What type of LinkedIn ad is right for you?
LinkedIn uses objective-based advertising and offers 10 different ad formats. This helps advertisers build ad campaigns around specific business goals and enables businesses to work through all three stages of a sales funnel, from awareness to conversion. So which Linkedin ad for real estate is right for you? In this article, we unpack each of the main advertising objectives and the goals associated with each ad format.
Choose your objective
Each campaign you run should have its own clear objective ie either to generate awareness, consideration or conversion.
- Awareness ads
To get your brand on the tip of people’s tongues, start with an awareness ad. These ads help get audiences talking about your services and brand.
Through these impression-based campaigns, you can also gain more followers, increase views, and spark greater engagement.
- Consideration ads on LinkedIn
Opt for a consideration ad if you want to qualify leads already somewhat familiar with your brand.
These types of ads are optimised to help advertisers meet the following goals:
- Website visits: Get more eyeballs on your website and landing pages.
- Engagement: Encourage likes, comments and shares, as well as visits to other social media platforms and websites.
- Video views: Share your story, your latest results, or a day-in-the-life via video.
- Conversion ads on LinkedIn
When you want to generate leads or drive home a sale, consider a conversion ad.
They can help meet these three objectives:
- Lead generation: Gain leads on LinkedIn by using forms pre-filled with LinkedIn profile data.
- Website conversions: Inspire more website visitors to download an ebook, sign up for a newsletter, or purchase a product.
- Job applicants: Spread the word about your company’s latest job opening with a job post.
Choose your ad format
We examine each ad format and explain what goals each ad can help you achieve.
- Carousel ads
LinkedIn carousel ads use a swipeable row of cards 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.
Goals: Brand awareness, website visits, engagement, website conversions, and lead generation.
- Conversation ads
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.
Goals: Brand awareness, website visits, engagement, website conversions, and lead generation.
- Follower ads
Follower ads are a type of dynamic ad personalized to your audience. These ads promote your LinkedIn Page to others in hopes that they’ll hit that follow button.
Goals: Brand awareness, website visits, and engagement.
- Spotlight ads
Spotlight ads shine a light on your products, services, content and more. When members click on the ad, they’re immediately directed to your landing page or website.
Like follower ads, these are another type of dynamic ad that uses personalization to connect with audiences.
Goals: Brand awareness, website visits, engagement, lead generation, and job applicants.
- Lead gen forms
Lead gen forms, short for lead generation forms, are available for message ads and sponsored content, can help you discover more qualified leads.
For instance, if you’re hosting a webinar, you can connect a lead gen form to your CTA, which will automatically input your target audiences’ profile data. After, you can download your leads from LinkedIn’s ads manager or integrate LinkedIn to work with your own CRM.
Goals: Lead generation
- Message ads
More than 1 in 2 prospects open up a message ad, making this format very appealing to advertisers,
This type of ad lets you send a direct message to your audiences’ inbox, complete with a CTA.
Goals: Website visits, website conversions, lead generation.
- Single image ads
Single image ads appear on LinkedIn’s home page and look like regular content posts, except that they’re paid for and will specifically be noted as “promoted” to distinguish them from other unpaid content. These ads only include one image.
Goals: Brand awareness, website visits, engagement, website conversions, lead generation and job applicants
- Text ads
Text ads are easy to set up and work within your own budget. Since 80% of B2B leads on social media come through LinkedIn, text ads may be particularly attractive for those seeking B2B leads.
Goals: Brand awareness, website visits and website conversions.
- Video ads
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.
Goals: Video views
- Job ads
LinkedIn job ads, also called Work With Us ads, boast up to 50x higher clickthrough rates than your average recruitment ad. That’s likely because a LinkedIn ad for real estate leverage employee networks and block the ability for other competitors to have their ads show up on your employees’ profiles.
Goals: Job applicants and website visits.
When it comes to LinkedIn advertising, there is no shortage of choice.
The key is a success is to ensure your goals are clear and for each objective you want to achieve, create a specific ad to help you reach this goal.
Once you know your objectives and the ad format you want to use, check out our other LinkedIn guides to improve your chances of getting the best outcome possible;
