One of LinkedIn’s primary advantages for advertisers is
the platform’s ability to target members and engage them in a professional context. The platform
offers unique features, such as Follow Company Ads and the ability to target professional groups,
that can be particularly effective for reaching a business-to-business (B2B) audience.
To maximize the effectiveness of their advertising, advertisers should tailor their
ad copy and headline for different audiences and direct each audience to a landing page with the
most relevant content.
The cost of advertising on LinkedIn depends on various factors, such as the target
audience, campaign objective, and bid. For display ads, bidding starts at USD 2 per click and can
go above USD 5 per click. LinkedIn considers a good click-through rate to be 0.25%
(2.5 clicks/1,000 impressions), but well-targeted ads can often perform significantly better.
The power of advertising on LinkedIn lies in the ability to finely-target professionals.
Targeting is based on member-generated data, which includes:
- Demographics: Job title, job function, seniority, company industry, company size, education, gender, age, years of
experience.
- Location.
- Interests: Skills, field of study, group membership.
- Persona: For example, job searcher, opinion leader, mass affluent, business traveller.
- Own audience data: Targeting based on advertiser’s account lists.
As with other well-established social platforms, LinkedIn allows advertisers to track the impact of
their ads through built-in campaign and website analytics. This enables advertisers to refine their
targeting and improve the effectiveness of their advertising over time.
