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Without careful planning, social media can sometimes feel like shouting into the void. By using LinkedIn ads, though, you can guarantee your brand’s voice makes its way to the right audience. And, an audience of influential decision-makers at that.

Among the platform’s 690 million+ members, four out of five members have the power to impact business decisions. These movers and shakers also have 2x the buying power of typical online audiences.

Follow along with our guide to LinkedIn ads to discover the types of ads available and the kinds of goals they can help you achieve. We’ll also walk you through the process of creating an ad on LinkedIn and share some of our best tips and tricks that will boost your conversion rates.

Sponsored Messaging

Sponsored Messaging (previously known as Sponsored InMail) lets you directly advertise to LinkedIn members in their inbox.

Just take note—LinkedIn has a cap on how many members will receive a Sponsored Message ad per month. For instance, a member of your target audience won’t receive one of your ads more than twice within a short timeframe.

While 89% of consumers prefer that businesses stay in touch via messaging, only 48% of companies currently interact with customers and prospects this way.

Text Ads

Text Ads show up along the top and right-hand side of LinkedIn’s desktop feed and are a good option if you’re looking to build strong leads with a professional demographic.

Considering 58% of marketers say that improving lead generation is one of their top digital marketing goals, LinkedIn Text Ads can be a way to cast a wide net on a budget.

Dynamic Ads

Dynamic Ads run in the right rail of LinkedIn and speak to audiences directly through personalization. When a Dynamic Ad pops up in a member’s feed, their own personal details, such as their photo, employer’s name and job title, are reflected back to them.

However, if members find these ads a little too personal they can change their settings to hide these details.

Follower Ads and Sponsored Ads are two types of dynamic ads.

LinkedIn ad objectives

LinkedIn uses objective-based advertising, which helps advertisers build ad campaigns around specific business goals.

Businesses can work through all three stages of a sales funnel, from awareness to conversion.

The three main types of objectives are broken down below.

Awareness ads on Linkedin

To get your brand on the tip of people’s tongues, start with an awareness ad. These ads help get audiences talking about your products, services and brand.

Through these impression-based campaigns, you can also gain more followers, increase views, and spark greater engagement.

Consideration ads on LinkedIn

Opt for a consideration ad if you want to qualify leads already somewhat familiar with your brand.

These types of ads are optimized to help advertisers meet the following goals:

  • Website visits: Get more eyeballs on your website and landing pages.
  • Engagement: Encourage likes, comments and shares, as well as visits to other social media platforms and websites.
  • Video views: Share your business story, your latest product, or a day-in-the-life via video.

Conversion ads on LinkedIn

When you want to generate leads or drive home a sale, consider a conversion ad.

They can help meet these three objectives:

  • Lead generation: Gain leads on LinkedIn by using forms pre-filled with LinkedIn profile data.
  • Website conversions: Inspire more website visitors to download an ebook, sign up for a newsletter, or purchase a product.
  • Job applicants: Spread the word about your company’s latest job opening with a job post.

LinkedIn ad formats

To help meet your ad objectives, LinkedIn has 10 different ad formats to choose from.

This section will break down each ad format and explain what goals each ad can help you achieve. We’ll also share LinkedIn ad examples and ad specs.

Carousel ads

LinkedIn carousel ads use a swipeable row of cards to tell your brand’s story, showcase products, or share insights. The key here is to use strong visuals to keep your readers swiping to learn more.

Goals: Brand awareness, website visits, engagement, website conversions, and lead generation.

LinkedIn carousel ad specs:

  • Name of ad: Up to 255 characters
  • Introductory text: Up to 150 characters to avoid shortening on some devices (255 total character limit)
  • Cards: Between two and 10 cards.
  • Max file size: 10 MB
  • Max image dimension: 6012 x 6012px
  • Rich media formats: JPG, PNG, GIF (non-animated only)
  • No more than two lines in each card’s headline text
  • Character limits: 45-character limit on ads leading to a destination URL; 30-character limit on ads with a Lead Gen Form CTA
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