What are LinkedIn Message Ads and Conversation Ads?
LinkedIn has revolutionized the way businesses connect with professionals through its advertising platform. Two powerful tools in this arsenal are Message Ads and Conversation Ads. But what exactly are they?
Message Ads, formerly known as Sponsored InMails, allow you to send personalized messages directly to your target audience’s LinkedIn inbox. These ads typically include a greeting, body text, and a single call-to-action (CTA).
On the other hand, Conversation Ads are the new kids on the block. Introduced in March 2020, these ads take personalization to the next level by offering an interactive, choose-your-own-path experience. They allow for multiple CTAs and dynamic messaging based on user responses.
LinkedIn Message Ads vs. Conversation Ads: Key Differences
While both ad formats land in your prospect’s inbox, they differ significantly in structure, interactivity, and pricing. Let’s break it down:
Format and Structure
Message Ads are straightforward: they consist of a single message with one CTA. It’s like sending a direct mail piece – you’ve got one shot to make your pitch.
Conversation Ads, however, are more like a chatbot in your prospect’s inbox. They offer multiple CTAs and allow for a back-and-forth dialogue. As Alex Rodriguez, LinkedIn marketing expert, puts it, "Conversation Ads are like having a sales rep in your prospect’s pocket, ready to answer questions and guide them through the funnel."
Interactivity and Personalization
While Message Ads can be personalized with the recipient’s name and job title, their interactivity is limited. You’re essentially hoping your one message resonates enough for the recipient to click your CTA.
Conversation Ads, on the other hand, are highly interactive. They allow prospects to choose their own journey, making the experience feel more personalized and engaging. "It’s like the difference between a monologue and a dialogue," Alex explains. "Conversation Ads let your prospects guide the conversation based on their interests."
Pricing and Cost Models
When it comes to pricing, there’s a notable difference. Message Ads are priced on a cost-per-send basis. You pay for each message delivered, regardless of whether it’s opened or engaged with.
Conversation Ads, however, are typically priced on a cost-per-click (CPC) or cost-per-impression (CPM) basis. This means you’re paying for actual engagement, not just delivery. As Alex notes, "This pricing model often leads to better ROI, as you’re only paying when prospects show genuine interest."
Benefits of LinkedIn Conversation Ads
Conversation Ads offer several advantages that make them a powerful tool in your LinkedIn marketing arsenal:
Improved User Experience
By allowing users to choose their path, Conversation Ads create a more engaging and personalized experience. It’s like having a conversation with a knowledgeable sales rep who can address specific pain points and interests.
Higher Engagement and CTR
The interactive nature of Conversation Ads tends to drive higher engagement rates. According to LinkedIn data, Conversation Ads have shown a CTR that is 5 times higher than other ad types. As Alex puts it, "It’s not just about getting in front of your audience; it’s about keeping them interested and moving them through your funnel."
Real-time Engagement
One of the coolest features of Conversation Ads is that they’re only delivered when the prospect is active on LinkedIn. This means your message is more likely to be seen and engaged with in real-time. "It’s like catching your prospect at the perfect moment when they’re in a professional mindset," Alex explains.
Challenges of LinkedIn Conversation Ads
While Conversation Ads offer many benefits, they’re not without challenges:
Limited and Competitive Ad Inventory
LinkedIn limits users to receiving only one sponsored message every 30 days. This makes the ad space highly competitive and potentially more expensive. "It’s a double-edged sword," Alex notes. "While it ensures your message isn’t lost in a sea of spam, it also means you need to bid competitively to win that coveted inbox space."
Potential for Customer Frustration
If not executed well, the multiple CTAs in Conversation Ads could potentially frustrate users. It’s crucial to ensure each option provides value and doesn’t feel like a pushy sales pitch. Alex advises, "Think of it as a helpful conversation, not an interrogation. Each CTA should feel like a natural next step, not a hurdle."
Setting Up LinkedIn Conversation Ads
Ready to dive into Conversation Ads? Here’s a quick guide to get you started:
Choosing Your Objective
Start by selecting your campaign objective. For Conversation Ads, you can choose between Website Visits or Lead Generation. Your choice will determine the type of CTAs available to you.
Defining Your Audience
Use LinkedIn’s robust targeting options to define your audience. Remember, being specific is key. As Alex suggests, "Don’t cast too wide a net. A well-targeted audience of 50,000 is often more effective than a broad audience of millions."
Setting Your Budget and Bid
Set your budget and bidding strategy. Alex recommends starting with a daily budget of at least $100 to ensure you’re competitive in the auction. "Don’t be afraid to bid high initially," she advises. "You can always adjust based on performance."
Creating a Conversation
Now for the fun part – crafting your conversation! Keep your opening message concise (around 500 characters) and use a friendly, conversational tone. Offer 2-5 CTAs that provide value to your audience. Alex’s pro tip: "Always include an ‘out’ option, but avoid negative language like ‘Not interested’."
Conclusion and Tips for Effective Use
While both Message Ads and Conversation Ads have their place in LinkedIn marketing, Conversation Ads offer a more interactive and engaging experience. They allow for personalized, real-time conversations that can drive higher engagement and conversions. However, success with Conversation Ads requires careful planning, audience targeting, and creative messaging. As with any marketing tool, testing and optimization are key to achieving the best results.
FAQs
1. Can I use both Message Ads and Conversation Ads in my LinkedIn marketing strategy?
Yes, you can use both ad formats. They serve different purposes and can be effective at different stages of your marketing funnel.
2. How many CTAs should I include in my Conversation Ad?
LinkedIn allows up to 5 CTAs per message, but it’s generally recommended to use 2-3 to avoid overwhelming the user.
3. Are Conversation Ads more expensive than Message Ads?
Not necessarily. While the bidding can be competitive, Conversation Ads are often more cost-effective as you’re paying for engagement rather than just delivery.
4. Can I personalize Conversation Ads?
Yes, you can personalize Conversation Ads using LinkedIn’s dynamic personalization fields, such as the recipient’s name or job title.
5. How often can I send Conversation Ads to the same user?
LinkedIn limits users to receiving one sponsored message (including Conversation Ads) every 30 days to prevent inbox fatigue.
6. Can I use Conversation Ads for B2C marketing on LinkedIn?
While LinkedIn is primarily a B2B platform, Conversation Ads can be effective for B2C marketing if your target audience is professionals in a specific industry or role.