Any business that sells to other enterprises knows that LinkedIn is one of the best platforms to do it on. This is due to LinkedIn being the go-to place to connect with other business professionals and where to build strong company relationships. Thus, it comes as little surprise to see that so many corporations who prioritise B2B sales have made it their focal point of marketing operations.
The platform has numerous ways that companies can advertise their services. This post will hone in on one particular ad type, LinkedIn Conversation ads. It will cover everything that the ad type has to offer, when businesses should use it and how it can fit into a company’s marketing strategy.
What Are LinkedIn Conversation Ads?
A LinkedIn conversation ad is an advertisement that shows up directly in a user’s inbox and is similar to native advertising. As the name suggests, it allows the business/marketer to then have a conversation with their target audience. Essentially it is like sending a chatbot directly to someone’s LinkedIn inbox. The thing is that this ad type is more than just a cold outreach message and is a way for businesses to have an interactive discussion with their prospect in a more tailored approach.
The way it works is that conversation ads have a customizable multiple-choice interface that businesses can fill with important messages and questions they want to ask potential customers. So, when someone receives the conversation ad, they can interact with the different multiple-choice questions and carry out specific actions.
For instance, let’s say a company wants to promote free sign-ups and get users to subscribe to their subscription service for a project management tool. The company could then send a conversation ad that says the following:
Hi, managing multiple projects can be overwhelming! Would you be interested in learning how our project management tool can simplify your work? I can show you how with a demo or a hands-on 30-day free trial. Below this message, the viewer will also see a few call-to-action (CTA) buttons they can click on.
This could look something like:
Button 1: Yes, I’d love to see a demo.
Button 2: No thank you, I’d prefer to try it myself.
Depending on the option the user chooses, the conversation ad will respond with another message to sign up for the demo or provide them with a link for the free trial. It could also send them to a page that provides more information about the product.
How Is a LinkedIn Conversation Ad Different From LinkedIn Message Ads?
For people familiar with LinkedIn advertising, conversation ads might sound very similar to another popular LinkedIn ad type — message ads. Both are part of LinkedIn Messaging ads and allow brands to send messages to a prospect’s inbox while also using the same targeting options. So, what’s the difference between them?
Well first off, while they do share some similarities, they operate differently from one another and serve different purposes. As previously mentioned, LinkedIn conversation ads work like a chatbot. The business sends these ads with a specific message and then CTA options for the recipient to choose from.
This allows the prospect to then engage with that business via different interactions — the multiple CTA options which direct the user down different paths. In other words, conversation ads encourage two-way interactions between the marketer and the intended audience. Now when you look at a message ad, they are more personal and direct.
With this ad format, the advertiser can send a more personalised message, attach items and add links. Generally speaking, they are not interactive and only have one call to action. These ad campaigns promote personalised, one-on-one communication and not interactions, unlike their counterpart.
Message ads are more straightforward and are designed for quick, one-time engagement with a single action in mind. Here’s a quick rundown of some of their differences:
- They don’t share the same format.
- Different ways of engaging with the user — one works with predefined interactions leading the user down different paths whereas the other one is for direct communication.
- Conversation ads have multiple call-to-action options whereas Message ads only have one.
- Conversation ads can feel like a back-and-forth chat thanks to their dynamic format whereas Message ads are static.
What Are The Benefits of Conversation Ads?
LinkedIn Conversation ads have several advantages that make them a great option for many businesses. Here are 3 of their unique positives:
1. More Personal Feeling
When compared to other LinkedIn ad types that show up in the user’s feed, conversation ads feel more personal as the individual receives them in their inbox. This also means that there is a higher chance for the user to engage with them. When this campaign type is carried out properly, the message can feel highly relevant and lead to different conversion goals for the business — booking a demo, downloading content, etc.
2. Larger Engagement Potential
Thanks to their dynamic format, LinkedIn Conversation Ads offer enhanced engagement potential. Prospects can choose from multiple CTAs, each leading to a different goal that provides various ways for the user to interact with the ad. By offering multiple interactive options, LinkedIn Conversation Ads encourage engagement and drive more personalised encounters with your audience.
3. Bypasses The Traditional Ad Delivery Method
One of the core benefits of LinkedIn conversation ads is that they go directly to the potential prospects’ inbox. With traditional ads, they usually display somewhere on the user’s feed or on the side of the platform. If users are constantly overwhelmed by aggressive advertising, they can go into a state where they actively tune out a brand’s message as soon as they realise it is an ad.
However, LinkedIn conversation ads quickly capture the user’s attention as they show up directly in the prospect’s inbox. This bypasses the standard ad delivery method and makes the advertisement feel somewhat more relevant which can increase the prospect’s curiosity and make them want to click. Thus, conversation ads provide a unique opportunity for advertisers to engage with their target audience which traditional ads don’t have.
4 Best Practices for Using LinkedIn Conversation Ads Effectively
While LinkedIn conversation ads are a great way to get in front of your audience, there are a few best practices to make them more effective. Here is a quick look at some useful tips that companies can implement:
1. Don’t Generalise But Specialise
To get the most out of your conversation ads, target a specific audience with a message tailored to them. If you focus on a general group of people, your message has a lower chance of feeling relevant and connecting with that audience. Thus, aim to deliver your conversation ads to target groups instead of trying to serve everyone.
Use LinkedIn’s strong targeting options to segment your audience by job title, industry, age and company. The goal is not to get a smaller group but to send your messages to an audience that it would resonate with.
2. Make It Specific to The Intended Audience
A great best practice is to make the LinkedIn conversation ad as specific as possible. Look for something the audience would have in common. For instance, if you are targeting a group that attended a certain event, use that event as the icebreaker. The more specific you get, the bigger the chance that the message will resonate with the group.
You want prospects to feel like they are receiving direct messages, instead of a generic mail that is sent to multiple individuals. This will make it feel more personalised and relevant, increasing the probability of the person engaging with the ad.
3. Make The Message Clear And Concise
You want to ensure that you make your message as clear as possible and quickly get your value proposition across. Long, tedious messages can make the user feel bored and make them click away before they even know what the conversation ad is really about.
You also want to clearly emphasise what value the user would get when they interact with your ad. Ensure that you use enticing call-to-action options for your users to engage with.
4. Use Conversation Ads In Correlation With Other Ad Formats
Instead of only adding LinkedIn conversation ads to your marketing strategy, look for places where it makes sense to incorporate them. The goal is to utilise conversation ads in harmony with other LinkedIn ad formats. In other words, you want them to work together to achieve different marketing objectives.
For instance, a company can start by running normal LinkedIn ads. These can work as a way to introduce the brand and send traffic to a landing page. After doing so, the business can implement conversation ads to retarget the users who visit the website.
To add an extra retargeting layer, the business can even couple the conversation ads with Text ads and Spotlight ads to keep the brand’s name top of mind. This way, prospects see different ads from the same company that work together in a holistic manner.
Should Businesses Incorporate Conversation Ads Into Their Marketing Strategies?
In all honesty, this completely depends on personal preference and the type of business. When you look at things objectively, it always comes down to testing. You need to know what works for your company.
The truth is that what works wonders for one company, might show little success for another. This is why testing to see what works is so crucial. When you look at LinkedIn conversation ads, they can be quite effective and help generate leads, but they need to be implemented in a way that uses them to their fullest potential.
LinkedIn conversation ads don’t really work that well for cold messages — no one trusts a message that shows up in their inbox from someone they don’t know or haven’t heard of. Thus conversation ads can work wonders when used in retargeting campaigns. This way the prospect has already engaged with the brand and is familiar with their services.
Therefore, coupling conversation ads with other ad types and incorporating them into a marketing strategy can be a smart move. If you are looking to step up your B2B advertising and are unsure how to go about it, Snowball Creations is here to help. Fill in the contact form below and we’ll help you elevate your marketing efforts.