What if your ads didn't feel like ads, but instead felt like real conversations?
Conversation Ads let you engage your audience with 1-to-1 messages sent directly to their LinkedIn Messaging inbox...with interactive, choose your own path experiences.
Let's see how to set one up!
In Campaign Manager, start by clicking 'Create Campaign.'
After you name your campaign, select your objective - such as lead generation, website visit, or website conversions - depending on what you want to drive.
For this example, we'll go with lead generation.
Next, you'll select the campaign schedule, which is the dates you want the campaign to actually run.
Then, you'll fill out your campaign ad set details such as the audience you want to target.
The next step is to select Conversation as your ad format!
Finally, add your budget and ad-set schedule, then click next.
Select 'Create new ad' to actually set up the Conversation Ad.
After naming the ad, the first step is to select your sender .
This is the person your audience will see delivering the message.
Conversation Ads that are sent from a LinkedIn member have stronger results than messages sent from a company.
It's also best practice to send variations of your ad from different senders based on the message.
There are a few important steps to keep in mind when setting up your sender.
First, the sender must have Account Manager access within the ad account.
If the ad account is claimed by a Business Manager account, the sender must also have admin access in Business Manager.
Next, the sender must be one of your first-degree connections.
And finally, the sender will receive a notification where they'll approve the sender permission request.
Upon approval, they'll automatically be granted viewer access to the associated ad account.
I've selected Leon here to be the Sender of this Conversation ad.
Now because this was a Lead Generation objective, I'll select my Lead Gen form which will be used later on.
Once your sender is set up, it's time to write your intro-message!
When crafting your message, you can either choose from a template, or start with a blank message.
Make sure to keep it conversational and focused on your audience's needs.
Next, you'll add up to five call-to-action buttons, each one guiding your audience to a different next step.
Each button should be mapped to an action.
Here, the first button maps to the Lead Gen Form to capture and convert interest.
The second button leads to a follow up message, which you can edit in the same way as the intro message.
The third is to a website where your audience can learn more.
Adjusting these call-to-action buttons is how you build out your conversation flow!
One thing to keep in mind, the not interested button is always the last option by default.
Once you've linked each button to a destination, you're ready to create your Conversation Ad.
Conversation Ads turn messaging ads into quality conversions, helping you engage, qualify, and convert your audience through a choose-your-own-path experience.