How much advertising have you experimented with on LinkedIn? It doesn’t get quite the attention that Facebook or Instagram do – and LinkedIn advertising is used for mostly different purposes – but it can be a great way to bring in leads and raise awareness.

LinkedIn just published a short e-book, titled the ‘Brand and Demand Playbook’, which gives some guidelines to implementing successful LinkedIn campaigns. Like most branded e-book content, there’s a mix of helpful information and salesy content. Let’s cut through the clutter to pull out some of the most relevant insights:

• If you’re looking to increase awareness, a series of video ads is often the best way to go. LinkedIn offers a variety of ad formats, but the company recommends a series of video ads as an effective way to increase brand awareness – you can then run a retargeting campaign based on your video series.
• Single Image Ads and Conversation Ads are great for driving web traffic. But, if you’re looking to drive engagement or video views, carousel and video ads are the way to go.
• Retargeting leads who engaged with a middle-of-the-funnel (MOF) campaign with a direct CTA or Message Ad can convert well. If you ran a MOF campaign, which could be a content download or something similar, LinkedIn recommends retargeting those leads with a more specific call to action or direct message in their inbox.

LinkedIn’s entire guide is a lot longer than I cover here, but it offers some solid recommendations for running successful campaigns. If you’re already advertising on LinkedIn, this might not be new. If you’re looking to get going, though, these insights are a great place to start.