LINKEDIN ADVERTISING: What It Is, Cost, Policies & How to Do It


Social media can feel like howling into the abyss if you don’t have a strategy. But, you can make sure that your brand’s message reaches the correct people by employing LinkedIn ads. And they were a group of powerful decision-makers. Over 80% of the 690 million-plus users on the site are decision-makers in some capacity. These influential people also have twice the purchasing power of average Internet users. Read on to learn more about the different types and policies of LinkedIn advertising and the cost that can help you accomplish. We’ll also show you how to make a LinkedIn ad, along with helpful hints on how to increase your clickthrough rates.

What Is LinkedIn Advertising?

LinkedIn advertising is a paid advertising platform that facilitates access to the LinkedIn social platform through sponsored postings and other means. Meanwhile, for businesses looking to reach other businesses and increase their online visibility, brand awareness, and content distribution, Linkedin Advertising is an invaluable resource.

Who Should Advertise on LinkedIn?

Several businesses also worry that they won’t be a good fit for LinkedIn. Not everyone will indeed find success with LinkedIn ads. In general, businesses-to-businesses (B2Bs) and professional businesses catering to job-seekers and the employed do well on LinkedIn.  It’s unlikely that LinkedIn will be a great resource for you if you’re trying to promote kid-friendly services.  Also, if you’re a more established company selling to adults in the workforce, LinkedIn can be a potent tool.

Also, see: LINKEDIN LOGO: Meaning, Font and Design

How to Do LinkedIn Advertising

Below are how to do the LinkedIn advertising:

#1. Create Your LinkedIn Ad Campaign

This is where your advertising campaigns will exist, rather than the main LinkedIn site you use every day. Create a LinkedIn advertising campaign and an account in the LinkedIn Ads Campaign Manager. In case you don’t already have one, you’ll be asked to sign up for LinkedIn’s Campaign Manager after that. Ensure you access your affiliated LinkedIn Company Page if you have one.

The next stop on your journey is the Member Dashboard. To access your account, you must first input your payment details. There is a button labeled “Create Campaign” on your home screen, or “Campaign Manager,” where you can set up your campaign.

After you click that button, you’ll be sent to a new page where you can begin configuring your campaign. Thus, you may begin organizing your LinkedIn campaign as soon as you’ve decided on a campaign group and a name for it.

#2. Set Your Campaign Objective

Determine what you want to achieve with your LinkedIn advertising campaign. Consider what you hope consumers will do after viewing your advertisements. The company claims that if you tell them your purpose, they can “personalize your campaign execution” and give the highest return for your intended objective.

#3. Specify Your LinkedIn Ad Audience

Choose your audience’s specifications. The more targeted and relevant your ad is, the better it will perform. You don’t have to make use of each of LinkedIn’s advertising options, but the more exact the conditions, the more valuable to the audience. 

#4. Place Your LinkedIn Ad

Next, choose whether to publish your ad on LinkedIn’s Audience Network, which expands your campaign’s reach to third-party networks and domains. However, not all ads provide this option. You can omit or prohibit categories, applications, and sites from the Network.

#5. Schedule and Budget Your Ads

Establish daily advertising costs that works for your organization. Test and evaluate each strategy and ad modification before investing much. You don’t want to spend thousands on an advert that doesn’t resonate with its target demographic.

LinkedIn Advertising can target particular markets due to its wide targeting options. Yet early cautionary experimentation is crucial—if a campaign does well, you can increase its budget.

#6. Schedule

Set an advertising launch date. Your advert can run constantly or until a certain date. Automatic bid, which lets LinkedIn calculate the best bid for your campaign goal and options. In addition, the Maximum pay-per-1,000 Impressions (CPM) bid, which charges you for every 1,000 LinkedIn users who see your ad. Using LinkedIn Audience Network disables this option.

#7. Track Conversions

Finally, you can track people’s actions after clicking on your LinkedIn ads with conversion tracking. LinkedIn advertising conversion tracking is optional yet valuable for your organization. Bravo! Start your LinkedIn advertising campaign. nevertheless. Click “Save” to continue.

Also see: 2023 LINKEDIN MARKETING: Solutions, Ideas and Strategies

Is LinkedIn Advertising Right for Your Company?

LinkedIn isn’t right for every brand in the same way that Instagram isn’t. However, if your ideal customer is active on LinkedIn, you can run some impressive advertisements there with the help of an external advertising department or digital advertising firm.

Types of LinkedIn advertising

Below are the various types of LinkedIn advertising:

#1. Text and Display Ads

This is one of the types of LinkedIn advertising that work similarly to pay-per-click (PPC) ads on Google, with the exception that LinkedIn ads always include an image. These advertisements will appear almost everywhere besides your news feeds. These will appear on the LinkedIn homepage’s sidebar and footer, and they will also appear in people’s inboxes.

LinkedIn’s advertising capabilities are unrivaled for business-to-business transactions. Ads can only be shown to the companies you’re trying to sell to or to the key decision-makers you need to close a deal.

#2. Sponsored Content

Above, we indicated that any of the stated types of LinkedIn text advertising won’t appear in feeds. However, sponsored content is the answer if you wish to alter this situation. The goal of sponsored content on LinkedIn is the same as when a post on Facebook is “boosted” or “promoted.” You may tailor who sees your sponsored post by selecting their demographic information in the upper right corner of the post.

#3. Display Advertising

This is one of the types of LinkedIn advertising you will need if you need a little more room to maneuver. These are especially promising openings if your online marketing business has prior expertise with LinkedIn ads and knows how to optimize them for maximum return on investment.

#4. Sponsored Messaging

This is also one of the types of LinkedIn advertising. By leveraging sponsored messaging, such as chat and message advertisements, you may initiate high-quality transactions with experts. The user can read the message on any of their devices. By sending direct, personal messages to people’s LinkedIn inboxes, you can generate more leads and stimulate interaction with your core demographic.

#5. Promotional Text and Embedded Dynamic Advertising

Sponsoring the right track on LinkedIn allows you to reach Windows users with innovative, tailored advertisements. Information from a user’s LinkedIn profile, like their name, business, and role, is used to make the experience unique for each person.

Cost of LinkedIn Advertising

Although LinkedIn’s advertising rates are negotiable, the platform does mandate a $2 minimum bid for cost-per-click (CPC) and cost-per-mille (CPM) campaigns. Sponsored InMail initiatives, on the other hand, cost firms an average of $0.80 per send in addition to $5.26 per click and $6.59 for 1000 engagements.

Factors That Affect the Cost of LinkedIn Advertising

#1. Target Audience

LinkedIn ads compete with those of other businesses for attention. More costs are to be expected when going after a highly sought-after demographic, both because of the value of the demographic and the competitive pressures for that demographic’s attention.

#2. Bid

The price of your LinkedIn ads is also affected by your bid. This is because you will always pay at least some of what you initially bid, but never more. The reason for this is that the top bidder in a LinkedIn ad sale must pay an additional penny.

#3. Relevance of LinkedIn Ad

Each campaign on LinkedIn is assigned a quality score set by the social media platform. When your advertising does well, you receive a high ranking. So, if your score is high, you should expect lower advertising costs. This rating is influenced by the number of clicks, the number of likes, shares, and comments, as well as the engagement rate.

#4. Objective

What you hope to accomplish with your campaign will determine how much it costs. Depending on the way your leads respond and the results you expect, different objectives have different associated costs per click. Changing your goal will have an immediate effect on the costs involved.

How Can You Control Your Ad Spend on LinkedIn?

When advertising on LinkedIn, you have three options for limiting your budget:

#1. Life Time Expenditure 

If you need the campaign to get out quickly and within a certain budget, this is the perfect model to use. A fresh, dormant campaign has a minimal lifetime budget of $100. Once the campaign begins, the minimum amount pledged is determined by multiplying $10 by the number of days that the campaign will run.

#2. Daily Cost Plan

Setting up a daily cost is the best option for an ongoing advertisement. Put aside a minimum of $10 per day for this alternative.

#3. Placing  Bids

With this method, you can determine the cost per action, such as a click, an impact, or another alternative. You’ll never have to worry about overpaying a bid. It is up to you to choose an advertising budget. Ensure that the pricing structure you select supports the objectives of your advertising.

Placing a bid amount, for instance, will create the optimal advertisement outcomes for your company if you’re wanting to obtain new prospects. Pay only when visitors show an interest in your company by clicking on your ad.

Generally, costs are flexible and can be adjusted to fit any marketing plan. These LinkedIn ads function very similarly to a pay-per-click (PPC) strategy. Your spending is limited to that which you have allocated in your budget. Whether it’s views or clicks, your ad budget is being allocated in a way that best serves your company’s needs.

LinkedIn Advertising Policies

In order to help professionals around the world collaborate and advance their careers, LinkedIn advertising policies were created. They expect the advertisements served to our users to be pertinent and helpful. Hence, you can use the LinkedIn advertising policies as a guide to assess if your ad will be accepted by LinkedIn and its users. The following recommendations are an overview of LinkedIn advertising policies.

#1. Accuracy

One of the LinkedIn advertising policies states that you have to retain the membership honestly and avoid lying to them. They don’t accept words, grammar, punctuation, capitalization, and repetition that aren’t used normally. Also, there can only be one link and one email or phone number.

#2. Discrimination

Even if legal in the relevant country, LinkedIn advertisements cannot encourage, promote, or consist of unlawful employment methods or the denial of education, accommodation, or economic mobility based on age, sex, religious practice, ethnic group, racial group, or gender orientation. Prohibited are advertisements that advocate for limiting or denying people’s rights to equal access to resources, including schools, homes, credit, and jobs.

#3. Language

One of the LinkedIn advertising policies states that one needs to be sure you’re not being derogatory or using slang. Also, do not mislead, confuse, or otherwise impair the experience of users who click on your ad.

#4. Avoid Prohibited Products

Do not promote wagering, hacking, breaking, health issues, mortgages, and financial services, the occult, antagonism, political or religious information, frauds, suspicious downloads, tobacco, firearms, or pyrotechnics.

#5. Avoid Explicit Contents

Do not promote any unlawful goods or services, dating websites, gambling, hatred, violence, firearms, wealth, MLM programs, content that could cause religious or political tension. Lastly, avoid using a trademark if you do not have permission to do so.

Is LinkedIn Good for Advertising?

LinkedIn advertisements have shown to be quite effective for many business owners in generating new customers and revenue. All in all, they are effective if executed properly. They can bring in high-quality leads for your company that are more likely to convert into clients. However, you should only use them if you are offering expensive goods or services.

Why Is a LinkedIn Ad So Expensive?

There is nothing like LinkedIn’s level of targeting on any other social media site. “That’s why there’s an upcharge for it,” Mehta explains. LinkedIn facilitates the targeting of specific subsets of an intended audience with a brand’s message.

Are LinkedIn Ads Cheaper Than Facebook?

Facebook is less expensive than LinkedIn. However keep in mind that many Facebook users embellish their profiles, so your advert could end up in the wrong hands. On the other hand,  LinkedIn’s leads are of greater quality, but they cost more.


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