The Ultimate Guide to LinkedIn Advertising


By Elana Lyn Gross

There are an estimated 347 million people on LinkedIn. That’s a lot of people who could see your brand’s messaging. LinkedIn is different from most social media outlets, because it is a highly business oriented site that enables people to make meaningful professional connections. Because of the nature of the site, it’s extremely valuable for business-to-business (B2B) marketing.

I recently started using LinkedIn advertising for a client at Likeable Media, and we’ve found it to be a very successful way to increase recruitment leads. Here are a few best practices for running LinkedIn ads.

Choose the Type of Ad

There are three types of ad formats: text only, text and image, and video ads. We’ve found that text and image ads work best because they are more captivating. If you have a multimedia production team and the budget for it, create  video ads as well.

Target Your Ads

You can reach your target audience with LinkedIn’s B2B targeting filters. Filter by location, job function, seniority, industry and LinkedIn Groups. Trying to reach CMOs in NYC? No problem.

Set Your Budget

Set a daily budget, the maximum amount you’re comfortable spending each day. You can choose two different payment methods: Pay-per-Click (CPC) or Pay-per-Impressions (CPM). Set the maximum amount you’re willing to pay for each. The LinkedIn team recommends that your bid is comparable to the Suggested Bid Rate, “an estimate of the current competing bids by other advertisers.” Further, “the higher you bid within the range, the more likely it is for your ad to be shown and receive clicks.” How does this work? If a user lands on a page with ads and that user meets your targeting options, your brand will be entered into an auction with the other advertisers on the page. If you’re bid is higher than that of your competition, you win and the user will see your ad.

Remember: Copy Matters

Your ad should include a few core components: a call-to-action, a reason for interacting and an engaging headline. We also recommend using action verbs like earn, build, capitalize and learn.

Test Different Ad Variations

See what performs the best with your community. Create different captions, images, and headlines. Then, measure their performance.

Make Ch-Ch-Changes

LinkedIn’s campaign platform allows you to test up to 15 variations per campaign. Try different copy, image, headline and targeting options to see what works best for your audience.

Check Your Performance

Monitor your click-through rate (CTR) to see if people are interacting with your ad. The LinkedIn team notes that, “good ads have a CTR greater than 0.025%.” Monitor regularly so that you can quickly react if your CTR starts to decrease. Read LinkedIn Ads Best Practices for more detailed advice on tracking results and evaluating your ROI.

Start using LinkedIn ads to target professionals who will benefit from your brand’s services.