LinkedIn sets itself apart from other social networking platforms by focusing exclusively on business-related interactions. Also, with about 900 million users across the globe, LinkedIn offers a plethora of opportunities for professionals in different fields. This includes B2B companies.

As a B2B company, LinkedIn provides a great opportunity to meet your marketing goals. It enables you to connect with multiple businesses across the globe. However, reaching out to multiple businesses manually and organically can be challenging. This is where LinkedIn ads become useful.

LinkedIn ads make reaching and attracting the attention of several businesses faster and easier. Still, how do you decide which ad formats to go for?

In this article, we discuss the various types of LinkedIn ad formats that are great for B2B organizations. We’ll also explore how to tune them to drive lead generation properly.

What Are the Different Types of LinkedIn Ads for BRB Marketing?

There are various LinkedIn ads you can leverage as a business owner. Before choosing any, it’s best to consider which suits your goals. Some of the best LinkedIn ad types for B2B marketing include:

#1. Sponsored Content

Sponsored content is among the most versatile and widely used LinkedIn ad formats. It appears in users’ LinkedIn feeds, seamlessly blending with other organic content.

This ad format lets you promote your posts, articles, images, or videos to a highly targeted audience. Here’s how you can make the most of it for B2B marketing:

  • Engaging Content: It’s important to craft compelling and informative content that addresses your target audience’s pain points and challenges. This can include thought leadership articles, case studies, or product demos.
  • A/B Testing: To optimize sponsored content performance, you should continuously experiment with different ad creatives, headlines, and calls to action. Thankfully, LinkedIn offers A/B testing to help you identify what resonates best with your audience.

#2. Sponsored InMail

Sponsored InMail is a direct messaging ad format. As such, it enables you to send personalized messages to the LinkedIn inboxes of your target audience. This makes it an effective way to engage with potential leads and facilitate business relationships. To properly use Sponsored InMail for B2B marketing, you should consider these factors:

  • Personalization: Personalization is key to capturing the attention of busy professionals. As such, you should craft personalized messages that address recipients’ needs.
  • Clear Call to Action: Include a clear, actionable message encouraging recipients to take a specific step.
  • Timing: Pay attention to the timing of your InMail campaigns. This will ensure that you send messages at times when your target audience is most likely to be active on LinkedIn.

#3. Sponsored Display Ads

Sponsored Display Ads on LinkedIn are a visually engaging ad format on the right-hand side of the LinkedIn desktop interface. These ads are effective for increasing brand visibility and driving traffic to your website. Here’s how to leverage Sponsored Display Ads for B2B marketing:

  • Eye-Catching Visuals: Create visually appealing images that represent your brand and capture the attention of your target audience.
  • Clickable Ads: Sponsored Display Ads can include clickable images and headlines that lead users to your website or landing pages.
  • Retargeting: Implement retargeting campaigns to re-engage users who have previously visited your website or interacted with your content on LinkedIn.

#4. LinkedIn Video Ads

Video Ads are a dynamic and engaging ad format that allows you to convey your message through video content. With videos growing in popularity, they’re an excellent choice for B2B marketing on LinkedIn.

You can make the most of LinkedIn Video Ads by using the following:

  • Compelling Visuals: Create visually appealing and informative videos. These videos showcase your products or services and tell your audience what makes your brand unique.
  • Narrative Storytelling: Use storytelling to connect with your audience on a personal level. Also, highlight the value your B2B offerings bring to their businesses.
  • Targeting: You should leverage LinkedIn’s precise targeting options to ensure your videos reach the right professionals. You want to engage people likely to be interested in your offerings.
  • Measurement: Monitor the performance of your video ads using LinkedIn’s analytics tools. They’ll help you gauge the impact and engagement levels.

#5. Dynamic Ads

Dynamic Ads are a highly personalized ad format that allows you to create tailored content for individual LinkedIn users. These ads automatically change their content and promotion to whatever a potential lead considers relevant to their needs.

They can appear in the right-hand column and are especially effective for remarketing and lead generation. You can do the following to utilize Dynamic Ads for B2B marketing properly:

  • Personalization: Craft personalized content using the recipient’s name and profile picture. Dynamic Ads can also include the user’s job title and company name.
  • Clear Call to Action: Include a clear and compelling call to action that encourages users to take action.
  • Engagement Tracking: Track user engagement with your Dynamic Ads to measure their effectiveness and make necessary adjustments.

Bottom Line

LinkedIn offers a diverse range of ad formats tailored to the unique needs of B2B marketing. However, it’s essential to understand the strengths and best practices for each ad type. This will ensure you choose the best marketing ad that complements your brand’s identity and encourages lead generation.