Getting Reacquainted with LinkedIn Ads

Getting Reacquainted with LinkedIn Ads

With Facebook’s data controversy and the renewed concerns about online privacy, advertisers are searching for alternatives. Ad Options There are three options for self-serve ads on LinkedIn: Sponsored Content, Text Ads, and Sponsored InMail. Sponsored Content This is similar to newsfeed ads on Facebook. Sponsored Content ads appear directly in the feed of LinkedIn users. You can add short links and calls-to-action, similar to a Facebook ad. Text Ads These are the original LinkedIn ads. Sponsored InMail Sponsored InMail ads appear as messages in users’ LinkedIn inboxes. Rate Options Ad rates on LinkedIn are calculated similarly to other ad networks. Targeting and Tracking Targeting is where LinkedIn shines. Regarding privacy, LinkedIn allows targeting only based on a member’s clear actions and public information.

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Advertising on LinkedIn has come a long way. But the platform still isn’t getting the attention it deserves.

Until now.

With Facebook’s data controversy and the renewed concerns about online privacy, advertisers are searching for alternatives. To be sure, LinkedIn should not account for your entire ad budget. But it’s worth getting reacquainted.

LinkedIn is a social network with over 500 million worldwide users. It’s geared towards professionals. It has thankfully become more informal over the years — from business professional to business casual. And because it’s for professionals, you can bet that it’s possible to target all things business.

In this post, I’ll address what LinkedIn ads can do.

Ad Options

There are three options for self-serve ads on LinkedIn: Sponsored Content, Text Ads, and Sponsored InMail. The choice depends on the objective, although there is some overlap.

LinkedIn offers three ad options: Sponsored Content, Text Ads, and Sponsored InMail.
LinkedIn offers three ad options: Sponsored Content, Text Ads, and Sponsored InMail.

Sponsored Content

This is similar to newsfeed ads on Facebook. Sponsored Content ads appear directly in the feed of LinkedIn users. The ads look like a normal post. They typically include a large image or video and short bit of text. You can add short links and calls-to-action, similar to a Facebook ad. Also like Facebook, you’ll need a connected page to run ads. So make sure your company page on LinkedIn is completed and up to date.

Sponsored content ad with video and a
Sponsored Content ad with video and a “Download” call to action.
Standard Sponsored Content ad.

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