A Simple Guide To LinkedIn Ads Strategy And Why You Should Apply Them

What is LinkedIn? 

LinkedIn is the world’s largest platform for professionals with a mission to connect professionals to others to help them prosper and broaden their network within related industries.

There are currently over 722 million users, spread across 200 countries and regions worldwide, which includes executives from Fortune 500 companies and is coined as the world’s largest professional network. Similar to Facebook, but in a suited-up version.

According to Statista, 59.9% of global LinkedIn users worldwide are between ages 25 and 34.

SOURCE: Distribution of LinkedIn users worldwide as of October 2020

LinkedIn is known to have a diversified clientele and its revenue comes from industries such as Talent Solutions, Marketing Solutions, and Premium Subscriptions products and is based in Silicon Valley with global offices around the world.

Why you should use LinkedIn?

LinkedIn is more interactive than meets the eye, providing an array of features for marketers and brands to utilize to their advantage. With LinkedIn, you can establish professional connections by creating your profile on the content platform and introduce your areas of expertise — and even include a proficient portfolio to top your resume.

You can also connect with communities through brand pages or groups and reach out to other professionals with LinkedIn messaging.

The best part about LinkedIn is that the audience is very industry-focused, and it would make expanding your professional network or finding the right opportunities a lot more streamlined than it is on Facebook or other social media platforms.

Here are some reasons why you need to get on LinkedIn:

  • It’s the largest professional social network on the planet!

Did I not mention LinkedIn has 772 million users — and counting! Talk about popularity that matters for marketers and brands. If you’re not on LinkedIn for your gain or your brand’s advantage, people will think you’re not savvy or up to date with the times. It says a lot about your professional take on things, the best brands are always evolving and expanding.

  • Get discovered on the web

LinkedIn profiles are ranked with high optimization on “Google” which indicates by having a profile for your business, will increase your chances on search pages when someone keys in your brand name. industries usually “Google search most businesses to get a feel of what a brand is all about and if they are who they portray themselves to be.

This is important because you want to give a professional impression and be discovered online.

By using LinkedIn, it allows your business or clientele to see that you’re savvy on social media sites and have various social media accounts showcasing different aspects of your brand — and a professional one always adds credibility if you’re ranked at the top.

  • Show people about your brand

A good thing about LinkedIn is that you can always update your profile, company, activities, and show people what your brand is all about by giving your audience updated news on social media. LinkedIn is a strictly professional platform that displays your company’s information so people can just scroll through your company background, products and services, and most importantly, the driving force behind your brand before meeting you in person.

  • Network, network, network!

In today’s day and age, you can get connected with people that seemed impossible to connect with. On LinkedIn, all that is so simple to do and you can connect to first-, second-and third-degree connections that can help your business find an offer or get opportunities that are a credible source for your business and to network and build your empire.

  • Scout for new talented individuals

With LinkedIn’s advanced search tool and its automatedly suggested connections, LinkedIn is the best place to scout for new talents and also a place for them to find you through any possible connection. There is also a direct messaging feature on LinkedIn that helps you reach your candidates easily. It is also a good environment to search for your prospective employees through posting vacant job listings for a specific job opening in your company and also be accessible to potential businesses that might have an interest in your brand.

  • Keep you in the loop

Thank the heavens for LinkedIn as it makes it easier to follow a company page with an active news feed and stay updated as they prompt you with their latest products, services, efforts, and more.

This tactic works vice versa for both parties too as you can appear on their news feed/wall by posting updates on a blog that is linked to your website. This can be about anything relevant to their industry and by understanding companies and what they’re all about, you are able to understand the needs of your potential customers and keep your brand relevant through advertising efforts on LinkedIn so your brand will be noticeable. Mostly, you don’t want to be a fly on the wall on LinkedIn, you want to matter. Social media sites like LinkedIn help you stand out.

The people on LinkedIn is not really on it for enjoyment; it’s more for professional work-related reasons such as networking events and industry-related seminars that bring birds of the same flock together to learn or discuss industry matters.

This is a solid B2B platform which is more suited to software for businesses, education, tech IT solutions, or a platform to be discovered or those who seek career opportunities or advancements. As for B2C businesses, only those that offer professional services such as personal consulting, workshops, education seminars, or events will benefit from LinkedIn.

The good news here is that there are LinkedIn ads that increase your business reach and target a specific audience that is influential on LinkedIn such as the key decision-makers in IT, C-level executives, small business owners, and more. It enables users to target quality professionals in a business context and statistics highlight that 4 out of 5 LinkedIn users drive business decisions and on this platform and possess 2X the buying power compared to the average online audience.

SOURCE: LinkedIn Statistics

Interestingly, LinkedIn has recently revamped their LinkedIn advertising system, the Campaign Manager, and has added more useful tools to the LinkedIn marketer toolbox. These new options enable marketers or businesses to hone targeting options and select more objective-based advertising methods that enable marketers to run campaigns according to clearly set goals. Marketers or brands on LinkedIn can opt to build brand awareness, lead generation, website visits or conversions, video views, engagements, and more.

In this guide, we will cover the different LinkedIn ad types for your business.

Types of LinkedIn Ad formats

In order to proceed with a successful LinkedIn campaign plan, it is best to understand the differences between ad types first.

Sponsored Content Ad

Sponsored ad types are considered promoted LinkedIn posts that are available in different formats such as image, video, and carousel.

Marketers or brands can use native news feed ads and create lead generation forms to run their campaigns, as this ad type is good to increase engagement.

Quite similar to Facebook Ads as you can also link your content to a post, or your status update and it will show up on a user’s feed. They appear subtle so you can only tell they are ads when you see the word “Promoted” at the top.

These sponsored ads are also available on your mobile devices, tablets, and desktops.

Here’s an example of a sponsored image content ad on LinkedIn by Hello Fresh. Looks very inviting.

SOURCE: Hello Fresh Ad on LinkedIn

SOURCE: Image ad-sponsored content

Another example of a LinkedIn ad would be a promotional content ad by JetBlue Airways which is clear and direct with all the relevant information included such as “20% off and “A springboard for Spring travel” is clear and concise. Plus, the 2-day sale option creates a sense of urgency to check out what the promo is all about. 

SOURCE: JetBlue Airways LinkedIn Ad

Sponsored Inmail Ad

This option enables you to send mass messages to the inboxes of your audience.

This ad format delivers crafted messages to your targeted audience on LinkedIn and helps drive conversions more than direct emails do.

SOURCE:  Sponsored In-Mail Ad

Text Ads

Text ads on LinkedIn appear in the right section and top banner on the desktop. A text ad usually includes a headline, a short description, and a micro square image.

Text ads are measured by pay-per-click or cost-per-impression. Here’s a good example by Hubspot.

SOURCE: HubSpot Text Ad

The leading marketing software provider, Hubspot witnessed a 60% increase in click-through rates on LinkedIn, simply by using text ads that cut through the clutter.

Dynamic Ads

Dynamic ads are similar to text ads, except each ad can uniquely target viewers with their profile photo and their profile name. It is able to change according to promotions and intended goals and usually include job specs, content, and company ads.

An example of Dynamic ads would be Enterprise software solutions company, CA Technologies that was not meeting their online marketing goals in terms of their conversions and clicks, so they turned to LinkedIn Dynamic Ads, creating a personalized Dynamic Ads campaign that matched their member profile images to their branding.

The results on LinkedIn were highly engaging and led to an increase in conversions and a 68% reduction in their cost-per-lead.

SOURCE: CA LinkedIn Dynamic Ad

Carousel Ads

According to LinkedIn themselves, Carousels have higher click-through and engagement rates and are mobile-friendly too, making it double the value due to the increasing demand for mobile-friendly apps and in turn, an increase in mobile users worldwide. These ads also help drive conversions just like Facebook’s Carousel ads where you can include products you want to highlight to sell more effectively.

SOURCE: LinkedIn Carousel Ad

How to create a LinkedIn Campaign

Let’s introduce you to the LinkedIn Campaign Manager, a place responsible for creating all those compelling ads on the platform— and now so can you!

First, you can create a free account and you’ll be one step closer to creating a LinkedIn ad for your campaign.

Let’s begin!

Step 1:

Sign in to the LinkedIn Campaign Manager.

Step 2:

Select your Campaign Objective.

An objective is an action that you think as a marketer or brand will help achieve your campaign goals.

By selecting between your objectives, it will lead you to more options on types of ad formats available, bid types, and more.

Step 3:

Choose your target audience.

You can do this by selecting and saving your audience group for your specific campaign.

There are many options to choose from such as what kind of professionals and their job titles, industry, personal interests, and more. Choose what is relevant and focused.

You can also rely on Matched Audiences which includes retargeting, email contact targeting, and account-based targeting if it suits your goals.

SOURCE: via LinkedIn

Step 4:

Choose the ad format that you think is suitable for your campaign.

SOURCE: Via LinkedIn

Step 5:

Set your bid and budget

By setting the right budget, it will help you manage and control the costs for your marketing strategy.

Bear in mind that the first 2-4 weeks on a new platform is more for a trial-and-error practice to find what suits.

It is recommended to start with a safe amount such as $50/$100 a day or perhaps $5,000 for an entire month.

Avoid going too small with your budget as that will determine the amount of reach. Your campaign has to reach a sufficient amount of people in order to generate data for you to track, monitor, and analyze if these metrics are giving you results.

SOURCE: Via LinkedIn

Step 6:

Set up your ad creative

Once you have created Sponsored Content and Text Ads, the Campaign Manager will generate previews in different sizes and placements so you can visualize how it will appear.

Step 7:

Save your billing information

Now, the final step before launching your first campaign is to set up your payment details and save them for the Campaign Manager to process before launching your campaign.

SOURCE: Billing Information on LinkedIn

7 effective LinkedIn ad strategies you need to apply for your business.

LinkedIn ads might not seem like a big deal when it comes to the professional networking platform, but you would be surprised by its incredible features and targeting options they have! I must say that I personally prefer the Campaign Manager on LinkedIn more than the Facebook Ads Manager in terms of how user friendly it is, displaying a clean layout.

However, of course, results come only when there’s a solid strategy behind it so bear in mind that just because it’s a B2B platform doesn’t mean it’s simple to make your ad relevant. Advertising on Facebook might be easier due to its general targeted audience, but on LinkedIn, remember everyone’s a professional and are looking for quality content.

Here are some strategies we have narrowed down for brands like yours to experiment with to gain traction for your campaigns.

1. Personalize with Dynamic Ads

Dynamic ads are popular among marketers and brands because it gives your audience that personalized touch. These ads allow you to grab attention.

You can reach targeted users based on their public information and personalize the ad in a way that you include their name, place of work, and their profile.

SOURCE:  Dynamic Ad from LinkedIn user

There is no way a user will not stop to look at their photo and name. It will definitely invite curiosity! This is an example of a Dynamic Ad. Create one here!

2. Go for content-styled ads 

When you check out LinkedIn, you will notice that more content has been incorporated into the ads and in the news feed.

This is due to the LinkedIn audience because they are more willing to engage and read longer content if it is of value to them or their industry.

The ads that make content marketing efforts on LinkedIn tend to do well, especially if the content is targeted to cold audiences that establish a relationship. Avoid general content and go for precision.

Well-crafted content allows the users to get a feel about what your brand is about and gives them an understanding of the products and services that you offer. Content helps build trust and paint a picture in the mind of the audience.

Usually, by reading what a brand is communicating and judging from the tone and manner, a person can absorb a lot of positive associations with the brand, increasing the chances of connecting with your audience.

Remember, on top of content are call-to-actions (CTA) which go hand in hand right after a good read. Always use CTAs to encourage your audience to act on your brand.

CTAs are an effective marketing element to incorporate in your ads.

LinkedIn user In-feed ad with CTA

3. Use ads to highlight company culture

Of course, everyone wants to be part of a well cultured Google-like team and workplace. Who doesn’t?

These days it’s all about which brand you buy from and who you work for or with?

People are more inclined to care more for brands that make effort to save the world, have cool and hip employees, set an ethical example, have satisfied employees, and all these factors that contribute to the impression of your brand.

By using brand awareness ad campaigns that highlight your work culture goes a long way and everything an employee does reflects on the brand. Their happiness included.

You can even use comments from your employees and advertise them through LinkedIn. Existing content and genuine words from employees are like free publicity for your brand.  Think of all the creative possibilities.

Here’s an example of an Etsy post from one of the happy employees on LinkedIn. You can even leverage these types of posts to build trust and a connection from clients viewing what your company is all about and to attract potential talents. What you allow on your LinkedIn page plays an integral role in your brand reputation.

SOURCE: Satisfied Etsy Employee

Another example done well is a video ad from Fiverr. It’s a humorous one indeed and uses a twist of sarcasm that really radiates a healthy work culture and fun company to be involved with. Check it out!

SOURCE: Fiverr’s “Another generic recruitment video”

4. Create brand value

How your brand is perceived by the users on LinkedIn is crucial to your ad strategy and ad campaigns.

Although your content is long, that doesn’t make the cut. You need to explain loud and clear through your caption content why your ad is important to the users and how it will benefit them.

It can be a product or service you’re selling to them, so be sure to highlight why your product is worth their time and money.

Tip: In terms of ad placement, the side column ads are a good spot to grasp your audience’s attention, which means you have to level up on your copywriting skills to convince and convert your targeted audience.

SOURCE: Catchy Text Ads

Here’s an ad from Chase that shows value almost immediately.

SOURCE: LinkedIn Chase Ad

It hits the pain points of business owners facing time constraints and offers their product as a solution, creating value for the user. Most of all, it is direct and doesn’t beat around the bush. 

5. Target key decision-makers

Many businesses focus on the quantity reach more than quality and that’s where they see their social media budget and effort go right down the drain.

Companies end up wasting their time, advertising spends, and efforts on targeting individuals on LinkedIn that aren’t the decision-makers in the company, and poof! Off your money goes into the clouds.

SOURCE: LinkedIn Targeting options

This may require some thought and consideration, but it’s not impossible with LinkedIn’s job title targeting features that make it easier for marketers and brands to target their intended audience. You are even given the option to narrow down your audience to a specific few or expand your reach. Choose wisely.

For instance, the image above shows LinkedIn’s awesome campaign manager tool and the options it provides for marketers and brands to choose to start with job titles. Usually, directors are high up on the ladder and are part of the decision-making process so in this case, target directors, CMOs, and possibly senior positions that have the power to decide whether or not they are interested to hear from you further.

In addition, I also want to stress that as a marketer or brand to really give it some time when you strategize who to target and do not limit yourselves to just the big boys out there. Try targeting small companies, freelancers, entrepreneurs, or close-knit and micro-agencies or workplaces that have more of a say with decisions.

6. Strategize on your target audience

When you’re setting your targeting options, you will see the options to include or exclude users who already follow your company.

SOURCE:  Targeting Options

There are pros and cons to including users and excluding users who already follow your company, so it all depends on your goals and objectives of the campaign.

Should you decide to include current company followers then you will be able to leverage on the existing connection you have as they are considered warm enough connections.

Users will usually be more open to engage with your ad and leave social proof on your page such as “I enjoyed their seminar and it was really helpful” and when users see user-generated content, it makes you more credible. This also encourages other users to check out your brand and see what products or services you’re offering. Warm leads have a higher chance of engaging and tend to convert.

On the other end. If you intend to exclude current company followers, it may increase the accuracy of targeting your audience.

Let’s just say, if you want to run a campaign designed to build awareness, you don’t really need to target your existing followers because it will be costing you more pay-per-click costs or any efforts that will not be advantageous to you.

Make sure you run through your goals before you decide on what’s best when it comes to targeting your audience.

Tip: Content-based ads perform well when you include your target audience and if you don’t have much budget and are looking to target new customers or leads, then it would be best to exclude your existing followers.

7. Storytelling is GOLD

According to statistics, 74% of marketers use visual marketing to help tell a brand story and some imagery that matches your brand style.

It also recommended that brands use video when they are brand storytelling as it is captivating, enchants the senses, and is highly engaging.

Ever heard the phrase “Content is king”?

When it comes to content marketing on any social media platform, content is a powerful informational tool to create a strategic path on how customers view your brand. You want to create a memorable and lasting impression of your brand so it’s always best to remain relevant and resourceful by providing tips or information to solve their pain points.

Interestingly, according to Harvard Professor, Gerald Zaltman, 95% of purchasing decisions are subconscious. Therefore, it is apparent that every human being’s purchase decision is based on emotions. That is what drives purchasing behaviors and decision making too.

This belief proves that humans are not as logical as we imagine them to be and by understanding your customer’s desires and needs, marketers and brands will learn more about what their audience wants to hear and can tailor specific content to their desired audience.

Not much of a storyteller and need help with brand storytelling for your ad campaigns? Let’s touch hearts together!

Here’s an example of brand storytelling that moves hearts by the brand John Lewis focusing on the important things in life that everyone can relate to.


Let’s start over, shall we? There are around 722 million LinkedIn users across the globe, and it is known as the largest professional network worldwide. Are you still having reservations about getting on the platform? I personally don’t think it’s a good idea because it’s one of the top social media platforms to showcase your brand in a professional light — and you wouldn’t want to miss out on that chance.

Let’s look at the LinkedIn scene in Malaysia!

Based on recent statistics, there are over 5,759,000 LinkedIn users in Malaysia to date which accounts for 17.3% of the total population. Users aged 25-34 are the largest user groups which make up 3.6 million.

Soon, it will be another Facebook for professionals as it is on the rise and is in demand— so hop on the LinkedIn bandwagon and create some killer campaigns already!

Not sure where to start with the setup of your LinkedIn brand profile and campaign? Leave it to our industry experts!

SOURCE: LinkedIn Users in Malaysia as of October 2020

Hopefully, this blog article has answered your questions about LinkedIn. From what it is, who uses it, how It is advantageous for your business, and why you should start showcasing your brand on a professional platform — before it gets saturated.