Choosing an ad format for LinkedIn is like navigating the perilous social waters of a high school prom — go too flashy, and you’ll turn off the elites; be too stodgy, and you’ll bore the rebels to tears.
As a marketer trying to make an impression and maybe even a sale on the world’s premier business networking site, the stakes feel just as high. Do I go with a staid text ad or jazz it up with some visual sizzle? Sponsor content to subtly blend in or run sponsored InMail for an in-your-face personal touch?
With a range of options to suit any budget or business goal, the choices can feel paralyzing. But fear not, I’ve tested the waters and am here to be your guide to finding the right ad format match for your LinkedIn marketing campaign. After all, you only get one chance to make a first impression — best make it a memorable one.
Choosing the Right LinkedIn Ad Format
I’ll be honest, choosing an ad format for LinkedIn can be tricky. Do I want an image ad, a text ad or sponsored content? As much as I’d love to just throw everything at the wall and see what sticks, that approach rarely works. The key is figuring out what will resonate most with your target audience.
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For many B2B companies, sponsored content is a great option. It blends right in with the other posts, articles and videos people are used to seeing on LinkedIn. By sending them personalized messages right to their inbox, you can start building familiarity and trust. The downside is that since the ads look like regular posts, some people may just scroll right past them. You’ll want to test different creative to find what works.
- Text ads are simple but effective. You have a snappy headline and a few lines of text to reel people in and get them to click. The constraint of only using text forces you to hone in on your key message. However, they can come across as too salesy if not done well. Image ads allow you to catch attention with eye-catching visuals. But without compelling copy, the image alone usually isn’t enough.
At the end of the day, the format that will work best depends on your goals and offers. LinkedIn conversion tracking reveals whether or not your LinkedIn advertising are generating leads for your company. You may track a variety of LinkedIn conversions with the conversion tracking function, including leads, purchases, add to carts, and app installs.
Using advanced targeting options to reach the right people with the right message is key. A/B test different formats and creative to optimize your results. Your perfect ad match is out there, you just have to experiment to find it.
Sponsored Content Ads – Blend Into the Feed
I don’t know about you, but I’m sick of banner ads clogging up my LinkedIn feed. As an advertiser, the last thing I want is for people to scroll right past my message. That’s why Sponsored Content ads are my not-so-secret weapon.
Sponsored Content ads blend right into the regular updates in the LinkedIn feed, so people actually read them. Instead of an obvious “Sponsored” label, your ad looks like any other post from someone in their network. By the time they realize it’s an ad, you’ve already got their attention. Devious? Maybe. Effective? Absolutely.
Targeting Options to Spare
With Sponsored Content ads, you get LinkedIn’s unparalleled targeting based on industry, job title, location, company name, interests, and more. Want to reach VPs of Marketing in the tech sector? Done. How about engineers with 5-10 years of experience in Houston? Check. The options are almost endless.
Shareable and Trackable
The best part is, if someone really likes your Sponsored Content ad, they can like, comment on and share it with their network. By sending them personalized messages right to their inbox, you’re giving them content they actually want to engage with. And with LinkedIn conversion tracking, you’ll know exactly how many leads those Sponsored Content ads generated.
Sponsored Content ads let you catch people when their guard is down and slip your message into their feed. They’re engaging, shareable, and highly targeted. For my money, they’re the single most effective ad format LinkedIn has to offer. Give them a shot—your leads and sales numbers will thank you.
Sponsored InMail – Personalized Outreach
Sponsored InMail is LinkedIn’s version of highly targeted email advertising. With InMail, I can send personalized messages directly to the inboxes of my target audience. It’s like having a private conversation with each recipient, allowing me to share details about my product or service in a personal way.
- The key is crafting an engaging message. I have to grab their attention in the subject line, then deliver value and a clear call-to-action in the first few sentences. If I drone on about my company and ramble for paragraphs, my InMail is headed straight to the trash folder. Brevity is key.
- InMail also allows me to get very specific about who receives my messages. Do I want to target job titles, industries, locations, company sizes, interests, or all of the above? LinkedIn’s robust targeting options let me zone in on my ideal customers. I can then track who opens and interacts with my InMails to see what’s working and make changes on the fly.
- Of course, with great power comes great responsibility. I have to be extremely careful not to come across as spammy or salesy. My InMails should provide useful information and a genuine offer to start a conversation. If I abuse the platform and send low-quality messages, my account can get restricted or banned. Not cool.
InMail may seem like an old-fashioned method in our age of social media, but it remains an effective way to start meaningful conversations with the right people. When used properly, InMail helps me cut through the noise and connect one-on-one with my target audience. For generating high-quality leads, InMail is tough to beat. Who knew email could be so powerful?
Conversion Tracking – Measure Effectiveness
So you’ve designed some brilliant LinkedIn ads and picked the perfect targeting options to reach your ideal prospects. Now comes the moment of truth—did all that time, money and effort actually pay off? The only way to know for sure is by tracking your ads’ conversions.
Conversion tracking lets you see if your ads are generating leads
With LinkedIn’s conversion tracking, you can find out whether your ads are prompting people to, you know, actually do something—like fill out a lead form, make a purchase or download your app. The conversion tracking tool lets you pick from a variety of conversion types to track, so you can measure leads, sales, add-to-cart actions or app installs.
Once you’ve picked your conversion types, you’ll drop a little snippet of code on your website or in your app. This allows LinkedIn to see when someone who clicked your ad takes an action on your site or in your app. Pretty nifty, right? Now you’ll know if that catchy ad headline and emotive visual actually captured people’s interest and compelled them to engage further with your business.
See which ads are high performers
The insights you gain from conversion tracking can help you make smarter decisions about your LinkedIn advertising. You’ll be able to see which ads and campaigns are generating the most leads or sales. Then you can put more money behind what’s working and tweak or kill what’s not. You’ll also get details like how long it took people to convert and which targeting options performed best.
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Optimize your ads for even better results
Armed with all this data, you can make changes to improve your LinkedIn ads’ performance over time. Try different ad formats or placements, revamp your messaging or visuals, or expand into new targeting options. Keep a close eye on how your optimization efforts impact conversions—you may find a combo that really clicks with your audience.
In the end, conversion tracking takes the guesswork out of your LinkedIn advertising. You’ll know definitively whether your ads are delivering real business impact and value. And that means you can confidently keep investing in LinkedIn ads as a key part of your marketing strategy.
Advanced Targeting Options for LinkedIn Ads
When it comes to targeting options for your LinkedIn ads, the platform gives you a lot of control. As someone who appreciates a highly customized experience (my Starbucks order is complicated), I dig how granular you can get.
Want to reach VPs of Marketing at Fortune 500 companies in the San Francisco Bay Area who graduated from Ivy League schools? LinkedIn’s got you covered. Feel like mixing in some behavioral targeting based on who’s clicked your ads recently? Go for it. The targeting options are plentiful, so you can craft an audience as broadly or narrowly as you’d like.
A few of my personal favorite targeting criteria:
Job Experience
Target people based on their years of experience, job titles, job functions, and more. This is ideal if you have a solution geared toward people at a certain career stage.
Degrees and Fields of Study
If you’re recruiting for jobs that require certain degrees or areas of expertise, this option lets you zero in on people with the right educational background.
Company Name
Want to reach people at a specific list of companies? Just enter the company names you want to target. This is useful for B2B solutions where you already have certain clients in mind.
Member Groups
LinkedIn has over 67,000 member groups, and people join them based on shared interests and affiliations. Target members of relevant groups to get in front of people already engaged with topics related to your product or service.
The targeting capabilities on LinkedIn are truly unmatched. Whether you want to start broad and narrow down over time or laser-focus on your ideal audience from the get-go, the platform gives you the tools to reach exactly the right people. And that kind of precision targeting is marketing gold.
And there you have it, the insider’s guide to choosing the right ad format for your LinkedIn advertising. Now that you’re armed with this knowledge, you too can blend in with the LinkedIn elite and casually namedrop “sponsored content” and “conversion tracking” at your next networking event. Just remember, with great power comes great responsibility, so use your newfound LinkedIn advertising superpowers wisely and for the benefit of humanity. Or at least for the benefit of your company’s bottom line – that works too. After all, we can’t all be idealists. For some of us, cold hard cash is king.
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