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LinkedIn rolled out a new LinkedIn Ads Guide Monday, providing brands with a single destination for ad specifications, formatting recommendations and general information about all of the professional network’s advertising offerings.
The information is broken out into four different categories.
Lead Gen Forms
LinkedIn said its Lead Gen Forms provide pre-filled forms for LinkedIn ads, enabling the collection of quality leads while not putting any burden on users. Up to 12 fields can be chosen, and Lead Gen Forms can be used in conjunction with message ads and sponsored content, as well as alongside the news feed of members who fill them out.
Sponsored content
Sponsored content helps brands capitalize on the relevance and engagement of the professional network’s news feed, and there are three options:
- Carousel ads, which enable brands to feature anywhere from two to 10 images to help tell an interactive story.
- Single-image ads: Native ads in feed, desktop and mobile, where brands can feature a dynamic image to capture attention and provide a call to action.
- Video ads: Brands can place short, engaging videos directly into news feed and add CTAs.
Sponsored messaging
There are two options for engaging a captive audience in the space where conversation happens on the platform.
- Conversation ads: These quick conversational messages provide branching pathways and several CTA options.
- Message ads: Direct messages sent to spark immediate action, with LinkedIn offering as examples, “You can send prospects a message explaining your value proposition and inviting them to learn more about your products and services, or invite specific members to your virtual event.”
Text and dynamic ads
These ads appear in the right-hand rail, and there are three options:
- Follower ads: Companies can promote their LinkedIn pages, build brand awareness and grow their organic audiences.
- Spotlight ads: These ad units highlight an event, product or service, helping drive more traffic to websites or landing pages.
- Text ads: A pay-per-click options enables brands to drive new customers to their businesses.
LinkedIn wrote in a blog post Monday, “LinkedIn offers a robust suite of advertising tools and features to help brands reach the exact right audience in the exact right way. By nature, that means marketers on the platform have a wide array of options at their fingertips. We know it can be a lot to keep straight, so we’re making it easy.”
