Facebook Ads Budget Control: A Guide to Mastering Your Spending
Pay-per-click 10 min read
We use cookies to personalize content and ads, which enables us to analyze our traffic.
If you continue to use this website, you consent to the use of our cookies. Find out more here.
Type it below, and we'll show you what we've written about it!
Home Blog Pay-per-clickThe Beginner’s Guide to LinkedIn Ads
As a business-to-business company, LinkedIn Ads are something you should explore, if you haven’t already.
Among the various digital advertising channels, LinkedIn Ads are the most perfect for business-to-business (B2B) companies. Being a social network geared towards professionals, LinkedIn Ads provides the most targeted option for B2B advertising on the digital space.
Through it, you can reach prospective clients that operate in B2B with utter focus. Apart from that, another unique advantage of LinkedIn ads targeting is that you can target prospects by job title, company size, and other work-specific factors.
With its various ad formats, there is a wealth of opportunity in converting prospective leads into B2B clients that you can work with. One big hurdle is that not many people have an inkling of how to run ads on the platform, much less, optimizing them.
Hence, we provide you with a handy guide, below.
FURTHER READING: Guide to Optimizing Every Paid Digital Advertising Channel Online
LinkedIn Ads are a form of social media advertising that allows businesses to reach out to potential customers on LinkedIn’s platform. These can be used in a variety of ways, including targeting specific audiences creating custom ads, and using LinkedIn’s Sponsored Content option.
But the unique value of LinkedIn Ads lies in its targeted audience of professionals. On LinkedIn, you’re assured that your audience are professionals that operate in industries relevant to you.
There are a variety of different LinkedIn Ads that businesses can use to reach out to potential customers on LinkedIn. These include:
These types of LinkedIn Ads are your typical content formats on LinkedIn turned into boosted advertisements and are a great way for boosting awareness and visibility of existing content.
You also have the option to program various calls to action (CTAs) for your sponsored content. These are:
Sponsored Content Ads can be in the form of:
These are boosted .jpg, .png, or .gif images and are recommended if you want to capture more attention with the help of an eye-catching graphic.
You can opt for boosting infographics, helpful diagrams, memes, etc but the recommended specifications are:
These are boosted videos that you can use to deliver information in a more dynamic and engaging way.
When posting LinkedIn Video Ads, be mindful of the following specifications:
Carousels are a collection of photos. For LinkedIn Carousel ads, you can have at least two to ten images. The maximum file size for each is 10 MB.
Specifications for size and aspect ratios are similar to Single Image Ads.
Are ads that you can run to promote and event that you’re organizing. They appear as event invites or reminders to which you have the option of adding an image.
The recommended aspect ratio for the image is 4:1 and will be pulled from the event’s landing page.
Some other technical requirements are:
Are boosted ads for documents that are uploaded on your LinkedIn page. You can boost any of the following document file types:
They can be vertical, horizontal, or square but must be at least ten pages (you’re allowed a maximum of 300 pages).
The standard layouts for PDF files recommended are:
Are those that appear in the interstitials of the LinkedIn home and other pages.
There are three main types, namely:
Appear at the right side of your LinkedIn Feed and are headed by the text “Ads You May Be Interested In”.
To run these kinds of ads, LinkedIn recommends:
Appear as pop-ups that are “spotlighted” on the feed for higher visibility.
To run ads like this, LinkedIn recommends:
Are ads that are pushed primarily to your existing followers to keep them engaged.
To run these ads, LinkedIn suggests:
They also give examples of what you can write as descriptions:
The calls to action for these kinds of ads vary. According to LinkedIn, you have a choice among the following:
Are ads that appear in the message box of LinkedIn users.
This is great for engaging users that don’t typically interact with pages or on the LinkedIn Feed. They are also great for directly communicating with users that may be interested in your brand.
There are two main types of Sponsored Messaging Ads on LinkedIn. These are:
These are best targeted to your interested prospects as these ads appear with call-to-action buttons.
Through these, you can ask your prospects to visit your website or relevant pages, register for an event, etc.
To run this ad, LinkedIn recommends:
Are similar to conversation ads except that there are no CTA buttons in the message.
These appear at the top of a user’s inbox and are tagged as “Sponsored”.
To run this ad, LinkedIn recommends:
Are boosted forms and are excellent for gathering information from prospects. These appear on the Feed for better visibility so users can respond immediately.
To run this ad, LinkedIn recommends:
LinkedIn Ads can be optimized in a number of ways in order to improve performance. Here are some tips:
FURTHER READING: PPC Management Process Guide for Ads That Actually Convert
There are many ways to extend your reach to your target audiences, even in niches as tight as the B2B industry. This is the case proven by the help LinkedIn Ads offer B2B-focused marketers.
The costs and targeting may differ, but mastering this advertising channel will allow you to promote your brand and its products and services in a more targeted manner. Some other things to remember about running ads on LinkedIn or elsewhere are:
Have you explored LinkedIn Ads yet? What do you love or hate about it? Let us know on Facebook, X, and LinkedIn.
For more tips and stories on paid digital advertising, subscribe to the Propelrr newsletter to get direct access.
Choose topics you want to get regular updates on:
Thank you for downloading our free template.
Expect fresh digital marketing resources delivered straight to your inbox every week.
The email address used was already subscribed to the newsletter.
Sign up for our newsletter to get the latest marketing tips and best practices delivered to your inbox.