![]() They can help meet these three objectives: When you want to generate leads, drive home a sale, or reach job applicants, consider a conversion ad. If your audience is already familiar with your brand and ready to make a decision, it’s time to pull out the big guns. To nurture these mid-funnel leads, consider using the following LinkedIn ad formats: Video views: Share your business story, your latest product, or a day-in-the-life via video.Engagement: Encourage likes, comments and shares, as well as visits to other social media platforms and websites.Website visits: Get more eyeballs on your website and landing pages.If your audience is already somewhat familiar with your brand, opt for a consideration ad.Ĭonsideration ads are optimized to help advertisers meet the following goals: Most of LinkedIn’s available ad formats can successfully generate awareness, but the types that are best to use if you want to achieve this objective are: You can also use these impression-based campaigns to gain more followers, increase views, and spark greater engagement. These top-of-funnel campaigns help get audiences talking about your products, services and brand. Want to get your name out there without necessarily making a direct sale? Start with an awareness ad to get your brand on the tip of people’s tongues. Let’s break down the three main types of objectives below. LinkedIn uses objective-based advertising, which helps advertisers build ad campaigns around specific business goals.īusinesses can place ads for all three stages of a sales funnel, from awareness to conversion. You can add these forms to sponsored messaging or sponsored content campaigns. LinkedIn’s lead gen forms option allows you to gather information from members using pre-filled forms. Lead gen forms are another type of advertising on LinkedIn that businesses can use to collect information from potential leads. They’re a good option if you’re looking to build strong leads with a professional demographic.Ĭonsidering that 58% of marketers say that improving lead generation is one of their top digital marketing goals, LinkedIn Text Ads can be a way to cast a wide net on a budget. Text ads appear along the top and right-hand side of LinkedIn’s desktop feed. Text ads are a form of PPC (pay-per-click) advertising on LinkedIn. Below is an example of a Spotlight Ad as it appears on the right side of the feed. (Sound a little startling? Don’t worry: if members find these ads too personal, they can change their settings to hide these details.)įollower Ads, Spotlight Ads, and Sponsored Ads are a few types of dynamic ads. When a Dynamic Ad pops up in a member’s feed, personal details, such as their photo, employer’s name and job title, are reflected to them. Dynamic Adsĭynamic Ads run on the right rail of LinkedIn and are personalized to speak to audiences directly. For instance, a member of your target audience won’t receive one of your ads more than twice within a short timeframe. Here’s how a sponsored conversation ad would appear in a member’s inbox (note the CTA buttons at the end of the message):Īnother thing to note: LinkedIn has a cap on how many members will receive a Sponsored Message ad per month. With conversation ads, you can increase your engagement by adding multiple CTA buttons to your message. This means the older version of Message ads will no longer be available in your Campaign Manager. Secondly, LinkedIn is slowly converting all message ads into conversation ads. One tab is for “Focused” conversations, while the second tab is called “Other.” If you want to take advantage of this untapped opportunity, take note of the recent changes to Sponsored Messaging.įor starters, members now have a two-tabbed inbox. While 89% of consumers prefer that businesses stay in touch via messaging, only 48% of companies currently interact with customers and prospects this way. Sponsored Messaging (previously known as Sponsored InMail) lets you directly advertise to LinkedIn members in their inboxes. Here’s an example of a single-image sponsored content ad as it appears in the desktop feed: When advertising with Sponsored Content, you have the following ad format options: LinkedIn labels these ads as “promoted” to distinguish them from regular content. Sponsored Content, also known as native ads, shows up in your audiences’ LinkedIn feed, regardless of whether they’re scrolling on mobile or their desktop. Here are the types of LinkedIn ads you can choose from when setting up your paid content. Choosing the right type of ad for your goal is an important first step. Types of LinkedIn adsĪdvertising is one of the best ways to use LinkedIn for business. The free resource includes key audience insights, recommended ad types, and tips for success. Bonus: Get the LinkedIn advertising cheat sheet for 2022.
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