GOLD RUSH - Linkedin Advertising

GOLD RUSH - Linkedin Advertising: a source of brilliant content about Linkedin Ads.
This following weeks I'm going to write you about Linkedin Advertisements.

First in the row of Articles is the Sponsored InMail​™

Updated with the prices!
See update on the bottom of the post

Linkedin's one of the not very famous advertisement solution is the Linkedin InMail™.
Linkedin is always changing somethings, and one of her newest change in the ads is a real gold rush, as from now on even an SME (SMB in the US) can afford to use.
Here is what Linkedin tells about this brilliant and not well known tool:

Find some great screenshots (images) at the bottom of this post.

• Reach Your Target Audience Through LinkedIn Messenger
  Use Sponsored InMail to deliver timely messages that are relevant to your target audience.
• Send Your Message with 100% Deliverability
  Real-time delivery means your message is sent only when members are active on LinkedIn. Your messages are guaranteed to reach your target audience with no risk of bouncing or bad data.
• Add Easy and Effective Personalization
  Craft tailored messages with relevant content to drive conversions.
• Scale Your Campaigns Across All Devices
  Sponsored InMails look great on any screen thanks to mobile-optimized features like an always-visible call-to-action (CTA) button and responsive design.
• Target Your Ideal Audience
  Reach only your target audience with LinkedIn's uniquely powerful ad targeting options.
• Monitor Your Performance with Real-Time Analytics
  Measure and optimize your Sponsored InMail campaigns performance using your Campaign Manager dashboard.
• Launch Your First Campaign in Minutes
  ​Sign in to Campaign Manager to launch your first campaign. We'll guide you along the way. All you'll need to get started is content copy, a URL, and an optional 300×250 banner image.

Tips and best practices

1. When crafting your Sponsored InMail message content consider the messaging context of the LinkedIn Platform.
   • Keep your subject lines concise, relevant and conversational. Short and impactful subject lines with a clear value exchange work best. Consider utilizing some of the following keywords:
     • Thanks
     • Exclusive invitation
     • Connect
     • Opportunities
     • Join us/me
   • Humanize your message with conversational language and aim to keep your copy under 1,000 characters.
   • Pro-tip: Include a contextual message body hyperlink to boost click performance.
   • Pro-tip: Add a custom salutation using %FIRSTNAME%, %LASTNAME%
   • For example: Hello %FIRSTNAME% %LASTNAME%,

​Best Practices for Creating Successful Sponsored InMail Messages

Sponsored InMail offers you a tailored approach to reach and appeal to a variety of audiences, such as senior executives, decision makers and influencers of decisions, operations managers, and those striving to grow their career and improve their skills. Sponsored InMail is great for starting conversations and ideal for building relationships with your audience.
Since Sponsored InMail can be accessed through both desktop and mobile, ensure that your content is optimized for viewing on both platforms.

Below are some tips for crafting a successful Sponsored InMail

Overall content strategy: The intent should be to outline the benefits for engagement in a way that develops trust, rather than come across as overbearing or “salesy”. Focus on how the member could benefit from the conversation. This has a stronger effect than focusing on what you want.

Subject line: The subject line should be personable, concise, interesting, and friendly. For example: You're Invited to a FixDex Marketing Event; Join our pilot program.

Note: Sending the Sponsored InMail from a recognized, prominent, or credible person will positively contribute to your campaign.

Sponsored InMail summary: Adding a summary or description is optional and will only appear on a desktop in the sidebar preview. You can use this space to add a bit more context or provide a sneak peek for your message.

Custom greeting: To insert a custom greeting insert your salutation like Hello, Hi, Dear and add %FIRSTNAME%, %LASTNAME% to dynamically insert the member's first name and last name. (ex. Hi %FIRSTNAME%, will appear as Hi Jane, for the member receiving the Sponsored InMail)

Image banner: Consider using an image banner for branding impact. 

Body: Here are some tips for crafting an effective message in the body of your InMail:

• Start your message off with a personal introduction and a clear purpose that specifically speaks to your audience.
• Keep the copy short and concise, generally under 1,000 characters.
• Focus on a consistent message with clear benefit to the recipient.
• Formatting options like bulleting, italics, bolding, and underlining are available, although we recommend keeping the formatting simple and conversational since you're in a conversation space.
• Add a relevant hyperlink in the body of the message, which will help you drive more clicks. For example you could link to a free trial in the body: "Getting started is easy. Sign up for a free trial".
• Ensure that the call-to-action hyperlink communicates clearly what’s to be expected on the landing page.​

Sponsored InMail wasn't available for all. Few months ago you needed to have a $ or € 10,000+ budget to get. As Linkedin changes its rules from time-to-time, it changes tools' as well.

Tips and best practices

• Use a clear call to action (CTA)A clear CTA gets clicks and conversions. Try top performing CTAs like:
  
  • Try
  • Register
  • Reserve
  • Join
• Include a relevant banner imageRemember to include a 300×250 companion banner with your InMail, to complement and drive home your message. If you choose not to include an image, another banner ad may be shown to recipients.
  
• Set up A/B tests to learn what resonatesA/B test to track which subject lines, CTAs, and target audiences perform best — and optimize over time.
  

PRICES
Suggested bid to reach the majority of your audience is $0.67.
Minimum bid: $0.55

Minimum budget: $10.00
Your campaign's actual daily spend may be up to 20% higher.