Conversation ads

Last updated: 1 week ago

As an advertiser, you can use conversation ads to start a conversation with professionals and business decision-makers through LinkedIn Messaging on both desktop and mobile devices. Conversation ads are a form of native advertising displayed to members through LinkedIn Messaging based on the target audience you create.

Important to know

Starting mid-October 2024, LinkedIn supports European Union (EU) targeting for Sponsored Messaging conversation and message ad campaigns. Only EU members who agreed to receive Sponsored Messaging ads in their LinkedIn inbox will experience this change.

How conversation ads work

With conversation ads, you can set up multiple call-to-action (CTA) buttons that link to your landing pages, open a LinkedIn Lead Gen Form, and encourage engagement with more information in the next message. The prepopulated responses to their selections are determined through a message decision tree you create.

Important to know

We’re gradually releasing a Not Interested call-to-action (CTA) button for conversation ads, and you might not have access to it at this time. The feature will also be gradually released to members. The Not Interested CTA button is required and automatically added to the intro message of a new conversation ad or when you edit or duplicate an existing conversation ad. If you have five CTAs in an existing conversation ad, you’ll be prompted to remove one to accommodate the required Not Interested CTA.

The first CTA button is displayed at the bottom of the screen and remains visible as members scroll through the message. As members engage further and click more CTA buttons, the first button of the latest message is displayed and remains persistent at the bottom of the screen.

To ensure members see relevant ads and to improve their member experience, a Not Interested CTA button is automatically added to the intro message of a new conversation ad and an edited or duplicated existing conversation ad. When a member clicks the Not Interested CTA button, they can either delete or archive the conversation ad. LinkedIn will also minimize the amount of times a member sees an ad from that campaign. 

Important to know

We’re gradually releasing the persistent CTA button as part of the member experience, and you might not have access to it at this time. The persistent CTA button isn’t available for iOS.

Conversation ads are charged by cost per send (CPS) and are available under five objectives in Campaign Manager:

  • Brand awareness

  • Website visits

  • Engagement

  • Lead generation

  • Website conversions

Considerations

Some considerations to be aware of when using conversation ads are:

  • Conversation ads might appear to be sent from a company or a LinkedIn member’s profile, as ads will appear in Messaging with the Sponsored label. 
  • When using the website visits campaign objective, you must have at least one CTA button leading to a landing page.
  • With the lead generation campaign objective, one of your CTA buttons must click to open a Lead Gen Form. Only one Lead Gen Form can be linked per ad creative.
  • A Not Interested CTA button is required and automatically added to the intro message of a new conversation ad or when you edit or duplicate an existing conversation ad. If you have five CTAs in an existing conversation ad, you’ll be prompted to remove one to accommodate the required Not Interested CTA.
  • To maintain the member experience and help your ads reach members in your target audience in a timely manner, we strictly control the number of times a member can receive Sponsored Messaging within a given time period. As a result, it’s unlikely the same member will receive your ad twice within a short period of time.
  • To provide a relevant experience for our members, conversation ads received by individuals in your target audience are automatically moved to their Archived Messages folder between 20 and 40 days after receiving the message. Members can still access your message from their Archived Messages folder. 
  • You can measure the performance of your advertising campaign with engagement metrics. Compare the number of button clicks received for each action in your conversation ad with the Conversation Ad Flowchart.

Related tasks

Learn more

Learn more about campaign objectives

People also viewed