A Complete Guide to LinkedIn Ads in 2024 LinkedIn is a website and application that allows people to form professional connections in the digital space. It harbors businesses, recruiters, working professionals from every industry, and a lot more. LinkedIn enables these entities to create their professional profiles by adding their relevant personal information and utilize its various features for their benefit. The following article acts as a guide that outlines essential elements of LinkedIn Ads to help you get started!

Types of LinkedIn Ads & Ad Formats:

> Sponsored Content – Sponsored content is one of the ways in which native ads can be published on LinkedIn. Native advertisements are basically paid ads that appear to be in the same format as the non-paid ones with only a “promoted” tag distinguishing the two. Sponsored ads are responsive to all devices and are of several types as listed below with their unique creative formats and requirements.

 

 > Single Image Ads – This is a self-explanatory ad format that involves only one image with some added text. It appears on the target audience’s LinkedIn feed directly.

 > Video Ads – This is a more engaging format that can help brands increase awareness and enlarge their reach. It employs the philosophy of ‘Show, Don’t Tell’ and appears more captivating to audiences. These video ads should preferably be for the duration of under 30 seconds.

 > Carousel Ads – These are customizable ads consisting of a series of multiple images or videos that form a complete picture or denote a specific idea comprehensively. A carousel ad can also include introductory text and anywhere between 2-10 slides or “cards”. 

> Event Ads – LinkedIn allows pages to host events of all kinds on the platform. These events can be advertised with key information highlighted via event ads. A few of the elements in an event include a view event option, event name, organizing page, event dates, number of attendees, etc.

 

> Document Ads – People often wish to promote content that is in the format of a document, like e-books, presentations, research papers, case studies, etc. Through document ads, viewers can open and browse through that document without having to leave the LinkedIn website or application. They also receive the option of being able to download the document as a PDF on their device. 

> Single Job Ads – Single job ads promote a job requirement that needs to be posted on LinkedIn itself. The link to this post is ideally provided right under the introductory text. These ads are generally shown to people who are most likely to be interested in applying for them. 

> Click-to-Message Ads – A click-to-message ad is distinguished primarily by a “send message” button right underneath the ad. This is called a CTA (call-to-action) button which aims to persuade viewers to click on their ad and get in touch with them. Sponsored Messaging – There are two distinct types of native ads under sponsored messaging. 

> Message Ads – Message ads allow you to leave personalized messages in your target audience’s direct messages to facilitate instant connection with potential customers. 

> Conversation Ads – A conversation ad is pretty similar to a message ad, except it includes an additional feature that lets you put multiple CTA buttons to your ad or message. This creates greater engagement with audiences.