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Mar 18, 2020

Paid Advertising on LinkedIn


Do you want to extend your reach on LinkedIn? Are you ready to leverage the insane targeting capabilities of the site? Do you have a budget you can work with? If you answered “yes” to even one of these questions, you should read on. If you answered “no” you might also consider reading on to learn more about paid LinkedIn advertising, just in case you need to use it in the future. This blog covers the different types of advertising you can utilize, some detail on the cost, and finally your first step to getting started.

Advertising Types

There are three broad categories for advertising on LinkedIn: awareness, consideration, and conversions. Within those categories, you have the following options:

Awareness Consideration Conversions
Brand Awareness Website Visits Lead Generation
Engagement Website Conversions
Video Views Job Applicants


Brand Awareness is used to teach LinkedIn users about your business. You can use a brand awareness campaign to tell people more about your products or the company itself.

Website Visits is self-explanatory. These ads drive traffic back to an external landing page, such as your company website.

Engagement campaigns are meant to increase LinkedIn users’ engagement with your page. These campaigns should increase your page followers.

Video Views is another obvious one – get people to watch your videos!

Lead Generation is for companies looking for sales leads to feed into their pipeline. The goal here is to not only increase the number of leads you have but also give you quality leads.

Website Conversions campaigns are like Website Visits but with an important distinction. Website Conversions campaigns seek to increase your actual conversions or sales/downloads/sign-ups/etc. These campaigns are meant to get the leads on your website to take action on a page. Insight tags are downloaded on your firm’s website to utilize this function.

Finally, the last campaign category is Job Applicants. Job Applicants campaigns promote your firm’s posted job opportunities to qualified candidates.

Depending on your objective, you will need to choose the advertising strategy that is right for you. To start, you may choose a Brand Awareness or an Engagement campaign to simply get your name out there.


The cost of LinkedIn advertising varies and is on a bidding system. You set a budget and dates to run the ad like with Facebook advertising.

Starting Point

To get started with LinkedIn ads, you will first need to create a Campaign Manager account. You can do this through your LinkedIn company page. Once you are on the company page, select “Admin tools” at the top right-hand corner of your screen. This creates a drop-down menu. Select “Sponsor an update.” This will prompt you to create a Campaign Manager account. Once you have the account, you can create paid ad campaigns through there! Happy advertising!

For more detailed information on LinkedIn paid ads, click the link here.