Episode description

LinkedIn Ads have become a powerful tool for companies, but using them to their full potential requires a strategic approach. In this episode, I’m joined by LinkedIn Ads expert AJ Wilcox to discuss the advantages of LinkedIn Ads, how companies can use them to increase their warm and hot leads significantly, the many types of ads available, and what happens when you dabble in the platform.

1. Target the right audience based on budget.
2. Find out who the audience is and what they need.
3. Offer free and/or subscribable content.
4. Build the know, like, and trust factor.

AJ Wilcox is a LinkedIn Ads pro who founded B2Linked.com, THE LinkedIn Ads agency, in 2014. He's managed over $150M in spend on the platform, and they're official LinkedIn partners. AJ is the host of the LinkedIn Ads Show podcast and has managed 5 of the world’s top 10 LinkedIn Ads accounts. He's a ginger & triathlete. He lives in Utah with his beautiful wife and 5 adorable kids, and his company car is a wicked-fast go-kart.

LinkedIn Ads can be a powerful tool for companies, but it’s important to invest in them strategically. AJ says that simply dabbling in them might not yield immediate results, especially if you’re advertising at a low volume. You need to understand that the impact of your ads may take time to materialise.

To make the most of a low-volume approach, AJ recommends targeting warm audiences. By focusing on the people already familiar with your brand, you increase the chances of achieving positive outcomes.

Using LinkedIn Ads without professional knowledge can be challenging. With it, you may end up wasting a significant amount of money on ineffective ad campaigns. AJ provides some guidance on how to use this as a learning experience and advises marketing managers who are asked to start using them without training.

LinkedIn offers a huge variety of ad types, from direct messages and sidebar ads to news feed ads, including images, carousels, and videos. Video ads are gaining popularity because they are a much more direct way to build the know, like, and trust factor in getting your audience from a cold or warm lead to a hot one. Video is becoming the future of LinkedIn!

Do you use LinkedIn Ads? What do you like about them? Have you ever invested money in LinkedIn Ads and received little to no return on your investment? Let me know your experience in the comments on the episode page.

• What kind of companies should invest in LinkedIn advertising [7:30]
• What happens when you dabble in LinkedIn Ads [11:00]
• The reality of using ads without professional knowledge [16:00]
• How marketing managers can make their case to their managers [20:45]
• Why you can’t use your Meta strategy on LinkedIn [22:45]
• How to start working with an agency [24:30]
• The power of free and subscribable content [26:00]
• How many types of ads exist on LinkedIn [27:15]
• The power of LinkedIn video ads [29:30]

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