297: LinkedIn Ads: Target Professionals and Get Your Message to Specific Targets with AJ Wilcox

AJ Wilcox, an advertising specialist from B2Linked, wants to tell you about LinkedIn ads. They're not for every type of business, but they're great for specific B2B targets, for example, enterprise-level medical companies and high-dollar software as a service companies (where deals are worth $15,000 or more).

Quotes:                                                                                                                                   

“If you're not making $15K from a deal, LinkedIn's initial cost per click is probably going to be too expensive, and you should probably stick to Facebook ads.” – AJ Wilcox

“When you're on LinkedIn, people are either thinking about their work or their career. So when you give them an offer that helps augment either of those, they're really eager to participate in it.” – AJ Wilcox

“LinkedIn is awesome because most people don't check it nearly as often as they do Facebook. So if you're showing ads, those ads are going to have a higher lifetime.” – AJ Wilcox

Takeaways:

02:20 LinkedIn ads work best for B2B companies with high-value transactions over $15,000, targeting specific professional audiences like HR departments or enterprise software sellers.

10:11 LinkedIn's ad targeting allows hyper-specific audience selection based on job titles, company sizes, departments, skills, and professional groups, making it powerful for precise marketing.

11:12 LinkedIn ads require less frequent creative refreshes compared to other platforms, with ads typically maintaining effectiveness for 28-33 days.

17:03 Successful LinkedIn ad strategies involve testing multiple ad variations, understanding conversion bottlenecks, and creating landing pages that make job opportunities or offers feel special.

22:14 When creating LinkedIn ad campaigns, name audiences by their professional characteristics instead of content names, which helps track performance and create evergreen campaigns.

Resources

Podcast: Play in new window | Download (Duration: 25:35 — 23.4MB) | Embed

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Filed in: Advertising • Archive 2: 2017 • Interview • Podcast

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