Ad formats

Lay a strong foundation for your marketing success on LinkedIn. If you're new to advertising on this platform, these three simple steps will set you up to get strong results.

1. Create a free LinkedIn Page

LinkedIn Pages are a free and easy way to establish your brand on LinkedIn. All you need to get started is a LinkedIn account and a verified email address (we’ll verify if you're eligible to create a page on your company's behalf)

Having a LinkedIn Page is required to run Sponsored Content and Sponsored Messaging. Plus, posting high quality content will improve your bid auction results: the LinkedIn relevance score rewards marketers who regularly post content that earns lots of clicks, likes, comments, and shares. Learn how to get started or access an existing LinkedIn Page.

Create a LinkedIn Page

2. Determine your objective

Selecting your objectives is the first step in the new objective-based advertising. Selecting an objective helps us streamline and customize your campaign creation based on your objective.

An objective is the action you want your customers to take after seeing your ad. We support full funnel objectives from top-of-funnel awareness building campaigns to lower-funnel conversion campaigns.

3. Get to know the ad formats

Advertisers on LinkedIn can use Sponsored Content, Sponsored Messaging, Text Ads, or a mix of all three. Here’s a brief description of each format:

Sponsored Content is native advertising that appears in the LinkedIn feed across desktop, mobile, and tablet. There are 3 formats available: Single-Image Ads, Carousel Ads, and Video Ads.

Learn more about Sponsored Content

Sponsored Messaging delivers personalized, targeted LinkedIn messages that drive more conversions than email. There are 2 formats available: Message Ads and Conversation Ads.

Learn more about Sponsored Messaging

Text Ads are pay-per-click (PPC) or cost-per-impression (CPM) ads that appear across LinkedIn desktop. These ads feature a simple headline, description, and small image.

Learn more about Text Ads

4. Create your Campaign Manager account

Campaign Manager is the all-in-one advertising platform on LinkedIn. You can set up ad accounts, run campaigns, and control your budget as soon as you sign in. All you need is a LinkedIn account and a credit card to get started.