Social media can occasionally feel like shouting into the void if it isn’t planned carefully. But you can make sure your brand’s voice reaches the right audience by using LinkedIn ads. Additionally, push your content in front of powerful decision-makers.

Four out of every five users on the network, which has more than 690 million users, can influence business choices. Additionally, these influential people have twice the purchasing power of regular online audiences.

Discover the different ad types that are available and the different goals they may help you accomplish by reading our guide to LinkedIn ads. Additionally, we’ll show you how to create a LinkedIn ad and give you some of our best advice for increasing conversion rates.

Why Use Sponsored Content Ads on LinkedIn?

It’s possible that the rumor that LinkedIn advertising is pricey is accurate. However, consumers could not be using the best ad format and bidding combinations, which could contribute to this. This article focuses on running sponsored content because that’s what I advise all of my clients to do during their initial days into LinkedIn ads.

Because they are low-risk and have a large audience, sponsored content ads are by far my favorite kind of ad style. Due to their prominent placement in your news feed, the first place users look on LinkedIn they effectively reach individuals.

Another great, neutral format is sponsored content. It is neither the cheapest nor the most expensive type of click on LinkedIn. For average prices, you can gain a lot of reaches. You may run video, carousel, or lead generation form advertisements off of sponsored content ads because they are so flexible.

LinkedIn ads types

Advertisers have a variety of ad placement options on LinkedIn.

• Advertised Content

Native advertisements sometimes referred to as sponsored content, appear in your audience’s LinkedIn feed whether they are scrolling on a desktop or a mobile device. In order to separate this advertising from other material, LinkedIn marks them as “promoted.”

You have the option of using LinkedIn carousel advertisements, single-image ads, or video ads when promoting sponsored content.

• Promoted Messages

You may directly advertise to LinkedIn members in their inboxes with Sponsored Messaging (formerly known as Sponsored InMail). Just be aware that LinkedIn has a monthly limit on the number of members who can receive Sponsored Message ads. A person of your target audience, for example, won’t see one of your adverts more than twice in a short period of time.

• Ad Text

If you’re wanting to develop solid leads with a professional audience, text advertisements are a smart alternative and appear at the top and right of LinkedIn’s desktop feed. Given that 58% of marketers cite increasing lead generation as one of their primary digital marketing objectives, LinkedIn Text Ads can be a cost-effective solution to reach a wide audience.

• Dynamic Ads

LinkedIn’s right rail is where dynamic ads appear, speaking to viewers directly through customization. A member’s own personal information, including their photo, employer’s name, and work title, is reflected back to them when a Dynamic Ad appears in their feed.

LinkedIn’s ad goals

LinkedIn offers objective-based advertising, which enables marketers to create ad campaigns that are focused on particular commercial objectives. From awareness to conversion, businesses can go through all three stages of a sales funnel.

The primary categories of aims are described below.

• advertising for awareness on LinkedIn

Start with an awareness ad to get your brand on people’s minds. These commercials encourage consumers to talk about your goods, services, and company. You may increase views, generate more conversation, and get more followers using these impression-based tactics. 

Increase the number of people that visit your website and landing pages. Encourage visitors to other social media sites and websites, as well as likes, comments, and shares. Videos viewed: Share a video of your latest product, your company’s history, or a day in your life.

They can aid in achieving the following three goals:

• Lead generation: Generate leads on LinkedIn by employing forms that have data from user profiles already filled in.
• Increase the number of website visitors who download ebooks, sign up for newsletters, or make purchases.
• Job seekers: Post a job on your company’s website to inform people about the most recent position available.

New LinkedIn Campaign Creation

1. Create a Campaign manager

Open the Campaign Manager dashboard to get started. Click Create Campaign after selecting the campaign group you want to utilize.

Now pick a goal for your campaign.

2. Identify Your Target Audience

Setting up your targeting comes next after deciding on your objective. Consider for a moment that you are promoting a social media marketing conference and want to reach out to other social media marketers. We’ll examine how to do so using the Company, Job Experience, and Interests and Traits of audience properties on LinkedIn. Scroll down to Who Is Your Target Audience? under the Audience section. choose Audience Attributes from the left-hand menu. 

3. Choose the type of sponsored ads.

Choosing your LinkedIn ad format comes next. You can use a video or a carousel (like on Facebook), but I almost always advise against doing either. You require creativity while making videos, and videos on LinkedIn are frequently pricey. Carousel requires you to produce many ads each time you produce one, and it offers little in the way of performance advantages. 

You can choose to enable the LinkedIn Audience Network under Placement. If you want to present to small audiences as frequently as possible, choosing this option can be useful. However, I don’t believe you need it given your 47,000-person target audience.

4. Establish a budget and a schedule.

Set a daily budget that you are comfortable with in the Budget & Schedule section. It may just cost $10 each day. I advise beginning with cost per click for Bid Type because it’s the least risky option. Additionally, make sure that you start by deselecting the Optimize My Bid for More Results checkbox. 

LinkedIn will utilize its data set to determine who from your target audience should view the advertising once it has been checked. You don’t want any form of optimization to be taking place just now; you want to have a basic understanding of who this audience is and how they react to your ads. In this situation, LinkedIn will suggest a bid amount of $15.87 per click, which appears to be quite costly.

5. Create Your Sponsored LinkedIn Ad

You can now put up your advertisement. Click Create New Ad on the following screen. The most crucial section of your sponsored content ad should be entered first: the introduction text. Here, you should emphasize two crucial ideas:

• Give folks a reason to pay attention.
• Put a call to action in there, such as “Register now.”

Click Create once you’re done setting up your advertisement. Keep in mind that this ad will be included automatically in the campaign you’re designing if the Add to Campaign checkbox is ticked.

6. Launch your LinkedIn campaign

The status of your advertisement is currently “Campaign in Draft,” as you can see. So, after clicking Next, you’ll have the option to start this campaign and this advertisement. LinkedIn displays every choice you’ve chosen so that you may review them. If everything is in order, click Launch Campaign to make this campaign live.

In conclusion

a promoted post is unquestionably an improvement over an unpromoted one. It can assist you direct traffic in the direction you want it to go, and raise vanity metrics, which will give you some nice social evidence.

You now have all the information you need to start your own LinkedIn-sponsored content campaigns. Use the advice mentioned above to identify your demographic, pick a bid price, and alter the ad’s creativity and language.