A Quick Introduction to LinkedIn Advertising – What to Know

Thanks to the technology that we have today, the world has become more connected than ever before. Consequently, as long as you have a device and an Internet connection, you’ll be able to access vast amounts of information, use various digital tools, or connect with people who matter to you. 

This is particularly true with social media. Since its beginnings in the early 2000s, it changed the way people connect. Gone are the days where they had to wait for weeks or even months to receive an anticipated mail and reply. 

Social media made it possible for people to communicate with others in real-time, regardless of their location. On top of that, it also allowed them to send out messages to large numbers of people effortlessly. 

Such features are also useful for businesses and firms. In reality, those who learned how to capitalize on these have solidified their brand identity and visibility. They’ve also cracked the code on how to establish a solid virtual presence using these. 

If you are looking to take your organization to the next level, advertising on social media is a great way to get started. With that said, it can seem overwhelming at first, especially if you are new to it. 

Before that, let’s take a few steps back and take a look at the two main ways to advertise on the Internet: 

1. Pay-Per-Click Advertising (PPC) 

PPC is a model of internet marketing where you pay a fee every time one of your ads is clicked. These ads are placed on the 2nd or 3rd spots in search engine results pages (SERPs) for queries relevant to your target keywords.  

In essence, this is a lot like buying visits into your site rather than garnering them organically.  

2. Social Media Advertising 

Advertising on social media is quite similar to PPC advertising. The main difference lies in where your ads are shown. In PPC, they’re placed in SERPs; in social media advertising, they are shown in your chosen platform, whether it be Facebook, Instagram, or LinkedIn. 

If you are aiming to generate B2B traffic, you are highly likely to find more value in advertising on LinkedIn. 

Advertising Your Business on LinkedIn 

LinkedIn is among the must-haves of every B2B marketer.

One thing you should know about this powerhouse social network is that it is built for business networking. It presents various opportunities for you, from finding your next business partner, attracting star talents, and establishing brand awareness to generating valuable B2B leads. 

Here are some types of LinkedIn ads that you can utilize to achieve all of these: 

  • Sponsored Content – These are basically promoted LinkedIn posts; they can be in the form of a single image, a carousel, or a video. 
  • Sponsored InMail – In this ad format, you get to deliver targeted messages straight to your target recipients’ inboxes. 
  • Text Ads – This ad format includes a short headline, blurb, and a small square image. Additionally, these ads appear on the right rail and top banner of the screen. 
  • Dynamic Ads – Like text ads, these are right-rail ads. However, the key difference is that these are automatically personalized for each target audience based on their profile. 

Knowing the best type of LinkedIn ad to utilize for certain campaigns will help you get the results you want out of your social media efforts. 


The digital platforms that we have today present you with various opportunities to spread the word about your business. However, if you are looking to drive B2B leads and sales, LinkedIn is particularly worth exploring compared to other social networks. This channel lets you connect with professionals and decision-makers across various industries. However, you must understand the different types of LinkedIn ads and know when to use them to get started in this form of advertising successfully. 

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