Understanding LinkedIn Ads and Google Display Network: Can They Coexist?

When it comes to digital advertising, several platforms offer unique ways to reach your target audience. LinkedIn is one of the leading B2B social networks, and the Google Display Network (GDN) is a vast network of websites and apps that can show your ads. However, many wonder if it's possible to buy LinkedIn ads through the Google Display Network. Let's dive into this question and explore the nuances of both platforms.

Exploring the Potential of Buying LinkedIn Ads Through Google Display Network

The short answer is that it is possible, but with certain limitations. You can run LinkedIn Ads within the LinkedIn environment, but purchasing these ads through the Google Display Network is not a direct path.

There is an ad format on LinkedIn called 'Display Ads', specifically a 30250px block banner ad, which can be purchased through the programmatic exchanges, not directly from the LinkedIn Ads platform.

One of the major programmatic exchanges capable of facilitating this is the product formerly known as Google DoubleClick. However, it's important to note that this is not a direct purchase through the Google Display Network (GDN), but a related process.

Direct Methods for Buying LinkedIn Ads

The simplest way to buy LinkedIn Ads is through LinkedIn's own platform. LinkedIn offers several ad formats, such as Sponsored Content, Sponsored InMail, and Text Ads.

To set up a LinkedIn advertising account, follow these steps:

Visit the LinkedIn Ads website. Create a LinkedIn Ads account if you don't already have one. Select your advertising goals and target audience. Choose your ad format and create your ad campaign. Budget and schedule your ad campaign. Monitor and adjust your campaign as needed.

Targeting LinkedIn Audiences on Bing Ads

While it's not possible to purchase LinkedIn ads through the Google Display Network, there is another avenue to consider: Bing Ads. Bing Ads, which is part of Microsoft, allows you to target LinkedIn audiences within its ad environment.

Here’s how you can target LinkedIn users on Bing Ads:

Create a Bing Ads account if you don't have one already. Select your ad objective, such as lead generation or brand awareness. Set up your campaign settings, including the target audience. Customize your ad text and images. Set your budget and bidding strategy. Monitor your campaign performance and optimize as needed.

Although this is not the direct route to buying LinkedIn ads through the Google Display Network, it does offer a way to leverage LinkedIn's audience in a different platform.

Tips for Succeeding with LinkedIn Ads on Different Platforms

No matter which platform you choose, here are some tips to help you succeed with LinkedIn Ads:

Define Clear Goals: Set specific, measurable, and achievable objectives for your ad campaign. Understand Your Audience: Tailor your messaging to resonate with your target audience. Optimize Regularly: Continuously monitor performance and adjust your strategy as needed. Track Analytics: Use the analytics tools provided by both LinkedIn and Google to gain insights and make data-driven decisions. Ad Quality: Ensure your ad creative is high-quality and compelling to attract clicks and engagement.

In conclusion, while you can't buy LinkedIn ads through the Google Display Network directly, there are alternative methods, such as setting up campaigns through LinkedIn's platform or using Bing Ads to target LinkedIn audiences. Understanding these options and leveraging them effectively can help you achieve your marketing goals on B2B social media.