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LinkedIn Advertising

LinkedIn is the premier business-focused social media platform in the world. Professionals and brands alike create profiles and share business related content, and connect with others in the professional world. LinkedIn advertising is a highly targeted and effective means of raising brand awareness, promoting products or services, and connecting with other business professionals.


Close up of woman using linkedin advertising in Toronto

What Is LinkedIn Advertising?

LinkedIn advertising, or LinkedIn Ads, is the self-serve advertising platform available on LinkedIn. The ads take on many different forms. This includes sponsored content on users’ timelines, targeted direct message ads that appear in users’ inboxes, and display ads that appear to the side of a users’ screen throughout their time on LinkedIn. These ads can display on both desktop and mobile versions of LinkedIn.

LinkedIn is the largest professional network in the world with over 610 million users across the platform. Over 94% of B2B marketers utilize LinkedIn in some capacity to promote their brands, and LinkedIn is frequently rated the top social media platform for lead generation. For the right businesses, LinkedIn advertising has the power to put your company on the radar of decision makers at the companies you’d love to do business with.


How Do LinkedIn Ads Work?

LinkedIn ads are managed through the LinkedIn marketing platform with highly customizable creative options and deep targeting. Based on your business goals, there are a variety of different LinkedIn ad styles and formats that can be utilized during your ad campaign. Some of them include:

  • Sponsored Content
  • Sponsored InMail
  • Video Ads
  • Text Ads
  • Dynamic Ads
  • Display Ads
  • Carousel Ads
  • Employee Sponsored Content

Each ad type offers a different set of attributes and benefits depending on what the goal of your campaign is. Some will be good for raising brand awareness, others will be better for lead generation. Using a combination of different LinkedIn ad types is often the best option, as it combines their benefits to maximize their impact.

Much like Instagram and Facebook, LinkedIn advertising allows brands to target users based on a wide variety of different factors. This metadata is similar to other social media platforms, but includes a few other targeting options including:

  • Location
  • Education levels, institutions, etc.
  • Job Function
  • Seniority
  • Key business segments
  • Custom Audiences

LinkedIn is a social platform that is focused on business professionals, and the targeting options reflect their wealth of available business data. This can be extremely powerful for brands that are looking to attract a very specific type of client, because you can ensure your content is seen by an individual that holds a specific job title at a specific company.


Why Is LinkedIn Advertising Important?

LinkedIn advertising is so important because it offers a much more focused audience for brands to connect with business people. While Facebook, Instagram, and Twitter, generally have a larger number of active users, those users are primarily on the platform to connect with friends and family, and to read content from their favourite news sources or content creators. Conversely, users on LinkedIn are there almost exclusively to connect with other professionals, to read content related to their industry, and to seek out new employment opportunities.

This more targeted business audience means that brands looking to access the professional space will be able to do so with a much higher degree of accuracy than other social media platforms. This also means that LinkedIn advertising campaigns can have a much better return on investment and improved engagement if your brand is geared towards a professional audience.


The Consultus Method

Consultus Digital is one of the leading LinkedIn advertising agencies in Toronto. We offer completely customized and expertly crafted campaigns designed to increase brand awareness and drive conversions for your business. Our team of in-house experts achieve incredible results using our Consultus Method.

Audience Research

Before any LinkedIn advertising campaign, your dedicated Account Manager will perform in depth research about your target audience. Following discussions with you about who your ideal customer is, combined with our own research, we will put together a custom audience that has the highest chance of converting during the campaign.

Bespoke Content

Our team of in-house creative experts then draft optimized copy and visual assets for your LinkedIn advertising campaign. Each piece will be completely unique to your brand, crafted specifically to help maximize chances of meeting your business goals.

Dynamic Management

Once your LinkedIn ad campaign is live, your Account Manager will then monitor it and make tweaks to ensure it is performing as well as possible. This can involve shifting targeting to better performing demographics, adjusting daily budgets, and scheduling ads to appear at more productive times of the day. At Consultus Digital, our goal is always to ensure you are getting the best return on your investment.

Comprehensive Reporting

Following the completion of a LinkedIn advertising campaign, we will provide you with a detailed analysis of its performance. This includes performance metrics, reach, and the number of conversions generated. We will also provide expert assessment on what can be done in future campaigns to improve upon these results further.

If you are ready to experience the best LinkedIn advertising agency Toronto has to offer, contact Consultus Digital today and let us help grow your business.


LinkedIn Advertising FAQs

LinkedIn ads tend to cost more than Facebook or Instagram advertising, however, this is mainly due to the highly targeted nature of the LinedIn audience. When your sales cycles are long and each sale is worth thousands of dollars, the enhanced targeting afforded by LinkedIn advertising can be well worth the extra money. The exact cost will depend on how broad your target audience is, which kinds of ads you run, and how often you want them to appear.

You don’t! LinkedIn ads can be managed by yourself, if you are able to put together the copy and creative - and you understand how to operate their advertising platform. However, a successful campaign requires strategic oversight and experience. So employing a leading LinkedIn advertising agency in Toronto will ensure your ads are designed to drive conversions and get you business quickly, so you can focus on providing your customers with the best possible experience.

LinkedIn advertising is best suited to B2B brands and those looking to target more senior staff within organizations. LinkedIn can offer deep targeting of users based on their roles within companies and their likelihood of being key decision makers when it comes to making purchases and closing sales.

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