Ever thought about advertising on LinkedIn? If not, then we’re here to recruit you!
While organic marketing is a great entry point, LinkedIn’s diverse ad placements and bountiful targeting options make it easier to individualize your message or target groups beyond your brand’s followers.
Choose Your Own Advertisement
Educate yourself on these ad types, then decide which is best for your B2B campaign on LinkedIn.
These are quick-and-dirty ads that appear on users’ home feeds and run without photos, video, or illustration. They’re more effective for lead generation and less so for building brand awareness.
Unlike Text Ads, visuals are the cornerstone of these ads, which animate and showcase a brand’s visuals. You can use them to target specific audiences by paying to be on certain high-traffic pages.
You can tailor a pitch to be more direct and personal with these messages to individual LinkedIn users. If your goal is job recruitment, they’re an easy choice, but you can also use them for more specific calls-to-action—for instance, encouraging someone to download a tutorial for a skill that’s relevant to them but perhaps isn’t listed on their profile. LinkedIn designs its InMail responsively, so your “Download Now” or “Apply Now” button will still be visible on a phone.
As with Sponsored InMail, these ads are best for targeting specific individuals with a more “personal” address. “Morgan, now you can master LinkedIn targeting with Steve,” it might read, followed by a button to download Steve’s targeting tutorial.
Before you pick an ad type, you want to know your target audience. By now you know that advertising on LinkedIn isn’t about reaching lots and lots of people, but reaching fewer of the right people. With this self-awareness (and a ton of user data to harness), LinkedIn offers 15 targeting options for you to mix and match—from age and gender to unique options, like years of work experience and alma mater. Compare that to Facebook (even though we said not to) with its 7 targeting options, to Instagram’s 7, or to Twitter’s 9. And for those who can’t get enough of these insights, LinkedIn recently launched a free analytics tool called Website Demographics that shows you more about frequent visitors to your site.