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LinkedIn Ads Growth Essentials
Drive conversions at scale to grow your business
Get the results you want
Accelerate campaign performance and increase conversions by using the below key features.
- Conversions API
- Predictive Audiences
- Sponsored Messaging
- Document Ads
Measure conversions wherever they happen and optimize campaign spend.
With Conversions API, you can create a reliable, secure connection between your first-party marketing data and LinkedIn to get a complete view of your ad performance throughout the customer journey.
Collect more signals to drive campaign performance and optimize your investment, while respecting user privacy choices.
Track more conversions: 31% increase in attributed conversions.
Lower costs: 20% decrease in cost per action.
Source: Conversions API beta study across 829 campaigns from July 1 to August 26, 2023
Use Conversions API to:
Pro Tip: Leverage Conversions API data with Predictive Audiences to build high-intent, AI-powered audiences likely to take actions similar to those in your conversion data.
How to get started:
Conversions API is available through LinkedIn Marketing Partners or via direct integration. Decide which path makes most sense for you:
Overview
Use Case
Implementation
Process
Leverage a Marketing Partner
Work with a certified LinkedIn Marketing Partner to set up Conversions API without significant developer resources from your company.
You want a one-time setup and no ongoing resources required from your team.
Typically fast to implement, but can vary and might have potential associated fees.
Direct Integration
Work with your developers to build a direct integration with Conversions API.
You want to own data sharing from start to finish and to customize the integration to your exact needs.
Requires developer resources and ongoing maintenance. Implementation can take two to four weeks (on average).
Pro Tip: Check out the streamlined setup experience for Google Tag Manager and Zapier.
Learn more about Conversions API and how to set it up here.
Conversions API resources
Build high-intent, AI-powered audiences tailored to your business based on your data and engagements across LinkedIn.
Predictive Audiences uses LinkedIn’s AI and your first or third-party data to find an audience likely to perform actions similar to those within your dataset.
Lower costs: Decrease cost per lead by 21%
Based on pilot testers using Predictive Audiences and lead gen objective
Use Predictive Audiences to:
Pro Tip: Maximize ROI performance by providing a data source that best represents the action you want your Predictive Audience to take, such as a lead gen form of demo requests.
How to get started:
Step 1: To create your Predictive Audience, you must have one of the following with a minimum of 300 members:
a. Contact or Company List (CSV template in CMT or third-party data integrations)
b. Lead Gen Form
c. Conversion (Insight Tag, Conversions API, Website Actions)
d. Retargeting
*If you don’t have an audience created yet, upload your contact list, or create a Lead Gen Form or Conversion Audience in Campaign Manager
Step 2: In Campaign Manager, click on “Plan” and then “Audiences”.
Step 3: Click, “Create” and select “Predictive Audience”.
Step 4: Name your Predictive Audience and select your type of data source (Contact list, Company list, Conversion, Lead Gen Form or Retargeting) from the drop down menu.
Step 5: Select the audience from the source dropdown, the geos you want to generate your audience from, and your desired audience size using the slider bar. Then click “Create” to build your Predictive Audience.
Step 6: Once created, your new Predictive Audience will appear in your Matched Audience list and can be applied to any campaign!
Learn more about Predictive Audiences and how to set it up here.
Predictive Audiences resources
Start relevant conversations with your target audience and convert them into quality leads.
Engage your audience with Sponsored Messaging, where professional conversations happen.
Lower costs: On average, achieve up to 50% cheaper cost per lead.
Get results: Get up to 3.6x increase in form completion rates.
Compared to Sponsored Content campaigns, April 2024
Use Sponsored Messaging to:
Sponsored Messaging is available in two formats:
Pro Tip: Use a Lead Gen Form in Message Ads or Conversation Ads to seamlessly collect high-quality leads.
How to get started:
Step 1: Choose your campaign objective. For both formats, you can use Website Visits, Lead Generation, or Website Conversions. For Conversation Ads, you can also select brand awareness.
Step 2: Set up your campaign details including targeting, budget, schedule and bid type.
Step 3: Choose your message ad format, “Message” or “Conversation” based on your campaign goals.
Step 4: Select the sender of the ad, or who the message will come “from”. If Lead Generation is your campaign objective, add your Lead Gen Form to capture high-quality leads.
Step 5: For Message Ads, craft your subject line, message and CTA. Use LinkedIn custom fields to personalize your message. For Conversation Ads, create the conversation flow to drive your desired actions. Include up to five CTA buttons with corresponding actions and response messages.
Step 6: Once you’re ready to launch, hit create and turn the status of the ad to “active”.
Step 7: Optimize Sponsored Messages campaigns based on performance and audience insights in Campaign Manager.
Learn more about Sponsored Messaging and how to set up Message Ads here and Conversation Ads here.
Predictive Audiences resources
Collect high-intent leads and accelerate interest throughout the funnel.
Engage your audience by promoting content-rich documents on or off LinkedIn with Document Ads.
Choose to share your content freely to build awareness, or capture interested leads by gating your document on the LinkedIn feed with a Lead Gen Form.
Increase form submissions: Get up to 2x higher Lead Gen Form completion rates.
Drive more engagement: Achieve up to 3.5x higher engagement rates.
Compared to other Feed formats (April, 2024)
Use Document Ads to:
Pro Tip: Share a preview of your document to generate interest and use a Lead Gen Form to collect high-quality leads at scale.
How to get started:
Step 1: Choose your campaign objective. You can use Document Ads with the Brand Awareness, Engagement, Website Visits, Website Conversions, and Lead Generation objectives. If you plan to gate your document and use a Lead Gen Form, you must select the Lead generation objective.
Step 2: Set up your campaign targeting. Select Document Ad as your ad format, and set your budget, schedule and bid type. If your campaign objective is Lead Generation, your ads will not be eligible to serve on the LinkedIn Audience Network.
Step 3: Hit save and you’re ready to launch!
Step 4: Measure the impact of your Document Ad through document-specific reporting to better understand how your content resonates and track full-funnel performance.
Learn more about Document Ads and how to set it up here.
Document Ads resources
Optimize your ads for results that matter
