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We’ve all heard that LinkedIn is where your company needs to be to generate more business. After all, our own LikedIn statistics report finds that it is the number one social media platform for B2B marketers, with a whopping 96% of marketers using it.
And that’s because LinkedIn is home to professionals who have seats at the decision-making table. Research shows that LinkedIn members wield twice as much buying power compared to other platforms. That power can be used to influence other members and which solutions provider to invest in.
Member clout aside, LinkedIn’s algorithms are also designed to spread content fast and wide. This makes it possible for more of the content you promote to find its way into the feeds of 1st, 2nd, 3rd, and even 4th-degree connections.
Running ads on LinkedIn is also highly efficient. Today, you can use objective-based ads. These include:
Try out the FREE Social Media Image Resizer Tool to resize your images to the correct sizes and formats for Linkedin Ads.
Targeting has always been a touchy subject for advertisers. The fear of not getting a large enough audience or the right audience for your ads can lead to poor quality lead or too few to generate ROI. LinkedIn compensates by offering a strong set of targeting options. You can target by:
Target members according to where they live or locations they visit.
Optional targeting allows you to narrow your target audience using five categories that each come with their own subcategories. These include:
Matched Audiences give advertisers the opportunity to match their website visitors, company lists, and email lists with members on LinkedIn. You can upload your own list of targets and serve ads based on company names, and email contacts and apply demographic targeting by job function or seniority. LinkedIn also allows you to use account and contact retargeting, making for more strategic and effective lead generation.
LinkedIn offers estimated audience sizes along with recommendations for various types of ads you run. For example, text ads should be based on an audience of 60k to 400k members, whereas Sponsored Content and Messaging ad types should include a minimum of 300k members for best results.
LinkedIn offers five types of ads. Each is designed to allow your brand to engage your audience in various ways. Here’s a look at what each ad type offers and their specs.
Check out the Best LinkedIn Automation Tools for B2B Lead Generation
LinkedIn Sponsored Content Ads appear in feeds across desktop and mobile devices. They are used to generate leads, drive brand awareness, and nurture relationships through the sales cycle. Formats include:
Source: business.linkedin.com
Text Recommendations:
URL Recommendations:
Design Recommendations:
Call-To-Action (optional)
Note: Any legally required language should be included in the introductory text of your ad.
Check out the LinkedIn Character Limits – The Only Linkedin Blueprint You Will Ever Need
Source: business.linkedin.com
Text Recommendations:
URL Recommendations:
Design Recommendations:
Call-To-Action (Optional)
Source: business.linkedin.com
Text Recommendations:
URL Recommendations:
Design Recommendations:
Call-To-Action (Optional)
Note: Once your carousel ad is saved, it cannot be edited.
Like Sponsored Content Ads, Direct Sponsored Content Ads can appear in the form of Single Image, Video, and Carousel Ads. Unlike Sponsored Content, these ads don’t need to appear on a LinkedIn page and can be published directly to target audience feeds.
Source: business.linkedin.com
Message Ads are likely one of the most sought-after tools. It gives marketing and sales professionals access to their target customers without the hassle of trying to source email lists.
Text Recommendations:
Pro Tip
Keep formatting simple. While bulleting, italics, and bolding are available, simplicity is recommended for a conversational space. You can use up to 10 emojis per message layer in a conversation ad campaign. For example, if your conversation ad has four CTA buttons and each button has a Show next message action, you can have a maximum of 40 emojis.
URL Requirements:
Design Recommendations:
Call-To-Action (Optional):
Check out the How to Use LinkedIn Message Ads to Get Into People’s Inboxes
Source: linkedin.com
Text Ads offer a little more than the name lets on. They come with small images, and like all other ad options, allow advertisers to make use of LinkedIn’s targeting features.
URL Requirements:
Design Recommendations:
Call-To-Action (Optional):
Note: Special characters may cause errors when used in the query string at the end of the URL. If your URL generates an error, copy everything after the question mark and paste it into a URL Encoder like this one: http://meyerweb.com/eric/tools/dencoder/. Next, copy your results and replace the original query string in the URL.
Dynamic Ads allow you to create more personalized content with the use of member profile data (think profile images, company names and titles). They are also highly scalable, allowing you to reach larger audiences, but regrettably, only on desktops given the limited screen size of mobile devices.
Here’s a look at the various types of Dynamic Ads and their specs
Source: linkedin.com
Follower ads are designed to generate followers for your LinkedIn or Showcase Page. They are tailored to member profile data and leverage profile pictures alongside your brand’s logo, punting the value of association. Other elements that appear in these ads include member first names and your organisations.
Design Recommendations:
Text Recommendations:
Description Options (Examples):
Call-To-Action Options:
Headline Options (Examples):
Source: linkedin.com
Spotlight Ads send members directly to your website or a landing page. Like Follow Ads, they also include member profile data.
Spotlight Ad Specs:
Design Recommendations:
Text Recommendations:
URL Requirements:
Call-To-Action Options:
Note: This format removes the ad description and member profile image. The white portion of the ad measures 276 x 148px.
Check out the 7 of the Best LinkedIn Marketing Tips for Professionals
Source: business.linkedin.com
Job Ads leverage member profile data to promote one or more job opportunities. These are targetted to qualified LinkedIn members in your audience. These ads are dynamically generated and show as “Jobs You May Be Interested In”, or “Picture Yourself” or appear in Jobs Pages.
Source: business.linkedin.com
Content Ads can be used to generate leads or drive content download conversions. They are used as part of an ad unit and, at the writing of this article, only available to LinkedIn managed accounts.
One of the most exciting features LinkedIn’s created is the use of Lead Gen Forms. They make it easier to capture lead information by pulling it directly from LinkedIn member profile data. They are also highly convenient for members, shortening the time it takes to gain access to whatever you’re offering by simply clicking on the pre-fill button.
Text Recommendations:
Form Recommendations:
Work:
Company:
Education:
Demographic:
LinkedIn Ads offer businesses one of the best opportunities for generating leads and driving brand awareness. As a tool, the professional network offers enough ad types to engage and promote content, making it possible for advertisers to reach their audiences and do so effectively and efficiently.
All images were sourced from LinkedIn.
LinkedIn Ads is one of the best ways to generate leads and drive brand awareness. It offers a variety of different types of ads that you can use to promote content and reach your target audience effectively and efficiently. One reason for this is that LinkedIn members have about twice the buying power than the typical Facebook user. The algorithms employed by LinkedIn are also created to spread content faster.
Job Ads leverage the data of a member’s profile to promote job opportunities. They are dynamically created and targeted to qualified LinkedIn members in your audience. They will appear in Jobs Pages or show as “Jobs You May Be Interested In” or “Picture Yourself”. Things to include are your company name, company logo (the minimum size is 100 x 100px), a headline (maximum 70 characters including spaces) and a call-to-action (for “Jobs You May Be Interested In” ads you can customize this button).
LinkedIn has a variety of advertisements that you can use to engage with your target audience in different ways. Each ad has been created to give your brand the chance to engage with your target audience in a number of ways. These include: Sponsored Content (single image, video ads or carousel ads), Sponsored InMail, Text Ads, Follower Ads, Spotlight Ads, Job Ads and Content Ads. Each type of ad has its own specs that you need to familiarize yourself with beforehand.
LinkedIn offers you a strong set of targeting options. You can target by geographic locations, matched audiences, audience size and optional facets. With optional targeting, you can narrow your target audience further by using five categories. These are: company, demographics, education, job experience and interest. Each category also has its own subcategories. The subcategories include: company connections, industry size, industry name, member age, gender, fields of study, degrees, years of experience, and skills.
Direct Sponsored Content Ads can appear as a single image, video or carousel ad. These types of ads will not appear on a LinkedIn page. Instead, it can be published directly to the feeds of your target audience. With Sponsored InMail, you can target your customers without first having to source email addresses. Your message can include a banner, subject of no more than 60 characters, text of up to 1500 characters (including punctuation and spaces) and 3 clickable links.
The best specs for LinkedIn ads vary by ad type. For Single Image Ads, use JPG, PNG, or GIF files with a maximum size of 5 MB and a recommended resolution of 1200 x 628 pixels. Carousel Ads should have images of 1080 x 1080 pixels, while Video Ads should use MP4 files with resolutions like 1920 x 1080 pixels.
LinkedIn ad dimensions differ based on the ad format:
Character limits for LinkedIn ads depend on the specific text fields:
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