{"id":716,"date":"2022-01-14T12:29:04","date_gmt":"2022-01-14T12:29:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/14\/linkedin-conversation-ads-how-to-improve-your-lead-flow\/"},"modified":"2022-01-14T12:29:04","modified_gmt":"2022-01-14T12:29:04","slug":"linkedin-conversation-ads-how-to-improve-your-lead-flow","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/14\/linkedin-conversation-ads-how-to-improve-your-lead-flow\/","title":{"rendered":"LinkedIn Conversation Ads: How To Improve Your Lead Flow"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><span style=\"font-weight: 400;\">We know how important it is to have a consistent flow of leads to your business. We also know that any way you can increase the volume or quality of them is also a huge win. Using LinkedIn is a great way to access niche business and corporate audiences, but sometimes you can get lost amongst the noise. With LinkedIn conversation ads, you cut through that noise in a tactical, and cost-effective way, whilst improving lead volume. <\/span><\/p>\n<h2>What are LinkedIn conversation ads?<\/h2>\n<p>LinkedIn conversation ads are message-based ads that allow you to use a more personalised <a href=\"https:\/\/www.hallaminternet.com\/paid-search\/paid-social\/\">paid social<\/a> ad to drive direct action. As a native ad \u2013 and thanks to the less-invasive nature of the format \u2013 the chances of conversion tend to be much higher than conventional lead ads or InMail ads.<\/p>\n<h2>What are the benefits of LinkedIn conversation ads?<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Multiple calls to action (CTA) are permitted\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase lead volume due to variety of CTAs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalisation levels allow you to reference user information\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increased click-through rates (CTRs) due to improved personalisation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ability to use them at all stages of the customer funnel\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Low cost-per-send (CPS)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost-per-lead (CPL) often reduces due to lower CPS, and higher chance of completion rate\u00a0<\/span><\/li>\n<\/ul>\n<h2>How do they differ from standard LinkedIn message ads?<\/h2>\n<p>Whilst LinkedIn <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/conversation-ads\" target=\"_blank\" rel=\"noopener\">conversation ads<\/a> may sound similar to standard <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/message-ads\" target=\"_blank\" rel=\"noopener\">message ads<\/a>, the key difference is the ability to set up pre-determined responses based on a decision tree. This means that a customer or prospect can be qualified and directed to the correct place without any extra work.<\/p>\n<p>We tend to see a 100-200% increase in open rates for conversation ads vs. lead ads, with a three-times higher click-through rate (CTR).<\/p>\n<h2>How do we set up LinkedIn conversation ads?<\/h2>\n<p>Setting up LinkedIn conversation ads is easy, just follow these steps.<\/p>\n<h3>1. Set up your campaign and its objective<\/h3>\n<p>As with any other ad format on LinkedIn, you would first need to create a Campaign Group and within that, a Campaign. It is important to note that LinkedIn conversation ads are only available with the following objectives:<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Brand awareness<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Website visits<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Engagement<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Lead generation<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Website conversions<\/li>\n<\/ul>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64754 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective.png\" alt=\"Selecting LinkedIn ad objective\" width=\"854\" height=\"286\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective.png 854w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective-480x161.png 480w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective-180x60.png 180w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective-768x257.png 768w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective-280x94.png 280w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/1-LinkedIn-Objective-640x214.png 640w\" data-sizes=\"auto, (max-width: 854px) 100vw, 854px\"\/>Please note, if you\u2019re choosing the website visits objective, there must be at least two CTA buttons leading to a landing page. If you\u2019re choosing the lead generation objective, one of the CTA buttons must open a lead generation form.<\/p>\n<p><span style=\"font-weight: 400;\">For this blog, we\u2019ll opt for lead generation, given we want to drive as many new leads as possible.\u00a0<\/span><\/p>\n<h3>2. Set up your targeting and format<\/h3>\n<p><span style=\"font-weight: 400;\">As usual, you\u2019d select all of your usual targeting here, including location and audience attributes. You can select any of the usual audience types here, including job titles, job functions, retargeting, list uploads etc. There are no limitations based on the ad format.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now we simply need to select \u2018Conversation ad\u2019 from the Ad format selector.<\/span><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64755 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format.png\" alt=\"Selecting LinkedIn ad format\" width=\"814\" height=\"188\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format.png 814w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format-480x111.png 480w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format-180x42.png 180w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format-768x177.png 768w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format-280x65.png 280w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/2-Ad-Format-640x148.png 640w\" data-sizes=\"auto, (max-width: 814px) 100vw, 814px\"\/>Please note, as this is a messaging-based format, you cannot run conversation ads on the <a style=\"background-color: #fefefe;\" href=\"https:\/\/www.linkedin.com\/company\/hallam\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a> Audience Network.<\/p>\n<h3>3. Set your budget and bidding<\/h3>\n<p><span style=\"font-weight: 400;\">Next, we need to set our budget and bidding. Depending on your audience size, we would recommend using different budgets, with a daily budget for larger audiences, and a lifetime budget for smaller, more niche audiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is partially due to the fact that there is a <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/sponsored-messaging\" target=\"_blank\" rel=\"noopener\">sponsored messaging<\/a> frequency cap of 1 ad per 45 days. So if your audience is small and you\u2019re not hitting your daily budgets, it\u2019s likely because the audience volume just isn\u2019t there.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, given we have a large, broad audience, we\u2019re going to set a daily budget and set our bid on the low end of the recommended threshold to begin with. We can always increase it later if we aren\u2019t hitting the caps.<\/span><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64771 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image.png\" alt=\"LinkedIn conversation ad conversion tracking\" width=\"813\" height=\"242\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image.png 813w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-480x143.png 480w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-180x54.png 180w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-768x229.png 768w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-280x83.png 280w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-640x191.png 640w\" data-sizes=\"auto, (max-width: 813px) 100vw, 813px\"\/>Please note, due to recent changes in legislation across the EU, LinkedIn no longer permits the use of conversation ads or message ads anywhere within the European Union. You are still able to run them in non-EU territories (including Great Britain, given it is no longer an EU member state post-Brexit). LinkedIn has advised that new conversion objectives will be released in the future in an attempt to bridge the gap left in the EU, and we\u2019ll follow up on this when more information is released.<\/p>\n<h3>4. Set up your tracking<\/h3>\n<p><span style=\"font-weight: 400;\">Finally, set up your <a href=\"https:\/\/www.hallaminternet.com\/linkedin-conversion-tracking\/\">LinkedIn conversion tracking<\/a> (remember, you can track multiple leads, conversions and website events here) before we move on to ad creation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is done by simply selecting the relevant conversion. You are, as with all LinkedIn campaigns, able to add or remove these at a later date if your conversions need to change.<\/span><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64771 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image.png\" alt=\"LinkedIn conversation ad conversion tracking\" width=\"813\" height=\"242\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image.png 813w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-480x143.png 480w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-180x54.png 180w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-768x229.png 768w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-280x83.png 280w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/image-640x191.png 640w\" data-sizes=\"auto, (max-width: 813px) 100vw, 813px\"\/><\/p>\n<h2>5. Creating your conversation<\/h2>\n<p><span style=\"font-weight: 400;\">Next is to name your ad and choose who in your company should be the face of this particular ad \u2013 the sender. This might sound like a small detail but can actually have a big impact based on the end goal and targeting you\u2019ve set. Try to link the sender to the product or lead.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite the banner creative being optional, we\u2019d always recommend adding it if you have a 300x250px creative as it will reserve your ad space in the auction for you. Here, you\u2019ll also select the relevant lead gen form that you\u2019re wanting to use.\u00a0<\/span><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64758 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/4-Sender.png\" alt=\"Adding in LinkedIn ad basic information\" width=\"564\" height=\"624\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/4-Sender.png 564w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/4-Sender-434x480.png 434w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/4-Sender-163x180.png 163w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/4-Sender-280x310.png 280w\" data-sizes=\"auto, (max-width: 564px) 100vw, 564px\"\/><span style=\"font-weight: 400;\">There are multiple pre-determined templates available to you based on different goals, all of which can be individually edited \u2013 or you can set up your own format.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64759 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/5-Conversation-Templates.png\" alt=\"Selecting LinkedIn ad template\" width=\"549\" height=\"865\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/5-Conversation-Templates.png 549w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/5-Conversation-Templates-305x480.png 305w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/5-Conversation-Templates-114x180.png 114w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/5-Conversation-Templates-280x441.png 280w\" data-sizes=\"auto, (max-width: 549px) 100vw, 549px\"\/><span style=\"font-weight: 400;\">As we\u2019re wanting to drive leads, we\u2019ll select the \u2018Asset Downloads\u2019 template, and amend it as necessary. As time goes on, you can set up your own template that works for your goal and change, add or remove as many messages and responses as you need.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We now need to edit the introductory message and set up some steps in our decision tree. Again, as we\u2019ve selected a template, there will be some pre-filled here, so all you would need to do is to tweak any messaging, CTAs and any relevant URLs.\u00a0<\/span><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64760 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/6-Introduction-Message.png\" alt=\"Building LinkedIn conversation ad campaign\" width=\"559\" height=\"794\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/6-Introduction-Message.png 559w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/6-Introduction-Message-338x480.png 338w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/6-Introduction-Message-127x180.png 127w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/6-Introduction-Message-280x398.png 280w\" data-sizes=\"auto, (max-width: 559px) 100vw, 559px\"\/><span style=\"font-weight: 400;\">We would always recommend setting up your decision tree before you start building your ad. This way you can map all of the different potential responses, what CTAs you\u2019ll use and what conversions, leads or landing pages you\u2019ll need in advance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you\u2019re building out your conversation ad, there\u2019s also a very handy \u2018View Flowchart\u2019 button that lets you see a top-down view of the full sequence.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"wp-image-64762 size-full aligncenter\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/8-Flowchart.png\" alt=\"LinkedIn conversation ad flowchart\" width=\"450\" height=\"758\" data-srcset=\"https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/8-Flowchart.png 450w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/8-Flowchart-285x480.png 285w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/8-Flowchart-107x180.png 107w, https:\/\/www.hallaminternet.com\/wp-content\/uploads\/2022\/01\/8-Flowchart-280x472.png 280w\" data-sizes=\"auto, (max-width: 450px) 100vw, 450px\"\/><span style=\"font-weight: 400;\">Time to create your ad and set your campaign to serve!\u00a0<\/span><\/p>\n<h2>Top Tips for LinkedIn conversation ads<\/h2>\n<ol>\n<li><span style=\"font-weight: 400;\">Rotate your senders. Try different people for different audiences, or even different people for the same audience. You can even test sending LinkedIn conversation ads from your company profile. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If you\u2019re using lead forms, make sure you have a \u2018Lead Form Opens Matched Audience\u2019 set up so that you can retarget non-submissions.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Remember to A\/B test your introductory message, creatives used, as well as some of the CTAs. Just because there\u2019s a 45-day frequency cap, doesn\u2019t mean ad fatigue won\u2019t happen.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make sure you remember to add UTM parameters to any lead forms or external site landing page links in your CTAs.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mix things up. Try out one conversation ad template and decision tree for cold prospecting audiences and another for warmer retargeting prospects.\u00a0<\/span><\/li>\n<\/ol>\n<h2>Confused? Don\u2019t be \u2013 talk to us.<\/h2>\n<p>We hope you found this blog about LinkedIn conversation ads useful. If you would like some further information or advice, our paid social experts can help to perfect your social advertising activity.<\/p>\n<hr\/>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.hallaminternet.com\/linkedin-conversation-ads\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>We know how important it is to have a consistent flow of leads to your business. We also know that any way you can increase&#8230;<\/p>\n","protected":false},"author":1,"featured_media":717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>LinkedIn Conversation Ads: How To Improve Your Lead Flow - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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