{"id":641214,"date":"2024-10-10T15:00:00","date_gmt":"2024-10-10T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/linkedin-message-ads-everything-you-need-to-know\/"},"modified":"2024-10-10T15:00:00","modified_gmt":"2024-10-10T12:00:00","slug":"linkedin-message-ads-everything-you-need-to-know","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/","title":{"rendered":"#LinkedIn Message Ads: Everything you need to know"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a25b59cc6fa8\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a25b59cc6fa8\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Dive_into_the_benefits_setup_process_and_tips_for_running_effective_LinkedIn_Message_Ads_that_convert_your_leads_into_valuable_connections\" >Dive into the benefits, setup process and tips for running effective LinkedIn Message Ads that convert your leads into valuable connections.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#What_are_LinkedIn_Message_Ads\" >What are LinkedIn Message Ads?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#How_can_I_tell_the_difference_between_a_Message_Ad_and_a_regular_message_on_LinkedIn\" >How can I tell the difference between a Message Ad and a regular message on LinkedIn?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Whats_the_difference_between_Message_Ads_and_Conversation_Ads\" >What\u2019s the difference between Message Ads and Conversation Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Are_there_any_restrictions_on_Message_Ads_that_I_should_be_aware_of\" >Are there any restrictions on Message Ads that I should be aware of?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Why_should_I_use_Message_Ads\" >Why should I use Message Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Which_objectives_can_I_use_when_running_Message_Ads\" >Which objectives can I use when running Message Ads?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#How_to_set_up_a_LinkedIn_Message_Ad\" >How to set up a LinkedIn Message Ad<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Best_practices_when_developing_Message_Ads\" >Best practices when developing Message Ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Identify_a_reputable_sender\" >Identify a reputable sender<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Keep_your_subject_line_concise_relevant_and_conversational\" >Keep your subject line concise, relevant and conversational<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Make_sure_the_sender_introduces_themselves\" >Make sure the sender introduces themselves\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Customize_your_message_by_adding_custom_fields\" >Customize your message by adding custom fields<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Keep_your_message_text_below_500_characters\" >Keep your message text below 500 characters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Test_hyperlinks\" >Test hyperlinks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Always_test_your_message_before_you_go_live\" >Always test your message before you go live<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#What_metrics_should_I_look_at_to_evaluate_Message_Ad_performance\" >What metrics should I look at to evaluate Message Ad performance?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Website_visits_objective\" >Website visits objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Website_conversions_objective\" >Website conversions objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Lead_generation_objective\" >Lead generation objective<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/linkedin-message-ads-everything-you-need-to-know\/#Maximize_your_LinkedIn_advertising_with_Message_Ads\" >Maximize your LinkedIn advertising with Message Ads<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Dive_into_the_benefits_setup_process_and_tips_for_running_effective_LinkedIn_Message_Ads_that_convert_your_leads_into_valuable_connections\"><\/span>Dive into the benefits, setup process and tips for running effective LinkedIn Message Ads that convert your leads into valuable connections.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nLinkedIn Message Ads are a powerful tool for B2B marketers looking to directly engage with their target audience.\u00a0<\/p>\n<p>This guide will walk you through everything you should know about Message Ads, from their basic definition to advanced implementation strategies.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-linkedin-message-ads\"><span class=\"ez-toc-section\" id=\"What_are_LinkedIn_Message_Ads\"><\/span>What are LinkedIn Message Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Message ads deliver direct messages to your prospects through LinkedIn Messaging, encouraging action.\u00a0<\/p>\n<p>These ads are native, meaning they\u2019re designed to blend seamlessly with regular LinkedIn messages. They can <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear on both desktop and mobile devices.<\/p>\n<p>Here\u2019s an example of a Message Ad:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"848\" height=\"1128\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Example-of-a-LinkedIn-Message-Ad.png.webp\" alt=\"Example of a LinkedIn Message Ad\" class=\"wp-image-447383\" style=\"width:607px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Example-of-a-LinkedIn-Message-Ad.png.webp 848w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Example-of-a-LinkedIn-Message-Ad-254x338.png.webp 254w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Example-of-a-LinkedIn-Message-Ad-451x600.png.webp 451w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Example-of-a-LinkedIn-Message-Ad-85x113.png.webp 85w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Example-of-a-LinkedIn-Message-Ad-768x1022.png.webp 768w\" sizes=\"(max-width: 848px) 100vw, 848px\"><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>LinkedIn advertising: A comprehensive guide<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-how-can-i-tell-the-difference-between-a-message-ad-and-a-regular-message-on-linkedin\"><span class=\"ez-toc-section\" id=\"How_can_I_tell_the_difference_between_a_Message_Ad_and_a_regular_message_on_LinkedIn\"><\/span>How can I tell the difference between a Message Ad and a regular message on LinkedIn?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you go into the Messaging section of LinkedIn, you can see that some messages have the word <em>Sponsored<\/em> in the preview on the left side. Those are Message Ads.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-what-s-the-difference-between-message-ads-and-conversation-ads\"><span class=\"ez-toc-section\" id=\"Whats_the_difference_between_Message_Ads_and_Conversation_Ads\"><\/span>What\u2019s the difference between Message Ads and Conversation Ads?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Both are forms of sponsored messaging through LinkedIn.\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Message ads consist of a targeted message with a single call-to-action button that drives to a landing page.\u00a0<\/li>\n<li>Conversation ads consist of a targeted message with multiple call-to-action buttons that can drive to a landing page, open a lead gen form or provide more information in follow-up messages.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-are-there-any-restrictions-on-message-ads-that-i-should-be-aware-of\"><span class=\"ez-toc-section\" id=\"Are_there_any_restrictions_on_Message_Ads_that_I_should_be_aware_of\"><\/span>Are there any restrictions on Message Ads that I should be aware of?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes. You cannot target LinkedIn members based in the European Union (EU).\u00a0<\/p>\n<p>If a campaign includes both EU and non-EU targeting, the campaign will deliver to non-EU audiences only.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-why-should-i-use-message-ads\"><span class=\"ez-toc-section\" id=\"Why_should_I_use_Message_Ads\"><\/span>Why should I use Message Ads?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to LinkedIn, they drive higher engagement and response rates compared to traditional email marketing.\u00a0<\/p>\n<p>While Mailchimp\u2019s industry average open rate is 21%, LinkedIn reports an average of 50%.\u00a0<\/p>\n<p>In my experience running multiple Message Ads for an enterprise-level financial services client, I\u2019ve seen an impressive average open rate of 56.69%, closely aligning with LinkedIn\u2019s benchmarks<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-which-objectives-can-i-use-when-running-message-ads\"><span class=\"ez-toc-section\" id=\"Which_objectives_can_I_use_when_running_Message_Ads\"><\/span>Which objectives can I use when running Message Ads?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can only create Message Ads using website visits, lead generation or website conversion objectives. I most often use the Website Visits objective when creating Message Ads.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-set-up-a-linkedin-message-ad\"><span class=\"ez-toc-section\" id=\"How_to_set_up_a_LinkedIn_Message_Ad\"><\/span>How to set up a LinkedIn Message Ad<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To get started, you only need a few things:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>A sender<\/strong>: There is a process for this that I\u2019ll talk about in the next section.<\/li>\n<li><strong>Subject line<\/strong>: 60 characters maximum.<\/li>\n<li><strong>Message text<\/strong>:<strong> <\/strong>1,500 characters maximum.<\/li>\n<li><strong>Call to action (CTA)<\/strong>:<strong> <\/strong>Up to 20 characters.<\/li>\n<li><strong>Image <\/strong>(Optional)<strong>: <\/strong>300x250px banner image.<\/li>\n<li><strong>Custom footer <\/strong>(Optional): This can be a disclaimer or terms and conditions.<\/li>\n<li><strong>Lead form <\/strong>(Optional):<strong> <\/strong>If you selected lead generation as the campaign objective, you\u2019ll need to attach a form to your ad.<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-best-practices-when-developing-message-ads\"><span class=\"ez-toc-section\" id=\"Best_practices_when_developing_Message_Ads\"><\/span>Best practices when developing Message Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Following best practices is essential for driving engagement and conversions with your LinkedIn Message Ads.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-identify-a-reputable-sender\"><span class=\"ez-toc-section\" id=\"Identify_a_reputable_sender\"><\/span>Identify a reputable sender<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Ensure the recipient is already a first-degree connection on LinkedIn. You\u2019ll need to send them a request through the platform, which they must approve.\u00a0<\/p>\n<p>To do this, click the <em>Add a sender<\/em> button when creating your ad, type in their name, select them and then hit <em>Send request<\/em>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"734\" alt=\"LinkedIn Message Ads - Add a sender\" class=\"wp-image-447385\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-600x275.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-800x367.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-200x92.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-768x352.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-1536x705.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"734\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender.png.webp\" alt=\"LinkedIn Message Ads - Add a sender\" class=\"wp-image-447385\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-600x275.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-800x367.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-200x92.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-768x352.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Add-a-sender-1536x705.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-keep-your-subject-line-concise-relevant-and-conversational\"><span class=\"ez-toc-section\" id=\"Keep_your_subject_line_concise_relevant_and_conversational\"><\/span>Keep your subject line concise, relevant and conversational<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>LinkedIn recommends using keywords such as:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cExclusive invitation\u201d<\/li>\n<li>\u201cConnect\u201d\u00a0<\/li>\n<li>\u201cOpportunities\u201d\u00a0<\/li>\n<li>\u201cJoin us\/me\u201d<\/li>\n<\/ul>\n<p>\u00a0I\u2019ve personally seen great success using \u201cJoin me\u201d in subject lines.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-make-sure-the-sender-introduces-themselves-nbsp\"><span class=\"ez-toc-section\" id=\"Make_sure_the_sender_introduces_themselves\"><\/span>Make sure the sender introduces themselves\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This should be done at the start of the message. Communicate a clear purpose that speaks to your audience. Capture their attention and tell them quickly why they should keep reading.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-customize-your-message-by-adding-custom-fields\"><span class=\"ez-toc-section\" id=\"Customize_your_message_by_adding_custom_fields\"><\/span>Customize your message by adding custom fields<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you add %FIRSTNAME%, %LASTNAME%, %COMPANYNAME%, %JOBTITLE%, and\/or %INDUSTRY%, these macros will dynamically insert the recipient\u2019s first name, last name, company name, job title and\/or industry.\u00a0<\/p>\n<p>If the user has more than one current company or job title, then LinkedIn will populate the recipient\u2019s most recently added company or job title.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1274\" height=\"1182\" alt=\"Customize your message by adding custom fields\" class=\"wp-image-447387\" style=\"width:669px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields.png.webp 1274w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-364x338.png.webp 364w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-647x600.png.webp 647w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-122x113.png.webp 122w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-768x713.png.webp 768w\" data-lazy-sizes=\"(max-width: 1274px) 100vw, 1274px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1274\" height=\"1182\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields.png.webp\" alt=\"Customize your message by adding custom fields\" class=\"wp-image-447387\" style=\"width:669px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields.png.webp 1274w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-364x338.png.webp 364w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-647x600.png.webp 647w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-122x113.png.webp 122w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/Customize-your-message-by-adding-custom-fields-768x713.png.webp 768w\" sizes=\"auto, (max-width: 1274px) 100vw, 1274px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-keep-your-message-text-below-500-characters\"><span class=\"ez-toc-section\" id=\"Keep_your_message_text_below_500_characters\"><\/span>Keep your message text below 500 characters<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While you can have up to 1,500 characters maximum, try to keep it brief.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-test-hyperlinks\"><span class=\"ez-toc-section\" id=\"Test_hyperlinks\"><\/span>Test hyperlinks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While LinkedIn suggests that adding a hyperlink in your message can boost click performance, my experience shows no noticeable impact \u2013 though it\u2019s still worth testing.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-always-test-your-message-before-you-go-live\"><span class=\"ez-toc-section\" id=\"Always_test_your_message_before_you_go_live\"><\/span>Always test your message before you go live<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you\u2019ve created the ad, hit save. Before you review and launch your ad, hit the three dots next to your message ad. You\u2019ll see an option to \u201cSend test message.\u201d<\/p>\n<p>This will be sent directly to your LinkedIn messages. You can see how the message renders, including any custom fields.<\/p>\n<p>Testing is also extra important because once you change your ad status from Draft to Active, the ad can no longer be edited.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-metrics-should-i-look-at-to-evaluate-message-ad-performance\"><span class=\"ez-toc-section\" id=\"What_metrics_should_I_look_at_to_evaluate_Message_Ad_performance\"><\/span>What metrics should I look at to evaluate Message Ad performance?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This depends on which objective you use:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-website-visits-objective\"><span class=\"ez-toc-section\" id=\"Website_visits_objective\"><\/span>Website visits objective<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Sends<\/strong>: Number of times your ad was sent (i.e., impressions).<\/li>\n<li><strong>Opens<\/strong>: Number of times your ad was opened (unique opens).<\/li>\n<li><strong>Open rate: <\/strong>The percentage of messages opened compared to the total sent.<\/li>\n<li><strong>Website visits<\/strong>: Number of times someone clicked through your ad to your landing page.<\/li>\n<li><strong>Cost per action (website visit)<\/strong>: Total cost divided by the number of website visits.<\/li>\n<li><strong>Click-through rate<\/strong>: Number of clicks divided by total impressions.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-website-conversions-objective\"><span class=\"ez-toc-section\" id=\"Website_conversions_objective\"><\/span>Website conversions objective<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Sends<\/strong>: Number of times your ad was sent (i.e., impressions).<\/li>\n<li><strong>Opens<\/strong>: Number of times your ad was opened (unique opens).<\/li>\n<li><strong>Open rate: <\/strong>The percentage of messages opened compared to the total sent.<\/li>\n<li><strong>Conversions<\/strong>: Total number of times member accounts took a desired action after clicking on or seeing your ad.<\/li>\n<li><strong>Cost per action (website conversions)<\/strong>: Total cost divided by the number of website conversions.<\/li>\n<li><strong>Conversion rate<\/strong>: Number of conversions divided by total clicks.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-lead-generation-objective\"><span class=\"ez-toc-section\" id=\"Lead_generation_objective\"><\/span>Lead generation objective<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Sends<\/strong>: Number of times your ad was sent (i.e., impressions)<\/li>\n<li><strong>Opens<\/strong>: Number of times your ad was opened (unique opens)<\/li>\n<li><strong>Open rate<\/strong>: The percentage of messages opened compared to the total sent.<\/li>\n<li><strong>Leads<\/strong>: Number of users who have submitted their information through your lead form ad<\/li>\n<li><strong>Cost per lead<\/strong>: Total cost divided by the number of leads.<\/li>\n<li><strong>Lead form completion rate<\/strong>: Number of lead form submissions divided by the number of lead form opens.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-maximize-your-linkedin-advertising-with-message-ads\"><span class=\"ez-toc-section\" id=\"Maximize_your_LinkedIn_advertising_with_Message_Ads\"><\/span>Maximize your LinkedIn advertising with Message Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>LinkedIn Message Ads offer a powerful way to directly engage with your target audience on a professional platform. <\/p>\n<p>By understanding the key components, best practices and performance metrics we\u2019ve discussed, you can create compelling campaigns that resonate with your prospects.<\/p>\n<p>Remember to always test your messages, choose your sender wisely and continuously monitor your performance metrics to optimize your campaigns.<\/p>\n<p>With the right strategy, Message Ads can become a valuable tool in your B2B marketing arsenal, helping you build relationships, generate leads and drive conversions.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Christine Askew\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/08\/Christine-Askew-scaled.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/08\/Christine-Askew-scaled.jpeg.webp\" alt=\"Christine Askew\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Christine Askew<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/christineaskew\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Christine Askew is a Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Team Lead at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.workshopdigital.com\/\">Workshop Digital<\/a> where she manages a team of analysts as well as Paid Media strategies for clients. Christine is a proud James Madison University (JMU) alumni whose participation in the Google Online Marketing Challenge (GOMC) back in 2016 was a catalyst for her interest in digital marketing. Today she brings 6+ years of experience to the table after climbing the ranks at multiple agencies. Christine was recently featured on a panel in the 2022 SMX Next Session &#8220;Ask The Winners&#8221; after having received the &#8220;Best B2B Search Marketing Initiative&#8221; in the Search Engine Land Awards 2022. When Christine isn\u2019t working to exceed her client KPIs, you can find her outside in the Denver, CO sunshine walking\/running\/camping\/hiking locally.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/linkedin-message-ads-447380\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dive into the benefits, setup process and tips for running effective LinkedIn Message Ads that convert your leads into valuable connections. LinkedIn Message Ads are a powerful tool for B2B marketers looking to directly engage with their target audience.\u00a0 This guide will walk you through everything you should know about Message Ads, from their basic&#8230;<\/p>\n","protected":false},"author":1,"featured_media":641215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/LinkedIn-Message-Ads-Everything-you-need-to-know.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[92385,147878,107942],"class_list":["post-641214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-linkedin","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/641214","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=641214"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/641214\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/641215"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=641214"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=641214"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=641214"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}