For a long time, LinkedIn was perceived to be just a platform where people could share their CV’s and plan their next career moves, but many people have begun to realise that it can be used for so much more.

Microsoft was one of the first to notice LinkedIn’s potential, officially acquiring LinkedIn in 2016 for $26.2 million, in what was one of the largest social media deals in history.

Since then, LinkedIn has gone from strength to strength, by introducing new ad formats, allowing brands to advertise themselves in exciting and innovative ways.

Whilst Facebook, Twitter, and Instagram have been grabbing headlines – often for the wrong reasons – LinkedIn has been quietly working away, expanding its user base to over 690 million.

It may have been once true that LinkedIn was used for its resume and job searching capabilities. Twenty years on, it has become a thriving network of incredible content, influencers, and network opportunities that are simply unmatched by the other social media platforms.

What is LinkedIn Ads?

LinkedIn has become a powerful force in B2B advertising, giving marketers a unique opportunity to connect with business professionals all across the globe.

But LinkedIn Ads aren’t just used by B2B companies; they can also be used by B2C companies, non-profits, universities, and any other type of organisation that may wish to use LinkedIn to promote themselves and their service.

As the name suggests, LinkedIn ads are paid ads that are shared on LinkedIn. It involves using digital tools to create and share high-quality content through a range of formats, which we will delve into below.

Single Image Ads.

Single image ads are a sponsored content ad format meaning that they will appear directly in the LinkedIn feed of your target audience, whether that be on desktop or mobile. 

As you might be able to infer from the name, these ads include one image accompanied by some introductory text and a headline.

Once done, you will be able to measure the performance of your ad campaign with engagement metrics. You will also be able to learn more about your audience with demographic reporting. This is something that you will be able to do with all of the following ads as well.

This ad format can be used for a variety of objective-based advertising campaigns, including:

  • Brand awareness
  • Website visits
  • Increasing engagement
  • Lead generation
  • Website conversions
  • Job applicants

Carousel Ads.

You may have seen these types of ads on other social media platforms. Carousel ads allow you to tell an interactive story with a swipeable series of cards in the LinkedIn feeds.

This ad format is great for:

  • Brand awareness
  • Website visits
  • Lead generation

Text Ads.

Text ads are simple ads served on the right-hand side or top of the LinkedIn desktop feed. They are usually made up of a compelling headline, a brief description, and you can also include an image, but this is entirely optional. 

These ads are very easy to set up, meaning you can start reaching your target audience within a matter of minutes.

This ad format can be used for:

  • Brand awareness
  • Website visits
  • Lead generation

Dynamic Ads.

Dynamic ads are a particularly exciting and innovative type of advertisement.

Dynamic ads are personalized ads tailored to each member based on their own LinkedIn profile data, such as profile photo, company name, or job title.

Dynamic ads support all levels of full-funnel marketing. These ad formats can be used with a variety of objective-based advertising options, including:

  • Brand awareness
  • Website visits
  • Increasing engagement
  • Job applicants

Sponsored Messaging.

Chances are that, when you have logged into LinkedIn, you have received a little message pop up from someone wanting to speak to you. These are sponsored messages and there are two types.

The first is message ads, where you can send a direct message to your audience to spark immediate action from them.

The second is conversation ads where you can offer a unique experience to your audience through a choose-your-own-path experience.

Whichever of these two ad formats you choose, they are both great for:

  • Brand awareness
  • Website visits
  • Increasing engagement
  • Job applicants

Are you ready to use LinkedIn Ads?

Is your business using LinkedIn to its fullest potential? If not, you should consider incorporating LinkedIn Ads into your marketing strategy.

A shrewd LinkedIn marketing strategy can help you build brand awareness, increase website traffic, generate quality leads, and establish yourself as an industry leader.