Linkedin Ad Types/Formats

Linkedin Paid Ads - From A to Z by Impactable.com

Welcome back and we are grinding out the basics here still. A lot of foundational info to get through but it’s important to really understand what the capabilities are here in order to know what’s possible.

I won’t spend too much time here (hopefully) as my main goal is just the basic understanding of the Linkedin ad formats you can work with.

1. Single Image Ad

• This is probably the most used type of Linkedin ad - You get to choose an image, intro text, and a headline for the ad which then appears in the prospect home feed.

Great for almost any use and can be used in 100 different ways.

These are the most common ads that you tend to see in your feed.

A small tip here - Linkedin paid ads will always show “sponsored” underneath the company name when it’s a paid ad in your feed.

1. LinkedIn Carousel Ad

• These are the ads that have multiple images that you can scroll through from left to right. You can use them to show off different product offerings or could be more like a storyboard or even just bullet points.
• They don’t tend to get the best cost per click but can be great for exposure and retargeting.

1. Linkedin Video ad

-Pretty simple - this is the ad type you’d select if you are going to run a Linkedin video ad.

You can use this with different objectives (not just video view objectives). A common one I see is using a short webinar video with a conversion or website visit objective.

1. Linkedin Text Ad

These ones are pretty cool. They currently show up above the main LinkedIn feed or over to the right of the feed and only give you a very limited space to get a message across to prospects.

Pros: They get a pretty good cost per click and a high number of impressions because they are currently underused by most.

Cons: They can’t accumulate likes/comments so no social proof is possible long term and the space is really limited of what you can write.

I’d recommend using these in the retargeting layer for most campaigns.

1. Linkedin Spotlight ad

• Spotlight ads show up on the right side of the feed and show in a box format with the prospect's profile image next to the ad in order to get their attention.
• You get super limited space for text here but they can be great to grab attention and also will show off your company logo as well.