Combining Paid Search With LinkedIn Ads for B2B Success

Posted on by Beth Negus Viveiros

millerUsing paid advertising options on LinkedIn to reach specific target personas is an emerging opportunity that many B2B marketers still aren’t taking advantage of, says Janet Driscoll Miller, president and CEO of data-driven agency Marketing Mojo.

“Generally, B2B marketers have specific audiences they want to reach, and remarketing lists for search ads (RLSA) can make a huge difference in the cost-per-lead process,” says Miller. “We’re seeing clients using a combination of paid search with combined with LinkedIn to better demographically target who they want to talk to.”

Miller will be a featured speaker in the session “Converting on Social: Building An Active, Participatory Conversation With Your Customers” at the B2B LeadsCon Summit at the Marriott Marquis in Times Square, Aug. 14-15.

“LinkedIn is challenging,” she notes. “There are so many folks I talk with who are experienced marketers—and they really struggle to understand what LinkedIn has to offer.”

The Social Experience: What’s Hot in B2B
Check out this related B2B LeadsCon Event!

Where are your prospects engaging online? And how can you get your brand into the conversation in an organic and meaningful way? In this ses…

There are two big opportunities B2B marketers should be aware of on LinkedIn, Miller notes.

Marketing Solutions are the display ads on LinkedIn, such as banner ads. These are managed through LinkedIn and can be an expensive proposition. The minimum insertion order is $25,000 in ad spend over a three-month period, which is a large commitment for many companies when something is unproven.

Self-serve or text ads are used more often by many of Miller’s clients. “You can get more niche in your targeting and reach a specific user or support group,” she notes.

Let’s say that I’m trying to reach database administrators. If I know there is a group that targets database issues, I know there is a high degree [that group will be appropriate.]”

From there, she says, when marketers set up campaigns, they can then use retargeting codes. “We know that all of the issues they are facing are specific to database administrators and will be specific to the persona group, and now we can market to them long term.”

For more on B2B Leadscon, Aug. 14-15 in New York, with content powered by Chief Marketer, click here.

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

The Social Experience: What’s Hot in B2B Check out this related B2B LeadsCon Event! Where are your prospects engaging online? And how can you get your brand into the conversation in an organic and meaningful way? In this ses… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM