Looking to ask your boss or client for more ad budget? 

This can feel really uncomfortable the first time but I promise it gets easier. 

With a simple shift in mindset and some solid tactics you’ll be securing budget in no time. 

Here are 3 simple but effective steps for you to implement before having that budget conversation.

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TABLE OF CONTENTS

• Step 1: Pull the numbers
• Step 2: Find the story
• Step 3: Present your case
• Additional Resources

‍

Step 1: Pull the numbers

Your client or boss wants to be successful. 

They want to surpass their goals (just like you). 

If you can show them how your increased budget will make this happen, they will gladly give it to you. 

Remembering this will help you release the anxiety associated with asking for more budget. 

The key is you need to sell your stakeholders on WHY they should invest more and the way you'll do that is by building a case that makes them as certain as possible.

Don’t assume your clients or managers will be able to realize this on their own. 

Build a no-brainer case that makes saying anything but yes sound illogical. 

‍

This starts with pulling the numbers 👇 

Answer your critical questions 

Put your investor hat on and answer critical questions such as:

• Which channels are performing best?

Ex: Google Ads driving the most opps at the lowest cost

• What's the overall blended trend? (paid + organic)

Ex: Opps are increasing QoQ at a 25% lower cost

• What's the current return on investment?

Ex: $6 pipe-to-spend and 150% ROI

‍

Depending on your company, goals, and what you’re asking budget for this will vary. 

Brainstorm all of the key questions you’ll need to pull data to answer. 

The difficulty of this step will vary on your current level of reporting. 

If you don’t already I HIGHLY recommend building a Paid Media dashboard that connects your ad spend to pipeline and revenue performance reported in your CRM. 

Here’s an example of our Paid Media Dashboard Template in our Building a Paid Media Program course: 

You can get free access to this template and learn how to set it up in Module 3, Lesson 3 of the course.  

It’s going to be hard to ask for more ad budget if you can’t prove that your current campaigns are actually contributing to the bottom line. 

‍

Don’t have any data? 

If you’re reading this and saying, Silvio how can I pull numbers if I don’t have any? 

Maybe you’re trying to secure budget for a new channel. 

‍

If this is the case I have two recommendations: ‍

1. Run a pilot campaign for $100 

Let’s say you’re trying to secure budget to test X (Twitter) Ads. 

Put together $100 (most companies can afford this) and launch a pilot campaign. 

The only goal of this campaign is to understand what are your real costs (ex: CPM, CPC). 

Once you have this information you can work backwards from your goals to create a starting budget. 

For example:

• $3 CPC at a 5% landing page conversion rate = $60 cost per lead 
• $60 cost per lead at a 3% lead to opportunity ratio = $1,980 cost per opportunity
• $1,980 cost per opportunity at a 20% win rate = $9,900 cost per closed won deal 

If you need help running the numbers, check out our Google Ads budget calculator. 

From here you’ll have a good idea of what a starting budget would look like. 

You’ll also have a sense of what’s possible on this channel. 

‍‍

2. Do some research

Ask around or search for benchmarks associated with the channel you’re looking to invest in. 

Even just collecting anecdotal evidence (ex: screenshots of others) talking about how much success they’ve had with this specific channel, tactic, etc can go a long way. 

LinkedIn polls are a great way to collect this feedback:

You can DM the respondents asking for more information. 

The TL;DR here is don’t let lack of data be an excuse to show up empty handed. 

Once you’ve pulled all the necessary information it’s time to find the story. 

‍

Step 2: Find the story

Behind the data there is a story being told, it's your job to find it and tell it.

Here's some key questions to answer to help find it:

• What went well? (the highlights)
• What went bad? (the lowlights)
• Where are we today vs before? (the journey)
• What were the biggest blockers? (the obstacle)
• Where do we go from here? (the opportunities)

Data alone won't persuade, and stories without data are subject to suspicion.        

A combination of both is required in order to effectively present your case. 

Image above is Module 6, Lesson 1 of our Building a Paid Media Program course

‍

For example, perhaps I’m trying to secure more budget for Google Ads: 

• What went well? (the highlights) some text
  • Google Ads contributed 25% more opportunities at a $7 pipe-to-spend ratio. 
• What went bad? (the lowlights)some text
  • We missed out on 57% more volume due to budget limitations.  
• Where are we today vs before? (the journey) some text
  • We’ve optimized our pipe-to-spend efficiency from $3 to $7. 
• What were the biggest blockers? (the obstacle)some text
  • High search lost to budget for our top contributing campaigns. 
  • No landing page testing due to limited development resources. 
• Where do we go from here? (the opportunities)some text
  • With an additional $25,000 in budget we can scale our top contributing campaigns and yield up to 35% more demo requests at a $15 CPC and 5% landing page conversion rate. 

‍

Here’s a simple presentation template you can use to present your case and answer each key question:

Once you've found the story and pulled the numbers you're ready to present. 

‍

Step 3: Present your case

After steps 1-2 the majority of the prep work is done. 

Now it’s time to get the meeting scheduled with your boss or client. 

You could have the most beautiful slides and compelling case but if you can’t effectively communicate the significance of what you’re asking it won’t matter. 

Thankfully, like any skill, communication is something you can improve on with practice. 

‍

5 unconventional tips to implement in your budget presentation:

‍

1. Remember you both want the same thing. 

Ultimately, your stakeholders want you to be right. If you can drive more pipeline/revenue they'd happily give you the budget (assuming financial availability).

The challenge though is like an investor they are analyzing the potential upside and downside of your plan, and don't believe the promises you're making. 

You need to addresses their concerns with a combination of data and storytelling that makes them as certain as possible. 

Just remembering this simple truth will help you show up differently. 

‍

2. It’s a conversation, not a lecture. 

You’ll want to keep this discussion conversational. 

Make sure to check-in frequently with your boss or client and ask things like:

• Is this making sense? 
• Did you have any questions? 
• Are there any concerns you have that I haven’t addressed? 

The last thing you want to do is to speak to them for 30-minutes and then ask:

“soooooo did you have any questions…..? 😅”

‍

3. Replace “I think” with “the data suggests” 

You’ve pulled the data and done the homework. 

Don’t water down your points by saying “I think” get in the habit of replacing this with “the data suggests” and then calling out the data point that comes to mind. 

This will make your perspectives and points of view far more compelling.

Which ultimately lead to more certainty from the decision maker. 

Greater certainty = greater chance of budget approval 

‍‍

4. Don’t forget to smile. 

This might sound silly 😂 but it’s really easy to forget to smile. 

This conversation is about new opportunities, and that’s exciting.  

Instead of telling yourself I’m nervous, reframe it as I’m excited. 

This is called anxiety reappraisal and Alison Wood a psychologist at the Harvard Business School found evidence to support. 

Here’s a quick excerpt from her abstract: “Across several studies involving karaoke singing, public speaking, and math performance, I investigate an alternative strategy: reappraising anxiety as excitement. Compared to those who attempt to calm down, individuals who reappraise their anxious arousal as excitement feel more excited and perform better” — Alison Wood Brooks

Don’t knock it until you try it! 

‍

5. Turn your weakness into a strength

Maybe you’re reading this article and saying to yourself:

• I’m not a good presenter because I’m an introvert 
• I’m not a good presenter because English isn’t my first language. 

Whatever your weaknesses are, turn them into strengths with humor. 

When you start budget approval call begin by addressing your big weakness with humor. 

Here’s what this might look like for the weaknesses above: 

• Hey {First Name} thanks for the time today. As you might have noticed I’m not going to be giving a Ted talk anytime soon with my English so if you’re having trouble understanding just stop me at any point. 
• Hey {First Name} thanks for the time today. I just wanted to start off by saying I’d rather chug a bottle of hot sauce then give a presentation but I believe so much in what I’m going cover today that I had to do this – so I appreciate you baring with any mishaps I might have. 

Whatever your weaknesses are don’t run from them.

Embrace it and transform it into a strength.

‍

Additional Resources

If you want to learn more about securing budget checkout Module 6 - Lesson 1 of our Building a Paid Media Program course, it’s 100% free and takes < 90 seconds to sign up. 

If you want to dive deeper into B2B advertising check out some of our other top articles:

• B2B Advertising in 2024: The Definitive Guide
• How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)

‍

Thanks for reading, good luck on getting your budget approved!

(you got this) 🎉

People Also Ask

How can I address concerns about the risks associated with increasing the ad budget?

Acknowledge potential risks by presenting a risk mitigation plan. This could include strategies like phased budget increases, continuous performance monitoring, and predefined criteria for scaling back if certain KPIs aren’t met. Demonstrating proactive risk management can build stakeholder confidence.

‍

What if my initial pilot campaign doesn’t yield strong results?

If a pilot campaign underperforms, analyze the data to identify areas for improvement. Adjust variables such as targeting, ad creatives, or bidding strategies, and consider running a second pilot. Use these learnings to refine your approach before requesting a larger budget.

‍

How do I align my ad budget request with broader company objectives?

Ensure your proposal clearly connects the ad spend to company goals like revenue growth, market expansion, or brand awareness. Illustrate how the investment will contribute to these objectives, using data and projections to support your case.

‍

What are some common pitfalls to avoid when presenting a budget proposal?

Avoid using jargon that stakeholders may not understand, overloading the presentation with excessive data, or failing to anticipate potential objections. Practice your presentation to ensure clarity and conciseness, and be prepared to address questions confidently.

‍

How can I demonstrate the potential ROI of the proposed ad budget?

Utilize tools like the Google Ads Budget Calculator to forecast potential returns based on different budget scenarios. Present these projections along

‍

Looking to increase your return on ad spend (ROAS) on LinkedIn?

‍

Your bidding strategy and campaign objective play a critical role.

‍

Here’s my 10 tips from over $10 million investment in LinkedIn paid ads.

(In no particular order, they all matter) 

‍

TABLE OF CONTENTS

• Tip #1: The Power Behind Manual Bidding
• Tip #2: Fine-Tuning Your Bids
• Tip #3: Aligning Ad Type & Offer with Objectives
• Tip #4: The Optimal Objective for Thought Leader Ads
• Tip #5: When to Leverage Video Views Objective
• Tip #6: Match Your Content to the Most Suitable Objective
• Tip #7: Take Advantage of Document Ads
• Tip #8: Scale Conversions with Conversation Ads
• Tip #9: Top 3 Objectives for Single Image Ads
• Tip #10: When to Avoid Reach Objective (Brand Awareness)
• Conclusion:
• Resources for Mastering B2B Advertising

Tip #1: The Power Behind Manual Bidding

‍

Unlike automated bidding, which leaves bid amounts at LinkedIn's discretion, manual bidding allows advertisers to set clear cost boundaries. 

‍

This ensures that your campaign expenses align with your budgetary constraints and campaign goals, offering a level of precision that automated bidding simply can't match.

‍

By specifying the maximum amount you're willing to pay for clicks, the manual bidding places you in the driver's seat.

‍

The LinkedIn algorithm, while powerful, may not always allocate your budget most economically when given full control.

‍

Start collecting data quickly for your new campaign by bidding above the minimum threshold recommended by LinkedIn.

When to Consider Automated Bidding:

‍

Automated bidding can be the best choice for specific situations, such as focused Account-Based Marketing (ABM) or retargeting campaigns with small audiences. 

‍

Once the campaign starts spending and there’s a benchmark, you can switch to manual bidding to regain full control. 

Tip #2: Fine-Tuning Your Bids

‍

A successful manual bidding requires daily checks on your spending against your budget to avoid overbidding or underbidding.

‍

This is a straightforward yet insightful process, comparing the previous day's spend against the current daily budget to adjust your bids for optimal performance.

‍

The Process of Bid Adjustment:

‍

By subtracting your daily budget from the previous day's total spending, you gain clear insights into your bidding strategy's effectiveness. 

‍

A negative result suggests underbidding, where you're not fully utilizing your daily budget

‍

While a positive result indicates overbidding, where you're potentially overspending.

‍

Previous day spent - allocated budget = + number indicated bid is too high

‍

The previous day spent - allocated budget = - number indicated bid is too low”

‍

One challenge of manual bidding is finding the sweet spot where your bid is high enough to consume your daily budget fully but not so high that it leads to inefficient spending. 

Side note:
If your audience size is too small, even a high bid will not cover the campaign’s full budget. 

Tip #3: Aligning Ad Type & Offer with Objectives

‍

LinkedIn ad campaigns' success deeply depends on the alignment between the chosen ad type and the content you're promoting.

‍

Understanding the nuances of each ad + offer and matching it to the applicable objective is key to maximizing engagement and conversion rate. 

‍

Selecting the Right Ad Type for Your Objective:

‍

Video Ads: 

‍

When promoting video ads, gravitate towards the Video View or Engagement objectives. 

‍

These objectives are designed to maximize viewership and interaction with your video content, making them ideal for capturing and retaining audience attention.

‍

Example of a video ad:

Document Ads:

‍

The Engagement objective tends to yield the most success for document ads, which include PDFs, presentations, and other downloadable content. 

‍

Keeping document ads ungated and focusing on engagement allows your content to reach a broader audience, enhancing brand visibility and thought leadership.

‍

Example of a document ad:

‍

‍Single Image Ads:

‍

Engagement and Website Traffic objectives can be effective when using single-image ads.

‍

Your choice depends on whether your primary goal is to foster interaction with the ad or drive traffic to your website or landing page

‍

Example of a single image ad:

Tip #4: The Optimal Objective for Thought Leader Ads

‍

If you're looking to boost your presence and authority on LinkedIn, thought leader ads present an attractive option.

‍

These ads turn organic content from individual profiles into sponsored messages, maintaining the authentic voice and personal touch that resonates with audiences. 

‍

These campaigns can achieve lower costs per engagement by leveraging the engagement objective, enhancing their effectiveness and reach.

‍

Understanding Thought Leader Ads:

‍

Personal Touch: 

Unlike standard ads that originate from company pages, thought leader ads come from personal profiles, offering a humanized approach to advertising. 

‍

This method harnesses the inherent trust and relatability of individual thought leaders, amplifying their messages across targeted audiences on LinkedIn.

‍

As of March 2024, businesses can promote content from any connected user on LinkedIn with Thought Leader posts, as opposed to just verified employees.

‍

Seamless Integration: 

‍

To the audience, thought leader ads appear as regular posts but with the added benefit of targeted reach and visibility. 

‍

This seamless integration into the newsfeed portrays a natural engagement experience, hence fostering higher engagement rates compared to traditional ad formats.

‍

Implementation and Best Practices

‍

The success of thought leader ads hinges on selecting organic content that has already demonstrated shares and engagement. 

‍

By sponsoring high-performing posts, you capitalize on proven interest and ensure your ad budget is allocated to content with the highest potential return.

‍

Pro tip:
When creating a new single-image campaign, you can click “browse existing content” to find the post by searching for the LinkedIn member and sending a request for approval. 

‍

Since these ads will not be sent to a landing page, it’s best to place the intended page link in the first comment and pin the comment.

Tip #5: When to Leverage Video Views Objective

‍

When promoting video ads, selecting the Video View objective will increase the likelihood of getting the highest percentage of videos watched at the lowest cost. 

‍

This objective is designed to maximize the number of views your video receives, optimizing for visibility and engagement among your target audience.

‍

Creative Specifications: 

‍

For video creatives, the recommendation is to use a square format (1080x1080 pixels) and include captions. 

‍

This format is not only visually appealing but also takes up the most space in the feed property.

‍

Cost Efficiency and Performance:

‍

The cost for video views on LinkedIn typically ranges from 10 to 15 cents per view. 

‍

While this might be higher compared to other platforms like YouTube, which has been gaining traction in B2B sectors for its cost-effectiveness, LinkedIn's targeted audience can justify the investment.

‍

Best Practices for Video Campaigns on LinkedIn:

‍

Starting with the lowest feasible cost per view (CPV) in your bidding strategy can help manage costs while assessing the content's performance. 

‍

Adjustments can be made based on initial results to find the optimal balance between reach and budget efficiency.

Tip #6: Match Your Content to the Most Suitable Objective

‍

Understanding the type of content you're promoting determines the most effective objective and ad type for your campaign. 

‍

For event promotions, for example, certain ad formats have proven to yield higher results and drive registrations at a lower cost. 

‍

Let’s break down what type of assets yield the highest results for this example:

‍

Lead Generation Forms (LGF): 

‍

The premier choice for driving event registrations. 

‍

Lead-gen forms provide a seamless and streamlined user experience, with pre-populated forms making the conversion process as frictionless as possible. 

‍

The convenience of instantly filling out forms within the LinkedIn platform significantly increases conversion rates for registrations.

Pro tip:
To improve the performance of LGF, it's best to keep the number of custom fields below three. 
While leveraging pre-populated fields can maintain high conversion rates, adding more than two custom questions or actions can deter completions. 

‍

Event Ad Format: 

‍

This is one of the most effective ad types for event registries, but it is important to note that it cannot be combined with any of the conversion objectives. 

‍

Unique to this type of ad is the inclusion of social proof directly within the ad, such as the number of people who have shown interest or are planning to attend the event. 

‍

While its conversion rate may not match that of Lead Generation Forms, the added visibility and credibility from social proof make Event Ads a valuable tactic.

‍

To learn more about promoting events, dive into these articles below:

• 4 Unique LinkedIn Ad Strategies to Drive More Webinar Registrants
• 10 Insider Tips on Event Promotion From $1M+ In Ad Spend

‍

Website Conversion: 

‍

Directing users to a landing page for event registration is generally less preferred due to higher costs and lower conversion rates compared to previous tactics. 

‍

Exceptions exist, such as directing traffic to a calendar link or for specific targeting scenarios, but overall, this method is seen as less efficient for event promotion.

‍

Design and Copy Considerations:

‍

For campaigns opting to use landing pages, prioritizing copy over design is key. 

‍

The hero section, or above-the-fold content, is critical in capturing user interest. 

‍

Ensuring message consistency between your ads and landing page, alongside efficient conversion tracking, will set you up for success.

‍

To learn more about landing page best practices, dive into the article below by Pedro Cortés:

10 Proven Landing Page Tips To Boost Your Conversion Rates

‍

Pro-tip:
Streamlining Campaign Tracking with Dynamic URL Parameters:
‍LinkedIn's introduction of dynamic URL parameters at the campaign level presents a major leap forward in simplifying and enhancing tracking capabilities. 

‍

This feature allows marketers to set up the tracking once for the entire campaign, eliminating the tedious process of manually tagging each ad with unique UTM parameters. 

Tip #7: Take Advantage of Document Ads

‍

Document ads have proven highly effective for marketers looking to deepen engagement and build a robust retargeting pool. 

‍

They typically have impressive click-through rates, often reaching 6-7% or higher. 

‍

The best results from document ads are seen when paired with the engagement objective. 

Users who interact with this ad type demonstrate a clear interest in your content, making them ideal candidates for subsequent, more targeted marketing efforts.

‍

For more information on setting up your first document ads, check out this guide provided by LinkedIn

Tip #8: Scale Conversions with Conversation Ads

Conversation ads offer a unique, direct method of engaging with your target audience by delivering messages right into their LinkedIn inboxes. 

‍

These ads are billed on a cost-per-send basis, making it crucial to manage bids effectively to maximize both reach and budget efficiency. 

‍

Start your bid as low as possible and make adjustments depending on how well it’s pacing.
A good starting point is a $1 bid. 

‍

Due to LinkedIn’s second-price auction model for convo ads, they typically keep the actual cost close to the average historical cost per send. 

This model charges you just enough to outbid the next highest bidder, not the maximum amount you're willing to pay.

‍

Adaptation to Platform Changes: 

‍

Despite recent updates like the focus inbox change on LinkedIn, conversational ads have continued to perform well. 

‍

The direct nature of these ads keeps them effective, maintaining their status as a top-performing ad type.

‍

Best Practices for Conversational Ads:

‍

Because convo ads are more intrusive than other ad types, it’s important to ensure your targeting is precise. This precision prevents user annoyance and increases the likelihood of engagement.

‍

The content of your conversation ads should be compelling and offer clear value to a specific job function.

‍

Pro-tip:
The sender should resonate with the target audience for the highest credibility. 
Choosing someone with a similar job function or an industry expert/influencer can immediately boost credibility.

‍

For additional tips on convo ad’s best practices, check out this post by AdConversion

Tip #9: Top 3 Objectives for Single Image Ads

‍

Single-image ads are versatile and can be tailored to meet various objectives, but understanding which objective to prioritize can have a noticeable impact on the effectiveness of your campaigns.

‍

Lead Generation: 

The primary objective for many single-image ad campaigns is lead generation.

LinkedIn’s Lead-gen focuses on gathering user information through forms that are pre-populated with LinkedIn profile data, making it easier for users to submit their information without leaving the platform. 

‍

Engagement: 

‍

The second most common objective for single-image ads is engagement. 

‍

This objective aims to maximize interactions such as likes, comments, and shares. 

‍

It's particularly useful for increasing brand visibility and engagement within your target audience. 

‍

Fostering interactions also enhances the organic reach of your ads through the network effects of user engagement.

‍

The visual appeal and message of your single-image ad should resonate with your audience and encourage interaction. 

‍

Regular testing and adaptation of your ad creatives can help maintain high engagement levels.

‍

Website Visits:

‍

The third objective focuses on driving traffic to your website or specific landing pages to achieve conversions. 

‍

Whether your goal is to increase sign-ups, sales, or another conversion action, directing users to your website allows for more detailed tracking and nurturing of potential leads in your sales funnel.

Tip #10: When to Avoid Reach Objective (Brand Awareness)

‍

Brand awareness, which prioritizes impressions and broad visibility, often comes under scrutiny due to its cost implications and lower engagement metrics compared to other objectives.

‍

The reach objective operates on a cost-per-impression (CPM) model, where you are charged each time your ad is displayed, regardless of user interaction. 

‍

This can lead to higher expenditure without the guarantee of equivalent engagement or conversions. 

‍

The inherent nature of paying for mere visibility rather than actionable engagement makes this objective less appealing for many advertisers seeking tangible returns on their investment.

‍

This objective is also inefficient for retargeting. 

‍

Building retargeting audiences requires not just impressions but meaningful interactions that signal interest or intent. 

‍

The reach objective's focus on maximizing views rather than fostering engagement makes it less effective for gathering a meaningful contribution toward the retargeting pool.

Conclusion:

‍

In this article, we covered 10 actionable tips for matching the most suitable objectives and bidding strategies to your LinkedIn campaigns.

‍

Whether it’s choosing manual bidding to control costs, aligning ad types with your marketing objectives, or understanding when to leverage specific ad formats, each tip offers a pathway to better performance.

‍

By implementing these top 10 tips, you can navigate through the complexities of LinkedIn paid ads with greater precision and efficiency.

‍

I hope you found this article insightful and that it leads to successful outcomes for your future campaigns.

‍

If you’d like to reach out or get more tips, please connect with me via LinkedIn.

Master B2B LinkedIn Ads with these 3 Free Courses:

‍

If you want to become a LinkedIn Ads pro, check out our free B2B LinkedIn Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.

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

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⚙️ B2B LinkedIn Ads 101 - The Ultimate Crash Course for New LinkedIn Advertisers

• Foundations For LinkedIn Ads Success
• Measurement: Tracking & Key Principles
• Targeting: Reaching Your Dream Buyers
• Ads: Mastering The 9 Ad Formats

‍

🎯 B2B LinkedIn Ads 102 - The Blueprint for LinkedIn Ads Optimization

• Monitoring: How To Spot Performance Trends
• Auditing: How To Find The Darlings You Need To Kill
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• Optimization: How To Make Your LinkedIn Ads Profitable

‍

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• Concepts of Scaling
• Divide and Conquer
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Takes < 90 seconds to sign up (seriously we timed it 😂)

‍

People Also Ask

How can I determine the optimal bid amount for my LinkedIn ad campaigns?

Begin by setting bids slightly above LinkedIn’s recommended minimum to gather initial data. Monitor daily performance, adjusting bids to ensure your budget is fully utilized without overspending. Regular analysis helps in finding the balance between cost-efficiency and achieving desired reach.

‍

What are the best practices for aligning ad creatives with specific campaign objectives?

Ensure that your ad format and content match your campaign goals. For instance, use Video Ads with the Video View objective to maximize engagement, or Document Ads with the Engagement objective to share downloadable content effectively. Aligning creatives with objectives enhances campaign performance.

‍

How do I choose between manual and automated bidding strategies?

Manual bidding offers control over costs, allowing precise budget management, while automated bidding leverages LinkedIn’s algorithm for potentially broader reach. For Account-Based Marketing (ABM) or retargeting campaigns with small audiences, automated bidding can be effective. However, starting with manual bidding can provide valuable insights and control.

‍

What factors should I consider when selecting the appropriate campaign objective?

Identify your primary marketing goal—brand awareness, lead generation, website traffic, etc. Choose objectives that align with these goals and consider the ad formats that best support them. For example, use the Engagement objective for Thought Leader Ads to boost authority and reach.

‍

How can I effectively measure the success of my LinkedIn ad campaigns?

Track key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, cost per click (CPC), and return on ad spend (ROAS). Regularly analyze these metrics to assess performance and make data-driven adjustments to your strategies.

‍

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

‍

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

‍

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

‍

So you can stay omnipresent and convert users across channels. 

‍

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

‍

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

‍

‍

Recommended Channels: 

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

‍

Minimum Budget:

• $1,000/month (for 1 channel)

‍

Recommended Targeting:

‍

Step 1:  Confirm Your Remarketing Pixels are Installed

‍

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

‍

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. 

‍

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. 

‍

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

‍

How to Install the LinkedIn Ads Pixel In 4 Steps

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

‍

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

‍

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

‍

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

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

‍

How to Install the Google Ads Pixel In 5 Steps

‍

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. 

‍

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

‍

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

‍

‍

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

‍

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

‍

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. 

‍

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..).

‍

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

‍

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

‍

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

‍

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

‍

The advantage of creating retargeting segments by time frame is:

‍

✅ Easily see which cohort performs best

✅ Allocate more budget to the top performing time frame

✅ Align offers and messaging accordingly 

‍

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

‍

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).

‍

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

‍

Here are my go to choices for each channel below. 

‍

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: 

‍

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:

‍

For example: 

‍

❌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

‍

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

‍

Step 3: Adjust targeting and exclusion parameters.

‍

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

‍

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

‍

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

‍

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

‍

Here’s my go-to exclusions by channel. 

‍

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: 

‍

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. 

‍

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

‍

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

‍

Step 4: Align on retargeting content and offers. 

‍

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. 

‍

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.

‍

This is what Corporate Bro has to say about that 😂

‍

Recommended B2B Remarketing Budget Allocation: 

‍

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

‍

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…)

‍

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. 

‍

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

‍

4 Common Mistakes to Avoid with Retargeting:

‍

1. Only promoting offers 

‍‍

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

‍

2. Retargeting on assumption instead of action

‍

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). 

‍

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). 

‍‍

3. Not using all available retargeting segments 

‍

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. 

‍

4. Failing to refresh creative to offset fatigue 

‍

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. 

‍

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

‍

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

‍

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

• White papers?
• Webinars?
• Tutorials?
• Demos?
• Trials?

‍

The list goes on, and on…

‍

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

‍

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:

‍

B2B Retargeting Ad Examples:

‍

Product Marketing 

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

‍

Social Proof 

(Leveraging others words and results in our ads)

‍

Thought Leadership

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

‍

Offers

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

‍

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

‍

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

‍

B2B Retargeting Campaign Structure:

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

‍

Couple of important call outs:

‍

Every campaign has its own unique timeframe and retargeting bucket. 

‍This makes pacing, optimization, and reporting really easy. 

‍

‍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. 

‍

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

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

‍

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

‍

How to Build LinkedIn Retargeting Campaigns:

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

‍

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

‍

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

‍

Cohort #1: 30-Day LinkedIn Retargeting

‍

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

‍

Recommended Objectives:

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

‍

Recommended Daily Budget: $25-$100/day

‍

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)

‍

Recommended Bid Strategies: 

• Content focus = Maximize delivery
• Conversion focus = Manual CPC

‍

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

‍

Cohort #2: 90-Day LinkedIn Retargeting

‍‍

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

‍‍

Recommended Objectives:

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

‍

Recommended Daily Budget: $25-$100/day

‍

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)

‍

Recommended Bid Strategies: 

• Content focus = Maximize delivery
• Conversion focus = Manual CPC

‍

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

‍

Cohort #3: 180-Day LinkedIn Retargeting

‍

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

‍

Recommended Objectives:

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

‍

Recommended Daily Budget: $25-$100/day

‍

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)

‍

Recommended Bid Strategies: 

• Content focus = Maximize delivery
• Conversion focus = Manual CPC

‍

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

‍

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. 

‍

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

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

‍

Recommended Objectives:

• Conversion focus = Lead Generation or Conversion

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences (layer titles or function if possible): 

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

‍

Recommended Bid Strategies: 

• Conversion focus = Manual CPC

‍

Ads: Offers

‍

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

‍

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. 

‍

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. 

‍

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

‍

‍

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

‍

Cohort #1: 30-Day Meta Retargeting

‍

‍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

‍

Recommended Objectives:

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

‍

Recommended Daily Budget: $25-$100/day

‍

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)

‍

Recommended Bid Strategies: 

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

‍

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

‍

Cohort #2: 90-Day Meta Retargeting

‍

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

‍

Recommended Objectives:

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

‍

Recommended Daily Budget: $25-$100/day

‍

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)

‍

Recommended Bid Strategies: 

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

‍

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

‍

Cohort #3: 180-Day Meta Retargeting

‍

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

‍

Recommended Objectives:

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

‍

Recommended Daily Budget: $25-$100/day

‍

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)

‍

Recommended Bid Strategies: 

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

‍

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

‍

Optional: 30-Day Meta 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) | Image | Leads

‍

Recommended Objectives:

• Conversion focus = Leads or Sales

‍

Recommended Daily Budget: $25-$100/day

‍

Recommended Audiences: 

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

‍

Recommended Bid Strategies: 

• Conversion focus = Maximize number of conversions or leads

‍

‍Ads: Offers

‍

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

‍

‍

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

‍

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)

‍

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

‍

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

‍

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

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. 

• LinkedIn Retargeting: Launch Checklist
• Meta Retargeting: Launch Checklist
• X (Twitter) Retargeting: Launch Checklist
• YouTube Retargeting: Launch Checklist

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:

‍

✅ 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

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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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‍

If you’ve ever asked yourself:

• How much does YouTube Ads cost?
• What’s a good view rate for YouTube Ads? 
• What’s a good CTR for YouTube Ads?

‍

We analyzed $1,041,978 In YouTube Ads data from 2023-2024 to find the answers. 

‍

Now It’s important to stress that benchmarks and stats should not be seen as law. 

‍

Use these benchmarks and stats  as helpful starting point for perspective. 

‍

But ultimately you should hold yourself accountable to your own results. 

‍

The data set is comprised of the following sample:

• Companies with > $10,000 in YouTube spend
• Historical performance from 2023-2024
• 100% B2B SaaS organizations 

‍

For my fellow nerds 🤓 you can review and play with the anonymized data set here <<

Let’s jump into the insights! 

‍

TABLE OF CONTENTS

• How much does YouTube Ads cost?
• Average Cost Per Click (CPC)
• Average Cost Per Thousand Impressions (CPM)
• What’s a good view rate for YouTube Ads? 
• What’s a good CTR for YouTube Ads?
• Additional Resources

How Much Does YouTube Ads Cost?

‍

Average Cost Per View (CPV)

‍

The average cost per view for YouTube in-stream ads is $0.05, ranging from $0.01-$0.19.

‍

A view is only counted if someone watches at least 30 seconds of your video. 

‍

Average Cost Per Click (CPC)

The average cost per click for YouTube Ads is $3.56, ranging from $0.05 - $10.71.

‍

Average Cost Per Thousand Impressions (CPM)

The average cost per thousand impressions (CPM) for YouTube Ads is $9, ranging from $1 - $23. 

What’s a Good View Rate for YouTube Ads? 

The average view rate for YouTube in-stream ads is 29.24%, ranging from 3.47% - 51.39%. 

What’s a Good CTR for YouTube Ads?

The average clickthrough rate  for YouTube in-stream ads is 0.51%, ranging from 0.09% - 1.64%. 

Additional Resources

If you’re looking to uplevel your paid advertising skill set check out our free on-demand courses and join 1,000+ B2B marketers leveling up their skill sets. 

‍

If you want to dive deeper into B2B advertising check out some of our other top articles:

• B2B Advertising in 2024: The Definitive Guide
• How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)
• How to get LinkedIn-like Targeting with YouTube Ads for B2B

‍

Hope these benchmarks and stats gave you some insight on YouTube Ads. 

‍

As mentioned at the beginning of this article benchmarks should only be used as a starting point. 

‍

Your performance and beating your current benchmarks is ultimately all that matters most. 

‍

People Also Ask

How can I optimize my YouTube Ads to achieve a lower Cost Per View (CPV)?

To reduce CPV, focus on creating engaging content that resonates with your target audience. Utilize precise targeting options to reach viewers more likely to engage with your ad, and experiment with different ad formats to determine which yields the best performance.

‍

What factors influence the Cost Per Thousand Impressions (CPM) for YouTube Ads?

CPM is affected by factors including audience demographics, geographic location, industry competition, and seasonal demand. Understanding these elements can help in strategizing your ad placements and budgeting effectively.

‍

How does the bidding strategy impact the overall cost of YouTube Ads?

Choosing between bidding strategies like Cost-Per-View (CPV) and Cost-Per-Thousand Impressions (CPM) can significantly influence ad costs. Selecting a strategy that aligns with your campaign objectives—whether focusing on views or impressions—can optimize spending.

‍

What are some best practices for achieving a higher click-through rate (CTR) on YouTube Ads?

Enhance CTR by crafting compelling ad creatives with clear calls-to-action, ensuring relevance to the target audience, and conducting A/B testing to refine ad elements. Monitoring performance metrics allows for continuous optimization.

‍

How can I effectively measure the return on investment (ROI) for my YouTube Ad campaigns?

Calculate ROI by comparing the revenue generated from the ad campaign to the total ad spend. Utilize tracking tools to monitor conversions and assess the profitability of your campaigns, adjusting strategies as needed to improve outcomes.

‍

Increase your SaaS landing page conversions with strategies you can apply today.

‍

I’ve had the pleasure of crafting more than 100+ landing pages for top SaaS brands.

‍

Here are my top 10 tips and landing page best practices for increasing conversion rates. 

(In no particular order, they all matter) 

‍

TABLE OF CONTENTS

• Tip #1 - Showing the “Aha Moments” in the Hero Section
• Tip #2 - Switching from “Call to Action” to “Call to Value”
• Tip #3 - The Art of Showcasing True Value
• Tip #4 - Contrast: The Psychology Behind Decision-Making in SaaS
• Tip #5 - The Art of Show vs Tell
• Tip #6 -  Increase Conversion by Selling Indirectly
• Tip #7 - Showcasing the Crucial 20% That Truly Resonates
• Tip #8 - Minimizing Risk to Maximize Conversion
• Tip #9 - How to Find Those “Aha Moments”
• Tip #10 - The Three Pillars for an Effective Landing Page
• Bonus Tip: Enhance Your Mental Reference
• Conclusion
• Resources for Mastering B2B Advertising

Tip #1 - Showing the “Aha Moments” in the Hero Section

‍

Unlike traditional approaches that cram the hero section with exhaustive product details, the most effective strategy is to spark curiosity.

‍

The hero's purpose transcends mere product selling; it's about unveiling those 'aha' moments that resonate deeply with the audience, compelling them to explore further.

‍

'Aha' moments are those instances of sudden insight or discovery that leave a lasting impression on the audience.

‍

In the hero section, showcasing these moments effectively can be the difference between a visitor bouncing off the page and one who stays to learn more.

‍

For example, rather than just stating that a product simplifies a complex process, demonstrating this transformation through a brief, engaging visual or interactive element can be far more compelling.

The Case for Clarity and Creativity:

‍

Consider a tool that converts audio instructions into a polished presentation.

‍

A straightforward statement like "You talk, we'll write" paired with a generic AI-themed image does little to convey the true potential of the product. 

‍

A more effective strategy would involve a dynamic display of an audio clip evolving into a complete slide deck right within the hero section. 

‍

This visual demonstration not only clarifies the product's purpose but also instantly showcases its efficiency and innovative approach, making the value proposition clear and compelling from the outset.

Tip #2 - Switching from “Call to Action” to “Call to Value”

‍

A compelling call to action (CTA) is effective not just because it tells users what to do, but because it clearly shows the value they'll get from taking action.

‍

This principle is particularly relevant when discussing how to entice potential users to engage with a SaaS product, whether through booking a demo, signing up for a trial, or merely exploring the features of a tool.

‍

The Strategy of Value-Driven CTAs:

‍

A common misstep in crafting CTAs is the assumption that a straightforward directive—such as "Sign up for free" or "Book a demo"— suffices to motivate action.

‍

However, this overlooks the critical need to communicate the unique benefits that await the user.

We need to shift from a generic call to action to one that vividly presents a 'value proposition'.

‍

For instance, rather than merely inviting potential customers to "book a demo," a more effective approach would illustrate what they can expect to gain from that demo, such as “Book a 30-Minute Demo & Walk Away With 5 Tailored Tips”

‍

Tailoring Experiences to Overcome Skepticism:

‍

Marketers need to ensure that CTAs are not just gateways to product features but also to experiences that address the visitors' needs and concerns. 

‍

Particularly in industries where customers are overwhelmed with choices, standing out requires demonstrating immediate and tangible value.

‍

Practical Example:
A service offering insights into optimizing YouTube ad placements might offer a "Free consultation to uncover 10 high-impact ad placements you're missing." 

This approach directly speaks to the user's desire to gain an advantage and assures them of receiving valuable insights regardless of their decision to commit to the service.

‍

Leveraging Trust Through Transparency and Results:

‍

Trust plays a major role in converting users from interested observers to active participants. This trust can be significantly bolstered by transparency and evidence of potential results.

‍

A case in point involves a service that automates customer feedback collection, where the CTA emphasizes the realistic outcomes users can expect, such as "Join our trial and see how businesses gain 10+ new reviews in just a week." 

‍

Such a statement not only sets clear expectations but also addresses common concerns around efficacy and value for time spent.

Tip #3 - The Art of Showcasing True Value

‍

The debate between emphasizing features versus benefits has long been a topic of discussion. 

‍

However, a more profound approach focuses on selling outcomes—a strategy that transcends the traditional split by aligning a product's capabilities directly with the customer's success.

‍

This method does not just highlight what the product can do or the advantages it offers but rather, it shows the tangible impact it will have on a user's objectives, such as enhancing profitability, efficiency, or operational insights.

‍

For example, instead of stating that an analytics tool provides comprehensive data analysis (a feature) or delivers actionable insights (a benefit), outcome-based selling would focus on how it enables businesses to identify and rectify inefficiencies in their ad spend, ultimately increasing ROI.

‍

Crafting an Indirect Promise:

‍

One of the critical nuances of this approach is the subtlety of the promise being made.

‍

Directly stating that a product will lead to more revenue or savings might trigger skepticism. Thus, the art lies in painting a scenario that leads the customer to reach these outcomes naturally. 

‍

By detailing the insights or efficiencies a tool provides, customers begin to see the path to increased profits or reduced costs themselves, making the conclusion feel like their discovery rather than a bold claim from the company.

‍

Practical Example:
‍Consider a service that offers AI-driven call answering for small businesses. Rather than simply stating it answers calls, the marketing message could focus on the outcome:
‍
"Never miss a sale again with our AI receptionist, ensuring you capture every opportunity, 24/7." 
‍
Such framing not only addresses the immediate feature but also connects it to a desirable business outcome—increasing sales by capturing every call.

Tip #4 - Contrast: The Psychology Behind Decision-Making in SaaS

‍

Mastering the subtle technique of drawing contrasts does more than just emphasize a product's strengths;

‍

It vividly contrasts the potential customers' current challenges with the brighter prospects that the right solution can offer. 

‍

Fundamentally, selling through contrast means outlining the challenges or limitations customers currently face and comparing these with the transformative benefits the product can provide.

‍

The effectiveness of this strategy lies in its ability to magnify the perceived value of a solution, making the switch or become not just logical but, essentially, inevitable.

‍

Crafting Compelling Contrasts:

Creating compelling contrasts requires a deep understanding of the customer's current struggles and how they align with the unique capabilities of the SaaS solution. 

‍

This involves asking probing questions that uncover pain points and limitations of current tools or processes and demonstrating how the product not only addresses these issues but also offers additional, unforeseen benefits

Tip #5 - The Art of Show vs Tell

‍

Transcend beyond the superficial allure of adjectives like "fast," "easy," or "better," which, while enticing, often fall short of conveying the true essence and capability of a product.

‍

Demonstrating Value Through Evidence:

‍

The key lies in demonstrating value through clear, undeniable evidence. 

‍

For instance, showcasing a time-lapse video of creating a 25-email sequence in 15 minutes delivers a powerful, visual affirmation of the tool's efficiency.

‍

This method not only captures attention but also dispels doubts by providing a visual benchmark for the tool's capability.

‍

The Synergy with Earlier Strategies:

‍

"Show, don't tell" beautifully complements earlier discussed strategies like focusing on outcomes and creating contrast. 

‍

It provides the tangible proof that underpins these approaches, ensuring that the marketing message is not just heard but felt and understood.

‍

The landing page below has a short video demonstrating the value to prospects.

Tip #6 -  Increase Conversion by Selling Indirectly

‍

The ability to sell outcomes indirectly is not just a tactic; it's an art form. 

‍

The essence of this approach lies in the subtle but powerful shift from telling prospects about the benefits of a product to showing them the tangible impact it can have on their operations, revenue, or efficiency. 

‍

Direct claims often invite skepticism, whereas indirect suggestions inspire imagination and belief.

‍

The Power of Indirect Selling:

‍

Direct selling, especially when it involves bold claims like being the "number one CRM for a niche," tends to be met with skepticism.

‍

Prospects are bombarded with similar claims daily, making them numb to such assertions. 

‍

The challenge, therefore, is to engage their imagination and lead them to the conclusion that your product is the superior choice without explicitly stating it.

‍

This involves painting a picture of the outcomes in a way that the prospect can see themselves achieving these results with your product.

‍

Practical Example:
Consider the scenario of a dental practice missing calls—and thereby potential business—outside of office hours.‍ 

Instead of merely stating that an AI receptionist tool can save them money and time, the narrative is constructed around the loss incurred when calls go unanswered.

By quantifying the potential loss (e.g., "every missed call could cost you a thousand dollars"), the message effectively highlights the cost of inaction. 

‍‍This approach leverages the fear of loss, a potent motivator, making the solution offered by the product not just desirable but necessary.

‍Another innovative approach is using analytics and user feedback mechanisms within the product itself to remind users of the value they're missing by not upgrading.

‍

Tip #7 - Showcasing the Crucial 20% That Truly Resonates

‍

The effectiveness of a landing page can significantly influence a company's conversion rates. 

‍

Simplicity is one of the most important components of a successful landing page, yet it is often overlooked.

‍

Rather than bombarding potential customers with every detail and feature of the product, present just enough information to pique interest and guide visitors to the next step.

‍

The primary goal of a landing page is not to sell the product in its entirety but to entice visitors with a compelling overview that encourages them to explore further.

‍

Say more with less:

• Show, Don't Overwhelm: overloading a page with information can deter potential leads.
  ‍
• Simplify the Decision-Making Process: by offering a snapshot rather than a deep dive, companies can make it easier for prospects to decide and engage further with the product. 
  ‍
• Address Key Objections Proactively: incorporating elements that address key objections can transform a passive viewer into an active lead.

‍

Every potential customer comes with a set of preconceived notions and concerns that could hinder their willingness to engage with a product. 

‍

Successful landing pages anticipate these objections and address them upfront.

‍

 This proactive strategy serves two purposes: 

• Reassures visitors that their concerns are recognized 
• Positions the company as attentive and customer-centric.

‍

For instance, if a common objection is the perceived complexity of integrating a new software tool into existing workflows, a landing page might feature testimonials from users who found the process straightforward and supported. 

‍

This kind of social proof can alleviate concerns and motivate visitors to take the next step.

‍

Practical Example:
‍Consider a SaaS product designed to enhance project management. 

Instead of listing every feature and tool available, focus on showcasing how it simplifies project tracking, enhances team collaboration, and leads to better project outcomes.

Use visuals and brief case studies to demonstrate the benefits. 

This method not only captures interest but also sets the stage for visitors to discover more by trying the product themselves.

‍

The Role of the Landing Page in the Sales Process:

‍

The landing page itself is not the end goal but a means to an end. 

‍

The ultimate objective is to guide visitors toward making a decision. 

‍

So, the landing page should be designed with this goal in mind, ensuring that the call-to-action (CTA) is clear, compelling, and aligned with what visitors are seeking.

‍

This concept extends to product-led growth companies, where even free products require a degree of selling. 

‍

In this context, the landing page must convincingly communicate the value of trying the product, addressing any barriers to action, such as time investment or skepticism based on past experiences with similar tools.

Tip #8 - Minimizing Risk to Maximize Conversion

‍

Removing perceived risk is often more straightforward and impactful than detailing the outcome. 

‍

This approach centers on simplifying the decision-making process for potential users by alleviating their concerns and highlighting ease of use.

‍

The Challenge of Clarifying Outcomes:

Clarifying the outcome a product or service offers can be a complex task, requiring precise language and a deep understanding of the audience's needs and expectations.

‍

It involves not just stating what the product does, but also communicating its value in a way that resonates with potential users. 

‍

This can be particularly challenging when dealing with innovative or complex solutions where the benefits are not immediately apparent.

‍

Easing the Path to Conversion:

‍

Contrary to the complex process of defining outcomes, mitigating risk for the user often follows a more straightforward path.

‍

It involves clear, actionable steps that directly address common concerns and barriers to entry. 

‍

Possible actions include:

• Enhancing Call to Actions
• Addressing Objections Proactively
• Showcasing Practical Examples

‍

Removing risk transforms the decision-making process from a calculation into an opportunity.

‍

When potential users feel that they have nothing to lose and everything to gain, the barrier to taking the next step lowers significantly. 

Tip #9 - How to Find Those “Aha Moments”

‍

Identifying “ Aha Moments” requires a deep understanding of the user experience, often achieved through collaboration with teams directly interacting with customers, such as sales and support.

‍

Once identified, these moments should be prominently featured on the landing page.

‍

This could involve detailed case studies, interactive demos, or succinct bullet points that directly address common questions or concerns.

‍

For instance, if a product offers unprecedented ease of use, showing a quick video of someone setting up a complex task in minutes can be incredibly persuasive.

‍‍

Practical Example:
Illustrating how a product can solve a problem in a way that no other can, such as automating a task that typically takes hours into just a few clicks, can instantly communicate its value.

Practical examples not only aid in understanding but also help potential users envision themselves benefiting from the product.

‍

Tip #10 - The Three Pillars for an Effective Landing Page

‍

Creating an effective landing page is like constructing a building.

‍

It requires a solid foundation and supportive pillars to ensure stability and function. 

‍

There are three critical pillars that, when thoroughly crafted and harmonized, can significantly enhance the page's effectiveness and conversion rates. 

‍

These pillars are: 

• Results: the promise of value
• Perceived Superiority: standing out from the competition
• Risk Mitigation: lowering the barriers to adoption

‍

This approach ensures that every element of the landing page works in harmony to support the ultimate goal:

‍

Driving conversions and achieving business objectives.

Bonus Tip: Enhance Your Mental Reference 

‍

Just as artists draw from a vast mental library of images and concepts to create something novel and breathtaking, landing page designers and copywriters must build their own collection of inspirational references. 

‍

This mental database enables them to recognize and apply successful elements from various sources, combining them in innovative ways that resonate with their specific audience.

‍

How to build your mental reference: 
‍

• Curate Examples: actively seek out and save examples of landing pages, ads, copy, and designs that catch your attention. some text
  • Tools like Pinterest or dedicated design inspiration websites can be invaluable.
    ‍
• Analyze What Works: don't just collect examples; study them.some text
  •  What makes a particular landing page effective?
  •  How does it engage its audience?
  •  How are the visuals and copy aligned to convey a compelling message?
    ‍
• Learn from Various Industries: broaden your horizons by exploring successful landing pages across different sectors.
  ‍
• Stay Updated: the digital landscape is ever-evolving, and so are the trends in landing page design and copywriting. Keeping up-to-date with the latest trends ensures your mental reference is not only vast but also relevant.

Conclusion:

In crafting effective landing pages, the key lies in simplicity, clarity, and focusing on the product's true value.

‍

By enticing users with outcomes rather than overwhelming them with features, addressing their concerns upfront, and demonstrating the tangible benefits they stand to gain, companies can significantly boost conversions.

‍

This holistic approach, from spotlighting product essence to leveraging contrast and indirect selling, transforms landing pages from mere entry points into powerful catalysts for customer engagement and success.

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:

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✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

‍

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

•  Scale their ideas
• Level up their careers
• Make a positive impact

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

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‍

People Also Ask

How can I effectively measure the success of my landing page optimizations?

Utilize analytics tools to monitor key performance indicators (KPIs) like conversion rates, bounce rates, and average session duration. A/B testing different elements can also provide insights into what changes resonate with your audience.

‍

What are common pitfalls to avoid during landing page optimization?

Avoid cluttered designs, slow load times, and unclear calls-to-action. Ensuring mobile responsiveness and aligning content with user intent are also crucial to prevent high bounce rates.

‍

How often should I update or test my landing pages?

Regularly review performance metrics and conduct A/B tests, especially when introducing new products or campaigns. Continuous optimization helps maintain relevance and effectiveness.

‍

What role does SEO play in landing page optimization?

Incorporating relevant keywords, optimizing meta tags, and ensuring fast load times can improve search engine rankings, driving more organic traffic to your landing page.

‍

How can I personalize landing pages for different audience segments?

Use dynamic content to tailor messages based on user demographics, behavior, or referral sources, creating a more personalized and engaging experience.

‍

‍

Looking to boost registrations for your next event?

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

‍

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

(In no particular order, they all matter) 

‍

TABLE OF CONTENTS

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

‍

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

‍

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

‍

It requires a carefully structured budget across four critical stages: 

1. Pre-Event
2. Event-Day
3. Post-Event
4. Repurpose-Phase

‍

‍

Let’s break down each stage.

‍

1/ Pre-Event: The Hype Machine:

‍

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

‍

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

‍

‍

2/ During the Event Day: Capturing Attention:

‍

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

‍

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

‍

‍

3/ Post-Event: Leveraging Assets:

‍

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

‍

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

‍

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

‍

‍

4/ After The Event - The Repurpose Phase:

‍

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

‍

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

‍

‍

Budget distribution:

‍

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

‍

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

‍

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

Practical Budgeting Example

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

‍

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

Tip #2: Utilizing Partnerships & Internal Networks

‍

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

‍

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

‍

Strategic Content Sharing: 

‍

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

‍

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

‍

Influencer Collaboration: 

‍

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

‍

Pro-tip:

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

‍

How to Craft Influencer Outreach:

‍

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

‍

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

‍

‍

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

‍

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

‍

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

‍

‍

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

‍

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

‍

Example of Boosting an organic post for LinkedIn

‍

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

Tip #3: Mastering Segmentation & Efficiency 

‍

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

‍

Broad targeting equals wasted effort.

‍

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

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

‍

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

‍

Pro-tip:

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

Tip #4: Remarketing Mastery: Capitalizing on Targeted Engagement

‍

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

‍

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

‍

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

‍

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

‍

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

‍

‍

Tip #5: Cross-Channel Integration

‍

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

‍

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

‍

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

‍

Pro tip: Check this article to learn how to get LinkedIn-like targeting on YouTube ads for B2B.

‍

Platform-Specific Strategies: A Closer Look:

‍

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

‍

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

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

‍

Navigating the Creative Challenge:

‍

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

‍

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

‍

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

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

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

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

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

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Example of Meta’s radius targeting:

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Measuring the Impact of Geo-Targeted Campaigns:

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

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

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Creative and Tactical Considerations:

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

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

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Pro-tip

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

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

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Gamification: A strategy to break through the noise!

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

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Practical Example

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

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Operationalizing Gamified Content:

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

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

Tip #8: Display Advertising & Maximizing Visibility

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Stepping beyond traditional advertising channels can lead to remarkable visibility. 

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

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Direct Publisher Engagement: 

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

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

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The Operational Dynamics:

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

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

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Reducing Variables for Success: 

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

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

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

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

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

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

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

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

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

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

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Operationalizing ROI-Focused Strategies:

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

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

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

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

Conclusion

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

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

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

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

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

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People Also Ask

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How can I effectively measure the success of my event promotion campaigns?

Utilize key performance indicators (KPIs) like registration numbers, attendance rates, engagement levels during the event, and post-event feedback. Tools like Google Analytics and social media insights can help track these metrics.

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What are some common pitfalls to avoid in event promotion?

Avoid neglecting audience segmentation, underestimating the importance of follow-up communications, and failing to allocate sufficient budget across all promotional phases. Ensuring a balanced approach can prevent these issues.

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How can I leverage user-generated content to enhance event promotion?

Encourage attendees to share their experiences on social media using a dedicated event hashtag. Feature this content in your promotional materials to build credibility and engage potential attendees.

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What role does influencer marketing play in promoting events?

Collaborating with industry influencers can expand your event’s reach and add credibility. Influencers can share event details with their followers, potentially increasing registrations.

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How can I ensure a seamless transition from online promotion to on-site engagement?

Maintain consistent messaging across all platforms and provide clear information about the event schedule, location, and activities. Utilize event apps or social media groups to keep attendees informed and engaged before and during the event.

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