LinkedIn is a great advertising platform for those looking to extend the reach of their current marketing efforts. It has smart targeting options which help you reach, and engage, with your ideal customer.

The various types of LinkedIn ads also make it easy for you to customize your campaigns to meet your business’ specific marketing objectives. Before choosing the types of LinkedIn ads, however, you need to be sure of who you want to target – executives, influencers, or job seekers. Each type of LinkedIn ad has different values and approaches.

 

 

Different Types of LinkedIn Ads

You can kick off your LinkedIn campaigns immediately, on your terms, using the campaign manager.

With the LinkedIn campaign manager, you have the option of setting up multiple campaigns, targeting your audience(s), and receiving insights around ad clicks.

Like every other advertising project, this requires time and effort. However, it is a great place to start if you are just dipping your toes into LinkedIn Advertising.

Now let’s break down the different types of LinkedIn advertising options you’ll be able to access within the campaign manager.

 

LinkedIn Sponsored Content

 

This option is meant to expand the reach of content you have published on your company’s page to a target audience. These ads appear in the page feeds of your audiences’ profiles. You can use sponsored content to promote:

• Company news
• Valuable articles
• Whitepapers
• Webinars
• SlideShare Presentations
• YouTube and Vimeo videos

 

 

Why Use Sponsored Content?

 

• Increase follows for your company page
• Boost brand awareness
• Drive traffic to a specific landing page
• Increase lead generation
• Create awareness
• Test with LinkedIn’s lead generation forms
• Already mobile and tablet optimized

 

LinkedIn Carousel Ads

 

LinkedIn recently introduced their version of the carousel ad. (You may be familiar with the carousel ad format from running Facebook ads.) The carousel ad allows you to share multiple images and headlines to engage your customer further. These are shown in the users’ feeds like sponsored content.

 

Why Use Carousel Ads?

 

• Tell your brand story
• Grab the attentions of your audience
• Capture high-quality leads
• Drive traffic to your landing page

 

LinkedIn Text Ads

 

This option is useful for driving traffic to a landing page on your website or to your company’s LinkedIn Page. It functions similar to a PPC campaign where you pay only for clicks or impressions.

Text ads let you create an ad with a headline, description, and picture (often your company logo). You can also generate different variations of the campaign to test their performance.

 

 

For example, you can create two ad variations, each with different headlines. Then you can compare the results of these ads and optimize for performance.

Text ads are only available on desktop and appear on the right column of the news feed.

 

Why Use Text Ads?

 

• They are easy to create
• You can work within your budget
• Option to choose between cost-per-click (CPC) and cost-per-thousand impressions (CPM)
• Reach your target audience using accurate & specific B2B filters
• Drive traffic to your landing page

 

LinkedIn Video Ads

LinkedIn video ads are an ideal way to tell a story using sound, sight, and motion. Videos, they say, is worth a million pictures. Video ads help you connect better with your audience by making the message relatable.

 

Why Use Video Ads?

 

• Reach a vast network of decision makers
• Boost brand awareness
• Target a particular audience category
• Because the work well with lead generation forms

 

LinkedIn Sponsored InMail

 

Sponsored InMail ads are delivered straight to the user’s inbox as messages. They contain a custom greeting, call to action, and body text. You can also include a link in the message body.

This ad usually yields better results since sponsored inmail messages are only sent to active users who are more likely to open their messages.

 

 

Why Use Sponsored InMail?

 

• Capture more leads
• Send promotions to the appropriate audience
• Better to kick off communication
• Perfect for an invitation to webinars and other events
• Promote content like eBooks
• Recruitment opportunity

 

LinkedIn Dynamic Ads

 

Dynamic ads can be customized and are delivered based on your audience’s activities. For instance, if LinkedIn discovers someone is seeking a job in your sector, you can target them at that moment with the correct message.

Dynamic ads are also beneficial for solidifying relationships and sending customized messages to influential people. You can drive attention to your company or landing page, and users can send you their name and email address easily from the ad.

 

Why Use Dynamic Ads?

 

• Drive traffic to a landing page
• Better response rates for customized messages
• Generate followers for your company page
• Decide who sees your messages
• Create personalized call-to-actions
• Customized ads based on marketing objectives

 

Final Note on Types of LinkedIn Ads

There are many options and benefits to using the different types of LinkedIn Ads.

Think about your goals an objectives when deciding on the LinkedIn ad, or ads, that you will use and what kind of campaign you want to run. And before you can start advertising on LinkedIn, you will need to create an account and start a company page (if you don’t already have one).

 

No time to do all of this? Need help setting up your LinkedIn campaigns?

Contact us today.

 

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