Mar 31, 2020
Welcome to the LinkedIn Ads Show.
Couple of great resources:
1. Quick video of the pros/cons of Google Ads and LinkedIn Ads for
B2B: Google
Ads vs LinkedIn Ads for B2B
2. LinkedIn Learning course about LinkedIn Ads by AJ Wilcox: LinkedIn Advertising Course
Contact us at Podcast@B2Linked.com with ideas for what you’d like AJ to cover.
Transcript:
Google Ads is the OG of ad platforms. How does it stack up currently to LinkedIn ads?
0:12
Welcome to the LinkedIn Ads Show. Here’s your host, AJ Wilcox.
0:19
Hey there LinkedIn ads fanatics. Google Ads was the original ad
platform and was synonymous with digital advertising for years and
years. Now, though, as competition has increased, since all of your
competitors use it and use it, well, are there bigger opportunities
for you there or in LinkedIn ads? We’ll dive deep into that today.
Let’s hit it. My favorite lead qualification methodology is called
BANT, B A N T and it stands for Budget, Authority, Need, and
Timing. And the way it works is that when you’re qualifying a lead
let’s say it’s a SDR, sales development representative, who’s
qualifying a lead? They’re trying to score it in four separate
buckets. The budget, does this person have enough budget to afford
us? The authority? Does this person have the signing authority to
actually make the purchase? Or do we need to reach their boss or
their boss’s boss? The need, does the person actually need what it
is we’re selling? And timing, is the timing right for them? Or is
this a deal that’s gonna have to go down months, or even years from
now? So the way that this works is, if you’re looking at search
channels like Google, whether it’s SEO or paid search on Google
Ads, or even Bing Ads, these channels tend to score really high on
both need and timing. And the reason why is because if someone is
searching for something actively, which is where they would find
you, if they were searching, and you were putting yourselves out
there with search, you know that there’s at least some sort of a
need, something drove them to complete that search. So they’re
probably going to score high in need. Of course, timing is likely
pretty good, because they probably wouldn’t have been searching
unless there was some kind of timing matching up for them, they at
least know they have some budget in the future, or at least are
looking into an initiative. So search channels like Google are
going to score really high in the N and the T in BANT for need and
timing, but they’re probably going to score really poorly on the
budget and the authority portion, because native to what someone
types, it doesn’t tell you whether they are qualified to make that
purchase decision. Sometimes it’s an administrative assistant doing
the searching. Sometimes it’s the person themselves. Sometimes it’s
an employee, you never really know. LinkedIn is a little bit
opposite. It scores really high in the budget and authority
categories, but really low in the need and the timing. And it
scores high in budget and authority. Because if you’re putting
together an ad targeting someone who needs something that you have,
that means You’re probably going to target the people who are in
company sizes and industries, large enough that can actually afford
what it is you do. And you’re going to be targeting the people who
have the authority to make that decision. Because that is one of
the things that’s so great about LinkedIn ads platform. But of
course, you’re targeting people, whether or not you know that they
are in need of something currently. So that’s why they’re going to
score really poorly in the need and the timing aspect. That means
these leads on LinkedIn are going to take longer to close, Google
ones are going to close a lot quicker. So let’s jump in then to the
individual pros and cons of Google, as we’ve covered already,
intent is the big pro with Google. And this is the reason why we
like Google so much, is because you can catch people right at the
bottom of the funnel, who are already signaling that they are
looking for what it is you’re offering. That means you don’t have
to do too much nurturing, and you can send them right to a demo or
a purchase. If they’re already down there looking for one of those
services. You don’t have to hit him with a white paper or something
to try to brand yourself first. We’ve done quite a few different
channel studies. Every time we have a client who has a great
insight into data deeper in their funnel, we’re always
understanding and we’re always excited to understand which channels
produced what. And the common behavior we’ve always found in our
studies is that Google always closes deals the fastest because they
have a fast buying cycle because they were already at the end of
the buying decision when they got to you. And LinkedIn always
closes the largest deals, because you’re able to target the exact
right people at the exact right size companies giving you really
high quality leads, but again, they may not close super quickly. So
outside of intent, there’s a lot of really great things about
Google’s ads platform that used to be called Google AdWords. Now we
call it Google Ads.
4:51
Next is retargeting. Google’s retargeting platform is incredible.
It’s ultra inexpensive, and ultra powerful. It’s great tech, and
you get access to pretty much the whole Google Display Network, or
GDN, as the geeks call it. That gives you pretty much 90% of the
web that runs on the GDN. Pretty much anyone who’s using AdSense
installed on their website, because it’s the easiest way to start
having your website generate advertising revenue. Google is also
very versatile, because it has this search capability that we’ve
already talked about that so good at being at the bottom of the
funnel. But, it also has this whole display network, which is
contextual advertising based off of keywords, and they also own
YouTube. So all of these very different personalities in between
these networks, makes them very powerful and versatile. Pretty much
any marketer can find a way to use at least one, maybe even all
three. It’s also helpful to understand that Google’s platform is
super well baked out. Google early on made all of its money from
Adwords back early, early. And because of that, they continued to
innovate and move to make advertisers lives easier with the
platform. They kept adding more and more features, really
thoughtfully adding new algorithms and “better things”. And it’s
now very full featured. And I would say it’s almost maybe to a
fault, because now you have this platform that is so so featured
that you really have to be an expert at pay per click advertising
to really understand all of the ins and outs. And so to someone
just getting started, it probably is really daunting. But all of
this leads to them having a really, really solid platform with
about every option you can think of. Google started out really
early on by setting a floor price that was really reasonable. They
started at five cents per click early early on, and then based off
of competition, other people bidding five and 10 and 15 cents for a
click. We started to see competition. aggregate around certain
combinations of words. Now, of course, we have tens of thousands,
maybe even hundreds of thousands of words in every language. And
competition is driven on Google by certain combinations of these
words. And so you have keywords that are like buy CRM software,
that could be really, really expensive. And you might see a keyword
like, which are the better options in SUVs that maybe is not very
competitive, because it’s not showing a whole lot of intent. It’s
still signaling that someone’s in the research phase. So what this
means is you have a way for competition to really be spread out.
There are so many millions of combinations of words, maybe even
billions or trillions, that competition could aggregate around. And
so it keeps costs relatively low for everyone until you start
having real competition. Then you have this ability to really
protect your brand with something that we refer to in the industry
as branded search. The idea here is you are bidding on your own
brands keywords. So I might bid on b2b links calm or be too linked,
or p3 link in case someone makes an error. And I can make sure that
even if I’m not doing well organically for that keyword, that my ad
is still gonna put me at the top of the page. And it also means
that any competitor who was trying to snake on my brand that I can
try to beat them out. And this is really both it’s definitely a
double edged sword. It’s both a blessing and a curse. Because it
also means that if someone comes and clicks on your ad when you’re
bidding on your branded term, there’s a really good chance they
would have scrolled a little bit further down and found you
organically anyway and and it wouldn’t have cost you anything. But
certainly you don’t know if a competitor were bidding on your
keyword and maybe they would have grabbed that traffic. Before they
made it down to you. So this is both a brand protection and trying
to capture keyword traffic that your competitors might be trying to
steal. It also gives you something really powerful, which is
something I wish we had some way of measuring on LinkedIn. It’s
this ability to measure real interest in your company. If you are
bidding highly for your own brand’s, keyword, your own brand’s
name, then you can look at the impressions that that ad delivers
and have a really accurate view of, hey, how many people are
searching for my company? What is the real interest around my
company? If we were to do this on LinkedIn, it would probably look
like “how often is my company showing up in in searches?” and “how
many people are actually viewing my my brands company page or
organizational page?”. Which of course that would be somewhat
powerful information, but definitely not nearly as powerful as
seeing how many people are searching Google, rather than the few
percent who might be actually coming to LinkedIn specifically to
look at it. Google also has some really fun stuff for power users.
My favorite above those is called scripts. And it’s essentially the
ability for Google to say, “hey, we’re not going to build every
tool that you want, but we will give you this interface where you
can enter your own JavaScript code”. And you can make the platform
Do whatever you want without really having API access. So
certainly, if you are going to build a platform, like an ads
management platform, on top of Google ads, yeah, he would
definitely want to have API access. But if you’re looking to just
add a little bit of expert functionality to your account, you can
find someone who knows JavaScript well, and build you a cool tool
that can help you manage any of your accounts really quickly and
easily internally. I would love to see LinkedIn ads script basics,
so we could add a little bit of our own functionality as well.
10:59
Something else that they have is called observation audiences. And
I would kill for this on LinkedIn. Essentially, you have an
audience that you’re already bidding on. But you can add a filter
to it, that becomes an observational audience. And you can actually
even change your bids on it. So you could bid up your observational
audience, but we’ll get to that. So the way that it works is if you
don’t change anything you just have this filter on on a campaign or
an ad group level. What you’re doing is breaking out that audience
by filter to see how it functions with or without, and so it’s kind
of like running a private focus group. One of the big no brainers
to add here for an observational audience is adding your
remarketing list or your retargeting list to an existing campaign,
because then you can see they’re still kept separate. You can tell
exactly what is coming from those who are part of your remarketing
list and those who are not. But you can also bit up a little bit.
So you can say if you’re part of my remarketing list, you can maybe
bid up by 30% or up by double. on Google, you can also break out
your observation audiences by things like business services,
parental status, marital status, education, whether they’re a
college student or not, their educational background, home
ownership, they have these things called affinity audiences, which
is like, what do I know that they’re they like or are currently
interested in. And these are all things you wouldn’t have to build
out entire new campaigns or ad sets, or sorry, ad groups on Google.
In order to take advantage of these you can just layer them on as
observation audiences to your existing campaign and get a readout
of “Hey, it looks like people who are marital status single tend to
like this better. So I’m going to decide to break off a new ad set
or a new ad group, just for that.” I would love this for LinkedIn.
And the way I would use it is if we were running, let’s say, a job
function campaign, I could add an observation audience of just
certain job titles to understand how many of those job titles are
being picked up by that job function. That would be really
interesting to understand. I’d love the idea of layering on a
retargeting audience to see how differently it performs. I’d love
to throw on traits, like some of the new custom segments that that
we’re getting things like, how do job seekers or how do people who
are open to education, how are they interacting with my my ads and
content? That could be really cool. I also would like to layer on
things like interests. I don’t know how good LinkedIn interests
are. I don’t know how well they play in to someone being of high
quality. So I would love to add an observation audience onto my
LinkedIn campaigns. Just saying, “hey, show me what people who are
in Interested in B2B marketing or interested in CRMs will do”. My
next absolute favorite thing about Google right now is they have
access to all of YouTube inventory, and all of YouTube Ads,
obviously. So YouTube is kind of a combination of search and
display. Its search because it’s keyword based. But it’s display
because it’s a little bit social. And you can bid by audiences and
behaviors. So with Google, now you have access to all of the Google
Display Network, all of Google Search. You have YouTube and you
also have Gmail. And all of these things are really high market
usage, meaning that if you use them, you can get access to a lot of
scale very quickly and very easily. And then they do have one
really awesome thing that I kind of alluded to that is YouTube
only. I wish we had this for the rest of Google, but they have
something called custom intent audiences and the way it works is
you can say, “hey, Google, I know that I can’t see the words that
people are searching. But hey, if someone searches for any of these
keywords here, I want to add them to a retargeting audience for me
to show just YouTube videos”. And you can imagine how powerful this
gets, because you’re essentially saying, if someone’s search query
contains, let’s say, my competitors’ brand name, or keywords by
competitor, I’m really doing YouTube retargeting around someone
else’s retargeting list. And that is so so cool and powerful to
me.
15:37
Okay, obviously, Google is not all sunshine and rainbows, we spent
a good bit of time talking about the great stuff. But there’s also
a lot of cons here that you should be aware of as well. The first
is that your sales team will likely tell you that a lot of the
leads coming from Google are of poor quality, even though they’re
they’re telling you right now, this is what I want and I’m ready to
buy. A lot of times people are not actually qualified to buy from
you. And so the sales team will tell you things like, hey, these
are we’re getting a lot of mom and pops or small potatoes kinds of
companies who can’t afford us if you’re, let’s say mid market or
even enterprise. And because we can’t filter out the small fish,
the people who can’t afford us, or we even can’t filter out our
competitors, which is big, we’ll get into that here in a minute. We
have to start filtering people out by ad copy. So if you could
imagine you now have to write into your ad copy something like the
platform for enterprise, if you’re trying to signal that your
product costs too much for maybe the small to medium sized
business. And that hurts your click through rate, hurting your
relevancy score, as Google calls it, quality score. And it just
gets the whole situation a little bit stickier, a little bit
tougher. Also with Google, it’s very competitive because like we
mentioned at the beginning of the episode, your competitors are all
on there. And they’ve been optimizing their efforts for years. And
so if you are a brand new startup who hasn’t really figured out
what your lifetime value looks like, you haven’t calculated what
your cost per acquisition looks like. You’ve got a lot of testing.
You’re up against a big wall of all of these competitors who have
all optimized into their positions and really left you in a bad
spot to try to fight for your position in that market. Because it’s
more competitive, it’s not uncommon to see clicks costing $40 or
more, especially for enterprise software. It’s not uncommon in
legal keywords to see $100, $200, $400 per click, it’s crazy. So
certain keywords can get very expensive, especially because they
are likely very high value keywords that have been bid up over
time. The nice thing is it really is very market appropriate how
these keywords are priced. You know people are willing to pay them.
That much for a keyword because it’s worth that much. Google is
also very bottom of the funnel. So if you don’t have a list of
keywords that are already searched for, that people might try to
find your product or service with, you’re really stuck with
whatever you can get. That means, let’s say you’re bidding on all
of the right keywords, and your boss comes to you and says, “Hey,
this is working really well, let’s double our budget for next
month”, you don’t have a quick, easy way to turn that dial up to
double and can’t spend it because if you’ve already gotten 100% of
the impressions of that keyword, then you’re really stuck. You
can’t just generate more without scaling broader and watching your
quality fall. So if you have a disruptive product or service that
people don’t know about already, so they don’t know to search it,
they don’t know it exists. It’s gonna be really hard on search to
drum that up. You could use Google’s Display Network and try to
spray a little bit broader to try to build that awareness so that
people will then come and search for you. And that’s what people
have done for years and years. But certainly, it’s not nearly as
good as if you already have people in your market who know to look
for you already. Also really hard for business to business startups
for a lot of reasons. Also, a lot of these B2B startups are doing
something that is disruptive, so people don’t know to look for
them. But then they have the same challenges of like, how do I
muscle my way into this industry, you know, against all these
people who’ve already optimized their way here and made things
work, I’m going to be really inefficient while I try to find where
I can fit. Competitive transparency is so so tough on Google,
because everyone Google’s their own keywords to see how they rank
and to see their own ads. And then of course, when they do this,
they see their competitors what their ads say, and a lot of times
they will click on their ads to punish them. Brands really like to
do this click fraud to charge the other guy money. Well, of course
your competitor is doing this to you as well. And so everyone loses
here, the fact that you can’t exclude your competition from seeing
your ads is a big deal. It’s a constant struggle to not have to pay
for competitor click fraud. And really my final con about Google is
that Google is so large, they just don’t care about you anymore.
They’re so massive, they only really have to listen to their top,
let’s say, hundred or 500 customers, and so they don’t care about
you unless you’re throwing around hundreds of millions of dollars a
quarter. And what’s even worse, in B2B, Google has a track record
of just not caring about business to business. They do so much
great around business to consumer advertising, that they really
leave us B2B advertisers out in the cold. They don’t give us new
features. They’re not actively thinking about ways to help us out.
Okay, here’s a quick sponsor break and then we’ll dive into
LinkedIn pros and cons.
20:57
The LinkedIn Ad show is proudly brought to you by B2Linked.com, the
LinkedIn Ads experts.
21:06
You guessed it B2LinkedIn, the LinkedIn Ads focused ad agency. We
manage many of Lincoln’s largest accounts worldwide. And we’re
official LinkedIn partners. Contact us on B2Linked.com to get in
touch. And our team can help you enact these and all other
strategies to get you the best performance.
21:24
All right, with that being said, let’s jump into LinkedIn pros and
cons. One of the top reasons you want to use LinkedIn is this
ability to capture new audiences to get in front of people who
didn’t know that you or your product or your service existed
before, and so they wouldn’t have been reachable with search. You
can grow the whole funnel by filling up the top with people who are
brand new audiences who didn’t know who you were. And this is
especially amazing for those of you who have really maxed out your
search channels. And now if you could add any more to that funnel,
if you could add more awareness from social channels, it would just
superpower your search results. Like we talked about early on in
the episode, LinkedIn brings really high quality leads, because we
can target the people by their budget, their authority. And this
gives us the types of leads that when they get to your sales team,
your sales team is saying thank you. These are exactly the right
people. They may give you crap because they’re not sales ready yet.
But that is just where this sits in the funnel. Any social channel
will be really difficult to find that level of intent, the need and
the timing aspect to BANT. But certainly with LinkedIn, you are
getting the budget and the authority and you’re getting access to
your very ideal audience. You can get very micro targeted or you
can spread it broader and try to hit more of the right people.
You’re also catching people when they’re in the right mindset. When
they are on LinkedIn. You know, they’re either thinking about their
job or their career broadly. And so you’re giving them some kind of
offer that augments their job or their career, it’s a great place
to be, you’re going to end up having really good positive
associations with them, as well as having high conversion rates.
Another pro is LinkedIn can be cheaper than Google Ads, depending
on the keyword, depending on the industry. We have worked with some
clients who will see a LinkedIn $12 per click, and they get excited
because they’re paying double that on Google and they can
definitely make that work. I absolutely love on LinkedIn, how we
can layer on exclusions to help cut out unqualified people, because
we’re paying really expensive clicks here, you know, eight to $11
for a click. And so we don’t want to waste that eight to $11 on
someone like a competitor, a past customer, a current customer, and
we can pretty much virtually eliminate click fraud if we’ve set up
our exclusions properly. So that means us as an agent See, we would
exclude ourselves from being able to see our clients ads, we would
exclude the clients company, so employees aren’t clicking. And we
can upload lists of customer lists, email address lists, and try to
cut those errant clicks down to a minimum. If you want to spy on
someone, because you’re a very sophisticated advertiser, you still
have access to some transparency. If you navigate to your
competitors page on LinkedIn, and click on the ads tab, you can see
their last six months of advertising. And it won’t cost them for a
click, which I think is really good, but you can spy a little bit,
you can tell at least what their ads say, and what offers they go
to. And finally, LinkedIn is constantly improving, now. Certainly
it has a ways to go still before it’s really playing in Google and
Facebook’s arena. But we do see LinkedIn putting a lot more effort
into improving the platform. And of course, I am so grateful for
those strides.
25:01
So now we get into LinkedIn cons, it really is not great for the
bottom of the funnel like search, especially like Google is. Every
advertiser we talked to wants to jump right to the demo and the
purchase. They want to pay a certain amount of dollars to get a
demo, hardcore lead, someone who wants to buy something. But
because LinkedIn is very top to middle of funnel, the audience is
not ready for an offer like that. They’re not ready, like search
would be. So if you can’t go right for the kill, you need to start
a little bit higher up in the funnel, and think about them more in
the middle of the sales process. You also have to keep in mind that
on LinkedIn, people are busy and you’re actively trying to distract
someone from doing what they wanted to do otherwise. So you have to
make it valuable for them to actually lure them in with your
content or your thought leadership or something that actually
solves a pain point or a problem for them. And this will Create a
non-sales ready lead for the most part, but it’s getting you in
touch with exactly the right kind of people that will want to be
your best customers. Certainly the largest con that we hear from
people all the time about LinkedIn is the cost. You can expect to
pay between $8 to $11, a click, and some much more even than that.
And that immediately prices much of the B2B market out of the
market. So we’re constantly telling people, if your lifetime value
isn’t over, you know, $10,000, $15,000, then LinkedIn is probably
too expensive for you to have a return on your investment, even if
the targeting is just perfect for what you do. The high cost really
comes from a supply and demand problem where both supply and demand
are really challenged. On the supply side, LinkedIn traffic is
really low compared to Google or Facebook. It’s kind of the
platform that you would come back to, you know, three or four times
a month to comment on something, to connect with someone, to see
who is viewing your profile. And so it’s going to have limited ad
inventory, keeping the supply of ads relatively low. And then
advertiser demand is pretty high, because advertiser demand on
LinkedIn pools around a narrow set of professional facets. And so
with Google, you’re looking at combinations of words. And there are
millions, billions, trillions of combinations of words. Now we’re
looking at certain individual sets that people tend to congregate
around. Like for instance, there are only so many senorities out
there. So something like managers, directors, VPS C level, there’s
only so many buckets. And so it creates fewer combinations of
things, meaning that the demand is going to be higher around these
relatively few combinations of things. And advertisers who find
really high value in certain audiences and they’re going to bid it
up. So LinkedIn is at a little bit of a disadvantage. On the cost
side, competition can rise faster on social, especially with so few
options than it would on search. LinkedIn has these long sales
cycles, usually, most likely for a few reasons. But I would say
mostly it’s because the traffic is mid funnel. And we often times
have these larger purchases we’re making we’re asking people to
make, so a larger purchase is going to take more consideration more
time, and it’s mid funnel, so they haven’t made the decision yet.
They’re still working on that. So these long sales cycles. Most of
the time, these sales require committees and specific budget
allocation, further lengthening the sales cycle, and increasing
involvement from people who are outside of just the one person you
were targeting, who was feeling the pain that you can solve.
28:54
And finally, LinkedIn significantly lags behind the other platforms
on just the table. stakes. For instance, we don’t have the ability
to target by device yet. The retargeting platform, although is
going to get a lot better in October of 2020. It’s still really
weak right now. We don’t have anything like an ad set or an ad
group level. And I could go on and on about improvements that are
needed for the platform, in order for it to compete with the other
world class platforms. So it has a long way to go still to catch up
to Facebook and Google. But certainly, like I mentioned before,
they’re in the process of improving. I think LinkedIn really
catches the vision for what their, their platform can become. And
I’m cheering them on. Your style as you’re an advertiser, Google’s
style is going to be very search, meaning it’s going to be very
high intent, getting people who are all ready to close. The types
of other platforms that you might look into. If this is a great
style of traffic for you would be things like G2 crowd and
Capterra, who are already looking to make a decision about software
and now they’re just trying to compare. Also Bing Ads does really
well, Yahoo search will be in the same arena. And also kind of Cora
advertising. I really am intrigued by Cora. I like that it’s very
search focused because it’s around keywords of questions. But it’s
probably more middle of funnel more learning kind of like a social
channel would be. The search style is going to close deals quickly
and really give your sales team sales ready leads. LinkedIn, on the
other hand is going to be a very targeted display type of platform.
So very highly targeted with low intent. It’s going to play a more
in the middle to top of funnel and produce longer sales cycles. So
I hope that that gives you a really good view as you’re trying to
figure out pros and cons. How do I weight each of the different
platforms in my marketing mix? So let’s talk about opportunities in
each of these channels. First of all in Google, I think you have
the awesome opportunity to capture the whole bottom of the funnel.
You can send your amazing LinkedIn traffic who is highly highly
qualified, send them to your website and then retarget them on
Google to stay in front of them on the whole Google Display Network
really inexpensively with really good technology. I think this is
by far one of the things I would recommend. If you are running
nothing else on Google except for just retargeting, do it in
combination with your LinkedIn traffic, you will supercharge your
LinkedIn traffic. Also do what we talked about earlier about
targeting and protecting your brand terms. Don’t let a competitor
come in and start stealing your bottom of funnel traffic away.
Because these are people who are already looking for you and you
don’t want to lose that. I know there is some disagreement out
there in the digital marketing world about, you know, paying for
your own brand terms when they would have come to you anyway. But
ultimately, I think it’s worthwhile. You probably want to do it
just for the pure brand protection. It’s like brand insurance. I
talked about how amazing I think YouTube ads are. They’re amazing
for video. It’s cheap, and it’s great technology to run video ads.
And of course, we have those custom intent audiences that are like
it feels like cheating to retarget the traffic that was probably
going to your competitors. Amazing. Then on LinkedIn, I think there
are some significant opportunities as well. I use LinkedIn to
capture the most valuable top of funnel or middle of funnel
approach and reaching the people who are in the right mindset who
are the most qualified to do business with me. I love the idea if
you’re not using lead gen forms to send traffic to pages that your
Google remarketing and your Facebook retargeting can take over and
try to stay top of mind with those people. As you know from
previous episodes, LinkedIn is amazing at ABM, or account based
marketing. Every company I talked to has at least a list of 20 to
50 brands that they would kill to work with. So it’s worth putting
together a campaign targeting just those brands, even if it doesn’t
spend very much just to make sure you’re staying in front of the
most valuable people that you would kill to be in front of, you’d
kill to have their logo on your website. All right, I’ve got some
episode resources coming up for you. So stick around.
33:30
Thank you for listening to the LinkedIn Ads show. Hungry for more?
AJ Wilcox, take it away.
33:39
First resource for you here is a video that we created that really
just breaks down the basics of Google Ads versus LinkedIn Ads. So
check that one out. It’s like six, seven minutes long, not big. You
can easily send this if you’re trying to make the case someone
internally. Send it to them to help make up their mind. Also, I
created the course on LinkedIn Learning around LinkedIn Ads. So if
you’re looking to just get started on LinkedIn, check that course
out super high quality. And of course, it’s endorsed by LinkedIn.
So can’t be half bad, right? The standard ask here, please make
sure whatever podcast player you’re listening to this on, make sure
you hit the subscribe button. Make sure that all of these episodes
as I go deeper and deeper down the LinkedIn ads rabbit hole are
coming right into your ear holes. And as a favor, please do rate
and review this podcast. There are relatively few listeners right
now. I’m actually refusing to look at the analytics because I’m a
little bit scared. I put a lot into this podcast and any sort of
rating and review you can give that would help those metrics out
will really make me feel a lot better as soon as I actually let
myself look at them. If you have any questions or suggestions about
what we should do on the show in the future, give us an email to
Podcast@B2linked.com. We’d love to hear from you. And of course,
we’ll see you back here next week, cheering you on in your LinkedIn
Ads initiatives.