LinkedIn has become a premium location for advertising, particularly if you’re looking to sell a B2B or SaaS product. The platform has more than 675 million users, which means your LinkedIn ads can reach as much as 12% of the world’s population. And what’s more, you’ll be getting your offer in front of a self-selected audience in a professional context—not 16-year-olds who wanna see their friends do the Toosie Slide.

Bottom line: If it’s not already a part of your marketing plan, LinkedIn is super fertile ground to seed some of your ad budget—but it can be a harsh and expensive channel if you don’t do things right. To make LinkedIn advertising worth your while, you’ve gotta understand the basics. That’s where a guide like this one can help.

Let’s take a look at the steps you’ll need to take to successfully advertise on LinkedIn.

Why Should You Advertise on LinkedIn?

You might think your money is better spent running a Google Ads campaign or on promoted Facebook posts, but LinkedIn offers a special kind of opportunity. The feed hasn’t been overrun by digital marketers and people don’t yet harbor the same suspicion of LinkedIn ads. That means the platform tends to be pretty effective and cost-efficient for advertisers.

LinkedIn is best suited to B2B products or services because you’re reaching people in a professional atmosphere. Where Facebook users are browsing to pass the time or catch up with friends, users that see your LinkedIn ads are already…