LinkedIn ads can appear in various places on LinkedIn to reach your target audience. The main placements for LinkedIn ads include the LinkedIn homepage feed, LinkedIn messaging, the LinkedIn search results page, and other various pages on LinkedIn.
LinkedIn Homepage Feed
The LinkedIn homepage feed is one of the most common places for LinkedIn ads to appear. When members log into LinkedIn and scroll through their feed, they may see multiple ads interspersed between organic posts.
There are two main types of ads that can appear in the LinkedIn feed:
- Sponsored Content – These are in-feed ads that look similar to regular posts. They may contain text, images, video, and a call-to-action button.
- Direct Sponsored Content – These in-feed ads only contain a headline, image/video, and call-to-action button directing users to a destination URL.
In-feed ads are attention grabbing and can help drive visitors to your site, amplify content, and increase brand awareness. You pay for Sponsored Content ads on a cost-per-click (CPC) basis.
LinkedIn Messaging
In addition to the feed, LinkedIn ads can also appear within LinkedIn messaging. There are two main messaging ad formats:
- Sponsored InMail – These are customized emails you can send directly to LinkedIn members matching your target audience criteria. They have high visibility and open rates compared to regular messages.
- Conversation Ads – These are sponsored messages that appear when users try to send someone a message who they are not connected to. You can include rich media and users can respond directly to the ad message.
Messaging ads enable you to reach LinkedIn members directly with targeted, personalized messages. You are charged on a cost-per-send or cost-per-click basis.
LinkedIn Search Results
LinkedIn search ads show up prominently when people search on LinkedIn, both on desktop and mobile. There are two main formats for search ads:
- Text Ads – These are simple text-based ads with a headline, description, and display URL that show up at the top and side of search results.
- Dynamic Ads – These ads pull in profile images, company logos, and customdescriptions tailored to the searcher’s profile and search term.
Search ads are charged on a cost-per-click basis and help you get your brand and content in front of relevant, intent-driven audiences actively searching for topics related to your business.
Other LinkedIn Pages
In addition to the LinkedIn homepage feed, messaging, and search, ads can also appear on other various pages throughout LinkedIn, including:
- LinkedIn Groups – Sponsored posts can appear within LinkedIn Groups related to your target audience.
- Profiles – Sponsored profile badges can showcase your LinkedIn Company or Showcase Page.
- Recommended – Native “Suggested Post” ads may appear on the right rail alongside recommended content and profiles.
- Job Postings – Sponsored job ads can appear at the top of search results for relevant job listings.
Advertising on these other LinkedIn pages allows you to reach your audience as they engage in various actions across the platform.
Ad Targeting Options
One of the key benefits of LinkedIn advertising is the ability to target your ads to a very specific audience. Here are some of the main ways you can target LinkedIn ads:
- Location
- Age
- Gender
- Job Title
- Job Function
- Company
- Industry
- Seniority Level
- Groups and Interests
- Skills
- Degrees
- Schools
Advanced targeting options are also available, including the ability to create combined audiences using Boolean logic and upload custom contact lists.
Ad Formats
LinkedIn supports a variety of ad formats to help you achieve your marketing objectives:
| Ad Format | Description |
|---|---|
| Sponsored Content | In-feed ads that look like regular posts |
| Dynamic Ads | Ads with dynamically generated content |
| Sponsored InMail | Customized direct messages to LinkedIn members |
| Text Ads | Text-based ads for search results |
| Conversation Ads | Sponsored messages for non-connected users |
| Sponsored Content for Groups | In-feed ads targeted to Group members |
| Display Ads | Banner ads on LinkedIn pages |
Each ad format is designed to help you connect with professionals and achieve specific marketing goals.
Ad Metrics and Reporting
LinkedIn provides robust metrics and reporting to help you optimize your ad campaigns. Some key metrics you can track include:
- Impressions
- Clicks
- Click-through rate
- Cost-per-click
- Conversions
- Conversion rate
- Cost-per-conversion
You can break down metrics by time period, ad type, creative, audience, and more. LinkedIn’s reporting tools help you identify top-performing ads and fine-tune targeting for improved results.
Best Practices for LinkedIn Ads
To maximize LinkedIn advertising results, keep these best practices in mind:
- Define your goals and target audience clearly
- Write compelling ad copy with a strong call-to-action
- Design professional, high-quality ad creatives
- Set an appropriate budget and bid amounts
- Analyze performance data frequently and optimize
- Write targeted messages for InMail ads
- Test different placements, formats, creatives, and audiences
- Ensure your ad leads to a relevant landing page
Conclusion
In summary, LinkedIn ads can appear throughout LinkedIn’s desktop and mobile interfaces in the feed, messaging, search, profiles, groups, jobs, and on various other pages. You can target your ads very precisely to reach your ideal audiences. A variety of ad formats are available to achieve goals ranging from brand awareness to lead generation. Understanding where LinkedIn ads appear and how they work can help maximize your investment and achieve stellar results.
