LinkedIn is becoming the premier social platform for professional networking. With over 500 million members and counting, incorporating LinkedIn into your marketing strategy will connect you with individuals and organizations in your local area.


Not sure how to stand out among the other 500 million users? LinkedIn Advertising will boost your post visibility and increase engagement without breaking your budget. Many marketers are taking advantage, with 71% including LinkedIn paid promotions in their advertising strategies.


Below are answers to a few questions you may have about LinkedIn advertising.

How do I Advertise?

You can start advertising on LinkedIn with a few easy steps.

Campaign Manager

You will have to register through LinkedIn with Campaign Manager.


Here is where all of your paid content will be managed. You can also review data generated by the campaign by analyzing Clicks, Likes, Shares, Comments, and Follows.

Choose An Ad Format

There are three types of sponsored posts available.

Sponsored Content

These ads will show on your target audience’s LinkedIn feed. They can be viewed on all devices and can be measured through Campaign Manager.

Sponsored InMail

These ads will be delivered as messages to your target’s LinkedIn Messenger. This format delivers more personalized and relevant content directly to your interested followers and helps drive conversions. There is also the opportunity to test A/B messaging and asses your strategy.

Text Ads

Simple ads are displayed alongside your viewer’s feed. Although more limited than other formats, text ads can be created quickly and you only pay for the engagement you get!


Create Your Ad

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Sponsored Content

Choose to create new content or sponsor existing content from your Company or Showcase pages.

You want to diversify what you’re promoting to gauge which content is most engaging to your audience. Change up your images, messages, and links to keep your content fresh and relevant.

Once you’ve created your ad, just hit “Sponsor selected” and you’ve made your first sponsored content on LinkedIn!

LinkedIn sponsored InMail message

Sponsored InMail

First, choose your sender. The name and profile picture of the sender will appear with the message.


Next comes your message. Your subject line and summary give a preview, then personalize your message by including the name of the recipient.


Because InMail is more personal and direct, keep the message conversational and concise, and remember to use impactful keywords to encourage action.


Once your message is finalized, click “Next,” add the URL of your business’ profile, then click “Next” again and you’re all set!

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Text Ads

To create text ads, simply choose a destination for your viewer and design a post.


When a viewer clicks on your ad, it will redirect them to the web page of your choice. Whether it’s to your homepage, a special offer, or your LinkedIn page, the destination you choose should be of interest to your target audience and offer something of value to this lead.


Like Sponsored Content, you want to make your ads visually appealing and call out to the viewer. Try different images, messages, and content to test what works best; you can create up to 15 text ads to compare results!

Choose Your Target Audience

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Choosing a target audience is the same regardless of format and is essential to making the most of your ad campaign. The audience you choose will have a big effect on how impactful your campaign is.


Review the criteria available for selecting your target. The more specific you get, the smaller your audience gets; however, this isn’t necessarily a bad thing. The more targeted your campaign, the more likely you are to reach strong potential leads.


LinkedIn also offers Audience Expansion, which will automatically include other similar audiences that you may not have chosen originally.


Set Your Budget

There are three options for paying for your campaign.

Cost-per-click (CPC)

Preferred for campaigns aimed at lead generation

Cost-per-impression (CPM)

Preferred for campaigns aimed at raising brand awareness

Cost-per-send (CPS)

Used exclusively for InMail campaigns

Costs for advertising are reviewed in further detail below

Measure And Optimize Your Campaign

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Now that your campaign is live, you shouldn’t just leave it to do its thing and hope for the best. Now comes reviewing the effectiveness of your ads.


Using Campaign Manager, review all available metrics for measuring the impact of your current marketing strategy. Look through your campaigns and use this data to refine your messaging, adjust your target audience, and revise your budget to best utilize LinkedIn marketing.

How Much Will It Cost My Business?

Sounds great, but at what cost? LinkedIn has three ways to pay.

1. Total Budget

Set a specific budget to cover your entire campaign. Investing only a few dollars a day in your ads can still improve your visibility online without breaking the bank.

2. Daily Budget

Paying for an ad daily allows you to pay for the ad whenever you want to promote, without committing to a long-term campaign.

3. Setting Bids

Bidding sets a cap on your spending, meaning when you reach the maximum for cost-per-click or -impression, your campaign ends. With bidding, you can set a goal for engagement or aim to stay within a price limit.

Why Should I Advertise On LinkedIn?


Thanks to a smooth desktop user experience and reliable mobile app, LinkedIn helps you network and advertise to your target audience wherever they go. B2B marketers have recognized the value of LinkedIn, and 94% use the platform to share content.


But with 500 million other users also sharing and posting, you need to find a way to reach your target audience and not get lost in the crowd. Advertising can get you there!


With several options for format and payment, you can customize your campaign to meet your business’ needs. Creating a campaign is quick, especially when you already have content you’d like to promote. Payment options give you the power to pay only what you want to pay and end the campaign when you choose.


LinkedIn can also help you adjust your marketing strategy to improve the outcome of your campaigns. Review data in Campaign Manager to see just how well you are connecting with your target audience, what content is most popular, and the effectiveness of your overall advertising strategy.


Tools like LinkedIn are free and readily available. It might surprise you how rewarding it can be to share content and promote posts on social media!

Thanks for reading,