Guest AJ joins this episode to highlight who should use LinkedIn Ads and give some tips for best practices and getting the most ROI out of the platform. So if you are a B2B marketer and you are NOT on LinkedIn advertising you need to read on or give a listen.

Why are LinkedIn Clicks so Expensive?

AJ digs into a bit of comparing why clicks cost so much on LinkedIn vs. Facebook or Google Ads or Bing Ads. In the end if you are B2C it may or may not make sense but if you are B2B you really should look at it as an option.

Targeting by Job TypeTargeting by Job NameTargeting by Employer/Company NameTargeting by Industry & Industry Groups

2019 & 2020 LinkedIn Statistics

If you are wondering here are some stats on the size of the platform:

https://klientboost.com/ppc/linkedin-advertising-stats-2/https://www.omnicoreagency.com/linkedin-statistics/https://foundationinc.co/lab/b2b-marketing-linkedin-stats/New CEO news announced right before we recorded.

Tips for Launching LinkedIn Ads

Dave sets up a scenario of an SEO tool provider going after Enterprises and AJ digs in walking through his steps of how he would approach such a campaign.

Look and target by Job Title.Build a new campaign and target SEO Groups.Job Function exclusion for anyone in Sales or Business DevelopmentSEO Skills would be a 3rd group.Look at decision maker vs. practitioner depending on who the target is and filter audiences that way as well.Look to uncheck Audience Expansion.Use single image sponsored content to start with for your ad.Change bid type from automated bid to max CPC but floor it to save your budget.It can be hard to spend with the text link ads.

What Matters Most in LinkedIn Ads?

Is content king or is it all about targeting? AJ walked the line but in the end they both are really important if you want to have a successful campaign on LinkedIn Advertising.

Make your offer matter to those that you are looking to target.

Can You Run an Engagement Campaign?

Yes. Dave and AJ talk through some ways SaaS companies can watch for users to stop engaging with their product and use LinkedIn Advertising to try and engage people again.

Additional LinkedIn Advertising Resources from AJ

Advertising on LinkedIn Lynda Course by AJLinkedIn advertising for small businesses: Account setup, best practices & campaign build templatesLinkedIn Ads Show

Full Transcript on LinkedIn Ads

Matt Siltala: [00:00:00]

Hey guys, excited to have you join us on another one of these business of

digital podcasts today. I believe we have Dave over there. Hey, yay. Always

got. Uh, we do have a special guest friend of mine.

And a LinkedIn expert. I like to say that a J Wilcox. How's

it going

AJ Wilcox: [00:00:31]

doing, Greg, thanks so much for having me on.

Matt Siltala: [00:00:33]

Hey, thanks for joining us and we appreciate, you know, the last minute I

reached out to you and, and, uh, you know, we've been wanting to do this one

forever. I asked, David's been in the, uh, the notes for.

For quite some time as far as

Dave Rohrer: [00:00:46]

down the line.

Matt Siltala: [00:00:47]

But, uh, we figured it was time and it worked for you. And so, uh, again, I, I

really do appreciate you taking the time. And before we jump into anything AAJ

why don't you just spend, uh, you know, 30 seconds or a minute and, and just

share [00:01:00] with, uh, you know, our

AJ Wilcox: [00:01:01]

listeners.

Matt Siltala: [00:01:03]

Well, you know, he, he, uh, he is coming through for us. So anyway, just share

it. Share a little bit about, uh, your background and where people can find you

and what, what you feel they need to know about you.

AJ Wilcox: [00:01:14]

Awesome. Well, I fell in love with LinkedIn ads about eight years ago. Um, I

used to be an SEO guy. I started digital marketing about 13 years ago, and I

called myself an SEO guy.

It was crazy. Um, but really fell in love with LinkedIn ads

at a previous company. A