Understanding the capabilities of LinkedIn ads formats can enhance the success of your marketing strategy.
Should You Advertise on LinkedIn?
Many companies worry that they won’t be a fit for LinkedIn. Although LinkedIn advertising is not for everyone, B2Bs and professional companies comprising employed adults and career seekers do well on the platform. Furthermore, LinkedIn has exceptional benefits for professional industry players with services or products catering to working adults.
Usually, people who the LinkedIn platform attracts include those looking to take a quick break from work without logging in to Facebook, looking for career advancement, or industry improvement. So, before deciding if LinkedIn advertising is good for your company, look at who the platform attracts. Then, consider if your product or service is a good fit for any of them. LinkedIn is an excellent fit for you if your product resonates with them.
LinkedIn Ads Types
#1 – Text and Display Ads
The text and display ads on LinkedIn is similar to Google PPC ad. The only difference is that each ad has an image. These ads pop up everywhere except in the news feeds. They display in people’s inboxes and on LinkedIn’s homepage side and bottom.
LinkedIn targeting is especially beneficial for B2Bs. For example, you can target ads displayed to specific companies you want to sell to or key decision-makers for better sales.
#2 – Sponsored Content
A limitation of LinkedIn text ads is that they don’t display in the news feeds. But sponsored content beats this limitation. LinkedIn-sponsored content is similar to Facebook’s boosted or sponsored posts. When you use the sponsored content feature, the ad appears on the feed of your chosen audience. Usually, this ad has “sponsored” as a small label under the title.
#3 – Premium Display Advertising
LinkedIn’s premium display advertising is advisable if you need a better-suited audience. This LinkedIn ad format is great for digital marketing agencies with LinkedIn advertising experience and experience knowing what to do to get the best ROI from the ads.
Premium display ads cost a little more than other ads. So, you have to ensure hyper-specific targeting. In addition, premium display ads show on the side banners on LinkedIn or in the horizontal banners of LinkedIn’s homepage top and bottom. Usually, these ads show in full color.
#4 – InMail Ads
LinkedIn also offers InMail advertising. This ad type is a powerful tool for B2Bs actively working and engaging others on the platform. InMail ads are intuitive and allow you to email any 500 million LinkedIn users directly.
Furthermore, InMail ads look like actual emails. So, using them puts a personal touch on the connection between you and your target audience.
Fortunately, InMail ads have a few catches. You can create an ad about anything you want. But, it is essential to note that LinkedIn limits the number of InMail ads users can receive to one every 60 days. As a result, you are sure that if users receive your InMail, they are not fatigued by hundreds of other InMail ads. So, they are more likely to focus on your offer.
#5 – Follow Company Ads
Follow company ads are an excellent investment for companies new to LinkedIn and looking to build their organic following. These ads are similar to Facebook’s campaigns, and they show in users’ news feeds, encouraging your audience to follow your company.
It is essential to have quality content for your follow company ads. Otherwise, people won’t be willing to follow you. Your digital marketing team can help bulk up your platform with quality posts, articles, and shares if you are new to LinkedIn. It is best to do this before using the follow company ad feature.
It is essential to note that people are more likely to follow your company if you provide helpful content.
Every social media platform has its audience. So, LinkedIn is not the platform for every company. Nevertheless, if your target audience is more likely to use LinkedIn, the platform has excellent campaign opportunities. In addition, you can create quality ad sets if you have a digital marketing or outbound marketing team.