{"id":1952,"date":"2023-02-17T16:08:39","date_gmt":"2023-02-17T16:08:39","guid":{"rendered":"https:\/\/solocom.ca\/publications\/2023\/02\/why-you-should-advertise-on-linkedin\/"},"modified":"2025-12-15T21:54:27","modified_gmt":"2025-12-15T21:54:27","slug":"why-you-should-advertise-on-linkedin","status":"publish","type":"post","link":"https:\/\/solocom.ca\/en\/publications\/2023\/02\/why-you-should-advertise-on-linkedin\/","title":{"rendered":"5 good reasons to advertise on LinkedIn (Demo)"},"content":{"rendered":"<p>When it comes to the world of B2B, <strong>LinkedIn has become the web\u2019s go-to social platform<\/strong>. Originally created to connect professionals with new career opportunities, LinkedIn is now used by businesses to <strong>increase their visibility, improve their brand image, promote their services, and generate engagement<\/strong>.<\/p>\n<p>LinkedIn has approximately <strong>850 million members<\/strong><sup>1<\/sup> (including 211 million in North America alone) and nearly half of them are monthly active users. <strong>58 million businesses have a LinkedIn page<\/strong><sup>3<\/sup>.<\/p>\n<p>Today, <strong>LinkedIn generates an astounding 80% of B2B leads<\/strong><sup>2<\/sup> (which is more than Facebook and Twitter), with a majority coming from LinkedIn Ads.<\/p>\n<p>These figures should convince you to give it a go! Read on to find out why advertising on LinkedIn is a must when it comes to B2B.<\/p>\n<h2>What is LinkedIn Ads?<\/h2>\n<p><b>Put simply, LinkedIn Ads is LinkedIn\u2019s marketing tool that allows users to target professionals with paid advertisements.<\/b> You can use it to promote your company, products, and services. With LinkedIn Ads, you can tailor your message to the audience you want, when you want, and exactly how you want.<\/p>\n<h2>5 good reasons to advertise on LinkedIn Ads<\/h2>\n<h3>1. Target your ads to reach a B2B audience<\/h3>\n<p>Compared with other digital ad tools, LinkedIn Ads can collect <strong>data about your target\u2019s professional profile<\/strong>. This is a key to a successful B2B campaign.<\/p>\n<p>In fact, you can play around with <strong>200 targeting options<\/strong> to fine-tune your campaign, even in niche markets. For instance, you can define the following:<\/p>\n<ul>\n<li>Location: country, region\u2026<\/li>\n<li>Organization: name of the company, sector of activity, number of employees, sales revenue\u2026<\/li>\n<li>Professional experience: job title, duties, rank, seniority\u2026<\/li>\n<li>Education: schools, majors, degrees\u2026<\/li>\n<li>Demographics: age, gender\u2026<\/li>\n<li>Interests in line with pages and content followed<\/li>\n<li>And much more<\/li>\n<\/ul>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" width=\"1024\" height=\"731\" src=\"https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_matched_audiences.jpg\" alt=\"Param\u00e9trage d\u2019audience sur LinkedIn Ads\" loading=\"lazy\" srcset=\"https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_matched_audiences.jpg 1024w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_matched_audiences-300x214-1.jpg 300w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_matched_audiences-768x548-1.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Example of targeting options on LinkedIn Ads (<a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/identifying-a-target-audience-for-your-linkedin-sponsored-content\" target=\"_blank\" rel=\"noopener\">source<\/a>)<\/p>\n<p>LinkedIn Ads\u2019 <strong>Matched Audiences <\/strong>(similar to Facebook Ads\u2019 Lookalike tool) allows you to customize your campaigns. It can be used to create a target audience based on criteria associated with users who have already interacted with your page or using an imported contact list.<\/p>\n<h3>2. Test a wide range of engaging ads<\/h3>\n<p>With LinkedIn Ads, you can choose from among different kinds of ads:<\/p>\n<ul>\n<li><strong>Sponsored Content<\/strong>: This type of native advertising will appear in a user\u2019s feed alongside organic posts (which are not ads). You can sponsor all kinds of content such as a <strong>carousel, a banner with an embedded link, images, text, videos, job postings, events<\/strong><b>,<\/b> etc.<\/li>\n<li><strong>Sponsored messaging<\/strong>: This option allows you to send messages directly to your targets via LinkedIn\u2019s messaging system. The open rate and engagement rate of a sponsored message is <strong>twice as high when compared to traditional emails<\/strong><sup>3<\/sup>. However, there is a limited number of sponsored messages you can send to protect users from spam.<\/li>\n<li><strong>Text ads<\/strong>: This is text that is displayed above the fold or on the right side of the user\u2019s newsfeed.<\/li>\n<li><strong>Dynamic ads<\/strong>: Dynamic ads are personalized to the user and can feature their first name, photo, company, job title\u2026<\/li>\n<\/ul>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" width=\"810\" height=\"466\" src=\"https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_dynamic-ads.jpg\" alt=\"LinkedIn Ads - publicit\u00e9 dynamique\" loading=\"lazy\" srcset=\"https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_dynamic-ads.jpg 810w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_dynamic-ads-300x173-1.jpg 300w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_dynamic-ads-768x442-1.jpg 768w\" sizes=\"auto, (max-width: 810px) 100vw, 810px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Example of a dynamic ad (<a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/introducing-linkedin-dynamic-ads-in-campaign-manager\" target=\"_blank\" rel=\"noopener\">source<\/a>)<\/p>\n<p>If you\u2019re unsure which type of ad would suit your campaign, you can launch an <strong>A\/B testing strategy to try different versions of your ad<\/strong>. The system will automatically pick the one with the best results.<\/p>\n<h3>3. Generate qualified leads<\/h3>\n<p>LinkedIn\u2019s network can help you increase your visibility, refine your brand image, and boost your employer brand. But with LinkedIn Ads, you can do so much more. It is a powerful tool with hundreds of features that will generate leads and attract prospects to your website or contact form.<\/p>\n<p>For instance, you can <strong>embed a link that leads your landing page (contact form, link to download a document, etc.)<\/strong>. It can be embedded within the copy of your ad or on an image.<\/p>\n<p>Moreover, LinkedIn has designed a new tool to help you collect new prospects: Lead Gen Forms. How do they work? A user clicks on the link to the form \u2013 it can be embedded in content or a sponsored message \u2013 which then automatically fills with their LinkedIn profile information. In other words, Lead Gen Forms will <strong>automatically provide you with more information about your leads<\/strong>.<\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" width=\"1125\" height=\"1054\" src=\"https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_leadgen.jpg\" alt=\"LinkedIn Ads - LeadGen\" loading=\"lazy\" srcset=\"https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_leadgen.jpg 1125w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_leadgen-300x281-1.jpg 300w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_leadgen-1024x959-1.jpg 1024w, https:\/\/solocom.ca\/wp-content\/uploads\/2024\/08\/linkedin-ads_leadgen-768x720-1.jpg 768w\" sizes=\"auto, (max-width: 1125px) 100vw, 1125px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Example of a Lead Gen Form (<a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/introducing-linkedin-dynamic-ads-in-campaign-manager\" target=\"_blank\" rel=\"noopener\">source<\/a>)<\/p>\n<h3>4. Make your small budget go far<\/h3>\n<p>Advertising on LinkedIn Ads is <strong>less expensive than most other B2B options<\/strong> such as specialized publications or ads on websites targeting professionals. For the best results you\u2019ll need a <strong>minimum budget of $10 per day<\/strong>.<\/p>\n<p>Depending on the type of ad you have in mind and your marketing objectives, <strong>LinkedIn\u2019s auction system will determine what you will pay<\/strong>. Here is the average cost associated with each type of action:<\/p>\n<ul>\n<li>Cost-per-click (CPC): $2<br \/>\nThis is the amount you pay when a user clicks on your ad.<\/li>\n<li>Cost-per-thousand\/cost-per-mille (CPM): $7.19<br \/>\nThis is the amount you pay to obtain one thousand views of your ad.<\/li>\n<li>Cost-per-send (CPS): $0.80<br \/>\nThis is the amount you pay for every sponsored message you send.<\/li>\n<li>Cost-per-open (CPO): $1.70<br \/>\nThis is the amount you pay for every sponsored message that is opened.<\/li>\n<\/ul>\n<p>Keep in mind that these figures are approximate. They will <strong>vary depending on your campaign settings, your audience, your competition<\/strong>, etc. You can also increase or decrease your budget throughout your campaign.<\/p>\n<p>Not sure where to begin? We can help you determine the budget you need. <a href=\"https:\/\/solocom.ca\/en\/contact\/\">Get in touch with us for more information<\/a>.<\/p>\n<h3>5. Easily measure the ROI of campaigns<\/h3>\n<p>Just like Facebook Ads and Google Ads, LinkedIn Ads provides <strong>you with a plethora of stats<\/strong> so you can easily assess the return on investment (ROI) of your campaigns. The platform\u2019s campaign manager gives you access to dashboards where you can view plenty of information about the <strong>performance of your ads<\/strong>.<\/p>\n<p>Other than the performance indicators (KPIs) mentioned above, you might also want to keep an eye on the clickthrough rate (CTR) of a link, the conversion rate (CVR), and the cost-per-prospect (CPL) associated with your Lead Gen forms. <a style=\"background-color: #ffffff;\" href=\"https:\/\/solocom.ca\/comment-analyser-la-performance-de-vos-publicites-linkedin-benchmarks-2022\/\" rel=\"noopener\">Find out which KPIs to monitor on LinkedIn. (French)<\/a><\/p>\n<p>Keeping track of these KPIs will give you a good idea of what is and what is not working so you can <strong>refine your strategy and optimize your ads to get the best results possible<\/strong>.<\/p>\n<h2>An agency specialized in advertising on LinkedIn Ads<\/h2>\n<p>If your business relies on a B2B strategy, you know how important it is to advertise on LinkedIn, no matter your objectives or size of your budget. Before you get started, you\u2019ll need the right <strong>marketing vision and the know-how to get the most out of the platform<\/strong>. It might be a good idea to partner with an agency that specializes in digital advertising. As Solocom, we know everything there is to know about LinkedIn Ads.<\/p>\n<p>Together, <strong>we\u2019ll define your objectives to build a bespoke campaign<\/strong> that aligns with your strategy and marketing plan: <strong>targeting criteria, ad formats, type of auctions and budget, messages, visuals<\/strong>\u2026 Rest assured that our digital marketing specialists will closely monitor your campaign so they can optimize your ads to deliver the best results.<\/p>\n<p>Need help for your digital campaigns? <a href=\"https:\/\/solocom.ca\/en\/contact\/\">Contact us today. <\/a><\/p>\n<p>Sources<\/p>\n<ol>\n<li><a href=\"https:\/\/blog.waalaxy.com\/chiffres-cles-linkedin\/\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.waalaxy.com\/chiffres-cles-linkedin\/ <\/a><\/li>\n<li><a href=\"https:\/\/adjossible.com\/blog\/linkedin-is-responsible-for-80-of-b2b-leads-using-linkedin-to-generate-leads\/\" target=\"_blank\" rel=\"noopener\">https:\/\/adjossible.com\/blog\/linkedin-is-responsible-for-80-of-b2b-leads-using-linkedin-to-generate-leads\/<\/a><\/li>\n<li><a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/why-you-should-be-marketing-on-linkedin-right-now\" target=\"_blank\" rel=\"noopener\">https:\/\/www.linkedin.com\/business\/marketing\/blog\/linkedin-ads\/why-you-should-be-marketing-on-linkedin-right-now<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>LinkedIn generates 80% of B2B leads. Learn how LinkedIn Ads can benefit your business and find out where to begin.<\/p>\n","protected":false},"author":5,"featured_media":1794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-fullwidth.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-1952","post","type-post","status-publish","format-standard","has-post-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 good reasons to advertise on LinkedIn (Demo) - Agence marketing B2B \u00e0 Montr\u00e9al | Solocom<\/title>\n<meta name=\"description\" content=\"LinkedIn generates 80% of B2B leads. 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