Over the past year or so, LinkedIn has really stepped up its advertising offerings. One of its latest features is ‘Conversation Ads’. But what the heck are they, and how do you go about using them?
What is a LinkedIn Conversation Ad?
Delivered via LinkedIn Messenger, Conversation Ads are a snazzy new version of the sponsored InMail offering (known as Messaging Ads since December 2019). When setting up these ads, you can choose from two objectives: Website Visits, or Lead Generation.
Now here’s where it gets interesting. Unlike InMail, Conversation Ads can take users on a little journey that goes far beyond the realms of ‘Hello it’s me from this company and do you want to download our eBook? Here it is if you do. OK, bye’.
But how, I hear you ask? Well, Conversation Ads use flow-based options, allowing for personalised, scripted exchanges with active LinkedIn users (making it more difficult for them to ignore you, mwah haha).
It does this by enabling clickable calls-to-action (CTA) within the messaging stream. Depending on what option the user clicks, they will be taken on a different, new and exciting path. A bit like those ‘Choose Your Own Adventure’ books, but probably a lot less fun.
How do I set up LinkedIn Conversation Ads?
Before you just dive in, it’s really important to map out your objectives and the paths you want users to take before you begin even thinking about setting up Conversation Ads. Make sure the content you link to is tailored for each target audience, too.
When you create a new campaign, choose either Website Visits or Lead Generation as the objective, set up your audience, and then scroll down to select the Conversation Ad option. Now it’s time to create an ad.
You’ll need a name for the ad, and a banner image. And then you’ll have to appoint someone within your business to be the sender. Depending on where the prospect is in the funnel, or the goal of the campaign, one employee might be more likely to get a good response over another (i.e Head of Sales is more appropriate than Marketing Intern if you are trying to build a relationship with the end goal of flogging something).
Next, you’ll be presented with some ad templates you can use. Or, you can be a maverick and create an ad completely from scratch; up to you.
Now for the fun part – copy creation. As mentioned before, these ads are flow-based. This means you will have to come up with the following:
An opening gambit. You get up to 500 characters to play with. Make sure you cut to the chase.
Hi NAME,
My name is Jimbob and I work for Jim and Billy’s Big Balloons. We have just launched a section of our website dedicated to helping event planners like you. Would you like to find out more about our balloon-tastic offerings?
And then, some CTAs (up to 25 characters, up to five different CTAs):
[Tell me more]
[I need more info]
[Not interested]
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