Mony Chhim is a freelance LinkedIn ads manager and the go-to LinkedIn advertising expert in France, where he also hosts the B2B marketing podcast Marketing B2B (110+ episodes). In this episode we get into why LinkedIn ads require a completely different approach to Meta and Google, how to structure a funnel across cold and retargeting layers, and the specific bidding, targeting, and creative decisions that actually move the needle.
Timestamps:
- 02:00 - Why LinkedIn ads, and how it compares to Meta/Google
- 05:00 - Biggest mistakes LinkedIn advertisers make
- 08:30 - Awareness vs lead gen split
- 11:30 - Best lead gen offer types
- 14:30 - Retargeting on LinkedIn - frequency, audience size, filters
- 18:00 - Minimum budget to start
- 23:30 - Bidding strategy
- 28:30 - Live campaign walkthrough for a B2B SaaS company
- 32:00 - Campaign objectives by format and funnel layer
- 37:00 - Conversation ads - format, length, what works
- 39:00 - Thought leader ads and video - two big trends
Benjamin Boman
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