How to Use LinkedIn Text Ads: The Budget-Friendly Option

5 months ago 232

by / November 18, 2020 / Leave a Comment

Ready to run LinkedIn ads but don’t know where to start? Worried the costs are too high?

In this article, you’ll learn how to properly set up LinkedIn’s most cost-effective ad type: LinkedIn text ads. You’ll find tips for targeting, bidding on cost per click (CPC), and more.

 The Budget-Friendly Option by A.J. Wilcox on Social Media Examiner.

To learn how to set up LinkedIn text ads, read the article below for an easy-to-follow walkthrough or watch this video:

Why LinkedIn Text Ads?

Originally, when LinkedIn ads came out at the end of 2007, there was only one ad format: text ads. These ads were unassuming and definitely looked like ads. LinkedIn let you use up to 25 characters in a headline and 75 characters for a description. The one thing that set text ads apart from Google ads (which were popular at the time) was a 50 x 50 pixel image.

Then in 2013, LinkedIn came out with sponsored content ads, and because of that, text ads took a backseat and became a lot less sexy.

If you’ve been curious about LinkedIn ads but are scared off by the cost, I recommend trying text ads. Because the cost is low (their floor is the lowest of all LinkedIn ads), you can pay as low as $2 per click. And they have really low engagement rates so it’s a low-risk way to get into LinkedIn ads.

#1: Set Up Your LinkedIn Campaign and Targeting

To create a LinkedIn text ad, go to your LinkedIn Ads dashboard at Once you select your ad account and campaign group, click on Create Campaign.

linkedin campaign manager ads dashboard example with the create campaign button highlighted

For the LinkedIn campaign objective, let’s go with Website Visits because that’s what you’ll use most of the time with text ads.

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linkedin ad campaign objective menu with website visits highlighted under the goal of consideration

Next, define your audience. For this example, let’s say you’re targeting an audience of social media marketers who might want to attend Social Media Marketing World.

We’ll start with targeting skills. Scroll down to the Who Is Your Target Audience? section and choose Job Experience > Member Skills.

linkedin ad campaign target audience menu with job experience highlighted under audience attributes

Next, type “social media marketing” in the search box. In the search results, you’ll see both a Social Media Marketing skill and Paid Social Media Advertising skill. Those are both excellent for your purposes.

About the authorAJ Wilcox

AJ Wilcox fell in love with LinkedIn Ads in 2011. Since then, he's scaled and managed the world's most sophisticated accounts. He founded, which specializes solely in LinkedIn Ads.

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