24 min
LinkedIn Sponsored Messaging Ads Demystified - Ep 62 LinkedIn Ads Show
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- Marketing
Show Resources Here were the resources we covered in the episode:
Announcement about the left-hand navigation being reverted
Offers Epsiode
NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
Show Transcript LinkedIn Sponsored Messaging, Message Ads, Sponsored InMail, Conversation Ads. These are the ad formats on LinkedIn that are most confusing, and also intriguing to advertisers. I'm about to demystify them on this episode of the LinkedIn Ads Show.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
Hey there LinkedIn Ads fanatics. For years, I've been getting questions about the sponsored messaging ad formats on LinkedIn. And honestly, I've been waiting a long time to do this episode, I was waiting until I found a whole bunch of success with these ad formats. And honestly, I've been really disappointed. I was hoping to find a formula for what always works. But I've collected all of the opportunities for success that I've been able to find on this episode. And I'm excited to finally share them with you. First off in the news, LinkedIn has a little message across the top of every account that says we've temporarily changed the design of our navigation menu, learn more. You can click there to see the note in the Help section of LinkedIn, or just look in the show notes down below, I've linked to it there. And what they've explained is they've reverted the new left hand navigation experience that was released just in the last handful of weeks. And it's been temporarily reverted back to the old top navigation experience. I reached out to a contact at LinkedIn and I got the inside scoop. It turns out, they didn't revert it because of any bugginess or anything like that. It was actually the second order effects of it. They noticed that the new experience adversely affected advertiser behavior on the platform. I won't go any deeper into that. But just I expect that after they make some minor adjustments or improvements, we'll get it back, there wasn't a problem with the navigation experience itself. It's more about what us advertisers did after getting that navigation experience. Alright, with that, let's jump into the actual content. Let's hit it.
So first off, you need to understand what the different ad formats on LinkedIn are. It's the whole class of ad formats that are pushed right to your messaging box. Rather than being seen somewhere else on LinkedIn. These are called Sponsored Messaging. And there are two different kinds of ad formats that fit underneath that umbrella, we have Message Ads, which used to be called Sponsored InMail. And then we have Conversation Ads, which are one of LinkedIn's newest ad formats. And it's that choose your own adventure kind of chat bot experience. And the way that they work is they show up directly inside of your message box when you're on LinkedIn. And the only way for you as an advertiser to pay is to pay per send. Now LinkedIn is only going to send these to people who are actively logged in. So thank goodness, you're not going to be paying for all of those inactive users who haven't opened their message box in a year or more. Now, I did get to use the message ads format back when it was Sponsored InMail back before it even came to Campaign Manager, it was when you used to have to work directly with a LinkedIn rep. And here's what it was like it was probably the worst investment I've ever made. It cost $3 per person you sent to. And so it landed in a bunch of inactive accounts. When I ran these years and years and years ago, it was, like I said, the worst investment that I ever mad and we promptly stopped as soon as we saw that there was just nothing good coming from these. But thank goodness back in November of 2016. It was released as an ad format that you could access within Campaign Manager. And as soon as they did that, they made it so it could only show up when someone was
Show Resources Here were the resources we covered in the episode:
Announcement about the left-hand navigation being reverted
Offers Epsiode
NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox
Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.
Show Transcript LinkedIn Sponsored Messaging, Message Ads, Sponsored InMail, Conversation Ads. These are the ad formats on LinkedIn that are most confusing, and also intriguing to advertisers. I'm about to demystify them on this episode of the LinkedIn Ads Show.
Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox.
Hey there LinkedIn Ads fanatics. For years, I've been getting questions about the sponsored messaging ad formats on LinkedIn. And honestly, I've been waiting a long time to do this episode, I was waiting until I found a whole bunch of success with these ad formats. And honestly, I've been really disappointed. I was hoping to find a formula for what always works. But I've collected all of the opportunities for success that I've been able to find on this episode. And I'm excited to finally share them with you. First off in the news, LinkedIn has a little message across the top of every account that says we've temporarily changed the design of our navigation menu, learn more. You can click there to see the note in the Help section of LinkedIn, or just look in the show notes down below, I've linked to it there. And what they've explained is they've reverted the new left hand navigation experience that was released just in the last handful of weeks. And it's been temporarily reverted back to the old top navigation experience. I reached out to a contact at LinkedIn and I got the inside scoop. It turns out, they didn't revert it because of any bugginess or anything like that. It was actually the second order effects of it. They noticed that the new experience adversely affected advertiser behavior on the platform. I won't go any deeper into that. But just I expect that after they make some minor adjustments or improvements, we'll get it back, there wasn't a problem with the navigation experience itself. It's more about what us advertisers did after getting that navigation experience. Alright, with that, let's jump into the actual content. Let's hit it.
So first off, you need to understand what the different ad formats on LinkedIn are. It's the whole class of ad formats that are pushed right to your messaging box. Rather than being seen somewhere else on LinkedIn. These are called Sponsored Messaging. And there are two different kinds of ad formats that fit underneath that umbrella, we have Message Ads, which used to be called Sponsored InMail. And then we have Conversation Ads, which are one of LinkedIn's newest ad formats. And it's that choose your own adventure kind of chat bot experience. And the way that they work is they show up directly inside of your message box when you're on LinkedIn. And the only way for you as an advertiser to pay is to pay per send. Now LinkedIn is only going to send these to people who are actively logged in. So thank goodness, you're not going to be paying for all of those inactive users who haven't opened their message box in a year or more. Now, I did get to use the message ads format back when it was Sponsored InMail back before it even came to Campaign Manager, it was when you used to have to work directly with a LinkedIn rep. And here's what it was like it was probably the worst investment I've ever made. It cost $3 per person you sent to. And so it landed in a bunch of inactive accounts. When I ran these years and years and years ago, it was, like I said, the worst investment that I ever mad and we promptly stopped as soon as we saw that there was just nothing good coming from these. But thank goodness back in November of 2016. It was released as an ad format that you could access within Campaign Manager. And as soon as they did that, they made it so it could only show up when someone was
24 min