LinkedIn dynamic adsĭynamic ads are basically as personalized as you can get with your LinkedIn advertising. Marketers can choose their preferred demand-side platform or trading desk and buy inventory through open or private auctions. In terms of ad creative, it’s your run-of-the-mill display ads. With these display ads, you can target the largest professional audience based on intent or personas – but more on LinkedIn advertising targeting options later. LinkedIn joined the fray of programmatic offerings, which is great news for B2B advertisers who rarely have good options for targeting.
The content of the messages is largely up to you – you want to invite prospects to events or even attempt to generate an inbound call. Marketers or sales teams can curate a list of contacts to send personalized messages to. Know that feeling when you log into LinkedIn and have 10 new messages? It’s likely that some of those are marketers popping into your inbox through Sponsored InMail for a pretty penny. These are admittedly kind of boring for a social platform – a basic text block with a headline, next to a company logo. LinkedIn text ads operate on a familiar pay-per-click or impression basis, and they’re featured in the sidebar. LinkedIn text ads are the closest to Google or Bing search ads that you can get on the platform. Or you can create carousel ads, video ads, and lead generation ads that appear in the same “boosted” format. Your ads manager can create a typical post with a headline, image and link to sponsor. These are the ads that appear to be “boosted” posts from a company’s own feed. Sponsored content ads look and feel native to the LinkedIn platform. Across all their offerings, LinkedIn advertising supports brand awareness, website visits, engagement, video views, lead generation, site conversions, and job applications. Like other social advertising platforms, LinkedIn advertising offers you a variety of ad types and formats to play with. And, like other platforms, you should be selecting your ad format based on the overall action you want to drive. In this comprehensive LinkedIn advertising guide, I’ll review everything you need to know to get started, including:
Don’t worry – I’m here to help with those. Once you have that all set up, you can dive into the specifics of LinkedIn Ads. First things first, if you are going to advertise on LinkedIn, your company needs to have a LinkedIn company page to publish content.
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