Everything you need to know about paid advertising on LinkedIn

social media training pretoria, social media workshops, online marketing agency

One of the questions we get asked the most in our social media workshops is “what is the difference between advertising on Facebook and LinkedIn”. The purpose of this article is to shed some light on LinkedIn paid advertising – something most people know very little about.

LinkedIn advertising is one of my personal favourite aspects of LinkedIn and something that many overlook. Yes, LinkedIn advertising is considerably more expensive than other forms of special media marketing and the adverts are less visually appealing, but the results are, more often than not, more valuable. When it comes to LinkedIn you are looking for quality, not quantity. There are three types of LinkedIn adverts.

Sponsored Content

Sponsoring content is similar to boosting a post on Facebook – this form of paid advertising allows you to get your content in front of the right, professional audience. LinkedIn offers industry and job specific targeting options to ensure that your content is seen by the correct audience. Sponsored content also helps to increase engagement.
Learn more: https://business.linkedin.com/marketing-solutions/native-advertising

Text ads

With text ads (and sponsored content) you can choose to pay per click or per 1000 impressions – and you only pay for what works. You set your own budget and can adjust it as time goes on and you begin to see results. These adverts help you to get your brand in front of your chosen audience and drive that professional audience to either your website or landing page or your LinkedIn page.

The images are small and difficult to see (50 x 50 px), unlike with other social media platforms where visuals are the main focus. I suggest using your company logo or icon for text ads. Ensure that your text is sharp and includes a strong call to action as this is what will convince people to click. Your text is limited to a headline of 25 characters and a description of 75 characters. Unlike Sponsored Content and InMail, Text ads are only available on Desktop.

Sponsored InMail

This type of advert lets you send personalised messages to a targeted audience through LinkedIn Messenger. This helps to boost registrations, drive conversions, promote content downloads and increase event attendance. According to LinkedIn, InMail messages drive more conversions than email.  
Learn more: https://business.linkedin.com/marketing-solutions/sponsored-inmail

Unlike Facebook where targeting is based on personal interests, family situation, relationship status, etc., LinkedIn’s targeting is business orientated, focusing on company and industry, experience, education, skills etc.

With LinkedIn, you can rest assured that you are targeting a quality audience including decision makers and influencers and that your advertising budget will not be used up showing your adverts to time wasters. LinkedIn’s targeting is more accurate than that of any other platform because its users have a professional obligation to keep their profiles truthful and up to date.

Starbright is an online marketing agency that offers social media training in Pretoria as well as social media consulting services, to ensure that you have the knowledge and skills to successfully manage your own social media business pages. Should you find the task of managing your own social media pages too daunting, Starbright also offers social media management services where we take care of your business’s social media for you.

Visit our website for more information on our social media training or to sign up for our LinkedIn workshop: https://starbright.co.za/services-categories/social-media-training