How You Can Use LinkedIn’s Conversation Ads To Win More Clients For Your Business
What Are LinkedIn Conversation Ads?
LinkedIn Conversation Ads are a dynamic and interactive ad format that is unique to LinkedIn. Unlike traditional timeline or feed ads, Conversation Ads appear in your target audience’s inbox and encourage users to actively participate in a dialogue. It’s like a chatbot, you provide various options on how the conversation could go based on your responder’s action. Ultimately, you want that engagement to lead to a conversion of some sort.
Objectives Conversation Ads Can Be Used On:
LinkedIn Conversation Ads are versatile and can be employed for various marketing objectives, including:
Lead Generation: Use Conversation Ads to capture valuable lead information by asking engaging questions and offering incentives for responses.
Event Promotion: Promote upcoming events, webinars, or conferences by guiding users through the registration process within the ad.
Content Promotion: Share your latest content, such as ebooks, whitepapers, or case studies, and drive users to download or engage with it.
Product Awareness: Create a conversation that highlights your products or services’ key features and benefits.
How Best to Use Conversation Ads:
Personalize Your Questions: Craft engaging multiple-choice questions that are true to your brand’s tone of voice and resonate with your target audience. Ensure the questions are relevant to your campaign objectives and elicit a response.
Sequenced Messaging: Utilise the capability to build a series of messages within a single Conversation Ad. Guide users through a narrative that keeps them engaged and leads them toward your desired action.
Pre-Filled Responses: Simplify user interaction by providing pre-filled response options. This reduces friction and encourages users to participate.
Custom CTAs: Align your call to action (CTA) with your campaign goals. Whether it’s directing users to a landing page, encouraging content downloads, or prompting event registration, ensure your CTA is compelling and clear.
Other Tips to Get the Most Out of Conversation Ads:
Segment Your Audience: Before launching your Conversation Ads, segment your target audience based on their interests, job roles, and industry. This enables you to tailor your messages and questions for maximum relevance.
Don’t forget to add audience exclusions: One of the benefits of LinkedIn advertising is it is a little bit old school in its targeting capabilities. By that, we mean you can get quite granular so make sure you add exclusion audiences for companies or audiences that you don’t want your ad to appear for. For example, existing clients/customers, and internal staff.
Value-Offering Content: It’s a core principle of all B2B advertising. Provide content that is of high value to your targeted audience, such as this blog 😉 It will help build trust and authority, often the sales cycle or nurture journey in B2B is long, always keep the principle top of mind.
Optimise Landing Pages: Ensure that the landing pages users are directed to after engaging with your Conversation Ads are optimized for conversion, providing a seamless user experience. A great ad won’t convert if your landing page is a poor user experience. They work in tandem with each other, the ad moves the customer to your site, and the site completes the conversion.
Test, learn, optimise: Again, a core principle that is applied to all good digital advertising. Regularly monitor the performance of your Conversation Ads measuring all of your key soft metrics such as open rate, click-through rate and your final conversion metrics, CPA, ROAS, and conversions. What you launch with probably won’t end up being your best-performing ad so analyse the data, make your changes and keep improving.
How SOMO uses them?
For us, they’re very much a middle and bottom-of-funnel tactic. It still can be an intrusive ad unit, it appears in someone’s inbox so we like to warm our audience up with feed content, and thought leadership ads (another great LinkedIn ad unit, but we’ll talk about that another day) so when the potential customer sees the message in their inbox, they’re much more receptive to engaging with it.
If you’re not using Conversation ads in your LinkedIn Advertising but would like to, get in touch with SOMO via the contact form here and we’ll be happy to help.
