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LinkedIn Campaign Types: A Quick Rundown

Published: June 14, 2017

Author: Molly McCarty

As of today, there are three main types of ad campaigns on LinkedIn. In this blog post, we’re exploring examples of these ad types as well as highlighting some key differences between each of them.

Sponsored Content

Sponsored Content Ads can be run on both mobile and desktop. However, unlike Facebook, you do not have the ability to separate placements, so your ads will always target both mobile and desktop. Sponsored Content Ads give you a larger space for your creative compared to Text Ads and Dynamic Ads (explored below).

Other Things to Note:

  • Sponsored Content Ads have two bidding options: CPC or CPM
  • Sponsored Content Ads can be run on the self-serve ad platform

Text Ads

Text Ads are currently only available on desktop, though a mobile option is on the roadmap for later this year. Text Ads provide a small space for creative, so using your company’s logo or a headshot is recommended.

Other Things to Note:

  • Text Ads have two bidding options: CPC or CPM
  • Text Ads can be run on the self-serve ad platform

Dynamic Ads

Just as with Text Ads, Dynamic Ads are currently only available on desktop, and the space for creative is small.

Other Things to Note:

  • Dynamic Ads can only be used for CPM bidding, but CPC bidding is on the roadmap to be released as an option this year
  • Dynamic Ad campaigns currently can only be run through a LinkedIn rep with an IO. It should be available through the self-serve ad platform later this year.

In comparison to Facebook, you will probably see much higher CPCs when advertising on LinkedIn. However, targeting on LinkedIn can be much more granular – you have the ability to be very specific in your title/seniority-level targeting and company targeting. LinkedIn also recently released retargeting and CRM list targeting, both great options if you are looking to target specific people directly or exclude them from current campaigns. Additionally, LinkedIn gives you the option to target lists of companies directly while layering on specific titles if you’d like to get more detailed.
I would definitely recommend testing LinkedIn if you have a product that would benefit from specific targeted advertising.
Do you prefer a specific LinkedIn ad type? Let us know your thoughts below!

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