Social Media Marketing


Introduction to LinkedIn Advertising

LinkedIn advertising is a form of paid advertising that allows businesses to promote their products or services to LinkedIn’s network of professionals. 

In this article, we’ll take a closer look at LinkedIn advertising, its features, benefits, cons, how it works, who should use it, best practices, and how it differs from advertising on other social media platforms. 

Importance of LinkedIn as a Professional Networking Platform

LinkedIn is widely recognized as one of the most important professional networking platforms available today. Its significance stems from several key factors:

Expansive Professional Network

LinkedIn boasts a massive user base of professionals from various industries and sectors worldwide. This vast network allows individuals to connect with colleagues, peers, mentors, and potential employers or clients.

Professional Branding and Visibility

LinkedIn provides a platform for professionals to showcase their skills, experiences, and achievements. Users can build a comprehensive profile that acts as a virtual resume and can attract opportunities from recruiters, headhunters, and other professionals seeking collaborations.

Networking Opportunities

LinkedIn offers numerous features and tools for networking. Users can join industry-specific groups, participate in discussions, and engage with like-minded professionals. These interactions enable the exchange of knowledge, insights, and ideas, fostering professional growth and collaboration.

Job Opportunities and Recruitment

LinkedIn has become a prominent platform for job seekers and recruiters alike. Employers use LinkedIn to post job vacancies, search for potential candidates, and review their profiles. Job seekers can actively search for opportunities, follow companies of interest, and leverage their connections for referrals.

Industry Insights and Learning

LinkedIn provides a wealth of industry-specific content, including articles, news updates, and thought leadership pieces. Users can follow influential voices in their respective fields, gaining access to valuable insights and staying up to date with industry trends.

Professional Communities and Collaboration

LinkedIn facilitates the formation of professional communities focusing around common interests, industries, or goals. These communities enable individuals to collaborate, share knowledge, seek advice, and develop partnerships.

Reputation Management

LinkedIn acts as an online reputation management tool. By maintaining an active presence, users can demonstrate their expertise, engage with relevant content, and build credibility within their professional circles. 

What is LinkedIn Advertising? 

LinkedIn advertising is a way for businesses to reach a targeted audience of professionals based on their job title, industry, location, and other criteria. 

It can include sponsored content, sponsored InMail, display ads, and dynamic ads. The goal of LinkedIn advertising is to increase brand awareness, generate leads, and drive website traffic.

LinkedIn Advertising Features: Boosting vs. Campaigns

LinkedIn offers two primary advertising features: Boosting and Campaigns. Each feature serves a different purpose and provides unique benefits to advertisers. 

Here’s an overview of both:


Boosting is a quick and easy way to promote your posts and reach a larger audience. It is similar to boosting a post on Facebook. When you boost a post, you can choose your target audience based on job title, company size, industry, and location.

You can also set your budget and duration for the boost. Boosting is ideal for businesses that want to quickly promote a post and generate more engagement.


Campaigns, on the other hand, are more complex and require more planning and strategy. LinkedIn Campaign Manager is the platform that allows you to create, manage and track your campaigns.

With Campaigns, you have more control over your targeting, bidding, and ad format. You can create different types of campaigns, such as Sponsored Content, Sponsored InMail, Display Ads, and Dynamic Ads. 

Sponsored Content appears in the LinkedIn feed, Sponsored InMail allows you to send personalised messages directly to members’ inboxes. Display Ads appear on the right-hand side of the LinkedIn homepage, and Dynamic Ads appear in the right column or top banner of the LinkedIn homepage. 

Campaigns are ideal for businesses that want to generate leads, drive website traffic, and increase brand awareness.

Types of LinkedIn Ads

LinkedIn offers various types of ad formats to cater to different marketing goals and engage users effectively. Here are some of the types of LinkedIn ads available:

Sponsored Content

Sponsored content appears directly in users’ LinkedIn feeds, seamlessly blending in with organic content. These ads can include text, images, videos, or carousels and are an effective way to promote content, drive website traffic, or generate leads.

Sponsored InMail

Sponsored InMail allows you to send personalized messages directly to users’ LinkedIn inboxes. These messages can include rich media and are particularly effective for targeted messaging, event invitations, product announcements, or lead nurturing campaigns.

Text Ads

Text ads are small, concise ads that appear on the right-hand side or top of the LinkedIn desktop interface. They consist of a headline, description, and a small image (optional). Text ads are cost-effective and suitable for driving website visits, brand awareness, or lead generation.

Video Ads

LinkedIn video ads allow you to share compelling videos with your target audience. These ads autoplay in users’ feeds and can be used to showcase brand stories, product demonstrations, thought leadership content, or event promotions.

Carousel Ads

Carousel ads enable you to display multiple images or videos within a single ad unit. Users can swipe through the carousel to view different content pieces, making it ideal for showcasing multiple products, features, or case studies.

Targeting Options For Linkedin Ads

LinkedIn offers a range of targeting options for advertisers looking to run effective ad campaigns on the platform. These targeting options allow businesses to reach their desired audience based on various demographics, job titles, industries, and more. 

Here are some of the targeting options available for LinkedIn ads:

  1. Demographics: Target users based on age, gender, location, language, and education.
  2. Job Titles and Job Functions: Reach professionals in specific roles and functions.
  3. Industries and Company Size: Target users based on their industry and company size.
  4. Company Name and Follower Targeting: Target users based on specific companies or followers of certain companies.
  5. Interests and Skills: Narrow down your audience based on their professional interests and skills.
  6. Audience Expansion: Reach users with similar characteristics to your existing target audience.
  7. Retargeting: Display ads to users who have previously interacted with your brand.

Benefits of LinkedIn Advertising 

LinkedIn advertising offers several benefits for businesses and professionals looking to reach a professional audience and achieve their marketing objectives. 

There are several benefits of using LinkedIn advertising for your business:

Targeted Audience

LinkedIn’s targeting capabilities are one of its most powerful features. You can target your ads based on job title, company size, industry, location, and more. This ensures that your ads are seen by the right people, who are more likely to be interested in your product or service.

High-quality Leads

The majority of LinkedIn users are professionals who are actively engaged in nourishing their careers. This means that they are more likely to be interested in your product or service and are more likely to become high-quality leads.


 LinkedIn advertising can be cost-effective when compared to other forms of digital advertising, such as Google Ads or Facebook Ads. You can set your own budget and bid on a cost-per-click (CPC) or cost-per-impression (CPM) basis.

Cons of LinkedIn Advertising

While LinkedIn advertising provides numerous benefits, it is important to consider the potential drawbacks or challenges that businesses may encounter.

Here are some cons of LinkedIn advertising:


While LinkedIn advertising can be cost-effective, it can also be expensive, especially if you are targeting a highly competitive audience. The cost-per-click (CPC) on LinkedIn can be higher than on other platforms, so it’s essential to have a clear strategy and budget in place.

Limited Reach

While LinkedIn has a large audience, it is still a niche platform, with a focus on professionals and businesses. This means that your reach may be limited compared to other social media platforms.

Limited Ad Formats

LinkedIn offers a limited number of ad formats, which can be restrictive for some businesses. While there are options for sponsored content, sponsored InMail, display ads, and dynamic ads, options for video ads or interactive ads are unavailable.

How Does LinkedIn Advertising Work?

LinkedIn advertising operates through an auction-based system that allows businesses to bid on ad placements and reach their target audience. 

Here are 10 simple steps on how you can start your LinkedIn Advertising campaign:

Step 1: Define Campaign Objectives

Determine your specific goals for the campaign, such as brand awareness, website traffic, lead generation, or audience engagement.

Step 2: Choose Ad Format

Select the appropriate ad format that aligns with your campaign objectives, such as sponsored content, sponsored InMail, text ads, video ads, or others.

Step 3: Set Targeting Options

Define your target audience using LinkedIn’s targeting options. Consider demographics (age, gender, location), job titles, industries, company size, interests, and skills to narrow down your audience.

Step 4: Set Bids

Decide on your bid strategy and set the maximum amount you’re willing to pay for each click (CPC) or thousand impressions (CPM). This determines your competitiveness in the ad auction.

Step 5: Participate in Ad Auction

Your ads will compete in real-time auctions whenever a LinkedIn user meets your targeting criteria. LinkedIn considers factors like bid, targeting, ad quality, expected click-through rate (CTR), relevance, and landing page experience to determine ad rank.

Step 6: Ad Display and User Engagement

Winning ads are displayed to the targeted audience on LinkedIn. Users can engage with your ads by clicking on them, submitting lead forms, or taking desired actions based on your campaign objectives.

Step 7: Monitor Ad Performance

Regularly track your campaign’s performance using LinkedIn’s campaign analytics and metrics. Monitor impressions, clicks, click-through rates (CTRs), conversions, and cost per conversion to evaluate the effectiveness of your ads.

Step 8: Optimize Your Campaign

Analyze the performance data and make necessary adjustments to improve the campaign’s effectiveness. Refine your targeting, adjust bids, and optimize your ad creatives and messaging for better results.

Step 9: Budget Management

Set daily or lifetime budgets to control your campaign spending and ensure it aligns with your allocated budget.

Step 10: Continual Monitoring and Optimization

Keep a close eye on your campaign performance throughout its duration. Make ongoing optimizations based on the insights and data you gather to maximize the impact of your LinkedIn advertising efforts.

By following these steps, businesses can effectively leverage LinkedIn’s advertising platform to reach their target audience, achieve their marketing objectives, and drive meaningful results.

Who should be using LinkedIn Advertising?

LinkedIn advertising is particularly well-suited for businesses and professionals aiming to connect with a professional audience and achieve specific marketing goals. 

Here are some examples of who should consider using LinkedIn advertising:

B2B Companies

LinkedIn’s professional user base makes it an ideal platform for business-to-business (B2B) companies looking to reach decision-makers, professionals, and industry-specific audiences. It provides opportunities to promote products, services, and thought leadership content, and generate leads within relevant industries.

Recruitment and HR Professionals

LinkedIn is a hub for professionals seeking career opportunities. Recruiting agencies, HR departments, and employers can leverage LinkedIn advertising to attract top talent, promote job openings, and build employer brand awareness.

Professional Services Providers

Consultants, coaches, freelancers, and other professional service providers can use LinkedIn advertising to establish credibility, showcase expertise, and connect with potential clients in their target industries or job roles.

Event Organizers

LinkedIn’s targeting options allow event organizers to reach professionals interested in attending industry conferences, webinars, workshops, or networking events. It provides an effective way to raise event awareness, drive registrations, and engage with the target audience.

Higher Education Institutions

Universities, colleges, and educational programs can utilize LinkedIn advertising to promote courses, degrees, and certifications to professionals seeking career advancement or upskilling opportunities.

Thought Leaders and Influencers

LinkedIn is a platform where professionals share industry insights, thought leadership articles, and engage in professional discussions. Thought leaders, authors, and influencers can leverage LinkedIn advertising to expand their reach, increase their followership, and amplify their content.

Tech Companies and Startups

LinkedIn is a valuable platform for technology companies and startups looking to target professionals within specific industries, job roles, or skill sets. It provides opportunities to promote innovative products, attract investors, and establish industry partnerships.

Ultimately, any business or professional seeking to connect with a professional audience, build brand awareness, generate leads, or promote career-related opportunities can benefit from utilizing LinkedIn advertising. It offers a unique opportunity to reach a niche professional network and leverage its targeting capabilities to achieve specific marketing objectives.

How Does Linkedin Advertising Differ From Advertising on Meta? 

LinkedIn Advertising and Advertising on Meta differ in terms of their audience, targeting options, ad formats, and overall purpose. 

LinkedIn’s audience is primarily professionals, offers advanced targeting based on job title, industry, and company size, and its ad formats are designed for professional audiences. Meta’s audience is wider, offers targeting based on personal interests, demographics, and behaviour, and offers a range of ad formats including photo ads, video ads, and stories. 

LinkedIn is best for business-to-business (B2B) companies and professional services targeting a professional audience, while Meta is better for (business-to-consumer) B2C companies targeting a wider audience with personal interests and behaviours outside of their professional lives.

Ultimately, both platforms can be effective for advertising, and it’s essential to consider your goals, target audience, and budget when deciding where to allocate your money.


In summary, using LinkedIn ads can help businesses connect with the right people and help them meet their marketing goals. There are many great options for targeting and creating ads that people will find interesting, including ways to measure success.

However, it’s important to weigh the pros and cons of using ads, decide what you want to achieve and stick to some fundamental rules in order to make your ads successful. By doing these things, you can use LinkedIn ads to get the results you want and help your business grow.

If you’re looking to maximise the potential of LinkedIn advertising and build a strong brand presence, look no further than 2Stallions. We’re dedicated to helping businesses succeed, and we’re here to support you every step of the way.

Get in touch with us today to discover how we can assist you in creating an effective LinkedIn advertising strategy that delivers real results for your business!

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