LinkedIn advertising: Campaigning on LinkedIn

LinkedIn advertising Marbella

LinkedIn advertising Marbella

Advertise on Linkedin? What are the advantages of this? Why would you do that anyway? It is not the most popular social medium, so it makes much more sense to go to Facebook?

This is not entirely true for a specific target group. You know that 9 out of 10 people are on Facebook, but many of those who are not on Facebook do use LinkedIn. This is also because LinkedIn is used with a completely different purpose than Facebook and with this goal in mind it is actually very logical to advertise on LinkedIn.
On LinkedIn, there are mainly people in the business area. It is a professional ‘social media’. This way you know that you can reach serious potential customers. Advertising on LinkedIn is, therefore, a very serious area for you.

How do you do that?

In the following paragraphs, you will find a step-by-step plan in which you learn how to advertise on LinkedIn. Read them in advance so that you know what you have to have at hand. Especially step 1 does take the necessary time.

Step 1: preparation

A preparation is certainly important. Ask yourself: What do I want to achieve with advertising? Here are a few examples: Do you want to bring in more customers? Do you want more brand awareness? Do you want to lead people to your webshop? Whatever goal you have, you have to take it into account in your ads.

You have to put your target group together on LinkedIn. Also, think about your budget campaign LinkedIn.

Step 2: Create an account

You must have your own account on LinkedIn and a company page. With your account, you can manage a page for your company and only with that company page, you can advertise messages. If you do not yet have your own account, you have to create it. Then you start working in the Campaign Manager. You create a new account (within your own account) on the name of your company. Choose a suitable name that tells enough about your company.

Choose the right currency for your business. Advertising is not free.

Think about the desired budget that advertises on LinkedIn costs.

Step 3: Campaign type

What kind of campaign are you going to conduct? LinkedIn gives you three choices. Sponsored content, text ads or a sponsored Inmail. What is the difference?

LinkedIn advertising Marbella

Sponsored content

You reach the customers through sponsored messages in their LinkedIn feed. The messages that you have already created on your company page can easily be sponsored to reach people who are not yet following your page. You can also turn on a feature that allows people to follow your page, which can provide more business followers. Very useful if you want to be seen repeatedly in their timeline.

This is the form of advertising that I usually apply on LinkedIn.

Text Ads

The campaign is listed as an ad on the side of Linked-In or at the top of one line.Advantage: This way of advertising leads to more visitors to your website. So this is more about selling. Because you lead people to your website, they can buy something from you.
Disadvantage: People cannot follow you in this way. You can create name recognition because you are always on the sidelines or top of LinkedIn.

Sponsored Inmail

This type of advertisement looks a bit like email marketing. You make a nice message that you can send to people you indicate in your target group or to the followers you have. The advantage is that this is very personal, the disadvantage is that this can also deter people.

Step 4: Campaign name

Think of a name for your campaign. You can have multiple campaigns on LinkedIn. If you want to order your campaigns, you have to put a number on your campaign. The campaigns are displayed in alphabetical order.
You also have to choose a language for your campaign. Think carefully about this! If you have a webshop, you will want to advertise internationally more quickly than if you have a store.

You can also opt for conversion tracking. This means that LinkedIn keeps track of the results for you. This way you can see whether your ads are effective. You can track how many people click on your ad and how many people go to your website or page. You can also see which campaign is most effective because of multiple campaigns.

For this, you have to install a code on your website, but this also allows you to advertise more specifically.

Step 5: Create the ads

It differs per type of advertisement, which is the working method.

Sponsored Content campaign

You can choose from two types of sponsored campaigns. With one, you sponsor from an existing content and with the other you create a content yourself. Give your ad a name and create a text with a maximum of 600 words and add an image. An image does not necessarily have to, but it appears from the practice that ads with images are viewed more.

Text Ad campaign

You can choose between two options: if people click on your ad, they will 1. visit your LinkedIn page or 2. to your website. Choose a good header for your ad with up to 25 words and a description of up to 75 characters. You can also add an image. You can create multiple text Ads to test which works best.

Sponsored Inmail

This is very similar to e-mail marketing within LinkedIn. You can write a personalized message to make real contact with people and to increase registrations for your real e-mail marketing or even programs.

Step 6: Target group

On LinkedIn, you can very clearly put together a business target group. You can indicate the areas you want to focus on. The professions and functions that your target audience must have, the number of years of experience, the company size and even which diploma your target group must have. Ideal for when you are looking for a business client with a certain position in a certain branch.

Step 7: Budgets

Advertising on LinkedIn is not free! Think in advance about your budget campaign LinkedIn. LinkedIn is relatively more expensive than for example Facebook, but this is also because you can advertise your target audience more accurately. With LinkedIn, for example, I have far less trouble with strange characters who like your ads. You can pay per click or per impression.


You pay when someone clicks your ad. Ideal for when you want more traffic to your website or page.


You pay per 1000 times your ad is shown, regardless of the number of times people clicked on it. This is a perfect deal when you want more brand awareness.
What is ideal on LinkedIn is that it always shows what the competitor does. You can also set a maximum budget per day so that you will not be through your budget after a week. You can also enter a budget for the entire campaign so that LinkedIn has an indication of your costs.

Your ad is ready to enter the world! Good luck! Do you need more help? Then you can always follow a workshop about LinkedIn.

LinkedIn advertising Marbella

If you want to learn more about advertising on Linkedin, or if you want professional support, please contact FML Marketing. Our team of experts is ready to help you and your organization reach your online marketing goals!

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