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Apr 12,2023

What is LinkedIn Marketing and How Can You Use Them for Your Business

LinkedIn marketing is an excellent approach to promote or market your company's or products to the appropriate audience. The internet, in particular, may make the world seem smaller. When it comes down to it, the effectiveness of an advertisement is only as good as its reach. LinkedIn marketing services can assist you in reaching your target audience more directly than other forms of promotion, regardless of whether you work for a firm that offers a variety of goods or services or you operate your own company.

LinkedIn is a highly valuable tool to network with like-minded professionals.  While, it also has a powerful ads platform. If you're already using pay-per-click (PPC) techniques to power your presence on Facebook, Twitter, or Google, consider yourself lucky — you can add LinkedIn digital marketing to that list, too.

This article would talk about the LinkedIn marketing services, help you discover the types of ads available, and share some of our best tips and tricks that will boost your conversion rates.

LinkedIn Digital Marketing

What Are The LinkedIn Advertisements?

LinkedIn Ads are a force in B2B advertising, giving marketers a unique chance to connect with an audience in a business mind-set. It is a paid LinkedIn marketing service tool that offers access to LinkedIn social networks through various sponsored posts and other methods. LinkedIn Ads is a powerful marketing tool for B2B companies to build leads, online recognition, share content, and more.

LinkedIn Marketing Types

To help meet your ad objectives, LinkedIn has 10 different advertisement formats to choose from. This part will break down each advertisement format and explain what goals each ad can help you achieve.


In 2019, LinkedIn introduced carousel ads. Carousel ads use a swipe able row of cards (up to 10 images or videos in a single advertisement unit) to tell your brand’s story, showcase products, or share insights. The key here is to use strong visuals to keep your readers swiping to learn more.

Conversation Ads

In 2020, LinkedIn announced conversation ads, enabling advertisers to engage with prospects in a conversational way using Chabot. Conversation ads offer a choose-your-own-path experience for audiences (think of those choose your own adventure books, but for advertising).

Once you start a conversation, your audience can select a response that speaks most to them. This type of ad lets you showcase products and services while also encouraging event or webinar signups.

Video Ads

LinkedIn started offering video ads to advertisers in 2018, allowing them to showcase their products or services in a more engaging way. By getting creative with LinkedIn video ads, you can promote thought leadership, highlight the customer experience, reveal new products, give an insider look at company culture, and anything else you can dream up. This is an opportunity to show, not tell, your brand’s story.

LinkedIn Event Ad

In 2020, LinkedIn launched event ads, wanted to provide a specific format to share your LinkedIn Events. And, consequently, they created the Event Ads. This format allows to promote your events and convert those professionals you want to attend your event. When launching an event ad campaign, you can analyse if it’s performing optimally through new reporting metrics provided by LinkedIn.

Sponsored InMails

For marketers, sponsored InMails are great for supporting inbound lead generation goals and sales teams, boosting registrations for events, seminars, webinars, open evenings, content downloads, increasing website traffic, and supporting any other CTA or direct response style marketing. Another advantage of using sponsored InMail is that you can achieve direct response from your target audience at scale.

In addition to the introduction of these LinkedIn digital marketing methods, LinkedIn also updated the advertising with interest targeting, further enhancing the effect of advertising promotion.

What Is LinkedIn Interest Targeting?

The newest feature made available to LinkedIn marketers, interest targeting gives you the power to serve your ads to exclusive, highly relevant audiences.

It operates according to the same idea as does Facebook interest targeting: although you can’t advertise to consumers while they’re deliberately looking for solutions, you can advertise to the people whose behaviour indicates that they’re interested in what you’re offering.

Here’s how it works

LinkedIn, like Facebook, tracks user behaviour. Every time you engage with content—whether it’s through liking, commenting, sharing, or posting—LinkedIn takes note of the subject matter.

If I consistently like and share posts related to social media marketing, LinkedIn determines that it’s an interest of mine. As such, it makes sense for a social media management software like Sprout Social to advertise to me.

Alternatively, Sprout Social could simply advertise to people who list social media marketing as their jobs. Although not a bad tactic, some of those people are far more interested in other professional fields. Some of them would rather see content related to cloud computing.

By leveraging interest targeting, you ensure that your impressions come only from LinkedIn users who’ve demonstrated legitimate interest in your product or service.

Besides, LinkedIn marketing services has integrated with Google Campaign Manager, which will allow advertisers to monitor LinkedIn ad performance and get attribution for LinkedIn ads across platforms.

When advertisers activate the integration they will be able to see their LinkedIn ad performance in Campaign Manager (formerly DoubleClick Campaign Manager) and use the conversion attribution capabilities for Sponsored Content campaigns.

Types of Sponsored Content campaigns include:

l    Video

l    Carousel

l    Lead-Gen Forms

l    Text Ads

l     “Spotlight” Dynamic Ads

LinkedIn Ads Integration with Google Campaign Manager

LinkedIn & Google

LinkedIn states “This integration highlights our commitment to making LinkedIn’s ad platform easier to use by providing the flexibility marketers need to access all their campaigns in one place.” This means that all reporting in one place: Marketers can now see LinkedIn ad performance alongside all other channels in Campaign Manager. This includes both desktop and mobile traffic in cross-device reports. Next-level attribution conversions: It will now be possible to understand the impact of all the interactions a prospect has with a business on LinkedIn before converting.


LinkedIn marketing are an effective way for businesses to target a niche group of professionals. LinkedIn advertising and LinkedIn marketing services gives companies a special chance to network with decision-makers and prominent people across numerous industries thanks to its sophisticated targeting options, selection of ad types, performance indicators, and ad management tools.

LinkedIn marketing services may help you meet your marketing goals and expand your business, whether you're trying to create leads, market your brand, or develop partnerships. To improve your local LinkedIn marketing efforts, you can have a look at or local SEO marketing services.

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