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Learn To Use LinkedIn For Marketing In Simple Steps

Learn To Use LinkedIn For Marketing In Simple Steps

Have you ever thought of leveraging LinkedIn for marketing? No? Well, you are not alone then. There is hardly any doubt that most of us has not used LinkedIn for marketing or creating a presence.

But with the time, we have realised that LinkedIn is an exceptional platform to network with like-minded professionals. However, we haven’t yet explored it for marketing. As per the LinkedIn statistics, there are 414 million active users. Talking about LinkedIn’s number of monthly unique members visiting it are over 100 million. Huge numbers mean huge opportunities! This is the reason more and more marketers are using the LinkedIn platform in order to promote their goods and services.

Why LinkedIn Gets Ignored

If you haven’t thought of using LinkedIn for running an ad campaign then you are not alone for sure. LinkedIn often gets overlooked by media planners and marketers because of some misconceptions and challenges. They are as follows:

  • Since LinkedIn focuses on business connection, therefore, marketers tend to think of using it for B2B only.
  • LinkedIn is neither a typical social networking site nor a true content platform.
  • LinkedIn lacks the integration of professional bid management sites.
  • When compared with Google and Facebook, LinkedIn’s audience is much smaller.

Why Use LinkedIn Ads

As the platform has 400+ million users, there are great chances your business audience is on LinkedIn. If you use LinkedIn ads, it can increase your visibility and improve the know, like, and trust factor.  If you have a budget equal or more than $25,000, you can get access to premium advertising tools like display ads, lead accelerator, sponsored groups, and sponsored InMails.

 The ads perfect for small and medium sized businesses is sponsored content. These sponsored ads on LinkedIn are similar to Facebook news feed ads or sponsored tweets. Another type of LinkedIn ads which you can use are the text ads which are similar to PPC ads on Google, or Facebook ads. Though LinkedIn ads are more expensive than other platforms but if used right, they can be worth every penny! You should be using specific targeting options and do micro-campaigns to know how it is working. They are easier to track and costs less.

Set up LinkedIn ads in two ways

1. Cost Per Click (CPC)

If you want to do sponsored content, opt for CPC as people don’t click through as much on sponsored updates. Micro-targeting is a great idea as LinkedIn will keep showing your ad until they get their money. Therefore, if you want to start getting visibility and recognition, this kind of strategy is perfect.

2. Pay Per Impression (PPM)

If you want to do text ads, you should go with Pay Per Impression (PPM). This is an option good for lead generation. For instance, you can incentive to get someone into your marketing funnel. Once people are acquainted with you because of these sponsored ads, the probability of clicking on your link will increase, thereby, filling your funnel.

How To Create LinkedIn ads

Once you are clear with your message and target audience, you are all set to create ads for your ad campaign. Here are two types of ads that you can go for on LinkedIn.



1. Sponsored Updates

LinkedIn’s sponsored updates are similar to Facebook’s boosted posts. With the help of sponsored updates, you can ‘boost’ posts the previously published ads to your company page. Things you can set a budget:

  • Who you want to target,
  • How much you want to spend, and
  • For how long



If you want to be more in-depth with respect to who and how you target your audience, a sponsored update is best suited then. This provides more information when compared to a Facebook boosted post. Therefore, you can boost your content to the right audience easily on LinkedIn. With the step-by-step procedure, you can select and find the audience, decide the time period you want to run the ad and how much money you want to pay.

You pay in two ways. Either Cost Per Click (CPC) i.e pay when someone clicks on your ad or by Cost Per Impression (CPM), i.e pay when your ad is viewed, and the cost is per thousand impressions.

As per the LinkedIn’s advertising breakdown, you will see advises on how your budgets will be spent depending on the options you choose. For instance,

Setting budgets: this is the maximum total amount you want to spend per day.

Setting bids: the maximum amount you want to pay for each click or every thousand impressions. You can bid in two ways. One is Pay Per Click or PPC, here you specify the maximum amount that you are willing to pay per click and set a budget on a daily basis to identify the most that you are ready to spend each day. Another is Pay per thousand impressions (CPM), you will specify a set cost for each 1,000 times your ad pops up and it doesn’t matter how many clicks you get. This option is good if you care about the frequency with which your ad is shown and not the number of clicks.



Keeping both options in consideration, Campaign Manager comes up with a suggested bid range which shows an estimate of the current competing bids by your competitors who are targeting the same set of people. So, if you bid higher in this range, the chances are more that you will receive clicks and impressions.

Once you know how and where you want to spend your money, then you can set a daily budget, a bidding price, and the campaign dates. You are ready to launch your sponsored update, once all your information has been added.

Note: Remember to re-check the budget and make sure the start and end dates are as per your convenience.

2. Ad Campaigns

These are full ad campaigns. You can start with this campaign by selecting the ‘I want to drive targeted leads across multiple LinkedIn pages’ option in the Campain Manager category. You need to begin filling out the information in a step-wise manner.

This is a good thing about LinkedIn advertising as it provides you a full step-wise guide so that you do no blunder. It won’t allow you to move to the next step until and unless all the information has been entered correctly. You start with giving a name to your campaign and then start by creating your ads.



There is an option for sending your visitors to your LinkedIn company website or page. If you choose to send them to the website then you can UTM tag your links which will prove useful.

The next step is to enter the headline, image, and copy. The headline should fit within 25 characters whereas the copy should not exceed 75 characters. It is a good recommendation to fill out all of these and put an attractive image of the company or its logo. This is because ads on LinkedIn with images get up to 20% more clicks than imageless ads.

With the preview option, you can see how your ad will look as tall, long, horizontal, and square. It is  sensible to check through these sections in order to be sure that your ad works well in all formats as these ads will show up in the timelines and news feeds. Once you are satisfied with your ad, you can save it and move to the next step. The next step will let you make almost fifteen variations of your ad.



It is feasible to create different variations of your ad. This is because you create split tests for your campaign. When you create different ads, i.e test with different images, wordings, and headlines and then compare how well each version does against each other. This will let you learn more about what your audience wants and prefers.

Once you have created the ads for your ad campaigns, then you can choose the who is the target audience and how you want to target them. This is similar to the promoted posts as the targeting options are similar. Once you have narrowed down  your audience, you are all set to add the budget options and launch your campaign. It is no rocket science.


You have more power by your side with LinkedIn than you might think. LinkedIn for marketing is a powerful tool which can boost your sales to manifolds. Therefore, if you are using Google, Facebook, or Twitter for creating your presence via ads, then add LinkedIn too. If you are a newbie, following the above-mentioned points can help you get a kick-start to your LinkedIn marketing.

You can refer to this video for more clarity on how to create ads on LinkedIn to earn profits..

Have you ever thought of using LinkedIn for marketing? Did it work for you? Share with us your experience of leveraging LinkedIn for marketing purpose! You can also learn everything of social media marketing.

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.

There are 3 comments

  • 3 years ago

    Chirag Pahwa   /   Reply

    Knowledgable Post. !! Got Exposure of Creating Linkedin Ads

    • 3 years ago

      Sakshi Behl   /   Reply

      Glad you liked it, Chirag.

  • 10 months ago

    Ananya Sharma   /   Reply

    Thanks for writing such an informative article. I don’t think I will now have to go anywhere else to learn the ways of creating LinkedIn ads. It would have been great if you could throw some more light on CPC and PPM to help understand their importance in LinkedIn marketing. Otherwise, I thoroughly loved your article. Thank you again! 

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