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There are two formats in which you can display sponsored content:
For example, you could post your own blog content, support it using a vibrant and engaging image, while also providing a link to the blog to allow the user to read more outside of the post.
Sponsored Content Ads place a company's post seamlessly into the newsfeed of the target audience refined by the user. They can appear in the homepage feeds of members in your target audience, on desktop, and most mobile and tablet devices.
Here are some of the main benefits of LinkedIn Sponsored Content Ads:
Let's look at how you can run a successful campaign on LinkedIn.
Online video will account for 80% of all customer internet traffic by 2020. This is why video is a very important sponsored ad format on LinkedIn.
To help you make the most out of using video on LinkedIn, here's some best practices to optimize and understand the impact video can make.
Familiarize yourself which of the different ad specs work best on LinkedIn. You can find a full breakdown of these on the LinkedIn website.
Ad specs include:
So try and keep your videos under 30 seconds for brand awareness and brand consideration goals. Longer videos are worth testing for product information videos.
First ten seconds
Show what you want to your audience in the first 10 seconds of the video. Case studies show that after that point, a viewer's attention begins to drop. Try to tell a story. So capture and maintain your audience's attention with visual storytelling using graphics, people, and text to extend the viewer's attention span.
Test and optimize your videos to find the best formula that suits you. Tests can include testing the same content with different links, testing different content, testing introductory text, whatever will help you understand what works best for your audience. So write ad headlines that are under 150 characters. Concise headlines lead to more engagement. Keep descriptive copy under 70 characters. Note that anything over 100 characters could be truncated on desktop.
Embed larger images instead of standard thumbnails. An image size of 1,200 by 627 pixels is recommended. Content with larger visuals tend to get up to 38% higher CTR.
Feature a clear CTA so your audience knows how to act on their interest. Be specific with ad targeting, but not so specific that you narrow your audience.
Choose location and two other targeting criteria to start and follow ad targeting best practices. Always test your content, whatever the format, and continue to measure and optimize your success.Back to Top
As Head of Social Media for the creative agency Goosebump, Lauren’s current role is to create and implement social media strategies and content strategies for a portfolio of clients spanning a wide range of industries. Her team of creatives and strategists specializes in delivering innovative and integrated social media campaigns that drive conversions. Her work has been recognised with a wide range of awards, including the Irish Social Media Awards and Digital Media Awards.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module focuses on LinkedIn and shows how you can use the platform to build and develop professional connections with your target audience. You learn how to use LinkedIn-specific features, such as Company pages and Showcase pages, to build your company presence on the platform. The module goes on to cover the different ad formats available on LinkedIn, such as Text ads, Sponsored ads, Sponsored InMails, Display ads, and Dynamic ads, and outlines best practices for advertising on the platform. Finally, it teaches you how to use analytics with LinkedIn to measure the success of your campaigns.
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