Our Insights

Check out our marketing blog and resources on branding, websites and digital marketing

All You Need to Know About Advertising on LinkedIn

Are you looking to advertise on LinkedIn but have no idea where to start? Advertising can be a bit overwhelming. We understand! It feels like there are a thousand different ways to market your business, and choosing the right one can feel challenging. That’s precisely why we are here for you! BoBella has all the secret tips and inside scoops to the best practices in advertising. 

LinkedIn is a top choice social media platform, especially for B2B companies. If you are considering marketing there, check out the tips below. Our team has experienced experts who can ensure you get the best out of your marketing. If you would like to learn more and take the guesswork out of the equation, contact us to get started! 

LinkedIn Ads for B2B Companies

LinkedIn is a global community of professions and, ultimately, a goldmine of potential consumers. B2B marketing on LinkedIn is perfect for optimizing your company page, creating valuable content, and running targeted ads in a pool of like-minded people. B2B companies can also easily leverage LinkedIn’s search features to locate sales prospects.

LinkedIn offers a unique experience for B2B companies. Millions of businesses utilize this tool, and it is much easier to create connections with them when you’re in the same place. 

Target the Ideal Audience on LinkedIn

LinkedIn is great at organizing. When a member signs up or updates their profile, they fill in all the information about their educational background, job experience, interests, and so much more. This is used to help companies better find their target audience when creating ads. The best way to get a high conversion rate is to focus on selling to the people who actually need your service. Weeding through the millions of users to find your ideal audience is easier, thanks to LinkedIn’s thorough organization skills. 

You can find your target audience through the following:

  • Location
  • Company Size
  • Company Name
  • Industry
  • Job Title
  • Job Function
  • Job Seniority
  • Education
  • Gender
  • Age
  • Member Groups
  • Interests
  • Fields of Study
  • Revenue

And many more options.

LinkedIn Ad Objectives 

LinkedIn uses objective-based advertising to help advertisers build campaigns directly around specific business goals. Companies use this to work through all parts of a sales funnel, from awareness to conversion. These objectives are grouped into three categories:

Awareness – These ads are perfect for top-of-funnel brand-building campaigns. Their goal is to leave an impression on your audience to get them talking about your product, service, or brand. Awareness ads also help to increase followers, views, and engagement. 

Consideration – These ads are the best choice for businesses with an audience familiar with their brand and offerings. The goal is to encourage that audience to take more action in their business, such as visiting landing pages or websites, engaging with social platforms, and viewing videos.

Conversion – These ads are the end-of-funnel closers. They focus on lead generation, website conversions, and job applicants. This also gives businesses the ability to track actions on their website. 

Types of Ads on LinkedIn

Sponsored Content Ads can come in many different formats. These are perfect for reaching and engaging with your audience. A few different formats are video ads, carousel ads, events ads, and single-image ads. 

Text Ads will appear on the top right-hand side of a person’s desktop feed, which is good for visibility. This is a great ad option if you want to accumulate strong leads with a professional audience. Text ads can be a valuable way to improve lead generation on a budget. 

Dynamic Ads speak directly through personalization. When these types of ads pop up in the feed, a member’s personal details are shown to them, such as their photo, name, employer’s name, and job title. These sponsored ads blend in perfectly with the user’s feed. Members can change their settings to hide these details if they find the ads too personal. 

LinkedIn Ad Formats

There are 10 different ad formats used on LinkedIn, and each one has its own purpose and goals. 

  1. Carousel Ads build website awareness, engagement, website action, and lead generation.
  2. Conversation Ads are great for the audience to choose their ad experience.
  3. Follower Ads promote your LinkedIn page to gain followers in a personalized way. 
  4. Spotlight Ads shine the light on your featured product and take leads directly to the landing page.
  5. Job Ads leverage employee networks through LinkedIn to block the ability of other competitors to advertise on your employee’s profile.
  6. Lead Generation Forms use message ads and sponsored content to help attract more leads.
  7. Message Ads are best for direct connection to leads with CTA messages straight to their inbox.
  8. Single Image Ads are promoted content that appears on a user’s home page.
  9. Single Job Ads promote directly to users’ feeds, and their main goal is to fill job applicants.
  10. Text Ads are perfect for B2Bs and are easy to set up for brand awareness and website traffic.

Advertising Costs on LinkedIn

As with many advertising tools, costs will vary by the user. There is a minimum bid requirement of $10 a day or $2 for cost-per-click and cost-per-mille campaigns. However, on average, companies pay $5.26 per click, $6.59 per 1000 impressions, and (for sponsored messaging campaigns) $0.80 per send. But many factors affect advertising costs. According to LinkedIn, there are three main influences: target audience, bids, and ad relevance score. There are also factors for different industries, regions, positions, and more. So, costs will vary depending on who you are targeting. 

To be in control of your ad expenses, there are three options you can choose from. The goals of your ad should align with the pricing model you choose. For example, if your goal is to gain new leads, setting a bid amount will drive the best results for you. You’ll only pay when people click on your ad to show interest in your business. So, keep your goals aligned with desired results when choosing your plan. We can help you understand these factors more in-depth at BoBella.

If you are looking to market through LinkedIn – trust the experts. Many strategies can be used on this platform, and not all will work for each business. Even if you are familiar with LinkedIn, a team of professional digital marketers can drastically change and improve your advertising dynamic. 

BoBella is well-versed in the many ever-changing strategies that are intertwined with LinkedIn. We offer help to businesses that need organized systems to reach their goals, big and small! Contact us with any questions about advertising with LinkedIn and connect directly with our team of experts on how to get the most out of your advertising!

Share Post:

How can we help?

Stay Connected

More Articles