Ad formats
- Sponsored content: single image, video, carousel and document ads in the LinkedIn feed.
- Message and conversation ads: sent to members’ LinkedIn inboxes.
- Lead gen forms: forms that open inside LinkedIn, pre-filled with the member’s profile details.
- Text, spotlight and follower ads: smaller ads in the right-hand column on desktop.
Targeting options
- Job title, job function and seniority
- Company name, industry and size
- Skills, groups and interests
- Retargeting of website visitors, video viewers and lead form openers
- Matched audiences from your own contact or account lists, for account-based marketing
Costs and results
Clicks on LinkedIn usually cost considerably more than on Facebook or Google, so it pays off mainly when a customer is worth a lot, as in B2B services and software. Install the LinkedIn Insight Tag to track conversions, and judge campaigns by the cost per qualified lead rather than the cost per click.