I have always had an affinity for using LinkedIn since it first rolled out years ago (and promoting the use of it to others). Once the Advertising platform was released, then it became an even more valuable tool for B2B marketers. By combining the organic posting content options with the rich targeted data for Sponsored ads, this social network became a very powerful source of lead generation when used correctly. I say correctly, because many advertisers either don’t invest the time and resources to regularly post engaging and informative organic content to a well-built following … OR, when running a paid campaign within the channel, they have unrealistic expectations (either volume of leads, wrong KPI given level of funnel it really is or improper budget).
LinkedIn has an ad format very similar to Facebook (Meta) Messenger Ads, which is typically used for a B2C audience. This expands the opportunities for marketers to tap into lead generation on LinkedIn with a very refined audience (based on your desired targeting and associated “selects”).
LinkedIn’s “Conversation Ads” reminds me of when I was a child and read books which allowed the reader to create their own adventure or story flow.
To do this for the reader/user, the advertiser must invest time upfront to craft different relevant scenarios which make sense and will encourage engagement. As you can see from the diagram below, if these preliminary steps aren’t taken (customized ad templates created within the platform) then you run the risk of mid-experience abandonment, or poor engagement and lack of campaign success.
Conversation Ads offers tremendous potential to scale your business with highly targeted leads, for any stage of the buyer or decision-making journey. MoreVisibility has seen great success leveraging this channel for our B2B clients, especially in conjunction with other ad campaigns/units running on LinkedIn.
