In a recent poll, only 16% of marketers surveyed said they found LinkedIn ads to be an effective means of generating leads. A whopping 30% claimed they never had used or never would use LinkedIn ads as a lead generation tool!

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Those stats are likely all a bit heartbreaking to today's guest, AJ Wilcox, the founder of B2Linked and an evangelist of the power of LinkedIn Advertising. AJ is passionate about putting LinkedIn to work effectively for his clients, and he joins us today to talk the ins and outs of LinkedIn ads.

For starters, make sure LinkedIn makes sense for your business. If your average deal size is less than $12-15K, LinkedIn may not be the ideal vehicle for lead generation; it maybe simply too costly to be practical for your purposes.

Next, ditch LinkedIn's first two suggestions regarding ads. Instead, remove the audience expansion box, and do not use the default bidding strategy. If both those are engaged, you may as well be throwing your money away.

AJ has found that despite the perceived cost difference between other ad platforms (Facebook, Google), LinkedIn is the best and most economical way to target for B2B, reaching exactly the people you want to reach, when you want to reach them.

AJ also offers listeners a free checklist to make sure you're starting off on the right foot. Download the checklist now!

There's a lot more amazing content in this week's episode, so give it a listen!

And if you want even more LinkedIn advertising goodness, check out AJ's podcast, the LinkedIn Ads Show (specifically, episode 15, that's all about benchmarking your ads).

Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.

This episode brought to you by Widen and Leap Advisory by Demand Spring.

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Support for this Marketing Smarts podcast episode comes from Leap Advisory by Demand Spring. Our advisors are all experienced marketing executives who have walked in your shoes and can help with any marketing challenge. They listen first, and offer advice you can act on today. Meet our advisors at Leap by Demand Spring.   Widen helps brands deliver content with confidence. Their cloud-based DAM and PIM software, the Widen Collective, empowers marketers to bring content together, send it anywhere, and automate in-between. Visit Widen to see why they're trusted by hundreds of world-class brands, like Crayola, Trek, and Renewal by Andersen.



"Marketing Smarts" theme music composed by Juanito Pascual of
Signature Tones.