Webinars can be amazing generators of pipeline and revenue. 

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They allow you to demo different use cases of your product, highlight success stories, and start actual conversations with your ICP. 

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But it’s hard to get prospects interested when you’re competing against a million different ads popping up in their feed. 

‍

Below are 4 unique LinkedIn ad strategies that I like to use to stand out and generate more registrations👇

‍

TABLE OF CONTENTS:

• Strategy #1: Leverage your thought leaders 
• Strategy #2: Boost high-performing social media content
• Strategy #3: Create a LinkedIn event
• Strategy #4: Use incentives

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‍

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Strategy #1: Leverage your thought leaders 

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Ask your thought leaders who are participating in the webinar (from your company & other companies) if they’d feel comfortable posting about it. 

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If the answer is yes, draft a sample post for each of your thought leaders so that they don’t have to start with a blank page. 

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Ideally, they should post a couple weeks prior to the webinar date. After 4 or 5 days (once the organic reach has died down), you can boost the post to your ICP. 

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Example from DoWhatWorks

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Strategy #2: Boost high-performing social media content

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If your social media team posts about the webinar and it performs well organically, consider boosting this content and running it as an ad (instead of creating an ad from scratch). The benefit of boosting already high-performing content is the added social proof – prospects will take a closer look if a promoted post has tons of engagement. 

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Example from Uberflip

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Strategy #3: Create a LinkedIn event

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Most webinar ads take prospects to an external landing page, where they have to fill out a form to register. Although this can work well, a great alternative is to create a LinkedIn event (where people can sign up directly on the LinkedIn platform) and promote this event as an ad. 

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The main advantages of this approach are: 

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a) simplified registration (only takes a few clicks)

b) added social proof (event ads show how many people have already registered)

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Example from Make

^‍

Strategy #4: Use incentives

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A lot of companies use incentives for demo request offers, but few are using incentives to promote their webinars. 

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Give prospects an extra reason to register. Maybe by joining they’ll enter a raffle, get a free coffee, or gain access to certain templates. 

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Example from ZoomInfo

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Final Recommendations

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In addition to testing out the strategies above, here are a few final tips to maximize the ROI of your webinar program:

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1. If you’re having trouble getting webinar registrations on your landing page, consider switching to native lead gen forms to minimize friction. 

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2. Don’t just promote your webinar to a cold audience. Think about other groups of people that might be interested in the content (i.e. retargeting audiences, open opportunities, churned customers, closed lost companies, previous webinar attendees, etc.)

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3. If you’re getting started, try different types of webinars to see what resonates most with your audience (and double down on whatever works)

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If you want more tips around event promotion check out this article by Kirk Deis.

‍

Hope you found this article insightful! 

‍

Connect with me on LinkedIn, and reach out with any questions. 

‍

Resources for mastering B2B advertising

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

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

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

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

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

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

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

‍

Getting demos isn’t easy, especially in B2B SaaS, with long sales cycles, lots of decision makers,  and tons of competition. 

‍

In this article, I’ll break down the top 14 LinkedIn ads strategies you can use to break through the noise and capture existing demand. 

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(Irrelevant of order all ideas could be worth testing)

‍

TABLE OF CONTENTS:

#1: Use testimonials

#2: Name the top companies you work with

#3: Demonstrate why you’re better than competitors

#4: Highlight integrations with partner technologies

#5: Showcase your product

#6: Stand out with humor 

#7: Try hyper-personalized messaging

#8: Use statistics

#9: Leverage incentives

#10: Show how much better life would be with your product

#11: Test ads in different languages

#12: Announce a new product update 

#13: List the features that your ICP would be most interested in

#14: Host a live demo

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‍

#1: Use testimonials  

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Testimonials are one of the most effective ways to build trust and get prospects who are on the fence to take the next step. 

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Example 1: Chili Piper

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Example 2: Sendoso 

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#2: Name the top companies you work with

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By highlighting well-known companies that already work with you, you can gain the trust of senior leaders much faster and accelerate the sales process. 

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Example 1: MarketerHire 

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Example 2: Mutiny 

#3: Demonstrate why you’re better than competitors 

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This approach is powerful, especially when you target prospects who are currently using your competitors. Since they’re already in-market, if they’re frustrated with their current solution, they’ll likely end up switching over (or at least consider it). 

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Example 1: Apollo ​​ 

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Example 2: Apollo 

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#4: Highlight integrations with partner technologies

‍

This approach is particularly effective if you have a seamless integration with a well-known technology. Do you work well with HubSpot, Salesforce, Sales Nav, Wordpress, etc.? Target a list of companies within your ICP who are using the technology you integrate with, and show them why you’re the best choice. 

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Example 1: Typeform

‍

Example 2: Typeform

#5: Showcase your product

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Many times, all prospects need to take the next step is to get a glimpse of your software. Also, this is an especially great approach because it sets the sales team up for success – when prospects jump on a demo call, they’ll already have some familiarity with the product. 

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Example 1: HockeyStack 

‍

Example 2: Loxo 

#6: Stand out with humor 

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B2B leaders are still people. Humor that’s relatable and clearly highlights a pain point works better than corporate jargon 99% of the time. 

‍

Example 1: Chili Piper 

‍

Example 2: Cognism

#7: Try hyper-personalized messaging 

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This approach, often referred to as 1:1 ABM, relies on extreme personalization. You specifically call out the company that you’re prospecting into, and maybe you take it a step further and create a personalized video or asset just for them. CTRs will be super high and even if prospects don’t convert on an initial touchpoint, you’ll make sales’s job significantly easier by generating awareness within a target account. 

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Example 1: UserGems

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Example 2: HockeyStack

#8: Use statistics

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This isn’t the flashiest or most exciting strategy, but it works. Numbers give prospects a sense of security that they’ll get a positive ROI if they invest. 

‍

Example 1: UserGems 

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Example 2: Lavender

‍

#9: Leverage Incentives

‍

Incentives are controversial, which is understandable. 

‍

The concern is that by offering an incentive you lower the quality of your leads. But that’s only true if your targeting is weak. If it’s spot on, incentivized demo ads are amazing generators of pipeline and revenue – they serve as a tiny nudge to encourage leaders to find some time in their calendar. 

‍

Amazon or Doordash gift cards work well, but you can always get more creative with your offer. 

‍

Example 1: Metadata 

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‍

Example 2: Cognism

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#10: Show how much better life would be with your product

This approach clearly emphasizes the pain point your product will solve, leading prospects to take action. 

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Example 1: Motion

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‍

Example 2: Workvivo 

‍

#11: Test ads in different languages

‍

A lot of B2B SaaS companies are hyper-focused on North America, and their content for Latin America, EMEA, and APAC is just an afterthought. Running high quality ads in the language of the specific region you’re targeting can be a game changer as far as driving pipeline and revenue. 

‍

Bonus: If you take into account regional differences in consumer behavior and product usage when creating ads for different regions, your content will end up resonating even more. 

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Example 1: Pandadoc

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Example 2: Miro

#12: Announce a new product update

‍

This is a great way to re-engage people who may have considered your solution in the past but weren’t fully convinced. By showing prospects how much better your product is after the updates, you can convince them to take the next step and request a demo. 

‍

Example 1: Zoominfo

#13: List the features that your ICP would be most interested in

‍

As marketers, we’re always told to focus on pain points instead of features. But listing your top features can help prospects fully understand how powerful your product is, encouraging them to request a demo.

‍

Example 1: Workvivo

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#14: Host a live demo

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Promoting a live demo is a great way to get qualified prospects to see your product without having to go through the traditional (and higher commitment) demo process.

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Prospects who are interested in your product may not be ready to talk to the sales team right away – a live demo can serve as a bridge, moving them further down the funnel. 

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Example 1: Metadata

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‍

Example 2: Motion

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Final Recommendations

‍

If you’re trying to drive more demos, in addition to testing out these capture strategies, I recommend doing a comprehensive audit of your audiences. Ask yourself: 

‍

1.  Am I targeting my warmest prospects who have already engaged with my content in some capacity? 

2. Am I reaching prospects with the right company sizes, seniorities, job functions, job titles, and industries? 

3.  Am I excluding the LinkedIn audience network and disabling audience expansion? 

4. Am I making all the necessary exclusions (interns, unemployed, competitors, customers, etc.)? 

‍

Without precise targeting, even the best strategies will fail. 

‍

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 😂)

‍

‍

Don’t want to make a mistake investing in an ad platform that won’t work? 

Regardless of what you hear online, no one can promise you that ( including me). 

But thankfully success leaves clues and we surveyed 60  B2B marketers to find the answer. 

So regardless if you’re a new advertiser, startup founder, or agency owner reading this.

We’ve got you covered, let’s dive in 👇

‍

TABLE OF CONTENTS:

• Where can you advertise online?
• How to decide on the best ad platform?
• Which ad platforms are best for B2B lead generation?
• Which ad platforms are best for B2B awareness?
• Which ad platforms are most popular for B2B?
• Which ad platforms are most B2B marketers planning to invest in?
• Making your final decision on where to advertise

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‍

Where can you advertise online?

There is no shortage of opportunities where you can advertise online. 

Most channels can be grouped into these five primary categories:

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This isn’t an exhaustive list of every available ad platform but it  gives you a sense of what’s possible.

Now that you’re aware of the various ad  platforms available, how do you decide which to choose? 

How to decide on the best ad platform?

When considering investing in a new ad platform here’s four key criteria to consider:

‍

With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.

Which ad platforms are best for B2B lead generation?

‍

After reviewing the responses from 60 B2B marketers here’s what we found:

• 52.7% reported Google Ads
• 38.2% reported LinkedIn Ads
• 3.6% reported Facebook Ads
• 1.8% reported Capterra Ads
• 1.8% reported Instagram Ads
• 1.8% reported Native Ads

Which ad platforms are best for B2B awareness?

‍

After reviewing the responses from 60 B2B marketers here’s what we found:

• 56.1% reported LinkedIn Ads
• 12.3% reported Facebook Ads
• 12.3% reported YouTube Ads
• 10.5% reported Google Ads
• 3.5% reported Connected TV
• 3.5% reported Display Ads
• 1.8% reported Instagram Ads

Which ad platforms are most popular for B2B?

‍

After reviewing the responses from 60 B2B marketers here’s what we found:

• 20.2% reported Google Ads
• 18.8% reported LinkedIn Ads
• 13.0% reported Facebook Ads
• 11.2% reported Instagram Ads
• 9.0% reported YouTube Ads
• 8.3% reported Microsoft Ads
• 5.8% reported Capterra Ads
• 5.& reported Display Ads
• 2.5% reported Reddit Ads
• 2.2% reported Native Ads
• 1.8% reported X (Twitter Ads)
• 1.1% reported Connected TV
• 0.4% reported Quora Ads

Which ad platforms are most B2B marketers planning to invest in?

‍

After reviewing the responses from 60 B2B marketers here’s what we found:

• 13.5% reported YouTube Ads
• 12.1% reported X (Twitter) Ads
• 10.6% reported Reddit Ads
• 9.9% reported Connected TV
• 9.2% reported Audio Ads
• 7.8% reported Display Ads
• 7.1% reported Microsoft Ads
• 7.1% reportedFacebook Ads
• 7.1% reported Capterra Ads
• 5.7% reported Instagram Ads
• 4.3% reported Native Ads
• 3.5% reported Apple Search Ads
• 1.4% reported LinkedIn Ads
• 0.7% reported Tiktok Ads

Making your final decision on where to advertise

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All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring. 

Ultimately don’t forget the four key criteria when making your decision of where to advertise.

When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.

From here you’ll have a better idea of if this channel will make sense. 

Hope you found this article helpful! 

‍

Resources for mastering B2B advertising

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

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

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

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

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

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

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

‍

Google Ads responsive search ads (RSA) don’t leave a ton of room available. 

With 30 character headlines, and 90 character descriptions. 

It’s tough to write persuasive and effective copy. 

In this article you’ll learn a simple 3-step framework to write responsive search ads. 

Let’s dive into it 👇

‍

TABLE OF CONTENTS:

• The 3-Part RSA Writing Framework
• The Anatomy of a Responsive Search Ad
• Should you pin headlines and descriptions in Google Ads?
• Advanced copy tips for writing Responsive Search Ads

‍

The 3-Part Google Ads RSA Writing Framework

‍

Here's a simple 3-part framework for writing Google Ads copy:

• The goal of headline 1 = match intent
• The goal of headline 2 = differentiate between other results
• The goal of headline 3 = provide a clear CTA

Keyword: b2b google ads course

• H1: Free B2B Google Ads Course (matches intent)
• H2: No Lesson Longer Than 10-Mins (differentiates)
• H3: Join 1,000+ B2B Marketers (clear CTA)

Here's what it looks like in practice (image below):

When writing, always assume the H3 isn't visible, and if only the H1 was displayed would they get it? 

(Google is always testing different display variations)

From here you would write different variations per position. 

With ensuring legibility between headline combinations. 

Simple but effective ✌️let’s dive into each headline further. 

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The goal of headline 1 = match intent

You’ve got a fraction of a second for a prospect searching on Google to understand if your ad is relevant to their search term. 

Don’t mess this up by being vague, asking rhetorical questions, or wasting valuable characters. 

When it comes to Google Ads the headline 1 position would be eighty cents out of your dollar. 

Maximize your headline 1 by adding the primary keyword in your copy to match intent. 

This is such a simple thing to do, and equally not to. 

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The goal of headline 2 = differentiate between other results

Now that you’ve caught the searchers attention by matching intent it’s time to stand out. 

Here’s a real example of what NOT to do from ads that appeared searching SOC2 compliance:

The sequence of which you write your headlines matter.

This is why I recommend following the 3-part framework as shown. 

Use the headline 2 position to write a core benefit or outcome for differentiation. 

‍

The goal of headline 3 = provide a clear CTA

Finally in the third headline it’s time to provide a clear call to action. 

This can be as simple as: 

• Request a Demo
• See For Yourself
• Learn More Today! 

When writing your H3 just assume it won’t be visible most of the time as Google is always experimenting with how they display headlines. 

The Anatomy of a Responsive Search Ad

Now that you understand how to approach writing RSA copy.

Let’s discuss how responsive search ads actually function. 

‍

Character counts for Responsive Search Ads

• You can write up to 15 headlines, and 4 descriptions. 
• 30 characters available per headline
• 90 characters available per description 

‍

How Responsive Search Ads work

The idea behind responsive ads is Google will take your 15 headlines and 4 descriptions and automatically combine them to find the optimal variations based on machine learning. 

The promise is you can leverage Google’s AI to do the heavy lifting as it will take into account a multitude of factors including keywords, search terms, devices, audience demographics and more. 

Google also tries to guide advertisers on how well their doing when writing responsive search ads with their Ad Strength metric 💩(which we’ll cover in detail shortly). 

With each headline and description you have the opportunity to pin positions.

This is where you’re forcing Google to only serve those variations within that specific placement. 

Should you pin headlines and descriptions in Google Ads?

The answer here is an unequivocal YES, because if your ads aren’t legible they won’t be clicked. 

In a perfect world Google will automatically combine your headline and descriptions perfectly based on performance AND legibility but in reality it doesn’t happen. 

Instead you end up with a bunch of variations like this: 

I personally would LOVE ♥ ️ if Google’s AI can mix and match ads perfectly for performance and legibility but unfortunately the tech still isn’t there.

So in order to prevent this from happening I recommend strategic pinning. 

‍

How to pin Google Ads headlines strategically

In order to get the benefits of both Google’s AI to mix and match top performing headline/description combinations AND legibility you’ll need to pin strategically. 

Here’s what it looks like in practice: 

• Write 2-3 variations of Headline 1 and pin to position 1
• Write 2-3 variations of Headline 2 and pin to position 2
• Write 2-3 variations of Headline 3 and pin to position 3
• Write 2 variations of Description 1 and pin to position 1
• Write 2 variations of Description 2 and pin to position 2

This will give you the benefit of testing multiple variations per position but safely as you can control which possible combinations are matched for legibility. 

What is Ad strength and does it matter? 

Ad strength is a score created by Google to help advertisers optimize their ad performance ranging from Incomplete → Poor → Average → Good → Excellent. 

‍

Ad strength misconceptions to be aware of

1. Ad strength has ZERO bearing on actual performance, it's just a predictor of it. 
2. Having a poor ad strength doesn’t mean your ad won’t actually perform well.
3. Having a poor ad strength doesn’t mean your ads won’t receive impressions. 

What determines if your ad appears is your Ad Rank. 

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Pin strategically with 2-3 variations of headlines and you’ll be ok, it’s also what Google suggests if you decide to pin. 

Advanced copy tips for writing Responsive Search Ads 

Now that you know how to write effective responsive search ads let’s wrap with some advanced tips you can implement to make your ads perform even better. 

Implement Dynamic Keyword Insertion (DKI)

Dynamic Keyword Insertion allows you to change your ad copy in real time based on the keywords that are triggering your ads in order to create more relevant experiences. 

Currently there are 3 types of DKI available:

• Keyword Insertion = insert the keyword that triggers your ad
• Countdown = insert a timer that counts down to an event
• Location insertion = insert the location that triggers your ad 

Test variations of your RSAs using relevant DKI parameters vs not to see if it impacts performance. 

‍

Leverage Business Name, Logo, and Image Ad Extensions

Now that Google allows you to highlight your business name and logo in your RSA, don't waste the characters anymore referencing your brand in your ad copy. 

Save those valuable characters as you’re already getting brand awareness and instead maximize each character according to the 3-Part Google Ads RSA writing framework.  

Ad extensions should always be used as a best practice but when it comes to writing effective Google Ads copy don’t forget to utilize your extensions to provide more information. 

Hope you found this article helpful, best of luck on your next set of ads! 

‍

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 😂)

‍

Thinking about investing in Google Ads for your SaaS but not sure how much it will cost? 

In this article I’ll break down how to create a winning budget strategy step by step. 

You’ll walk away knowing how much you’ll need to invest on a daily, monthly, and quarterly basis. 

And most importantly if Google Ads makes sense for your business. 

Let’s dive into it 👇

‍

TABLE OF CONTENTS:

• How much budget is required for a starting Google Ads budget?
• How to forecast a daily, monthly, and quarterly Google Ads budget
• How to allocate Google Ads budget by  campaign strategy
• Frequently asked Google Ads budget questions

‍

‍

How much is required for a starting Google Ads budget?

‍

This is the first question that usually comes to mind when considering Google Ads. 

Which will then be met with a variation of questions such as: 

• Is $10/day enough for Google Ads?
• Is $100/day enough for Google Ads?
• Is $1,000/day enough for Google Ads?

And so on, and so on… 

When the reality is it’s all circumstantial based on the keywords you’re looking to target. 

Equally important to how much is required is how many people are searching? 

You could have a keyword that costs $0.01 per click but if only 5 people search is it really worth it? 

So in order to answer this question you have to perform keyword research with the Keyword Planner.

Navigate to Tools > Planning > Keyword Planner within your Google Ads account to access it. 

It doesn’t cost anything to open a free Google Ads account so anyone can access this tool. 

Within the Google Ads Keyword Planner enter your dream keyword you want to research. 

For example, I’ll use “google ads courses” as an example: 

After researching I can see the following keyword costs and monthly volume estimates:

I recommend always using the top of page bid (high range) as your estimate. 

I’ve never seen these estimates be 100% accurate and you’ll never know your real CPC until launch. 

To account for this margin of error I recommend adding +20% on top of your top of page estimate. 

This means in our google ads courses example:

• It would potentially cost me $13.7 per click ($11.42 +20%) 
• I can receive up to 1,600 clicks per month in the USA. 

Based on these two data points we can assume it’s possible to spend up to $21,920 per month on this keyword ($13.7 * 1,600). 

Outside of the return on investment, don’t forget about return on effort. 

If your dream keywords have very limited search volume (ex: < 100/month) it might not be worthwhile. 

How to forecast a daily, monthly, and quarterly Google Ads budget

‍

Once you know your estimated cost per click you’re ready to put together a forecast. 

We’ve created a free Google Ads Budget Calculator tool that you can use to easily plan your daily, monthly, and quarterly budget. 

You’re going to need the following information for the forecast: 

• Your average cost per click (from the Keyword Planner or real data) 
• Your quarterly sales goal 
• Your average win rate 
• Your average revenue per sale

With all this information at hand you’ll plug these different values into the calculator. 

Based on your landing page conversion rates you can model a worst, moderate, and best case. 

From here you can see how much it will cost to acquire a customer and the budget required to hit your sales volume target. 

I highly recommend paying attention to the number of clicks required per lead, this will help frame expectations on how much traffic you’ll need and if your search volume is sufficient. 

As you’ll see, your landing page effectiveness is essential at reducing costs 💥

With this forecast at hand you’ll know exactly how much to invest. 

How to allocate Google Ads budget by  campaign strategy

‍

You should be clear on how much you’ll need to invest in your Google Ads campaigns. 

Now the next step is to figure out how you’re going to allocate your budget. 

In my experience managing Google Ads campaigns for B2B SaaS companies, there are five proven campaign themes to invest in; NonBrand, Brand, Competitive, RLSA, and Content. 

Here’s my recommendation on budget allocation by each if you want to maximize volume. 

Use all of these as starting points and modify the amounts based on your data/nuances. 

NonBrand = 40% of total budget

NonBrand campaigns are where you’re bidding on high-intent keywords that don’t include your brand, for example google ads courses would be non brand for us at AdConversion. 

Think about your keywords you’d like to cover that problem aware prospects would search for. 

NonBrand keywords typically contain high-intent modifiers such as: 

• Software
• Platform
• Tool
• Technology
• Solution

If you have enough search volume on non brand keywords there’s no easier way to drive conversions than showing up for people looking for solutions to their problems. 

‍

Brand = 20% of total budget

Brand campaigns are commonly referred to as “defense” campaigns where you’re bidding on your own brand name to outrank competitors bidding on yours.  

You can make the case that people searching your branded terms would convert anyways and it’s not worth the investment. 

This is why I recommend no more than 20% of the total budget on this campaign initially. 

I’ve seen exceptions here with some of our clients where they saw net new revenue decline significantly from pausing their branded campaigns. 

Let your data guide your allocation. 

‍

Competitive = 25% of total budget

Competitive campaigns are the opposite of brand where you’re bidding on competitors' names to appear for their existing customers and prospects. 

These campaigns can be really hit or miss depending on your execution.

Make sure you’re doing it in a classy way and have dedicated comparison pages. 

This theme can be really powerful at driving qualified traffic as these searchers are solution aware. 

‍

RLSA = 10% of total budget

RLSA stands for remarketing list for search ads. 

This just means search remarketing, anyone that searches your keywords AND is part of an audience. 

For example, anyone that has been to your site in the past 90 days and is searching your keywords.

RLSA campaigns can be really powerful when you have enough site traffic and are dealing in competitive niches. 

Depending on your available remarketing audience sizes you can decide if this makes sense initially. 

Given the limitation of size we typically only allocate 10% here to begin. 

Content = 5% of total budget

Content campaigns are great for supporting SEO efforts. 

If you have certain keywords you’re struggling to rank for, content campaigns are worth investigating. 

This is where you’re going to bid on longtail content related keywords that typically have much lower cost per click prices and drive that traffic to a blog or relevant content piece. 

Depending on your content strategy I’d give this some consideration. 

Hope you found this article helpful! and now know how to create a winning Google Ads budget strategy. 

Frequently asked Google Ads budget questions

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Does Google Ads work on a small budget?

Yes, and no. Small is relative to your average cost per click prices. 

I’d recommend being able to afford at least 100 clicks per month. 

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Does Google Ads work for B2B SaaS? 

Absolutely, intent is what makes Google Ads so powerful. 

The biggest challenge for B2B SaaS is scale. 

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What is a good Google Ads budget? 

A Google Ads budget is one where you can support your business objectives. 

Using the following information you can create a forecast to understand what is good: 

• Your average cost per click 
• Your quarterly sales goal 
• Your average win rate 
• Your average revenue per sale

‍

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

•  Scale their ideas
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‍

Everyone knows that B2B buying has changed. 

People trust people more than they trust companies, making thought leadership ads more important than ever before. 

If you’re looking to use thought leader ads in your LinkedIn ad strategy but aren’t sure how to get started, this article is for you. 

Here are 14 thought leader ad plays and examples you can test. 

Let’s jump into it! 👇

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TABLE OF CONTENTS:

• Play #1: Announce new product features, integrations, and partnerships
• Play #2: Highlight the main problem your product solves + the solution it provides
• Play #3: Highlight a case study featuring your own company
• Play #4: Highlight a case study featuring one of your customers 
• Play #5: Generate buzz before attending an in-person event
• Play #6: Stay top of mind after an event
• Play #7: Promote your own event
• Play #8: Promote an upcoming webinar
• Play #9: Promote your newsletter
• Play #10: Celebrate Customer Wins
• Play #11: Demo different use cases of your product
• Play #12: Share long-form content with insights that your ICP would be interested in
• Play #13: Provide practical advice based on insights from your platform
• Play #14: Leverage social proof from existing customers

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Play #1: Announce new product features, integrations, and partnerships

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🔑 to success: Trust your audience. Target the experts and speak to them like they’re experts. Show them all the cool things they’ll be able to achieve with your product. 

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Example 1: Dreamdata

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Example 2: Gong 

Example 3: UserGems 

Example 4: Dreamdata

Play #2: Highlight the main problem your product solves + the solution it provides

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🔑 to success: After prospects read your content, they should be able to clearly articulate the problem your product solves + the solution it provides. If they can’t, you need to simplify your messaging. 

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Example 1: Apollo

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Play #3: Highlight a case study featuring your own company

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🔑 to success: Show how your team is using YOUR tool to reach YOUR goals – your company can serve as its own case study. 

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Example 1: UserGems

Example 2: Apollo

Example 3: Sendoso

Example 4: Salesloft

Play #4: Highlight a case study featuring one of your customers 

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🔑 to success: Clearly articulate how you’ve been helping an existing customer achieve their goals. 

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Example 1: Lavender 

Example 2: Loxo 

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Play #5: Generate buzz before attending an in-person event

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🔑 to success: Use an ABM list of attendees or ABM list of companies + key job functions to make sure you’re getting in front of the right people. 

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Example 1: HockeyStack

Play #6: Stay top of mind after an event

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🔑 to success: Have an attendee post a recap after an event so that your brand is staying top of mind in the following weeks. The idea isn’t to push your product, but to keep raising awareness within key accounts. 

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Example 1: Sendoso

Play #7: Promote your own event

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🔑 to success: Have your event speakers announce their participation on their personal pages and boost the posts to increase overall reach. This is a win for the speakers and for your company – speakers will feel supported and your event will get more registrations. 

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Example 1: Gleanin 

Example 2: Gleanin 

Play #8: Promote an upcoming webinar

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🔑 to success: Clearly highlight the value of the webinar for your audience – what will they learn by attending? Make sure to tag the speakers to generate more interest. 

‍

Example 1: Sendoso 

Example 2: Copy ai 

Example 3: DoWhatWorks

Play #9: Promote your newsletter

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🔑 to success: Keep it simple & highlight what people will get out of subscribing. 

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Example 1: Motion 

Play #10: Celebrate customer wins

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🔑 to success: Highlight customers when they win an award or achieve something big. This strategy provides social proof to help with prospecting efforts, but it’s also a great retention play, as it makes existing clients feel supported. 

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Example 1: Sendoso

Example 2: Lavender

Play #11: Demo different use cases of your product

‍

🔑 to success: Have a senior leader – from your own company or one of your customers – educate prospects on how they can use your product to achieve their business goals. 

‍

Example 1: Dreamdata 

Example 2: Clay 

Example 3: Clay

Play #12: Share long-form content with insights that your ICP would be interested in

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🔑 to success: Don’t tell everyone how great your product is – instead, show them the insights they could have access to if they used it. Also, make the content industry-specific. For example, content about conversion impact or email subject lines in B2B SaaS will be much more powerful than content about conversions or email in general. 

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Example 1: HockeyStack

Play #13: Provide practical advice based on insights from your platform

‍

🔑 to success: Don’t provide generic advice that people have heard many times. Instead, give advice that your ICP may find surprising, and always back it up with data from your platform. This strategy is powerful because potential buyers will be grateful for the thought leader’s recommendations AND they’ll also relate the thought leader’s content to your organization (and hopefully be interested in learning more). 

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Example 1: Lavender

Play #14: Leverage social proof from existing customers

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🔑 to success: Promote content from respected customers within your target industry highlighting the use cases and overall impact of your product.

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Example 1: UserGems 

Example 2: Clay

‍

Putting LinkedIn Thought Leader ads into action

‍

If you’re excited about thought leadership ads and want to start running them right away, here’s what I would recommend:

‍

1. Find a few people at your organization that would be great thought leaders. They don’t need to be influencers with 50K followers – they simply need to have a deep understanding of your product and your ICP (bonus if they also enjoy writing).  

‍

2. Once you’ve selected your thought leaders, choose the top 3 strategies from this playbook that you’d like to begin with. I don’t recommend starting with all 14 strategies at once, since that could get pretty overwhelming. 

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3. Have your thought leaders post a few times per month and boost their content to your ICP.

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That’s all you need to get started. 

‍

P.S.

‍

If  you’re starting out with thought leadership ads, I recommend using the engagement objective to build your retargeting audiences in a cost-effective way. 

‍

And if you want a complete masterclass on LinkedIn ads objectives, ad types, and bidding strategies, I highly recommend checking out this article by Ali Yildirim. 

‍

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 😂)