Join Viveka von Rosen for an in-depth discussion in this video Display ads, part of LinkedIn Advertising Fundamentals.
- One of the ads I've mentioned with regularity is LinkedIn's Display Ad. Essentially this is the big ad on the right rail of your LinkedIn homepage. Text ads are small and LinkedIn generally runs three of them together. Often you and your competitors in one place, sometimes on your own company page. However Display Ads take up most of the right rail and really dominate the page. They can be animated, include opt-in boxes, or call to action buttons, like you see here.
Right now LinkedIn only serves two visual ads on a page at any given time. Your Display Ads are sized either as a medium rectangle, 300 by 250 pixels, and they appear on the homepage, the profile pages, the group pages, and the company pages, and always above the fold. LinkedIn also offers skyscraper ads. They're 100 by 160 pixels, and these appear on the member's Inbox and Messages page. You might also get a text link, and that appears across the top of your site, on the homepage, group pages, company pages, and the Inbox.
And this relatively low cost ad makes a nice addition to the premium marketing solution roundup. There are a very more versions of Display Ads. There's the follow company ad, and these are the ads that appear on a user's page in order to encourage them to follow your company. There are two main reasons you'd probably wanna create these ads, you can create them to increase your brand's credibility on a social network, or you could do it because once someone's following you you can use a company update to promote content to them for free, like we talked about earlier.
Now you probably know by now I'm a big fan of the sponsored group. Well, groups are great ways to get communities to engage with your brand. So if you're looking to increase the amount of group members you have, whether you've a sponsored group or regular LinkedIn group, then LinkedIn also offers the Join Group Display Ads. They will show you the name of the group, a brief description, and topics that will be discussed, as well as a clear call to action button asking users to join. So you can see you've got some great options with Display Ads.
Since only two will ever be shown on a LinkedIn page make sure that they stand out and are clearly branded. They have a clear message, and value, and make sure to include CTAs in the copy as well as a strong call to action button within the banner creative itself. Display Ads are a strong part of LinkedIn's lead accelerator and we'll talk more about that in just a moment. So if you are part of the 25K club make sure you talk to your LinkedIn marketing rep about these options.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator