# LinkedIn Ads

B2B advertising on LinkedIn.

## Campaign Objectives

| Objective | Use Case |
|-----------|----------|
| Brand Awareness | Top of funnel reach |
| Website Visits | Traffic to site |
| Engagement | Social interaction |
| Video Views | Video content promotion |
| Lead Generation | Native lead forms |
| Website Conversions | Bottom funnel |

## Ad Formats

### Sponsored Content
- Single image ads
- Video ads
- Carousel ads
- Event ads

### Message Ads (InMail)
- Direct message delivery
- CTA button
- Personal approach
- Best for high-value offers

### Text Ads
- Right column placement
- Small image + text
- Lower cost, lower CTR

### Dynamic Ads
- Personalized to viewer
- Follower ads
- Spotlight ads

## Targeting Options

### Professional Targeting
- Job title
- Job function
- Seniority level
- Industry
- Company size
- Company name

### Interest/Trait Targeting
- Member groups
- Member interests
- Member traits

### Account-Based Marketing
- Company list upload
- Website retargeting
- Contact targeting

## Best Practices

### Creative
- Professional imagery
- Clear value proposition
- Statistics and data
- Thought leadership angle

### Copy
- Speak to pain points
- Business outcomes
- Social proof
- Professional tone

### Lead Gen Forms
- Minimize fields (3-5)
- Pre-filled from profile
- Thank you message
- CRM integration

## Benchmarks

| Metric | Average |
|--------|---------|
| CTR | 0.4-0.6% |
| CPC | $5-10 |
| CPM | $25-35 |
| Lead Form CVR | 10-15% |
