LinkedIn advertising (similar to Facebook advertising) is becoming an increasingly popular tool in the hands of marketers and entrepreneurs. This platform, with over 950 million users in over 200 countries around the world , is the perfect place to build your brand, increase engagement and generate conversions, especially in the B2B area.

Still not investing in LinkedIn Ads because you don't know exactly how to go about it? Don't worry. The following article was created to help you gain knowledge about creating advertising campaigns on this social media channel. Make yourself a coffee, sit comfortably and read how to create an ad on LinkedIn step by step!

LinkedIn Advertising Goals

Let’s start with what LinkedIn ads are actually for. LinkedIn Ads campaigns can achieve different marketing goals, depending on the company’s strategy and the needs of the target group.

Cele reklamowe na LinkedInie

The basic advertising goals you can achieve with LinkedIn Ads are:

Increased brand awareness

Running a LinkedIn campaign allows companies to promote their content, which helps increase brand recognition among users of the platform. Ads allow you to reach a wide audience, including top industry professionals, business partners, or potential customers. You can create campaigns based on photo and video views, supporting the acquisition of new followers, initiating conversations, or promoting events.

Interest

LinkedIn lets you grab the attention of potential customers with attractive ad formats and precise targeting. You can direct your ads to people who are most likely to be interested in your offer, promoting e-books, webinars, or expert articles, for example.

Conversions

One of the main goals of advertising activities on LinkedIn is to convert user interest into specific actions, such as filling out a contact form, signing up for a newsletter, registering for an event, or making a purchase.

You can read more about LinkedIn Ads campaign goals HERE .

LinkedIn Ads - Step-by-step guide

To get started with LinkedIn advertising, you need to go through a few steps. We’ve broken them down step by step below.

LinkedIn Ads Campaign Manager - Create an Ad Account

The first step to creating a LinkedIn campaign is to create an account in Campaign Manager and enter your company name. This tool lets you manage all aspects of advertising on the platform, from creating and configuring a campaign to monitoring its performance.

Menedżer kampanii LinkedIn Ads — załóż konto reklamowe

Set up your campaign

Once you have an account in Campaign Manager, you can move on to setting up your campaign. Here are the things you need to set up in order.

Campaign Name and Objective

Choose a campaign goal, such as increasing awareness, engagement, or conversions (as discussed above). This will help you set up the rest of your campaign to match your goals.

Target group

Define who you want to target. You can choose from a variety of targeting criteria, such as job title, industry, demographics, education level, and company size.

Advertisement format

LinkedIn offers a variety of ad formats, such as single image, carousel, text, video, messaging, etc. Choose the one that best fits your campaign objective and content.

Where your advert is displayed

Decide where your ads will appear—for example, on the LinkedIn homepage, in the news section, or in search results.

Budget and schedule

Decide how much you want to spend on your campaign by choosing a daily or lifetime budget, and set a schedule for your ads to run.

Creating an ad

Create ad copy that will grab the attention of your target audience. Remember to keep the copy concise, engaging, and include a clear call to action (CTA).

A/B testing and ad launch

Before you launch your campaign, it’s a good idea to run A/B tests to see which version of your ad is more eye-catching and generates the results you want. If everything works, you can launch your first ad!

What types of ads are there on LinkedIn?

LinkedIn is a platform that offers a variety of advertising formats that allow you to tailor your campaign to the specifics of your offer and the preferences of your target group. Here are the most important ones:

Single Photo Ad

The classic LinkedIn content ad format with a single image, text, and call to action. Works well for campaigns promoting specific products or services.

Reklama z pojedynczym zdjęciem

Carousel Advertising

An advert consisting of several scrolling cards, each with its own image and text. Perfect for showcasing different products, features or showing a success story.

Reklama karuzelowa

Text advertising

A simple ad format consisting of text and a small image. It appears in the sidebar or top of the page. It works well for building brand awareness at a low cost.

Reklama tekstowa

Message Ads

LinkedIn message advertising sent directly to the user's inbox. It allows for more personalized contact and is effective in generating leads.

Reklama w wiadomościach (Message Ads)

Conversation Advertising (Conversation Ads)

It looks similar to Message Ads, but offers more options, such as 5 CTA buttons, thanks to which the recipient decides what they are most interested in. It is an interactive ad format that allows for dynamic conversations with LinkedIn users, helping to better engage and generate valuable leads.

Reklama konwersacyjna (Conversation Ads)

Video Advertising

A video-based format that allows you to better present your products, services, or brand values. Great for building an emotional connection with your audience.

Document Advertising

With this LinkedIn ad format, you can share PDFs, presentations, slides, and other documents. This can help you increase brand recognition, build trust, and showcase your business values. It also allows you to provide users with the information they are looking for on the platform.

Reklama dokumentu

Event Advertising

Promoting events on LinkedIn such as webinars, conferences, or training sessions aimed at people from a specific target group.

Followers (Follower Ads)

An ad that encourages users to follow your company page on LinkedIn, increasing your follower base.

Obserwujący (Follower Ads)

Spotlight Ads

Advertising in the form of dynamic content addressed directly to the user, encouraging them to take specific actions.

Spotlight Ads

Job offer advertisement

Promoting job offers on LinkedIn that may be of interest to a specific group of professionals.

Reklama oferty pracy

Advanced LinkedIn Ad Targeting Options

LinkedIn's advertising system offers advanced targeting options that allow you to precisely reach the right people. You can target ads by:

These options ensure that your ads are displayed only to users who most closely match your ideal customer profile.

Ads Conversion Tracking – What Tools Does LinkedIn Offer?

Conversion tracking lets you monitor what actions users take after clicking on your ad. To do this, install the LinkedIn Insight Tag on your website—a short piece of code that lets you track user activity. This will allow you to measure the effectiveness of your campaign and optimize it to maximize results.

LinkedIn Insight Tag

What are the benefits of effective advertising on LinkedIn?

LinkedIn Ads offers many benefits, including:

  1. Precise targeting : Ability to reach a specific group of decision-makers and professionals.
  2. Format Variety : Wide selection of advertising formats that can be tailored to different marketing goals.
  3. Credibility : LinkedIn, as a professional platform, enjoys a high level of trust from its users, which translates into better advertising results.
  4. Advanced analytics : Tools for tracking and analyzing campaign results allow for precise optimization of activities.

Need more information on how to create an effective ad campaign and thus attract potential customers on LinkedIn? Sign up for our step-by-step LinkedIn Ads course, which contains nothing but specific data, practical advice and up-to-date examples. You can find it HERE .

FAQ

How much does advertising on LinkedIn cost?

The cost of advertising on LinkedIn depends on many factors, such as the ad format, target audience, competition in a given segment, and budget. LinkedIn recommends a minimum budget of around $10, but the actual costs can be much higher depending on the settings you choose.

How much does an entire LinkedIn Ads campaign cost?

The total cost of a LinkedIn ad campaign depends on the length of the campaign, the number of ads, and the budget you choose. This amount can range from a few hundred to a few thousand dollars.

How to reduce LinkedIn advertising costs?

To reduce advertising costs, it is worth conducting A/B tests, optimizing the target group, choosing the right advertising formats, and regularly analyzing and adjusting campaigns.

What ads work best on LinkedIn?

The best results come from single photo, video, and message ads, which are more personalized and engaging.

Who is best to entrust with running an advertising campaign on LinkedIn?

It is best to entrust the campaign to specialists in the field of internet marketing. Yes, that's us! If you are looking for someone to take care of your profile on LinkedIn and make this channel your source of B2B leads and income, we invite you to contact the digitalk team . With us, you can count on the success of your business on LinkedIn!