Technology development plays a vital role in developing our business. In the olden days, people needed to travel from one place to another to promote their businesses. It seems complicated and simultaneously exploring their business worldwide is impossible for many people.

Though their business techniques and strategies were appreciable, they failed in marketing. In this situation, digital marketing entered the field and helped many people develop their businesses worldwide.

Content Overview

About LinkedIn:

LinkedIn Ads are a type of online advertising offered by LinkedIn, a professional networking site. These ads allow businesses to target specific audiences based on job title, company size, and industry. LinkedIn Ads are a popular way for businesses to reach professionals and decision-makers in their target industries.

To run a successful LinkedIn Ads campaign, businesses need to have a clear understanding of their target audience and the goals they want to achieve. They also need to create high-quality ads that resonate with their target audience and effectively communicate the value of their product or service.

It has 830 million active members, 58 million registered companies, 40% daily activities, and 1 billion interactions monthly as of 2022. The platform is wide, where you can find many successful stories, startup stories, business development ideas and more.

Running LinkedIn ads will be a wise choice to develop your business, and it will reach the maximum number of people. Let’s discuss how to run LinkedIn ads for your business.

Benefits of LinkedIn ads:

  1. LinkedIn has a highly targeted audience, allowing you to reach the right people with your ads based on job title, industry, company size, location, and more.
  2. LinkedIn is a professional networking site, meaning users are typically more engaged and open to business-related content.
  3. LinkedIn Ads can be an effective tool for generating leads, as you can use them to drive traffic to your website or landing page and capture leads through forms and calls to action.
  4. Running ads on LinkedIn can help increase your brand’s visibility and awareness among your target audience.
  5. LinkedIn offers a range of ad formats, including sponsored content, sponsored InMail, and display ads, allowing you to choose the format that best suits your campaign goals.
  6. LinkedIn Ads provides detailed analytics and tracking so you can measure the performance of your campaigns and optimize them for better results.

10 Strategies and tips for running a successful LinkedIn Ads campaign

  1. Define Your Goals and Target Audience
  2. Use Relevant Ad Formats
  3. Craft Compelling Ad Copy
  4. Use Eye-Catching Visuals
  5. Test and Optimize Your Ads
  6. Set a Realistic Budget
  7. Track Your Results
  8. Optimize Your Landing Pages
  9. Use Retargeting
  10. Continuously Improve Your Campaigns

1. Define Your Goals and Target Audience

Defining your goals and target audience is the first step in creating a successful LinkedIn Ads campaign. By understanding your goals and audience, you can create targeted campaigns that drive results.

Goals: Some common goals for LinkedIn Ads campaigns include:

  • Collecting contact information from potential customers.
  • Driving traffic to a website or landing page.
  • Increasing visibility and familiarity about your brand.
  • Encouraging social media engagement with your company.
  • Promoting an event and encouraging attendance.

Target audience: LinkedIn allows you to target your ads by a variety of factors, including:

  • Job title: target specific job titles relevant to your product or service.
  • Company size: target companies of a certain size that fit your ideal customer profile.
  • Industry: target people in specific industries relevant to your product or service.
  • Location: target people in specific geographic locations.

2. Use Relevant Ad Formats

LinkedIn offers several ad formats, and choosing the format that best aligns with your goals and target audience is important.

Sponsored Content: Sponsored Content appears in the LinkedIn feed and blends with organic content. This format can include images, videos, and links. Sponsored Content is a good option for brand awareness campaigns or campaigns that drive website traffic.

Sponsored InMail: Sponsored InMail allows you to send personalized messages directly to your target audience’s LinkedIn inboxes. This format is a good option for lead-generation campaigns or campaigns focused on event attendance.

Display Ads: Display Ads appear on the right-hand side of the LinkedIn desktop site and can include images or videos. This format is a good option for brand awareness campaigns or campaigns focused on website traffic.

3. Craft Compelling Ad Copy

To create effective LinkedIn Ads, you need to craft compelling ad copy that resonates with your target audience and effectively communicates the value of your product or service.

  • Use clear and concise language: your ad copy should be easy to understand and communicate the value of your product or service.
  • Use language that resonates with your target audience: use language and terminology that your target audience is familiar with and will relate to.
  • Highlight the benefits of your product or service: focus on the benefits of your product or service, not just the features.
  • Use a clear call-to-action: your ad should include a clear call-to-action that encourages your audience to take the desired action.

4. Use Eye-Catching Visuals

In addition to compelling ad copy, your ads should also include eye-catching visuals that capture the attention of your target audience.

  • Use high-quality images or videos: your visuals should be high-quality and visually appealing.
  • Choose visuals relevant to your ad copy: your visuals should support and complement your ad copy.
  • Use visuals that feature people: using visuals that feature people can help make your ad more relatable and engaging.

5. Test and Optimize Your Ads

Once you’ve launched your campaign, monitoring your ad performance and adjusting as needed is important. Some tips for testing and optimizing your ads include:

  • A/B test different ad copy and visuals: test different ad copy and visuals to see what resonates best with your target audience.
  • Adjust your targeting: if your ads aren’t performing well, try adjusting your targeting options.
  • Adjust your bidding strategy: LinkedIn offers several bidding strategies, including cost-per-click (CPC) and cost-per-impression (CPM). Test different bidding strategies to see what works best for your campaign.

6. Set a Realistic Budget

When setting a budget for your LinkedIn Ads campaign, it’s important to be realistic about your goals and the costs associated with your targeting options and ad formats. Some tips for setting a realistic budget include:

  • Start with a small budget: start with a small budget and adjust as needed based on your results.
  • Consider the cost-per-click (CPC) or cost-per-impression (CPM) of your targeting options and ad formats.
  • Focus on ROI: focus on your campaign’s return on investment (ROI) and adjust your budget based on the results you’re seeing.

7. Track Your Results

To measure the success of your LinkedIn Ads campaign, it’s important to track your results and analyze your data. Some tips for tracking your results include:

  • Use LinkedIn’s built-in analytics tools: LinkedIn offers several analytics tools that can help you track the performance of your ads, including the Campaign Manager dashboard.
  • Set up conversion tracking: set up conversion tracking to track the specific actions people take after clicking on your ads, such as filling out a lead form or purchasing.
  • Use third-party analytics tools: use third-party analytics tools to get more detailed insights into your campaign performance.

8. Optimize Your Landing Pages

To get the most out of your LinkedIn Ads campaign, optimizing your landing pages to maximize conversions is important. Some tips for optimizing your landing pages include:

  • Your headline should communicate the value of your product or service.
  • Focus on the benefits of your product or service, not just the features.
  • Your landing page should include a clear call to action that encourages visitors to take the desired action.
  • Your landing page should be easy to navigate and visually appealing.

9. Use Retargeting

Retargeting allows you to show ads to people who have previously interacted with your brand by visiting your website or filling out a lead form. Retargeting is a powerful tool for driving conversions and can help increase the effectiveness of your LinkedIn Ads campaign.

10. Continuously Improve Your Campaigns

To create successful LinkedIn Ads campaigns, it’s important to continuously improve and optimize your campaigns based on the results you’re seeing. Some tips for continuously improving your campaigns include:

  • Test different ad copy and visuals: test different ad copy and visuals to see what resonates best with your target audience.
  • Adjust your targeting: if your ads aren’t performing well, try adjusting your targeting options.
  • Adjust your bidding strategy: test different bidding strategies to see what works best for your campaign.
  • Keep up with best practices: stay up-to-date on the latest LinkedIn Ads best practices to ensure you’re getting the most out of your campaigns.

Key tips and strategies for running a successful LinkedIn Ads campaign:

StepTips and Strategies
Define Your Goals and Target Audience– Define your campaign goals (lead generation, website traffic, brand awareness, etc.)<br>- Use LinkedIn’s targeting options to reach your ideal audience
Use Relevant Ad Formats– Choose the ad format that aligns with your goals and target audience<br>- Use Sponsored Content for brand awareness and website traffic<br>- Use Sponsored InMail for lead generation and event attendance<br>- Use Display Ads for brand awareness and website traffic
Craft Compelling Ad Copy– Use clear and concise language<br>- Use language that resonates with your target audience<br>- Highlight the benefits of your product or service<br>- Use a clear call-to-action
Set a Realistic Budget– Start with a small budget and adjust as needed based on your results<br>- Consider the cost-per-click (CPC) or cost-per-impression (CPM) of your targeting options and ad formats<br>- Focus on ROI
Track Your Results– Start with a small budget and adjust as needed based on your results<br>- Consider the cost-per-click (CPC) or cost-per-impression (CPM) of your targeting options and ad formats<br>- Focus on ROI
Optimize Your Landing Pages– Use a clear and concise headline<br>- Highlight the benefits of your product or service<br>- Use a clear call-to-action<br>- Use a clean and simple design
Use Retargeting– Show ads to people who have previously interacted with your brand<br>- Use retargeting to drive conversions
Continuously Improve Your Campaigns– Test different ad copy and visuals<br>- Adjust your targeting<br>- Adjust your bidding strategy<br>- Keep up with best practices

In addition to these tips and strategies, there are a few other best practices to keep in mind when running a LinkedIn Ads campaign:

  • Use high-quality visuals: use high-quality images or videos relevant to your campaign goals and target audience.
  • Test your ads: test multiple variations of your ads to see what performs best.
  • Monitor your campaign closely: monitor it regularly to ensure it performs as expected and adjust as needed.
  • Consider working with a LinkedIn Ads expert: if you’re new to LinkedIn Ads or need help optimizing your campaigns, consider working with a LinkedIn Ads expert to get the most out of your advertising budget.

Following these tips and best practices, you can create and run successful LinkedIn ad campaigns to help you achieve your business goals.

How do you run ads on LinkedIn?

To run a LinkedIn ad, you need to follow these steps. You can create and run the ad on the platform by following the steps.

Create an account with the campaign manager. It is a free signup. A campaign manager is a tool where everyone can create and publish their ads.

It assists you in managing your promotional strategies across websites and mobile devices. This includes full ad serving, targeting, validation, and monitoring features.

Then, you need to choose an objective. During the campaign, choosing your objective helps display ad formats, features, and bid types that assist your objective. The objective consists of three categories. They are:

  1. Awareness campaigns: Maximize your brand’s impressions.
  2. Consideration campaigns: Stimulate your customers to take action to learn more about your company. There will be three categories: website visits, engagement, and video views.
  3. Conversion campaigns: It targets lead generation, website conversations, and job applicants. Users can fill out the form or download the white paper here.

Read: WhatsApp update new features

How do you choose your audience?

Now, you need to choose your target audience. You must select categories like country, job title, company name, description, interests, and industry type. By selecting this, your ad will be visible to this audience category. So, your target will get redirected to your site.

Select your ad type and budget. It is advisable to go with the minimum budget value. Based on the campaign results, you can increase your budget value. Scheduling your time is another thing. You can schedule your campaign from week to month. Finally, select your bid type.

Create a style for your ad. The preview will show the ad size, the environment, and how it needs to look. It will differ for each ad type.

Finally, pay your bill with a debit or credit card and save your receipt. Your ad will start to display after the payment is initiated. 

There are four types of ads found on LinkedIn. They are,

  1. Sponsored content
  2. Sponsored Messaging
  3. Lead generation form
  4. Text and Dynamic ads

What are the types of LinkedIn ads?

There are four types of ad formats found on LinkedIn. They are, 

1. Sponsored content:

It appears directly in your targeted audience’s feed and is known as a “native ad.” This ad comes with a promotion tag. You can make carousels, single-image, video, and event ads.

Linkedin sponsored ad types
Source: LinkedIn

2. Sponsored Messaging:

This ad will directly reach your targeted audience with a message in their inbox. 48% of companies are using this ad method to reach their audience. You can create Conversation Ads and message ads.

Linkedin Sponsored Messaging ads
Source: LinkedIn

3. Lead generation form:

This is the best ad type to promote your business; maximum user engagement will be found. 58% of business people use this strategy. This works best for mobile users. Here you will get an email lead and redirect the users to your website through the thank you page.

LinkedIn Lead generation form

4. Text and Dynamic ads:

It is a personalized ad format and varies from person to person. This ad type will collect your data and display it along with the ad. This is to get new customers, increase traffic and gain followers for your business.

Linkedin Text and Dynamic Ads

How much does it cost to run an ad?

LinkedIn ad prices will vary based on your targeted audience, bid type, and ad relevance score. 

Target audience:

Your target audience will be others too. So, if your targeted audience demand is high, your budget will be high.

Bid type:

There are three types of bids. They are,

  1. Cost per click: When people click your ad and see the content, your amount will be deducted.
  2. Cost per impression: It is mostly used for brand awareness. You need to pay for every 1000 impressions of those who view your ad.
  3. Cost per send: It will be applicable when you wish to reach your targeted audience through a message in their inbox.
Bid TypeAverage cost
Cost per click (CPC) $5.26 per click
Cost per impression (CPM)$6.59 per 1,000 impressions
Cost per send (CPS)$0.80 per send

Ad relevance score:

If your ad is relevant and engaging to many people, it will increase your relevance score. Ads with high relevance scores will reduce the budget. So, choose your LinkedIn ads price accordingly. 

Type of ad and their bidding option:

Ad typeBid type
Sponsored contentCPC, CPM
Messaging adCPS
Text adCPC, CPM
Dynamic adCPC, CPM

How long will it take to reflect your LinkedIn ads?

The LinkedIn ads will take time to reflect on the feed. Here, humans will approve your ad before it is published on the feed. It will take 24 to 48 hours to reflect because the team will check each thing in your ad. Your ad should meet the guidelines given during the campaign. If it doesn’t meet, your ad will be dismissed.

To increase your reflection, try to submit your ad between 8 a.m. and 8 p.m. between Monday and Friday. Weekends will delay the process. After getting approval from the campaign manager, your ad will start to be published on the targeted audience feed. 

What are the sizes of LinkedIn ads?

LinkedIn ad sizes will vary for each ad type. In each ad, there will be many subdivisions too. They are…

Sponsored content:

Sponsored content is divided into four types. 

1. Single image:

Run ads on mobile and desktop with engaging visuals.

Design recommendationText recommendationTechnical recommendation
File Type: jpg or png

File Size: 5 MB

Image Ratio:
1.91:1 (horizontal, desktop and mobile) 

1:1 (square, desktop and mobile)

1:1.91 (vertical, mobile-only)
Ad name: 255 characters

Headline: 70 characters

Introductory text: 150 characters

Description (LAN only): 70 characters.
File Type: jpg or Png

File Size: 5 MB

Horizontal / Landscape

Minimum: 640 x 360 px

Maximum: 7680 x 4320 px

Recommended: 1.91:1 – 1200 x 628 px

Square:
Minimum: 360 x 360 px

Maximum: 4320 x 4320 px

Recommended: 1:1 – 1200 x 1200 px

Vertical:
Minimum: 360 x 640 px

Maximum: 1254 x 2400 px

Recommended: 1:1.91 – 628 x 1200 px

2:3 – 600 x 900 px

4:5 – 720 x 900 px

2. Video ads:

Reach a targeted audience with creative videos and tempt them to visit your site. 

Design recommendationText recommendationTechnical recommendation
Video File Type: MP4

Video Sound Format: AAC or MPEG4

Recommended frame rate: 30 frames per second

Custom Thumbnail: Optional but recommended

Ratio: 4:5 (vertical, 0.8)9:16 (vertical; 0.57)16:9 (landscape; 1.78)1:1 (square; 1.0)
Ad name (optional): 255 characters

Headline: 70 characters

Introductory text: 150 characters
Video File Size: 75 KB (min) – 200 MB (max)

Video Duration: 3 seconds – 30 minutes

Video Captions (optional): Video sound file size less than 64 kHz

3. Carousel ads:

It helps to reach your site through an interactive story.

Design recommendationText recommendationTechnical recommendationURL requirements
File Type: JPG or PNG

Ratio: 1:1

Recommended Resolution: at least 1080 x 1080 pixel
Ad name: 255 characters

Card headline: 45 characters

Introductory text: 255 characters
Number of carousel cards: 2-10

Maximum File Size: 10 MB
Landing page URL: Required

URL prefix: HTTP:// or HTTPS://

URL characters: 2000 characters for destination field URL

4. Event ads:

It helps to maximize your audience.

Design recommendationText recommendationURL requirements
Image Ratio: 4:1Event name: 255 characters

Introductory text: 600 characters
Event URL: Required, LinkedIn Event page URLs only

URL prefix: HTTP:// or HTTPS://

URL characters: 2000 characters for destination field URL

Messaging ads:

It is divided into two types.

1. Conversation ads:

It helps you interact with your targeted audience and converse with them.

Design recommendationText recommendationURL requirements
Banner File Type: JPG or PNG

Banner Image Size: 300 x 250 pixels

Banner Image File Size: 2MB

Sender Image: LinkedIn profile image of the designated sender is used. 
Ad Name: 255 characters

Message Text: 500 characters 

Custom Footer: 2500 characters

Call-to-Action: 25 characters
Landing page URL: Required

URL prefix: HTTP:// or HTTPS://

URL characters: 1024 characters for destination field URL

2. Message ads:

Send messages to their inbox.

Banner File Type: JPG or PNG

Banner Image Size: 300 x 250 pixels

Banner Image File Size: 2MB

Sender Image: LinkedIn profile image of the designated sender is used.
Ad name: 50 characters

Message Subject: 60 characters

Message Text: 1500 characters

Custom Footer: 2500 characters

Call-to-Action: 20 characters
Landing page URL: Required

URL prefix: HTTP:// or HTTPS://

URL characters: 1024 characters for destination field URL

Text and dynamic ads:

It is divided into four types.

1. Lead generation forms:

It helps to collect more information about the audience. They will fill out a form to get further details.

Text RecommendationForm recommendation
Form Name: 256 characters

Landing page URL: 2000 characters

Offer Headline: 60 characters

Offer Detail: 160 characters

Privacy Policy: 2000 characters

Call-to-Action: 20 characters

Confirmation Message: 300 characters
Form Fields: 3-4 fields are recommended as best practice. 12 fields are the maximum

2. Text ads:

It is a budget-friendly ad.

Design recommendationText recommendationURL requirements
Logo File Type: JPG or PNG

Logo File Size: 2MB

Logo image dimensions: 100×100 pixels
Headline: 25 characters

Description: 75 characters
Landing page URL: Required

URL prefix: HTTP:// or HTTPS://

URL characters: 2000 characters for destination field URL

3. Spotlight ads:

It will show your product, service, and more to increase audience interaction.

Design recommendationText recommendationURL requirements
Company Logo Size: 100 x 100 pixels

Company Logo File Type: JPG or PNG

Company Logo File Size: 2 MB

Background Image File Type (optional): JPG or PNG

Background Image Dimensions (optional): 300 x 250 pixels

Background Image File Size (optional): 2 MB
Headline: 50 characters

Description: 70 characters

Company Name: 25 characters

Call-to-Action: 18 characters
Landing page URL: required

URL prefix: HTTP:// or HTTPS://

URL characters: 500 characters for destination field URL

4. Followers ad:

Promoting to the page often acquires more audience to your site.

Design recommendationText recommendationDescription OptionsHeadline optionsCall to action
Company Logo Size: 100x100px

Company Logo File Type: JPG or PNG

Company Logo File Size: 2MB
Headline: 50 characters

Description: 70 characters

Company Name: 25 characters 
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Plan accordingly and meet your targeted audience through LinkedIn ads. Develop your business smartly in a budget-friendly way. We hope this article will help you learn enough to run successful LinkedIn ads for your business or sales. Wishing you great success in your business from AlloyPress.

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FAQs about the best ways to run LinkedIn ads

  1. What are LinkedIn ads?

    LinkedIn ads are paid advertisements on the LinkedIn platform, targeted to specific audiences based on demographics, job titles, interests, and other factors.

  2. What types of LinkedIn ads are available?

    LinkedIn offers several types of ads, including sponsored content (posts that appear in users’ feeds), sponsored InMail (messages sent directly to users’ inboxes), display ads (ads that appear on the side or top of the LinkedIn homepage), and dynamic ads (personalized ads that use LinkedIn profile data).

  3. How do I create a successful LinkedIn ad campaign?

    To create a successful LinkedIn ad campaign, define your goals and identify your target audience. Create compelling ad copy and visuals that resonate with your audience, and use targeting options to reach the right people at the right time. Test and iterate your ads to optimize for performance.

  4. How much does it cost to run LinkedIn ads?

    LinkedIn ads are priced on a cost-per-click (CPC) or cost-per-impression (CPM) basis, with costs varying based on factors such as ad type, targeting options, and bid amount. The average cost per click on LinkedIn is higher than on other platforms but can be worth it for businesses targeting a professional audience.

  5. How can I target my LinkedIn ads effectively?

    LinkedIn offers various targeting options, including demographic data, job titles, company size and industry, and interests. Use these options to create tailored audiences most likely to be interested in your products or services.

  6. How can I measure the success of my LinkedIn ad campaign?

    LinkedIn provides a range of metrics to measure the success of your ad campaign, including clicks, impressions, and engagement. You can also track conversions by setting up conversion tracking or using a third-party analytics tool.

  7. How can I optimize my LinkedIn ads for better performance?

    Test different ad copy, visuals, and targeting options to optimize your LinkedIn ads to see what works best. Use analytics data to adjust bids, targeting, and other variables for better performance.

  8. How can I make my LinkedIn ads stand out?

    To make your LinkedIn ads stand out, use eye-catching visuals and compelling ad copy that speaks directly to your target audience. Use targeting options to reach the right people at the right time and consider using video or interactive content to increase engagement.