LinkedIn advertising opportunities for B2B financial marketing

Illustration of people using mobile phones

Louise Stevens

Client Services and Operations Director

Posted on June 24, 2019

LinkedIn have been adding an array of new advertising opportunities to the platform over the last 18 months, this blog gives an overview of the opportunities available for B2B Financial Marketers, when to use them and some important things to be aware of. Let’s start with what is available.

Advertising opportunities on LinkedIn:

  • Programmatic Display
  • Sponsored Content
  • Sponsored InMails
  • Text Ads
  • Dynamic Ads
  • Account Based Marketing

Programmatic Display

This is brilliant for large brand awareness or lead generation campaigns where your target audience is quite large. The ads include imagery and appear on the right-hand side of the desktop, or in the main scroll on the news feed (mobile app).

As with all LinkedIn advertising you can showcase and promote your business to relevant audience members only, with the option of Pay Per Click or Pay Per Impression, managed through either open or closed bidding. It also has the option to choose from intent based targeting or professional identity targeting.

Sponsored Content

Got an amazing guide, whitepaper or article you would like your audience to see? Perhaps you have a highly targeted piece of content that you want to use to generate leads. With Sponsored Content on LinkedIn you can promote an article or link, using a series of carousel images or video content.

These ads appear in the centre of the news feed with ‘Promoted’ in the post and you can create a highly targeted audience, so you can be sure that those seeing the advert are relevant to your business.

You can set daily budgets and approve bids, either on a Pay Per Click or Pay Per Impression basis.

Sponsored InMails

We all know how InMails on LinkedIn work, with Sponsored InMails you can batch send promotional messages to your target audience. It will be delivered directly to their inbox with ‘Sponsored’ in the message title. You are charged per mail sent and InMails are only sent when the person is online and logged in to LinkedIn. You also get the opportunity to place a visual advert to the right of their Inbox as well.

Sponsored InMails are great for event promotion, lead generation, follow our page requests and content distribution – driving people through to a landing page to register their interest.

Text ads

These appear in the right-hand menu as ‘Ads you may be interested in’, featuring a logo and a couple of lines of text. They are great for product promotion, lead generation and content offers. Like all other advertising opportunities with LinkedIn you can set our daily budget and Pay Per Click or Pay Per Impression.

Dynamic Ads

These are heavily personalised ads, that at the moment only seem to be used for recruitment purposes. They appear in the right-hand side of the screen and appear labelled as an ‘Ad’ you can personalise with their company name, first name, full name, job title or job function. Includes an mage of the person you are promoting it to (quite eye catching), as well as a company logo and customisable image backgrounds.

Account Based Marketing

Relatively new for LinkedIn, for more information read our Blog ‘LinkedIn AMB and social selling for the Financial Services Sector’

If you’d like to discuss the opportunities for your business on LinkedIn or any other social platform, we’d love to hear from you.