Fun interview with the folks at B2B Playbook where we talk about b2b marketing, Linkedin ads, and startup life. I'll also cover a pretty amazing retargeting framework that Impactable has rolled out to over 200+ clients!

Linkedin Ads VS Facebook Ads People really like to compare different ad channels to each other to try to see which one is better or where they should put their money or maybe even just what to try next. I’ll start off by saying that each channel is actually pretty different for a few different reasons and you can’t just be thinking in terms of cost per click or cost per lead. You need to evaluate channels on these criteria. TargetingEach channel builds targeting in a...

Elements of a Linkedin Ad - Launch Day! 1. First, you have the name at the top. This is optional but can help with organization or even numbering different options. 2. Next, you have the introductory text space. This is where you’ll input the main copy for the ad which will show above the image. For this one, I’m referring to single image ads which are the most common. Once you understand how these work and what each space is for, the other ad formats are honestly not that int...

Linkedin Ads Bidding Basics I actually leave a lot of my campaigns on these settings: Set a daily budgetRun campaign continuouslyMaximum delivery (automated). Let’s walk through it real quick. Set a daily budget. This just means that instead of setting a lifetime budget with an end date..I choose to put a daily budget that just continues to run until I decide it’s over. The way I approach most marketing is not in 2-week sprints or a 60-day trial. Most market...

Let’s get into a fun one here which is Linkedin targeting - the actual audience that you can target with your Linkedin ads and what filters you have to work with here. Linkedin’s targeting capabilities are probably one of the top 3 reasons people actually love Linkedin ads and one of the main reasons they are so effective. It’s also part of the reason the cost per click and cost per lead are a bit higher compared to maybe facebook because the quality is just better. Today I’...

Conversion setu We actually got rid of the form on our website because it was just another hurdle for people to jump through before booking a call and then required another touchpoint to follow up with those who submit a form but don’t book a call. Instead, the first conversion we track is actually booked calls. How did we do this? We use calendly to book calls and calendly (along with most call booking tools) allow you to set up a URL redirect upon booking. This means th...

Let’s break up the tedious foundational walk-through and take a step back to a little more high-level view of what we are looking to build. For those who have never run Linkedin ads before, this will shed light on what all these pieces we are building will eventually look like. And for those who are currently dabbling or running Linkedin ads, this might shed a little light on if you are on the right path or give you a different perspective. Overall Strategy Here is the summary/cli...

Welcome back and we are grinding out the basics here still. A lot of foundational info to get through but it’s important to really understand what the capabilities are here in order to know what’s possible. I won’t spend too much time here (hopefully) as my main goal is just the basic understanding of the Linkedin ad formats you can work with. Single Image Ad This is probably the most used type of Linkedin ad - You get to choose an image, intro text, and a headline for the ad...

What are the different ad objective types? Brand Awareness Website visit Engagement Video Views Lead Generation WEbsite conversion Job applications Funnel Concept - Stages of a prospect If you haven't been in the b2b world for too long then you might not be familiar with some of the ever so popular funnel images that show the different states of a prospect. It looks like this - Awareness is the top of the funnel. Consideration is the middle of the funnel. And then convers...

This is another common question as people tend to be a bit anxious to start getting leads and closing deals as soon as possible. I’ll level with you a bit here. If you aren’t aware of this yet, I'll be the bearer of somewhat bad news. Marketing is a long-term play that builds momentum over time and is not as quick and transactional as you might hope it to be in the beginning. By that, I mean that any new channel has its growing pains, optimization time, and momentum-building time ...

In this episode, I'll cover the main types of custom audiences that you can make which are also the audiences we can later use for retargeting. Here are the main types of custom audiences I cover: -Company/contact -Event -Company page -Lead Gen form You’ve probably at least heard about Linkedin lead generation forms or could make a good guess what those are all about. Basically, they are just a form fill type ad that you can run on Linkedin that captures the prospect’s...

Good question and I have a few answers on this one as each person/business is different. First off, what’s your overall marketing budget and what other channels are you involved in? Really big difference in answers here on a budget if this is your first paid ads channel you are looking to carve out vs you already running 8k/month on google, 2k/month on Facebook, and now want to add in Linkedin. Also, do you have decent website traffic by any other means? Either organic maybe...

Linkedin Insights tag installed We touched on this in the last episode but let me recap and expand on this. The Linkedin insights tag is much like google tag or Facebook pixel. It’s a line of code that goes into your website that allows the Linkedin ads campaign to see who’s clicked into your website, what pages they visit, and helps ensure your conversion tracking works if you are using URL view. You can drop the code into the global footer and all pages under that domain will be vis...

Basic areas inside the campaign manager that should be on your radar. SettingsSettings are actually not labeled super clearly so you might be searching around a while at first. It’s located on the top right corner and has an icon of the company logo you are in and the name next to it. If you click this logo, you’ll see options to visit the company page, manage billing, and manage access. This is where you would go if you wanted to give someone else access to your Linked...

In this episode I cover why you should even care about Linkedin ads, what the format of this podcast will look like (what kind of things we cover), and a quick intro into who I am and who we are as a company. 1. Why Linkedin Paid Ads? -If you are looking to grow sales -If you want to improve the ROI of your google ads, Facebook, or other marketing channels -If you are looking to carve out a new channel for client aqcuasition -If you want to finally start using Linkedin ads and learn ho...

Honestly first episode so I'm sure I'm going this wrong but like a true marketer...I just dove right in. I answer the basic questions of "Is Linkedin Ads too expensive?" and also dive into the cost per click, cost per lead, and make a good case why these should not be the primary consideration when looking at Linkedin Ads. Linkedin Marketing is it's own channel and can't be rightly compared to Facebook or Google (which I'll tackle in the next episode). The main thing you ...