How to Use LinkedIn Ads Effectively Explains the types of advertisements, the procedure for placing advertisements, and the tips for operation

In B2B marketing, the purchasing process is long and there are multiple decision makers, so the lead time from the creation of potential customers to the purchase tends to be relatively long. In order to have contact at the examination stage and approach the company so that they will be interested in your company, it is important to be able to contact decision makers at the examination stage.

One of the means of connecting with potential customers in the early stages of consideration is “LinkedIn advertising”.

When you think of LinkedIn, you may have a strong image of using it for recruitment purposes, but LinkedIn advertising can also be fully utilized for marketing.

Many professionals have detailed profiles of their work on LinkedIn. By using highly accurate targeted advertising based on the content, you will be able to efficiently approach decision makers.

On the other hand, simply creating an advertising campaign will not lead to success. The important thing is to “provide the information that the other party wants”.

In this article, we will introduce the types of LinkedIn ads, how to place them, and how to operate them.

LinkedIn Ads

Table of Contents

What is LinkedIn Ads?

LinkedIn Ads are performance-based paid advertisements placed on LinkedIn.

By using LinkedIn Ads, you can efficiently approach more than 2 million professionals registered on LinkedIn in Japan, and expect to improve brand awareness and create business opportunities.

Also, if you have experience in advertising on Google, Facebook, etc., advertising on LinkedIn will not be difficult.

Two Benefits of Using LinkedIn Ads

Here are some of the benefits of using LinkedIn Ads:

1. You can post from a few hundred yen a day

Like Google Ads, LinkedIn Ads uses PPC (pay-per-click). Advertisers are free to set their own budgets and schedules, and are charged when users take action on the displayed ads.

For example, if the purpose of your advertising campaign is to increase the number of visitors to your website, you will be charged when a user clicks on the website URL from your ad.

LinkedIn Ads can be posted in small amounts starting at ¥800/day. Even small and medium-sized companies with a small budget can start easily and operate efficiently within a limited budget.

2. High targeting accuracy

The important thing in ad distribution is “how high accuracy can reach the target”. If you can display your ads to the right users, you can expect a high CVR (conversion rate).

In fact, LinkedIn ads allow targeting based on user profiles. You can mainly set the following items.

  •  Company (followers of your page, company name, industry, etc.)
  •  Work experience (skills, position, job type, etc.)
  • Academic background (university, degree, major, etc.)
  •  interests and features
  •  Demographics (demographic: gender, age, region, etc.)

For example, it is possible to deliver highly targeted advertisements such as “women who graduated from the Faculty of Economics at Osaka University and have more than 5 years of experience in digital marketing.”

4 Ad Formats Available for LinkedIn Ads

There are four types of LinkedIn ads. Know the characteristics of each ad and be able to choose the best ad for your brand.

1. Sponsored Content

Sponsored content is an advertisement that appears on a user’s feed screen. Available ad formats are:

  • single image ad
  • video ads
  • Carousel image ads (advertisements that display multiple images in slides)
  • event advertisement

A wide variety of ad formats are available, so they can be used for a variety of purposes, such as promoting products and events, and directing users to your own channel.

2. Sponsored InMail

Sponsored InMail is an ad delivered directly to a targeted member’s inbox. Delivered messages are displayed in a prominent place in the inbox, so you can expect a high open rate without being buried in a large amount of mail.

There are two ad formats available for Sponsored InMail:

  • Message Ads: Ads that message your audience directly
  • Conversational Ads: Ads that send messages with pre-configured conversation scenarios

It is the best ad for CV campaigns because it can directly reach the audience and the open rate is high.

3. Dynamic Ads

Modern marketing also demands a personalized customer experience.

With Dynamic Ads on LinkedIn, you can display personalized ads based on a user’s profile.

Dynamic ads are ideal for campaigns aimed at ABM (account-based marketing), brand awareness, various promotions, and lead generation.

4. Text ads

A text ad is a simple ad consisting of text and a small image, such as a company logo. Appears at the top or side of the user’s feed screen.

It is the best advertisement for lead generation because it can reach with high targeting accuracy. It is a PPC or CPM (cost per impression) pricing system, and it will be highly cost-effective.

8 easy steps to advertise on LinkedIn

Now that we’ve covered the basics of LinkedIn advertising, let’s take a look at how to actually place an ad.

step 1. Click “Create Ad”

Very easy.  8 steps to advertise on LinkedIn1

Navigate to your Campaign Manager account by heading to LinkedIn “Marketing Solutions” and selecting “Create ad” in the middle or top right of the screen.

If you do not have an account, follow the on-screen instructions to create an account first. At this time, don’t forget to associate your account with your company page.

Once you have created your account, click Create Campaign Group.

After setting the group name, schedule, etc. and clicking “Save”, the created campaign group will be displayed at the bottom of the screen.

The campaign group is not open to the public, so it is recommended to give it a detailed name, such as “A ad test-North Kanto male 25-35 years old”. It is convenient when managing advertisements with multiple people in charge because you can understand the contents of the campaign at a glance.

Click Create Campaign to start creating content for your LinkedIn campaign.

Step 2. Select Campaign Objective

The first step is to set your campaign objectives. Choose the most suitable goal from the seven types below.

  • Brand awareness: The purpose is to introduce companies, services, events, etc. to users

[Level of interest]

  • Website visits: The goal is to direct users to your website or LP
  • Engagement: The goal is to increase the engagement rate of your content and increase the number of followers on your Company Page
  • Video Views: Aims to increase video viewership and engagement


  • Lead Generation: The purpose is to generate leads by utilizing lead generation forms using profile data.
  • Website conversions: to drive traffic to your website and increase brand awareness
  • Job applicants: The purpose is to spread the company’s job information and increase the number of applicants

Step 3. Choosing a target audience

Set up your target audience. The more specific your targeting is, the more accurate your targeting will be and the higher your ROI (return on investment) will tend to be.

First, select the location of the audience you want to display ads to and their profile language.

Among the users, even if they are Japanese, there are many who set up their profiles in English. If you are targeting employees of foreign-affiliated companies, it is a good idea to set your profile language to English.

Once you’ve selected the basic information for your audience, move on to more advanced settings. The following target conditions can be set.

You can specify employees who belong to a specific company, such as “HubSpot employees”. You can also target based on industry and company size.
【Statistical data】

If you want to reach out to a specific gender or age group, set up stats.

It is possible to send advertisements to users of specific graduate schools, degrees, and majors. It will be useful if the purpose of advertising operation is “recruitment”.
[Work experience]

If you want to increase product sales with advertising, approaching decision-making executives is more effective. With LinkedIn Ads, you can target job levels, so you can target your ads to managers, VPs, and more. You can also configure other settings such as skills and job types.
[Interests and features]

Targeting based on user interests is possible. For example, if you host a career development event, you can only show your ads to members who are interested in careers and employment. This is an effective targeting when you want to approach members with specific interests.

Step 4. Choosing an ad format

The available ad formats depend on your campaign objective. When choosing a format, pay attention to the box “Estimated Audience and Other Information” that appears on the right side of the screen.

Switching formats changes the information in the box. This box shows the simulated results of running your campaign in the selected format.

Clarify your priorities, such as budget and impressions, and choose a more effective ad format.

Step 5. Choose where your ads are delivered

According to LinkedIn, enabling the “LinkedIn Partner Network” will allow you to serve ads to third-party apps and site members, increasing your reach by up to 25%.

Enable “LinkedIn Partner Network” unless you have a specific reason to do so.

Step 6. Determination of budget, schedule and bidding method

Decide on a budget, schedule, and bidding method.

You can choose from the following three budgeting methods:

  • Daily budget and Lifetime budget
  • daily budget
  • lifetime budget

It is not recommended to invest a large amount of budget from the beginning of the campaign. Once you’re sure your campaign is on track, it’s time to add to your budget.

Decide on a start date for your campaign. If you can set the end date, you can also specify to display the ad continuously.
[Bid method]

There are three bidding methods:

  • Maximum delivery (automatic): LinkedIn automatically adjusts your budget to maximize your advertising objectives and effectiveness.
  • Target unit price: Automatically adjusted within a range where the average unit price per day does not exceed 30% of the target unit price.
  • Manual bidding: You decide your own bids.

Finding the best bid is necessary when using target bids or manual bidding. For target bids and manual bidding, refer to the displayed recommended amount when deciding your bid.

Step 7. Setting up conversion tracking

Setting up conversion tracking allows you to trace user behavior after clicking an ad. It provides valuable customer information, so be sure to set it up.

Step 8. set ad

Finally, click “Create new ad” to create the creative to be delivered and you’re done.

6 Tips for Effective LinkedIn Ads

6 Tips for Effective LinkedIn Ads

The strength of LinkedIn Ads is their excellent targeting accuracy. However, even if you can reach the target accurately, the measures may be in vain if they do not lead to subsequent relationship building. Here are 6 points of LinkedIn advertising management.

1. Define your persona in as much detail as possible

LinkedIn Ads offer a variety of targeting options to reach personas belonging to specific industries and positions. In order to take advantage of this strength, analyze the customer information collected by your company and define a specific persona that will be interested in your service.

2. Align goals with personas and action phases

With LinkedIn Ads, you have a variety of options to choose from. When determining the purpose, what phase is the persona currently in? Let’s set it up first.

For example, if you set a persona as a potential customer who does not know your company yet and who is not yet at the stage of considering the introduction of tools, you will decide to make “recognition of your company’s tools” the purpose.

3. Set KPIs according to purpose

Of course, without proper KPI (Key Performance Indicator) setting, it is impossible to measure advertising performance and implement the PDCA cycle to improve performance.

If your goal is to increase brand awareness, then content engagement and site traffic numbers are the best KPIs. On the other hand, if the purpose is lead generation, ROI and CPL (cost per lead) are the indicators.

Set the right KPIs to get an accurate picture of how your ad performance is trending.

4. Tailor your creative and copy to fit your persona

Once you’ve decided on your personas and goals, it’s time to create your ad creative.

The important thing in the production of advertising creative is “thinking about the other party’s insight”. Think about the values ​​your personas want and reflect them creatively so that you can respond appropriately.

Rather than focusing on selling your own tools, focus on providing the means to solve problems.

By taking the initiative to provide value from your company, if the other party is interested, you can start building relationships in a good state.

5. Enrich your company page and content

In today’s world of information confusion, people focus on “who” is sending the information. Professionals seek information, ideas and services from brands they trust.

Personas interested in your brand in an ad will check your company page to decide what to do next. If your company page is not complete and you don’t know who you are, it will be difficult to build relationships.

Enrich your company information, such as company profiles and product pages, before serving ads.

6. Conduct AB testing to optimize your ads

Just adjusting the targeting, creative wording and design, and video thumbnails can make a big difference in ad performance. In order to create highly effective advertisements, it is recommended to conduct an “AB test” in which multiple advertisements are run simultaneously.

The trick to AB testing is to only change one element. Make a hypothesis and test it with A/B testing to see if it’s your ad design or your targeting that needs to be improved.

[For BtoB] LinkedIn Advertisement Success Story

Let’s take a look at three examples of companies that have actually achieved great results with LinkedIn ads.

Case 1: Samsung SDI

Samsung SDI is the world’s largest lithium-ion battery manufacturer. The company decides to use LinkedIn advertising for the purpose of generating high-quality leads on a global scale.

The first thing the company did when placing ads on LinkedIn was to use LinkedIn slideshare to create content that introduced the company’s products and technologies. After enriching the content, we set up specific personas and launched an advertising campaign with display ads and sponsored InMail.

As a result, we were able to reach about 300,000 people, and in about two months we were able to generate a number of leads equivalent to the company’s annual number.

Case 2: Cisco

Cisco is a global IT and network-related company. Cisco’s Canadian sales office used LinkedIn advertising to achieve the following KPIs to expand digital marketing.

  • Lead Generation and Contact Acquisition
  • Improved lead generation costs

The first thing the company did with its LinkedIn ad was creating a white paper introducing Cisco’s technology for the manufacturing industry.

In order to generate leads efficiently, the persona was defined as a decision maker, and the persona was narrowed down specifically by job function and position.

After displaying white paper advertisements on personas, we were able to reduce lead generation costs and improve campaign accuracy.

Case 3: Microsoft Canada

Here’s why Microsoft Canada chose LinkedIn ads.

  • Business professionals who are our main customers gather
  • Effectively reach decision makers
  • Reliable delivery of ads to customers in Canada

In order to efficiently generate leads, the company narrowed down the personas to decision makers and delivered video ads.

During the campaign, the company conducted a combined test of audience segmentation and found that videos that were 15 seconds in length had the highest completion rates.

As a result of highly accurate targeting and ad optimization, the funnel was shortened and KPIs were achieved.

“Providing the value that the other party wants” is essential for LinkedIn advertising

The great appeal of LinkedIn advertising is the ability to reach quality potential customers such as decision makers with high-precision targeting. But if your ad creative isn’t optimized, it won’t lead to conversions.

A better understanding of your customers is essential to the success of any business, not just LinkedIn advertising. Think through persona details and persona insights and create ad creatives that serve them.

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