As you’ll no doubt know, LinkedIn is a social network designed for professionals, allowing them to ‘network’ in a digital sense, share content, browse jobs and contact others. Companies can control a presences on the channel, in the form of a Company Page, allowing them to share content to potential viewers, much like a business Facebook page.
Currently, there are 347 million user profiles, each containing the most up-to-date professional information you available on those people. LinkedIn ad campaigns allow you to push your message directly to the right people using its targeting options. For example, promoted posts can be targeted to people by industry, job title or seniority, allowing you to deliver ads to C-suite decision makers in companies in a particular sector, for example. This exponentially increases the chances of these decision makers taking action.
There are several different types of adverts that can be used on LinkedIn, however the most common are Sponsored Updates and Text Ads, each with their own advantages. There are other “premium” options such as Sponsored InMail, but these require significant investment over a period of time to unlock.