The LinkedIn platform is a powerful tool for professionals and businesses alike. With its targeted approach and expansive reach within the business community, LinkedIn ads have become a cornerstone for achieving specific marketing objectives. Understanding the diverse range of LinkedIn ad types available are crucial for crafting campaigns that resonate with your audience and drive meaningful engagement.

From sponsored content that appears seamlessly in users’ feeds to dynamic text ads designed to capture attention efficiently, each ad format on LinkedIn offers unique advantages tailored to different marketing goals. It does not matter whether you aim to boost brand awareness, generate leads, or recruit top talent choosing the right LinkedIn ad campaign type can make all the difference in achieving your objectives effectively.

In this blog, we will explore various ad types of LinkedIn, their features, and how you can leverage them to enhance your marketing strategy on this dynamic professional platform. Let’s get started!

Listen To The Podcast Now!

 

What Are The Objectives Of LinkedIn Ads?

LinkedIn’s objective-based advertising allows advertisers to create campaigns tailored to specific business goals, including targeting different LinkedIn ad types for all three stages of the sales funnel: awareness, consideration, and conversion.

Awareness

Start with awareness ads if your goal is to build brand recognition without pushing for immediate sales. These top-of-funnel campaigns aim to get people talking about your products, services, and brand. They help increase your followers, boost engagement, and improve visibility.

Tools like PowerAdSpy can help you analyze competitor ads and trends, making it easier to create campaigns that boost followers, increase engagement, and improve visibility.

Try Now

Effective ad formats for generating awareness include:

• Single Image Ads
• Carousel Ads
• Follower Ads
• Event Ads
• Spotlight Ads

Consideration

You should consider ads if your audience is somewhat familiar with your brand. These ads are optimized to achieve the following goals:

1. Website Visits: Drive traffic to your website and landing pages.
2. Engagement: It increases likes, comments, shares, and visits to other social platforms.
3. Video Views: Share your business story, newest product, or behind-the-scenes content.

To nurture these mid-funnel leads, consider using:

• Video Ads
• Carousel Ads
• Conversation Ads
• Text Ads

Conversion

Conversion ads are useful when your audience is ready to make a decision. Such LinkedIn ad types are appropriate for generating leads, driving sales, or attracting job applicants.

Conversion ads can help achieve:

1. Lead Generation: Gather leads using forms that are pre-filled with LinkedIn profile information.
2. Website Conversions: Encourage actions like ebook downloads, newsletter sign-ups, or product purchases.
3. Job Applicants: Advertise job openings to draw in qualified candidates.

The ad formats most effective for conversions are:

• Conversation Ads
• Lead Gen Forms
• Carousel Ads
• Job Ads
• Text Ads

What Are The Different LinkedIn Ad Types?

Advertising on LinkedIn is a highly effective strategy for business promotion. Selecting the appropriate type of ad based on your specific goals is crucial for success. Here are the types of LinkedIn ads you can choose from when setting up your paid campaigns:

Sponsored Content

Sponsored Content is known as native ads. They appear directly in your audience’s LinkedIn feed, whether they browse on mobile or desktop. These ads are marked as “promoted” to differentiate them from organic content.

When you are using Sponsored Content, you can choose from several ad formats:

• Single Image Ads
• Video Ads
• Carousel Ads
• Event Ads
• Document Ads
• Thought Leader Ads.

Sponsored Messaging

Sponsored Messaging was previously known as Sponsored InMail. These LinkedIn ad types allow you to advertise directly to LinkedIn members through their inboxes. This approach is fruitful because 89% of consumers prefer businesses to communicate via messaging, yet only 48% of companies do so.

Core updates to Sponsored Messaging:

• Members now have a two-tabbed inbox: “Focused” for priority conversations and “Other” for less important messages.
• LinkedIn is transitioning all Message ads to Conversation ads, which include multiple CTA buttons to boost engagement.

Note: LinkedIn limits the frequency of Sponsored Message ads, ensuring that a target member will only receive these ads once in a short timeframe.

Dynamic Ads

Dynamic Ads appear on the right of LinkedIn. These LinkedIn ad types are personalized and contain details such as the member’s photo, employer’s name, and job title. While these ads feel personal, members can adjust their settings to hide specific details.

Types of Dynamic Ads include:

• Follower Ads
• Spotlight Ads
• Sponsored Ads

Text Ads

LinkedIn Text Ads are pay-per-click (PPC) advertisements. These ads appear on LinkedIn’s desktop feed top and right-hand side. Text ads are ideal for generating leads within a professional demographic.

Given that 58% of marketers aim to improve lead generation, LinkedIn Text Ads offer a cost-effective way to reach a broad audience.

Overview of Text and Dynamic Ads

• Text Ads: Simple ads that appear on the top right corner of users’ LinkedIn desktop feed.
• Dynamic Ads: Ads on the right-hand side of users’ LinkedIn desktop feeds, personalized with their profile information.
• Spotlight Ads: These LinkedIn ad types take users directly to your website or landing page. They are personalized and appear on LinkedIn desktop feeds.
• Follower Ads: Encourage users, through customized messaging, to follow your page.

Lead Gen Forms

Lead Gen Forms allow businesses to collect information from potential leads through pre-filled forms integrated into Sponsored Messaging or Sponsored Content campaigns.

LinkedIn’s lead gen forms streamline the member information-gathering process. It makes capturing valuable leads easy.

By understanding and utilizing these various ad types, you can tailor your LinkedIn advertising strategy to reach and engage your target competitor audience.

How Can You Launch LinkedIn Sponsored Content and Messaging Ads?

Follow these steps to understand how to launch your first LinkedIn ad types i.e Sponsored Content and Messaging ad campaigns.

Choose an Existing Post or Create One in Campaign Manager

You can create Sponsored Content and Messaging ads using existing LinkedIn posts or from scratch in LinkedIn’s Campaign Manager.

• Using an Existing Post: Navigate to the post on your page that you want to promote and click the “Boost” option. It will take you to Campaign Manager.
• Creating a New Ad: Go to your LinkedIn page’s Campaign Manager and create your ad, following one of the previously outlined formats.

Set Your Campaign Objectives, Audience, and Budget

Define your campaign objectives, such as increasing engagement, attracting leads, or driving traffic to your website. Specify your target audience for various LinkedIn ad types, including details like industries and groups they belong to.

Fill in the billing information, set your budget, and establish a timeline for your campaign.

Review and Launch Your Campaign

Review the ad you have created or boosted. Ensure all details, including audience targeting and campaign objectives, are accurate. Verify your billing details and budget. After confirming everything is ready, initiate your campaign and begin hitting your targets!

How Can Marketers Launch Lead Gen Forms on LinkedIn?

Creating a Lead Generation Form on LinkedIn is straightforward:

1. Sign in to your Campaign Manager account on LinkedIn.
2. Select “Assets” from the left menu.
3. Choose “Lead Gen Forms,” then click on “Create Form.”
4. Complete the sections you wish to include in your form and then click “Create.”

How One Can Launch Text and Dynamic Ads on LinkedIn?

Launching other LinkedIn ad types is similar to creating Sponsored Content campaigns:

1. Navigate to your Campaign Manager page and click “Create Campaign.”
2. Choose an ad product by selecting “Dynamic Ads.”
3. Specify the details of your campaign.
4. Once satisfied, launch your ad campaign!

Which LinkedIn Ads Practices Are Best?

Crafting a successful LinkedIn ad campaign involves adhering to several core practices recommended by LinkedIn itself.

Define Your Target Audience

Identifying your audience’s location is essential, as it’s the only mandatory field when setting up your campaign. You can be broad, targeting by country, state, or province, or get specific by targeting cities or metropolitan areas.

Refine your audience for various LinkedIn ad types using criteria like company details (industry, size), demographics, education, job experience, and interests. To avoid limiting your reach, you should avoid being overly specific. If you’re new to LinkedIn ads, start with broader targeting and use A/B testing to find what works best.

Craft Compelling Ad Copy

Your ad should have a concise headline, descriptive copy, and a clear call to action (CTA). Readers need straightforward instructions on what to do next, such as “Register Now” or “Sign Up Today!” Make sure your call to action aligns with the objectives of your campaign.

Select the Right Content

To truly connect with your audience, your content needs to stand out. Here are some tips for various LinkedIn ad types formats:

Sponsored Content:

1. Reuse content from your blog, website, and social media.
2. Include 4-5 ads per campaign.
3. Use rich media like video and audio.
4. Share compelling human interest stories to foster an emotional connection.
5. Add your insights to trending news to showcase your brand’s thought leadership.

Sponsored Messaging:

1. Share blog posts, webinars, or industry analysis to encourage brand consideration.
2. Promote product demos, tutorials, success stories, or upcoming events for lead generation and conversion.

Text Ads:

1. Include visuals, even though they are optional, to enhance performance.
2. Use profile images rather than logos when possible.

Video Ads:

1. Keep videos under 30 seconds to increase view completion rates.
2. Design videos for sound-off viewing and include subtitles.
3. Ensure a strong hook within the first 10 seconds.

Promote Organic Posts

Use tools to promote various LinkedIn ad types organic posts as sponsored content, targeting audiences based on location, interests, or professional information for quick promotions.

Analyze Performance

After publishing your ads, it’s crucial to regularly analyze their performance to gain insights into what’s working and make necessary adjustments. A powerful ad spy tool like PowerAdSpy can greatly aid in this process. Leveraging this tool allows you to analyze ad performance across various platforms.

Get Started

You can uncover competitor strategies, monitor engagement metrics, and identify trends that can inform your ad optimization efforts. This proactive approach ensures your campaigns remain effective and aligned with your marketing objectives, maximizing ROI and enhancing overall ad performance.

Implementing these best practices can help optimize your LinkedIn ad types campaigns for better engagement and results.

PowerAdSpy- Best Ad Intelligence Tool

PowerAdSpy is an advanced ad intelligence tool designed to help marketers uncover insights into their competitors’ advertising tactics across multiple platforms. It offers crucial data and analytics to refine and boost marketing campaigns. Here are its key features:

Advanced Search and Filtering

Users can search for ads by keywords, advertiser names, domains, and ad texts, ensuring highly targeted results. PowerAdSpy allows filtering by ad type, demographic data, engagement metrics, and more, enabling users to find relevant ads quickly.

Extensive Ad Database

PowerAdSpy maintains a large database of ads from major platforms like Facebook, Instagram, Google, YouTube, and more. It provides continuous updates with new ads, ensuring users access the latest trends and strategies in multiple LinkedIn ad types campaigns.

Detailed Ad Analytics

This ad intelligence tool provides detailed analytics on ad performance metrics, including likes, shares, comments, views, and engagement rates. It tracks competitors’ ad strategies, budgets, and audience targeting, gaining actionable insights for competitive advantage.

Bookmark Favorite Ads

You can bookmark top-performing ads with a single click, saving them to your personalized inventory for future reference. It streamlines accessing and reusing successful ad concepts, eliminating the need for repeated searches and enhancing campaign planning efficiency.

Customizable Dashboard and Alerts

PowerAdSpy offers customizable dashboards to track specific LinkedIn ad campaigns or competitors, facilitating focused analysis and strategic decision-making. It sets up alerts for LinkedIn ad updates, ensuring timely awareness of new competitor ads or industry trends, and empowering proactive LinkedIn ad types campaign adjustments.

PowerAdSpy equips marketers with the tools they need to stay ahead in the competitive landscape by uncovering valuable insights, optimizing ad strategies, and ultimately improving campaign effectiveness and ROI.

Read More

A Complete Guide to LinkedIn Carousel Ads

How To Target Competitor Audiences Through LinkedIn Advertising in 2024?

LinkedIn Ad Formats

LinkedIn provides a range of ad formats to support different advertising objectives. Here’s a brief explanation of each format and its primary goals.

Single Image Ads: These ads show up as promoted content in the LinkedIn feed. They are ideal for driving brand awareness, website visits, engagement, conversions, lead generation, and job applications.

Carousel Ads: Feature multiple swipeable cards to tell a story, showcase products, or share insights. Great for increasing engagement and driving traffic.

Conversation Ads: Interactive ads that allow users to choose their path through multiple CTAs are perfect for showcasing products and encouraging event sign-ups.

Document Ads: Share long-form content like PDFs, whitepapers, and presentations to generate leads for various LinkedIn ad types and provide in-depth information.

Video Ads: Promote thought leadership, highlight customer experiences, showcase new products, and share company culture. Effective for driving video views.

Event Ads: Promote LinkedIn events, increasing their reach and engagement.

Follower Ads: Create dynamic ads tailored to individual users, prompting them to follow your LinkedIn Page and expand your follower base.

Lead Generation Forms: Streamline lead collection by auto-filling forms with LinkedIn profile data, making it easier to capture high-quality leads.

Spotlight Ads: Drive users directly to your landing page or website with personalized dynamic ads highlighting products, services, or content.

Single Job Ads: Promote job opportunities directly in the LinkedIn feed, helping to increase the click-to-apply rate for job postings.

Thought Leader Ads: Promote content from executives or influencers within your organization to build brand authority and engage your audience.

These formats allow you to target specific business goals and effectively reach your audience on LinkedIn.

Wrapping Up

LinkedIn Ad types offer a versatile and effective way of reaching a professional audience. With different ad type options, businesses can tailor campaigns to specific goals and audience segments. Each ad type has unique strengths, from building brand awareness to generating high-quality leads.

Understanding and utilizing the nuances of each format can greatly improve campaign effectiveness. Marketers can maximize their impact on LinkedIn by aligning ad types with business objectives, utilizing PowerAdSpy- a LinkedIn ad spy tool, and continuously optimizing.

Explore, experiment, and utilize LinkedIn ads to connect with your professional audience and drive growth. LinkedIn Ads can be a powerful tool for achieving your marketing goals with the right strategy.

Frequently Asked Questions

Que: What ad format works best on LinkedIn?

The Complete Guide to Choosing the Right LinkedIn Ad Format starts with Format 1: Single Image Ad – Sponsored Content. LinkedIn Sponsored Content is the platform’s most widely used and popular ad format. It’s straightforward to set up: prepare an image banner and add concise ad copy above and below. With these elements in place, your ad is ready to reach your target audience.

Que: How many ads are in a LinkedIn campaign?

On LinkedIn, you can create up to 100 ads for a single ad format within each campaign.If you reach the limit for campaigns or ads, you’ll need to create a new campaign group or campaign to add additional campaigns or ads.

Que: What dimensions are ideal for LinkedIn ads?

It’s recommended to use images sized at 1200 x 627 pixels. Larger visuals have been shown to achieve up to a 38% higher click-through rate (CTR).

Que: What are the most effective LinkedIn ad types? Top LinkedIn Ad Types for 2024?

1. Video Ads: Video content is highly favored for marketing and engagement.
2. Single Image Ads: Simple yet effective, these ads are widely used.
3. Text Ads: Direct and concise, ideal for targeted messaging.
4. Thought Leader Ads: Establish credibility and thought leadership.
5. Document Ads: Showcase detailed content and resources.
6. Carousel Ads: Engage with multiple images or videos in a single ad.
7. Message Ads: Directly communicate with personalized messages.