Which LinkedIn Advertising Format Is Right for You (And When Should You Use It)?

Sometimes too many options are not a good thing. Learn the ins and outs of each LinkedIn advertising format to find the right one for you.

 

There are over 675 million regular users on LinkedIn each month. They’re on it for a variety of reasons. Some just want to network, while others are actively looking for employment.

With over 30 million companies on LinkedIn, it’s a B2B marketer’s dream.

LinkedIn is so effective that over 94% of marketers use it for content marketing. And that content can transform into leads if you campaign the right way.

First, though, you need to get familiar with your options.

LinkedIn has different ad formats at your disposal, but not every format is suitable for every situation. Learn more about your advertising options to calibrate your next LinkedIn marketing strategy.


The Formats

 

What do you want to achieve with your advertising campaign? The right format can make all the difference in the world. Check out the different formats LinkedIn has to offer and discover the right one for you.

 

Format #1 – Sponsored Content

If you want something that feels native to the LinkedIn platform, sponsored content ads may be the way to go. These ads look like posts from a company’s feed and taken specifically for the user.

You have a couple of options for sponsored content.

The first option is similar to a regular post except you’re creating it as an ad. You choose the headline, sponsor link, and image. LinkedIn does the rest.

You can also create video ads, lead generation ads, and carousel ads that look like they came from your company page.

This type of ad is great when you want to share content, updates, or drive more traffic to a landing page. They appear directly in a user’s news feed so you can use larger images and more text to compel users to click through.

 

Format #2 – Text Ads

Text ads on LinkedIn closely resemble ads you may find on search engines like Google. They’re relatively basic with a block of text next to your logo and appear in the sidebar.

While they may not be the flashiest option, they’re great for testing images and copy for performance.

Keep in mind, though, that the ads only run on the desktop. So, if your target audience primarily uses mobile devices this option is probably not right for you.

 

 

Format #3 – Sponsored InMail

Do you know those messages that you get in your LinkedIn inbox? Some of those probably came from marketers via Sponsored InMail. Sales teams and marketers pay LinkedIn to curate a contact list and send personalised messages.

If you choose to use this method, the actual content of the InMail is completely up to you.

Want to send out an invite to an upcoming event? This is a great way to do it.

Would you prefer to generate an inbound call through personalised copy? Sponsored InMail is your way in.

The key to this format is personalisation and deliverability.

The message only goes to the user when they’re online and it’s placed at the top of their inbox.

Of course, you need to pinpoint your audience with accuracy to see the best results. But it can open the flood gates for lead generation if you do it correctly.

 

Format #4 – Programmatic Display Ads


If you don’t really have a target audience, you can use programmatic display ads that target based on personas or intent. It’s not the most focused option for displaying ads, but sometimes you just want the largest audience base and programmatic ads let you do it.

These ads look like your typical display ads and don’t leave a lot of wiggle room in terms of creativity. However, you can cast a wider net with this type than any other. And if that’s your goal, this may be the perfect option for you.

 

Format #5 – Dynamic Ads


Dynamic ads give you the most flexibility in ad personalisation. Whether you want to drive users to apply for a job or “like” your company page, you can do it through dynamic ads.

This format also allows you to enable downloading directly from the ad itself. So, if you want to offer an ebook or whitepaper, dynamic ads are the way to achieve it.

Dynamic ads are one of the easier formats to try out because they have their own set of templates and auto-translation options. Using these features makes personalisation a snap. Also, the platform leverages member profile info to further personalise the ad.

Anthony Mullane is the co-founder of CUB, a club for Australia’s future top entrepreneurs and business leaders. The club’s used Growth Marketing for a couple of years, now an integral part of CUB’s growth strategy. They’ve generated over a hundred leads every month leading to 30-50 sales meetings.

If CUB is looking for a new way to expand their reach, LinkedIn’s dynamic ads are a great opportunity for them. They could leverage their great content and personalise their ads to target other leaders in the region.

This format isn’t without some cons, though.

You should know that it only appears for desktop users of the platform. That means that anyone scrolling through LinkedIn on their mobile won’t see these dynamic ads.

 

Choose the Right Solution with LinkedIn Advertising

 

You probably already have campaigns running on a social media platform or two. But none has the prestige in the professional realm that LinkedIn does. There’s a reason why most B2B marketers use LinkedIn over other platforms.

It gets results!

Content is key, however, when it comes to a LinkedIn marketing strategy.

Professional users love reading quality content. If your company produces fantastic content regularly, why not share it on LinkedIn and generate leads in the process? LinkedIn advertising is a great strategy for companies that want to expand their reach into the professional realm.

When you’re ready to integrate LinkedIn into your advertising strategy, we’d love to help.

At Growth Marketing Systems, our team of superstars are ready to tailor our services to fit your business’ needs. Contact us today for a free consultation and find out more information pertaining to your advertising options.