LinkedIn has added Conversation Ads to its marketing efforts to boost one-to-one conversations between advertisers and customers.
The ad format is built into its Message Ads. Advertisers can now choose their own path to customise digital campaigns. This allows them to add call-to-actions including webinars, ebook downloads and product educational content.
“By turning ad engagements on LinkedIn from one-sided messages to two-sided conversations, Hired saw a big uptick in quality candidates entering the system,” explained Chase Gladden, growth marketing manager at Hired. “The clickthrough rate was almost 5X higher than what we’d seen previously, which goes to show the level of engagement is pretty wild when you’re able to provide multiple opportunities to click.”
Conversation Ads can also be used in conjunction with lead generation forms and conversion tracking.
They are only available in real-time or when a prospect is logged into LinkedIn.
Conversation Ads will roll out for beta testing over the coming weeks.