What are LinkedIn Ads?

LinkedIn advertisements are a big part of all successful marketing campaigns.

Over the years, LinkedIn has established itself as a leading social network for professionals and businesses. With a membership of over 722 Million, this social platform offers a world of opportunities.

LinkedIn Ads give you a chance to advertise your business to millions of other companies and professionals. Unlike other social media platforms, LinkedIn has the capacity to identify your target audience based on their professional qualifications, managerial positions, education level, and much more.

But what exactly are LinkedIn ads? To help you maneuver the world of advertising, we take an in-depth look at LinkedIn ads. Let us begin.

What are LinkedIn Ads?

As the term suggests, LinkedIn ads are paid advertisements run on the LinkedIn social platform.

LinkedIn offers several ad formats to choose from based on your goals and objectives. The most commonly used ads are sponsored ads, text ads, and sponsored InMail.

LinkedIn ads allow B2B companies to

  • Market their products.
  • Connect with their target audience.
  • Recruit talent.
  • Improve your social network.
  • Increase lead generation.
  • Increase their visibility.
  • Increase conversion rate.

Businesses and organisations can use LinkedIn ads to promote their presence and support their marketing efforts.

Why are LinkedIn Ads Important?

To better understand why LinkedIn ads are an important aspect of marketing, let’s take a look at some statistics.

LinkedIn is the second most popular social site among B2B marketers after Facebook. In a survey carried out by HubSpot, LinkedIn was the most successful lead generation platform. It generated 3X more leads than Twitter and Facebook.

Source: HubSpot

LinkedIn gives you access to members with a higher spending power, who drive purchasing decisions within their businesses and homes.

LinkedIn also has a diverse pool of job candidates with different abilities and backgrounds from all over the world.

Who uses LinkedIn ads?

Many B2B companies consider LinkedIn ads indispensable. But are these ads the right fit for your business?

If your company sells products or offers services that are beneficial to business owners and professionals, then you should advertise on LinkedIn.

Additionally, if you have an open job opportunity, you can use the platform to screen candidates and select those with the appropriate qualities.

What Do LinkedIn Advertisements Look like?

There are different types of LinkedIn ads. They include:

  • Sponsored Content
  • Direct Sponsored Content
  • Sponsored InMail
  • Text Ads
  • Dynamic Ads

Similar to Other social media advertisements, LinkedIn advertisements are run through a bidding process. But as you may expect, the format is slightly different from that of other platforms such as Facebook and Twitter.

Let us take a look.

1. Sponsored Content

LinkedIn allows you to promote your status through sponsored content. Your status will appear to as many people as possible. However, it will contain a “promoted” tag.

2. Sponsored InMail

This allows you to send personalised messages to your target audience.

Source: LinkedIn

Display ads

These are colourful banners often displayed on the right side of a user’s desktop.

Source: LinkedIn

3. Dynamic Ad

These are personalised display ads that include a user’s name and/or image.

Source: LinkedIn

4. Text Ads

These LinkedIn advertisements are displayed on the right side or top of a user’s desktop.

Source: Toolbox

What type of ad should you choose?

Each ad type comes with its own set of advantages.

Sponsored content is used to increase user engagement. It allows you to attach a lead generation form and collect more info about your target audience. Additionally, you can send more traffic to your website and push for conversions through the use of a “call to action” button.

Sponsored InMail is also great for user engagement. Since it can be personalised it captures interest much faster. Sponsored InMail is also delivered once a user goes online. So it shows up at the top of a user’s inbox.

Text ads and display ads are great for brand visibility. They don’t always include a call to action.

What can you do with LinkedIn Ads?

1. Increase your brand visibility

LinkedIn ads allow you to increase your brand visibility within an industry. A strong brand presence cements your position as a strong, trustworthy brand. A well-done LinkedIn advertisement will eventually cost you less and make your advertising profitable.

As your brand presence improves, you should expect more Google searches and an increase in web traffic. People will be more curious about what your brand has to offer in terms of your Product Services and online content.

2. Lead generation 

LinkedIn office superior targeting options that allow you to target different professional demographics giving rise to high-quality leads. You can track your prospects and engage them with personalised ads. You can also use retargeting options to reach customers who may have visited your website but didn’t take any action.

Additionally, you can use the Lead Gen Form (A pre-filled form that is often attached to your ad campaign). A Lead Gen Form increases conversions and is easy for users to fill and submit. Lead Generation forms are available for sponsored ads and InMail messages.

3. Talent recruitment

Are you having trouble finding the right fit for a job opening? Look no further. You can use LinkedIn ads to advertise job opportunities within your organisation. LinkedIn gives you access to millions of professionals and graduates. You can narrow down your search based on professional qualities, skills, educational level, age, and much more.

4. Test different ad formats and options

Online advertising is not always easy. You have to select appropriate ad formats, deal with a diverse audience base, counter competition, and create the perfect ad. Unfortunately, you cannot get all this right on the first try.

In conclusion

If you are looking for a viable marketing solution, LinkedIn advertisement are the way to go. Just make sure you select the right type of ad and adjust your target parameters accordingly. To learn more about online marketing, take a look at our collection of tips and tricks on online marketing.