5 Types of LinkedIn Ads And the Best Way to Use Them 

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Social media advertising demands an effective strategy. Lack of planning can result in failed marketing campaigns with no desired outcomes. 

 

LinkedIn has become a great platform for advertisements. It has helped many brands reach their target audience, but this can only be done with a proper strategy.

 

LinkedIn has over 800 million members, allowing businesses to reach a wider audience.

 

However, the advertising should also be strong enough to convince the audience to make the desired decisions.

 

Hence, in this article, we will go through different types of LinkedIn advertising. You will also discover other tips and tricks to help you improve your advertising tactics on LinkedIn. 

 

Use this guide to achieve your marketing goal and convert potential customers into customers. 

 

Types of LinkedIn Ads 

 

Types of LinkedIn Ads

 

Many types of advertising techniques can be used on LinkedIn. Below, we have mentioned the most effective ways you can advertise. 

 

By selecting the most suitable form of advertisement, you can achieve your aim quickly and easily.

 

1-Sponsored content

 

Sponsored content, better known as native adverts, refers to the advertisement on the feed. As your targeted audience scrolls, they come across your advertisement.  

 

You can promote your advertisement; LinkedIn identifies them as “promoted”, and this is how they appear on the feed. 

 

Hence, promoted content becomes an advertisement as it is differentiated from regular content.

 

If you plan to advertise using the Sponsored Content technique, you can select various formats, too. 

 

Some format examples include Ads with a single image, Video advertisements, Carousel advertisements, Event advertisements, Document advertisements, and Advertisements with thought leaders.

 

2-Sponsored Messaging

 

Previously, Sponsored Messaging was known as Sponsored email. This technique involves advertising directly into LinkedIn members’ inboxes.

 

Many potential customers prefer brands to advertise through text messages. A degree of personalisation is also recommended. 

 

Hence, notifications received through text messaging can help brands advertise new updates and other features. 

 

To explore this possibility, members now have a two-tabbed inbox. The first tab is for “Focused” chats, and the second is for “Other.”

 

Not to forget, LinkedIn is also transforming how message advertisement works. It now focuses on making it more like an advertisement conversation. 

 

This means that older versions of text advertising will be eradicated from your Campaign Manager. 

 

You can upgrade your brand’s interaction with potential customers using conversation advertisements by including many CTA buttons in your advertisement message.

 

CTA buttons

 

It would be best to remember that LinkedIn has a monthly limit. This means you can send an advertisement message to a limited number of people.

 

This can also result in targeted customers needing to be able to see one of your adverts more than twice in a given time span. 

 

3-Ads that are Dynamic 

 

Dynamic advertisements are those that appear on LinkedIn’s right rail. These are personalised advertisements that work by communicating with potential customers directly. 

 

When such a dynamic advertisement lands on a member’s feed, it tends to display the member’s personal information. 

 

This information can be their photo, name, and job description. It might seem weird, but this tends to personalise the advertisement according to the member’s information. 

 

Members who are not fans of such personalised advertisements can also modify the settings to hide them.

 

Examples of dynamic advertisements include followers, spotlights, and sponsored advertisements. 

 

Among these, spotlight advertisements are the most famous. It displays the advertisement on the right side of the stream.

 

4-Text Advertisements

 

LinkedIn’s text advertisement works similarly to the pay-per-click advertising technique. 

 

The text advertisement appears at the top and bottom of the member’s feed. They come across it as the scroll. 

 

This enhances the chances of potential customers coming across your advertisement. It also works well if you want to get solid leads from a more professional audience.

 

LinkedIn Text Ads have become a cost-effective way to target a wider pool of individuals.

 

5-Lead Generation Forms

 

Lead Generation Forms

 

Another type of advertisement that we see on LinkedIn is the Lead generation forms. There are many businesses which take information from their potential prospects.

 

This means that the target audience must fill out the forms, giving the business a better insight into its potential customers. 

 

Customers are required to fill out these forms through sponsored messaging or content initiatives. 

 

How to Promote Your Business on LinkedIn 

 

By now, you must understand how great LinkedIn is for advertisement. However, you should know effective ways to utilise this platform to promote your brand. 

 

The steps below will help you build a good-quality advertisement for LinkedIn.

 

Step 1: Create a LinkedIn Page

 

Creating a corporate page on LinkedIn is the first thing to do before you can start producing Sponsored Content and advertisements.

 

Step 2: Log in or make an ID in Campaign Manager.

 

After setting up a corporate page, you can log in if you have an account or create an account on the Campaign Manager platform. 

 

This platform is also known as LinkedIn’s ad manager. It will keep track of all your advertising activities, including campaign and budget management.

 

It is important to keep track so that you know how your advertisement is performing. 

 

Step 3: Specify the ad objective.

 

It is important to know what results you expect from your advertisement. You can consider the type of action you want to take according to the desired result. 

 

This action should inspire your audience in a way that can convert them into real customers. You can focus on options like awareness, consideration, or conversions for advertising.

 

Step 4: Know your target audience.

 

The most crucial part of advertising is to know your target audience. For this, you are required to select a particular location. 

 

You should also define a specific job title, company name, industry category and some personal or professional hobbies.

 

This information can help filter out the relevant audience for you. LinkedIn also connects you to your target audience through Matched Audiences. 

 

This audience includes people you already know. 

 

Step 5: Choose a format for Advertising

 

There are many advertisement formats, for example, Sponsored Content which includes single-image, carousel, or video advertisements. 

 

There are Event, Text, or Conversation advertisements too.

 

You can choose a particular advertisement format according to the goal you desire to achieve. 

 

Step 6: Keep a budget and a schedule.

 

Keep a budget and a schedule

 

It is also important to have a particular budget for your advertisement campaign along with how you will schedule it. 

 

You can use Campaign Manager to choose the most budget-friendly range. This range will be based on other competing bids for your target audience.

 

The first 2-4 weeks are termed a learning experience when an advertising campaign begins. In this time span, you can figure out what works and what doesn’t work. 

 

According to this, you can alter your advertising campaign. 

 

LinkedIn suggests its advertisers keep a minimum daily budget of $100 for testing. This amount can be $5,000 for a month. 

 

However, if your advertisement is new, it’s better to spend a minimum of $25.

 

Step 7: Create your ad.

 

Campaign Manager offers its advertisers previews if they select Sponsored Content or Text Ads as their advertising technique.

 

These previews allow you to see how your advertisement might appear to the audience. 

 

For message advertisements, you can also send yourself a text to see how it works. 

 

Step 8: Add the payment information.

 

Your advertisement will be visible once you have cleared your payment. Once you have entered your payment details and made the payment, your ad can be shown to the public. 

 

Step 9: Evaluate performance.

 

After your advertising campaign has taken off, it’s important to check its performance. 

 

You can evaluate the performance by checking the reporting dashboard for your LinkedIn advertising through the campaign manager.

 

See the charts and other demographics to analyse your performance. You can also export a CSV report from this page. Conversion tracking can also be accessed from here.

 

Best Practices for LinkedIn Advertising 

 

It is important to keep in mind that your advertisement should be effective. Hence, according to LinkedIn, we have collected some of the best characteristics that are vital for a successful marketing campaign.

 

1-Know your audience.

 

Know your audience

 

LinkedIn requires you to filter your audience so your advertisement is better targeted. This means that you must specify the location when creating the ad campaign. 

 

You can select a country, state and even a particular city or area. 

 

Other categories need to be narrowed down, too. You can use information like industry type, company size, education, employment, and hobbies or interests.

 

LinkedIn discourages its users from creating an ad campaign targeting different people. The more variety the targeted audience will have, the more difficult it will be to focus. 

 

Creating a LinkedIn ad focusing on two or three targeting factors is better. You can also experiment with A/B test campaigns based on different targeting parameters, for example, talents versus job names. 

 

This will let you know which type of audience interacts with your business the most.

 

2-Create your ad copy with a clear call to action in mind.

 

Your LinkedIn advertising must include a short title along with a little description. It shouldn’t be lengthy and too detailed. 

 

A clear CTA with a text button is the best thing to include in an ad. Your audience will not spend time finding information about what to do next. 

 

A good advertisement must include specific instructions on what they should do next. 

 

Hence, make sure that the CTA you have set corresponds to the purpose of the advertisement.

 

The best CTAs you can add to your advertisement are “Register Now” or “Sign Up Today!” 

 

3-Select the appropriate content

 

Select the appropriate content

 

LinkedIn can assist you in making sure your content reaches the desired audience. However, this doesn’t mean the target audience will be riveted to the screen. 

 

Your advertisement should be compelling and attractive enough for the target audience to want to connect with it.

 

Below, we have some effective ways in which you can keep your audience engaged with every word you say.

 

•Advertised content:

 

To create new content, try to extract information from your blog, website, and other social media pages. It is advised to add almost 4-5 advertisements in each campaign. 

 

You can make videos, music, and other media to enhance the advertisement. For instance, adding interesting stories that can help create an emotional connection can be a good strategy. 

 

Ensure you add your thoughts to promote your brand’s ideology, which might impress your potential customers.

 

•Messages from Sponsors:

 

To elevate your brand’s consideration, you can share blog entries and webinars or participate in other industry trends and analyses.

 

To catch the eye of the audience, you can promote your products through demos, tutorials, and success stories, too.

 

•Text advertisements:

 

Visuals play a vital role in catching the eye of the audience. Add good-quality images to the advertisement and a profile image instead of a logo.

 

•Video advertisements:

 

Video advertisements

 

LinkedIn states that videos with less than 30 seconds tend to be viewed more. This means people like to watch shorter content. Hence, keep your videos brief.

 

Your videos should also include subtitles and a compelling hook since viewers stop watching after the first 10 seconds.

 

•Carousel advertisements:

 

You can start with 3-5 cards and gradually increase the number. It is better to have a carousel of content that addresses the same theme effectively.

 

You can also divide the content into carousel cards. Remember how great visual storytelling is when the target is to attract your audience’s interest.

 

Include a call to action button in each carousel card description.

 

•Dynamic Advertising:

 

It is better to keep the ad’s headline as descriptive as possible, along with the language used. 

 

Arrange your text and image, too, before posting. Remember to add a clear message and a call to action button that the audience can easily understand. 

 

•Promote natural material as sponsored content.

 

If you have little time, opt for Globallyfulfill to help transform organic postings into sponsored content. 

 

They can help you target an audience according to your requirements. You can let them know details like geography, interests, or other information. 

 

After you’ve published your advertisement, follow up on its performance to analyse its effectiveness. 

 

Conclusion

 

In conclusion, LinkedIn has become one of the most used social media platforms, especially among professionals. 

 

Millions of people are using it now. This means businesses can use LinkedIn to target these millions of people through advertisements. 

 

To advertise on LinkedIn, choose the type of ads you would like and familiarise yourself with the ad set-up processes. 

 

By taking advantage of the best practices mentioned above, you can ensure that your advertisement strategy is effective enough. It should reach the target audience and transform it into your customers.

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