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 ..read more

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 intimidating.  3. Third up is the destination URL This just means that if someone clicks the image of ..read more

Linkedin Ads Bidding Basics I actually  leave a lot of my campaigns on these settings: Set a daily budget Run campaign continuously Maximum 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 marketing should honestly be an ongoing and continuous effort that you work on optimizing and perfe ..read more

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’m just going to quickly run through the basics so you know what’s possible.  The two main section ..read more

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 that when they confirm the call booking, they get redirected to a URL of our choice. So we send them to ..read more

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 which then appears in the prospect home feed.  Great for almost any use and can be used in 1 ..read more

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 periods.  So what exactly does that look like for LinkedIn paid ads? Depends. This depends on if y ..read more

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 conversion is the bottom of the funnel.  The idea is that a buyer starts off having never heard of you befo ..read more

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 information quickly and easily within the platform.  Lead gen form audience options are pretty ..read more

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 visible by that tag. This is super important because it’s what allows us to track website visitors and fil ..read more