ads only require an image that is < 2MB making it an EXTREMELY low creative effort.

Compare this to formats like single image, carousel, or even video ads.

If you want more exposure without a ton of effort they’re an easy addition.

‍

Reason 4: Flexible Bidding Strategies

Spotlight ads allow you to multiple bidding strategies depending on your campaign objectives.

Maximum delivery = LinkedIn will automatically adjust your bids for the most exposure
Cost cap = set a target cost per landing page click
Manual bidding = set a specific bid per landing page click

With each of these bidding strategies you have flexibility to test and leverage the one that allows you the greatest exposure for the lowest cost.

‍

4 Reasons You SHOULD NOT Invest In LinkedIn Spotlight Ads

Reason 1: 83% higher average CPC prices

After reviewing $1,726,264.56 in spend by ad type for our B2B SaaS clients, we found linkedin spotlight ads have an average cost per click of $7.93, 83% higher than single image ads.

Bar chart displaying LinkedIn spotlight ads CPC versus other ad formats including carousel, conversation, document, single image and video ads.

‍

Reason 2: You want to generate the most conversions

Spotlight ads have horrible engagement rates compared to other LinkedIn ad types.

If your primary objective is to drive conversions then spotlight ads are not the ideal ad type to use.

‍

Reason 3: You’re trying to drive the most traffic to your site

Spotlight ads have below average clickthrough rates compared to other ad types which makes using them to drive site traffic a poor use case of budget.

‍

Reason 4: You’re not already investing in other ad types

Spotlight ads are not a game changer ad type. They should be used in support alongside other more dominant ad types such as (image, video, or conversation).

The best use of spotlight ads is remarketing, allowing you to stay top of mind at a low cost in front of the audiences that already know/like/trust you.

‍

3 LinkedIn Spotlight Ad Strategies Worth Testing

In no particular order, here’s 3 strategies worth testing with spotlight ads.

Strategy #1: Remarketing

The real advantage of spotlight ads are low distribution costs with an average CPM of $5.28.

This in combination with the fact that spotlight ads are a non-intrusive ad type on desktop devices and limited right-hand placements makes them great for remarketing.

You can leverage spotlight ads to remarket:

All website visitors
Company page visitors
Past event attendees
Contacts of customers, and leads in nurture

If you want to learn more about building a LinkedIn remarketing strategy check out our in-depth article on How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step).

‍

Strategy #2: Company Page Growth

Another potential strategy to test spotlight ads is growing your LinkedIn company page.

You can leverage this ad type to drive visitors to view your page (which will then hopefully lead to a follower), check out this example from Aurora who is using a CTA of “Follow”.

LinkedIn spotlight ad promoting job opportunities with company branding and a ‘Follow’ button.

‍

Strategy #3: Job Recruitment

Spotlight ads are available with the Job applicants campaign objective and given it’s dynamic element (automatically pulling the photo of the user) you can create personalized recruitment ads.

Objective selection screen for LinkedIn spotlight ads focused on job applicants and engagement goals.

I hope you found this article useful!

And as promised, now know if this ad type makes sense for you.

‍

Resources for mastering B2B advertising

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

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

✅ 100% free access.

✅ Taught by vetted industry experts.

✅ Have workbooks, resources, and templates.

✅ Less than 10 minutes per lesson.

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

Scale their ideas
Level up their careers
Make a positive impact

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

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

‍

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! 🚀

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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

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

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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

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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

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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

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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

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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

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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

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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

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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

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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!

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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

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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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