LinkedIn Ads are a type of online advertising that allows businesses to promote their products or services on the LinkedIn platform. These ads can be targeted to specific audiences based on various criteria like job title, industry, company size, location, and more.
LinkedIn Ads started gaining hype around 2017 when LinkedIn introduced several new features and updates to its advertising platform. This included new targeting options, ad formats, and reporting capabilities. Additionally, LinkedIn’s acquisition by Microsoft in 2016 brought more resources and technology to the platform, making it an even more attractive advertising option for businesses.
Since then, LinkedIn Ads have continued to evolve and improve, offering businesses a unique opportunity to reach a highly engaged audience of professionals and decision-makers. As a result, more and more businesses have started using LinkedIn Ads as part of their overall marketing strategy, contributing to the continued hype and growth of the platform.
LinkedIn offers several types of ads that businesses can use to reach their target audience.
Here’s a brief explanation of each type:
Sponsored Content – These ads appear in the LinkedIn feed and look like regular posts. They can include text, images, videos, and links to your website. Sponsored Content can be targeted to specific demographics, such as job titles or industries. Example: A software company promoting a new product launch to IT managers.
Sponsored InMail – These ads are sent directly to a user’s LinkedIn inbox. They can include personalized messages, links, and call-to-actions. Sponsored InMail can be targeted to specific job titles or groups. Example: A recruiting firm sends a message to potential candidates about a job opening.
Text Ads – These ads are simple, text-only ads that appear on the right-hand side of the LinkedIn feed. They can be targeted by location, job title, and industry. Example: A financial planning firm promoting its services to LinkedIn users in the finance industry.
Dynamic Ads – These ads are personalized to the user and can include the user’s profile picture and name. They can be used for job postings, event invitations, or content promotion. Example: A tech company using dynamic ads to promote a new job opening to people who have previously visited their careers page.
Display Ads – These ads are visually rich and can include images, videos, and animations. They can be placed on the LinkedIn homepage or in the user’s feed. Display ads can be targeted by job title, industry, and location. Example: A fashion brand promoting its new clothing line to LinkedIn users in the fashion industry.
Sponsored content is a type of advertising where a brand pays to create or promote content that appears on a third-party platform. The content is designed to look and feel like the regular content on the platform but is created to promote a brand, product, or service.
Here’s how they work
Finding the right platform
Brands need to identify the right platform for their sponsored content. This could be a social media platform like Instagram or Facebook, a publisher like BuzzFeed or The New York Times, or even a podcast.
Defining the target audience
Brands should have a clear understanding of their target audience, including demographics, interests, and behavior. This information will help them create content that resonates with their audience.
Creating the content
The brand will create the sponsored content in collaboration with the platform or content creator. The content could take the form of an article, video, or social media post.
Promoting the content
The platform or content creator will promote the sponsored content to their audience. This could be through organic reach or paid advertising.
Brands will track metrics such as engagement rates, click-through rates, and conversions to measure the success of their sponsored content campaign.
It’s important to disclose that the content is sponsored. This could be done with a hashtag like #sponsored or #ad.
Brands need to ensure that their sponsored content complies with advertising laws and regulations. This includes ensuring that the content is not deceptive or misleading.
The cost of sponsored content will depend on the platform, the type of content, and the size of the audience. Brands need to factor in the cost of creating and promoting the content to ensure a positive return on investment.
Let us do the heavy lifting
At communication crafts, its been 17 years that we have been in this industry and helped brands leverage their LinkedIn game through all types of Ads and reach their target audience.
Our subject matter experts help our clients run LinkedIn ads that actually convert.