LinkedIn is the world’s largest professional network with over 722 million members. With such a huge user base, it’s an attractive platform for businesses looking to advertise and reach a targeted professional audience. But is it possible to run LinkedIn ads without having a company page?
The Short Answer
Yes, you can create and run LinkedIn ad campaigns without having a LinkedIn company page. However, having a company page allows you to optimize your ads and get better results.
Advertising Options on LinkedIn
LinkedIn offers several advertising options, including:
- Sponsored Content – Native ads that appear in the LinkedIn feed
- Sponsored InMail – Direct messages sent to LinkedIn members
- Text Ads – Text-based ads displayed on the right rail of the desktop view
- Dynamic Ads – Automated ads that target specific audiences
All these ad formats can be created and managed through the LinkedIn Campaign Manager without the need for a company page. However, having a company page allows you to leverage your LinkedIn presence and connect your ads to your brand on the platform.
Benefits of Having a Company Page for Advertising
Here are some of the key benefits of having a LinkedIn company page for advertising purposes:
Branding and Credibility
A company page builds brand awareness and lends credibility. People responding to your ads can learn more about your business and brand when there’s a company page to visit.
Expanded Ad Targeting
You can target your ads to people who follow your LinkedIn company page. This allows more precise targeting to audiences interested in your brand.
Retargeting Possibilities
With a company page, you can create retargeting campaigns for people who have already engaged with your brand on LinkedIn. For example, targeting ads to people who visited your company page.
Performance Tracking
A company page provides additional metrics like page views and follower growth to track performance beyond just your ad campaigns.
Lead Generation
Your company page can feature lead generation opportunities like gated content offers that complement your ad strategy.
How to Create a LinkedIn Company Page
Creating a LinkedIn company page is free and easy to set up. Here are the steps:
- Go to LinkedIn.com and log into your account.
- Click on “Work” at the top of your homepage.
- Click “Create a Company Page.”
- Search for your company name and select it from the dropdown list.
- If your company isn’t listed, click “Add a new company” to create it.
- Fill out your company information and verify your website.
- Personalize your page with a logo, images, description and more.
- Publish your page.
It takes less than 15 minutes to create a polished company page on LinkedIn. The key is adding detailed information about your products, services, brand story, and employees.
Tips for Optimizing Your LinkedIn Ads With a Company Page
Here are some tips to optimize your LinkedIn ad performance when using a company page:
Sync Your Company Page URL
Ensure your company page URL is connected to your LinkedIn Campaign Manager under “Assets.” This allows proper tracking and attribution.
Drive Traffic to Your Page
Send traffic from your ads to your company page to capture leads and build followers.
Promote Your Page Content
Create ads that promote your latest company page posts to boost engagement.
Retarget Followers
Create dedicated ads targeting people who already follow your company page to drive repeat engagement.
Personalize Ads
Use your company page logo, images, videos, employees, and content within your ads for authentic storytelling.
Frequently Asked Questions
What are the image requirements for LinkedIn ads?
LinkedIn recommends image ads to be 1200 x 627 pixels with high-quality resolution of at least 72 PPI. Square image ads should be 300 x 300 pixels. The maximum file size is 4MB.
Can I use the same ad image across multiple LinkedIn campaigns?
Yes, you can reuse ad creative assets like images and videos across multiple LinkedIn ad campaigns. Just ensure the assets align closely with each campaign’s goals and audience targeting.
Do LinkedIn ads appear on mobile devices?
Yes, LinkedIn ads are displayed across desktop, mobile web, iOS, and Android apps. You can even create mobile-specific ad units optimized for smaller screens.
What targeting options does LinkedIn offer for ads?
LinkedIn offers robust targeting to reach the right audiences including options like job title, company, industry, job skills, age, location, interests, LinkedIn groups, and more.
Conclusion
In summary, you don’t need a LinkedIn company page to run ads, but having one optimizes your advertising results. Company pages build credibility, allow expanded targeting, enable retargeting, provide useful metrics, and support lead generation. Setting up a page is easy and gives your ads a branded presence on LinkedIn. Use these best practices to maximize your ad performance.