If your company is dedicated to B2B or offers attractive services for professionals, advertising on LinkedIn is your site. But if we compare it with other options such as Facebook Ads, we see that it is still a relatively little known solution in the world of advertising.
LinkedIn is the world’s largest professional network, with 645 million registered users ( LinkedIn, 2020 ) in more than 200 countries.
Do you want to access this entire audience with effective LinkedIn advertising? Keep reading!
Text Ads
Text ads are the most basic option to start advertising your company on LinkedIn. Its main elements are the image, the title, and the description; from there, you can choose between various formats.
Text ads may appear in different places on LinkedIn, for example at the top of the page or in the right column. To attract the attention of your audience and achieve conversions, it is essential to use clear and direct language, choose an attractive image and optimize the headline as much as possible.
Sponsored InMail Messages
InMail messages work like LinkedIn private mail. This advertising option allows you to send messages to segmented users through the LinkedIn email client (LinkedIn Messenger).
A very interesting feature of sponsored InMail messages is that users only receive them if they are active on LinkedIn, which increases the chances of success. To make them work, try to personalize the message as much as possible, be concise and make the call to action very clear.
Sponsored Content
Sponsored content allows you to share content on your company page and promote it to a targeted audience to increase the audience. Promoted content will appear in the home page feed (on all devices) and on the right side of the home page (on desktop computers).
This option is excellent for expanding the reach of news about your company, promotions or other relevant content. Plus, it’s not limited to just text articles, you can also include SlideShare presentations and, as of October 2017, video ads.
Video ads have a prominent presence in the news feed and have an option call button that remains active for the entire length of the video’s playback, maximizing the chances of generating leads.
Display Ads
This advertising format on LinkedIn is geared towards programmatic buying, meaning that you can purchase these ads through advertising platforms and private or public auctions.
Display ads offer a more attractive format than classic text ads, with large images and the possibility of including videos and audios. It is an option to consider if you are looking to attract the attention of users in the early stages of the conversion funnel.
These ads are placed only on the most trafficked pages on LinkedIn, a prime location for faster views and results.
Dynamic Ads
Last but not least, dynamic ads are a form of advertising on LinkedIn whose content is generated dynamically based on the activity and profile of the audience. For example, if LinkedIn detects that a user is looking for a job in your sector, it can show them the offer that suits their characteristics.
Dynamic ads include advertiser-designed copy and calls to action and incorporate dynamically generated images from members’ profiles. They are a great way to get attention, establish new relationships, and attract subscribers to your company page.
