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Getting started with Linkedin Advertising

In order to start advertising on Linkedin, make sure you’ve created and optimised your company page. The platform has 250 million monthly active users, all of which are there for one reason: business. Linkedin is an ideal platform for promoting your business or product as long as it aligns with a business goal.

Objectives + Ad Types

Linkedin is simple in its objectives. You begin by selecting from one of three options; sponsored content, text ads or sponsored InMail. Text ads are easy to create and a great way to drive traffic to your website or off-platform and to generate leads. Sponsored content optimises your existing content to audience feeds to raise awareness, drive leads, and create and develop customer relationships. InMail works by driving conversations in a personalised one-to-one way.
Within these ad types you will find your choice of objectives. Sponsored content allows you to optimise your ads for one of three objectives: Traffic and awareness, lead generation, or video views. Text ads drive traffic to either your Linkedin page or website, and InMail can be used for either traffic or for lead generation.


Linkedin allows you to select from four placement options for your ads – on the timeline, as a private message, or on the sidebar or top text bar. The placement of your ad will depend on the ad type you’ve chosen for your ad.
You can choose to advertise on Linkedin through one of two ways: Self Service or an Account Manager. The self service platform or ‘Campaign Manager’ gives you full control over your ads – you set up and monitor all aspects of your campaign. Alternatively, you can arrange to have an account manager to oversee your campaigns.


Linkedin allows you to create your audience based on pre-existing lists or website visitors you may have already collected. Alternatively, you can build an audience segment. As well as the basics available on most ad platforms; age, gender and location, Linkedin gives you the option to target in a more business-oriented way. You have a selection of choices in relation to the company; name, size, industry, and followers. You can also target specific job levels, skills, titles and the schools they might have gone to. Once you have chosen those, Linkedin offers you the ability to use Audience Expansion. This feature boosts your potential audience reach, by showing the ad to individuals who have similar characteristics to the audience you have created.


Linkedin works in a similar fashion to the other advertising platforms – a bidding system. When setting up your budget, you can choose one of two ways to pay for sponsored content and text ads; setting a budget or setting a bid. You can choose to set either a daily or total budget for your campaign, or alternatively, you can choose an amount to bid per click (CPC) or per 1,000 impressions (CPM).
Sponsored InMail campaigns are charged slightly differently, on a ‘cost-per-send’ basis. For InMail, you select both your daily budget and how much you’re willing to spend per message that is delivered. Linkedin offers you a bid range, and it is recommended to start by bidding towards the higher end.
LinkedIn advertising can be tricky to nail down. Ensure you have your content and copy following a more formal approach, and don’t forget that your audience are on the platform for one thing only: business. The price of LinkedIn ads runs higher than other social media platforms so you must also pay close attention to your analytics as they run. Unsure of how to start advertising on LinkedIn? Then get in touch with us!

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