Linkedin Advertising
PPC - Linkedin Advertising

Linkedin Advertising

The ideal tool for reaching out to highly educated professionals, decision-makers in the corporate world and businesses as a whole.
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What is LinkedIn Advertising?

LinkedIn Advertising is the ideal tool for reaching out to highly educated professionals, decision-makers in the corporate world and businesses as a whole. Unlike the intent-based AdWords platform, it is a higher funnel marketing form, which makes it most suitable for raising brand awareness and fostering consumer interest and consideration. It can achieve a multitude of business goals, from building brand awareness and ascertaining thought leadership in your field to creating a list of prospect leads and converting existing ones. More importantly, LinkedIn Advertising is currently gaining great momentum worldwide and claiming a well-deserved place in businesses’ marketing toolbelt. It is widely accepted as the most effective platform for the distribution of B2B content.

Quick facts about Display Ads:
  • LinkedIn boasts over 550 mln users, 61 mln senior-level influencers and 40 mln decision-makers.
  • LinkedIn ranks as #1 channel for B2B marketing.
  • 94% of B2B marketers utilize LinkedIn in their promotional efforts.
  • 91% of marketing executives name LinkedIn as their top source of reliable content.

What will you gain?

LinkedIn is currently a goldmine for B2B advertising – it abounds with companies seeking exposure and growth, thus offering you, as an advertiser, the opportunity to reach decision-makers directly. Your target audience consists of educated professionals and your advertisements will likely be taken more seriously. Through LinkedIn Advertising, you are able to tap into a high-quality pool of lead prospects much more meaningful to your company and your marketing goals.

Moreover, LinkedIn Advertising is still less competitive than advertising on Google. In fact, the latest stats show that the 3 million LinkedIn users who post weekly receive the astounding amount of 9 billion in-feed impressions every week. Additionally, the platform has evolved immensely in the past few years, adopting many of Twitter’s spreading techniques and Facebook’s unique targeting.

The platform offers a great mix of ad opportunities which allow you to distribute diverse, dynamic content to a granularly targeted group in a native and highly professional manner. The current LinkedIn ad creatives and formats can be designed and served in a very authentic and intriguing way in order to engage prospect leads. Furthermore, you will be able to gather unique and highly valuable insights into the type of users visiting your webpage, and not only your LinkedIn profile. For instance, you are able to monitor what job titles and functions show the highest engagement on your landing pages and what percentage of executives convert.

What a LinkedIn Campaign Consists Of:

The overall step-by-step approach to LinkedIn Advertising is very similar to other forms of PPC Ad Management and starts with initial research, micro-audience targeting, asset assessment and the devising of a clear, robust, long-term strategy customized to your business objectives.

Campaign Elements

  • Research
  • Asset and Competition Assessment
  • Micro-audience Targeting
  • Crafting a Potent Custom Strategy and Preparing Creatives
  • Launch and Testing
  • Monitoring
  • Continuous Optimization
  • Regular ROI Reports



LinkedIn targeting is unique and diverse. You can not only select your target audience based on popular demographic features like gender, age, education and location, but you can also reach out to followers and connections, recent website visitors and Email contacts, and professionals from a particular company and industry. The fantastic range of features also extends to targeting by company size, job title, job function, job seniority, member schools, fields of study, degrees, member skills, years of experience, and member groups. Imagine the scope of such granular approach! You will have a trustworthy access point to a particular type of professional who works in a certain area at a specific job position and has such and such skills and that many years of experience.



The success of your LinkedIn Advertising campaign – as well as continuous optimization – can be measured using a variety of metrics, such as website traffic, awareness, conversions, and ad spend.

Bidding is organized into three popular models:

  • CPC, or Cost Per Click
  • CPM, or Cost Per Impressions
  • CPS, or Cost Per Send, i.e. setting your budget according to the number of personalized messages sent to users’ inboxes (only available for Sponsored InMail ads)



The following six types of LinkedIn Ads will help you achieve the desired goal for your business:

  • Sponsored Content
  • Text Ads
  • Sponsored InMail
  • Direct Sponsored Content
  • Dynamic Ads
  • Lead Generation Forms

Types of LinkedIn Ads

Ad Image
Sponsored Content

Native looking content (image, video, article etc) which sits in the feed of a user along with the regular, user-curated updates. You can bid by CPC and CPM.
This one can:

  • Boost followers
  • Increase qualified traffic to posts
  • Raise awareness about initiatives and promotions
View case studies
Ad Image
Text Ads

Easy-to-set-up non-native ads which appear on the sidebar (only for desktop). You can bid by CPC and CPM. With this type of ads you can:

  • Drive traffic to LinkedIn page or website
  • Generate leads
  • Attract job candidates
View case studies
Ad Image
Sponsored InMail

A personalized message sent directly to an individual’s LinkedIn Messenger. The unique advantage of this ad type is that a user can only receive one such ad within a 45 days. You can only use the CPS model. And this type of Linkedin ad can:

  • Drive downloads
  • Promote events and initiatives
  • Directly engage prospects
  • Generate leads
  • Drive conversions
View case studies
Ad Image
Direct Sponsored Content

Through this one, you can test highly personalized content as a native ad which is featured in users’ feed, but does not appear on your own page. Direct sponsored content achievements are:

  • Similar to Sponsored Content
View case studies
Ad Image
Dynamic Ads

Engaging, creatively designed and highly effective personalized ad type of several varieties: Follower ads, Spotlight ads, Job ads, and Content ads. For instance, you can enable pdf downloads and job applications. Available only on desktop. And this type of Linkedin ad can:

  • Drive downloads
  • Boost followers
  • Attract job candidates
  • Increase engagement
  • Generate leads
  • Drive conversions
View case studies
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