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There’s nothing worse than making bulk changes natively in Google Ads.
If you’re ready to save hours bulk uploading campaigns, ads, and keywords.
Mastering the Google Ads Editor is essential.
Let’s cover everything you need to know 👇
TABLE OF CONTENTS:
It’s a free tool that you can install to update your campaigns offline including altering campaign settings, adjusting keyword bids, and creating new campaigns, ads, and ad groups.
Any serious Google advertiser uses the editor to save hours performing tedious tasks.
Make sure you download the latest version of the editor to follow along in this article.
After installation add your Google Ads account within the Account Manager and download all campaigns so you have the most recent version of your account.
The Google Ads Editor follows the same account structure:
Account > Campaign > Ad Group > Keyword > Ads
Highly recommend using the Hide Empty Types filter to reduce irrelevant options visible.
The easiest way to bulk upload campaigns into the editor is using a google sheet template.
This template should have the following fields fields available (at minimum):
Get a copy the example template below here <<
Once you have your template copy you’re ready to get started.
Fill in your import template with all the relevant campaign names, ad group, keywords, and ads.
Do not modify the column headers as these are meant to match the editors default fields.
Feel free to fill in whichever fields you find most relevant.
Once you’ve completed setting up your campaign import template with all your relevant details it’s time to import your campaigns into the editor.
Navigate to Account > Import > Paste Text to begin the import process:
Once complete copy all of the column headers and rows you filled in in your import template and paste them into the import from text window:
Don’t worry about the blank “Not importing” columns this is due to the formatting of the import template I provided, instead review the fields that are filled in the column headers.
Make sure everything is looking accurate according to what you want to import.
Once complete click Process to import the campaigns, keywords, and ads.
After reviewing your changes make sure to select Keep in order to retain them.
Now you should have all of your campaigns, ad groups, keywords, and ads that you filled into your import template visible within the Google Ads Editor.
The final step is to configure your campaign and publish your changes.
Highlight each of your new campaigns at the sametime to apply the same campaign settings across of all them at once 🚀
Review all available campaign settings and uncheck the Display Network for search.
If you don’t want your campaigns to spend when published, change the status to Paused.
Once your campaigns are ready to be published into your live Google Ads account.
Select Post > Post Changes > Selected Campaigns
That’s it! 🎉you’ve just saved hours and created campaigns in bulk.
Hope you found this article helpful, see you in the next one!
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
Do you need to scale your paid search campaigns and find new ways to increase demand capture?
As the head of Marketing at Catalyst, I build and mentor teams to maximize ROI in paid ad channels including Google.
Here’s my top 10 tips & tactics to scale your Google ads efforts.
(In no particular order, they all matter)
TABLE OF CONTENTS:
DKI is a powerful method to improve the relevancy of your ads based on user search terms.
When managing ad groups with multiple keywords on a similar theme, this technique ensures that you are displaying ads that closely align with users' query terms.
DKI automatically updates the ad’s headline to include the exact keywords that triggered the ad.
This way, the ad's first impression is highly relevant to the user's search, which improves overall engagement.
Even a slight increase in click through rate (CTR) can impact the performance of a campaign by driving more traffic to the landing page.
Prioritize the First Headline: Always aim to have the first headline of your ad matches as closely as possible to the user’s search query.
Group Keywords by Theme: Make DKI more effective by grouping your keywords by themes.
There are generally 6 buckets of themes for search ads:
With this organization, DKI can create more coherent ads that display the most relevant headline for each bucket.
A critical aspect often overlooked in Google ads is the optimization of device and location modifiers.
For most B2B SaaS campaigns, the quality of traffic can vary significantly across different devices.
Typically, desktop traffic yields the highest quality in terms of conversion rates and user intent.
Users on desktops are generally more engaged and possibly in a professional setting, compared to mobile users who might be multitasking or browsing casually.
Tablets often perform the worst in terms of conversion rates and traffic quality, which is why many advertisers choose to exclude them entirely from campaigns.
If you target several states or countries, you should modify your bids based on the areas that perform best.
This could mean adjusting bids upward in high-performing regions to capture more traffic or decreasing bids in lower-performing areas to conserve budget.
In extreme cases, you can exclude low-performing regions altogether.
Start with a conservative approach focused on proven strategies. As results come in and budget allows, gradually introduce new variables and expand your focus to optimize the overall campaign performance. Maintain detailed records of campaign performance across different devices and platforms. This data will be invaluable for making informed decisions about where to allocate resources most effectively.
Smart bidding strategies can help improve campaigns’ performance by focusing on conversions rather than clicks.
The Maximum Conversion strategy is particularly effective, as it lets Google optimize your bids to meet a specific CPA target, ideal for campaigns with regular conversions.
Google recommends having at least 30 conversions per month to effectively utilize Target CPA.
However, for campaigns with lower conversion rates, setting a minimum threshold of 10-15 conversions can still be sufficient.
Ensure that your conversions are properly set up and that Google receives clear signals about which conversions to prioritize by setting specific values for each conversion action.
This is crucial for smart bidding algorithms to function properly, as mixed signals can dilute the focus of your campaign optimization.
For businesses, especially in B2B sectors where conversion volumes are low, it's important to track higher funnel events. These can include engaged visits, interaction with forms, and even form abandonment. Each of these steps can be set through Google Tag Manager (GTM), providing richer data for optimization. Apply a structured conversion funnel that captures various stages of user engagement. From initial website interaction to form submissions or CRM entries, each stage should be defined and tracked as separate conversion events. You can then design custom goals and bundle your conversion actions together to add them to your campaigns.
Performance marketers thrive on optimizing for meaningful conversions. It will take emotions out of the decision-making process.
Integrating CRM lifecycle stages into Google Ads can profoundly impact your ad optimization and overall marketing strategy.
By linking stages such as MQL (Marketing Qualified Lead), SQL (Sales Qualified Lead), opportunities, and customer status directly from a CRM platform like HubSpot, you enable a more nuanced and powerful approach to ad targeting and bid adjustments.
Depending on your CRM system, various tools and plugins can facilitate this integration. Ensure that the tool you choose can sync data reliably and in real-time to maintain accuracy in your campaigns.
Define which CRM milestones are important for your campaigns and set Google Ads to track these as conversions
Use the data from your CRM to set up automation rules in Google Ads. For example, you could decrease bids or pause campaigns if the cost per SQL exceeds a certain threshold, ensuring you maintain profitability.
Regularly review the data flow and synchronization between Google Ads and your CRM to ensure accuracy. Adjust your strategies based on new insights and continually refine your approach to improve outcomes.
Broad match can drive a high volume of traffic due to its extensive reach. This can result in a large number of conversions, which initially might seem cost-effective.
However, the quality of these conversions often needs to be revised when scrutinized more deeply in the sales funnel.
Despite lower upfront costs, the conversions from broad match often fail to convert into valuable leads or sales.
They may also attract clicks from irrelevant queries, leading to wasted ad spend and diluted performance metrics.
Phrase match offers a balance by allowing your ad to show only when a searcher's query includes the exact phrase or close variations of the phrase, in the same order. This strikes a better balance between reach and relevance, providing more control than Broad match type.
Exact match targets queries that are much closer to the keywords.
While this reduces reach, it increases the relevance and quality of traffic, making it ideal for targeting high-intent users and optimizing conversion rates.
Regardless of the match type used, a comprehensive negative keyword list is crucial.
Finally, test different match types to see what works best for your specific campaigns. This could mean comparing the performance of Phrase match versus Exact match or testing different variations of your keywords.
Google Ads Editor is an indispensable tool for marketers aiming to streamline their campaign management processes.
This desktop application allows users to manage their Google Ads campaigns offline, offering robust functionalities for bulk editing and optimization.
Google Ads Editor is particularly advantageous for managing large accounts with numerous campaigns and extensive lists of keywords.
Develop a standardized template with predefined columns and settings that align with your campaign's requirements.
This setup ensures that you can quickly import data from spreadsheets directly into Google Ads Editor without compatibility issues.
Always synchronize Google Ads Editor with your online account to ensure all changes are up-to-date and to avoid discrepancies between offline edits and online status.
Before uploading changes to the live environment, use the review function to ensure accuracy and prevent potential errors from impacting your campaigns.
While Google Ads Editor is incredibly powerful, it does have a learning curve.
Invest time in learning its features and shortcuts.
Automation is a key component in optimizing campaigns. Google Ads scripts and rules offer powerful tools to automate routine tasks and strategic operations.
Scripts allow for advanced, customized automation that can modify bids, pause ads, or adjust budgets based on specific conditions.
Rules can be set to trigger based on performance metrics such as CTR, conversion rates, or cost per acquisition.
For example, automatically increasing the budget for high-performing campaigns or reducing bids for underperforming keywords helps maintain efficient spending.
Utilize scripts to automatically apply a tracking template across all campaigns, incorporating dynamic elements like campaign and ad group names.
This will detach personal bias from campaign management. Scripts and rules operate based on data, not preference, enabling objective decisions that focus solely on performance metrics.
You must regularly review the outcomes of automated actions. Automation is powerful, but it requires oversight to ensure it aligns with changing campaign goals and market conditions.
When managing Google Ads, especially for substantial budgets, it's crucial to ensure that every dollar spent is driving quality traffic and conversions.
A common oversight is not excluding search partners and the display network from search campaigns.
While these features can increase visibility, they often compromise the quality of traffic and the overall effectiveness of your campaigns.
Including Search Partners and Display Networks can inflate your impressions without a corresponding increase in clicks.
This dilution of CTR can harm your campaign's overall performance metrics, misleading you about its effectiveness.
Google's quality score is a critical metric in determining your ad rank and the cost per click (CPC) you pay.
A lower CTR resulting from irrelevant impressions on search partners and display networks can decrease your quality score, leading to higher costs and reduced ad placement.
Conduct regular audits of your Google Ads accounts to identify any inefficiencies or overlooked settings that could be draining your budget or diminishing your campaign’s effectiveness. While Google may provide recommendations, always assess them critically in the context of your specific campaign goals and historical data. Consider experimenting with settings on a smaller scale before applying them broadly, especially when dealing with large budgets. This cautious approach allows you to gather data and make informed decisions based on actual performance metrics.
One of the most effective strategies for enhancing landing page effectiveness is to implement behavioral analytics tools, such as Hotjar or Microsoft Clarity.
These tools provide deep insights into how users interact with your page, allowing for data-driven improvements.
Most of these tools offer features like heatmaps, scroll tracking, and session recordings that reveal how users interact with your landing page.
You can identify which parts of the page attract the most attention and where users lose interest.
You can make informed decisions about layout adjustments, content placement, and calls to action.
For instance, if users frequently abandon a form, you might simplify it or adjust its placement on the page to increase completion rates.
Use the insights gathered to A/B test different versions of your landing page.
Before implementing any changes based on behavioral data, be clear about what you’re trying to improve. Having specific goals will guide your optimization efforts, whether it's increasing time spent on the page, reducing bounce rate, or boosting form submissions. Combine quantitative data from analytics tools with qualitative feedback from user surveys or feedback forms. Keep a detailed record of all changes made and the results they yield. This documentation will help you understand what works, what doesn’t, and how future landing pages can be designed for maximum impact.
To extend the reach of your successful Google Ads campaigns without significantly increasing your budget, consider importing your best campaigns into Bing Ads.
Bing, while smaller than Google, still captures a unique audience segment that may not overlap completely with Google users. This can increase your campaign's overall reach and exposure.
Generally, competition on Bing is lower than Google Ads, leading to lower cost-per-click (CPC) rates.
Hope you found these 10 tips helpful!
For more tips or to connect, please reach out via LinkedIn.
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
Don’t want to make a mistake investing in an ad platform that won’t work?
Regardless of what you hear online, no one can promise you that ( including me).
But thankfully success leaves clues and we surveyed 60 B2B marketers to find the answer.
So regardless if you’re a new advertiser, startup founder, or agency owner reading this.
We’ve got you covered, let’s dive in 👇
TABLE OF CONTENTS:
There is no shortage of opportunities where you can advertise online.
Most channels can be grouped into these five primary categories:
| Channel Category | Channel | Description |
|---|---|---|
| Paid Social | YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit | Advertising on social networks. |
| Paid Search | Google, Microsoft | Advertising on search engines. |
| Paid Review | Capterra, SoftwareAdvice, SelectHub | Advertising on review listing sites. |
| Programmatic | Display, Digital Audio, ConnectedTV, Native | Advertising on the open internet. |
| Sponsorships | Influencers, Newsletters, Events, Podcasts | Advertising directly with individuals or organizations. |
This isn’t an exhaustive list of every available ad platform but it gives you a sense of what’s possible.
Now that you’re aware of the various ad platforms available, how do you decide which to choose?
When considering investing in a new ad platform here’s four key criteria to consider:
| Channel Criteria | Description |
|---|---|
| Targeting options | Can you reach your ICP based on the available targeting options? |
| Media cost | How much does it cost per click and per 1,000 impressions? |
| Reach | How large is your audience size with your available targeting options? |
| Policy | Does this platform allow your industry to serve ads without restriction? |
With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.
After reviewing the responses from 60 B2B marketers here’s what we found:
After reviewing the responses from 60 B2B marketers here’s what we found:
After reviewing the responses from 60 B2B marketers here’s what we found:
After reviewing the responses from 60 B2B marketers here’s what we found:
All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring.
Ultimately don’t forget the four key criteria when making your decision of where to advertise.
When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.
From here you’ll have a better idea of if this channel will make sense.
Hope you found this article helpful!
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
Google Ads responsive search ads (RSA) don’t leave a ton of room available.
With 30 character headlines, and 90 character descriptions.
It’s tough to write persuasive and effective copy.
In this article you’ll learn a simple 3-step framework to write responsive search ads.
Let’s dive into it 👇
TABLE OF CONTENTS:
Here's a simple 3-part framework for writing Google Ads copy:
Keyword: b2b google ads course
Here's what it looks like in practice (image below):
When writing, always assume the H3 isn't visible, and if only the H1 was displayed would they get it?
(Google is always testing different display variations)
From here you would write different variations per position.
With ensuring legibility between headline combinations.
Simple but effective ✌️let’s dive into each headline further.
You’ve got a fraction of a second for a prospect searching on Google to understand if your ad is relevant to their search term.
Don’t mess this up by being vague, asking rhetorical questions, or wasting valuable characters.
When it comes to Google Ads the headline 1 position would be eighty cents out of your dollar.
Maximize your headline 1 by adding the primary keyword in your copy to match intent.
This is such a simple thing to do, and equally not to.
Now that you’ve caught the searchers attention by matching intent it’s time to stand out.
Here’s a real example of what NOT to do from ads that appeared searching SOC2 compliance:
The sequence of which you write your headlines matter.
This is why I recommend following the 3-part framework as shown.
Use the headline 2 position to write a core benefit or outcome for differentiation.
Finally in the third headline it’s time to provide a clear call to action.
This can be as simple as:
When writing your H3 just assume it won’t be visible most of the time as Google is always experimenting with how they display headlines.
Now that you understand how to approach writing RSA copy.
Let’s discuss how responsive search ads actually function.
The idea behind responsive ads is Google will take your 15 headlines and 4 descriptions and automatically combine them to find the optimal variations based on machine learning.
The promise is you can leverage Google’s AI to do the heavy lifting as it will take into account a multitude of factors including keywords, search terms, devices, audience demographics and more.
Google also tries to guide advertisers on how well their doing when writing responsive search ads with their Ad Strength metric 💩(which we’ll cover in detail shortly).
With each headline and description you have the opportunity to pin positions.
This is where you’re forcing Google to only serve those variations within that specific placement.
The answer here is an unequivocal YES, because if your ads aren’t legible they won’t be clicked.
In a perfect world Google will automatically combine your headline and descriptions perfectly based on performance AND legibility but in reality it doesn’t happen.
Instead you end up with a bunch of variations like this:
I personally would LOVE ♥ ️ if Google’s AI can mix and match ads perfectly for performance and legibility but unfortunately the tech still isn’t there.
So in order to prevent this from happening I recommend strategic pinning.
In order to get the benefits of both Google’s AI to mix and match top performing headline/description combinations AND legibility you’ll need to pin strategically.
Here’s what it looks like in practice:
This will give you the benefit of testing multiple variations per position but safely as you can control which possible combinations are matched for legibility.
Ad strength is a score created by Google to help advertisers optimize their ad performance ranging from Incomplete → Poor → Average → Good → Excellent.
What determines if your ad appears is your Ad Rank.
Pin strategically with 2-3 variations of headlines and you’ll be ok, it’s also what Google suggests if you decide to pin.
Now that you know how to write effective responsive search ads let’s wrap with some advanced tips you can implement to make your ads perform even better.
Dynamic Keyword Insertion allows you to change your ad copy in real time based on the keywords that are triggering your ads in order to create more relevant experiences.
Currently there are 3 types of DKI available:
Test variations of your RSAs using relevant DKI parameters vs not to see if it impacts performance.
Now that Google allows you to highlight your business name and logo in your RSA, don't waste the characters anymore referencing your brand in your ad copy.
Save those valuable characters as you’re already getting brand awareness and instead maximize each character according to the 3-Part Google Ads RSA writing framework.
Ad extensions should always be used as a best practice but when it comes to writing effective Google Ads copy don’t forget to utilize your extensions to provide more information.
Hope you found this article helpful, best of luck on your next set of ads!
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
Thinking about investing in Google Ads for your SaaS but not sure how much it will cost?
In this article I’ll break down how to create a winning budget strategy step by step.
You’ll walk away knowing how much you’ll need to invest on a daily, monthly, and quarterly basis.
And most importantly if Google Ads makes sense for your business.
Let’s dive into it 👇
TABLE OF CONTENTS:
This is the first question that usually comes to mind when considering Google Ads.
Which will then be met with a variation of questions such as:
And so on, and so on…
When the reality is it’s all circumstantial based on the keywords you’re looking to target.
Equally important to how much is required is how many people are searching?
You could have a keyword that costs $0.01 per click but if only 5 people search is it really worth it?
So in order to answer this question you have to perform keyword research with the Keyword Planner.
Navigate to Tools > Planning > Keyword Planner within your Google Ads account to access it.
It doesn’t cost anything to open a free Google Ads account so anyone can access this tool.
Within the Google Ads Keyword Planner enter your dream keyword you want to research.
For example, I’ll use “google ads courses” as an example:
After researching I can see the following keyword costs and monthly volume estimates:
I recommend always using the top of page bid (high range) as your estimate.
I’ve never seen these estimates be 100% accurate and you’ll never know your real CPC until launch.
To account for this margin of error I recommend adding +20% on top of your top of page estimate.
This means in our google ads courses example:
Based on these two data points we can assume it’s possible to spend up to $21,920 per month on this keyword ($13.7 * 1,600).
Outside of the return on investment, don’t forget about return on effort.
If your dream keywords have very limited search volume (ex: < 100/month) it might not be worthwhile.
Once you know your estimated cost per click you’re ready to put together a forecast.
We’ve created a free Google Ads Budget Calculator tool that you can use to easily plan your daily, monthly, and quarterly budget.
You’re going to need the following information for the forecast:
With all this information at hand you’ll plug these different values into the calculator.
Based on your landing page conversion rates you can model a worst, moderate, and best case.
From here you can see how much it will cost to acquire a customer and the budget required to hit your sales volume target.
I highly recommend paying attention to the number of clicks required per lead, this will help frame expectations on how much traffic you’ll need and if your search volume is sufficient.
As you’ll see, your landing page effectiveness is essential at reducing costs 💥
With this forecast at hand you’ll know exactly how much to invest.
You should be clear on how much you’ll need to invest in your Google Ads campaigns.
Now the next step is to figure out how you’re going to allocate your budget.
In my experience managing Google Ads campaigns for B2B SaaS companies, there are five proven campaign themes to invest in; NonBrand, Brand, Competitive, RLSA, and Content.
Here’s my recommendation on budget allocation by each if you want to maximize volume.
Use all of these as starting points and modify the amounts based on your data/nuances.
NonBrand campaigns are where you’re bidding on high-intent keywords that don’t include your brand, for example google ads courses would be non brand for us at AdConversion.
Think about your keywords you’d like to cover that problem aware prospects would search for.
NonBrand keywords typically contain high-intent modifiers such as:
If you have enough search volume on non brand keywords there’s no easier way to drive conversions than showing up for people looking for solutions to their problems.
Brand campaigns are commonly referred to as “defense” campaigns where you’re bidding on your own brand name to outrank competitors bidding on yours.
You can make the case that people searching your branded terms would convert anyways and it’s not worth the investment.
This is why I recommend no more than 20% of the total budget on this campaign initially.
I’ve seen exceptions here with some of our clients where they saw net new revenue decline significantly from pausing their branded campaigns.
Let your data guide your allocation.
Competitive campaigns are the opposite of brand where you’re bidding on competitors' names to appear for their existing customers and prospects.
These campaigns can be really hit or miss depending on your execution.
Make sure you’re doing it in a classy way and have dedicated comparison pages.
This theme can be really powerful at driving qualified traffic as these searchers are solution aware.
RLSA stands for remarketing list for search ads.
This just means search remarketing, anyone that searches your keywords AND is part of an audience.
For example, anyone that has been to your site in the past 90 days and is searching your keywords.
RLSA campaigns can be really powerful when you have enough site traffic and are dealing in competitive niches.
Depending on your available remarketing audience sizes you can decide if this makes sense initially.
Given the limitation of size we typically only allocate 10% here to begin.
Content campaigns are great for supporting SEO efforts.
If you have certain keywords you’re struggling to rank for, content campaigns are worth investigating.
This is where you’re going to bid on longtail content related keywords that typically have much lower cost per click prices and drive that traffic to a blog or relevant content piece.
Depending on your content strategy I’d give this some consideration.
Hope you found this article helpful! and now know how to create a winning Google Ads budget strategy.
Yes, and no. Small is relative to your average cost per click prices.
I’d recommend being able to afford at least 100 clicks per month.
Absolutely, intent is what makes Google Ads so powerful.
The biggest challenge for B2B SaaS is scale.
A Google Ads budget is one where you can support your business objectives.
Using the following information you can create a forecast to understand what is good:
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
Everyone knows that B2B buying has changed.
People trust people more than they trust companies, making thought leadership ads more important than ever before.
If you’re looking to use thought leader ads in your LinkedIn ad strategy but aren’t sure how to get started, this article is for you.
Here are 14 thought leader ad plays and examples you can test.
Let’s jump into it! 👇
TABLE OF CONTENTS:
🔑 to success: Trust your audience. Target the experts and speak to them like they’re experts. Show them all the cool things they’ll be able to achieve with your product.
🔑 to success: After prospects read your content, they should be able to clearly articulate the problem your product solves + the solution it provides. If they can’t, you need to simplify your messaging.
🔑 to success: Show how your team is using YOUR tool to reach YOUR goals – your company can serve as its own case study.
🔑 to success: Clearly articulate how you’ve been helping an existing customer achieve their goals.
🔑 to success: Use an ABM list of attendees or ABM list of companies + key job functions to make sure you’re getting in front of the right people.
🔑 to success: Have an attendee post a recap after an event so that your brand is staying top of mind in the following weeks. The idea isn’t to push your product, but to keep raising awareness within key accounts.
🔑 to success: Have your event speakers announce their participation on their personal pages and boost the posts to increase overall reach. This is a win for the speakers and for your company – speakers will feel supported and your event will get more registrations.
🔑 to success: Clearly highlight the value of the webinar for your audience – what will they learn by attending? Make sure to tag the speakers to generate more interest.
🔑 to success: Keep it simple & highlight what people will get out of subscribing.
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🔑 to success: Highlight customers when they win an award or achieve something big. This strategy provides social proof to help with prospecting efforts, but it’s also a great retention play, as it makes existing clients feel supported.
🔑 to success: Have a senior leader – from your own company or one of your customers – educate prospects on how they can use your product to achieve their business goals.
🔑 to success: Don’t tell everyone how great your product is – instead, show them the insights they could have access to if they used it. Also, make the content industry-specific. For example, content about conversion impact or email subject lines in B2B SaaS will be much more powerful than content about conversions or email in general.
🔑 to success: Don’t provide generic advice that people have heard many times. Instead, give advice that your ICP may find surprising, and always back it up with data from your platform. This strategy is powerful because potential buyers will be grateful for the thought leader’s recommendations AND they’ll also relate the thought leader’s content to your organization (and hopefully be interested in learning more).
🔑 to success: Promote content from respected customers within your target industry highlighting the use cases and overall impact of your product.
If you’re excited about thought leadership ads and want to start running them right away, here’s what I would recommend:
1. Find a few people at your organization that would be great thought leaders. They don’t need to be influencers with 50K followers – they simply need to have a deep understanding of your product and your ICP (bonus if they also enjoy writing).
2. Once you’ve selected your thought leaders, choose the top 3 strategies from this playbook that you’d like to begin with. I don’t recommend starting with all 14 strategies at once, since that could get pretty overwhelming.
3. Have your thought leaders post a few times per month and boost their content to your ICP.
That’s all you need to get started.
P.S.
If you’re starting out with thought leadership ads, I recommend using the engagement objective to build your retargeting audiences in a cost-effective way.
And if you want a complete masterclass on LinkedIn ads objectives, ad types, and bidding strategies, I highly recommend checking out this article by Ali Yildirim.
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