Since their introduction, LinkedIn Message Ads have become a popular choice for B2B marketers looking to generate leads and drive conversions. LinkedIn Message Ads are a form of targeted paid content that appear in a user’s LinkedIn inbox. They allow advertisers to send personalised messages to their target audience, making them an effective way to reach decision-makers and generate (or even convert) leads.
As they are a form of paid advertising, or sponsored advertising, there is a cost associated with using LinkedIn Message Ads. Determining this cost is a little more complex however, due to the nature of the auction system used. Similar to a Google Ads auction, LinkedIn uses an ads auction where bids can be placed, and Message Ads that win their auction will then be delivered to their target audience members. The advertising budget will determine the size of bids being placed for Message Ads and this further complicates the ability to quantifiably assess whether they’re worth investing in.
How exactly do they work?
Advertisers can create a personalised message that includes a call-to-action (CTA), such as downloading an ebook or signing up for a webinar. The message can also include a link to the advertiser’s website or landing page. There is a surprisingly large capacity for creativity with LinkedIn Message Ads, predominantly thanks to the Campaign Manager. This is where you can manage senders (the account that the message is being sent from), the content, custom fields and even Lead Gen Forms.
Once the LinkedIn Message Ad is created, it will appear in the target audience’s LinkedIn inbox as a personalised message. The message will include the advertiser’s name and profile picture, making it look like a personal message. The recipient can then choose to engage with the ad by clicking on the CTA or visiting the advertiser’s website. Due to the personal nature of the messages, there’s a greater chance of someone engaging with it.
However, as with most platforms, users are becoming more aware of automated advertisements disguised as personable ones. Sponsored advertisements are becoming much easier to spot and in a day and age where being personable is becoming increasingly important, the effectiveness of automated ads may start to dwindle. Furthermore, there are a lot of options and tools supporting Message Ads in order to give advertisers as much control over their campaigns as possible, so it’s safe to say that they still require a lot of knowledge and strategy to be effective.
The Key Benefits
One of the key benefits of using them is that they have a high open rate, sitting at an average of 55%, suggesting the ads being sent are relatively likely to be opened and seen, especially when compared with other advertising methods. LinkedIn Message Ads allow advertisers to send personalised messages directly to their target audience, which can help to build relationships, establish trust, and perhaps most importantly, boost those open rates.
Another benefit of LinkedIn Message Ads is their targeting capabilities. Advertisers can target their message based on a variety of criteria, including job title, company size, industry, and location. This targeting can help to ensure that the message is reaching the right audience and increase the chances of conversion.
How effective are LinkedIn Message Ads?
The cost-effectiveness of LinkedIn Message Ads depends on several factors, including the advertising budget, target audience, and campaign objectives. LinkedIn Message Ads tend to be more expensive than other forms of advertising on LinkedIn, such as Sponsored Content or Sponsored InMail. However, they can also be more effective at generating leads and driving conversions.
To assess the cost-effectiveness of LinkedIn Message Ads, advertisers should consider their goals and objectives for the campaign. If the campaign is designed to generate high-quality leads or drive conversions, then LinkedIn Message Ads may be worth the investment. On the other hand, if the campaign is designed to increase brand awareness or engagement, then other forms of advertising on LinkedIn may be more cost-effective.
So… Are they worth the investment?
LinkedIn Message Ads can be a highly effective way for B2B marketers to generate leads and drive conversions. Their high open rate and personalised messaging capabilities make them a powerful tool for reaching decision-makers and building relationships. However, they can also be more expensive than other forms of advertising on LinkedIn, making it important to assess their cost-effectiveness based on campaign objectives and budget. When assessing the effectiveness of LinkedIn Message Ads, it’s important to track key metrics such as click-through rate, conversion rate, and cost per conversion. So, when done correctly, LinkedIn Message Ads can certainly be highly effective and worth the investment. Find out more here about how LinkedIn can be an excellent choice for B2B marketing.
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