If you are selling a product or service B2B, then Linkedin might be a great advertising platform for you.  The main issue with Linkedin is that, similar to Facebook, people aren’t actively searching to find something like they are when they use Google.  In addition, the ads on Linkedin aren’t placed in the optimal positions.  Because of this, the click-through rate on ads are pretty low, despite the potential of high targeting and focus.  Nevertheless, depending on your product, you can still get a great return on your PPC campaign with Linkedin.  This article will provide a few considerations you should keep in mind when doing a Linkedin campaign.


If you are somewhat familiar with Linkedin, this should be a no-brainer.  With Linkedin, you can target the exact audience you want.  You can target by location, job title, company, etc.  You should do a lot of thinking about exact whom you are trying to target.  Make a list of all the companies you are targeting and what job titles you are focusing on, keeping in mind that job titles are not standardized across different companies.  I would even look at org charts at your target companies, which you can obtain from companies such as iProfile or DiscoverOrg.  This exercise is critical to increasing click-through rates.

Try Different Ad Copy

The best part about advertising on Linkedin is the data you can see regarding your campaign.  You should create a few different ad copies that are very different from each other.  Run them all at the same time and then see which ad or ads perform better than the others.  With this information, you can determine the optimal ad copy.

Landing Pages

You should also have different landing pages that you send people to.  You can get data to see which landing pages convert potential customers better.  Have very different landing pages to ensure you will find the optimal one(s).

If you can do these three things, you should have a successful Linkedin campaign.