Impactable's Linkedin ads strategy

Опубликовано: 19 Апрель 2022
на канале: Impactable - B2B LinkedIn Ads Agency

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We're going to talk li-ad scheduling. So if you've been following me at all or you're on li and you've seen some of my posts, my basic add structure for li that I recommend is run a very simple cold campaign or to that direct traffic to your website, not a lead gen form.

Usually you boil it down to one or two creatives, super simple driving your website and then it gets complex where you have a dozen or more pieces of content that you want, your interested prospects who showed interest to see over the course of 90 days in order to tell your story.

Your the goal is to tell them who you are, what you do, how you help others. The results that your clients have gotten, how it feels to work with you. And so you do that through retargeting ads and then that's where the majority, the vast, vast majority of conversions come from.

So in order to do that, it looks like this where we run cold adds one campaign. And actually very simple. We have one creative running. Actually, this one has two, I opened up, but this one has one creative running because that is the one that's getting the lowest cost per clicks, the highest engagement rate.

And we're getting our prospects to the website the most cost effective way. And then um, just picture that we have one creative, basically 1. 5 creatives running in the cold air. And the reason for that being is look at this ad frequency is something I'll probably make a step one about.

But the average prospect that we run the cold adds to, even though it has the majority of the spend only see 1 - two of our creatives. That's what frequency means. But in the retargeting layer, the average prospect and this is over four months sees 77 of our ads. So that's a heck of a lot more opportunity to tell a story.

So this, this cold layer is just get them to the website, get the hand raise. Yes, I'm curious. I'm interested than they are exposed to your website. They kind of get a better idea of who you are and what you offer and then you go to work telling your story through retargeting.

Now if I open up our retargeting this is so look at this, this is much more complex than probably you're you're thinking it would. Where we have broad retargeting over 180 days. We have text ads, we have trust and credibility with testimonials and client success stories and press releases.

We have a follower ad. We have, we funnel them to our other organic communities newsletter youtube, some other our podcast. We track who's seen our ads, visited the website and then interacted with retargeting ads and then we retarget we segment and target that group with a 30 day push to see to video case study, introduced them to myself and the team, another high intent video for that 30

Day group of people that interacted with retargeting. So it's a very complex layer and the cool thing about it is I don't have all of these campaigns running all day every day. We actually use a custom built tool that are our upper tier clients would have access to or we would use for them is ad scheduling where I can actually rotate schedule, time by day, part or day part are hour by hour or day by day.

So I have different one of these coming in and out, rotating in, some just run monday wednesday and friday, some run every day from certain times, some run monday through friday. So I'm able to expose our prospects to a lot more creatives for a lot less budget because they're not just getting blasted all the time with all of them.

They're actually scheduled and rotated. So it's actually really cool.