W
ithout careful planning, social media can sometimes feel like a shout out into space. However, by using LinkedIn ads, you can guarantee that your brand voice will find the right audience. There is also a group of influential decision makers.The Latest Guide Ads On Linkedin, How To Make Linkedin Ads in 2022 - Four-fifths of the platform's more than 690 million members have the power to influence business decisions. These creators also have twice the spending power of a typical online audience.
Follow our LinkedIn advertising guide to learn about the types of ads available and the types of goals you can use to achieve them. We'll also walk you through the process of creating an ad on LinkedIn and share some of our top tips and tricks to increase your conversion rate.
Types of LinkedIn Ads
LinkedIn offers advertisers a variety of ad placement options.
Sponsored Content
Sponsored content (also known as native ads) displays your audience's LinkedIn feed, whether they're scrolling on mobile or desktop.
inkedIn labels these ads as “promoted” to distinguish them from regular content.
Table Of Content
- Types of LinkedIn Ads
- LinkedIn Advertising Objectives
- LinkedIn ad formats
- How to Create a LinkedIn Ad in 9 Steps
- Best Practices for LinkedIn Advertisin
Sponsored Messaging
With Sponsored Messaging (formerly known as Sponsored InMail), you can send ads to LinkedIn members directly in their inboxes.
Note, however, that LinkedIn has a cap on the number of members who can receive sponsored news ads per month. For example, a member of your target audience will not receive your ad more than twice in a short period of time.
While 89% of consumers prefer businesses to stay connected through messaging, only 48% of businesses currently engage with customers and prospects in this way.
Text Ads
Text ads appear at the top and right of your LinkedIn desktop feed and are a great option if you're looking to build strong leads with professional demographics.
When you consider that 58% of marketers say increasing lead generation is one of their top digital marketing goals, LinkedIn text ads can be a way to tap into a broad budget.
Dynamic Ads
Dynamic ads run right on LinkedIn and engage audiences directly through personalization. When dynamic ads appear in members' feeds, they see their personal information, such as photo, employer name, and job title.
However, if members feel these ads are too personal, they can change the settings to hide these details.
Follower ads and sponsored ads are two types of dynamic ads.
LinkedIn Advertising Objectives
LinkedIn uses goal-based advertising to help advertisers create ad campaigns around specific business goals.
Businesses can go through all three stages of the sales funnel, from awareness to conversion.
The three main types of goals are broken down below.
Awareness ads on Linkedin
Get your brand into people's mouths, starting with advertising. These ads help get your audience talking about your products, services and brand.
These impression-based campaigns can also help you gain more followers, which will increase views and increase engagement.
Consideration Ads on LinkedIn
Select Consider Ads if you want to identify potential customers who are already familiar with your brand.
These ads types are optimized to help advertisers achieve the following goals:
- Website Traffic: Get more exposure for your website and landing pages.
- Engagement: Encourage likes, comments, shares and visits to other social media platforms and websites.
- Video tour: Share your business story, latest product or a day in your life via video.
Conversion Ads on LinkedIn
If you're looking to generate leads or drive sales, consider using conversion ads.
You can help achieve three goals:
- Lead Generation: Generate leads on LinkedIn using forms pre-populated with LinkedIn profile data.
- Website Conversions: Motivate more website visitors to download an eBook, sign up for a newsletter, or buy a product.
- Job Seekers: Promote your company's latest job openings through job postings.
LinkedIn ads formats
To achieve your advertising goals, LinkedIn offers you 10 different ad formats to choose from.
This section breaks down each ad format and explains what you can achieve with each ad. We also share LinkedIn ad samples and ad specifications.
Carousel ads
LinkedIn carousel ads use a series of swipes to tell your brand story, showcase products or share insights. The key here is to use strong imagery to let your readers know more.
Goals: Brand awareness, website traffic, engagement, website conversions, and lead generation.
Specifications for LinkedIn Carousel Ads:
- Ad Name: Up to 255 characters
- Introductory text: up to 150 characters to avoid truncation on some devices (up to 255 characters total)
- Cards: 2 to 10 cards.
- Maximum file size: 10MB
- Maximum image size: 6012 x 6012 pixels
- Rich media formats: JPG, PNG, GIF (non-animated only)
- Each card has no more than two lines of title text
- Character limit: Ads to the destination URL are limited to 45 characters; ads with lead form CTAs are limited to 30 characters
Conversation Ads
Conversational ads offer viewers the opportunity to choose their own path (think of those who choose their own adventure book, but for the ad).
After starting the conversation, your audience can choose the answer that resonates with them the most. These ads allow you to showcase your products and services while encouraging registration for events or webinars.
Goals: Brand awareness, website traffic, engagement, website conversions, and lead generation.
Specifications for LinkedIn Conversational Ads:
- Ad Name: Up to 255 characters
- Banner ads (optional and for desktop only): up to 300 x 250 pixels. JPEG or PNG.
- Custom footer and terms and conditions (only): up to 2,500 characters
- Introductory information: up to 500 characters
- Image (optional): 250 x 250 pixels, JPEG or PNG
- CTA body: up to 25 characters
- CTA buttons per message: up to five buttons
- Message Body: Up to 500 characters
Follower Ads
Follower ads are dynamic ads tailored to your audience. These ads promote your LinkedIn Page to others in the hope that they will click the "Follow" button.
Goals: Brand awareness, website traffic, and engagement.
Ad Specifications for LinkedIn Followers:
- Ad Description: Up to 70 characters
- Title: Choose a preset option or enter up to 50 characters
- Company Name: Up to 25 characters
- Ad image: JPG or PNG preferably 100 x 100 pixels
Spotlight Ads
Spotlight ads highlight your products, services, content, and more. When members click on the ad, they are immediately taken to your landing page or website.
Like follower ads, these are another type of dynamic ads that use personalization to engage with your audience.
Goals: Brand awareness, website traffic, engagement, lead generation, and job applicants.
Specifications for LinkedIn Spotlight Ads:
- Ad Description: Up to 70 characters
- Ad headline: up to 50 characters
- Company Name: Up to 25 characters
- Image: JPG or PNG the preferred size is 100 x 100 pixels
- CTA: Up to 18 characters
- Custom background (optional): Must be exactly 300 x 250 pixels and no more than 2 MB
Job advertisement
LinkedIn job ads, also known as Work With Us ads, offer click-through rates 50 times higher than regular job ads. This is likely because these LinkedIn ads take advantage of the employee network and block other competitors' ability to show their ads on your employee's profile.
Objectives: Applicants and website visits.
Specifications for LinkedIn job postings:
- Company Name: Up to 25 characters
- Company logo: 100 x 100 pixels recommended
- Ad Title: Up to 70 characters or choose a preset title
- CTA: Custom text up to 44 characters; preset options available
Form of lead generation
Lead generation forms, short for lead generation forms, can be used in news ads and sponsored content to help you find more qualified leads.
For example, if you're hosting a webinar, you can connect a lead generation form to your CTA that automatically fills in your audience's profile information. After that, you can download your leads from LinkedIn's Ads Manager, or integrate LinkedIn into your own CRM.
LinkedIn Lead Generation Form Specifications:
- Table name: up to 256 characters
- Title: Up to 60 characters
- Details: Up to 70 characters to avoid truncation (up to 160 characters total)
- Privacy Policy Text (optional): Up to 2,000 characters
Message ads
More than one in two potential customers will open a messaging ad, making the format very attractive to advertisers.
This type of ad allows you to send a direct message to your audience's inbox, complete with a CTA.
Goals: Website visits, website conversions, lead generation.
LinkedIn Messages Ad Specifications:
- Message Subject: Up to 60 characters
- Copy of CTA button: up to 20 characters
- Message Body: Up to 1,500 characters
- Custom terms and conditions: up to 2,500 characters
- Banner creatives: JPEG, PNG, GIF (non-animated). Dimensions: 300x250 pixels
Single Image Ads
Single image ads appear on LinkedIn's homepage and look like regular content posts, except they're paid and specifically marked as "promotional" to distinguish them from other unpaid content. These ads contain only one image.
Goals: Brand awareness, website traffic, engagement, website conversions, lead generation and job seekers
LinkedIn Single Image Ad Specifications:
- Ad Name (optional): Up to 225 characters
- Introductory text: up to 150 characters
- Destination URL: The destination link can be up to 2,000 characters.
- Ad image: JPG, GIF, or PNG file no larger than 5 MB; maximum image size is 7680 x 7680 pixels.
- Title: Up to 70 characters to avoid truncation (but up to 200 characters can be used)
- Description: Up to 100 characters to avoid truncation ( but can use up to 300 characters )
Personal job advertisement
Individual job advertisements promote opportunities directly in your target audience's news feed. If you're struggling to find the perfect candidate or always seem to be in recruiting mode, these ads are for you.
It doesn't hurt that LinkedIn internal data shows that the average click-to-apply rate for these ads is 25% higher.
target: Job Application
Specifications for LinkedIn job postings:
- Ad Name: Up to 255 characters
- Introductory text: Up to 150 characters to avoid text truncation (up to 600 characters for desktop); any language required by law must appear here.
Text Ads
Text ads are easy to set up and work within your own budget. With 80% of B2B leads on social media coming from LinkedIn, text ads are especially attractive to those looking for B2B leads.
Goals: Brand awareness, website traffic, and website conversions.
LinkedIn Ad Specifications:
- Image: 100 x 100 pixels, JPG or PNG file no larger than 2 MB
- Title: Up to 25 characters
- Description: Up to 75 characters
video ads
Get creative with LinkedIn video ads, and you can encourage thought leadership, highlight customer experiences, launch new products, gain insight into company culture, and just about anything else you can think of. This is an opportunity to show, not tell, your brand's story.
Goal: Video Views
Specifications for LinkedIn Video Ads:
- Ad Name (optional): Up to 225 characters
- Introductory text (optional): up to 600 characters
- Video length: 3 seconds to 30 minutes (typically 15 seconds or less for efficient LinkedIn video ads)
- File size: 75 KB to 200 MB
- Frame rate: less than 30 frames per second
- Width: 640 to 1920 pixels
- Height: 360 to 1920 pixels
- Aspect ratio: 1.778 to 0.5652
How to Create a LinkedIn Ad in 9 Steps
Follow these steps to create your own LinkedIn ad:
Step 1: If you don't already have a LinkedIn page, create one
This is required to create sponsored content and sponsored message ads. If you need help setting up, check out our LinkedIn Business Guide.
Step 2: Sign in to Campaign Manager or create an account.
The Campaign Manager platform, also known as LinkedIn's Ads Manager, is where all your advertising campaigns, such as: B. Run campaigns and manage your budget.
Step 3: Choose your advertising goals
Think about what kind of action you want to inspire from your audience.
Step 4: Choose your target audience
First, you need to choose a location, then you can choose to add a job title, company name, industry, and personal or professional interests.
If this is your first event, LinkedIn recommends an audience size of at least 50,000 for sponsored content and text ads. For message ads, 15,000 is best.
You can also choose to connect with people you already know through Matched Audiences. You can do this by retargeting people who have visited your website or uploading a list of email contacts.
Step 5: Choose an ad format
Depending on the goals you choose, you can choose from sponsored content options (single image, carousel, or video ads), text ads, or news ads.
Step 6: Create a Budget and Timeline
Campaign Manager provides a budget range for your ideal audience based on other competing bids.
The first 2-4 weeks are generally considered a learning experience to see what works (or doesn't). For testing, LinkedIn recommends a daily budget of at least $100 or a monthly budget of $5,000.
Step 7: Start creating your ads
If you choose to use sponsored content or text ads, the campaign manager will share a preview so you can see what the ad will look like when it's finished. Using message ads, you can send yourself a test message.
Step 8: Provide payment information
Before showing your ad to the world, you must provide payment information. Once that's done, you're ready to go!
Step 9: Measure performance
When you log in to Campaign Manager, the first thing you see is the reporting dashboard for LinkedIn ads. Here you can view performance metrics, access graphs and demographics, or export a CSV report. This is also where you do conversion tracking.
Best Practices for LinkedIn Advertising
Last but not least, LinkedIn itself believes these standards are critical to creating successful advertising campaigns on the platform.
Find out your target audience
On LinkedIn, you must specify where in the world you would like to see your ad. Your desired location is actually the only required field when setting up your campaign. You can expand by naming just a country, state, or province, or you can refine and target audiences by city or metro area.
You can then further refine your target audience by company details (such as industry or company size), demographics, education, work experience, and interests.
A word of caution: LinkedIn does not recommend being too specific when targeting ads. If you're new to LinkedIn advertising, the first thing to try is to expand your network and stick to the three targeting aspects.
You can also run A/B testing campaigns with different targeting criteria, such as B. Skills and job titles to understand which audiences are more likely to connect with your brand.
Build your ad copy around a concise and clear call to action
LinkedIn ads should generally end with a clear CTA, usually in the form of a text button.
Your readers are busy. They need someone to guide them on exactly what to do next, or they might miss signing up for career-boosting webinars or buying new products that can make their lives easier. Just make sure your CTA aligns with the goals you originally chose.
Some valid CTAs are "Sign Up Now" or "Sign Up Now!".
Choose the right content
LinkedIn can improve your content to find the right audience, but it won't keep people glued to the screen.
Try the tips below to keep your audience captivated by every word you say.
Sponsored Content:
- Reuse content from your blog, website and social media channels.
- Use video, audio or other rich media elements.
- Build emotional connections by sharing stories that interest humans.
- Do more than share top news. Add your insights to showcase your brand's thought leadership.
Sponsored Messaging:
- Share blog posts, webinars, or industry trends and analysis if you're promoting branding considerations.
- If you are generating leads and trying to convert customers, promote product demos, tutorials and success stories, or promote an upcoming webinar or event.
Text Ads:
- Despite the names of these ads, you don't want to skip visual elements. Images are optional, but produce better results.
- Whenever possible, choose a profile picture instead of including objects or logos.
Video Ads:
- According to LinkedIn, videos under 30 seconds have a 200% increase in view completion rates, so keep it short and sweet.
- Design videos that play silently and add subtitles.
- Don't save the best for last. Viewer exits after the first 10 seconds.
Carousel Ads:
- Start with 3-5 cards and test adding more cards later.
- Create a content carousel that addresses similar topics, or break down large content into carousel cards.
- Use visual storytelling to engage your audience.
- Each carousel card description should include a CTA and a clear, direct message.
Dynamic Ads:
- Skip brevity and be as descriptive as possible in the headline and body of the main ad.
- Test the image layout before publishing.
- Add a clear message and CTA to each ad.
- Promote organic posts as sponsored content
Finally I say Thanks for Visiting!
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