Message ads vs conversation ads
Both formats sit under Sponsored Messaging. A message ad is one message with a single call-to-action button, which suits one clear ask such as a webinar registration or a demo request. Conversation ads can carry multiple buttons that open a landing page, a Lead Gen Form, or the next message, so the member picks a path. Message ads support the Website visits, Lead generation and Website conversions objectives. Conversation ads also support Brand awareness and Engagement.
Sender, cost and specs
Every message ad is sent in the name of a sender you add in Campaign Manager, and sender permission requests can only go to your 1st-degree connections. Sponsored Messaging ad sets are charged on a cost-per-send basis, and LinkedIn caps how often one member can receive Sponsored Messaging in a given period. The specs allow a subject line of up to 60 characters, message text of up to 1,500 characters, up to three links, and a button of up to 20 characters. With the Lead generation objective, you also attach a Lead Gen Form.
The EEA and Switzerland rule
In the EEA and Switzerland, only members who opted in to see Sponsored Messaging ads in their LinkedIn inbox can receive message ads, so expect a smaller deliverable audience there than in other markets. In our experience, message ads work when a credible sender makes a specific offer to a well-defined ICP. A generic broadcast is easy to ignore, and you pay for every send either way.
Common questions
What is the difference between LinkedIn message ads and conversation ads?
Message ads carry a single call-to-action button. Conversation ads can have multiple buttons that lead to landing pages, a Lead Gen Form, or the next message, so the member chooses a path.
How are LinkedIn message ads charged?
Sponsored Messaging ad sets, including message ads, are charged on a cost-per-send basis. You pay for each message sent, not for opens or clicks.
Can I send LinkedIn message ads to people in the EU?
Only to members in the EEA and Switzerland who opted in to see Sponsored Messaging ads in their LinkedIn inbox. Everyone else in those regions can't receive them.
Who can be the sender of a LinkedIn message ad?
A LinkedIn member added as a sender in Campaign Manager. Sender permission requests can only be sent to your 1st-degree connections, and account managers can add, edit or remove senders.
How long can a LinkedIn message ad be?
Up to 1,500 characters of message text, with a subject line of up to 60 characters and a button of up to 20 characters. You can include up to three links.