For a long time, LinkedIn was perceived to be just a platform where people could share their CVs and plan their next career moves, but many people have begun to realise that it can be used for so much more. LinkedIn has gone from strength to strength by introducing new types of LinkedIn ads, allowing brands to advertise themselves in exciting and innovative ways.

At StraightIn, we understand how LinkedIn can be leveraged to take your business’s marketing to the next level. We offer LinkedIn advertising services that use expert knowledge and tools to create a high-performing strategy. Let’s take a look at why LinkedIn advertising is crucial and the types of LinkedIn ads you could use!

Why you should advertise on LinkedIn

As the name suggests, LinkedIn ads are paid ads that are shared on LinkedIn. It involves using digital tools to create and share high-quality content through a range of formats, which we will delve into soon.

LinkedIn advertising is a great strategy to reach your desired audience, creating targeted ads that entice your ideal prospects. LinkedIn has highly specific targeting capabilities and a range of advertising types you can use. 

Leveraging the power of LinkedIn advertising helps with brand awareness, conversions and lead generation too! It’s an opportunity every business should be taking, especially if you’ve got a strong LinkedIn presence where you’re able to reach potential prospects.

The 7 types of LinkedIn Ads

LinkedIn has become a powerful force in B2B advertising, giving marketers a unique opportunity to connect with business professionals all across the globe. 

But LinkedIn Ads aren’t just used by B2B companies; they can also be used by B2C companies, non-profits, universities, and any other type of organisation that may wish to use LinkedIn to promote themselves and their service.

Let’s take a look at the different types of LinkedIn Ad formats that you can use in your campaign:

Single Image Ads

Single image ads are a sponsored content ad format, meaning that they will appear directly in the LinkedIn feed of your target audience, whether that be on desktop or mobile. 

As you might be able to infer from the name, these ads include one image accompanied by some introductory text and a headline.

Once done, you will be able to measure the performance of your ad campaign with engagement metrics. You will also be able to learn more about your audience with demographic reporting. This is something that you will be able to do with all of the following ads as well.

This ad format can be used for a variety of objective-based advertising campaigns, including:

  • Brand awareness
  • Website visits
  • Increasing engagement
  • Lead generation
  • Website conversions
  • Job applicants

Carousel Ads

You may have seen these types of ads on other social media platforms. Carousel ads are a great content marketing strategy, allowing you to tell an interactive story with a swipeable series of cards in the LinkedIn feeds.

This ad format is great for:

  • Brand awareness
  • Website visits
  • Lead generation

Video Ads

A video ad creates a form of interactive content where a user feels seen and spoken to. The great thing is, LinkedIn will provide data on how long users have watched your video for! This helps you improve and adjust your next videos to target customer behaviour.

A video ad is ideal for:

  • Speaking directly to an audience
  • Humanising your brand by showing the face behind the company
  • Getting users hooked
  • Showcasing useful, organic content
  • Brand storytelling

Text Ads

Text ads are simple ads served on the right-hand side or top of the LinkedIn desktop feed. They are usually made up of a compelling headline, a brief description, and you can also include an image, but this is entirely optional. 

These ads are very easy to set up, meaning you can start reaching your target audience within a matter of minutes.

This ad format can be used for:

  • Brand awareness
  • Website visits
  • Lead generation

Dynamic Ads

Dynamic ads are a particularly exciting and innovative type of advertisement.

Dynamic ads are personalised ads tailored to each member based on their own LinkedIn profile data, such as profile photo, company name, or job title.

Dynamic ads support all levels of full-funnel marketing. These ad formats can be used with a variety of objective-based advertising options, including:

  • Brand awareness
  • Website visits
  • Increasing engagement
  • Job applicants

Lead Gen Ads

Lead generation ads can be added on top of the other ad types, creating a solid strategy that covers all bases. They normally look like forms and allow for more conversions in addition to the initial ad.

Lead generation ads are perfect for:

  • Increasing conversion rate
  • Obtaining user information without them being redirected
  • Creating interest in your brand and services

Sponsored Messaging

Chances are that, when you have logged into LinkedIn, you have received a little message pop-up from someone wanting to speak to you. These are sponsored messages and there are two types.

The first is message ads, where you can send a direct message to your target audience to spark immediate action from them.

The second is conversation ads, where you can offer a unique experience to your audience through a choose-your-own-path experience.

Whichever of these two ad formats you choose, they are both great for:

  • Brand awareness
  • Website visits
  • Increasing engagement
  • Job applicants

How to choose the right LinkedIn ad format for your business

As there are so many types of LinkedIn ads, it can be hard to know which is best for your business. You should aim to pick your ad type based on your business campaign goals- this might be awareness, consideration or conversions.

We’ve highlighted what each ad type is useful for, helping you navigate which one aligns with your strategy goals. You could even test out different ad types and see which has the most success over time. It’s also crucial to pinpoint your target audience and track customer behaviours to then tailor your LinkedIn ad type.

You can always consult a LinkedIn marketing agency to help guide your decision with expert advice and strategy planning.

Are you ready to use LinkedIn Ads?

Is your business using LinkedIn to its fullest potential? If not, you should consider incorporating LinkedIn Ads into your marketing strategy. A shrewd LinkedIn marketing strategy can help you build brand awareness, increase website traffic, generate quality leads, and establish yourself as an industry leader.

At StraightIn, we can help you make the transition into LinkedIn advertising. With our advanced tools and analysis, as well as years of industry experience, we’re sure to make your advertising strategy a success no matter your campaign goals. 

Got a question about our services or how we can help? Feel free to get in touch, we’d be happy to help. You can also reach out to our Head of LinkedIn Advertising, Thomas, directly at t.watson@straight-in.co.uk. He would be more than happy to chat with you about your advertising needs.