There are so many channels available to digital advertisers these days. SEM, display advertising, retargeting, social media advertising, and more. Many B2B advertisers are using some or all of these to generate leads for their businesses. That being said, LinkedIn Ads quickly rises to the top of the conversation for B2B advertisers because of the very nature of the audience (business people networking online) and the detailed targeting options.
So, if it is that amazing, why isn't every B2B advertiser on the LinkedIn bandwagon already? Well, LinkedIn Ads is notorious (at least in some circles) for having an inefficient management interface, less-than-adequate customer support, and either poor performance or low traffic volume.
While I can't argue with the management interface or support issues, often performance and volume concerns are simply the by-product of mismanaged campaigns. When managed properly, LinkedIn Ads results can be quite impressive. Here are some tips for building a smart LinkedIn Ads campaign.
Understand Your Audience
Before you even touch the LinkedIn Ads management interface, you need to first take stock of your overall marketing strategy and understand your target audience.
Leverage Persona Data to Research LinkedIn Targeting
LinkedIn has a massive database of information available for targeting purposes: companies, industries, job titles, groups, etc. However, much like Facebook, there is no simple tool or method for mining this data (who wants to create that tool? C'mon, I know you want to!). Be prepared to roll up your sleeves and get to work.
Build Segmented Campaigns
Like any online advertising channel, segmentation is still important for LinkedIn Ads. But LinkedIn is certainly unique in this regard.
For Your Consideration
As previously stated, the LinkedIn Ads platform is a bit unique. Therefore, there are a few additional tips for your consideration.
LinkedIn Ads is far from perfect. It's clunky. It can be pricier than other channels (on a CPC basis). Customer support is only so-so. But the potential for B2B advertisers to lock on to potential customers with laser-focused targeting is a big deal. And when a smart B2B campaign is built, LinkedIn Ads can generate quality leads!
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
John A. Lee is an Internet marketing jack-of-all-trades with experience managing PPC, SEO, and social media campaigns. He is a Managing Partner for Clix Marketing, a marketing agency specializing in PPC, display, and social media advertising. Before joining Clix Marketing, John worked as Paid Search Manager for Wordstream and was a Senior Search Marketing Consultant for Hanapin Marketing in Bloomington, Indiana, where he was instrumental in the success of Hanapin's two search marketing blogs: PPCHero.com and SEOBoy.com. John's writing has also appeared on SearchEngineWatch.com, Acquisio's Blog, Wordstream's Blog, and within Website Magazine.
March 19, 2014