LinkedIn Conversation Ads

Aug 23, 2024

Dive into the world of Conversation Ads on LinkedIn, which appear directly in messaging inboxes for a personal touch. Discover cost considerations, as these ads are pay-per-send and work better with retargeting. Learn about their best use cases for events and exclusive offers while navigating the challenges of creating effective ads. Uncover new features like audience penetration metrics and dynamic frequency caps. Lastly, get tips for crafting succinct messages and choosing relatable senders.

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Exploring the Dynamics of LinkedIn Conversation Ads

00:00 • 28min

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Show Notes: Episode Summary: Key Takeaways:

Introduction to Conversation Ads:
- Conversation Ads are part of LinkedIn's Sponsored Messaging ad formats.
- They are distinct from other ad formats because they appear in the LinkedIn messaging inbox rather than in the newsfeed, making them feel more personal and direct.
Cost and Performance Considerations:
- Conversation Ads are pay-per-send, which can make them more expensive, especially for cold audiences.
- They tend to perform better with retargeting campaigns, where the audience is already familiar with the brand.
Use Cases for Conversation Ads:
- Ideal for personalized invitations, event meet-ups, or exclusive offers.
- Successful in scenarios like inviting event attendees to meetups or offering demos in exchange for gift cards.
Challenges and Limitations:
- Building Conversation Ads can be cumbersome due to the need for multiple text options and flowchart designs.
- There are limitations in targeting, such as the inability to use these ads in the EU due to GDPR restrictions.
New Features and Metrics:
- LinkedIn introduced a new metric called "audience penetration," which measures how much of your target audience you’re reaching with your ads.
- The frequency cap for Conversation Ads has become more dynamic, ranging from 7 to 18 days based on user activity.
Tips for Success:
- Keep messages short and the number of options limited to avoid overwhelming the recipient.
- Use believable senders who are not too senior or obviously sales-oriented to maintain the personal touch.
- Focus on warm audiences for better performance and cost-effectiveness.

Conclusion:

This episode provides a comprehensive guide to leveraging LinkedIn Conversation Ads effectively, including practical advice on when and how to use them, the challenges involved, and how to optimize performance. For advanced B2B marketers, this episode is packed with actionable insights that can help refine LinkedIn advertising strategies.

Whether you’re looking to retarget an audience or send personalized invitations, Conversation Ads can be a powerful tool when used correctly.

Show Transcript:

For the full show transcript, see the show notes page here: Episode 145