LinkedIn PPC Advertising

LinkedIn PPC Advertising is another social media pay-per-click platform that allows you to reach your target market by using demographic targeting (similar to Facebook Advertising). LinkedIn’s self-service advertising platform I am referring to is called LinkedIn Direct Ads. Where Facebook Advertising is typically more successful for ‘business-to-consumer’ (B2C) business models, LinkedIn Advertising is usually most successful with ‘business-to-business’ (B2B) business models.

Just like any other social media pay-per-click advertising model, it is very important to have a specific goal in mind before running a campaign. It is also just as important to understand your target market and the characteristics they have in common.

You are able to target any of the following demographics using LinkedIn Direct Ads:

  • Company Size
  • Job Function
  • Industry
  • Seniority
  • Gender
  • Age
  • Geography

Obviously, the more granular you get, the fewer potential users you will reach!

The ads themselves are similar to Facebook, where you have text and can use a 50 pixel x 50 pixel image. I’d recommend using the image, as it will help your ads stand out and catch a user’s interest.

It’s important to track your LinkedIn PPC advertising. Since LinkedIn does not provide conversion tracking, make sure you create goals in Google Analytics and append the ads to track the traffic.


Get a deeper look at advertising wisely on LinkedIn with our LinkedIn advertising white paper.

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