The Complete Guide To LinkedIn Ads best practices In 2022

As the use of LinkedIn continues to grow for both individuals and businesses, so does the platform's usefulness as an advertising tool. There are various reasons for why people might sign up for LinkedIn, but to create a professional profile that's searchable and designed for job seekers is one of the reasons. In this article, I will be covering the LinkedIn Ads best practices you should adopt in order to have the most successful LinkedIn advertisement.

What are LinkedIn Ads?

LinkedIn Ads are a form of advertising that allows businesses to target individuals based on their LinkedIn activity. LinkedIn Ads can be targeted to members based on their location, job title, or other factors. LinkedIn Ads are a great way to reach out to potential customers who are already engaged with your product or service. By targeting ads specifically to LinkedIn users, you can ensure that your message is reaching people who are interested in what you have to say. If you're looking for a way to connect with new customers and grow your business, LinkedIn Ads may be the perfect solution.

LinkedIn Ads best practices

LinkedIn Ads are a powerful tool to reach out to professionals and promote your business. LinkedIn Ads are more expensive than other social media platforms, so you want to make sure you're getting the most bang for your buck. However, as with any form of advertising, there are certain LinkedIn Ads best practices that should be followed in order to reach your business goals.

1) Ad Placement

2) Keyword Research

3) Targeting & Segmentation

4) Ad Format Selection

5) Testing & Optimization

LinkedIn Ads best practices

1) Ad Placement

There are a few key things to keep in mind when placing your ad on LinkedIn:

1. Make sure your ad is placed in an appropriate section. LinkedIn Ads has a few different sections where ads can be placed, and each has its own specific audience. Choose the one that best fits your target market.

2. Take advantage of LinkedIn's advanced targeting options. LinkedIn allows you to target your ad by job title, company size, industry, and more. This ensures that your ad is seen by the right people.

3. Keep your ad relevant to the LinkedIn user. Remember that LinkedIn users are there to network and learn about new opportunities. Your ad should be relevant to their interests and needs.

4. Use eye-catching visuals. Since LinkedIn is a professional network, your ad should look professional as well. Use high-quality images and videos to grab attention and make your ad stand out.

5. Make your ad copy clear and concise. Keep your message short and to the point so that users can quickly understand what you're offering. Use strong calls to action to encourage users to click through to your website or landing page.

2) Keyword Research

When it comes to LinkedIn Ads, keyword research is essential in order to create targeted and effective campaigns. There are a few best practices to keep in mind when conducting keyword research for LinkedIn Ads:

1. Use LinkedIn's Keyword Suggestion Tool: This tool can be found in the LinkedIn Ads interface and allows you to see which keywords are being used most frequently by your target audience.

2. Target Long-Tail Keywords: Long-tail keywords are more specific and tend to convert better than short-tail keywords. They also tend to be less competitive, so you'll have a better chance of getting your ads seen by your target audience.

3. Research Your Competitors' Keywords: Take a look at what keywords your competitors are targeting in their LinkedIn Ads campaigns. This can give you some insight into which keywords may be effective for your own campaign.

4. Use Negative Keywords: In addition to targeting positive keywords, you can also use negative keywords to ensure that your ads are not being shown to users who are not interested in what you're offering.

By following these best practices, you can ensure that your LinkedIn Ads campaigns are targeted, effective, and successful.

3) Targeting & Segmentation

LinkedIn Ads is a powerful tool for B2B marketers looking to reach a specific target audience. But with so many targeting options available, it can be tricky to know which ones to use. Here are some best practices for targeting and segmentation in LinkedIn Ads:

1. Use LinkedIn's advanced search features to find your ideal target audience.

2. Create different ad sets for each target audience segment you want to reach.

3. Use LinkedIn's Custom Audiences feature to target ads to specific groups of people, such as your website visitors or email subscribers.

4. Take advantage of LinkedIn's Interest Targeting to reach people based on their interests and keywords.

5. Experiment with different combinations of targeting options to see what works best for your business.

4) Ad Format Selection

There are three ad formats that LinkedIn offers: Sponsored Content, Sponsored InMail, and Text Ads. Depending on your business goals, one format may be better than the others. Sponsored Content is LinkedIn's native advertising format. It allows you to promote your content in the LinkedIn feed, alongside the organic content from your connections. Sponsored Content is a great way to increase brand awareness and drive traffic to your website or landing page. Sponsored InMail is a message that is sent directly to a LinkedIn member's inbox. It is a great way to reach a specific audience with a personalized message. However, because InMails are considered intrusive, they should be used sparingly and only when you have a strong offer that will be of interest to the recipient. Text Ads are the simplest and most affordable ad format on LinkedIn. They appear in the right-hand sidebar of the LinkedIn website and can be targeted to a specific audience. Text Ads are a great way to drive clicks to your website or landing page.

5) Testing & Optimization

As with any digital marketing campaign, testing and optimization are key to success with LinkedIn Ads. There are a few best practices to keep in mind when it comes to testing and optimizing your LinkedIn Ads campaigns:

1. Test different ad copy and images to see what performs best with your target audience.

2. Try different targeting options to see which works best for your business goals.

3. Use A/B split testing to compare the performance of different variations of your ads.

4. Monitor your campaign results regularly and make changes as needed to improve performance.

5. Always be willing to experiment and try new things in order to get the most out of your LinkedIn Ads campaigns.

Benefits of Using a LinkedIn Ad

When it comes to business-to-consumer (B2C) marketing, LinkedIn is often overlooked in favor of other social media platforms like Facebook and Twitter. However, LinkedIn can be an extremely effective platform for B2C businesses if used correctly. One way to maximize your LinkedIn B2C marketing efforts is through LinkedIn ads. There are a number of benefits that come with using LinkedIn ads, including:

1. Increased visibility for your brand: Because LinkedIn is a professional network, your ad will be seen by people who are already interested in what you do. This increases the chances that they’ll be interested in your product or service.

2. The ability to target a specific audience: LinkedIn allows you to target your ads to a specific audience, which means you can make sure that your ad reaches the people who are most likely to be interested in what you have to offer.

3. A high level of engagement: LinkedIn users are generally more engaged than users of other social media platforms, which means that your ad is more likely to result in leads and conversions.

4. A trusted platform: LinkedIn is a trusted platform because it’s a professional network. This trust can rub off on your brand and increase the likelihood that people will do business with you.

If you’re looking for an effective way to market your B2C business, LinkedIn ads should definitely be part of your strategy.


It's important to keep in mind all the different aspects of LinkedIn Ads that can make or break your success on the platform. From ad placement to creative best practices, there’s a lot to consider when planning your LinkedIn Ads strategy. To help you out, we’ve put together a complete guide to LinkedIn Ads best practices in 2022. In this guide, we’ll cover everything from ad targeting to creative best practices, so you can be sure your LinkedIn Ads are set up for success.

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