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Of the social media platforms used to advertise on today, LinkedIn provides one of the most qualified audiences, but at arguably some of the highest costs. With typical CPCs ranging from $4-$8 – sometimes even as high as $12 – it’s important that your content is eye-catching and engaging to your audience.
LinkedIn offers various advertising options; one of the most commonly used is Sponsored Content. Sponsored Content ads appear in a user’s news feed on mobile, tablet, and desktop, though you’re unable to pick and choose the specific placements you would like your ads to run on. (This is important to keep in mind when you’re choosing your creative.)
There are two main types of Sponsored Content ads: Link Sharing ads and Embedded Rich Media ads. As pictured below, both ads contain introductory text, a link, and an image. The main difference between the two is that Link Sharing ads resemble an article, displaying an additional headline below the image, as well as a link. This additional section provides an opportunity to include a strong call to action.
With Link Sharing ads, it’s important to know that the URL that you place in the introductory text will automatically be scraped to display the image and its headline below for the ad. However, both of these sections are editable.
With Embedded Rich Media ads, the embedded image becomes clickable and will lead to the landing page chosen with your link. Embedded Rich Media ads provide a larger focus on your creative and may be more eye-catching. These ads are especially worth testing when you have creative that features an easily recognizable logo, item, or individual.
Here at 3Q, we’ve tested both types of ads against one another many times. Keep an eye out for our follow-up blog where we’ll dive into the results we saw in a brand awareness campaign.
Have you tried testing these ads for your brand? Let us know how it went in the comments!