How Do You Use LinkedIn Messaging Ads For Promoting A Business?

LinkedIn is the best place to advertise to businesses and professionals.

But it’s still a neglected platform by most small and medium-sized businesses.

LinkedIn Sponsored Messaging ads can return a higher click and LinkedIn engagement rate than email.

It’s a powerful direct marketing tool. 

Let us show you how to use these LinkedIn Messaging ads to grow your business. 

We love to use LinkedIn ads for our B2B clients in particular, and we want to show you how you can capture the power of LinkedIn ads. 

These can be especially helpful for people who have tried Facebook or Twitter ads and didn’t see great success. 

In today’s post, we will be covering: 

Let’s get started!

Who Should Use LinkedIn Messaging Ads & What Your Options Are

LinkedIn Sponsored Message ads are a great way to market directly to your audience and cut through the noise and competition in the feed. 

You have two options for LinkedIn Messaging ads:

You can drive prospects to multiple landing pages or Lead Generation forms and see…

…how many people click on your content and each offer, and how engaged they are in the conversation.

Who Should Use LinkedIn Sponsored Message Ads? 

LinkedIn Messaging ads are for you if you know who your audience is and where they are in their customer journey.

That means you have enough information to craft a targeted message that will make them act.

If you use this in your LinkedIn marketing strategy, you don’t want to waste a Sponsored Message opportunity. 

This ad type can work well for any business in any industry as long as you know your message and audience well. 

Information On Targeting Options On LinkedIn

Getting your targeting right leads to higher engagement, and ultimately, higher conversion rates.

On LinkedIn, you can choose from over 20 different audience attribute categories including:

LinkedIn has a few recommendations when it comes to targeting for your ads.

And since LinkedIn wants you to be successful on the app (so you keep advertising), they’re sharing their tips for targeting your ads. 

LinkedIn Messaging ads help you connect with your audience directly in their inboxes.

We like Message ads because they: 

LinkedIn Messaging ads include:

Before you can set up and use LinkedIn Messaging ads, or use LinkedIn advertising in general, you need to have an ad account. 

How to Create an Ad Account on LinkedIn

Now you can create an add.

Let’s walk through creating a LinkedIn Messaging ad.

It takes a little bit, but it’s worth waiting through because we’ve got some great tips and best practices after the tutorial. 

Before we show you how to create a Message ad, be sure to check out our new social media ads training course to master social media ads.

Install Your Insight Tag to Track Ad Performance

You need to install your Insight Tag (LinkedIn’s version of Facebook Pixel).

This will track your LinkedIn clickers onto your website and collect information on the actions they take there. 

How to install your Insight Tag: 

To verify your domain: 

You’ll need to trigger the insight tag on your website.

Then your tag will be listed as active and can be used in your ad campaigns.

It will take anywhere from a few minutes to 24 hours for your domain to be verified after you trigger the tag on your website. 

After your Insight Tag is active, you can use it in ads. Let us show you how to set up your LinkedIn Messaging ads now.

How To Create A Sponsored Message Ad

The LinkedIn Messaging ads aren’t complicated, but it’s helpful to walk through them with someone the first time, so we’ll do that with you! 

Now you’ll add your creatives. Let’s walk through those together: 

You can manually type macros into your message or you can click Insert custom field to select from the options available.

This is to avoid technical errors with reaching your destination URL.

If you don’t want the creative attached to your campaign, delete the draft campaign and create a new one.

Click the form details section and click the Form dropdown to either select an existing Lead Gen Form or create a new one.

The ad status will need to be changed before the ad can display to members in your target audience.

Review and Launch Your Campaign

LinkedIn Messaging Ad Tips And Best Practices

There’s never a guarantee that a specific style or targeting or budget will bring you success, but you can follow best practices to give you a good start. 

1. Define the objective for your Message ad.

You can use Messaging ads to:

2. Choose a credible sender so your message doesn’t look sketchy.

It will need to be set to either “All LinkedIn Members” or “Public” for all recipients to see it.

The banner image is only visible to recipients viewing your ad on desktop, but this space is prime real estate for ensuring your brand is top of mind.

If you don’t upload a banner image, another brand’s image can show up in this placement.

For Message Ads

For Conversation Ads

To get started, take advantage of Conversation Ad templates in Campaign Manager.

Available templates by objective include:

You can edit any of the templates to make them your own.

2. Use multiple messages and buttons.

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Give your prospects the information they need in bits, not in bulk. Set up two to three messages with at least two CTAs that members can interact with.

3. Keep it conversational.

Write like you would speak if you have to use yours on the phone customer service voice.

4. Make your CTAs engaging and clear.

5. Use rich media.

If you are seeing low engagement, consider adding rich media like photos.

Learn some more LinkedIn tips and tricks by reading this post next.

Have you run Sponsored Message ads on LinkedIn? How did they work for you? We’d love to hear about it in the comments.

And if you want to boost the results you’re getting from your LinkedIn Messaging ads, work with our LinkedIn advertising agency today!

Schedule a meeting with us now to get started.