Should You Be Leveraging These 5 LinkedIn Ads Types?

LinkedIn is such an underrated platform for serving ads to your customers. While its users may not have the same buying intent of those on Facebook and Twitter, it does offer a number of unique ad units and targeting options which cannot be matched by Facebook and Twitter.

As LinkedIn continues to increase its reach, it becomes a much more appetizing platform to market your business. In today’s article, I’m going to discuss the different ad types you can use.

Note: To make full use of LinkedIn ads, you will need to setup a company page. This can be done by following the instructions by clicking here.

Sponsored Content

Sponsored Content ads on LinkedIn are very similar to regular Facebook ads. They allow you to create adverts that are served directly into prospects’ newsfeeds. These are best used when directing prospects to a landing page or content as you’re given ample text space and a large image to serve your ad.

Here’s an example of a sponsored content advert from Chartbeat:

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Sponsored InMail

Sponsored InMail is a unique ad feature you can’t find on many other social media platforms. It allows you to send an advert directly to a user’s inbox, this is great because prospects are more likely to engage than a typical ad that is shown within a widget on LinkedIn.

Here’s an example of LinkedIn sending me an InMail ad to get me to sign up to their Premium Professional membership plan:

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InMail ads are a powerful resource but use them with caution. When using this ad unit to serve media, aim to provide value (like a free trial, coupon, evergreen content) than to bullishly promote a product or service. An inbox is a personal place, lead with value first.

Recommendation ads

If you have a product or service that you want to market, Recommendation ads are the way to go. These ad units will contain a picture of your product and also tag everyone who recommends it adding further social proofing to your offer.

Here’s an example from Volkswagen India serving a Recommendation ad which been vouched for by 88 people so far:

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Source: Sprout Social

Join-group ads

Groups on LinkedIn is where the majority of businesses generate their leads and sales:

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Source: Business2Community

LinkedIn lets you create your own group which you can advertise throughout their platform to get prospects to join and get involved in discussions. Groups can be used to dispense company information, nurture leads or just to provide more value as a customer service channel.

Creating groups on LinkedIn is free, but you’ll have to pay to setup ads enticing prospects to join.

Here’s what a Join-group add looks like:

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Source: Jeff Bullas

LinkedIn ad pricing

When it comes to paying for ads, LinkedIn has made things very simple. You can pay per 1,000 impressions (CPM) or you can use the pay per click (CPC) method.The minimum bid you can set for each ad is $2 per action.

For example, you cannot pay less than $2 per click or $2 per 1,000 impressions.

Summary  Of LinkedIn Ads

LinkedIn is a great marketing tool if your customers are businesses or consumers who all have similar job roles. It offers several unique ad features that you cannot find anywhere else, the option of creating groups and sending ads to users’ inboxes.

Have you used any LinkedIn ads recently, how are they working for you?

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Nick Bridges

Nick is an Award Winning web designer, is also the Creative Director for the Agency, assisting in areas like funnel creation, copywriting, Landing Page development, and more. Nick also oversees all of the technical components of the creation and implementation of Social Media Ad Genius.

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About The Author

Nick Bridges

Nick is an Award Winning web designer, is also the Creative Director for the Agency, assisting in areas like funnel creation, copywriting, Landing Page development, and more. Nick also oversees all of the technical components of the creation and implementation of Social Media Ad Genius.

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