LinkedIn is a professional social network that is particularly useful today for companies working in B2B. The platform is the best place to find professionals and in a few years it has become a must-have environment for B2B marketing, including excellent targeting options offered.

With this platform, you can really give your B2B marketing strategy a boost, as shown by the conversion rates and the high click-through rates shown.

In this article, we’ll cover all the key aspects you need to master to use Linkedin Ads in your B2B Linkedin marketing campaigns, from the type of ads to setting up your advertising campaign.

Types of LinkedIn ads
There are several types of advertising on LinkedIn, which can be useful in achieving different goals that you have set for your B2B business and which we will briefly outline.

The sponsored content ( Sponsored Content )

When you publish an article or post on the Company Page of your LinkedIn account, you can choose to promote it to a wider audience. It’s a bit like sponsored posts that you find on other social networks like Facebook or Twitter. This sponsored Bahamas Phone Numbers List content appears in the LinkedIn News Feed, so that people who follow you can easily see it.


Text Ads
Text ads are small ads that appear in the right column of the LinkedIn news feed.

These LinkedIn ads are short and to the point, so the most important thing is to think carefully about what they will be able to contain.

Sponsored messages (Sponsored InMail)
Sending messages directly to someone’s inbox can be like spam, but it can be an effective way to reach people. This type of advertising requires a personal LinkedIn profile, not just a business page. Messages should be sent by an individual, which can help make them appear to be from someone trying to make a real connection.

Display Ads

This type of display ad is a great option if you want to target your audience well. They look like other display ads, such as the ones you might find on Google Ads or Facebook.

Dynamic Ads
Dynamic ads allow you to make your ads a bit more personalized. You can use them to promote a number of things including job postings, content downloads, or your business page.

Video ads (Videos Ads)
Video is one of the best ways to promote your brand and your products. It has high engagement rates and grabs people’s attention. If you aren’t already creating video content to share online, then you need to start doing so. You can do different things with video, from showcasing your company culture, discussing your products, tutorials, interviews and more.

Before setting up your LinkedIn campaigns
There are a lot of useful things you can do before setting up LinkedIn ad campaigns, as you can see below. The LinkedIn advertising guidelines and specifications are a good place to start. You can find them in the LinkedIn help pages. Once you’ve made sure you understand the guidelines for the different ad types, there are some other essential things to do before you create your campaigns.

Install the LinkedIn Insight Tag on your web pages

The LinkedIn Insight Tag allows you to collect information about visitors to your website. It is a piece of JavaScript code that you can add to the pages of your website, and which is used to collect data about the people who visit your site from LinkedIn.

It is easy to add the code to your website and the data that you will be able to collect will be very useful in targeting your ads effectively.

Determine and prepare your advertising content
Using LinkedIn to promote content is a great idea, but you need to gather or create content first. You can promote blog posts, eBooks, videos, infographics, and other types of content that can be used to attract leads. If you don’t have any content to use yet, you need to think about what you want to offer.

Some content is quick and easy to create, but e-books, for example, take time. Think about how you want to inform your target audience about your products or services, as well as related topics.

Add a contact list

LinkedIn allows you to download a list of contacts from a database so that you can build a target audience. LinkedIn recommends that you have at least 1,000 contacts if you want to get the most out of the tools they have.

LinkedIn will consider your contacts and try to match them to a verified email address. Using your existing contact list allows you to unify your contacts across several different marketing channels.

Look at different bidding strategies
Before getting started, it is imperative to consider the different ways to bid on ads. In this regard, LinkedIn is like other platforms and offers several ways to place bids on advertisements. For example, there is an automatic bid option, which requires little maintenance, and LinkeIn will manage your auctions for you in this case.

You can also set a cap to decide how much you want to spend each day, as you can with platforms like Google Ads. You should also consider basing your spend on cost per click (CPC) or cost per 1,000 impressions (CPM). The CPC is often the recommended choice to ensure your ads reach the most people as possible, and to help you get the best return on investment.

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