Conversation Ads: Best Practices and Tips for Creating Effective LinkedIn Ads, Essays (high school) of Business Economics

Download Conversation Ads: Best Practices and Tips for Creating Effective LinkedIn Ads and more Essays (high school) Business Economics in PDF only on Docsity! Best Practices Guide Conversation Ads Tips & Tricks to Help You Get the Most Out of Your Conversation Ads Table of contents Assets you need to get started Best practices for ad creation Best practices for reporting & optimization Best practices for ad creation First, hone in on your target audience Ad creation You can use any targeting facets that you currently use with your other LinkedIn ads. Start by setting up your targeting as you would for Sponsored Content. Use one of the audience templates available in Campaign Manager. Pro tip Targeting • Use top performing targets from your other LinkedIn campaigns, but exclude previous converters • Retarget website visitors — they already know who you are from being on your website Some ideas Next, consider your budget & bid Daily budget Total budget • You have a large audience (100k+ members) • Your campaigns are always on, and there is no specific end date for your offer • You have a smaller, niche audience (<100k members) • You have a set end date (i.e., event date is xx and members need to sign up at least 24 hours in advance) Use this when: Use this when: VS. Ad creation VS. Member sender outperforms company sender Increase in open rate16% Ad creation increase in CTR10% increase in conversion rate10% From company sender From a member sender In one Sponsored Messaging campaign: In most cases, ads that are sent from a member sender have shown stronger results than messages sent from a company. In one case of a Sponsored Messaging campaign testing a member sender, we saw: • 16% increase in open rate • 10% increase in CTR • 10% increase in conversion rate When creating content, start with your goal, then strategize your content With so much flexibility and conversation paths to choose from, it can be overwhelming to know where to start. Ad creation Always start with your main goal and/or objective: What is the ideal action you want the member to take when they receive your Conversation Ad? • To drive brand consideration: Link to your blog posts, pre-recorded webinars, or industry trends and analysis • To drive leads and turn prospects into customers: Share product demos or tutorials, customer success stories, or invite prospects to attend an event Some ideas Start with your opening message Ad creation There’s no subject line for Conversation Ads. Like any other LinkedIn message, the first sentence will appear as the subject. Because your audience will see this in their LinkedIn Messaging, make your first sentence count. Pro tip When using an individual as a sender, use the opening message to introduce yourself and let members know why you’re reaching out. Consider including your name, title, and the company you represent. Introduce yourself Tips for crafting your messages Ad creation 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. Consider using language that is more casual, the way you would over the phone. Keep your copy short and sweet While you may be engaging a B2B audience, remember that it’s people who make the decisions to buy your product or service, and they want to know that your brand is human and authentic. Stick to a conversational tone Pro tips • Speak simply, avoid big words and concepts • Ask questions to keep the two-way dialogue going • Eliminate formalities, but don’t be too informal (don’t use slang.) Write as if you’re talking to a friend. Personalize your content seamlessly Ad creation One of the key benefits of Conversation Ads is that you can personalize this — it’s a 1:1 interaction with a prospect! Our macros allow you to pull a member’s LinkedIn profile data into your ad for instant personalization. We offer these the following macros: Personalize by using Macros • First name • Last name • Job title • Company name • Industry One case study showed that using a company name in a Sponsored Message campaign boosted CTR by 21%, while another case study showed using the Job Title macro boosted open rates by 48%. increase in open rate with “job title” macro +48% increase in CTR with "company name" macro +21% Remember to add a banner image Ad creation The banner image is only visible to members when using LinkedIn on desktop, but this space is prime real estate. It’s an easy way to ensure your brand is top-of-mind. If you don’t upload a banner image, another brand’s image can show up in this placement. Easy ways to optimize your Conversation Ad Reporting & Optimization If you are seeing low open rates, double check your sender Make sure the sender’s profile image is a high-quality, professional image of their face (no group shots!). Of course, a friendly smile goes a long way. Ask sender to make sure that their profile photo is visible to LinkedIn members (set to “All LinkedIn Members” or “Public” so all recipients can see it). Review your initial message to make sure the ask is clear Seeing drop-off after the first message? Revisit the copy, and make sure the ask is clear. Try asking a question or teasing the conversational format of the message. Use rich media Seeing lower engagement? Considering adding in rich media (like photos). Note: Video support will roll out later this year, but you can add a link to a video. Checklist for success Things to consider before setting up your Conversation Ad campaign Who are you trying to reach? Establish your target audience Find someone in your organization to be the face of your message. You’ll need to request their permission to be the sender! Pick your sender What will compel your target audience to open your message? Write a compelling intro message Use macros to really personalize your message. You can use Name, Job Title, Company, and Industry. Personalize What are you trying to say to your target audience? Make sure that all key information is included, and use a very clear CTA. Craft your messages Use CTA buttons to get your prospect to visit a landing page, fill out a Lead Gen Form, or request more info via an automated text response. Create an engaging experience Send yourself a test message to make sure everything looks good. Make sure to check how it looks on mobile too! QA & launch Review campaign performance, demographic reporting, optimize your target and creative. Always be iterating! Measure & optimize Thank you Visit the Conversation Ads website for case studies, how-to videos, and best practices.