Archive for the ‘LinkedIn Advertising’ Category

Are You Ready for LinkedIn Video Ads? Here’s What You Need to Know…

<< by Sarah Lokitis on January 9th, 2013

Almost every week, a new social media ad type is released. I apologize for my exaggeration, but you may agree that sometimes it’s hard to keep up with all the ad choices for your business. LinkedIn ads are one of the great ways to target yourself to a specific professional audience. At Search Mojo, we have seen great results with LinkedIn advertising and in the past month LinkedIn made announcements about another feature available to its advertisers.

LinkedIn Video Ads!

LinkedIn video ads are here and available to use in the regular self-serve pay-what-you-want advertising platform. Since these are so new, there isn’t any data about performance and it seems like people are not quite sure what they are yet. From my use so far, they don’t outperform regular image ads, but can be a great tool to experiment with on LinkedIn in the self-serve platform.

How do LinkedIn Video Ads work?

1. The LinkedIn video ads appear the same as a normal text ad, except the image is the video and a play button shows on top of the video image. This doesn’t bring the color and pop of the images currently used on LinkedIn, but it does stand out.

LinkedIn Video Ad Are You Ready for LinkedIn Video Ads? Here’s What You Need to Know…

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INFOGRAPHIC: 5 Steps to Understanding and Targeting Your Buyer Personas

<< by Kari Rippetoe on December 7th, 2012

In our recent webinar, Get More Leads by Identifying and Targeting Your Buyer Personas, Adele Revella of the Buyer Persona Institute talked about the 5 Rings of Insight and how they can help you understand what motivates your prospective customers to make a buying decision. Janet Driscoll Miller also discussed how you can use social media and the insights you’ve gathered to better target your advertising.

This infographic takes you through 5 steps towards helping you understand your buyer personas, creating the right content to fit each step in the buying process, and mappaing your advertising efforts to the appropriate marketing channels.

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For Generating Leads: LinkedIn Ads > A B2B Niche Keyword With A Number 1 Search Ranking

<< by Tad Miller on November 26th, 2012

Business to Business (B2B) search marketing can be tricky.  It’s hard to dispute the value of getting into the consideration set of potential undecided customers that search on non-branded keyword phrases, but visibility isn’t necessarily always going to translate into a lead that a sales force can follow up on and turn into a sale, especially if your product or service has a big price tag or requires a major commitment.

The art of generating B2B leads online doesn’t get the credit that it deserves, especially on those big-ticket, high commitment, complicated sales.  Typically these leads have very high costs per acquisition and very low conversion rates.  The pool of ideal customers for these kind of products is relatively small, especially compared to consumer products or services.

Keyword Demographics?

When it comes to search marketing, both natural and paid, keyword selection can be tricky for B2B niches.  What your ideal customer demographic may search for isn’t always abundantly clear.  Say your company offers services to battery manufacturers to do testing on the batteries they make.  The keyword “battery testing” has approximately 320 searches per month according to Google.  But “battery testing” can mean different things to different people.  For consumers it’s mostly an informational search query about how to test your car’s battery.  A smaller niche of both consumers and businesses might be interested in figuring out how to test laptop computer batteries. And, an even smaller niche might be battery manufacturers (your ideal customers).  Battery testing has “horizontal relevance” in that it means different things to different people.

B2B Niche KW Graph For Generating Leads: LinkedIn Ads > A B2B Niche Keyword With A Number 1 Search Ranking

Keywords mean different things to different people

The hard part about horizontal relevance is that search engines like Google favor what the majority are looking for in top ten natural search results, in other words if it’s mostly an informational search query and mostly searched by consumers the results will likely favor those type of pages.

read more For Generating Leads: LinkedIn Ads > A B2B Niche Keyword With A Number 1 Search Ranking

WEBINAR: Get More Leads by Identifying and Targeting Your Buyer Personas

<< by Kari Rippetoe on November 13th, 2012

The topic of “buyer personas” is pretty hot right now – but it’s anything but “trendy.” There’s a good reason why buyer personas has become such a talked-about topic in the marketing industry. By developing personas of your customers, you’ll understand what drives their purchase decisions for your products and services – and how you can better market to them.

read more WEBINAR: Get More Leads by Identifying and Targeting Your Buyer Personas

Should You Take Advantage of LinkedIn Advertising?

<< by Sarah Lokitis on October 29th, 2012

linkedinads Should You Take Advantage of LinkedIn Advertising?Are you advertising on Google? Facebook? What about LinkedIn? In today’s post, I will discuss the benefits of LinkedIn advertising, as well as best practices for using it.

LinkedIn ads are especially effective for B2B industries because of the ability to target LinkedIn ads to specific professional groups. In contrast to social networks like Facebook, users on LinkedIn are visiting the site with a professional mindset and may, in turn, be more willing to receive business messages.

LinkedIn lets advertisers target ads to users by important B2B demographics, such as seniority, industry, or a particular LinkedIn group. Targeting to specific titles, like to VP of Marketing, makes advertising very efficient by letting you reach the people you’ve identified as your target market or persona.

What are LinkedIn Text Ads?

LinkedIn text ads appear in various places on the site and can be set up with a minimum spend of $10 per day. There isn’t much real estate to capture with LinkedIn ads as they are set up with a 50×50 pixel image, a 25-character headline, and 75-character body copy. Every character and space in the image counts!

You can choose to pay LinkedIn with cost-per-click (CPC) or cost-per-1000-impressions (CPM). You can create several variations of your ad and set up Google Analytics tracking on your destination URL to determine which variation drives the most clicks and leads.

A best practice for LinkedIn advertising is to direct ads to a page on your site or landing page to convert as a lead through a contact form. Ads can also be set up to land on your company’s profile page on LinkedIn in an effort to grow followers and awareness.

Optimize Performance

Before you write any ad copy, figure out who your audience is – or who you want them to be. Figure out if you want to target by seniority, company, LinkedIn group, or a mix of several different aspects of your audience. Depending on the size of these groups, you may want to create a few different campaigns to test performance.

Unless you are setting up a branding campaign, include a strong call to action. Users need to be told what you want them to do whether it is Attend a Webinar or Request a Free Trial.

Another helpful tip is to be aware of the color scheme on LinkedIn – blue, white, and gray. If your image blends in with this layout, users eyes may not be drawn to your ad and, it’s likely they will see the brightly colored image next to yours, instead!

To improve ad performance, make sure that the specific offer and copy matches your targeting. Monitor your click-through rate (CTR) on LinkedIn and your visit-to-lead conversion rate by setting up goals in Google Analytics or using marketing automation to determine the effectiveness of your advertising.

What do you think?

Have you experimented with LinkedIn advertising? Has it worked for you? Or, if not, what were some of the challenges you faced? Did your ad not get enough impressions or was your targeting too broad? As an advertiser on LinkedIn, I’d love to hear about your experience. Please share your thoughts below in the comments or find me on Twitter @Lokitis.


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