Types of LinkedIn Paid Advertising for Business

Types of LinkedIn Paid Advertising for Business - LinkedIn paid advertising for business

“Types of LinkedIn Paid Advertising for Business” written by Mike Marko.

If you’re in B2B (business to business), you should consider LinkedIn paid advertising.

LinkedIn is already the top content distribution channel for B2B (Business to Business) marketers. 46% of the social media traffic B2B websites get comes it as well.

This tells you that LinkedIn is an important source of leads (79% of B2B marketers say so!). Unfortunately, it also tells you there’s a lot of competition on it.

Chances are, your own competitors are on LinkedIn already.

There are a lot of things you can do to deal with that as part of your LinkedIn marketing strategy. Among the most effective techniques you can employ is using LinkedIn paid advertising.

LinkedIn paid advertising can provide the extra oomph your LinkedIn marketing efforts need. It can push your content and brand to the fore of users’ attention. With the right ad, you can even stimulate serious spikes in sales and engagement.

But in order to do that, you need to familiarize yourself with the types of LinkedIn paid advertising options first. I’ll tell you about them so you can see how to use them for your business.

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Importance of LinkedIn Paid Advertising for Business

When talking about LinkedIn paid advertising, LinkedIn’s audience targeting options have to be mentioned. That’s because they’re a factor in the success LinkedIn paid advertising has seen thus far.

LinkedIn has some of the best audience targeting features available on social networks. They include the ability to target clients by their job title, education, and skills.

You can even target based on the following factors:

  • Former or current employers.
  • Location (based on either user-submitted location or IP address).
  • Industry type.
  • The size of the company for which the user is working, e.g. 1-10 employees, 11-50 employees, etc.
  • Company connections.
  • Job function, e.g. if they’re in the Accounting department at their company, if they’re in Legal, etc.
  • Job seniority.
  • Years of experience.
  • Matched audiences.

As you can see, this lets you pinpoint your ideal customer and ad audience with ease.

Of course, you still need to make an effective ad to get actual results. A big part of that is choosing the type of LinkedIn paid advertising you’re going to use.

So without further ado, let’s look into the different types of LinkedIn paid advertising that you can use for your business.

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Sponsored Content and Direct Sponsored Content

Sponsored Content or Direct Sponsored Content is the most common type of LinkedIn paid advertising.

It helps you do the following:

  • Promote company updates,
  • Share pieces of content, and
  • Drive traffic to your website’s landing page.

It can also lead to more engagement because it’s located directly in a user’s news feed, making it prominent and easily-clickable.

This feature allows you to use more text and larger images to attract people. Sponsored content can bring about more brand awareness and conversions.

It’s also an effective way to drive people to a blog post.

For pricing, you can choose either of the two types of payment:

  • Cost per Click (CPC) = You only pay when people click on your ad.
  • Cost per Mille (CPM) = You pay when people see your ad (or for every 1,000 impressions of it, anyway).

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Sponsored InMail

Sponsored InMail helps you get more leads and engage your target audience. This ad delivers personalized, private messages to your target audience through their LinkedIn message boxes.

Sponsored InMail messages are composed of a custom greeting, call-to-action button, and body text. You can add a link to the message body.

This type of LinkedIn paid advertising is highly personalized since it’s sending the message straight to the inboxes of your target audience. It also has a 100% deliverability because Sponsored InMail will send only if the user is online.

This kind of LinkedIn paid advertising will work on different kind of devices too. This is unlike some other types of LinkedIn Ads that can only be viewed in a desktop (text ads, for example).

Pricing for Sponsored InMail is Cost per Send (CPS). In other words, you pay for each InMail message that is successfully delivered.

This may make it seem costly as a LinkedIn paid advertising option at first. But Sponsored InMail may actually be among the most effective choices in this list due to its format and deliverability rate.

For example, a recent campaign was able to use this type of LinkedIn paid advertising to reach 768 users with a budget of only $500. The InMails posted the following figures for that campaign:

  • A 61% open rate,
  • An 8% clickthrough rate, and
  • A 2.5% conversion rate.

Very good numbers, especially when you add that the InMails accounted for 40% of all that campaign’s conversions.

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Text Ads

Text Ads allow you to create multiple ad variations per campaign. Because of that, it makes easier to test the best-performing images and copy.

However, this type of LinkedIn paid advertising will only work on desktop.

This kind of LinkedIn paid advertising will be shown on the right rail of the user’s news feed. This type of ad works best for a quick campaign setup because it’s easy to create and manage.

Text Ads are also great for building awareness of your brand among your connections and followers. That’s because this ad typically has a lower cost per thousands of impressions compared to other types of LinkedIn Ads.

Pricing for Text Ads is similar to Sponsored Content. You can choose from the two types of payment, which are CPC and CPM.

Dynamic Ads

You can also use dynamically generated and personalized ads on the platform. These are highly engaging and very effective at driving more traffic to your website or your LinkedIn company page.

Dynamic Ads are most suitable for advertising job openings and getting users to follow your LinkedIn company page.

This type of LinkedIn paid advertising can also be used to generate leads and enable content downloads. For example, users can download an e-book directly from the ad itself.

However, this type of ad will only work on desktop, just like Text Ads. It’ll also be shown on the right rail of users’ news feeds.

One of the best things about this kind of LinkedIn paid advertising is how it can be designed for maximum convenience. For instance, a Dynamic Ad can be set up so users can send their basic information and email address directly from the ad without typing their info by hand.

That reduces the number of things your audience has to do to follow your CTA (call to action). That generally improves your chances of getting them follow the CTA.

Lead Gen Form

Based on LinkedIn Business, “50% of marketers say increasing lead generation is the most important goal in marketing.” This is where the next type of LinkedIn paid advertising comes in.

The Lead Gen Form collects more leads from your ads with pre-filled forms. They’re pre-filled with users’ LinkedIn information.

This type of LinkedIn paid advertising can be used together with Sponsored Content and Sponsored InMail. Users can view this ad on all kind of devices.

One of the advantages of the Lead Gen Form is that the user does not need to do too much just to fill up the form. Just like with Dynamic Ad, a user can submit their information straight from the ad itself.

You can also personalize the required fields for your form. However, you can only use up to three custom fields to set up the form.

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Final Thoughts on Different Types of LinkedIn Paid Advertising for Business

In today’s blog post, I discussed the different types of LinkedIn paid advertising that you can use for your business. In order not to waste your digital advertising budget, you must choose the right type of ad for your objective and target audience.

To reiterate the types of LinkedIn paid advertising options we discussed, these are the following:

  1. Sponsored Content and Direct Sponsored Content.
  2. Sponsored InMail.
  3. Text Ads.
  4. Dynamic Ads.
  5. Lead Gen Forms.

All of these LinkedIn paid advertising options have their particular strengths and advertising purposes. Keep those in mind when selecting one of them for your campaign.

But before using these Ads, make sure you know how to use LinkedIn effectively too. You can read my previous blog post about how to use LinkedIn for marketing your business for that.

If you have more questions about LinkedIn paid advertising, leave them in the comments below.

Be sure to check out my Starter’s Guide to LinkedIn Marketing.  You can also check out this LinkedIn Marketing 101 Guide for Business.

If you need help with your LinkedIn account, planning your services and/or products, running marketing campaigns like Facebook ads, or creating capture pages or lead magnets, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:

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Types of LinkedIn Paid Advertising for Business - Mike Marko

Author: Mike Marko
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