LinkedIn's self-service PPC ad offering now called "LinkedIn Ads," is officially launched today. The service, launched in beta in July 2008 under the name LinkedIn DirectAds, originally offered targeting by geography, job function, industry, company size, seniority, age and gender. Now, with the official wide release, advertisers will also be able to target by exact job title, company name or LinkedIn Group.
LinkedIn Ads have won praise from marketers for delivering extensive ways of targeting their professional audience, though the offering has also drawn criticism for being expensive on a per-click basis.
LinkedIn Ads provides some nifty targeting options and basic PPC tactics. It's worth a test for specific businesses, especially those in the B2B world. It does lack an affordable CPC or CPM and their bidding system is the old fashioned auction type. It's not the "next big thing", but perhaps their targeting options could open the door to more advanced targeting from other advertising platforms.
[tags]linkedin ads,professional network,ppc,b2b[/tags]