LinkedIn Dynamic Ads Are Now Available on a Self-Serve Basis via Campaign Manager

Publicly available profile information is used to customize creative

Dynamic Ads have drawn up to double the click-through rates of traditional display ads on LinkedIn
LinkedIn

Brands on LinkedIn can now create Dynamic Ads directly via the professional network’s Campaign Manager.

Principal product manager Ayusman Sarangi announced in a blog post that Dynamic Ads will be available via Campaign Manager “within the next week,” adding that LinkedIn Marketing Solutions has now made all of the professional network’s key advertising formats available via self-service.

Sarangi said Dynamic Ads have drawn up to double the click-through rates of traditional display ads on LinkedIn, and brands that have used the format include Procore Technologies and Vistage.

Dynamic ads enable brands on LinkedIn to customize their creative by using publicly available information from member profiles on the professional network, and Sarangi wrote, “Because the creative is automatically personalized with each member’s profile info—like their photo, first name, company and job title—you can capture your audience’s attention in a way that standard display ads can’t.”

He also pointed to the simplicity of the process on the advertiser end, saying that creative and ad copy can only be crafted once, with LinkedIn automatically personalizing it for users within the target group. Macros and data-mapping tools can be added to boost customization even more.

Pre-built templates are available to help brands streamline the production of their creative, and translation into different languages is available, as well.

Available options include follower ads to help promote a company, showcase page ads to help build communities and spotlight ads to promote specific products, services or events.

Brands can monitor the performance of their campaigns and conduct A/B testing via Campaign Manager.

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