How to use LinkedIn for advertising and do it effectively

Linkedin advertising

LinkedIn is the most popular network in the global business environment. User profiles store stories about positions held, customer reviews, they share opinions on current trends, search for employees and business partners. LinkedIn is the largest networking site with over 660 million personal accounts and over 30 million companies.

And while users share personal content on Facebook and Instagram, brand stories, case studies, infographics, and various business events are popular on LinkedIn. The areas with the greatest involvement here are recruiting, finance, consulting, online media.

Here you can most often find HR managers, marketers, sales managers, specialists in the field of development and consulting. If your target audience is regulars on LinkedIn, you can get their attention with targeted ads. We’ll talk about setting it up further.


You can go to the ad manager directly from your account.

Linkeding preparation

It should be said that LinkedIn is ideal for targeting a narrow professional audience in the b2b segment. The social network provides high CPM and CPC rates, but advertising is also expensive here. Therefore, before moving on to customization, it is important to clearly define your target audience. If the audience is too wide, the advertising costs may exceed its ROI.


The first step in setting up an ad is choosing a suitable target. Similar to Facebook, here you can customize ads for brand awareness, visitor acquisition, video views, conversions.

A unique goal for LinkedIn is to attract job seekers.



Before setting audience parameters, you need to specify geotargeting. In the audience settings, you can specify the following parameters:

  • Company (a wide range of settings is available, ranging from the field of activity and the size of the company to its growth rate). You can also target employees of specific companies.
  • Demographics (gender, age).
  • Education (educational level, direction, name of educational institution).
  • Experience work (Responsibilities, skills, experience).
  • Interests (you can target the interests specified by users or the communities in which they belong).
LinkedIn Audiences

You can also use ready-made lists of audiences here (for example, lookalike or retargeting).

Select ad format

After setting the targeting, specify the desired ad format. It could be:

  • Standard feed with one image;
  • Carousel;
  • Video ads;
  • Text ad unit displayed to the right of the feed;
  • Spotlight ad – personalized advertising using profile data.
  • Message ad – promotional email that will be sent to recipients in private messages.
  • Conversation ad – interactive advertising message , which will be seen in the inbox and will be able to respond by clicking the button “learn more”, “subscribe”, etc.
Select ad format

You can also, if necessary, expand your audience through partner sites and applications that are part of the Linkedin Audience Network. They can increase reach by 25%, but the cost of advertising will also increase.

Budget & Bid Strategies

As with setting up Facebook ads, here you can specify a daily budget and a budget for the entire duration of the ad campaign. Depending on the previously selected settings, different betting strategies become available. You can set the rate manually. Automatic strategies are only active for standard ad formats (post, carousel, video, text). If you’re setting up personalized ads or post ads, you’ll need to manually set bids.

Bid strategies

Setting up ads on LinkedIn is pretty quick, but the effectiveness is largely dependent on the preparatory work done. A correct understanding of the audience will help to competently take advantage of the unique opportunities that the platform offers. Before launching an ad, it is important to collect as much information as possible about your audience. In addition to demography and interests, the field of activity, position, companies with which the audience is associated are important here.

The more careful preparation is done, the more useful LinkedIn advertising tools will be and the more benefit the advertising will bring. Internet Marketing Agency Web-Sci wishes you effective advertising on Linkedin!

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