KEO Marketing

Be in the Know.

Using LinkedIn’s Sponsored Updates in your Paid Advertising Campaign

LinkedInLinkedIn’s recent announcement that it would begin offering “sponsored updates” has opened the doors for marketers who use paid advertising that want to be able to promote posts from their LinkedIn company pages to specific individuals in their newsfeeds.

“Relevant content delivered to the right people at the right time?” writes Amanda Sibley, HubSpot’s global marketing relations manager, in How to Use LinkedIn’s ‘Sponsored Updates,’ a New Type of Ad for Company Pages. “As inbound marketers, we’re definitely into that.”

As a member of LinkedIn’s sponsored update beta program, HubSpot has an inside track into how the new offering helps increase the reach and visibility of a particular post. Here’s what Sibley says all marketers need to know about the new option:

There are two ways you can create a sponsored update: from your Company Page or from within the ads manager.

1) How to Create a Sponsored Update From Your Company Page

To sponsor an update to be placed in an existing campaign, you can select it directly from your Company Page. Simply click on the ‘Sponsor update’ button that appears under the organic metrics for each post.

This will prompt a pop up module to appear. Here, choose which existing campaign you’d like the update to appear in and select targeting and bidding options. Click ‘Confirm,’ and you’ll have a Sponsored Update!

2) How to Create a Sponsored Update From the Ads Manager

You can follow this process if you want to create a sponsored update to appear in a new campaign. Begin by clicking ‘Create new campaign’ within the Campaigns tab of the Ads Manager.

Next, you’ll need to create a campaign name, select the language, and select which post you’d like to promote (Note: The post must already be published to your Company Page for you to select it). After selecting which update you want to sponsor, LinkedIn will provide a preview for how that post will appear to others on a desktop, mobile, and tablet device.

Next you’ll need to select your targeting options. Be sure to click the blue option for ‘More Targeting Options’ to get a complete view of the targeting choices available.

Once you finish choosing your targeting options, you’ll be asked to bid on the campaign. Here are three important aspects of this payment setup:

  • Choose whether you’d like to pay on a cost-per-click (CPC) or cost-per 1,000 impressions (CPM) basis.
  • Set a budget for your Sponsored Update campaign.
  • Choose how long you want to run your campaign.

Learn more about HubSpot’s results and see screenshots from the beta test here.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.