LinkedIn Advertising: What You Need to Know

by: Jason Schober

When it comes to developing a LinkedIn Marketing Strategy for your Business, there are a few things to consider. Your Content Strategy should be the first thing to out line. While strategic content marketing is no longer getting organic reach to your prospective audience due to changing algorithms, it is paramount to successful audience engagement. Content plays an even bigger role when developing a LinkedIn Ad. The Content you choose to promote will either attract the viewer to take action or be ignored. When content for LinkedIn Advertisements, get this determined first.

1. Should you run an Ad or a Sponsored Update Campaign?Ads2

Your campaign content will vary depending on your target audience and that content will be different from Ads to Sponsored Updates. A simple status update will target those that follow your Company Page, but if you feel that other LinkedIn users beyond your followers should know about this update, you can run a “Sponsored Update”.  This will show as a Native Advertisement through the users news feed, but with a small distinctive “Sponsored” title. Another option are Ads. They generally show as a traditional static Ad with limits on content. But, LinkedIn also introduced video ads, which run about twice the cost of a traditional ad seen below. This will allow you to embed a video where the image should be to attract the viewer with 30 to 60 seconds of content. If my targeting is correct, my goal is to have a slight uptick on my average organic engagement rate on a Sponsored Story campaign Click-through rate (CTR) . Ads will have an average CTR of .08% (click/impression).


2. Who is your Target Audience?

LinkedIn will allow you to target your Ads or Sponsored Updates to a broad or finite audience. The first three filters LinkedIn will offer are Location, Companies (by name or category), Job Title (by title or category). In the Company>Category filter you can go one step further by Industry or Company Size. Another Filter is offered in Titles>Category in filtering by job function or seniority. Two standard audiences to consider for every business are prospective clients/customer and prospective employees.


3. How is your content going to attract your audience?

The additional question to ask in this section would be what action do you want your audience to take? That action can dictate the type of content you develop for your Campaign. If you want them to engage in conversation with your brand, consider a sponsored update with an intriguing question or debatable  topic. This type of content might be easy to find by looking at your Company Page Analytics to see a high engagement rate of your previous posts. This type of campaign will help draw new followers to your company. If you are looking to drive them to your website, you could run an add describing your website redesign, recent blog post or new product launch. I personally have found more traffic generation from Sponsored Updates, as they are a more natural advertisement within my audience’s experience on LinkedIn. 


4. What is your budget for this Ad?

A very simple decision determing how much you can afford, but there are different ways to approach it. Here is how I approach my campaigns.

  1. Run a Campaign for 1 week
  2. Choose a Daily and Total Budget
  3. Run a Cost-Per Click (CPC) campaign instead of Cost-per-Impressions
  4. Review results on the 3rd day and make adjustments to target audience as needed, to either gain more clicks or get clicks from a more specific user.


This approach will get you the most “bang for your buck” and ensure you are reaching your goals for the campaign. Your first try at a campaign might not be a home run, so be patient. But If you find it was a successful campaign, you can choose to duplicate and run again, or run it indefinitely.

If you have any general questions about Ads on LinkedIn Ads, FAQs on LinkedIn are listed here.

If you would like help running LinkedIn advertisements for your company, Sprightly Insight is available for Coaching or for Social Media Management services.

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