LinkedIn now has more than 500 million users and if you want to reach business decision-makers, it could be the perfect place for you to market your business — especially with the addition of a new, personalized ad format.
Introducing Dynamic Ads
“Dynamic Ads help you build deeper relationships with your audience by automatically customizing your ad creative with the publicly available information from LinkedIn member profiles. With this added visibility and scale, you can create more memorable experiences with the people that matter most to your business.”
With Dynamic Ads you can personalize the ad creative to feature member profile details such as their photo, first name, company, and job title. LinkedIn says this will “capture your audience’s attention in a way that standard display ads can’t.”
Early results sound promising too as LinkedIn has shared that Dynamic Ads have shown up to 2X the click-through rate of traditional display ads.
Here’s an example of how LinkedIn Dynamic Ads look on its website:
Using Dynamic Ads across your customer journey
With Dynamic Ads, you just need to write your ad copy, set up the creative and then LinkedIn will automatically personalize your campaign for each person you target.
Dynamic ads are available in three different formats — Follower ads, Spotlight ads and Content ads — and can be used across your marketing funnel to connect with prospects at different stages of their journey.
At the top of your funnel, you could use Follower ads to build brand awareness, engagement and convert target audience members into engaged Company Page followers.
“Our need for brand awareness in each region was imperative. LinkedIn Dynamic Ads were a great way to quickly create personalized follower ads targeting the exact audience we are looking to attract.”
With middle and bottom of funnel prospects, you could use “Spotlight” or “Content” ad formats.
Spotlight ads allow advertisers to showcase products, services, events, and more. And when members click on your Spotlight ad, they’ll instantly go to your website or landing page.
The third Linkedin ad-type, Content ads, can be used to generate leads or drive content download conversions.
LinkedIn says that Content ads can be used to “bring a relatable touch to content promotion.” In its own ads, LinkedIn likes to place the author’s picture in the creative to humanize the ad and show that there are real people behind every piece of content it creates:
Note: Content ads are currently only available to businesses with managed LinkedIn advertising accounts.
Will you be using Dynamic Ads?
LinkedIn Dynamic Ads are now available directly in Campaign Manager and within Campaign Manager, you can also leverage A/B testing to optimize the performance of your ads.
What do you think about this new advertising format from LinkedIn? Is it something you’ll be experimenting with? Let us know in the comments.
Want to learn more about growing your business on LinkedIn? Check out our recent episode of The Science of Social Media on growing your LinkedIn Company Page:
Try Buffer for free
140,000+ small businesses like yours use Buffer to build their brand on social media every monthGet started now
Black Friday and Cyber Monday marketing guidance to help you stand out from the crowd — complete with tried-and-tested examples.
When marketers wish for more time and resources, they often wish to spend it on video marketing. Well, what if you only needed six seconds of video to make your impression? The current run of 6-second ads on platforms like YouTube and Twitter has opened up new options for marketers who are looking to get their mess
There has been much discussion recently on industry-leading publications about the effectiveness of video on social media. For example, did you know that video posts on Facebook receive at least 59 percent more engagement than other post types? Since our 2017 research with Animoto comparing square vs. landscape video, little has been published around the impact of video format on overall video engagement. Specifically, vertical video vs. square video. While we know that square video (1:1