Linkedin Ads everything you need to know.

If you are looking for a way to increase your professional visibility, LinkedIn Ads may be the perfect solution. With more than 700 million registered users, LinkedIn has become the social network of choice for professionals worldwide. Advertising on this platform can help you reach new customers and generate qualified leads for your business. But how exactly do ads on LinkedIn work? In this article we will provide you with all the information you need to understand how best to use this form of online advertising!

What is LinkedIn Ads?

LinkedIn Ads is the advertising platform of LinkedIn, the world’s largest professional social network. With this solution, you can create highly targeted ads and reach specific audiences based on industry, current or past job, geographic location and demographics. This means that you can promote a product or service only to people interested in what you are offering.

To use LinkedIn Ads, one must have a LinkedIn account and there are several types of campaigns to choose from: sponsored posts (direct messages sent to users), lead acquisition ads (a form of ad that can generate inquiries from users) and text ads (ads with a brief description of the product/service).

Costs are variable depending on the type of campaign chosen and the duration of the campaign. Prices may increase if you want to reach a very specific or limited audience.

LinkedIn Ads can be a very effective tool for companies seeking new customers in the B2B sector as it allows them to directly tap the right target audience without waste.

The different types of ads on LinkedIn

There are several types of ads available on LinkedIn, each with a specific purpose. The format of the ad will depend on the purpose of the advertising campaign and the goal it is intended to achieve.

The first type of ad is the Sponsored Content ad. This type of ad is displayed in the “Feed” section of LinkedIn users and can be used to promote existing posts or create new advertising content. Sponsored Content ads can include text, images and videos.

The second type of ad is the Business Page Search Ad. These ads appear on the search page of the LinkedIn website and have the main purpose of increasing the visibility of the company profile to potential customers interested in your industry.

The third type is the Sponsored InMail Announcement, these private messages are sent directly to the email box of recipients selected based on their professional profile information.

Finally Dynamic Ads: this format allows marketers to tailor their advertising to fit their target audience.This type of ad offers the greatest results to those who already have a large contact list on the social network or have experience using advertising tools.

In summary, each format has a distinct purpose, but all must adhere to the guidelines provided by the social staff in the terms of use of its advertising services.

Pros and cons of advertising on LinkedIn

Advertising on LinkedIn has some advantages and disadvantages to consider for companies that want to use it as a marketing tool. One of the main advantages is the ability to reach a highly qualified audience based on specific criteria such as job title, company or industry. This can give you more control over the recipients of your ads than other platforms.

The demographic data available on LinkedIn is often more accurate than on other social networks, thus making it easier to find the right target audience for your advertising campaign. Another benefit concerns the professionalism of the platform: users tend to be less inclined to interact with irrelevant or uninteresting content.

However, one of the main disadvantages of advertising on LinkedIn is the high costs compared to other social platforms. CPCs (Cost Per Click) can be very high especially if you are trying to reach a particularly competitive target audience.

Ads on LinkedIn have a higher likelihood of being intrusive if they are not creatively effective and relevant to the target audience. This can lead to a decrease in user interest in the company itself and a reduction in the conversion rate of promotional campaigns on the platform.

Finally, it should be emphasized that ads must be well thought out and leave nothing to chance as any mistake could negatively affect the success of the campaign.

What are the best formats for LinkedIn ads?

To be successful with LinkedIn ads, choosing the right format is essential. There are many formats available, and each has its own unique advantages.

One of the most popular formats is the text ad. This announcement appears as a regular post in LinkedIn users’ feed, but is labeled as “Sponsored.” It is ideal for companies that want to increase brand awareness or promote special offers.

Another effective format are InMail Ads, which are in the form of a direct message to users selected on the basis of their professional characteristics. This type of ad offers more interaction with the audience and can be used to generate qualified leads.

Dynamic Ads make it easy to create targeted campaigns using information from the user’s profile such as current or previous job position, so you can reach exactly the target audience of your campaign.

Finally, there are also Video Ads that are displayed among the videos in the users’ feed or on the company page on the platform and have more visual impact than other formats.

In summary, there is no one best format for all types of advertising messages on LinkedIn-it will depend on the nature of your business and the specific goal of your campaign!

Examples of LinkedIn ads

Examples of LinkedIn ads can provide great inspiration for those who want to create effective ad campaigns on this platform. Ads on LinkedIn are very different from the traditional banner ads found on other websites because they have a strong emphasis on professionalism and B2B marketing.

One of the most common types of ads on LinkedIn is “Sponsored Content,” which appears as an organic post within users’ feeds. This type of ad can be used to promote content such as articles or videos as well as specific products or services. For example, the company Salesforce used this format to promote its CRM solution.

Another popular format are sponsored InMail ads, which are personalized messages sent directly to the inbox of users selected on the basis of age, geographic location, and work experience in their LinkedIn profile. This type of message is especially good for campaigns focused on acquiring qualified leads.

Finally, there are the so-called “Dynamic Ads,” which display personalized information about users based on their profile data (such as name, picture and job title). Coca Cola has successfully used this format by launching a campaign aimed at recruiting new employees through massive dissemination of job offers via Dynamic Ads.

Alternative to advertising on LinkedIn

Alternative to advertising on LinkedIn

Although advertising on LinkedIn is a great option for reaching your target audience, there are also effective alternatives. One of the best alternatives is to use LinkedIn company pages. Corporate pages allow companies to create content that shows potential customers the company’s values and what it has to offer.

With a well-maintained and constantly updated business page, a company can build lasting relationships with its followers and interact directly with them. This not only increases the company’s authority but also creates a sense of trust between the company and its customers.

In summary, while advertising on LinkedIn can provide remarkable results in terms of lead generation and conversion, one should always keep in mind that there are other equally viable options such as company pages. It is important to find the right strategy for your business and be consistent in its implementation to achieve positive results on the impact of your digital presence.

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IIaria D'Alberti