LinkedIn is rolling out a new messaging-based ad format, called Conversation Ads, ideal for B2B marketers who want to turn conversations into conversions.
As more and more people start to have personal conversations on LinkedIn, the professional social network is introducing a new ad format that takes advantage of this, letting businesses interact with their prospects through messaging.
The new Conversation Ads format builds on LinkedIn’s Message Ads offering – formerly known as Sponsored InMail – allowing advertisers to create a “choose your own path” experience and create “full-funnel campaigns” using various custom calls-to-action – product education, webinar sign-ups, and even ebook downloads.
According to the announcement of the new ad format earlier this week, “Conversation Ads include a variety of options to help you serve more personalized content based on where your prospect is in the customer’s journey. These ads are designed to help your prospects and customers access the content and offers most interesting to them instantly, driving higher-quality engagement for you.”
Advertisers are able to use Conversation Ads with other LinkedIn advertising features, such as Lead Gen Forms and Conversion Tracking, allowing them to turn conversations into conversions.
The new format is designed for real-time engagement, therefore messages can only be sent when a user is actually active on LinkedIn. Conversation Ads will be particularly useful for B2B marketers as they concentrate on turning their conversations with leads to conversions.
Conversation Ads are currently rolling out globally as a public beta over the next few weeks and will be available to all advertisers in all languages.