About LinkedIn Ads And How They Work

Learn How Linkedin Ads Work With BCNMKT.

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Linkedin Ads work by letting you choose a Campaign Objective, which will then depict what Ad formats and pricing models you will be able to use. You then choose your Bid Strategy and start planning marketing goals to either increase follower base and engagement, increase leads, increase website traffic and sales, or optimize your job postings.

Ad Formats Used And Placement Locations

Linkedin uses 4 main types of ad formats on their platform. These include; Text Ads, Sponsored Content, Sponsored Messaging, And Dynamic Ads. We will aim to explain the sub-type ad formats under each one, and where their ad placements are shown.

Text And Dynamic Ads

Text ads are only shown on desktop. They don’t show on mobile or tablet devices. They are shown from what you have shown interest in, in relation to your profile, and what you interact and show interest in on the advertisers platform. Depending on the text ad placement, images and logos may be left out.

Dynamic Ads show in the right rail on LinkedIn pages and only on desktops. These ads will also only show if users are logged.

Text And Dynamic Ads Ad Types:

3 Ad Format types are used with Text And Dynamic Ads, including:

Sponsored Content

Sponsored Content Ads appear on the LinkedIn homepage feeds of your target audience. They’ll appear on all desktops and should show on most mobile and tablet devices.

It’s also possible they can also show in the LinkedIn feed on desktop and mobile devices. It’s important to note though that this doesn’t include on your LinkedIn Page or Showcase Page.

Ad Formats Used For Sponsored Content

LinkedIn Ads used 4 different types of sponsored Content which includes:

Sponsored Messaging

Sponsored Messaging placements show in LinkedIn Messaging on both desktop and mobile. Ads will show when users are logged into their LinkedIn accounts.

Sponsored Messaging Ad Types

There are 2 main ad formats used with Sponsored Messaging, such as:

Pre-Filled Lead Generation Form LinkedIn Ads

Linkedin Ads Use a great campaign design for lead generation. The best thing about it is Linkedin already have the members profile details, so when you create the form, it dynamically pre-fills the users information for them.

All they have to is review, update anything missing, and click submit. This reduces large amounts of time in the users journey and should help conversion rates in comparison to general forms that don’t pre-fill details.

Lead Gen Forms Ads

There is only 1 Ad Type to choose for this campaign which is Lead Gen Forms.

LinkedIn Ad And Campaign Goal Objectives

Have 3 commonly used marketing goals or objectives that they use to target and optimize around. These are; Awareness, Consideration, and Conversion.

Linkedin’s Awareness Objective

Linkedin’s Awareness Objective is targeted around impression based bidding and is used for increasing reach and testing new audiences.

Consideration On LinkedIn

The Consideration strategy is targeted to increase and optimize; website visits, content engagements, these include the general ones such as; likes, comments and shares, as well as clicks to your social channels or other partnered websites. Or, to increase and optimize your video views.

Conversion Objectives

Conversion objectives are for when you want to focus on a specific action that will bring your business value. This includes; Lead Generation, Website Custom Conversions, or to improve Job Applications, both with quality and quantity.

Bid Strategies and Pricing Models Using LinkedIn Ads

LinkedIn Ads use 3 different bid strategies with their pricing models applied to your campaigns. These Bid Strategies include; Maximum Delivery, Target Cost, And Manual Bidding.

Maximum Delivery

The Maximum Delivery bid strategy is a fully automated option where LinkedIn’s system sets the bid for you. This strategy will deliver your full budget, while aiming to get the most results possible.

Target Cost

Target Cost Bid strategies is an automated bidding option that will set your bid from either using CPC, CPM and CPV, whichever is set up in the campaign

The main difference with this strategy is that it allows the advertiser to set their own preferred cost per key result. LinkedIn will then use its automated system to stay as close to that specified cost as possible.

Manual Bidding

Manual Bidding is just that, it’s a manually managed bidding strategy by you. It doesn’t provide any automated support from LinkedIn.

LinkedIn Pro Tip With Manual Bidding:

If you are going to use Manual Bidding, you will gain the most control over your bids, but it’s also recommended to monitor campaigns regularly.

This is because manual bidding will use the advertisers exact bid value set to be used in the ad auction. This usually requires a lot of experience to monitor and optimize cost per engagements on a refined level.

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