Best LinkedIn Ads formats according to your goals

Advertising on LinkedIn is like choosing a recipe for a special dinner: you have to select the right ingredients based on what you want to achieve. On LinkedIn, these ingredients are the various advertising formats available. Choosing the right format will depend on your objective: increase your reputation, encourage engagement or obtain qualified leads? We explain to you which format corresponds to each objective.

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⭐️ The key things to remember when choosing the best Linkedin Ads format

• Each LinkedIn advertising format has its own benefits depending on your purpose and business.
• If you have quality content that you want to promote in the news feed and across devices, Sponsored Content is a great option.
• To get highly targeted leads, opt for Text Ads.

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LinkedIn Ads formats according to your goals

Linkedin Ads Format: Text Ads

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“Text Ads” are simple but effective ads, composed of an image, a title and a short description of up to 100 characters. They appear at the top of the page or in the right column of LinkedIn on desktop computers.

👉 This advertising format is particularly suitable for branding campaigns or for generating leads, thanks to its simplicity of implementation and its effectiveness.

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Linkedin Ads Format: Display Ads

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Display Ads are larger and visually appealing ads than simple text ads. They're in the right-hand column on LinkedIn, but only on pages with a lot of traffic, so they're super visible. You can use text, images, and even videos with this ad format, making them really eye-catching.

👉 If you want to get your brand out to your audience right from the start of their buying journey and to get the right message across, these video, image, or text ads are perfect for you.

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Linkedin Ads Format: Dynamic Ads

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“Dynamic Ads” use LinkedIn profile information and activity to create personalized messages dynamically. Businesses often use them to:

👉 Strengthen relationships with influential members of their audience by getting the right message across at the right time,

👉 Attract new subscribers to their page (with Follower Ads) or generate subscriptions (with Spotlight Ads),

👉 Target profiles looking for job offers (with Job Ads).

Thanks to personalization, these ads generally get attractive response rates.

To go further, read our article for launch your Linkedin Ads ads.

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Linkedin Ads Format: Sponsored InMails

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Sponsored InMails allow you to send private, personalized messages directly to LinkedIn members' inboxes.

👉 Optimized for mobile, this format is ideal for reaching an ultra-targeted audience, making it an excellent choice for generating qualified leads.

Additionally, Sponsored InMails are only sent to active members, ensuring a 100% delivery rate.

👉 It is a particularly effective advertising format for sending personalized invitations to events, promoting content such as white papers or ebooks, or even highlighting promotions.

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Linkedin Ads Format: Sponsored Content

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“Sponsored Content” is a native LinkedIn Ads format that can appear as a link, image, or video. These ads are broadcast directly in the LinkedIn news feed, whether on desktop, mobile or tablet.

👉 They are perfect for amplifying the reach of your top-performing organic content by generating likes, shares, and comments on your business page.

This format encourages engagement and allows you to support your prospects in their conversion process. You can create marketing automation scenarios based on the interactions of your audience with your content.

Sponsored Content can be used in various forms: an ad with a single image, a carousel integrating up to 10 visuals, or even a video ad.

🥇 Want to become a Linkedin Ads ace? Follow our Linkedin Ads training 100% free!

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Linkedin Ads Format: Lead Gen Form

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It's not really an advertising format, but rather a feature that you can use with various ad formats. When someone clicks on this campaign, they are taken to a form pre-filled with information from their LinkedIn profile.

👉 This option is very effective for collecting quality leads, as it allows members to share their contact details with a single click through the advertising campaign.

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The best targeting for the different Linkedin Ads formats

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These advertising formats are combined with various targeting parameters within a large BtoB audience. It is crucial to think carefully about the profiles you want to reach in order to optimize your performance. To succeed in your campaigns, you must above all contact the right people!

The great advantage of LinkedIn lies in the quality of its audiences and the precision of its targeting. In addition to traditional demographic criteria, LinkedIn offers advanced segmentation based on reliable and up-to-date professional data.

By choosing your targeting options, LinkedIn shows you, on the right side of the screen, the estimated size of the audience created. Several scenarios are possible, and it is important to experiment to find the best targeting for your campaign.

To broadcast an ad on LinkedIn, your audience must contain at least 300 members, but for best performance, aim for 80,000 members instead.

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⭐️ The Growth Room Council : It's a good idea to test several broader targeting combinations and then refine them as your campaign progresses. Grouping too many criteria into a single audience can make it too narrow and less effective.

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To give you an idea:

• Sponsored Content : target around 300,000 members.
• Sponsored InMail : a maximum of 100,000 members.
• Text Ads : between 60,000 and 400,000 members.

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While each LinkedIn ad format can work on its own, they're often more effective when combined strategically.

Remember, there is no magic formula. That's why it's crucial to test and adjust your audiences over time. And if you really want to optimize your advertising campaigns, consider using a agency specialized in Linkedin Ads.

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