Introduction
LinkedIn Sponsored Messaging has been a game-changer for many marketers and businesses looking to reach their target audience directly in their LinkedIn inbox. However, recent changes have shaken up the landscape, particularly for those targeting audiences in the European Union (EU). As a LinkedIn marketing expert, I’ve been closely monitoring these developments and their impact on our strategies. Let’s dive into what LinkedIn Sponsored Messaging is, the recent EU targeting restrictions, and how we can adapt our marketing approaches accordingly.
Understanding LinkedIn Sponsored Messaging
LinkedIn Sponsored Messaging comes in two flavors: Message Ads and Conversation Ads. Both have been powerful tools in our marketing arsenal, but let’s break down what makes each unique.
Message Ads
Message Ads are the OG of LinkedIn’s direct messaging advertising. They’re like a digital tap on the shoulder, delivering your message straight to your prospect’s LinkedIn inbox. What sets them apart? For starters, they boast impressive click-through rates (CTRs). I’ve seen campaigns hit 90%+ CTRs, which is frankly insane compared to other ad formats.
But it’s not just about clicks. Message Ads have been conversion machines, with some of my clients seeing conversion rates as high as 9.5% from cold audiences. That’s the kind of performance that makes marketers do a happy dance! 💃
Conversation Ads
Now, Conversation Ads are like Message Ads on steroids. They allow you to create a choose-your-own-adventure style experience for your audience. With the ability to go up to 5 levels deep, you can craft a personalized journey that feels more like a chat than an ad.
The beauty of Conversation Ads lies in their interactive nature. You can include multiple calls-to-action (CTAs), lead forms, and even guide users to specific landing pages or videos based on their choices. It’s like having a mini-chatbot right in LinkedIn’s messaging interface.
Changes to EU Targeting for Sponsored Messaging
Timeline of Changes
Alright, here’s where things get a bit tricky. LinkedIn dropped a bombshell on us with two key dates:
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December 15, 2021: This was D-Day for new campaigns. From this date, EU targeting for new Sponsored Messaging campaigns was restricted.
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January 10, 2022: The big shutdown. Existing campaigns stopped delivering to EU members.
Reasons Behind the Changes
You might be wondering, "Why the sudden change, LinkedIn?" Well, it all boils down to the ever-evolving legal landscape in the EU, particularly around data privacy and GDPR compliance.
The European Court of Justice (ECJ) released a ruling on November 25, 2021, that essentially said native inbox advertising requires direct marketing consent under the ePrivacy Directive. In other words, LinkedIn needed to pump the brakes on Sponsored Messaging in the EU to ensure they’re playing by the rules.
Impact on Advertisers
This change hit both EU and non-EU advertisers like a ton of bricks. If you’re an EU advertiser, you can no longer target EU audiences with Sponsored Messaging. And if you’re outside the EU? Same deal – you can’t use these ad formats to reach EU members.
It’s a significant shift, especially for businesses that relied heavily on Sponsored Messaging for lead generation in European markets. But don’t worry, we’re not out of options just yet!
Strategies to Adapt to the Changes
As the saying goes, when one door closes, another opens. Here are some strategies to help you pivot your LinkedIn marketing efforts:
Reallocate Budget to Other LinkedIn Ad Formats
LinkedIn isn’t a one-trick pony. We’ve got other ad formats at our disposal:
- Sponsored Content: These native ads appear in the LinkedIn feed and can be just as effective for reaching your target audience.
- Text Ads: Don’t underestimate the power of a well-crafted text ad on the right side or top of the LinkedIn homepage.
- Dynamic Ads: Personalized ads that can really grab attention with their customized approach.
Explore Other Advertising Channels
It might be time to spread your wings a bit. Consider:
- Google Ads: Great for capturing intent-based searches related to your products or services.
- Facebook Ads: Don’t forget, even professionals scroll through Facebook and Instagram!
- Native advertising: Platforms like Outbrain or Taboola can help you reach your audience on various publisher sites.
Focus on Organic Content and Thought Leadership
Sometimes, going back to basics can yield surprising results. Double down on:
- Blog posts: Share your expertise and insights on your company blog and LinkedIn articles.
- Webinars: Host online events to engage with your audience and showcase your knowledge.
- Industry analysis: Position yourself as a thought leader by providing valuable insights into your industry.
Remember, the key is to provide value. As I always say to my clients, "Give before you ask." Build that trust and engagement, and the leads will follow.
FAQs
Are LinkedIn InMails affected by these changes?
No, LinkedIn InMails are not affected. These changes only apply to Sponsored Messaging (Message Ads and Conversation Ads) through the LinkedIn Ads platform.
Will Sponsored Messaging return for EU targeting in the future?
While there’s no official word from LinkedIn, it’s possible that Sponsored Messaging may return once LinkedIn implements necessary changes to comply with EU regulations. Keep an eye on LinkedIn’s official announcements for updates.
What should I do with existing EU-targeted Sponsored Messaging campaigns?
If you haven’t already, pause or remove EU countries from your targeting for these campaigns. LinkedIn automatically suspended these campaigns on January 10, 2022, but it’s best to manage this proactively.
Can I still use Sponsored Messaging to target non-EU countries?
Absolutely! Sponsored Messaging is still available for targeting audiences outside the EU. This could be an opportunity to explore new markets.
How can I measure the success of alternative ad formats and channels?
Use LinkedIn’s built-in analytics for other ad formats. For external channels, set up proper tracking and use tools like Google Analytics to monitor traffic and conversions from your campaigns.
Is organic LinkedIn content affected by these changes?
No, these changes only affect paid Sponsored Messaging. You can continue to post organic content and engage with your network as usual.
Can I use Sponsored Messaging to target the UK?
Yes, you can. The UK is no longer part of the EU, so these restrictions don’t apply to UK-based audiences.