Linkedin Paid Ads - From A to Z by Impactable.com Justin Rowe

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!

Linkedin Ads VS Facebook AdsPeople really like to compare different ad channels to each other to try to see which one is better or where they should put their money or maybe even just what to try next. I’ll start off by saying that each channel is actually pretty different for a few different reasons and you can’t just be thinking in terms of cost per click or cost per lead. You need to evaluate channels on these criteria. TargetingEach channel builds targeting in a different w...

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 intimidati...

Linkedin Ads Bidding BasicsI actually leave a lot of my campaigns on these settings:Set a daily budgetRun campaign continuouslyMaximum 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 sh...

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 j...

Conversion setuWe 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...