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Ways To Grow Your Advertising Strategy Using LinkedIn


LinkedIn is a highly valuable tool to network with like-minded professionals. But here’s something we at Etpsonline advises you to talk about: LinkedIn is also a highly useful inbound marketing platform. It might seem a little bit intimidating. We know you have enough on your plate, Do you really need to figure out another way to create targeted content? Actually, yes. You have more power at your disposal with LinkedIn than you might realize. For more reference, you could go and check our LinkedIn profile and get ideas.

That’s because LinkedIn has a powerful ads platform. If you’re already using pay-per-click (PPC) techniques to power your presence on Facebook, Twitter, or Google, consider yourself lucky. You can now add LinkedIn to that list, too.

1. Why Use LinkedIn for Advertising?

LinkedIn is about business, so it’s great for B2B products and services aimed at the professional crowd. If your goal is to increase your visibility in your industry and deliver focused advertisements, this paid channel will be huge for you. The ability to target users by the employer, job title, role, skills, and interests provides adjustable and results-oriented advertising options. Advertising on LinkedIn is quite similar to the platforms provided by Facebook, Twitter, and Google.

Here are a few questions to keep in mind when starting a LinkedIn ad campaign:

  • What is/are the job title(s) for my target audience?
  • Where does my target audience work?
  • What unique skills/interests does my target audience have?
  • What role does my target audience hold in their company?

 2. How to Target Effectively with LinkedIn Advertising

Targeting options for this platform are similar to Facebook and Twitter, but LinkedIn moves beyond the basics and up to the next level. Company size, title, education, industry, and geographic targeting is available. If you find that your audience size ends up being too small, use LinkedIn’s suggested keyword options. Very similar to Google’s keyword recommendations, it’s a means of broadening your scope within relevant demographics. Here’s what happens when you enter “Skills”.

3. Audience Expansion

There’s an option for what LinkedIn calls Audience Expansion. “Enabling this feature can increase your campaign’s reach by also including members similar to the target audience you’ve selected.”  Unchecking this box will keep your search as targeted as possible. You might like this option for increasing brand awareness, but this can be costly. We’ll dip into the costs and ROI of LinkedIn advertising in a moment. The emotional appeal of the ad is precise, saying to the viewer: ‘We know your struggle’. The great headline offers five troubleshooting teasers, five easy ways to a solution.

Why it works: This ad empathizes with the prospect’s challenges and then provides the solution.

4. Anatomy of a LinkedIn Ad

Linkedin allows you to create multiple ad variations. Two types of ads are available on LinkedIn: sponsored ads and text ads. Since your audience isn’t actively looking for you, both ad types are more push than pull. This means that you’ll want to really make ads stand out and capture member’s attention.

Both include:

  • Headline
  • Ad copy
  • Destination URL
  • Thumbnail photo


A short, punchy copy for headlines is always crucial. Using the title of audience members can also be effective. The headline limit is 25 characters.

Ad copy

Quickly tempt your audience with a value proposition. Free downloads have proven very effective at driving lead generation efforts as well. With a separate landing page established for each ad campaign, you’ll be able to measure results directly from different ad copy. A copy is limited to 75 characters or two lines.

Destination URL

This can be a LinkedIn page or an external URL. Ideally, an external landing page may be tailored to the LinkedIn members you’re targeting. Creating a channel to steer your ideal audience will pay off in terms of qualified lead generation. Taking visitors to your homepage is less than optimum. But if you decide to drive traffic to your website, tagging your URLs will allow you to measure the engagement and quality of incoming traffic through analytics.


Pictures of people are ideal because people like to see people. According to the LinkedIn optimization team, photos of women drive the best click-through rates. Simple photos will always be best. Using your brand logo is only recommended if you’re focusing on building brand awareness.

5. Who will see my LinkedIn Text Ads?

These ads will be visible to anyone surfing LinkedIn and the LinkedIn Audience Network partner sites. These partner sites are mostly high-end media sites, some of them are part of the Collective Media ad network and the Doubleclick exchange. Such partners include:

  • The New York Times
  • Business Week
  • CNBC

6. The Cost of LinkedIn Advertising

There are two options for setting up ads: cost per click (CPC) and pay per impression (PPM) for every 1,000 views. For sponsored ads, CPC is best because people don’t click through nearly as much on sponsored posts. But, this is still a great way to develop recognition and brand visibility. LinkedIn will keep the ad up until they hit the money mark, so micro-targeting campaigns are great with sponsored content. Highly targeted ads for smaller audiences (with highly targeted landing pages) will return a much higher ROI. The minimum daily budget to advertise is 729.96 Indian Rupees.

For text ads, PPM is recommended. These ads are great for lead generation. You’ll be able to deliver an incentive to download a free offer or white paper in order to bring prospects into your funnel. Text ads can also piggyback off of sponsored content. After members feel familiar with your brand through sponsored ads, they’ll be more likely to click text ads and become part of your funnel. If your advertising budget exceeds 1,829,010.64 Indian Rupees a quarter, access the premium advertising tools LinkedIn has to offer, such as Lead Accelerator, display ads, sponsored groups, and sponsored InMails. These amazing tools offer some very direct channels to target buyers. 

7. Click-Through Rates for LinkedIn Ads

LinkedIn cites a good click-through rate for sponsored ads at 0.025% – but a great photo and copy can definitely boost that up. Aiming for a CTR of .08% to .10% will leave you in good shape. But .30% is absolutely possible. Ads that achieve more engagement will be shown more continuously than those receiving little or none. This is how LinkedIn determines if a particular ad is resonating with the audience. A typical text-ad CTR hovers around 0.005% – 0.020%. That said, this can vary greatly given your targeting, copy, and offer.

8. Lead Capture with LinkedIn

Two options are available here: a landing page or LinkedIn “Lead Collection.” After someone requests to contact you about an ad, you receive an email. This is convenient for the user because their browsing goes uninterrupted. It’s great for you because you can immediately send a follow-up email. A free tool could easily be offered from an existing page on your website. Or perhaps you’re trying out different headlines, content, or photos in the different ad campaigns. Separate landing pages running from separate URLs off your site can provide great insights on how best to engage your target audience.

Wrapping Up

Etpsonline with its wealth of business professionals and customizable advertising platform wants to tell you that LinkedIn can be a fantastic paid resource for marketers. With so many variables to target, experimentation is a must. You can generate some serious leads when you dial in a winning combination of content, creative and copy. Be sure to establish proper landing pages or lead tracking through LinkedIn.

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