How To Use Linkedin Ads For Maximum Attention
Management Summary
This blog article provides an overview of the ad formats on the social media platform LinkedIn and how they are used optimally.
For quick reference – these ad formats currently exist and are explained in this article:
LinkedIn ad formats for maximum awareness
More and more companies are discovering the advantages of the social media platform LinkedIn and competition is becoming more difficult. The design of the creatives is an essential point for successful LinkedIn campaigns so that they don’t get lost in the target group’s feed.
But how do you manage to be more present in the feed than the competition? Above all, creative and fresh ideas are required that are unexpected for the user in this context. LinkedIn offers a number of formats that you can test for your campaigns in an unusual way.
Single Image Ads
Be remembered with your pictureThe image chosen for a single image ad should ideally trigger emotions in the user. This is achieved through an exciting or symbolic image that the user would not expect at that moment.
Single Image Ads support all levels of the funnel. Even if the trend is increasingly towards moving images, single image ads should not be ignored, as they can deliver better performance than video ads with a correctly selected image. By using single image ads, you also cover those users who cannot be convinced by moving images.
We therefore recommend a balanced mix of static and animated formats when creating campaigns, on the one hand to give the system more freedom and on the other hand to have more options in terms of optimization.
Example Single Image Ad Barilla Group; Source:LinkedIn
Video Ads
Lighten the mood and focus on peopleVideo ads are available on LinkedIn at all funnel levels, with typical goals of video ads including brand awareness or brand consideration. In order to reach the target group, B2B communication on LinkedIn does not have to be conservative. Especially when it comes to communicating with decision-makers, many companies tend to use a classic selection of creatives on social media. However, current developments show that video ads do not always have to be product-oriented or service-focused. You can successfully reach your target group with simple videos from and about people.Our tip:Try an informal tour of the office or a casual interview with an employee. In this way you don’t show your product, but the people and culture that stand behind your company and your brand.
Example video ad Möbelix Austria, source:LinkedIn
Carousel Ads
Maintain tension – from click to clickCarousel Ads on LinkedIn tell an interactive story and encourage the target group to take action. Every click on a carousel ad leads to the next card and means more engagement and interaction with the company. Carousel ads are therefore ideal for moving users from vertical scrolling to horizontal swiping and clicking on the next card. Carousel ads are therefore not only suitable for brand awareness, but also for website visitors and lead generation.Our tip:The same applies to carousel ads: the more you stand out from the “mainstream”, the more you stand out in the feed. You can achieve this, for example, by collecting unusual facts and interesting statistics. However, this information should not just be inserted into a carousel ad. With an “intro” card you can catch the first attention, for example by giving an answer to a question or clarifying myths.
Example Carousel Ad BMW Group, source:LinkedIn
Event Ads
Concrete and specific
Event ads make the target group aware of an event. In order to create an event ad, a LinkedIn event must first be created. With the goal of engagement, the target group is reached and event commitments are increased.
However, event ads can often seem intimidating to users because an event commitment subconsciously suggests a commitment. Merely mentioning the event or just naming the participants is not helpful with this hurdle and is often counterproductive.Our tip:Try reaching the target audience in a different way.
Include a question or bold statement in the image and ad copy. Focus on your target group and look at the event from the user’s perspective.
Example event ad, source:LinkedIn
Sponsored Messaging on LinkedIn
Sponsored Messaging on LinkedIn includes the ad formats Conversation Ads, Message Ads and Lead Gen Forms. The use of these advertising formats enables the personalized approach to the target group, the integration of the potential target group and the acceleration of the lead pipeline.
Conversation Ads
Create an entertaining journeyDepending on the marketing goal, different types of conversation ads can be used. This ad format is suitable for achieving various goals because they are interactive and personal. Conversation ads are therefore ideal for campaigns with the aim of achieving more brand consideration, landing page views or lead generation.
The big advantage of conversation ads is that they can be personalized and interactive and give the user a conversational feel.Our tip:Take advantage of this feature by making the experience even more “playful” for people.
Avoid just adding the CTAs to your products as a link list, but instead try to design the conversation ads as an experience for the customer. Ask your target group questions about their actual wishes or address an everyday work situation. For example, if you offer email software, you could start the conversation ad with the following sentence: “You just opened your inbox for the first time today. What’s your next step?” The user can then start their own journey from different actions.
Of course, the target group can still be directed to the desired content. With conversation ads, the path there is realized in a personal context and as a conversation.
Example conversation ad, source: e-dialog
Message Ads
Convey a feeling of exclusivityMessage ads are one of the most personal and direct ad formats on LinkedIn. These tailored messages immediately provide potential customers with added value in a direct way.Our tip:For example, offer access to exclusive content, such as a case study, a field report or even a free demo version. Explain to the recipient of the message why they were chosen: “We only offer this to senior-level content marketing managers as we greatly value your experienced perspective.”
Message ads convey to the user that they have been selected exclusively and personally, as the offer is perfectly tailored to their needs.
(Note: Since January 10, 2022, message ads are no longer possible in EU countries. Therefore, this ad type can no longer be used in Germany or Austria. Message ads are still possible in Switzerland)
Example message ad, source: e-dialog
Lead Gen Forms
Create incentives for your target groupLead gen forms can be stored in sponsored content or in message ads after the call-to-action button. If a member clicks on the ad, the lead form opens, which is already pre-filled with the user’s profile data. This allows the user to submit the forms with just a few clicks. Due to the simplified sending of data, this format is particularly suitable for the lower part of the marketing funnel.
Lead gen forms provide advertisers on LinkedIn with an ideal opportunity to collect high-quality leads and track campaign performance. But don’t forget: Leads are only as useful as how well they are used.Our tip:Forms are not always received positively. Therefore, it is important to give your target group compelling reasons to fill out the form, such as exclusive promotions. But creating incentives is not the only important thing for a lead gen campaign. Offer your target group transparency and proactively address risks and objections. (“We will only contact you once unless you wish to continue the conversation. We promise to provide exclusive content for you to use.”)
Example Lead Gen Form, source: e-dialog
Creative Ideas for Text Ads & Dynamic Ads on LinkedIn
In addition to text ads, spotlight ads and follower ads offer opportunities for creative ideas and dynamic ads on LinkedIn.
Text Ads
Connect your message to the memberText ads can be personalized with dynamic content. Text ads appear in the most crowded feeds of the target audience, so there is a lot of competition here.Our tip:We would only recommend this format as a supplement to other formats in order to further expand the communication of the campaign.
Example text ad, source: e-dialog
Spotlight Ads
Use an attractive hangerSpotlight Ads take users directly to the advertiser’s landing page. The ads can be created dynamically and are only selectable for desktop placements. With information about products, services, events or a newsletter as well as a clear call-to-action for the target group, this ad format directs more traffic to the landing page. However, Spotlight Ads support all phases of funnel marketing.Our tip:Spotlight ads require less text than other ad types. However, the format still has advantages. First, you can get details about a member of the target group to personalize the approach. Secondly, with Spotlight Ads it is possible to combine profile information with eye-catching images.
With these two options you can quickly create a convincing spotlight ad: Use the name and profile picture and directly address a problem or an interest of the target group in the text.
Example Spotlight Ad, source: e-dialog
Follower Ads
Get more engagement on LinkedIn
Follower Ads are, as the name suggests, a format for generating more followers for a LinkedIn company page.
When it comes to follower ads, there is essentially only one set available. At the same time, this means that the corresponding text must be selected well and sensibly.Our tip:Here, too, it is a good idea to insert the profile name into the text instead of generic addresses: “[NAME], don’t miss any more news in the area of data-driven marketing!”
Example follower ad, source: e-dialog
Conclusion
LinkedIn offers numerous ad formats to connect with LinkedIn members. Each format has advantages that, when used cleverly, keep your company visible in the feed of the relevant target group.
