LinkedIn message ads are a type of sponsored content advertisement that appears in the LinkedIn messaging section. These ads allow marketers to engage directly with LinkedIn users by sending them messages that look like regular LinkedIn messages.
Message ads are an effective way for brands to connect with professionals and build relationships through one-to-one messaging. They allow marketers to reach LinkedIn users who are likely to be interested in their products or services based on their profile data and online activity.
Some key things to know about LinkedIn message ads:
- Messages are sent directly to the LinkedIn messaging inbox of targeted users.
- Clickthrough takes the user to the advertiser’s website or landing page.
- Ads are clearly labeled as “Sponsored” to avoid confusion.
- Targeting options allow advertisers to reach a specific audience.
- Performance can be tracked to optimize campaigns.
In this article, we’ll take a deeper look at how LinkedIn message ads work and the benefits they offer to marketers.
How Do LinkedIn Message Ads Work?
LinkedIn message ads appear in the LinkedIn messaging section, mixed in with regular messages users receive from their connections. This allows brands to engage directly with users in a personal way.
Here are some key things to understand about the messaging experience:
- Messages are limited to 300 characters of text, including a call-to-action button.
- Ads include a small “Sponsored” label so users know it is marketing content.
- Clicking the ad takes the user to the advertiser’s landing page.
- Advertisers can see open and clickthrough rates to optimize messaging.
- Frequency capping prevents users from seeing too many ads.
In terms of targeting, LinkedIn message ads allow advertisers to reach users based on:
- Job title and industry
- Company name and size
- Location
- Age and gender
- Interests and hobbies
- LinkedIn group membership
Detailed targeting ensures messages reach users who are more likely to have an interest in the product or service being promoted.
Message Ad Format
Visually, LinkedIn message ads contain the following elements:
- Profile image of the sender (advertiser)
- “Sponsored” label to indicate it is an ad
- Brief ad text message
- Call-to-action button
The message ad has a similar look and feel to a regular message received through LinkedIn. This allows advertisers to blend their messages directly into the LinkedIn messaging experience.
Benefits of LinkedIn Message Ads
There are several unique benefits to using LinkedIn message ads compared to other ad formats:
Direct Engagement
Sending messages directly to the LinkedIn inbox allows for direct one-to-one engagement with users. This can help foster stronger relationships than display ads alone.
Increased Relevance
Targeting message ads based on member profile data increases relevance. Users are more likely to engage with messages tailored to their interests.
Better Deliverability
Unlike email, LinkedIn messages don’t face deliverability issues. Messages are guaranteed to reach user inboxes without getting blocked or filtered.
Native Format
Blending messages into the existing LinkedIn messaging experience creates a native ad format that users are more likely to engage with.
Precise Targeting
LinkedIn’s detailed targeting options allow advertisers to zero in on the right decision makers and influencers.
Targeting Option | Description |
---|---|
Job Title | Target users by their job title such as Marketing Manager |
Company | Target employees at specific companies |
Industry | Target based on the user’s industry |
Seniority | Target entry-level, manager-level, or executive titles |
Location | Target users by country, state, city, or region |
Performance Tracking
LinkedIn provides robust metrics and analytics within Campaign Manager to track message ad performance. Marketers can monitor clicks, conversions, impressions, ROI, and more.
Use Cases for LinkedIn Message Ads
Here are some of the most common and effective use cases for LinkedIn message ads:
Lead Generation
Messages ads are a great way to drive leads by promoting downloads, trials, demos, or other gated content.
Event Promotion
Advertisers can boost attendance at offline or online events by targeting invites to relevant professionals.
Account-Based Marketing
Target key decision makers at known accounts identified through an ABM strategy.
Promoting Content
Drive traffic to published content by promoting ebooks, whitepapers, case studies to professionals.
Personalized Outreach
Tailor messaging outreach to connect on a 1:1 level with prospects already in the pipeline.
Customer Re-Engagement
Remind existing customers of new services and offerings through targeted messaging.
Best Practices for LinkedIn Message Ad Success
Here are some top tips to create effective ads that deliver results:
Target a Specific Niche
The most effective message ads target a very specific audience rather than a broad demographic. Identify a niche role, industry, or company size.
Segment Your Audience
Create different ad variations tailored to different audience segments like job role, seniority level, industry, etc.
Personalize the Message
Use messaging that speaks directly to the target audience. Include relevant jargon and terminology.
Keep Messages Concise
Get to the point quickly within the 300 character limit. Draw users in without overloading them.
Test Different CTAs
Experiment with different call-to-action messaging to identify what resonates best.
Leverage LinkedIn Matched Audiences
Target message ads using LinkedIn Matched Audiences to reach existing contacts and leads.
Re-Engage Past Site Visitors
Upload website visitors to target message ads to users who previously showed interest.
Conclusion
LinkedIn message ads represent a unique opportunity for marketers to have meaningful conversations with the right professionals. By appearing directly in the LinkedIn messaging inbox, message ads enable relevant one-to-one engagement.
With precise targeting capabilities, compelling creative, and strong calls to action, LinkedIn message ads can be an effective component of any B2B marketing campaign. To maximize results, advertisers should take full advantage of LinkedIn’s robust targeting options while personalizing messaging and testing different creative approaches.