• Sponsored Messaging (previously known as Sponsored InMail) lets you directly advertise to Linkedin members in their inboxes.
• 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.

3.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.

4. 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.

5. 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 to talk about your products, services, and brand.

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

6. 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.

7. 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.

8. 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: the 45-character limit on ads leading to a destination URL; the 30-character limit on ads with a Lead Gen Form CTA.

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