Paid Media

Awareness vs. Performance

Awareness: Build Your Upper Funnel

• Use videos for storytelling, enriched messaging, and boosting attractiveness.
• Focus on campaign objectives such as reach, engagement, and video views.
• Utilize platforms like Meta, LinkedIn, and YouTube.

Performance: Follow Up Through Your Mid and Bottom Funnel

• The ad context is crucial (e.g., being present on search engines) and having a strong CTA or lead generation form.
• Focus on campaign objectives such as traffic, conversion, and lead generation.
• Utilize channels like search ads, sponsored messages, and lead forms.

Determining your ad budget for B2B campaigns depends on several factors:

1. Objectives: What do you want to achieve?
2. Target Audience: Who do you want to reach?
3. Platforms: Where do you want to advertise?
4. Budget: How much are you willing to spend?

For typical paid media campaigns on platforms like Google, LinkedIn, and Meta, there are no fixed or list prices. Ad costs are usually charged per click or per impression. Therefore, it’s crucial to test your ads, targeting, and platforms to gain insights and make informed decisions. Experience can significantly help in this process.

After gathering some reference data, you can perform Reverse Engineering to determine your budget:

1. Average Order Value (AOV) or Customer Lifetime Value (CLTV): What is the value of a new customer?
2. Customer Acquisition Cost (CAC): How much can you pay to acquire a new customer?
3. Lead-to-Sale Conversion Rate: What percentage of leads convert to sales?
4. Cost Per Lead (CPL): How much can you pay for a lead?
5. Click-to-Lead Conversion Rate: What percentage of clicks convert to leads?
6. Cost Per Click (CPC): How much can you pay for a click?
7. Traffic Requirements: How many clicks do you need for significant traffic?

By answering these questions, you can establish a
well-informed budget for your B2B ad campaigns.

Measuring the ROI of B2B paid media campaigns involves tracking the entire journey of the leads generated. Here are the key steps:

1. Follow Up After Lead Generation:
   • Monitor if the leads convert into sales.
   • Track the conversion rate of leads to sales.
2. Calculate ROI:
   • The most straightforward way is to follow
     the leads’ journey and, if they convert into
     sales, take the generated revenue or
     Customer Lifetime Value (CLTV) and
     compare it to your paid media investment.
3. Use CRM Tools:
   • If you have a high volume of leads,
     consider using a CRM tool to manage and
     track them efficiently.

Yes, LinkedIn CPC tends to be very expensive, especially for conversion or lead generation campaigns. Here are some strategies to improve CPC:

1. Broaden Your Prospecting Audience:
   • Avoid overly restricting the algorithm.
   • Allow for a wider reach to improve performance.
2. Build a Funnel:
   • Create a funnel to retarget a more qualified audience.
   • Aim for better results, even with a higher CPC.
3. Utilize Traffic Campaigns:
   • Traffic campaigns on LinkedIn can be more cost-effective and similar to Google’s CPC.

A strategy we have successfully used with clients facing high CPC on LinkedIn:

1. Prospecting on LinkedIn:
   • Use Blog Post Content Ads to attract initial interest.
   • With Traffic campaigns.
   • And very specific targeting.
2. Retargeting on Other Platforms:
   • Use platforms with lower costs, like Metam Google or YouTube
   • Only retargeting users that visited the ads landing pages.
   • And you can use Lead Forms or Message Ads
3. Presence on Google Search:
   • Make sure the brand shows an ad when users search for it on Google.

Google: For Video, Display, or Demand Gen campaigns, you can set up desktop-only campaigns.

Meta: It’s possible to segment just for desktop, but it will only show ads on Facebook.

LinkedIn: Use the “Member Traits” targeting option to select “Device Preferences” and focus on desktop users.

Yes, especially if your competitors are bidding on your brand’s name. Running a branded campaign helps ensure that your ads appear at the top of search results when users search for your brand, protecting your brand visibility and driving relevant traffic.

It will depend on a lot of factors, but most likely we’d recommend Google Ads.

It is probably the platform to target the lower hanging fruits, as with search ads we can target people already searching for our products or services.

Additionally, Google Ads provides excellent planning tools that offer insights into keyword volumes and costs, helping you plan your campaigns before launching them.

Branded Search: Focus on branded search campaigns to capture interest from users already aware of your brand.

Specific Locations: Target very specific geographic locations relevant to your business.

B2B Segmentations: Utilize B2B-specific audience segmentations to reach your ideal prospects, such as Interests around different Business Services or Business Products.

Ad Scheduling: Schedule ads to run during business days and hours to align with B2B working hours.

Retargeting: Implement retargeting campaigns or higher bidding, to re-engage visitors who have shown interest in your offerings.

Lead Gen Forms: Use lead generation forms to capture contact information directly from the ads.

Test & Optimize: Continuously test and optimize your campaigns to improve performance and ROI.

• Diverse Retargeting Audiences: Experiment with different retargeting audiences, varying in qualification based on users’ interactions with your brand.
• Differentiated Messaging:
  • Use tailored messaging for your retargeting audiences.
  • Adapt the messaging based on the level of engagement of each retargeting audience.
• A tactic that we have successfully used for retargeting on LinkedIn: Using message ads only for retargeting, has shown great results.

There is no rule for this, but maybe these time frames can be of reference:

• Strategy: Review and adjust every 3 months.
• Tactics: Review and adjust weekly or every 2 weeks.

There’s a trade-off between volume and quality. Website Forms tend to drive more qualified leads, and in-platform forms tend to drive more volume.

Finding the right form depends on a variety of circumstances, each company needs to determine what works best for them and the purpose of the lead. So, our recommendation is to always test!

Free Trial / Free Version / Free Interactive Tool

• Typically Used By: SaaS companies like Slack, Asana, and MailChimp.
• Advantages:
  • Allows people to try your product.
  • Builds an instant connection.
  • Creates product stickiness.
• Risks:
  • If the free version is too good, customers might not want to upgrade to the premium version.

Free Research Reports

• Successful In: Various industries, from scientific and manufacturing to legal services and AI.
• Advantages:
  • Establishes your brand as an authority.
  • Keeps your brand top of mind in the industry.
  • Can generate organic buzz.
• Challenges:
  • Takes time to reach target decision-makers.
  • Requires annual updates.
  • Producing high-quality research is expensive.

Free Educational Resources

• Widely Used In: Different industries, including service providers like Tavano.
• Advantages:
  • Leverages in-house resources to create educational material.
• Downsides:
  • Prospects might feel they can handle things themselves after accessing the resources.

Conclusion: The best option depends on your goals, objectives, and your company’s nature and industry. If you’re unsure, you can always test different offerings to see what works best.