AJ Wilcox says, “While consulting with companies on their LinkedIn advertising initiatives, I routinely get asked, “How should I bid? CPM or CPC?” I very quickly noticed that my response is very different from “conventional wisdom.” When I hear others asked this question, I repeatedly hear, “It depends on your goals.” These misguided souls go on to explain, “If your goal is brand awareness, bid for impressions (CPM). If your goal is direct response, bid for clicks (CPC).” Not only is this a gross oversimplification of a rule of thumb, but I’d argue it’s flat-out wrong. Although... [...]

The latest article on ‘MarketingProfs’ is titled “Eight Secrets of Success With LinkedIn PPC Ads”. Elaine Marquis says, “If your B2B marketing department is like most others nowadays, you are engaged in blogging, social media, SEO, email marketing, and much more; the sales department requires an ideal number of quality leads, after all. But limited resources and tight budgets in today’s economy can make that a challenge for any marketing department. If implemented correctly, LinkedIn pay-per-click (PPC) advertising can be a high-volume lead source at low cost per lead. It is similar... [...]