Sync Conversation and Sponsored Ads to Slash CPL

Conversation Ads are a great way to break out of the mold in a highly competitive industry.

Here are a few tips that can help you get some great results:

✅ Customize the message

- The more personalized you make the message, the less spammy

- Making variations of “Hello %FIRSTNAME%” is key 

- Mention how you reviewed their profile and/or were impressed with their work experience. Because of that review, you felt it was important to reach out

✅ Add Images

- Banner creatives and a screenshot of asset cover page included in the body of your conversation ad are great additions to help customize the experience.

✅ Utilize Lead Gen Forms

- Lead generation forms are a great way to decrease friction for the conversion. They are autofilled with the prospects information. You can even ask the lead to provide a business email vs a personal email

✅ Run in unison with Sponsored Content Ads

- You can run Conversation Ads by themselves without Sponsored Content Ads. However, to really see a reduction in your CPLs, running conversation ads in unison with Sponsored Content Ads can help you capture a prospects attention. From my experience, eventually you will start to look at Sponsored Content Ads as the brand awareness campaign and conversation ads as the true conversion driver.

😇 Extra Credit:

✅ Retargeting Audience Capabilities: - A “newish” retargeting capability within LinkedIn now allows you to be able to retarget Conversation Ad opens and CTA clicks within the ad. Remember, it can be difficult to evaluate the intent within a LinkedIn Conversation Ad. Are they opening it because you sent it or because they are clearing out their inbox?

✅ Spotlight ads:

- A great ad format to use to get a TON of impressions with a relatively low cost. I have seen campaigns where I have run a Spotlight Ad and have over 50,000 impressions from enterprise target accounts for under $20.

❗As digital marketers, we need to start approaching our platforms from a holistic experience for the prospect. Conversation Ads can help you stand out amongst the crowd❗

Feel free to like and share the LinkedIn post where this blog originated from.