LinkedIn Conversation Ads Getting Started Guide
- 1. Conversation Ads Getting Started Guide
- 2. The market landscape is changing, which offers both challenges and opportunities for marketers
- 3. Trends that marketers can no longer ignore More time is being spent on on social messaging apps B2B sales cycles are getting shorter The buying experience matters This is shifting the way people communicate with each other and businesses. 89% of consumers would like to use messaging wit h businesses but only 48% of them are using messaging to engage with prospects 1 Sources: 1) Twilio Consumer Report , 2) Adobe 2019 Digital Trends, 3) LinkedIn Enlightened Tech Report (2019) 8 in 10 of buyers say that the experience a company provides is as important as its products and services 2 Marketers now need to make every interaction count by delivering a relevant marketing message to the right person at the right time 3
- 4. Introducing Messaging Ads Engage your buyers in LinkedIn Messaging, where professional conversations happen
- 5. LinkedIn Messaging Ads Reach buyers on LinkedIn Messaging Provide a better buying experience for your target audience Accelerate your pipeline
- 6. Engage your buyers on LinkedIn Messaging, where professional conversation happen Accelerate your pipeline Drive more website traffic and generate more leads with features like Lead Gen Forms and automated call- to-actions buttons Set up interactive messages that make it easy for buyers to get the content and offerings they want, when they want Reach buyers on LinkedIn Messaging Send direct one-on-one messages to prospects where they increasingly spend most of their time -- and where professional conversations happen Provide a better buying experience for your target audience
- 7. Messaging Ads come in two flavors: Conversation AdMessage Ad BETA
- 8. Message Ad Send direct messages to your buyers to spark immediate action Deliver a targeted message with a single CTA Fully convey your message to your buyers without having to worry about character limits Drive stronger engagement than traditional email marketing Messages are delivered to an uncluttered messaging environment so that your brand stands out Measure the impact of your messages Measure the value you’re getting by seeing which roles and companies are taking action on your message
- 9. Conversation Ads Start quality conversations with a choose-your-own adventure experience Deliver multiple offerings and types of content Set up multiple call-to-actions buttons that can drive buyers to your various landing pages Provide a more relevant experience to accelerate results Like a conversation, give your buyers the info they need in bits, not in bulk, to provide a more engaging experience Better understand your buyer’s intentions Gather information on what content and offers matter to your audience and optimize the conversation to turn them into confident buyers
- 10. Use Messaging Ads to help you drive mid-to-lower funnel marketing objectives ● Increase event and webinar registrations ● Share free trials and product demos ● Drive more website visits ● Boost asset downloads ● Increase program enrollments
- 11. How do conversation ads work? Ads are delivered to LinkedIn Messaging (just like message ads) Buyers can click on any of the buttons you set up, which will dictate how they proceed through the conversation. Marketers using conversation ads in the beta see 2x higher CTR vs message ad BETA
- 13. Sections Ad Specs & Best Practices How To: Set Up Your Conversation Ads Campaign How To: Get Reporting from CMT & Evaluate Campaign Performance
- 14. Ad Specs & Best PracticesEverything you need to build out a Conversation Ad
- 15. Conversation Ads Specs & Asset Requirements Character Limits: Total Characters CTA Buttons 25 Message Copy 500 Max CTA Buttons per Message 5 Available under two objectives ● Website visits- Must have at least one CTA button leading to a webpage ● Lead generation - Must have at least one CTA button with a Lead Gen Form Sender options ● Individual Senders - Approved senders will automatically appear in Campaign Manager ● Company Senders - Request the company sender feature on behalf of your clients here
- 16. Options for your CTA buttons (25 Characters Max) Prompt the Next Message Message Copy: 500 Characters max Click to a Lead Gen Form Click to an external landing page 300 x 250 pixel Banner Image (jpg or png) *Desktop Only Click to a landing page Click to a Lead Gen Form Message Copy: 500 Characters max Prompt the Next Message
- 17. Best Practices for Campaign Set-Up Use macros! Macros allow you to pull a member’s LinkedIn profile data into your ad. We offer these the following macros: ● First name- %FIRSTNAME% ● Last name- %LASTNAME% ● Job title- %JOBTITLE% ● Company name- %COMPANYNAME% ● Industry- %INDUSTRY% These will make your content feel more relevant to the individuals receiving it, so be sure to leverage them in your message text throughout the conversation. Use multiple messages & buttons Remember, your conversation should have 3-5 layers! Each layer will consist of message text and at least 2 CTA buttons with responses to the question in your message.
- 18. Don’t forget - this a human interaction! First impressions matter When using an individual as a sender, use your opening message to introduce yourself and let members know why you’re reaching out. You should include: ● Your name ● Your title ● The company you represent Be conversational Keep your copy short and conversational, so your ad feels more personal. Consider using language that is more casual, the way you would over the phone. Introduce yourself and/or your company Don’t forget to introduce yourself! Let your audience know who you are and why you’re reaching
- 19. Keep these tips in mind Keep your copy short and sweet Conversation Ads are meant to feel more like a live conversation. Keep your messages short and friendly, and don’t forget about the character limits. Don’t include “Not Interested” CTA’s Prospects who aren’t interested will just close the ad. Instead, focus on using CTA’s that you can actually learn from. Be creative! With all of the flexibility in the product, Conversation Ads can be used in a variety of ways. Don’t be afraid to experiment!
- 20. How to Set Up a Campaign Getting Started in Campaign Manager
- 21. Log into Campaign Manager and click “Create Campaign.” Select either “Website visits” or “Lead Generation” Please note: While you can only select Conversation Ad format under “Website visits”, you can still use this ad format to drive other marketing objectives such as build brand awareness, driving leads on your landing page, driving event registration, and more.
- 22. Next you’ll begin setting up your campaign. Select your location & language of choice. Continue to set up your targeting as usual.
- 23. Select “Conversation Ad” as your ad format.
- 24. Once you select your ad format, set your budget, schedule & bid type. Once you’re done, hit “Save and next.” Note that for Conversation Ads, pricing will remain the same as Sponsored InMail. You will be billed on a Cost Per Send.
- 25. Next, click “Create new ad.” This will allow you to start building your creative.
- 26. Begin building your ad. Name your ad, select a sender, and add a banner creative. Insert your custom footer here, if applicable. If you are using the Website visits Objective, click “Build your conversation” and go to slide 30 Insert your 300x250 banner. This banner won’t be clickable. Select your sender: either an individual or your company.
- 27. If you are using the Lead Generation objective... Name your ad, select a sender, and add a banner creative. Select your Lead Gen Form here, or create a new one if Lead Generation is your objective. Insert your custom footer here, if applicable.
- 28. If you’d like build a new Lead Gen Form, you’ll do that now. Note: This creation flow will open in a new tab. Once you finish building your Conversation Ad, you can close the tab to go back to the Conversation Ad draft
- 29. You’ll then be back in this view Click ‘Build your conversation to continue To proceed, click “Build your conversation.”
- 30. Start creating your conversation. This is where you’ll have your opening message, and the corresponding calls-to-action. Begin with your opening message. Don’t forget to use macros! The message character limit is 500. Then add your first call-to-action button! The character limit is 25.
- 31. Start creating your conversation. This is where you’ll have your opening message, and the corresponding calls-to-action. Use this dropdown to indicate where that CTA button should lead. You have three options Show next message: if you select this, you will have to create a subsequent message Link to an external page: this should be the landing page you want to drive traffic to. Add a LGF: Add a new or existing LGF Click here to add another button
- 32. Continue to create your call-to-action buttons. Insert your second CTA button here As you build your content, the preview on the right will update. Note that red font in previews means the button is not complete.
- 33. Next, click “edit next message.” This is where you’ll enter the responses that a member see’s after clicking your CTA button. TIP! You can also edit buttons by clicking on them in the preview.
- 34. Insert your follow-up message here. Note that the preview will tell you which button the follow-up message corresponds with If you’d like to add another CTA button, click here Follow up message goes here
- 35. Add the call-to-action button for your follow-up message. The new call-to-action button will appear under the corresponding message in the preview New CTA New CTA New message copy New message copy Actions your button can take
- 36. Once you’ve completed the CTA button, it will turn blue. Repeat this step for any incomplete CTA buttons remaining by clicking on the button in the preview This button is complete Success! The completed button is now blue Click “Edit next message” to complete this button
- 37. Once you finish, hit “Create” to save your ad. Make sure you’ve included at least one CTA button that leads to a website if you are using the Website visit objective. If you are using the Lead Generation objective, one CTA button must lead to a lead form.
- 38. Select the ellipses to send yourself a test drop. It will appear in your LinkedIn inbox. Review the ad, QA that all links drive to the correct websites or LGFs, and launch your campaign.
- 39. How to get reporting Measure the metrics that matter in Campaign Manager
- 40. You can view reporting in Campaign Manager Total opens and button clicks are represented in the reporting dashboard Be sure to switch your view to “Sponsored InMail” To view LGF data, just switch your view to “Conversions And Leads”
- 41. You can view reporting in Campaign Manager Clicks on each button can be found in the exported .CSV report Report type: “Click-by-click ad performance” This report will show the number of clicks on each button There are “Total” rows that sum up data in each column. Be sure to disregard these rows if you’re doing your own calculations, pivot tables, etc.
- 42. Definitions of reporting metrics Metric Definition Sends Number of times your ad was sent (i.e. impressions) Opens Number of times your ad was opened (unique opens) Clicks Sum of clicks on CTA buttons and link clicks Button Clicks Sum of clicks on CTA buttons Banner Clicks N/A - The banner is not clickable in a conversation ad Link Clicks Clicks in the message body Please note: currently, text cannot be hyperlinked in the body, but if the message includes URLs or numbers, these are automatically linked when viewed on mobile. Clicks on these links are tracked as Link Clicks. Open rate % of Opens divided by Sends Click to Open rate % of Clicks divided by Opens Cost per send Spend divided by Sends Cost per open Spend divided by Opens Average CPC Spend divided by Clicks
- 43. What metrics should you use to evaluate campaign performance? Website Visits Objective Cost Per Send Open Rate Lead Fill Rate Lead Generation Objective Click Through Rate Cost Per Lead Cost Per Click Lead Form Open Rate Upper Funnel Mid Funnel Lower Funnel Cost Per Action Yes Yes Yes Yes Yes No No Yes Yes No Yes (Website Action, Event Registration, Conversion Event, etc) No No Yes No Yes Evaluate your campaign based on your objectives and goals. Use this matrix as a guide to help you select metrics to track success at each stage of the funnel.
- 44. Thank you!