Advertise on LinkedIn, Why and How To Do It In 2020

By March 3, 2020 Blog, Marketing

This publication is looking to help you advertise on LinkedIn effectively as the platform is bound to help you reach relevant professional audiences with a liking for your business or services.

According to 2018 data, as many as 65% of B2B marketers have acquired customers because they advertise on LinkedIn. LinkedIn Ads are quite different from the other social sites ads and today we’ll know-how. Social Media advertising on LinkedIn seems more fruitful than ever.

LinkedIn has recently restructured its advertising platform, Campaign manager, presenting more tools in its marketer toolbox. In addition to sharper targeting options, the platform made the switch to objective-based advertising. That means advertisers can now run campaigns around clearly defined goals, such as brand awareness, lead generation, or engagement.

Not only are LinkedIn members influential, but they also have two times the buying power of the average web crowd. From LinkedIn Marketing Solutions, ad formats supported in Campaign Manager are Sponsored ContentSponsored InMail and Text Ads. Dynamic Ads are also available through account-managed advertising, which allows you to partner with a dedicated LinkedIn team to create exclusively placed, highly visible ads for premium audiences.

You want to advertise on LinkedIn. Good. As who? Who are you?

The stereotype that LinkedIn is all business has some truth to it. If you are to go by that, then you need to ask yourself if any serious person of professional will want or be interested in what you are offering if you are to advertise on LinkedIn.

If you sell something that benefits business owners or working professionals the answer is probably yes. LinkedIn is likely a great place to test.

People are on this site to better their careers, find a new job, network, connect with business contacts, and to get a few minutes of mindless get-away-from-work time. Your offer should speak to someone in that headspace. Less play, more advancement.

Read More: What is the best time to post on LinkedIn?

Who is seeing your LinkedIn ads?

This might come as a shocker to you but research shows that LinkedIn is the best social platform for distributing content and securing audience engagement. LinkedIn ads though are not as rampant as YouTube, Facebook or even Twitter.

There are a few types of LinkedIn ads you can consider depending on where you want it to be seen and by whom.

Text Ads: These are small and text-based with a single square picture.

Sponsored InMail: This is paid for private messaging, to the inbox of the specified audience.

Sponsored Content: Has similarity with Facebook newsfeed Ads and they appear in the LinkedIn news feed.

Who is your LinkedIn Ads Target?

Contrary to Twitter and Facebook demographics, LinkedIn’s professional nature looks out for and goes straight to career-related traits. Your targeting can look keenly at differentials like Company size, title, industry and geographic targeting are available.

Related: Social Media Marketing Strategy 

Advertise on LinkedIn, A simple guide

1. Sign in to Campaign Manager.

Campaign Manager is where you will manage and optimize your advertising on LinkedIn. It includes several features designed to help you meet your advertising goals:

  • Dynamic visual reporting that recalculates and displays only the data that matches your search and filter settings.
  • A detailed breakout of the actions your Sponsored Content campaigns generate, including Clicks, Likes, Shares, Comments, and Follows.
  • A detailed view of the demographic categories of LinkedIn members who click on your ads, available at the account, campaign, and creative level.

2. Choose your Ad Format.

You have the luxury of using Sponsored Content, Sponsored InMail, Text Ads, or a mix of all three.

3. Create your LinkedIn Ad.

a. If it is Sponsored Content, you can go with one of three options – choose any update from your LinkedIn Company Page to sponsor, choose an update from your LinkedIn Showcase Page to sponsor or actually create new Sponsored Content.

If everything looks good, select the content you want to promote within your campaign and click the Sponsor-selected button.

Click Next.

b. If it is Sponsored InMail, enter a campaign name and choose a language for your ads. You will choose the sender, be able to add message subject line and craft your message.

c. If it is Text Ad, it will be easy all the way.  Decide where people should go when they click your ad, whether it’s your page on LinkedIn or a specific page on your website. Next, add your image, a headline (up to 25 characters), and a description (up to 75 characters). As you create your ad, you will see a preview on the right side of the page.

Related: How To Advertise On LinkedIn

4. Target Your Ads

Selecting your audience works the same way regardless of whether you choose Sponsored Content, Sponsored InMail or Text Ads.

5. Set Your Budget

There are three options: cost per click (CPC); cost per impression (CPM); or cost per send (CPS).

Cost per send (CPS) – Used mainly with Sponsored InMail campaigns. You pay for each InMail that is successfully delivered.

CPC is often used for action-oriented campaigns like lead generation or event registration, whereas the CPM model is typically a better fit when brand awareness is the goal.

Along with choosing between CPC and CPM, you will also enter your suggested bid, daily budget, start date, end date, and total budget. Regardless of the end date you choose, you can cancel your campaign at any time. It’s also important to note that LinkedIn uses an auction system for bidding that rewards engagement, meaning you can win an auction without being the highest bidder.



Related: LinkedIn Advertising 101: Bidding

6. Measure And Rate Your Campaign

Well, you have gone live with your LinkedIn ad. Monitor its performance from the analytics side in regards to reach, engagement and leads.


If you are in the corporate world, you are on LinkedIn. And if you are not, sign up now. It is an amazing tool to grow professionally and also recruit.


This 2020, in October, MonkeyPesa will be launching a one-stop business management tool and solution set to address accounting, marketing tools and practices, social media handling and performance and a Social Media management tool. Under this tool, you will be able to optimize content going to which particular media platform and at what time. For more updates on the product, SUBSCRIBE HERE.

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