LinkedIn Tuesday introduced Conversation Ads, an extension of its Message Ads (formerly known as Sponsored InMail) aimed at giving members more personal and engaging ways to interact with their prospects.
Conversation Ads build upon the professional network’s Message Ads offering by enabling advertisers to create full-funnel campaigns with multiple, customized calls to action, such as product education, webinar signups and ebook downloads.
The ad units can be used with other features, such as lead-gen forms and conversion tracking, and they are designed for real-time engagement, so they can only be send with the prospect is active on LinkedIn “and in the right mindset.”
LinkedIn said Conversation Ads will roll out globally as a public beta to all advertisers, in all languages, over the next few weeks.
Job search marketplace Hired was one of the companies testing the new ad offering, and its growth marketing manager, Chase Gladden, said in a LinkedIn blog post, “By turning ad engagements on LinkedIn from one-sided messages to two-sided conversations, Hired saw a big uptick in quality candidates entering the system. The click-through rate was almost five times higher than what we’d seen previously, which goes to show that the level of engagement is pretty wild when you’re able to provide multiple opportunities to click.”
Product manager Romina Bin Mac Donnell added, “Meeting your customers where they spend their time is just as important as how you engage them. This can be especially true in the business-to-business space, where buying cycles are longer and multiple stakeholders are involved in purchase decisions, making each conversation and interaction that much more important in building trusted relationships.”