Advertising on Social Media 101 – LinkedIn

by | June 12, 2018, 9:28

LinkedIn ads

When it comes to advertising on social media, most of us think first of Facebook, Instagram, or perhaps Twitter. So you might wonder why even bother advertising on LinkedIn? Depending on your product or service, LinkedIn can be a gem when it comes to reaching your target audience.

LinkedIn is a networking platform for employers and job seekers--in other words, a platform for working professionals. In fact, it is one of the most popular social media platforms today. Anybody who is anybody has a LinkedIn profile, and it is a great platform for serious career builders. Many people use LinkedIn specifically to maintain professional contacts and network digitally, as well as look for new jobs or new hires.

Because of this, advertising on LinkedIn is a great way to make sure you have your social media bases covered. Furthermore, LinkedIn is naturally targeted for working professionals, so if you’re seeking that type of demographic, you’re already dialed in on LinkedIn. 

What is a LinkedIn Ad?

With over 500 million monthly users worldwide, LinkedIn will get you in touch with the workforce professionals you’re trying to reach. Much like Facebook, LinkedIn ads can appear in the side column of the page or as a post on the news feed. They incorporate both text and visuals.

Getting started with LinkedIn ads

Choose your ad product

In LinkedIn you get four choices when it comes to type of ads. You can choose from sponsored content, dynamic ads, text ads, and sponsored inmail. Each type allows you to reach your audience is slightly different ways. Once you pick the type of ad that meets your needs, you get to build your ad.

After you select your ad type you will then be asked set up a campaign manager account, if you don’t already have one.


Who do you want to reach? Like with the other social media platforms, you get to target the specific people you need to reach. With LinkedIn you get the added bonus of choosing whether or not to target a certain job type or title.

Select your budget

Once you’ve created your ad and it meets your expectations, you will be able to determine how much budget you have for the ad. You can spend as little or as much as you like on your ad campaign. Select the budget that makes sense for you.

In LinkedIn you have three budget options: cost per click, cost per impression, or cost per send.

Cost per click is used for action-oriented type campaigns. The cost per impression model is usually used when brand awareness is the goal. Cost per send is used for sponsored inmail campaigns. You pay for each inmail that is successfully delivered.

Once you select the best ad for you, you will choose your daily budget, ad state and end dates, and your total budget. You will also enter your suggested bid. This is unique to LinkedIn.

This auction system rewards engagement, meaning you can win an auction without being the highest bidder. This bidding system allows you the chance to bid a minimum price for your ad. If you win your bid, then you get to pay the lowest price for your ad. Learn more about LinkedIn ad bidding here.

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