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3 min read

LinkedIn Advertising Options

This article was updated on: 07.02.2022

LinkedIn is a great way to advertise, especially for B2B. So I’ve compiled a list of the best possible LinkedIn advertising options to help you decide on the best future social media marketing route for your company.


Starting Up:

Company Page

  • Let’s start with the basics. First you need to set up a LinkedIn profile for your company. A company page should contain useful, informative content about your business that can be shared by followers. It should act as the backbone for all ad campaigns on LinkedIn and should ideally be updated on a regular basis.

Showcase Page

  • Showcase pages are extensions to the company page that can showcase a particular product or service. Your followers can then choose to receive updates about only that ‘showcase’ page if they wish.



‘Self Service’ Solutions:

‘Self Service’ ad options are really simple to start up and to make effective. These are probably the best options for most businesses.

Display Ads

  • These are small ads positioned in a user’s inbox or at the bottom of their homepage which can be targeted to a very specific audience. Each ad has a 25 character headline, a picture and a 75 character description. This is the most common method of advertising on LinkedIn.

Sponsored Content

  • When you update a page on your profile, you can pay to have the update broadcasted into the ‘news stream’ of a very large, targeted audience. This is the best option when releasing a new product/service.



LinkedIn Advertising Partner Solutions:

Generally these advertising options get the best results, but they also cost more too.

Premium Display Ads

  • These target the same people as the display ads. They are a lot larger and take up the whole right side of the advertising section on a page. These cost more than display ads but generally have higher click through rates.

Sponsored Inmail

  • This enables you to send an advertising email to anyone on LinkedIn. It’s possible to make each one extremely targeted, However each user is only allowed to receive one ‘Inmail’ every 60 days. This can be a limitation if your target audience is very small.

Follow Company Ads

  • This is a useful tool if your company is new to LinkedIn. These ads appear on a user’s profile page, encouraging them to follow your company.

Recommendation Ads

  • These appear in a number of locations on a user’s page, enabling you to showcase a specific product. It shows the companies name, the product and the number of people that have recommended it. A user can also share or recommend through this ad too.

Join-Group Ads

  • These appear in various places on a user’s page. The ad contains the name of the group and a brief description of the topics discussed. A user can then join the group via a button on the ad.


‘Organic’ Advertising:

Organic advertising is by far the best way to build up a following on LinkedIn. It isn’t advertising per se, but more promotion of you and your business. No payments have to be made for these, but it takes time and dedication to start getting results.

Posting Updates

  • Whenever you post an update, it’s  automatically broadcasted to each of your followers’ ‘news streams’. This is a great way of promoting a new product, however this proves much more effective once you have a large number of followers.

Posting in Groups

  • Posting in groups can be a really useful way of advertising your company and earning new followers. For example, there may be a question that can’t be answered within a group, so if you give an informative response to a question then you’ll start to build up an online presence. You can then use this to your advantage to gain new followers. Join-Group ads can promote a group that your company regularly contributes to.

Starting Conversations

  • Starting a conversation on a LinkedIn group can be very powerful for your business. Remember this – If the content your company posts is engaging enough, it can get a massive response, resulting in new followers and a greater online presence.