Hey there, Digital Marketer. Do you cringe a little when you hear the words “setting up tracking in an ad channel”?  😅

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Tracking may be the unsexy side of marketing, but I promise that Google Ads Tracking Templates are simpler than they sound. 

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In this article, I’ll show you how to set up tracking right, capture accurate data, and see what’s really driving your conversions and revenue. 

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Let’s dive in! 👇

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TABLE OF CONTENTS: 

• What is a Google Ads Tracking Template?
• How to install Tracking Templates in Google Ads
• Benefits of adding Tracking Templates to your campaigns
• From clicks to conversions: Master Google Ads for B2B

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What is a Google Ads Tracking Template?

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Tracking templates allow you to streamline your link tagging process and pass static and dynamic values. 

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I created this little cheat sheet for you here to give you an understanding of a tracking template.

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Here’s what each parameter means:

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• {lpurl}: This is your landing page URL. So whatever the URL is in your ad, the template will automatically inherit it and then automatically append these different static and dynamic values based on these parameters.
  
  
• UTMs: These are your standard UTMs, like UTM source, UTM medium, campaign, term, and content.
  ‍Check out our Free UTM Tagger Tool to easily create them in bulk and for more info about each parameter.
  
  
• Static Values: Static means it’s always the same, it’ll remain consistent. So a static value will always be a text.
  
  So in the image example above, we always want the UTM Source to be google, the UTM Medium to be cpc, and the UTM Campaign to be trial.
  
  
• Dynamic Values: Dynamic means it changes. The values here usually have squiggly brackets like {keyword} or {matchtype}, which tell Google Ads to populate that field dynamically.
  
  For example, with {keyword}, the UTM Term will automatically insert the keyword that drove the click, giving you granular detail on the search behavior driving each visit.
  
  
• Custom Parameters: These are parameters you can create that are not part of the UTM parameters, which are your standard ones.
  
  You’ll probably want to use custom UTM parameters if you have some sort of advanced tracking setup.
  
  Anything that is available in the URL, you can then set up with JavaScript the ability to pass the data from those parameters into hidden fields in your form, to then be able to route and track and do all sorts of things in your backend.
  
  In the cheat sheet above, the ad_name parameter will give you details about which ad drove the visit.
  ‍

So this is a tracking template, and it’s really important as this is going to allow you to get a lot better data and ultimately, better insights from your activities. 

How to Install a Tracking Template in Google Ads
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You can install a tracking template at the campaign, ad group, or ad level. You could even do it at the account level with the tracking script, but I recommend that you start off at the campaign level.

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Here are the steps you need to follow in your Google Ads account 👇

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1. Open your account,  then open the campaigns tab and choose one campaign. Now go into the settings by clicking on this little gear.

2. ‍Scroll down to additional settings.

3. Go to the Campaign URL options and paste your tracking template in the “Tracking Template” field.
   

Here you’ll want to follow the format from the cheat sheet I shared at the beginning of this article because that is the syntax of the tracking template.
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To be easier, you  can copy this tracking template below  and just add  your static values in the highlighted fields:

{lpurl}?utm_source=entersource&utm_medium=entermedium&utm_campaign=entercampaign&utm_term={keyword}_{matchtype}&ad_name=enteradname

• UTM Source: People usually use Google or AdWords.
• UTM Medium: People usually put CPC or paid search. This 100% depends on you and your business, your company, and how you want to track things.
• UTM Campaign: You can put the name of your campaign. The downside is that you have to do this for each campaign.
• UTM Term: This will dynamically push the keyword that drove the click and the match type.
• Ad_Name (custom parameter): This is 100% optional, and most of the clients from our agency don’t really need custom parameters, but I just want you to be aware of it.
  
  Once you’ve mastered basic tracking, custom parameters can add another layer of insights by capturing non-standard data. For instance, if you want to differentiate ad variations, you could set a custom parameter like ad_name=RSA1.
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You can also find all the Value Track Parameters Google supports here:

I usually like to set my tracking templates at the campaign level, which suffices. So, in this case, each campaign must have a unique tracking template.

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Another cool thing about the tracking template is once you create the tracking template at the campaign level, you no longer have to worry about tagging your ads with UTM parameters at the ad level. 

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It'll automatically inherit the campaign URL tracking template and tag your links appropriately.

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If you're just putting all of the tagged URLs at the ad level, it can be really problematic sometimes and time-consuming to make changes and miss things. This helps streamline things and push those dynamic parameters. 

Benefits of Adding Tracking Templates to Your Campaigns

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Setting up tracking templates in Google Ads is a powerful way to automate link tagging and capture high-quality data.

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The better data we pass through our tracking template, the more insights we can receive. 

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With standard UTMs, dynamic parameters, and custom fields, you’ll get a clear view of what’s driving performance and find better ways to allocate budget, optimize campaigns, and ultimately boost results. 🚀

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Why deny yourself incredible insights such as “which keywords drive the most revenue?..” when you can capture that information at no additional cost? 

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That’s it about tracking templates! 🎉

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Now go build your first one and let the data guide your ad strategies! 🤓

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I hope you found this article useful!

From Clicks to Conversions: Master Google Ads for B2B 🔥

‍

If you want to become a Google Ads pro, check out our free B2B Google 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: 

‍

⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners

• The Googleverse: The Game You're Playing & How To Win
• Measurement: How to Make Sure You're Profitable
• Targeting: How to Show Up For the Right Searcher
• Planning: Putting It All Together

‍

🎯 Google Ads 102 - How to Clicks Into Profit

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

‍

🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers

• Methodology: How to Vertically Scale Google Ads From A-Z
• Campaigns: Scaling Horizontally Through Campaign Themes
• Channels: Scaling Outside of Paid Search

‍

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

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

‍

People Also Ask

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What is a tracking template in Google Ads?

A tracking template is a URL parameter setup in Google Ads that appends tracking information to your landing page URLs. This allows you to monitor specific details about ad clicks, such as the campaign, ad group, keyword, and device involved. 

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Why should I use tracking templates in my campaigns?

Implementing tracking templates automates link tagging, ensuring consistent and accurate data collection across your campaigns. This leads to better insights into performance metrics, enabling more informed optimization decisions. 

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How do I set up a tracking template in Google Ads?

To set up a tracking template:

1. Log in to your Google Ads account.
2. Navigate to the desired account, campaign, ad group, or ad level.
3. Click on “Settings” and then “Additional settings.”
4. Under “Tracking,” enter your tracking template URL, incorporating the necessary ValueTrack parameters.
5. Save your changes.

This setup enables dynamic tracking of various metrics. 

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What are ValueTrack parameters, and how do they work in tracking templates?

ValueTrack parameters are dynamic URL components that capture specific information about each ad click, such as the device used ({device}), the keyword that triggered the ad ({keyword}), and the campaign ID ({campaignid}). When a user clicks your ad, these placeholders are replaced with actual data, allowing for detailed performance analysis. 

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How can I test if my tracking template is working correctly?

After setting up your tracking template, use the “Test” button in the “Tracking” section of your Google Ads account settings. This function combines your final URL with the tracking parameters to ensure it directs to the correct landing page and that all parameters are functioning as intended.

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Hey there B2B SaaS marketer! Are you getting FOMO around Google Ads? 

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Every day thousands of SaaS businesses are converting clicks into profitable pipeline on Google Ads, and conversely thousands are burning clicks into wasted ad budgets. 

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After $10M in Google Ads spend management for incredible SaaS companies like ActiveCampaign, Mixpanel, and others, I’ve developed a criteria for Google Ads success.

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I call it the Google Ads Sweet Spot. If you want Google to be a significant driver in your pipeline generation you need to make sure your SaaS company checks these 3 criteria. 

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After reviewing, it’ll be clear if Google is right for you, let’s dive into it 👇

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TABLE OF CONTENTS: 

• Proven Concept
• Existing Demand
• Sufficient Margin
• Master Google Ads for B2B

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Proven Concept

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The first criteria in the Google Ads Sweet Spot is a Proven Concept. 

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You see, in order to succeed with Google Ads your product has to be built on a time-tested and proven concept. 

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Imagine running Google ads for a generative AI product before the invention of ChatGPT. 

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Because AI products still hadn’t gained popularity, you probably would have struggled to generate sufficient searches and clicks on your ads. 

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If you create an innovative product in a new category that no one understands, you likely won’t see a great return on effort from Google.

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In this case, it’d make more sense to focus on educating the market about the problem you solve via demand gen channels such as paid and organic social. 

Existing Demand

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The second criteria of the Google Ads Sweet Spot is Existing Demand. 

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This is directly connected to the first criteria: you won’t generate pipeline or revenue if people aren’t actively looking for your solution. 

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If you only have, for example, 100 people searching for your product every month, it’s going to be impossible to generate significant results from Google. 

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For example, assuming the industry average conversion rate of 3%, and 5% clickthrough rate (CTR) you’re looking at 5 clicks from the 100 impressions, and you need a minimum of 33 clicks to generate a single lead. At 100 impressions/month it will take you six and a half months to generate ONE lead 🤯– extreme example but I hope you get the point. 

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You need enough search volume, so you have enough clicks, and ultimately conversions. 

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To verify that you have sufficient search volume, you can use the Google Ads keyword planner. 

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Let’s say you want to bid on the term Google Ads courses within the United States. You can see that there are approximately 2,900 searches every month for this specific term, which validates that there’s sufficient search volume to have a chance at success. 

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Keep in mind monthly searches in the keyword planner are just an average and always changing – use them to inform your estimates but take them with a grain of salt. 

Sufficient Margin

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The third criteria of the Google Ads Sweet Spot is Sufficient Margin.

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You SHOULD NOT run Google Ads if you don’t have enough margin, or in other words, a high enough lifetime value (LTV) to offset acquisition costs. Without a high enough LTV, Google will never become a profitable channel for your company. 

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Here’s an example: 

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Let’s say you have an LTV of $100 per user, and your average cost per click is $10. In this case, the likelihood of running profitable campaigns is slim – you’d have to convert 10% of your total traffic just to break even 😅 (when the industry average conv rate is 3-5%). 

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If you’re selling a variety of products and you have a small budget (<$10K/month), I recommend running ads for the products with the highest lifetime value to maximize your chances of profitability. 

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If your campaigns aren’t profitable right away, that’s okay, as long as you know you’ll recoup your investment 3-6 months down the line. 

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If you want to see if the math adds up to run Google Ads profitably for your company, check out our free Google Ads Budget calculator. 

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I hope you found this article helpful!

‍

Google Ads definitely is not for everyone but if your SaaS meets these three criteria your chances of success are far greater than not based on my experience. 

‍

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

‍From Clicks to Conversions: Master Google Ads for B2B 🔥

‍

If you want to become a Google Ads pro, check out our free B2B Google 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: 

⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners

• The Googleverse: The Game You're Playing & How To Win
• Measurement: How to Make Sure You're Profitable
• Targeting: How to Show Up For the Right Searcher
• Planning: Putting It All Together

‍

🎯 Google Ads 102 - How to Clicks Into Profit

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

‍

🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers

• Methodology: How to Vertically Scale Google Ads From A-Z
• Campaigns: Scaling Horizontally Through Campaign Themes
• Channels: Scaling Outside of Paid Search

‍

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

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

‍

People Also Ask

‍

What are some advanced targeting techniques for B2B SaaS Google Ads campaigns?

Utilize features like custom intent audiences to target users actively searching for solutions similar to your SaaS product. Combine these with demographic and location filters for precise audience targeting.

‍

How can I effectively allocate my budget across different Google Ads campaign types for B2B SaaS?

Consider allocating your budget to a mix of search campaigns for high-intent keywords, display campaigns for brand awareness, and remarketing campaigns to re-engage potential leads.

‍

How do I choose the right bidding strategy for my B2B SaaS Google Ads?

Select bidding strategies based on your campaign goals. Use target CPA (cost per acquisition) for lead generation or maximize clicks to drive traffic. Test different strategies to determine what works best for your objectives.

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What are the common mistakes to avoid in B2B SaaS Google Ads campaigns?

Avoid broad targeting that wastes budget, neglecting negative keywords, and under-optimizing ad creatives. Regularly review and refine your campaigns based on performance metrics.

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How can I use ad extensions effectively in B2B SaaS Google Ads?

Include ad extensions like callouts, sitelinks, and structured snippets to provide additional information, improve click-through rates, and enhance ad visibility. Highlight key features, testimonials, or unique offerings.

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‍

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If you want your ads to drive conversions, you need the right messaging, positioning, design, tone, format, offer, etc. 

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This is especially true in B2B, where pushing prospects from initial awareness to conversion is extremely challenging. 

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Below are my top 10 tips to maximize your chances of success, based on my own experience working with dozens of B2B clients. 

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TABLE OF CONTENTS: 

• Tip #1: Figure out what you want to say
• Tip #2: Don't use big words or acronyms
  
• Tip #3: Make it quick
• Tip #4: Use visuals that make your ad stand out
• Tip #5: Create ads that don't look like ads
• Tip #6: Steal from the greats
• Tip #7: Use powerful hooks
• Tip #8: Take up as much space as possible
• Tip #9: Speak like a human
• Tip #10: Stay in tune with what your customer wants

Tip #1: Figure out what you want to say

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This might sound obvious, but before creating any ad, you should get extremely clear on the problem your company solves. 

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All of your messaging should come back to this problem. 

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If you’re running case study ads, the case studies should be related to this problem. 

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If you’re promoting a GIF of your product, the animation should help tell the story of how you solve that problem. 

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As Eugene Schwartz said: The objective of advertising is to highlight a problem and demonstrate how you can solve it. 

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Here’s a template I like using  with my clients to clearly articulate the problems they solve. 

‍Tip #2: Don’t use big words or acronyms

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The more simple you keep your ads, the better they’ll perform. 

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There’s no need to drop in words like CAC, ROI, or ARPU into your copy. Acronyms are poo.

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Even if you’re talking about complex topics, aim to keep your explanation simple. 

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Also, keep in mind, it’s impossible to explain everything about your company in a single ad. 

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To fully understand what you do, a prospect might need to see 20, 30, or 40 different ads, highlighting what you do in different ways. 

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Think of the ads in your cold layer as an icebreaker. 

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The idea is to communicate the basics of what you do in a simple and interesting way – not to tell your entire story. 

Here’s an ad we made at Revenu for a client, to do exactly that.

‍Tip #3: Make it quick

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Prospects should know exactly what they’re signing up for in 3 steps or less. 

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We followed that formula for this ad we made for another client.

With very few words, you can easily understand the benefits of the product. 

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And if you’re thinking: There’s no way I could explain my offer in 3 steps or less… you need to simplify your process.

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When you truly understand your product story, it’s easy to simplify it. That’s where the first tip comes in.

‍Tip #4: Use visuals that make your ad stand out

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A picture is worth a thousand words.

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Ads that are filled with words don’t grab a users attention.

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Think about what you’re trying to say, and how you can visualise it.

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You can see how we did this for Scytale below. 

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It’s a fairly typical advert, but the way it’s broken out visually makes it much easier to digest.

Pro tip:  If you’re only using static image ads, try GIFs. Making something move makes people click it more… simples.

‍Tip #5: Create ads that don’t look like ads

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Want to triple your CTR? Make an advert that doesn’t look like an advert.

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Once you get a ton of clicks, you can then retarget them with more product-focused messaging, but they’ve now been introduced to your brand. 

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To create these types of ads, think of the things that you do on a daily basis. For example, listening to Spotify, watching Netflix, playing chess or other online games, etc. How can you incorporate these everyday concepts into your ads, so that they feel natural and less promotional? 

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Also, think of the memes that make you laugh while you’re scrolling through different social platforms. Can you create versions of these that are related to the problem your company solves? 

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Here are a few examples we made for inspiration:  

P.S. If you want more examples, check out my Sexy Ads Library, which contains over 300 of my favorite ads.

‍Tip #6: Steal from the greats

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As Pablo Picasso once said, “Good artists copy, great artists steal.” 

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Lately I’ve been diving into B2C ads to find inspiration for B2B, from companies like Porsche, Land Rover, McDonald’s, etc. 

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It’s extremely hard to create amazing ads if you’re starting with a blank canvas. 

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Here are a few great examples:

P.S. I’ll be dropping a new library on my LinkedIn soon with tons of B2C examples, drop me a follow to be the first to see it.

‍Tip #7: Use powerful hooks

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To perform well, your ads need to have powerful hooks. 

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In other words, you need to give your prospects a very specific reason to take action. 

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Are you offering an incentive to take a meeting, such as a gift card, free lunch, or free coffee?

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Are you sharing a company resource, such as ad credits, a price promotion, or a software add-on? 

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Are you providing knowledge, in the form of a consultation, an audit, a workshop, etc.?

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If you don’t give your prospects an obvious reason to take action, they probably won’t. 

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P.S. The hooks with the highest conversion rates are typically ones related to your unique company knowledge and resources. Check out a great example from Google below…

And this great visual from Cognism, making a joke about gift card ads.

P.S. Don’t get discouraged if your offer isn’t working the first time around –  most companies have to experiment with multiple approaches before they find one that works. And when you do, it’s your main driver of new business for the next 5 years.

‍Tip #8: Take up as much space as possible

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Ads that take up more space on the screen are more likely to stop the scroll, and typically perform better. 

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On LinkedIn Ads, square images (1200X1200) usually perform much better than rectangular images (1200X628).

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Test vertical images (628X1200) that only appear on mobile too. 

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This ad we made got a CTR in the 2%+ range on LinkedIn, with a CPC in the $3-6 range.

This tip also applies to Google Ads. Make sure you’re using ad extensions to take up more space on the SERP and increase the chances of getting a click. 

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P.S. If you’re curious about the ad specs you can use across different platforms, check out this comprehensive guide. 

‍Tip #9: Speak like a human

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When you’re writing ads for social, make sure you don’t sound like a company. 

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Be human – friendly, silly, colloquial, personable.

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You’re literally on a social media platform… be sociable.

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Influencers have all the power these days, because people want to hear from real individuals with a real personality. 

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So if you want people to listen to you, you need to sound like a human. 

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These ads we made follow that exact tone, and it’s much nicer to read.

P.S. Some companies have a more professional and corporate tone of voice, but that doesn’t mean you can’t be clear and straight to the point. There are ways of sounding human, without being cheeky.

‍Tip #10: Stay in tune with what your customer wants

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Even if you follow tips 1-9, you’ll still fail if your story is crap.

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The world is constantly changing. Over time, the problem you solve may stop being a problem. Or another company may solve it for a fraction of the cost. 

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When these changes happen, you need to update your product and story in order to stay relevant. 

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To verify that the problems you solve are important, talk to your customers and interview companies in your ICP that aren’t working with you.

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1. How much of a problem is XYZ to you?
2. Are you currently solving XYZ problem?
3. How are you solving it?
4. Be honest, would you use our product to solve it?
5. If not, why?
6. Do you use another company to solve this problem instead?
7. How much do you pay them?

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Asking these questions will help you verify that your product and story make sense. 

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Pro tip:  In addition to qualitative feedback from customer interviews, you can ask your G2 rep for an export of all your reviews and upload it into ChatGPT. Then, you can ask ChatGPT to identify the top pain points and benefits that are mentioned, which will help you further understand the problems your company solves. 

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Hope you found this article helpful!

Feel free to reach out on LinkedIn with any questions. 

‍Resources for mastering B2B advertising

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

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

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

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

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

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

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

‍

People Also Ask

‍

What are the key elements to consider when creating B2B ads that drive conversions?

Effective B2B ads require clear messaging that addresses the specific problem your company solves, simple language free of jargon, concise content, attention-grabbing visuals, and a human tone that resonates with your target audience. 

‍

How can I ensure my B2B ad stands out visually to capture attention?

Utilize compelling visuals that align with your message and consider incorporating movement, such as GIFs, to draw attention. Ads that don’t resemble traditional advertisements can also increase engagement by appearing more organic in users’ feeds. 

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Why is it important to avoid complex language and acronyms in B2B ads?

Using simple language ensures your message is easily understood, broadening your ad’s appeal and effectiveness. Avoiding industry jargon and acronyms prevents confusion and keeps the focus on the value your solution provides. 

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How can I create a compelling hook in my B2B ad to encourage action?

Offer clear incentives or unique value propositions that address your audience’s needs or pain points. This could include special offers, exclusive insights, or highlighting unique features that set your solution apart. 

‍

What role does understanding the customer’s problem play in crafting effective B2B ads?

A deep understanding of the customer’s problem allows you to tailor your messaging to demonstrate how your product or service provides a solution, making your ad more relevant and persuasive.

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

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Content marketers and performance marketers rarely communicate. 

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

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

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

‍

TABLE OF CONTENTS: 

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

Tip #1: Don’t Create “Ads”

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

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

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

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

Tip #2: Repurpose the content you already have

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

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Revisit this content. 

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

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

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

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

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Otherwise, you may end up confusing your audience. 

Tip #3: Use paid media to guarantee distribution

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

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

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

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

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Is there an opportunity to put money behind this content? 

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

Tip #4: Have a clear POV

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

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

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

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

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

‍

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

Tip #5: Make sure you have consistent messaging

‍

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

‍

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

‍

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

‍

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

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

‍

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

‍

There’s so much noise these days. 

‍

If you’re running ads, everybody else is. 

‍

If you’re creating content, everybody else is. 

‍

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

‍

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

‍

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

‍

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

Tip #7: Leverage user-generated content

‍

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

‍

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

‍

This is great for both organic content and ads. 

‍

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

‍

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

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #9: Leverage retargeting

‍

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

‍

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

‍

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

‍

What interactions have the people in your retargeting audience taken? 

‍

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

‍

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

‍

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

‍

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

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

‍

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

‍

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

‍

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

‍

Are there certain messages that are resonating more? 

‍

Are there certain formats that are performing better? 

‍

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

‍

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

‍

Hope you found this article helpful!

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

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People Also Ask

‍

Why is it important to align content marketing with paid media efforts?

Aligning content marketing with paid media ensures consistent messaging, maximizes reach, and enhances engagement by delivering valuable content to the right audience at the right time. This synergy leads to more effective campaigns and better return on investment. 

‍

How can repurposing existing content benefit a paid media strategy?

Repurposing high-performing content, such as carousels, newsletters, or podcasts, extends its longevity and leverages proven engagement. By remixing successful content, you can maintain audience interest and ensure consistency across channels. 

‍

What role does having a clear point of view (POV) play in content and paid media alignment?

A distinct POV differentiates your brand and makes your messaging memorable. Communicating a unique perspective helps your audience understand how your approach stands out from competitors, fostering stronger connections and recall. 

‍

Why is consistent messaging crucial across content and paid media channels?

Consistent messaging reinforces brand identity and ensures that your audience receives a unified narrative, regardless of the platform. Repetition of core messages builds trust and aids in brand recognition, making your campaigns more effective. 

‍

How can leveraging user-generated content enhance a paid media strategy?

Incorporating user-generated content adds authenticity and social proof to your campaigns. It showcases real customer experiences, building trust and encouraging engagement from potential clients who see relatable success stories.

‍

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

‍

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

‍

TABLE OF CONTENTS: 

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

Tip #1: Research Your Customers

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #2: Define Your Targeting

‍

Next, define your targeting. 

‍

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

‍

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

‍

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

‍

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

‍

A few additional notes: 

‍

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

‍

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

‍

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

‍

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

Tip #3: Distribute Your Content

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #4: Repurpose Your Content

‍

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

‍

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

‍

Do you have any customer testimonials from recent events?

‍

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

‍

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

Tip #5: Test Lead Gen alongside ungated content

‍

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

‍

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

‍

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

Tip #6: Capture Demand With Retargeting

‍

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

‍

They’re also great for capturing demo requests. 

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #7: Use Text and Spotlight Ads

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #8: Leverage your SMEs for thought leader ads

‍

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

‍

Thought leader ads are great because: 

‍

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

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

‍

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

‍

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

‍

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

Tip #9: Set up the right tracking combination

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

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

‍

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

‍

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

‍

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

‍

How will your retargeting audiences expand over time? 

‍

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

‍

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

‍

Hope you found this article helpful!

‍

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

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People Also Ask

‍

What budget allocation strategies should I use for LinkedIn Ads to maximize ROI?

Consider allocating budgets based on campaign objectives, such as lead generation, brand awareness, or engagement. Use test campaigns to identify high-performing audiences and scale your investment in those areas.

‍

How do I create LinkedIn Ads that effectively nurture leads through the sales funnel?

Use a multi-step approach by running awareness campaigns to introduce your brand, followed by engagement ads that highlight pain points, and finally conversion-focused ads with clear CTAs for demos or trials.

‍

What are the best LinkedIn ad formats for driving B2B SaaS conversions?

Explore formats like Lead Gen Forms for collecting information, Carousel Ads for showcasing multiple features, and Sponsored InMail for direct and personalized messaging to high-value prospects.

‍

How can I use LinkedIn retargeting to improve campaign performance?

Set up retargeting audiences based on website visits, video views, or previous ad interactions. Tailor your messaging to re-engage these prospects with personalized offers or content.

‍

What are some common pitfalls to avoid when running LinkedIn Ads for B2B SaaS?

Avoid overly broad targeting, neglecting to optimize ad creatives, underutilizing LinkedIn’s advanced audience features, and failing to test different campaign approaches for continual improvement.

‍

‍

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

‍

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

‍

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

‍

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

‍

TABLE OF CONTENTS

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

‍

Tip #1: Sell The Click, Not The Product

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

‍

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

‍

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

‍

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

‍

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

‍

This could be through: 

‍

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

‍

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

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

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #3: Write First, Edit Later

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

‍

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

‍

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

‍

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

‍

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

‍

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

Tip #4: Remember How People Interact With Ads

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

‍

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

Tip #5: Use The Slippery Slope

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

‍

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

‍

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

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

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

‍

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

‍

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

‍

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

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

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

LinkedIn ads template | Eden Bidani

‍

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

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

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

Five customer interviews can be all it takes. 

Tip #8: Clear Before Clever

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

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

‍

Swift implies a very different connotation than fast. 

‍

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

‍

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

‍

Remember to avoid complicated and overdone words like omnichannel 🤮

Tip #9: Tie Benefits Back to Something Realistic

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

‍

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

‍

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

‍

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

‍

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

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

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

‍

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

‍

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

‍

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

‍

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

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

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• Run on sentences
• Improper formatting
• Typos and obvious errors

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

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

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

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Hope you found this article helpful! 👏

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

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

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People Also Ask

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How can I effectively measure the success of my B2B SaaS copywriting efforts?

Utilize key performance indicators (KPIs) such as conversion rates, click-through rates (CTR), and engagement metrics to assess the effectiveness of your copy. A/B testing different versions of your copy can also provide insights into what resonates best with your audience.

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What are the best practices for aligning copywriting with the buyer’s journey in B2B SaaS marketing?

Tailor your copy to address the specific needs and pain points of your audience at each stage of the buyer’s journey—awareness, consideration, and decision. This ensures that your messaging is relevant and persuasive throughout the customer lifecycle.

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How can I incorporate SEO strategies into my B2B SaaS copywriting to improve search visibility?

Conduct thorough keyword research to identify terms your target audience is searching for. Integrate these keywords naturally into your copy, including headings, meta descriptions, and body text, to enhance search engine optimization (SEO) without compromising readability.

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What role does storytelling play in B2B SaaS copywriting, and how can I implement it effectively?

Storytelling helps humanize your brand and makes complex concepts more relatable. Incorporate customer success stories, use cases, or hypothetical scenarios that demonstrate the value and impact of your solution in real-world applications.

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How can I ensure my B2B SaaS copywriting maintains a consistent brand voice across different platforms and materials?

Develop a comprehensive style guide that outlines your brand’s tone, language preferences, and messaging guidelines. Ensure all team members and stakeholders adhere to this guide to maintain consistency across all marketing channels and content.

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