Which LinkedIn format you should choose depends on what exactly you want to promote. After you have selected the right target for your campaign, you can now also decide in which format your advertisement should be played out. Sponsored Content: Sponsored content is basically one of your LinkedIn posts that gets more reach through paid advertising. This format is especially suitable if you want to increase your brand awareness or leads. There are different ad formats available to you for Sponsored Content: Single Image Ads; Document Ads; Videos Ads; Carousel Ads; Event Ads; Sponsored Messaging: This advertising format allows you to send potential customers a direct personal message in a professional setting. The advantage of Sponsored Messaging is on the one hand the personal contact and on the other hand the qualified results through the interaction possibility. For Sponsored Messaging you can choose between different ad formats: Message Ads; Conversations Ads; Text Ads: Text Ads focus on the text. A meaningful slogan and a description as well as an optimal image bring your message to your target group and thus to your potential customers. Dynamic Ads: And last but not least, there are the Dynamics Ads. As the name suggests, these are automatically generated and personalized ads. According to LinkedIn, Dynamics Ads are considered a success driver when it comes to automatically scaling individualized campaigns. Another advantage is the ability to personally target your audience with little effort. Like all other types of ads, Dynamic Ads can be targeted according to different marketing goals. These marketing goals include, for example, brand awareness, traffic, as well as conversions and lead generation.