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LinkedIn Advertising
social e media can be utilised in various ways. If you’re focusing on B2B marketing, LinkedIn Advertising is the way to go for you! With LinkedIn Advertising, you can present yourself in a unique way that blends creativity with professionalism. Interested? Find out what LinkedIn Advertising can do for you at Traffic Today!
The benefits of LinkedIn Advertising
Extensive business network
Specific targeting options
Budgets that can be adjusted in real time
Your results are immediately measurable
High return on investment and interaction with the target audience
A unique way to present yourself professionally
Why Advertise on LinkedIn?
Pinterest is a social media platform with a strong focus on visual inspiration. Pinterest users share photos on specific topics, such as recipes, home décor or fashion. The platform was founded in 2009 and has since grown into a social media platform that is an essential part of your social media strategy. By advertising on Pinterest, you can showcase the products from your shop in an appealing way. As it’s becoming increasingly important online to promote your business visually, Pinterest is the perfect channel.
Research has shown that 93 per cent of Pinterest users say they use Pinterest to plan a purchase. By advertising on Pinterest too, you can therefore ensure that you successfully reach this huge audience!
How much does LinkedIn advertising cost?
The costs for LinkedIn advertising vary. This is because it depends entirely on the type of advert you wish to run, how many people you want to reach, and how long you want your advert to run online. There are three bidding strategies used on LinkedIn:
- Cost Per Click (CPC): with this bidding strategy, you pay per click on your advert. This strategy is particularly effective when you include a call-to-action (CTA) in your advert.
- Cost Per Impression (CPI): with this bidding strategy, you pay per 1,000 impressions. This strategy is particularly useful if you’re aiming to build additional brand awareness.
- Cost Per Send (CPS): if you opt for a Message or Call advertisement, you pay on a CPS basis. You pay per message sent.
With each of these bidding strategies, you always have full control over how much of your budget you allocate to them. Some are more expensive than others, but every bidding strategy adds value to your LinkedIn adverts. Our online strategists will be happy to help you identify which bidding strategy is best suited to your needs, ensuring you have no trouble whatsoever in achieving your online objectives.
Types of LinkedIn Ads
There are various types of LinkedIn Ads you can use. We’ll list them and explain how you can utilise these methods of LinkedIn advertising!
Text and dynamic adverts
The most common types of advert on LinkedIn are text and dynamic adverts. These are also the simplest: they consist solely of text and do not allow for a visual message. However, with Spotlight adverts, you ensure that viewers who click on your advert are immediately redirected to your website. This is a form of dynamic advertising, as it primarily targets the online behaviour of LinkedIn users.
Sponsored content
If you want to promote your business through visuals, sponsored content is the way to go. This allows you to make the most of the various formats LinkedIn has to offer: with sponsored content, you’re not limited to just one photo; instead, you can use clever layout to create an engaging carousel of different images, or even convey your message through a high-quality corporate video. Sponsored content often works very well, as an eye-catching visual on LinkedIn helps you grab people’s attention more quickly.
Finally, events also form part of sponsored content. If your company is organising a gathering soon, or if you want to let your followers know that you’re promoting an event, you can do so using this form of advertising.
Finally, events also form part of sponsored content. If your company is organising a gathering soon, or if you want to let your followers know that you’re promoting an event, you can do so using this form of advertising.
Sponsored posts
A unique feature of LinkedIn – one you won’t really find on any other social medium – is the direct form of advertising via sponsored messages. This is because you’re not advertising in the user’s timeline, but in their direct messages. This makes the advert much more personal, which is often highly effective. Sponsored messages come in two forms: with a message advert, you’re aiming for a conversion; with a conversation advert, you’re trying to start a conversation. Both are very effective, though they have different outcomes.
Lead generation via forms
The latest method of LinkedIn advertising is, once again, completely different from the others: here, you post a form which the viewer can fill in to get in touch with your company straight away, or to sign up for a newsletter, for example. We don’t see this type of advert used much for commercial purposes, but it is commonly used to recruit new staff. If you’re looking for new staff, someone can apply straight away by filling in this form. The key here is that you’re really selling your business: when someone fills in the form, it feels like something special.
Thought Leadership Ads
In 2023, LinkedIn added Thought Leadership Ads to the platform, a form of advertising that allows you to advertise from a personal profile. In this blog, we explain everything you need to know about them.
The importance of LinkedIn advertising in 2026
By 2026, LinkedIn advertising will be more important than ever for companies targeting business audiences. The platform offers unique opportunities for targeted advertising based on job title, sector, company size and decision-making authority, enabling advertisers to connect directly with relevant professionals and decision-makers. Driven by the growth of B2B marketing and the increasing focus on high-quality leads, LinkedIn has become the most effective channel for generating business leads and strengthening brand authority within professional networks
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How do you set up a LinkedIn campaign?
To make it easy for you to set up a LinkedIn campaign, we’ve put together a handy step-by-step guide for you to follow.
Step 1 – Create a campaign
Your campaign needs to be set up according to many different requirements, but to do this, you must first simply create the campaign. You give your campaign a name and start thinking actively about which data will be important at a later stage in the step-by-step plan
Step 2 – Choose your target audience
What do you want to achieve with your LinkedIn adverts? You set out in your strategy beforehand which objectives you want to achieve; as soon as you create a campaign on LinkedIn, this is also the first piece of information you enter. In principle, your objective does not affect the final outcome of your advert, but it does influence how you monitor its performance. Ensure you collect only relevant data by clearly defining your objectives!
Step 3 – Select your target audience
To work as effectively as possible, it is important to be able to define your target audience as clearly as possible. When selecting your target audience within LinkedIn Ads, you choose from various factors, such as age, location and gender, as well as online behaviour or job title. This means you narrow down your ad audience to some extent, so that only relevant people see your adverts.
Step 4 – Choose your advertising format
LinkedIn offers various ways to advertise. It’s important to think this through carefully, as the type of advert you choose says a lot about the approach of your campaign. Will you opt for direct contact, or will you let an eye-catching visual do the work? It is also important to pay attention to the layout of your advert: not only do the dimensions differ, but so does the way it is displayed. If you want to advertise visually, a text-only advert is therefore not a logical choice.
Step 5 – Set your budget
An important decision you’ll need to make is how much of your budget you’re willing to allocate. This estimate may be difficult to determine, but can be based on previous results. LinkedIn provides a clear overview not only of your previous results but also of the expected outcome for a given budget. We do feel it is important to point out that a higher budget does not always equate to better results: the detailed planning of your campaign is just as important and should not be compromised.
Step 6 – Determining conversion
Ultimately, the aim of your advert is to drive people to your business or product. You do this by means of a CTA: you place a link to your website beneath a call to action. When someone clicks on this, it is referred to as a conversion. Setting up and correctly tracking these conversions is therefore very important, as this is ultimately how you measure the success of your campaign.
Step 7 – Placing an advert
Your advert is ready to go! Not only do you have an eye-catching advert that convinces your target audience of your product’s merits, but behind the scenes, everything is in perfect order too. Time to make an impact!
Step 8 – Monitoring
It’s tempting to stop taking an active approach as soon as your advert goes live, but that’s not quite how we recommend doing things. Once your advert is live, it’s actually time to start gathering valuable data. After all, this won’t be your last campaign! Furthermore, taking an active approach to monitoring is also useful if you’re not achieving the desired results. This allows you to make quick adjustments, leading to more conversions.
Defining a LinkedIn strategy
You now know how to advertise and what types of adverts there are, but how to run LinkedIn advertising successfully and in a targeted manner remains a mystery. The answer to this mystery lies in formulating a strategy. You formulate this by answering the following questions:
- What is my current role?
- What does my target audience want?
- How are my competitors responding to the target audience’s needs?
- What market data affects my business?
Once you have the answers to these questions, a unique positioning emerges almost immediately. You know what you need to do to occupy a unique position in the market and you also know how to capitalise on the gaps your competitors are leaving behind. Now that you know this, you can also formulate your objectives straight away. By identifying whether you’re aiming for greater brand awareness, new employees, better sales, or something else, you’ll know exactly what you need to do on LinkedIn. You’ll be able to target your adverts appropriately. Your strategy, therefore, forms the basis of your success.
LinkedIn Campaign Management
We have previously highlighted the importance of monitoring your LinkedIn campaigns. LinkedIn itself recognises this importance and helps you to implement it correctly. To this end, they have created a dashboard for what is known as LinkedIn Campaign Manager. LinkedIn Campaign Manager is the platform’s dashboard, and it includes the following sections:
Tracking conversions
You measure the success of your campaign by the number of conversions. After all, you do your very best to design your adverts in such a way that viewers click on them. You can see whether this happens by tracking your conversions. This dashboard therefore provides you with data on which campaigns are performing well and which are not, enabling you to identify what works and what doesn’t.
Matched target audiences
You are the one who defines your target audience, but LinkedIn is happy to lend a hand here. Once you have created a target audience, LinkedIn suggests alternative target audiences that may also be of interest to you. So, if you ever want to change your strategy, this could be a good option.
Block lists
An important part of your targeting is a client’s online behaviour. If someone visits a particular website, yours may also be of great interest to them. But the reverse is also true! Block lists allow you to exclude certain websites: if someone visits one of these, it is actually not a good idea to target them. LinkedIn itself provides the format for these exclusion lists, so setting them up doesn’t take hours.
Asset history
You collect a huge amount of data in your dashboard. It would be a shame if you could only use this for your current campaign, wouldn’t it? LinkedIn wholeheartedly agrees and therefore offers the ‘asset history’ feature. This allows you to convert old data into a new campaign, so you don’t have to repeat all the steps.
Tips for advertising on LinkedIn
We’d be happy to give you a few tips so you can get off to a successful start with LinkedIn advertising straight away!
- Be formal. More than anywhere else, it is important on LinkedIn to maintain a formal tone of voice. This does not mean you cannot have a personality, but it does mean you should always be respectful. After all, you are operating in a business market: using the formal ‘vous’ is therefore recommended.
- Work across multiple media. LinkedIn is highly effective, but to get the most out of it, you should use it as part of a full-circle social media strategy. You ensure that different channels link back to one another, enabling you to build a loyal following across multiple channels. Your website is also part of this strategy, so you can expect to see increased traffic here too.
- Stay active! Is there an interesting trend emerging in your market or sector? Post an interesting blog about it right here! By taking this proactive approach, you show your followers that you’re the first to know about the latest developments. If they want to capitalise on this, you’re the right person to turn to. Not only do you show that you’re the first to spot these trends, but also that you know what you’re talking about.
Traffic Today as your agency for LinkedIn advertising
Do you want to make LinkedIn advertising part of your marketing strategy, but aren’t quite sure where to start? Then partnering with an online marketing agency such as Traffic Today is a wise choice! We are very active on LinkedIn ourselves, so we know exactly what’s going on there. However, we don’t just run LinkedIn marketing campaigns for ourselves: we’d be delighted to add your name to the list of clients we’ve already helped in this area.
Your objectives are our priority. Through close collaboration, we do everything we can to work towards achieving them. Did you know, by the way, that as well as LinkedIn, we can also help with Facebook, Instagram, YouTube, TikTok , Pinterest and Snapchat Advertising ?
Frequently asked questions about LinkedIn Advertising
Which elements have the greatest impact on LinkedIn adverts?
Images and videos with authentic and relevant content often have the greatest impact. It is also important to include a compelling and clear call-to-action (CTA) that encourages users to take action.
What are the best times to run LinkedIn adverts for maximum engagement?
The best times to display LinkedIn adverts vary by target audience. It is best to consult LinkedIn benchmarks for this. These are industry averages that provide valuable insights into the average target audience.
How do my LinkedIn video adverts stand out in the feed?
To run your LinkedIn video adverts, it is important that your video is short, engaging and informative. Add subtitles so that the message can be understood even without sound, and make use of the targeting options to show the video to the right audience.
Why Advertise on Pinterest?
Pinterest Advertising offers you the chance to showcase your business in a unique, creative way. The great thing about this is that Pinterest places adverts in such a way that they don’t immediately stand out as adverts at all. By giving your adverts the right Pinterest look, you’ll easily stand out in a positive way. Does someone share your advert? Great! Then your advert is no longer treated as an advert, but as a normal pin.
Want to get the most out of LinkedIn?
Are you curious about the possibilities of LinkedIn Advertising? Please feel free to contact us for a no-obligation chat. By phone, online or in person? Just let us know what suits you best.
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