LinkedIn’s latest advertising feature has the ability to target a broader range of users with a more effective ad format. Following the success of Facebook’s newsfeed ads, LinkedIn has introduced sponsored updates to their own newsfeed. Although the cost-per-click (CPC) rates will be higher compared to Facebook, sponsored updates have the ability to increase click-through-rates (CTR) as well as brand and social interaction.

Xelsion has started experimenting with sponsored updates over the last few weeks and the results so far have been extremely positive. Our sponsored updates have seen a CTR 25 times higher and a CPC 10% lower compared to standard right-hand sidebar LinkedIn ads. This is enhanced by a large number of new followers for the company page and social interactions on the update in the form of likes, comments and shares.

The LinkedIn sponsored updates look like a great new advertising feature. The professional advertising environment means ads can be targeted to relevant job categories and seniority. Whilst Facebook’s newsfeed ads offer the ability to reach a large number of users, LinkedIn is a great way for business-to-business companies to increase their brand awareness or promote new products or events. We can only envisage the interest and use of these sponsored updates to increase over the next few months.

An example of the new LinkedIn sponsored updates which are served in a user's newsfeed.