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The Complete Guide to LinkedIn Ads in 2021

LinkedIn has been around for a while now and has gained a fair amount of success when it comes to connecting individuals with the right type of jobs. The job section and portal are known as great place to be positioned for a company when it comes to generating more business. 

According to certain statistics, this highly-effective networking platform can generate almost 227% more leads as compared to other social media platforms like Twitter and Facebook. This is because LinkedIn members have twice the buying power as compared to the standard Facebook user, according to research. 

Moreover, the algorithms of LinkedIn are specifically designed to spread the content quickly and to as many places as possible. 

That is why running ads on this website is extremely efficient and also highly effective. There are different types of ads that one can use, including objective-based ads. A brand or company can get a lot more individuals to engage with their content in order to boost the follower count of their company’s page. In this handy guide, you will learn all you need to know when it comes to LinkedIn ads in the year 2021, including what each type of ad consists of. 

Continue reading to find out more.

The Different Types Of LinkedIn Ads

There are numerous types of ads you can choose from when it comes to spreading awareness about your company or business to other individuals on this platform. Each of these ads are designed to provide a company with the chance to engage with their audience in numerous and or different ways. Here is what each of these ad types has to offer.

  1. Sponsored Content

Ads containing sponsored content show up on feeds across mobile devices and desktops. These types of ads are used for generating leads, creating brand awareness, and nurturing relationships through the sales cycle. Listed below are different types of sponsored content a business can use to promote itself.

(a) Single Image Ads

These ads are the standard sponsored content. Their job is to promote the posts a business has published to a wider and broader audience using one landscape image. These types of ads aren’t that exciting, but they do get the job done.

(b) Video Ads

These types of ads are similar to single-image ads. However, in this case, the ad creative turns out to be in a video form as compared to being a static image. Just like on Facebook, the video ad auto-plays once a person scrolls over the ad that shows up on their feed. Usually, the sound is set to mute initially; hence, including subtitle captions is a smart idea.

(c) Carousel Ads

This type of sponsored content allows you to use several images in one post. When it comes to carousel ads, a company can showcase different images in order to maximize the impact they want their ad to make. With carousel ads, you can tell a story through the usage of multiple images in order to grab the attention of your audience and connect to them through powerful storytelling. 

  1. Direct Sponsored Content

Similar to sponsored content ads, the direct sponsored ads also use a single image, single video, and carousel ads in order to promote their brand. However, with direct sponsored ads, they are not required to show up on LinkedIn pages. Hence, they can be directly published to the feeds of a business’s target audience. 

  1. Sponsored InMail

Sponsored InMail is the ultimate preferred tool for the majority of the businesses when it comes to ads. Thanks to it, the sales professionals and the marketing department of a company can easily access their target customers and don’t have to worry about sourcing email lists. A person who receives a message from someone they don’t know and that message is trying to promote a certain type of content or offer, then that is known as a sponsored InMail.

With this, LinkedIn permits its users to message the people that are within their network. If your company is promoting some type of content and has hundreds of relevant connections, then you might get good results through this. However, if you are looking to message thousands of your potential leads, then that won’t be possible unless you or your business uses InMail.

When it comes to describing InMail, it is known as a premium feature that allows a company to send a message to whomever they want, whether they are connected with that person or not. With sponsored InMail, you can take this feature further. This allows you to send and promote a message, and that message appears towards the top of your recipient’s inbox. This feature tends to be a lot useful when it is matched with certain retargeting campaigns.

  1. Text Ads

You can achieve a lot more when it comes to text ads. They appear using small images, and similar to the other ad options, these ads allow the advertisers to utilize the targeting features of LinkedIn. With text ads, a brand can promote the message it is trying to send on the right side of the newsfeed. Text ads tend to be smaller in size and less intrusive as compared to sponsored content. Plus, they also have a lower CTR (click-through rate). 

These ads can appear within the inbox of a user or towards the side of their LinkedIn homepage. There will be a thumbnail that appears next to the text in order to grab the attention of the audience. These types of ads are a lot similar to the standard Google ad, where there is a headline, some description, and a CTA, including an image that is not there in the former.

  1. Dynamic Ads

These types of ads permit a person to create content that is a lot more personalized by utilizing the member profile data, which includes titles and names of the company, profile images, and so on. Plus, these ads tend to be highly scalable as well, which helps in reaching a larger audience. 

However, this can only happen on desktops due to the limited screen size of smaller devices. With dynamic ads, you get to target a specific type of audience with what your company has to offer. For example, if you have to show a certain ad to some chief executives, then dynamic ads can convey your target message that speaks to that particular audience specifically.

  1. Follower Ads

These types of ads are created in order to generate followers for a company’s LinkedIn page or the Showcase page. Follower ads are specifically modified according to the member profile data. These ads also leverage profile pictures next to the logo of your brand. In addition to all these, other important elements that show up in these types of ads are the first names of the member and your company.

  1. Spotlight Ads

With spotlight ads, members are directly sent to your company’s landing page or website. Similar to follower ads, spotlight ads also consist of member profile data.

  1. Job Ads

When it comes to job ads, they use member profile data in order to promote one or multiple job opportunities. Usually, these types of ads tend to be targeted towards the qualified LinkedIn members present in your audience. Job ads are dynamically generated and they appear in different ways, such as in Job Pages, under the ‘Picture Yourself’ heading, or under ‘Jobs You May Be Interested In.’

  1. Content Ads

When it comes to content ads, these types of ads are used to drive content, download conversions, or generate leads. These ads are generally part of an advertisement unit and seem to be available to the LinkedIn managed accounts only, at the moment.

  1. Lead Gen Forms

A great feature that brands can use is the Lead Gen Forms. With this feature, it becomes a lot easier to get the lead information directly from the LinkedIn member profile data. This is also incredibly convenient for the members as it shortens the time it requires to get access to what a brand is offering by easily clicking the pre-fill button. 

Moreover, with lead gen forms, a brand makes it easy for individuals to convert; hence, greatly improving the company’s conversion rates. Content such as eBooks or reports can greatly benefit from lead gen forms, making it the best investment a company can make.

The Benefits of LinkedIn Ads

  1. Updated Data

When examining the majority of the ad platforms, a lot of them seem to be interest-based. That is because these ads are collecting a large number of data points about an individual as they roam the internet or interact with the platform. Even when a company targets based on occupation and job titles, the data on certain platforms, like Facebook, will not be as updated as compared to profiles on LinkedIn. 

The LinkedIn users are required to keep updating their profiles regarding their professional lives so that they are better able to communicate with the rest of the world. Hence, the data tends to be more up-to-date and correct, making targeting options much easier and a lot better. 

  1. Different Targeting Options

With LinkedIn ads, you have numerous targeting options that aren’t available on other platforms. You can target companies that are above a certain size. You can target individuals that have a special type of skill. You can target companies your salespeople are going to. You can target companies that are part of a specific sector. You have endless options. Not all platforms are able to provide updated data and the targeting options mentioned above, at the same time.

  1. Target Bigger Company Sizes

In the case of search campaigns, you aren’t aware of the size of a company that visits your website. This is similar to the case of other ad platforms, where you aren’t aware of the size of a company that visits your website. That is where LinkedIn comes in. It is one of the platforms where you can go after companies that are bigger in size and go after larger deals at scale.

  1. Business Mentality

The majority of the individuals on LinkedIn are there to do business, stay connected with the business relationships they have formed, and learn new things from all of the intelligent and smart individuals that post on the platform. When you run an ad on LinkedIn, you will definitely be targeting the right type of people who have the mindset you are looking for; they will be the ones who will get to see your ad. Hence, your ad will not end up interrupting the wrong target audience since they won’t even see it. 

  1. More Than Performance Marketing

With LinkedIn ads, you get to see a couple of great things on this campaign level. For instance, you will be able to view the companies that have seen your ad and took action. You will be able to see the size of those companies that responded to your LinkedIn ads. 

Plus, you will be able to see the job title of individuals who saw your LinkedIn ads and took action; hence, allowing you to optimize your targeting. Also, you will be able to view the job functions of individuals who ended up responding to your LinkedIn ads. All of these are just a couple of reports you will receive when you run your LinkedIn ads.


With LinkedIn ads, your business can take advantage of a great opportunity when it comes to generating leads and creating awareness of your brand. When used as a tool, there are numerous ad types to choose from in order to engage and also promote your content. 

You can utilize the many features that are available for different ad types and use them to create ads that are unique while putting your brand in the spotlight. This makes the whole process possible and easier for advertisers to get in touch with their target audiences in an efficient and effective manner. 

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