In this episode, Will welcomes AJ Wilcox, founder of B2Linked, who dives into the power of LinkedIn Thought Leader Ads and how they boost engagement and click-through rates. He shares actionable tips on audience micro-segmentation, A/B testing, and campaign organisation while highlighting the value of targeting warm audiences to accelerate pipeline velocity.
AJ also emphasizes investing in creativity for better performance, aligning with LinkedIn’s platform, and focusing on long-term metrics like pipeline velocity over simple click-through rates. Plus, he previews updates to his LinkedIn ads course and discusses tools for budget management and data analysis. Packed with strategies, this episode is a goldmine for optimizing LinkedIn ads!
Key Takeaways:
- Thought Leader Ads can drastically improve engagement and click-through rates.
- Strong creative leads to better results at lower costs.
- Aligning with LinkedIn’s platform increases performance and reduces costs.
- Micro-segment audiences and use A/B testing for optimal campaign results.
- Warm audience targeting accelerates pipeline velocity.
- Prioritize long-term metrics like pipeline velocity over click-through rates.
- Leverage third-party tools for budgeting, analysis, and reporting.
This episode is packed with actionable advice for anyone looking to master LinkedIn ads!
TIMESTAMPS:
00:00 Introduction to AJ Wilcox and B2Linked
04:25 Thought Leader Ads and Their Impact
10:21 Objectives for Thought Leader Ads
13:10 The Changing Landscape of B2B Advertising
20:56 Costs and Quality Score in LinkedIn Ads
27:28 Aligning Interests with the Ad Platform
30:25 The Pitfalls of Lead Gen Forms
36:47 Creative Rotation and Optimization
42:48 Campaign Structure and Organization
45:09 Micro-segmenting Audiences
46:34 Choosing the Winning Ad
50:30 Accelerating Pipeline Velocity
53:35 Thought Leader Ads for Non-Employees
55:03 Outreach to Engaged Accounts
59:53 Alternative to Lead Gen Forms
01:01:05 Update on Thought Leader Ads
01:05:28 Message Ads and Document Ads
01:13:42 Frequency Cap Update
01:19:03 Third-Party Software
01:24:10 New Course Updates
