LinkedIn has a treasure trove of company data – literally 30 million companies. As a LinkedIn advertiser, I’d love for LinkedIn to share the companies my campaigns target. When I layer industry, role, title, employee count, etc., I’d appreciate knowing exactly what companies saw and clicked on my ads. Unfortunately, LinkedIn’s demographics report only shares […]
Quick note: My goal in writing this was to address how CFOs, CMOs, and VPs of Marketing at B2B companies can evaluate their paid search and paid social efforts. Ignore Conventional Measurement Metrics for PPC campaigns are abundant. Clicks, clickthrough rate, conversions, cost per conversion, etc. are all readily available. Measuring “things” in paid media […]
If I am going to admonish Google for its many, many failings when it comes to looking out for advertisers, I should commend Google when it does something in the best interest of advertisers. In late February, Google announced the impending sunset of average position. Unlike other instances where Google has taken away data (most […]
Obility was founded on a simple idea: companies with longer sales cycles, business-to-business companies in particular, should be better served by search engine marketing agencies. We began running paid search campaigns for companies like Marketo, where lead quality and pipeline generated were paramount. During these early years, we created a system that optimized “backend” performance […]
LinkedIn Campaign Groups are an odd duck. None of the other major ad networks utilize campaign groups, and their existence may signal Microsoft is not a strong proponent of combining Bing & LinkedIn ad interfaces (as Google has done with YouTube). Campaign Groups also don’t separate functionality much from campaigns. Both campaigns and campaign groups […]
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