LinkedIn Message Ads: Use These to Get Into People’s Inboxes

May 7, 2021
min read
LinkedIn Messages

LinkedIn Message Ads: Use These to Get Into People’s Inboxes

Has LinkedIn become a part of your overall marketing strategy? If not yet, it’s ok, but it should be. To target top decision makers, LinkedIn is the best platform. LinkedIn can be used by marketers to react to people in their homes who have the authority to make important purchase decisions.

This is one of the reasons LinkedIn has become the best choice for marketing. Also, paid advertising options are offered by LinkedIn. These are equally effective.

Unexpectedly, as a marking tool, LinkedIn advertising is not given its deserved credit.

If the advantages of LinkedIn ads are not known to you, go through these convincing points:

●        LinkedIn advertising is more cost efficient than on other platforms like Facebook and Instagram.

●        Leaving apart telephones and emails, LinkedIn has become the most preferred way for sales reps to reach out to prospects.

●        According to 80.33% of B2B marketers, LinkedIn is the most successful platform for lead generation if we compare it with all the other social media platforms.

This simply means, by using LinkedIn advertising, you can generate leads and reach out to people. The best thing about LinkedIn is, for advertising on this amazing channel, you don’t need to spend a lot of time.

You should know more about its pricing and efficiency so that you are able to make an informed decision about advertising on LinkedIn. Here, in this article, we’ll talk about the most demanded tool in LinkedIn advertising i.e. Message Ads.

Let’s start.

What are LinkedIn Message Ads? How to Use it?

What do you mean by LinkedIn Message Ads (sponsored InMails)?

Many types of paid ads are offered by LinkedIn:

●        Sponsored Content: They just look like normal in-feed content posts. However, the difference here is, you need to pay, so that they can be placed in the feed of your target audience.

●        Sponsored InMails [Message Ads]: They are the targeted messages which are sent to inboxes of your prospects’ inboxes.

●        Text Ads: These ads appear in the sidebar. These are pay per click [PPC] or cost per mille [CPM].

●        Dynamic Ads: These ads are customized in accordance with a user’s browsing history, field, role, and the content he shares.

In this post, however, we’ll focus on messaging ads on LinkedIn.

Without having to procure email lists, LinkedIn message ads are an amazing strategy as it lets you reach your target audience’s inboxes. There are some more advantages of using LinkedIn ads, like:

●        Targeted messaging: In these types of ads, you can micro target your audience by changing the ad copy and call to action [CTA] based on each and every profile.

●        Lead generation: By including Lead Gen forms in your ads, you can directly gather forms in your ads in your inboxes.

●        High open rates: LinkedIn’s estimates suggest that one in two people open their Sponsored InMails.

●        Measurable returns: Except from regular advertising analytics, demographic graphic reporting can also be used by you. By using this, you can see which recipients are taking action on your ad.  People who clicked on your ad can be tracked by Conversation Tracking. You can use this information for sending relevant follow up messages and turn prospects quickly.

●        Value for money: Message ads are based on the cost per send model. So, these are different from PPC and CPM ads. In these ads, you need to pay only for ads that are sent successfully.

Now, we’ll look at LinkedIn message ad pricing and technical specs in detail.

What are Technical Specs and Pricing of LinkedIn Message Ads?

Your message ads should stick to the below given technical specs:

●        Ad name should be less than 50 characters (optional)

●        Subject line should be less than 60 characters.

●        Body copy [including punctuation and spaces] should be less than 1500 characters.

●        Maximum of 3 clickable links should be included.

●        Anchor text boy should contain less than 70 characters.

●        Custom T&C Should is of less than 2,500 characters.

●        The landing page in URL in CTA or hyperlink to anchor text should contain less than 2000 characters [for the destination page of your ad].

●        CTA cover copy should contain less than 20 characters.

●        Banner specs:

●        Image should be 300 pixels X 250 pixels.

●        File should be of GIF or PNG type.

●        The size of the file should be less than 2 MB.

●        URL should be clicked through.

Auction is used to sell all LinkedIn ads. Mainly three steps are included in the costing of message ads:

1.   You have to decide your target audience and bid for targeting them. There’ll be a competition between you and other advertisers who’re trying to reach for the same audience.

2.   CPS for message ads is a pricing you choose.

3.   Set a budget by controlling your costs (total or daily) and maximum limit for every bid.

Just like all forms of contextual advertising, the cost differs depending on the size of your target demographics and bid volume.

What should you do to Create Convincing LinkedIn Message Ads

People spend a lot of time in their inboxes so LinkedIn message ads are an amazing way to send targeted messages to people’s inboxes. Your InMail catches people when they’re in a professional mindset, seeking out opportunities to buy, connect, or collaborate, this is the best thing.

Follow the below given steps to create engaging LinkedIn message ads:

In the LinkedIn Campaign Manager create your account.

On the top right corner click on the “Create Campaign” button.

Mention the objective of your ads. Select “Website visits” or “Lead generation” for message ads. The objective of your ad will determine the content that has to be included in your ad and the key metrics to measure performance of your campaign. We selected “Website visits” for this demo.

In the next step you have to build your audience or select a saved audience group if you already have done.

You have to select the characteristics of your target audience. Based on your current selections, the forecast pane on the right will show the approximate cost of your campaign.

To specify targeting criteria, like company demographics, qualification, job role, and interest now click on “Audience attributes”.

Click on “Narrow audience further [AND], to add more targeting criteria. If you want to exclude some accounts from the current selection, you can do it. There is a click on “Save as template” at the bottom of this section, click on it if you want to reuse this audience for future campaigns.

To use your data to retarget website visitors, click on “Matched audiences”. Lead gen forms, contact lists, and third-party sources are included in data sources.

     5.   After selecting your target groups, you reach the “Ad format” section. From the given                                                 options, select “Message ad”.

     6.  Then, you come to the “Budget & Schedule” section, here you can specify the bid     amount, schedule, and total/daily budget. Keep on checking on the forecast pane while specifying these parameters, so that you’re able to know when to cap your bids.

     7.   In the end you have to enable/disable “Conversion Tracking” as the last step. We suggest that you turn this on so you are able to track how many website visits are attributed to your message ads. Doing this, will help you assess whether your campaign is successful or not.

Select the radio option for “Use my site-wide Insight Tag” as it automatically tracks conversions that arise your campaign. If you do this, you’ll be saved from adding any event-specific pixels.

    8.  Click on “Save and exit” after creating your conversion tracker.

    9.  Now you have to click on “Create new ad”.

  10.  Now you will have to create your ad. Ad name and sender has to be specified by you. The names of earlier approved senders will appear on this page. A sender can be selected by you from here or you can add a new sender.

Point to keep in mind that the sender you are adding should be your first degree connections on LinkedIn. A pop up appears, when you click on “Add sender”. An approval request is sent to their LinkedIn inbox, after you click the “Send request” button.

 11.  In the next step you need to add the text that will appear in your message ad’s body. The message can be customized by you by adding macros e.g. %FIRSTNAME%. Your message should be short and to the point. To make your ad easy on the eyes, use bullets and paragraph breaks.

 12.  A footer and a CTA can be added by you in your ad. Make sure you add s banner image. If the image slot is left open by you, another company’s banner will appear there. Banners are prime real estate because they help make top of mind effect on your target audience.

 13.  You are all set to launch your campaign when your ad creative is ready. Don’t forget to use LinkedIn analytics to track your ad performance.

Strategies to Improve the Performance of Your Message Ad    

●        Your body text should be less than 500 characters. It improves your CTR by 46%, on an average.

●        Including hyperlinks but not more than three will increase CTR by 21%.

●        As previously explained, enable LinkedIn insight tags.

●        Make sure you add Lead Gen forms in your message ads. These forms are already filled with profile data of the target, allowing them to send their professional information immediately. One more advantage is that you can merge Lead Forms with your CRM or with your marketing automation tools. This will provide you with a combined leads database to work on.

Have You Got Skills to Your LinkedIn Message Ads?

There are many benefits of advertising on LinkedIn. You can reach the right audience with the right message as the message ads are an affordable option. Use this article as a guide for building engaging message ads for your brand.