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10 June 2019

Types of LinkedIn Ads and their Benefits for B2B businesses

Types of LinkedIn Ads and their Benefits for B2B businesses
Types of LinkedIn Ads and their Benefits for B2B businesses

Breaking through untapped terrain is an arduous task, especially for B2B businesses. With products or services designed for other businesses, you need to make an impact on individuals at the top of the decision-making hierarchy. LinkedIn, boasting over 610 million tech-savvy professionals, is undoubtedly the first choice not only for you but also for your competitors and other B2B businesses to make valuable connections.

According to LinkedIn, 4 out of the 5 members on its platform are people who drive business decisions. This includes 63M decision makers, 90M senior-level influencers, 70M opinion leaders, and 6M IT decision makers. With such a large number of decision makers on LinkedIn, the competition is tacit. So, how much competition are you dealing with? 79% of B2B marketers believe that LinkedIn is a useful source to generate leads.

LinkedIn is the favorite hangout place for the professional community, and it takes much more than a simple post to drive attention where you want to. This is where LinkedIn advertising can help you get more visibility and ensure that you are getting your message across to the right decision makers.

Types of LinkedIn Ads

There are a variety of LinkedIn advertising options to promote your business. The key is to choose the most suitable one, depending on your content. Below is a synopsis on each business ad.

Sponsored Content

Want to promote the existing post on your LinkedIn account or page? LinkedIn Sponsored Content advertisements are perfect. As they’re injected in the user’s news feed, be it a desktop, mobile, and/or tablet, it is natural for them to lead more engagement.

You can use this ad to broadcast news, articles, videos, upcoming promotions, social work, and more. You can use more text, larger image, add a click-through link to the respective web page to entice users, and create brand awareness.

Sponsored Inmail

Sponsored Inmail messages are personalized messages delivered directly to the users’ inboxes, which are viewable across all the devices. These are highly personalized and are sent only when the user is online so that it appears at the top in the inbox! They are like any regular message and are purchased on a cost-per-send basis.

Text Ads

LinkedIn Text Ads are similar to Google or Bing search ads and drive traffic to your page or website. Incorporate an engaging heading, unique image, and on-point description and try creating multiple variations to understand which works best for you.

These run on desktop only and are perfect for a quick campaign, involving easy setup and management. You can either choose the cost-per-click model or cost-per-thousand impressions model.

Video Ads

LinkedIn Video ads have become quite a buzz to promote your brand, and B2B businesses have quickly realized and adapted to this changing trend. It is a visual form of storytelling that engages users to make an impact. Moreover, according to Cisco, videos will drive 82% of internet traffic in 2021. In addition, eMarketer claims that the video ads budget will go up to $22.18 billion in 2021.

It’s about time to get on the train and get a headstart.

Dynamic Ads

If you wish to quickly up your page or website’s traffic or likes, advertise job openings, gated content or generate leads, dynamic ads are perfect. They are personalized ads ideal for delivering messages to the influential audience and engage users.

Display Ads

LinkedIn Display Ads make everything else a background and focus on your targeted audience, perfect for those who are in the initial business stage. They are LinkedIn's version of programmatic ads where you can buy ads through auction or your favorite advertising platform.

Benefits of Employing LinkedIn Ads for Your Business

According to Statista, 60% of LinkedIn users have an annual household income of $100K or more. It is all about being present in front of the right audience, and LinkedIn marketing solutions get you there. Below are some of the advantages of LinkedIn ads that make them indispensable for B2B marketers.

A Multitude of Demographic Options

A LinkedIn user’s profile comprises of details about the company, role, skills, profession, and other functions. With such information available on their network, it becomes simple for the ad system to consider these dynamic elements and fetch you a more effective result. Using LinkedIn ad platform, marketers are bound to hit the right audience.

The LinkedIn ad targeting characteristics include:

  • Job title
  • Job function
  • Company size
  • Company name
  • Gender/age
  • Geography
  • Skill
  • Degree
  • Industry
  • Group
  • Seniority

Largest B2B Platform

As a B2B marketer, your target audience is business professionals, and LinkedIn comprises of over 610 million users. A Forrester analyst - Kim Celestre says, “LinkedIn members are highly motivated to maintain their professional profiles and keep their job details current.” The users, whether seasoned or new, keep their profile updated to find a new job or for networking purposes. Hence, with regularly updated information, advertising through LinkedIn will always yield a spot-on result.

So, while everyone is turning to Twitter and Facebook for their B2B business, LinkedIn is where the magic is happening. 80% of B2B leads are generated from LinkedIn. Get going with your advertising strategies!

Accommodate Skills-based Leads

The LinkedIn members update skills set on their profile as well as receive endorsements from their networks. This allows marketers to analyze which professional would be a good fit for the product or service, which further empowers him/her to run the promotional post by targeting the skill.

No other social media advertising platform on the cyberspace allows the marketer to segment campaigns based on the area of expertise.

LinkedIn Lead Accelerator

With the help of LinkedIn Lead Accelerator, B2B marketers can sort out the data and potential lead details easily on their own. In addition, it also helps streamline the ad campaign strategy by rendering marketers to display the ad at the right time in front of the right people. Thus, smoothing out the work for marketers, enabling them to nurture their prospects through the funnel and efficiently increase the conversion rates while cutting down on cost-per-lead.


According to a recent study by HubSpot, LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, which is almost 3x higher than both Twitter and Facebook. Don’t miss out on such a luxurious opportunity for your business! Give a boost to your B2B marketing with LinkedIn advertisements. If time is a problem, Netclues can help! Our team of expert marketers will not only choose the right advertisement option depending on your business type and advertisement objective but also design, initiate, and manage your campaigns in a fashion that will help you inch closer to your business-critical goals.

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Written by Jay Mehta

Jay Mehta is the Internet Marketing & Sales Executive at Netclues for over a decade. Jay has been a marketer, content writer, blogger, advertiser, project manager and a knowledge base for several business in the Cayman Islands and he has had many publications in the industry.

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