LinkedIn has steadily increased the variety of its ad formats in recent years in order to offer its business customers an ideal advertising platform. This blog post deals with the formats currently available and explains what they can be used for. In a second blog article, we have already covered campaign objectives and target group creation.
As soon as the target group has been defined in the LinkedIn Campaign Manager, it is time to choose the ad format. LinkedIn provides a customized selection for each selected campaign objective. This means that only one ad format can be selected that makes sense in relation to the objective of the overall campaign. The following ad formats are offered by LinkedIn:
Single Image Ad
A single image ad makes it possible to sponsor a newly created company update or to recycle existing content. The “Search existing content” button in the LinkedIn Campaign Manager can be used to select a post from existing content on the company page in order to promote it beyond your company followers. If a new update is planned, this can also be easily created in the LinkedIn Campaign Manager. If appropriate, one of the ready-made call-to-action options should definitely be selected. It is recommended to use rich media content (e.g. a link that leads directly to the company website) for the sponsored content, as this achieves the highest interaction rates.
Carousel Image Ad
The Carousel Image Ad makes it possible to advertise an introductory text with several elements in image form. Between 2 and 10 images can be used with a headline and link. By linking up to 10 elements individually, different parts of the company, different services, different products, current events or a mixture of all of these can be advertised, for example. If the goal of lead generation has been selected, it is also possible to link a Lead Gen Form. However, once a Lead Gen Form has been linked, all elements will redirect to it. If only one target URL is to be linked, this can also be set up.
Video Ad
The video ad is similar to the single image ad. Existing content can also be sponsored here or a new company update can be created in the LinkedIn Campaign Manager. The only difference between the two ads is that the video ad advertises a video instead of an image. Also use one of the ready-made call-to-action options here to better achieve your set goal. If the campaign objective of lead generation has been selected, the call-to-action can redirect to a lead gen form. In the case of a video ad, the sponsored content should be adapted to the desired goal and be relevant to it. The video should also be short and substantial so that it has the best chance of achieving high interaction rates.
Text Ad
These ad formats are displayed on the desktop page in text form with a small image in the right-hand column, at the top as a small banner (without image) or as a large banner on the LinkedIn desktop page. The position in which the ad is placed depends on the outcome of the auction process. The text ads allow users to be redirected to the company website, a selected landing page or the company page on LinkedIn. These ads offer just a few characters to deliver the message to the user. The message should therefore be well planned and a call-to-action should ideally be included.
Spotlight Ad
The Spotlight Ads are displayed to the users of the defined target group in the right-hand column of the desktop page. This dynamic ad format incorporates the user’s profile picture directly into the ad. The ad thus suggests a certain personal closeness to the user and they are more likely to identify with the company. This type of ad is also a strong eye-catcher, as the user’s own profile picture is more likely to catch their eye. Instead of including the user’s profile picture, you can add a background image to your ad. Spotlight ads are particularly suitable for advertising products, services, events or downloads of created company content. With spotlight ads, formulating the right call-to-action is essential, as this is the focal point of the ad. If inspiration is needed to formulate the call-to-action button, this can be obtained from other ad formats, such as image or video ads.
Follower Ad
This ad format is similar in principle to the Spotlight Ad. The Follower Ad is also displayed in the right-hand column of the desktop page, but is also shown to existing followers in addition to the user profiles of the defined target group. For the ad, you can choose from various ready-made ad headlines on different topics or create your own. Depending on whether the user already follows the company page, a call-to-action selected by the user is displayed or, in the case of newly reached users, a request to follow the company page. For existing followers, a link and a call-to-action to a LinkedIn focus page can be set. As with the spotlight ad, the user is addressed directly by first name and the user’s profile picture is positioned next to the company logo. Each display of the ad is also adapted and individualized to the user’s profile.
Message Ad
These ads are displayed directly in the target group’s LinkedIn inbox. This method makes it possible to address potential customers directly. A suitable call-to-action should be included in the message and a suitable landing page should be used. To generate leads directly via LinkedIn, a lead gen form can be attached directly to the message if lead generation is selected. In the campaign report, the interactions of the addressees can be tracked in detail afterwards. A message ad with an interesting subject and a personalized message has a significantly higher chance of being read. The personalization of the message ad is achieved through the use of LinkedIn macros. LinkedIn macros make it possible to address the target group in a personalized way using their name, company, current job title or other personal profile data. The Campaign Manager provides tips on the possible macros and their use in the “Create new ad” screen.
Recommendation: The sender of the message should ideally be a person who represents the company – or better: the advertised topic – as this significantly increases the likelihood of user interaction. In addition, a conversation can take place more easily if the addressed user can contact the sender directly via LinkedIn with further questions (if this is allowed in the profile settings of the sending profile).
Conversation Ad
Conversation ads are a further development of message ads. The basis of this conversation takes place in a kind of customer journey. A message is sent to the target group, at the end of which each recipient is presented with several options in the form of call-to-action buttons. Based on their own interests, the user can make a decision for one of up to five buttons. Each of these decisions either provides a new screen with further decision options or redirects the user to the stored website, an event page or a landing page. Along this path, several options for conversions should be integrated so that the customer is successfully acquired.
For example, users can be prompted to
- to get in touch with the company,
- register for a newsletter,
- to follow the company website,
- or request a consultation.
Furthermore, this tool is very well suited for a survey among highly qualified users. The user-selected buttons can be used to determine the interests of the target group and record wishes. LinkedIn provides various target-related templates for creating this type of ad.
Job advertisements Ad
Do you need to fill one or more vacancies in your company? Then the Ad job ad is the right choice. The job ad to be advertised is displayed to users on desktop devices and addresses them directly by name. The user’s profile picture can also be integrated into the ad, as this makes it more eye-catching. LinkedIn provides you with some ready-made addresses via dropdown, but a user-defined one can also be created. This direct approach to the potential applicant suggests a certain proximity to the company and increases the likelihood of a click on the ad.
Single Job Ad
Single Job Ads are used to search for suitable applicants for advertised positions in the company. A specific job is advertised, which then appears as native content in the newsfeed of the target group. It is important to remember that the single job ad is similar to a regular company update and should therefore attract the user’s attention. In order to place a single job ad, the job advertisement to be advertised must already be created on LinkedIn.
Conclusion
The multitude of options offered by LinkedIn Ads can be somewhat confusing at first. However, it helps a lot that after selecting the campaign objective, LinkedIn already sorts out the formats that would not be conducive to the ad campaign. Which format is ultimately selected for the campaign depends heavily on the available resources and the exact purpose of the campaign.
However, you should not shy away from dynamic ad formats or the more complex Conversation Ad, as these are particularly effective with end consumers.
If you were interested in this article, you may also be interested in our article on LinkedIn campaign goals and target groups.
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