August 3, 2020
4 Opportunities for Dynamic Search Ads in B2B Marketing
In Q2, LinkedIn announced update after update to targeting capabilities, additions to the platform that were long anticipated by marketers. By continuing to add new ways to reach B2B ICP, influencers, and decision-makers, LinkedIn further sets itself apart from other social media ad platforms in B2B advertising. Here’s a roundup of the newer additions.
LinkedIn has finally added a long-awaited Matched Audience retargeting option – impression-based retargeting audiences. Facebook advertisers will recognize it – it’s been a great targeting option on that platform for a while.
Current targeting includes:
If you’ve invested in video-based advertising on LinkedIn and didn’t see as much directly attributable success with it, being able to now follow up with another ad might drive more outcomes on the original video ad investment. For Lead Gen Form ads, where lead quality can at times be lower than click-to-site campaigns, pulling in more lead volume or providing the site experience as a follow-up could improve efficacy. Retargeting based on ad interaction also has great use cases for LinkedIn ABM campaigns, where you might not see as many direct conversions on initial ad impressions.
While the options at launch are limited, this is a great value-add to nurture familiar users that have not yet journeyed to your site and a sign of things to come.
1. Company Growth Rate
In reading the targeting description, you’ll find Company Growth Rate would actually be more accurately called “Employee Growth Rate.” LinkedIn has recommended employee size as an indicator of revenue in the past, and this targeting follows that proxy, basing Company Growth Rate on year-over-year change in total employee count as reported in LinkedIn.
While this is a common substitute and still very useful for a variety of applications, employee count isn’t an ideal way to approximate revenue targeting, long B2B advertisers’ dream audience. Still, with Company Size targeting being static and self-reported by page admins and those admins needing to remember to update it if it changes, Company Growth Rate offers a growth trajectory, which is one signal they’re in a better position to buy. If your solution is typical of companies with a certain size and growth profile, you can layer the two for a really exciting way to narrow your audience.
You can also experiment with excluding negative growth companies to determine impact on front-end and back-end lead performance.
Current targeting includes:
2. Company Category
This targeting allows advertisers to reach users from publication and industry lists, currently only including categorized lists from LinkedIn, Forbes, Fortune, and the London Stock Exchange.
While the Company Category targeting options from LinkedIn are more robust, these third-party market segments provide a new way of targeting businesses, helping advertisers reach top market segments, up-and-coming companies, and brands that might make good masthead logos for your website in the not-too-distant future.
Examples of Company Categories include:
These targeting updates are very welcome additions to B2B advertisers’ toolkits. We are working on testing these targeting updates across a variety of clients and will be reporting back with our findings – to see that before anyone else, you can sign up for our Monday performance marketing email using the form on the right.
But, if you’re looking for a little bit more and want some help filling a gap in your pipeline this year, maybe just reach out to our team for a full, cross-channel strategy.