How to Set Up Messaging Ads

February 27, 2019

So, you’ve come to the exciting conclusion that you’d like to try Sponsored InMail, LinkedIn’s messaging ad format. You’re probably wondering how to get started, so we’re here to help! You can also follow along using this short instructional video.   

To start off, you’ll want to log onto your Campaign Manager account and click “Create Campaign.”

Next, select your objective. Message ads can be found under “Website Visits” or “Lead Generation”. For the purposes of this demo, I’ll be selecting “Website Visits”.

Then you’ll build your audience, select language, and add your target locations. If you want to select a saved audience, you can choose to do that now. If not, you’ll build your audience here in Campaign Manager.

You’ll see that, as you add this information, the forecasting tool on the right will update to show you how much you’ll be spending for your current selection of targeting criteria.

Below targeting, you’ll see a list of available ad formats which have been generated based on your campaign objective. Select “Message Ad.” If you want your message ad to be shared with the LinkedIn Audience Network, be sure to check the box you see here. If not, you’ll want to build your budget and schedule.

You have the option of setting a daily budget, or total budget. I’m going to set this as Total Budget for this demo. Then I’ll enter my budget, and select my schedule. I’m going to run this particular message ad until I finish spending up my budget, but, if you had a specific end date in mind, you could select the other button and specify your dates. At this point, you can see an estimate for daily spend, weekly spend, and 30-day spend based on the budget and timelines you set in the forecast.

Now, there are two more things to note on this page. The first is the dropdown for bid type. As you can see here, my dropdown defaulted to Maximum Cost per Send Bid. The other thing to note is the Bid Amount, which is the bid per email sent. The suggested amount auto populated, but you can change this amount if you choose to.

From here, you can add Conversion Tracking if you’d like. (LinkedIn Conversion Tracking enables you to track events such as website visits to help you gauge the impact your Messaging Ads are having). If you choose not to use Conversion Tracking, you’ll click “Save & Next.”

Next, you’ll click on “Create New Ad."  

You’ll name your ad and select a sender here. Senders who are already approved will be listed, but, if you don’t see the right person listed, click “add sender” and enter their name. Click on their profile and hit “send request.” The desired sender will need to approve the request via their LinkedIn inbox, and, when they do, you both will both receive a confirmation. To make sure they are aware the request has been sent, we recommend sending them an email or note. (One thing to note here is that they’ll need to be a first degree connection with you on LinkedIn).

Once you’ve selected a sender, you can move on to the next step. Hit the “Message” dropdown and add your subject and message content. As you’re building out your messaging, be sure to enter in macros to make the content feel more personalized to the recipient. You can also leverage your custom footer, and use a short but clear call to action that is anywhere from one to three  words. Also be sure to include a landing page URL, and use the slot for a 300x250 pixel image. Leaving that image slot open means another company’s ads can appear there, so a best practice is to always use that space.

Now that you’ve finished your first creative, continue building as many Sponsored InMail creatives as you’d like to include in this campaign by repeating the same steps.

Once you’ve finished building out your Sponsored InMail campaign, you’re all set! Go ahead and launch your Sponsored InMail when you’re ready.

To learn more about Sponsored InMail, LinkedIn’s Messaging Ads format, visit the LinkedIn Sponsored InMail microsite.

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