Should your business be advertising on LinkedIn?

Should your business be advertising on LinkedIn? Maybe. If you sell higher-value B2B solutions targeting individual buyer roles in specific companies/segments, the better answer is “Probably.”

LinkedIn Ads’ cost-per-click (CPC) isn’t cheap. Its average $5+ CPC is about 4X higher than GoogleAds and 2-3X higher than Facebook Ads. But there’s little argument that LinkedIn is better for B2B micro-targeting than any other digital ad platform.

You can start small (with a budget as low as $10), test it, and scale. Target/retarget versioned ads to individuals by industry, company, title/role, tenure, location, education, member groups, connections, pages followed, etc.

LinkedIn is auction-based so your cost is based on the ad format you want and the competing demand for your target. Depending on whether your ad goal is Awareness, Consideration, or Conversion, you can pay a cost-per click (CPC), cost-per-impression (CPM), or cost-per-send (CPS) via Sponsored Content (CPC, CPM), Text Ads (CPC, CPM), or Sponsored InMail (CPS).

Optimize your company’s LinkedIn business page with strong organic content and offer a meaningful, compelling call to action (CTA) on a landing page that encourages conversions. Get started.