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Cherry Kwan

Why Your B2B Company Needs to Invest in LinkedIn Advertising

Cherry Kwan

Back when LinkedIn launched in 2003, they had a total of only 4,500 members in the network. It’s been 12 years, and the number of registered users on LinkedIn has grown to over 340,000,000!

LinkedIn has often been viewed as a platform for professionals to connect and showcase their resumes. However, LinkedIn is much more than that.

Google, Facebook and Bing all offer a unique way to target users. And if you’re a B2B company, you should really take advantage of the opportunities from LinkedIn advertising. One of the most important things about advertising is reaching the right people. If you can’t reach the right people with your ads, then you’re often just wasting too much money hoping your ad shows up to a potential buyer.

LinkedIn ads give you great targeting options, perfect for businesses to reach meaningful targets and ensure a better conversion rate.

LinkedIn Ads

LinkedIn Text Ads

LinkedIn text ads appear in two locations, along the top of a page and on the right sidebar. The difference is the one running along the top of the page is generally just text, whereas the LinkedIn ad on the right sidebar is a photo and text, similar to Facebook Ads.


These ads allow up to 25 characters in the headline and 75 characters in the description. The ads will show your name or that of your company. The image size is a small photo or video of 50x50 pixels. Although the characters in LinkedIn ads are quite limiting, B2B companies shouldn’t overlook the power of it.

Sponsored Content

Sponsored content is similar to sponsored tweets in Twitter. You can sponsor existing or new content to reach a wider audience on LinkedIn. Sponsored content on LinkedIn appears in the home page feed for users. It can be used to increase engagement and reach with your targeted audience.

LinkedIn Ads - Sponsored Content

Why LinkedIn Ads?

Direct Users to Your LinkedIn Page or Website

When you’re setting up your LinkedIn text ads, you can choose an ad destination. The ad destination is the page or website that you wish to bring your viewers to when they click on your ad. What’s great about LinkedIn is that it allows you to send your users to your website or your company’s LinkedIn page.


You have the option of sending your users to specific LinkedIn pages for your site. For example, if you’re looking to recruit individuals for your company, you can have your ad destination set to “Careers.” If your LinkedIn page has a Products, Services or Insight page, you can direct the ad to those pages as well. This way, you can target the advertisements to individuals interested in purchasing your products.

A/B Testing

Another great option that LinkedIn provides is the ability to test different variations of an advertisement you’re looking to display. This makes A/B testing much easier and quicker to track. You can test up to 15 different ad variations to find the one that works best for your business.

LinkedIn Ads - Variations

Targeting the Right People

B2B companies are often looking for people who can spend money or those who have the ability to make decisions. When you’re spending money on LinkedIn ads, you want to be able to get your bang for the buck by making sure it gets shown to the right individual. This targeting applies to both text ads and sponsored content.


LinkedIn provides an amazing targeting option that allows you to target individuals with a variety ways:

  • Company size and industry
  • Specific companies
  • Locations
  • Job titles and seniority
  • School name
  • Field of study
  • Degrees
  • Skills
  • Groups
  • Gender
  • Age

B2B companies can benefit most from these targeting options. They can target their ads based on seniority to ensure the ads are being shown to individuals who will be interested in the product or services.

You want to target individuals who can make decisions in the company or have some sort of influence in the company. For example, if you’re a marketing services company, you’d want to target the CMO or Marketing Manager of a company, rather than the CFO or CTO. If you’re looking for partnerships and collaborations, then you might want to target your ads to the business owner or CEO.

Exclude the Wrong Ones

In addition to the very detailed and specific targeting options, you can exclude specific individuals. This way, your ad won’t show up to people who wouldn’t be interested in your business. When you’re targeting individuals in Facebook, you’re given the option of targeting behaviors and interests; however, you can’t exclude specific individuals from seeing your ads.

The options you have to target? You also have options to exclude as well. This way, if you’re looking to exclude anyone in working in your competitors’ companies, you can add them to and exclude them from seeing your ads. The same applies for job titles, schools or current students, field of study, groups, skills and degrees.


LinkedIn advertising is filled with many potential prospects that your business may be missing out on. With LinkedIn’s advertising solutions, your business can have extremely customized targeted ads.

If you’re a B2B company looking to target professionals in specific industry, it’s a great idea to find your next customer on LinkedIn.

Cherry is a digital marketer passionate about engaging and growing the online community through social, content, and all things digital. She loves the challenges that the ever-changing digital marketing world brings.

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