LinkedIn Ads reach professionals by job title, function, seniority, skills, company and industry. The ad is a single-image sponsored post in the LinkedIn feed. You don't need a LinkedIn ad account: you create the campaign in PPCmate, PPCmate builds it on LinkedIn for you, and it's paid from your PPCmate balance.
At a glance
- Pricing: CPC, with a CPC of at least $3.00. B2B audiences cost more per click than consumer traffic.
- Budget: a daily budget of at least $5 a day, plus an end date. We stop the campaign for the day once it reaches your daily budget.
- Creative: one image, intro text and a headline.
- Reach: 1B+ LinkedIn members.
Setting it up
- Go to Campaigns → New Campaign. Choose your goal and switch to Businesses (B2B), or click See all formats, then pick LinkedIn and click New LinkedIn Ad.
- Create the creative (see below). A LinkedIn campaign only lists creatives made for LinkedIn.
- Choose countries and your professional targeting, set the daily budget and CPC, add an end date and save.
- PPCmate runs a pre-launch check (malware and brand-clone scan, no promised results, a category LinkedIn allows, text rules, image specs, and a landing page that works and matches the ad), then creates the campaign on LinkedIn. LinkedIn reviews the ad before it serves.
The ad runs as a sponsored post from PPCmate's own LinkedIn Page, so you don't need a LinkedIn Company Page. You pay per click.
Who can run LinkedIn Ads
LinkedIn doesn't accept affiliate advertising. If your account is set up for affiliate offers, the pre-launch check says so and the campaign isn't sent. Brands advertising their own product or service can run LinkedIn Ads.
The creative
- Image: landscape 1.91:1 (1200 × 627) or square 1:1 (1200 × 1200).
- Intro text: up to 600 characters. LinkedIn shows about the first 150 before "see more".
- Headline: up to 200 characters. LinkedIn shows about 70.
Targeting available
- Location: countries (required), plus LinkedIn regions and cities, and places to leave out.
- Job: job titles, job functions, seniority, skills and years of experience.
- Company: company names, industries and company size.
- Education: schools, degrees and fields of study.
- Profile language: LinkedIn shows the ad to members who use LinkedIn in that language (English by default).
- Leave people out: exclude by job title, function, seniority, skills, company, industry, company size, school, degree or field of study.
- Audience expansion: off by default. Turn it on to let LinkedIn also show the ad to members similar to the ones you picked.
The Audience size line estimates how many members your targeting reaches. A very narrow audience may not spend at all.
Conversion tracking
Conversion tracking works on LinkedIn campaigns. Add {CLICK_ID} to your landing URL (for example clickid={CLICK_ID}) and send your usual PPCmate postback when someone converts. Conversions then show in Reports, on your campaign list and on the dashboard.
LinkedIn or Microsoft Audience?
Both reach people by their work. LinkedIn runs in the LinkedIn feed and targets exact job titles, skills and schools. Microsoft Audience shows image ads on MSN, Outlook and Edge using LinkedIn profile data (company, industry and job function), at a lower minimum CPC. See Microsoft Audience campaigns: B2B targeting by company, industry and job function.
Good to know
- Each campaign runs one ad, built from one approved creative.
- PPCmate network settings (pacing, day-parting, frequency caps, inventory and quality lists, Bidding Goals) aren't shown on LinkedIn.
- LinkedIn campaigns can't run Offer Wall offers.
- No traffic? Run Campaign Health Check. Widen the audience (more titles, functions or companies, or turn on Audience expansion), add countries, or raise the CPC.
See also: B2B advertising on PPCmate: overview and when to use it and Which ad format should I choose?. Need help? Contact support.