How to Use LinkedIn Message Ads to Get Into LinkedIn Inboxes

If you want to make sure your post reaches your prospects’ LinkedIn inboxes? If you know what LinkedIn message advertisements are?

You’ll learn how to set up LinkedIn message advertising in this post.

What Are LinkedIn Message Ads and How Do They Work?

You just pay when anyone clicks on some of the other ad forms on LinkedIn. However, with LinkedIn message advertising (formerly known as supported InMail), you just pay to give it to others, and there’s no guarantee they’ll see it, open it, or click the link inside. Message advertising will easily become costly due to the many steps between receiving the ad and clicking on your bid.

If you have a deal that receives a lot of engagement, it will help you lower your average cost per click. The key is to make a bid that sounds as if it is a personal invitation. You’ll have the highest possible cost per conversion on LinkedIn if you simply say, “Hey, here’s this white paper we want you to download.” Instead, make a bid to LinkedIn participants that will boost their ego and make them feel significant.

“Hey, because of who you are in the market, we want to give you early access to this,” is an example of a deal that works well for LinkedIn message advertising. “As a VIP guest at our upcoming function, we want to invite you to network with your peers.” LinkedIn message advertising would be extremely effective for you if you have a deal like that.

Since you can dynamically use someone’s identity—first name, last name, business name, work description, and other personal details—sponsored messaging can sound personal. This gives the impression that you are directly contacting the receiver.

Put yourself in the shoes of the receiver. Would you mark a letter from someone you don’t know as a spam email and just delete it if you received it? Or would you be ecstatic and refer to it as a fantastic opportunity? It’s the ideal kind of post for message advertising if it’s about a cool chance. If it may be considered spam, don’t send it out, or it could become the most costly LinkedIn error.

#1. Create a LinkedIn Message Ad Campaign

The most difficult ad style to create is LinkedIn message advertising. Open your Campaign Manager dashboard and choose one of the campaign classes to get started. Then choose Create Campaign from the drop-down menu.

After that, decide on a goal for your LinkedIn initiative. Pick Website Visits in this case and you’ll be sending traffic to a landing page on your website.

#2: Define Your LinkedIn Message Ad’s Target Audience Now choose the audience you want to reach for your message ad.

Assume you’re pushing an offer to a pre-conference mixer with some of the world’s biggest corporations. Select Job Experience first, followed by Member Skills.

Type “social media” into the search box to see similar skills. Social Media Marketing, Social Media Advertising, Paid Social Media Advertising and Paid Social Media Skills are the four options for targeting. This gives you a potential audience of 8.4 million people, which is very high.

Let’s be more precise now by focusing on the biggest corporations. Select + Narrow Audience More (AND) from the drop-down menu.

Then choose Company > Company Size from the drop-down menu. Check the box with 10,001+ Employees to reach a target population of 1.2 million people.

Let’s approach people with a certain degree of seniority to limit this audience even further. Select VP and CXO from Job Experience > Job Seniorities. This reduces the total to 84,000.

The last characteristic you’ll focus on is the work feature. People in marketing departments must be targeted, so go to Job Experience > Job Functions and click Marketing.

This can bring you to a potential group of 17,000 people who work in a big company’s marketing department who have a social media marketing skill.

Pro tip: Call your LinkedIn campaign after the ad style, goal, and target demographic you’re targeting. That way, you’ll be able to see what the campaign is about and who it’s aimed at.

To do so, go to the upper-left corner of the page and press the pencil button, then type in your campaign name. To give you an example, the campaign could be called “SM | WV | SMM Skill + VP+ Sr + Mktg JF | CS 10k+ | US.”

The abbreviation “SM” stands for “sponsored messaging” (the ad type).

The letter “WV” stands for the target of Website Visits.

“SMM Skill + VP+ Sr + Mktg JF | CS 10k+ | US” applies to all aspects of the targeting: social media marketing expertise, VP plus seniority, marketing work role, business size of 10,000 and beyond, and throughout the United States.

#3: Determine Your Budget and the Format of Your LinkedIn Message Ad

A single image ad, a carousel image ad, and a video ad are all available under Ad Format. All three of those items are advertisements in your news feed; they are sponsored material. Only on desktop do text and spotlight advertisements show along the right rail.

Pick the Message Ad choice for LinkedIn message advertising.

Set the regular budget in the Budget & Schedule segment to whatever you want. For message advertising, the only bid form available is the cost per delivery (CPS).

LinkedIn recommends a bid of $0.80 per ad submitted in this case.

#4: Create an ad for your LinkedIn message

You’re now about to start writing your LinkedIn message ad. This is the most enjoyable part.

Begin by pressing the Create New Ad button.

Since the message in your ad will come from a LinkedIn personal profile, choose who will deliver your supported message in the Sender column. By default, you are the sender.

But imagine you’re a marketer who wants to send this message on behalf of your CEO or a member of your consumer success team. Select Add Sender to choose someone other than yourself. Look for the person you want to deliver your endorsed message to in the pop-up box. You must be related to this entity to include them as a sender. After you’ve made your selections, hit Send Request. LinkedIn would then give this user an invitation to send your ad as a sender.

After you’ve chosen the sender, give your ad a name. The ad name is an optional area for most LinkedIn advertisements, but you must name a supported post.

Add a topic line next. The subject matters a lot because it determines your open rate. Remember that you only paid to deliver this letter to recipients, but your expenses would be inflated if few people open it.

Since people don’t have a lot of time when browsing through their texts, the topic should be brief and to the point. If they’re on a handheld computer with a tiny screen or a laptop with a big screen, you need to get their attention.

“VIP Invite to Influencer Dinner?” could be a good way to get the recipient’s attention and make them feel unique.

In the subject line, you can’t do something dynamic to make the message personal, but you can in the message text. Click Insert Custom Fields and select an alternative from the drop-down menu to add a custom field. For example, if you choose First Name, LinkedIn will insert “% FIRSTNAME% ” in the message text.

Since you’re celebrating a fake case, you have some leeway in making it a high-end affair. However, some of the same rules extend when personalizing every event or invitation.

The trick is to avoid squandering people’s time. Get the message as valuable as possible upfront so customers can see what’s in it for them right away. It shouldn’t be a massive text curtain.

Pick the appropriate text and press the link icon to insert a link to your landing page. Type your URL in the Edit Link window, double-check the text to show, and press OK.

You can install a custom footer with terms, conditions, and disclaimers if you like.

You should put a call to action below that. Your call to action, in this case, will be “RSVP Now!” with a link to your landing page. The call to action you choose would appear under the message on a call-to-action button. People will now press on one of two options to get to where you want them to go.

If you want to add some banner creativity to your commercial, click the Upload button. You have free ad inventory, so you may as well put something online. If you don’t upload creative, the picture of another advertiser can appear instead. When you click on this banner, you’ll be taken to the same URL as this landing page.

Click Create until you’ve done creating your LinkedIn message ad.

Your ad will begin in draught mode on the next post. Select Next when you’re about to start your campaign.

Then choose Launch Campaign from the drop-down menu.


You should be able to generate LinkedIn message ads that are extremely effective and perform better than any other ad format for this purpose if you follow these guidelines.

When it comes to other LinkedIn ad forms, I suggest using the supported content ad style, particularly the single image format, if you have a free checklist, cheat sheet, webinar, or white paper that wouldn’t fit well with message advertising. You’ll want to bid based on cost per click, and start by bidding as low as possible. Your campaign would be as effective as it can be if you invest more of your budget on the lowest bids possible.

You still have the luxury of using LinkedIn text advertising. You’re not going to waste a lot of money on a tight, focused audience. Text advertisements are low-cost and low-risk, and you will get a lot of conversions with a small investment.

Check out this post for more information about how to set up the other LinkedIn ad forms.

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