LinkedIn is a social media platform focused on professional networking and career development. With over 800 million members worldwide, it’s one of the largest professional networks on the internet. LinkedIn advertising provides a powerful way for brands to reach and engage with LinkedIn’s highly valuable B2B audience. But with multiple ad formats and objectives available, choosing the right LinkedIn ads can be challenging.
In this article, we’ll explore which LinkedIn ad formats tend to perform best for most advertisers. We’ll cover the benefits and ideal use cases of each ad type. We’ll also provide tips to help you optimize your LinkedIn ads for better results.
Sponsored Content
Sponsored Content ads (also known as Sponsored Updates) allow you to publish customized feed posts that appear in the LinkedIn feed. These ads look and function just like regular organic posts.
Here are some key benefits of Sponsored Content ads on LinkedIn:
– Native ad format leads to high click-through rates. Research shows native ads generate higher CTRs compared to banner ads.
– Appears in the LinkedIn feed for high visibility. This placement puts your ads right where LinkedIn users spend their time.
– Flexible targeting options. You can target by location, company, industry, job title, interests, and more.
– Useful for brand building and awareness campaigns. The native format drives brand engagement rather than hard sells.
Sponsored Content is ideal for:
– Brand awareness and consideration campaigns
– Promoting thought leadership content
– Driving traffic to your site or blog
– Engaging cold audiences that may not be familiar with your brand
To optimize Sponsored Content campaigns:
– Test different headlines, images, text, and calls-to-action
– Target by job role and seniority for the most relevant reach
– Share valuable insights and thought leadership content
– Split test ad variations to identify what resonates most
Sponsored InMail
Sponsored InMail enables you to send customized messages directly to LinkedIn members’ inboxes. Some benefits include:
– Direct access to LinkedIn members for high open and response rates
– Messages are sent one-to-one for a personalized approach
– Useful for campaigns focused on leads and conversions
– Flexible segmentation options by job role, company, etc
Sponsored InMail works well for:
– Lead generation campaigns
– Reaching decision makers and power influencers
– Promoting offers, trials, or demos
– Driving registrations and conversions
Tips for optimizing Sponsored InMails:
– Personalize messages using member data like first name, company, title
– Test different subject lines for optimal open rates
– Focus on concise copy that communicates value
– Monitor open and click-through rates to refine targeting
– Set a specific and trackable call-to-action
Text Ads
Text ads on LinkedIn allow you to display customized copy, headlines, and call-to-action buttons. Some of the key benefits include:
– Can target by job title and seniority for very specific B2B targeting
– Appear on the right rail next to organic content for visibility
– Useful for lower-funnel goals like clicks, lead gen, and direct conversions
Text ads work well for:
– Promoting offers, trials, or demos
– Driving clicks to landing pages
– Generating quality leads from warm audiences
– Remarketing to LinkedIn visitors
– Promoting webinars, events, and gated content
To optimize text ads:
– A/B test ad copy and design variations
– Refine targeting over time for improving CTR and conversions
– Use dynamic ads to serve personalized ads based on member data
– Add an image for higher CTRs
– Measure and optimize for successful conversions
Dynamic Ads
Dynamic ads allow you to serve highly personalized and relevant ads by automatically pulling in member data and information from your website. Some benefits of dynamic ads include:
– Each ad is customized for the viewer for greater relevance
– Continuously optimizes based on performance over time
– Automates ad copywriting and ad creation
– Advanced targeting options by company, job role, and activity
Dynamic ads work well for:
– Remarketing website visitors
– Promoting recent site content
– Driving conversions for contacts or leads
– Audience expansion to similar targets
– Automating and scaling LinkedIn ads
Tips for success with LinkedIn dynamic ads:
– Make sure website tags are implemented properly
– Test across different audience segments and content types
– Use compelling and personalized ad copy and assets
– Monitor performance indicators beyond just CTRs
– Use in combination with other LinkedIn ad types
Message Ads
Message ads enable advertisers to promote engagement with Sponsored InMail via text ads. Benefits of this hybrid ad include:
– Combines Sponsored InMail with the targeting of text ads
– Higher visibility than InMail with lower delivery costs
– Useful for driving lead generation via personalized messaging
Ideal uses cases for Message ads include:
– Promoting demo sign ups or content offers
– Driving registrations for webinars or events
– Lead nurturing and engagement campaigns
– Limited time special offers or promotions
Best practices for Message ads include:
– Personalizing the InMail content using merge tags
– Targeting by company size, industry, job role and engagement
– Testing concise, benefit-focused subject lines
– Following up InMail clicks with tailored landing pages
– Monitoring InMail open and CTR rates
Choosing the Right LinkedIn Ads
The most effective LinkedIn ad strategy often incorporates multiple formats based on campaign objectives and stages. Here are some best practices for choosing the right ads:
Top of Funnel Brand Awareness
Use Sponsored Content for thought leadership and Sponsored InMail to engage decision makers.
Mid Funnel Consideration & Engagement
Leverage dynamic ads, message ads, and text ads focused on your products or services.
Bottom Funnel Conversions
Combine targeted text ads with Sponsored InMail for promotions and offers.
Test different ad types against your KPIs. Evaluate performance indicators like click-through rate, cost per lead, and return on ad spend.
Build audiences targeted by job role, seniority, company size, etc. Optimize landing pages by ad source.
Monitor, iterate, and refine your LinkedIn ads over time for improved results.
Top LinkedIn Ad Formats By Objective
The best LinkedIn ad formats vary based on your campaign goals and KPIs.
Lead Generation
Ad Format | Pros | Cons |
Sponsored InMail | – Direct access and visibility into the inbox – Strong CTRs and conversion rates – Highly customizable |
– Limited reach and frequency – Restricted targeting capabilities |
Dynamic Ads | – Personalized for each viewer – Optimizes automatically based on performance – Scales easily |
– Requires website setup and tags – Limited customization |
Message Ads | – Combines InMail with text ad targeting – Cost effective way to send InMails – Trackable calls-to-action |
– Easy to be perceived as promotional – Limited message personalization |
For bottom funnel lead generation, combining Sponsored InMails and Message Ads can be highly effective. Use dynamic ads to scale your reach.
Website Traffic
Ad Format | Pros | Cons |
Sponsored Content | – Native format drives clicks – High visibility in the LinkedIn feed |
– Optimizing for traffic can be expensive – MAX_CLICKS bid strategy may cannibalize conversion bids |
Dynamic Ads | – Continually optimizes for best performing content – Expands reach beyond existing audiences |
– Requires website setup and tags – Can take time to optimize fully |
Text Ads | – Flexible ad copy, headline and image options – Low cost per click |
– Smaller display size – Limited personalization |
For driving lower-funnel site traffic, combination of text ads and dynamic remarketing can be very effective. Test Sponsored Content carefully.
Brand Awareness & Reach
Ad Format | Pros | Cons |
Sponsored Content | – Native format builds awareness – Broad reach in the LinkedIn feed |
– Harder to track branding impact – Can be expensive to reach mass audiences |
Dynamic Ads | – Expands reach through lookalike audiences – Automated optimization |
– Requires website setup and tags – Limited brand customization |
Text Ads | – Cost effective CPM bidding – Flexible targeting options |
– Smaller ad size for limited impact – Less visibility than feed placements |
For wide reach and brand lift, Sponsored Content combined with lookalike targeting is recommended. Measure brand impact through surveys and lift studies.
Tips For Optimizing LinkedIn Ads
Here are some top recommendations to drive better LinkedIn advertising results:
Target by Job Title, Seniority, and Company
Leverage LinkedIn’s accurate B2B data to reach your ideal roles at relevant companies.
Personalize Ads and Messaging
Use member data like name, company, and position to boost engagement.
Test Ad Variations
Run A/B tests of ad messaging, visuals, offers, and calls-to-action.
Measure Conversions
Track clicks, form fills, content downloads, purchases, and beyond.
Analyze Results
Review metrics like CTR, conversion rate, CPL, and ROI. Tweak targeting, bids, and creative based on insights.
Refine and Improve Over Time
LinkedIn optimization is always ongoing. Leverage what works and continuously refine.
Conclusion
With a measured, data-driven approach, LinkedIn advertising can deliver significant benefits for B2B brands. Combining multiple ad types and continual optimization based on performance analytics are key for success. Sponsored InMail, Dynamic Ads, and Sponsored Content tend to deliver strong results for objectives like lead generation, website traffic, and brand awareness. But the ideal formats depend on your specific goals, audiences, and offers. Approach LinkedIn ads as an ongoing optimization cycle, and you’ll see the high value this channel can bring to B2B marketing and sales.