Few platforms compare to LinkedIn when it comes to B2B marketing or connecting with like-minded professionals. The reason for this is that, unlike other platforms, LinkedIn’s focus is on building professional business connections. One of the platform’s most used ad types is Sponsored Content Ads.
Whether you are just starting out or you’re here to refine your LinkedIn Ads strategy, this guide will take a deep dive into everything you need to know about Sponsored Content ads. Let’s get started!
What Are LinkedIn Sponsored Content Ads?
LinkedIn Sponsored Content Ads are advertisements that appear directly on the user’s feed. Unlike banner ads — LinkedIn audience network or Google Display Ads — that stick out like a sore thumb, these ads blend seamlessly with the viewer’s LinkedIn feed. An added benefit of this is that this seamless experience makes it more likely that viewers will engage with it.
LinkedIn Sponsored Content Ads are great for establishing credibility within an industry and driving B2B conversions. Marketers can use this ad type to showcase a business’ story, promote products or highlight different services. Furthermore, with LinkedIn’s precise targeting capabilities, you can reach your intended audience based on a job title, industry, skills or even company size.
Types of LinkedIn Sponsored Content Ad Formats
Not all ad types are created equal, nor do they have the same purpose. LinkedIn offers several ad formats under the Sponsored Content umbrella to help you reach your advertising goals. Below are six different ad types that fall under Sponsored Content:
1. Single Image Ads
While Single image ads are simplistic in their design, that does not take away from their effectiveness. This ad type uses visuals and concise text to grab the viewer’s attention. Single-image ads are ideal for announcing product launches, driving traffic to your website and promoting new blog posts.
2. Carousel Ads
Carousel Ads are a series of swipeable pictures/images, each with their own caption. With this ad type, you can tell a story that engages the user with each swipe. This ad type is often used as a “how-to” — sharing customer satisfaction or highlighting different product features. When running carousel ads, ensure they flow naturally from one card to the next. Also, have a strong CTA at the end that will entice users to take the next step.
3. Video Ads
Video ads require little introduction. Chances are if you have been on LinkedIn or most social platforms, you have seen a video ad. Think of them as a treat for the senses. They use sight, high-quality visuals and sound to quickly draw an audience’s attention.
The truth is that in our digital age, users are more likely to search for a video to explain something than they are to read a blog about it — yes, I realise the irony in that statement. Therefore, use video ads to explain complex ideas, demonstrate products or sharing your business’s motto.
4. Document Ads
While this ad type is more niche, it is great for sharing industry expertise. Document ads allow users to preview and download materials right from their feeds, making it a lot more convenient than sending them to a specific landing page. In addition to using this ad type to solely showcase expertise and provide value, businesses can also use them for generating leads.
5. Thought Leader Ads
Thought Leader Ads are a marketing tool which uses employee content and executive expertise to promote the business. This ad type is excellent for establishing and building credibility within an industry. Think of them as sponsored blog posts on the LinkedIn platform. When used properly, they cultivate trust through the valuable content they share.
6. Event Ads
Whether you are planning a conference, webinar or training session, Event Ads is the go-to format for driving registrations and sign-ups. This ad type is great for highlighting key event details like dates, times, speakers and venues. Like Document ads, Event ads are more niche but they are an excellent choice when you need to promote a conference or webinar.
Why Use LinkedIn Sponsored Content Ads?
LinkedIn Sponsored Content ads have several benefits that make them a good choice:
Build Authority: Depending on the objective, these ads establish a sense of credibility and trust for your brand as well as help with driving B2B conversions.
Reach a Professional Audience: LinkedIn’s user base includes many business professionals, from employees to executives. This makes it a prime platform for B2B marketing.
Increased Engagement: These ad formats are designed to seamlessly blend in with the user’s feed, which in turn results in higher interaction rates compared to other ad types.
Precise Targeting: LinkedIn offers extremely advanced targeting tools allowing you to tailor your ads according to very specific professional attributes.
How to Set Up a LinkedIn Sponsored Content Ad
Setting up Sponsored Content ads is quite straightforward. Below is a step-by-step guide to help you set up your first campaign:
1. Access ‘Campaign Manager’
Log in to your LinkedIn account and open the Campaign Manager. Here you will create, manage and track all your active campaigns.
2. Choose Your Objective
Think about what you want to achieve with this campaign. Choose an objective from the list provided. Options include brand awareness, website visits, engagement all the way to lead generation.
3. Define Your Audience
LinkedIn’s targeting options are incredibly detailed and can be tailored according to specific specifications. You can target criteria such as location, job title, company size, industry and even skills to narrow down your audience.
4. Select Your Ad Format
Pick the Sponsored Content ad type that aligns best with your goal — Single Image, Carousel, Video, Document, Thought Leader or Event Ads.
5. Set Your Budget & Schedule
Next, you will need to select the budget you are willing to spend on this ad campaign. LinkedIn enables you to either choose a daily budget or set an overall budget for the duration of the campaign. After you have done that pick the start and end date of the campaign.
6. Create Your Ad
This step is where you upload the visuals of the ad, write captivating headlines and craft strong ad copy that will resonate with your target audience. Ensure you include a strong CTA that guides viewers seamlessly toward the desired outcome.
7. Launch & Monitor
Once your ad is live, you can track its performance through LinkedIn’s analytics. Keep a close eye on metrics such as impressions, clicks and conversions. Ensure that you adjust and edit your campaign as needed.
In Closing
LinkedIn Sponsored Content ads are a must-have for businesses looking to connect with professionals, establish credibility and drive B2B conversions. With the vast variety of formats and advanced targeting options, the possibilities for growth are endless. If you are ready to elevate your LinkedIn advertising strategy, fill in the form below and let’s help you achieve a new level of campaign success!