LinkedIn Advertising
Paid advertising on LinkedIn's platform, targeting professionals based on job-related criteria.
LinkedIn Advertising enables B2B marketers to reach professionals based on job-related criteria on the world's largest professional network.
**LinkedIn Ad Formats:**
• **Sponsored Content**: Native ads in the feed (single image, video, carousel, document) • **Message Ads**: Direct messages to member inboxes • **Dynamic Ads**: Personalized ads featuring member data • **Text Ads**: Simple PPC ads in sidebar • **Lead Gen Forms**: Pre-filled forms for easy conversion
**LinkedIn Targeting Options:**
• Job title and function • Seniority level • Company name and size • Industry • Skills and groups • Education • Matched Audiences (website visitors, email lists, account lists)
**LinkedIn Campaign Objectives:**
• Brand awareness • Website visits • Engagement • Video views • Lead generation • Website conversions • Job applicants
**LinkedIn Best Practices:**
• Use specific job title targeting • Leverage matched audiences for ABM • Test organic before paying to amplify • Create mobile-optimized creative • Use Lead Gen Forms to improve conversion • A/B test creative and targeting • Monitor frequency to avoid fatigue
**LinkedIn Costs:**
LinkedIn typically has higher CPCs/CPMs than other platforms ($6-12+ CPC) due to precise B2B targeting and professional audience quality.
Related Terms
B2B Advertising
Paid promotional activities designed to reach and engage business decision-makers across digital and traditional channels.
Account-Based Marketing (ABM)
A focused B2B strategy that concentrates sales and marketing resources on a defined set of target accounts.
Programmatic Advertising
The automated buying and selling of digital advertising using data and algorithms.