How to choose the right LinkedIn Ads product based on your marketing objective?

October 17, 2018 | By | Live Chat, Marketing
Tips to Choose the Right LinkedIn Ads

LinkedIn is one of the oldest online marketing platforms and definitely one of the most effective ones for B2B marketing. With 18 million companies active on LinkedIn, the fact that this platform has huge opportunities for your business is a no-brainer. But, let’s be honest, not everyone is equipped with the knowledge of how to leverage LinkedIn for lead generation, brand awareness, website traffic or reach. A lot of B2B marketers struggle with selecting the right Linkedin Ads product based on their marketing strategy. Instead of focusing on the right LinkedIn Ads product based on their marketing goal, they dabble with too many or too few of the available LinkedIn Ads products thus falling behind in their marketing KPIs.

The first thing to remember about LinkedIn (or any online marketing effort) is that a long-term commitment is essential. Don’t expect overnight results and be prepared to invest time, energy and money for the long haul.

Before we jump into the technicalities, here are some stats & facts to consider:

  • 90% of social media marketers use LinkedIn to distribute content.
  • Executives from all Fortune 500 companies are members on LinkedIn.
  • One survey found that 76 percent of business executives check their LinkedIn accounts every day!
  • LinkedIn has over 500 million users.
  • 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions.
  • LinkedIn is the most-used social media platform amongst Fortune 500 companies.

Here is a quick guide on how to select the best LinkedIn Ads Product based on your current marketing objectives:

1. Linkedin Sponsored Content Ads for Brand Awareness

If your primary marketing objective is to build brand awareness then sponsored Ads are the right way to go.  You can use existing video content or static creatives with the messaging targeted to your audience; this not only helps you build brand awareness, but it also benefits your sales cycle by nurturing important customer relationships. Sponsored content ads allow you to run native ads on the LinkedIn newsfeed across mobile and desktop. The advantage here is that you can target a niche audience that you want to do business with. You can measure campaign performance with engagement metrics and get deeper insights about your audience with demographic reporting. You can also sponsor content that leads back to a particular blog on your website or a customized landing page that encourages an immediate action. Make sure that the landing page is well-designed with a clear call-to-action to leverage the benefit of this ad to the fullest extent.

Some tips to keep in mind when creating sponsored content:

  • Ensure the descriptions are less than 70 characters since anything over 100 characters will be cut short on desktop devices.
  • Write concise headlines not more than 150 characters long to ensure better engagement.
  • Don’t forget to add a call to action to ensure users know where to get more info.
  • Choose the right criteria for targeting. While you want to ensure your content gets in front of the right audience, don’t be too narrow in your targeting.

Here is an example of what a Sponsored Content Ad would look like:

Sponsored LinkedIn Update


2. Linkedin Sponsored Inmail for Lead Generation

If your main marketing goal is to generate leads such as registrations to an event, conference or even to sell your latest service or product, then sponsored inmails are the right option.

These carefully constructed email messages are a great way to land directly in your prospects LinkedIn inbox. You can easily target audiences via relevant and engaging content delivered through LinkedIn messenger. LinkedIn’s responsive design ensures that the CTA button is clearly visible whether viewed on mobile or desktop. This LinkedIn tactic can help to improve registration rates for events, webinars or conferences via personalized invites. It also helps to increase conversions with targeted content that promotes services or products.

Thanks to the A/B testing feature you can try out different communication styles and determine which one is performing better. If you have a new offer or sale that you want to promote then inmails give you the opportunity to engage directly with audience members.

If your objective is to improve brand awareness or reach then you can simply link to white papers or e-books which can be downloaded by the user.

Here is an example of what a Sponsored LinkedIn Inmail would look like:

LinkedIn Inmail

3. Linkedin Display Ads to Drive Traffic

When your goal is to drive targeted traffic to your website or a landing page LinkedIn Display Ads are one of the best options available. Given that LinkedIn’s user base consists entirely of professionals (as opposed to other social media platforms) it ensures that your message is seen by the right people who have a real interest in what you have to offer.

Also, if you want to deliver your message across LinkedIn in the most cost-effective way then LinkedIn Display Ads are the ideal choice. You can choose between Programmatic Display Ads, Dynamic Ads, and Text Ads. These ads will be positioned on exclusive high-traffic LinkedIn Pages, ensuring your content gets in front of a select group of people. Advertisers have the option of using their own or third-party data to programmatically reach users. Furthermore, the audience can be segmented based on professions or size of the company and you can retarget website visitors, CRM contacts or similar audiences.

  • Programmatic Ads use LinkedIn’s exclusive professional targeting to programmatically reach the audiences that are most relevant to your business.
  • Dynamic Ads allow you to create personalized ads featuring each professional’s own LinkedIn profile data, like the photo, company name, job title, and more.
  • Text Ads allow you to select the professional audience that you want to target and the pay per click/impression feature ensures you only pay for the ads that work. Furthermore, the conversion tracking tool helps you keep tabs on the number of leads you’re getting from the ads.

In conclusion:

LinkedIn can be a very powerful tool to communicate with and convert prospects but always remember to select the right LinkedIn Ads product based on your goals or objectives. As described above the kind of LinkedIn ads product you select is largely based on what you’re trying to accomplish, thus it is essential to understand both short-term and long-term marketing goals before investing time and money into this marketing strategy.

Shobhit Patil
Co-Founder & CMO at Commversion UK Ltd.

Read Shobhit's articles and profile.