LinkedIn is the world’s largest professional network with over 850 million members worldwide. As such, it offers advertisers a unique opportunity to target B2B audiences. There are several different types of LinkedIn ads available to help businesses achieve their marketing goals on the platform. In this comprehensive guide, we will explore the main categories of LinkedIn ads and the different ad formats and placements within each category. Understanding the options available will allow you to create a targeted LinkedIn ads strategy.
LinkedIn Sponsored Content
Sponsored Content refers to native ad formats on LinkedIn that allow you to publish branded content directly into the LinkedIn feed. This content then has the potential to be displayed in the feeds of your target audience. There are three main Sponsored Content formats:
Sponsored Articles
Sponsored Articles enable you to publish long-form articles natively within the LinkedIn feed. They appear in the same format as regular LinkedIn posts. You can include images, videos, hashtags, @mentions, and up to 700 characters of text in your Sponsored Article. This format is ideal for thought leadership content or educating your audience about your products/services.
Sponsored Video
As the name suggests, Sponsored Video allows you to publish video content directly into the LinkedIn feed. Videos can be up to 10 minutes long and play natively in the LinkedIn mobile app or desktop site. This is a great tactic for demonstrating products, thought leadership content, company culture videos, or video testimonials.
Sponsored Message
Sponsored Messages enable you to publish snappy text-based updates aimed at starting conversations with your audience. They have a 100 character text limit so are designed for short, engaging messages that elicit responses. This works well for starting discussions, promoting events, or sharing news announcements.
Text Ads
LinkedIn Text Ads appear in the right-hand column next to the LinkedIn feed on desktop and within the feed on mobile. They contain a short headline, description text, and a call-to-action button. Text ads are designed to drive traffic to your website or landing pages by targeting keywords related to your business. There are two main Text Ad formats:
Standard Text Ads
Standard Text Ads can target members based on their profile data, interests, company information, and more. You create groups of target audience members and then display relevant ads to them.
Dynamic Text Ads
Dynamic Text Ads automatically pull the headline and ad copy from the landing page you are promoting. All you need to input is the landing page URL and ad targeting. The ad then dynamically generates based on the content of the landing page.
Sponsored InMail
Sponsored InMail allows you to send targeted direct messages to LinkedIn members matching your ideal customer persona. InMail messages appear in the LinkedIn messaging section and have open and response rates that are significantly higher than email. There are two main Sponsored InMail options:
Single InMail
With Single InMail, you manually choose the exact members you wish to message based on their profile data and activity. You can send InMails to up to 30,000 recipients per month.
InMail Campaigns
InMail Campaigns enable you to create customized segments of members matching attributes like seniority, job function, company size, and interests. Your InMail is then automatically sent to all members of that audience. You can send up to 3,000 InMails per day with campaigns.
Dynamic Ads
LinkedIn Dynamic Ads (LDA) leverage the LinkedIn platform to automatically generate and optimize highly targeted ads for each member based on their profile data, activity, and other inputs. There are two main types of LinkedIn Dynamic Ads.
LinkedIn Audience Network
The LinkedIn Audience Network allows you to target audiences on LinkedIn by uploading customer data like email addresses or company names. LDA will then find matches on LinkedIn and serve ads to those audience members when they are most active.
Matched Audiences
Matched Audiences enables you to create targeted segments based on factors like company, job role, interests, and member activity. LDA will then serve relevant ads to members of that audience when they are on LinkedIn.
Programmatic Display Ads
LinkedIn Programmatic Display Ads leverage real-time automation to allow for advanced audience targeting and optimization. They are purchased through LinkedIn ad auctions and come in a variety of formats.
Banner Ads
Banner Ads are rectangular image or video ads that appear in the right-hand column of LinkedIn on desktop. You can target these banner ads by audience, keywords, interests, and placements.
Text Ads
In addition to directly managed Text Ads, you can also buy Text Ads programmatically on LinkedIn. This allows for more automation in targeting and optimization.
Dynamic Ads
As referenced above, LDA can be purchased directly or programmatically. The programmatic method allows you to leverage the power of automation for optimizing your LinkedIn advertising campaigns.
Lead Gen Forms
LinkedIn Lead Gen Forms enable you to collect lead information directly within the LinkedIn platform. LinkedIn members can fill out customized forms to download gated content without leaving the site. Their completed form is then sent to you as a new lead.
Message Ads
Message Ads are customized messages that allow you to establish one-to-one conversations with LinkedIn members. When someone clicks your Message Ad, they have the option to send you a private message via the LinkedIn messaging platform.
Text Ad Placements
In addition to the various Text Ad formats, you also have options when it comes to placement. Text Ads can be displayed in the LinkedIn feed or in the right-hand column depending on your campaign objectives.
Feed Ads
Feed ads appear within the main LinkedIn feed mixed between organic posts. They are optimized for engagement as they appear directly in members’ feeds.
Right-hand column
Right-hand column ads appear along the right side of LinkedIn on desktop. They are optimized for clicks and driving traffic as they are highly visible.
Retargeting Ads
LinkedIn Retargeting helps you reconnect with prospects who have previously visited your website or landing pages. It enables you to continue nurturing leads by serving ads to move them further down the funnel.
Awareness Stage Opportunities
Certain LinkedIn ad formats are better suited for certain stages of the marketing funnel. During the awareness stage when you are trying to build brand and create interest, the following are solid options:
– Sponsored Content – Build credibility through thought leadership
– Message Ads – Start one-to-one conversations
– Sponsored InMail – Reach your audience directly in their inbox
– Banner Ads – Broad awareness and reach
Consideration Stage Opportunities
Once prospects are aware of your brand, LinkedIn ads can then help move them into the consideration stage where they research solutions and compare options. Good formats for this include:
– Dynamic Ads – Serve relevant and personalized ads
– Text Ads – Share value prop and lead to gated content
– Lead Gen Forms – Allow prospects to raise their hand
– Retargeting Ads – Remind prospects to convert
Decision Stage Opportunities
To drive leads and conversion, the following LinkedIn ads work well during the final decision stage:
– Message Ads – Last chance to connect 1:1 with leads
– Text Ads – Drive urgency with offers and calls-to-action
– Sponsored InMail – Directly ask for the business
– Retargeting Ads – Get prospects to take action
– Lead Gen Forms – Make it easy for prospects to convert
Conclusion
To summarize, there are a wide variety of LinkedIn ad formats and placements available to help you achieve your marketing objectives. Sponsored Content and Text Ads are useful for brand building and awareness. Dynamic Ads, Lead Gen Forms, and Message Ads help drive conversions. And you can choose feed or right-hand column placements based on campaign goals. Developing a strategic LinkedIn ads plan using the various options covered will help maximize your ROI.