Using Social Media Advertising to Find and Convert Your Target B2B Audience - MarketingProfs B2B Forum 2015

@marketingmojo | @janetdmiller©2015, Janet Driscoll Miller

Janet Driscoll Miller

President and CEO

@janetdmiller

USING SOCIAL MEDIA ADVERTISING TO FIND AND CONVERT

YOUR TARGET B2B AUDIENCE



BEFORE YOU GET STARTED…



SET YOUR EXPECTATIONS


SOCIAL IS NOT SEARCH

INTENT(SEARCH ENGINES)

IDENTITY(SOCIAL MEDIA)


THE INTENT CHALLENGE• “Social Media Management Software”

› Enterprise level product: 12 months/$100,000 commitment

• But WHO searches using this term?


THE PLATFORMS



WHY LINKEDIN FOR B2B? B2B REACH.• World’s largest, most

popular professional network

• Over 380M members worldwide


WHY LINKEDIN FOR B2B? TARGETING OPTIONS.

Demographic Targeting OptionsLocation Continent

CountryStateCity

Companies NameIndustry

Company size(also exclude current customers)

Job Title TitleFunctionSeniority

School School NameField of Study Field of Study

Degree DegreeSkills Skill NameGroup Group NameGender Gender

Age Age


LINKEDIN DOES NOT HAVE…• Retargeting• Dayparting• Mobile display ads• Ad network• Conversion tracking (coming soon!)


YOUR LINKEDIN AD OPTIONS

LinkedIn Marketing Solutions

Self-Serve Ads

Sponsored Updates



LINKEDIN MARKETING SOLUTIONS: DISPLAY ADVERTISING

• Display advertising on LinkedIn• Run on a CPM basis

› Reach target impressions• Managed by LinkedIn (not self-serve)• https://business.linkedin.com/marketing-

solutions/products/display-advertising


LINKEDIN DISPLAY ADVERTISINGPROS AND CONS

Pros ConsHigh level of visibility Minimum insertion order of

$25,000 over 3 monthsNot available on mobile May have to broaden target

audience(May not be ideal for short timeframe campaigns)

As low as $25 CPL CPM pricingGuaranteed delivery May have to broaden target

audience or lengthen campaign to reach delivery target


LINKEDIN’S MOBILE TRAFFIC

48%52%

DesktopMobile

Source: LinkedIn, 2Q2015




Self-Serve Ads

Sponsored Updates



LINKEDIN SELF-SERVE ADS• Text ads sometimes accompanied by video or

image• Run on a CPM or CPC basis• Managed by YOU• https://business.linkedin.com/marketing-

solutions/products/display-advertising


LINKEDIN SELF-SERVE ADSPROS AND CONS

Pros ConsHigh level of control No daypartingOnly need 1,000 people in a targeting group

Not available on mobile

Small minimums($2.00 CPC or CPM, $10 daily budget)

No delivery guaranteesLow CTR

High degree of targeting Inventory reduced due to mobileChoice of CPM or CPC biddingAs low as $20 CPL Cost has been increasingSchedule start and end dates




Self-Serve Ads

Sponsored Updates



LINKEDIN CONTENT UPDATES• Sponsored updates that appear in LinkedIn

newsfeed• https://business.linkedin.com/marketing-

solutions/products/native-advertising


LINKEDIN SPONSORED UPDATESPROS AND CONS

Pros ConsOnly ad unit available on mobileDemographic targeting availableCPM or CPC basisHigh conversion rates (over 10%)As low as $20 CPL Expect costs to increase


CASE STUDY: ENTERPRISE SOFTWARE

PPC Alone PPC and LinkedIn0

50100150200250300350400

Conversions

PPC Alone PPC and LinkedIn0

100

200

300

400

500

600

700

Cost Per Lead

PPC Alone PPC and LinkedIn $-

$10,000.00 $20,000.00 $30,000.00 $40,000.00 $50,000.00 $60,000.00 $70,000.00 $80,000.00 $90,000.00

$100,000.00

Cost


ROI OF LINKEDIN

1178%

(pipeline)(revenue)ROI

281%



WHY FACEBOOK RETARGETING FOR B2B?

Source: AdRoll


WHY FACEBOOK RETARGETING FOR B2B?

Source: AdRoll


AD PLACEMENTS ON FACEBOOK


TARGETING BY OBJECTIVE


FACEBOOK HAS *SOME* B2B TARGETINGDemographic Targeting Options

Location ContinentCountry

StateCity

Companies Employer NameIndustries

Office Type (ex: home office)(also exclude current customers)

Job Title TitleSchool School Name

Field of Study Field of StudyEducation Level Degree

Currently in SchoolApp Users Current app users

App not currently installedGender Gender

Age Age


ADVERTISING OPTIONS IN FACEBOOK

Mobile Newsfeed

Desktop Newsfeed

Right Column Instagram


MOBILE NEWSFEED


FACEBOOK MOBILE NEWSFEED ADS• Ad units appearing in the Facebook newsfeed• Use images or video• Include a call to action• https://www.facebook.com/business/ads-guide/


FACEBOOK MOBILE NEWSFEED ADSPROS AND CONS

Pros ConsOnly ad unit available on mobile B2B performance questionableDemographic targeting available Limited B2B data compared to

LinkedInCPC or CPM basisUse retargeting lists


HOW TARGETED CAN YOU BE WITH FACEBOOK MOBILE?



Mobile Newsfeed

Desktop Newsfeed



DESKTOP NEWSFEED


DESKTOP NEWSFEED


DESKTOP NEWSFEED


FACEBOOK MOBILE NEWSFEED ADS• Ad units appearing in the Facebook newsfeed• Use images or video• Include a call to action• Can use carousel ads• https://www.facebook.com/business/ads-guide/


FACEBOOK DESKTOP NEWSFEED ADSPROS AND CONS

Pros ConsDemographic targeting available B2B performance questionableCPC or CPM basis Limited B2B data compared to

LinkedInUse retargeting lists



Mobile Newsfeed

Desktop Newsfeed



RIGHT SIDE ADS


FACEBOOK RIGHT SIDE ADS• Ad units appearing in the Facebook right rail• Use images or video• No call to action button• Not available on mobile• https://www.facebook.com/business/ads-guide/




LinkedInUse retargeting listsCheaper than newsfeed ads(CPM of 10-20% lower than newsfeed)

Not available on mobileNewsfeed feed CTR (against old format of side rail ads: 44x betterConversion rate 5x betterCost per conversion: 67% lower



Mobile Newsfeed

Desktop Newsfeed



INSTAGRAM ADS


INSTAGRAM ADS• Ad units appearing in the Instagram newsfeed• Need an Instagram brand account• Use images only• Include a call to action• https://www.facebook.com/business/ads-guide/




LinkedInUse retargeting lists



ADVERTISING OPTIONS IN TWITTER

Objective-Based

Promoted Tweets

Promoted Accounts

Promoted Trends


TYPES OF OBJECTIVE-BASED TWITTER ADS

• Followers• Website clicks or conversions• Tweet engagement• App installs or engagements• Leads on Twitter


TWITTER ADS• Ad units appearing in the Twitter feed• Need an Twitter brand account• Use images only• Include a call to action• https://biz.twitter.com/ad-products


TWITTER ADSPROS AND CONS

Pros ConsDemographic targeting available B2B performance questionable

Targeting for business categories is based on “interests” and “behaviors”

Set start and end datesCPM basis Limited B2B data compared to

LinkedInUse retargeting listsApp targetingConversion tracking


INTEGRATION AND ATTRIBUTION


WHY INTEGRATE CHANNELS?


WHY INTEGRATE CHANNELS?


INTEGRATION:IT’S A PIECE OF CAKE


LAYERING

Social Targeting(LinkedIn)

Retarget(Google AdWords, Bing Ads, Twitter, Facebook)


STEP BY STEP TO CONVERT AND ATTRIBUTE1. Put retargeting code on landing pages and website pages.2. Run LinkedIn campaigns to targeted audiences. Tag

campaign URLs.3. Tag visitors accordingly, both with retargeting code and

cookies.4. Run retargeting campaigns on other platforms. 5. Upon conversion, pull down cookies with demographic data.6. Analyze. Review conversions and cost per conversion for

each platform.› Also check out AdStage.


JANET DRISCOLL MILLERPresident and CEO

434.975.6656 x101

[email protected]

@janetdmiller +JanetDriscollMiller