Strategies+: A Blog for Legal Marketers

How to Get the Most Out of LinkedIn Ads

Posted by LMA International on Dec 29, 2015 12:00:00 PM

LMA - Strategies+ - How to Get the Most Out of LinkedIn Ads

There are currently more than 400 million LinkedIn users in over 200 countries and territories. On average, those users spend 17 minutes on the site monthly. The below tips are designed to help your firm get the most out of advertising via LinkedIn.

Determine the Right Ad Type

LinkedIn is a very different ad space than other social networks namely because they offer only two types of ad units: Ads and Sponsored Updates. Ads, or the right-rail text option, are not a very "social" ad unit (they do not appear within a streaming feed nor do they obviously come from any one account or user) and are best used in a similar manner to Google AdWords. Sponsored Updates, on the other hand, are more social in nature and, as such, are more closely tied to a firm's Company Page.


Go With the Flow

Both ads and sponsored updates have relatively rigid structures for advertisers to play in when creating copy. Below is a guided outline to help you maximize the available space when crafting copy for LinkedIn promotion. This tips guide is a helpful tool.

  • Ads
    • Headline (25 characters)
    • Description (75 characters)
    • Image (50x50 pixels)
  • Sponsored Updates
    • Text (150 characters)
    • URL Title (70 characters)
    • URL Description (100 characters)
    • Image (1200x627 pixels)

Take Advantage of Targeting

LinkedIn is one of the more difficult social spaces in which to get advertising right; however, it yields the greatest return based on the incredibly unique available target. Why? Because on LinkedIn you have the ability to target based on business interests and, as a business, that can be invaluable for certain campaigns. Due to the higher cost of LinkedIn advertising, it's important to take full advantage of this (including using negatives by excluding unwanted groups).

Make It Personal

One great way to see return on your ads is by giving people a personal reason to care. Since consumers are often coming to LinkedIn to either search for jobs or receive professional inspiration, you want to appeal to primary motivators such as avoiding risk, avoiding hassle or gaining praise. Below is a great example from a HubSpot case study that appeals to making a professional's life easier.


Optimize Your Company Page

Without a dynamic presence as a company, you will find competing in the space tough so why not start there? LinkedIn has a great best practices resource for company pages.


"Many a small thing has been made large by the right kind of advertising." — Mark Twain

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