EXSUM: All about LinkedIn Ads

Are you looking for a quick introduction to LinkedIn advertising?

Here’s an overview in under 500 words.

Why should I advertise on LinkedIn?

With over 690 million active professionals, LinkedIn is the world’s largest professional social network.

You can target your ads based on job title, function, industry, and more.

And if you’re wanting to advertise on LinkedIn, the costs may seem higher but the expectation is that your money is being spent on a higher quality target.

The typical CPC’s on Linkedin can range anywhere from $6 – $24, the typical CPV’s from $0.10 – $0.25, and the typical CPS being under $1.

What do I need to know to get started?

Determine what your objective is.

You can choose from the following objectives to customize your campaign:

Awareness: Brand awareness

Consideration: Website visits, Engagement, Video views

Conversion: Lead generation, Website conversions, Job applicants

Then select your audience.

You have a choice of over 20 different audience attribute categories including:

Company size

Company name

Member schools

Member interests

Member groups


Job title

Job seniority

Then you pick your format:

Sponsored Content: Sponsored Content comes in the form of single image ads, video ads, carousel ads, and events ads.

Message Ads: Messages are delivered to a person’s LinkedIn Messaging area when they are active on the platform.

Dynamics Ads: These are personalized ads that feature each person’s own LinkedIn profile data, like their photo, company name, job title, and more.

Text Ads: Appear in the top and sidebar of the platform when logged in. You can set your budget and control costs with pay per click (PPC) or cost per impression (CPM) pricing options.

And finally set your budget and timeline.

With this, there are three options:

Cost per send (CPS) is used when you run Message Ads campaigns. You pay for each message that is successfully delivered.

Cost per click (CPC) is often used for action-oriented campaigns like lead generation or event registration.

Cost per impression (CPM) model is typically a better fit when brand awareness is the goal.

Where can I get more information?

Start by going to LinkedIn’s Advertise on LinkedIn page

You can also try WordStream or Hootsuite.

Either of these three sites should help you to get started.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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