As an advertiser, you can use a Sponsored Content click-to-message ad to capture your audience’s attention with a single image ad in the feed that redirects them to a conversation using a call-to-action (CTA) button. When members click the CTA button, they’re redirected to a conversation ad in the Focused tab of their LinkedIn Messaging inbox.
Important to know
We're gradually releasing new objectives for click-to-message ad campaigns to better align with business objectives and to ensure LinkedIn can scale to other ad formats and objectives for click-to-message ad campaigns. As a result, from late August 2024, we’ve made the following changes:
• The messaging objective is no longer available in Campaign Manager.
• You can’t edit existing click-to-message ads that use the messaging objective. However, you can turn ads on or off, and make campaign and campaign group edits.
• You can’t create click-to-message ads using the messaging objective, but you can create click-to-message ads using either the website visits or lead generation objectives with single image ads.
• You can’t duplicate a click-to-message ad campaign that uses the messaging objective.
See the Messaging objective is no longer available article for more information.
How click-to-message ads work
You can use a click-to-message ad to engage with potential prospects who are ready to learn more about your product or service. A click-to-message ad supports the website visits and lead generation objectives and consists of two parts: a single image ad and a conversation asset, which work together as follows:
- Part one - A single image ad captures your audience’s attention in the feed and contains a call-to-action (CTA) button. Clicking the CTA sends members to a conversation in the Focused tab of their LinkedIn Messaging inbox.
- Part two - Once in the conversation, members can select from multiple CTA buttons that guide them to take a specific action. For example, visiting your brand's website, completing a Lead Gen Form, or requesting more information.
Benefits
A click-to-message ad campaign provides several benefits:
- Creates a powerful, custom message with a single image and CTA that captures your audience’s attention and drives conversations.
- As a Sponsored Content ad format, advertisers have the option to target members in the European Union.
- Helps drive brand consideration and generate demand, for example, share free trials and product demos.