Introducing: New Conversation Ads on LinkedIn

LinkedIn is the world’s largest professional network platform. With over 645 million professionally-connected members, it is a giant opportunity for your B2B marketing. The number of private messages sent on LinkedIn has quadrupled in the last five years. As a result, the platform is launching a new type of message-based ads, so-called Conversation Ads, that use conversation to provide a personalized experience for each user.

But first: what were the ad formats used so far on LinkedIn?

Sponsored Content: Single Image Ads, Video Ads, Carousel Ads

Single Image Ads have an introduction text at the beginning. This can contain a link. To avoid that long URLs become too cryptic, you can either use a shortener yourself or the system shortens the link automatically. It is important that the text including the link should not contain more than 170 characters, otherwise it will be displayed shortened. The images are created in the 16:9 ratio. If the target URL is inserted when the ad is placed, the system automatically takes a default image of the target page. Of course you can also add an image of your choice. Below the image, you can give the ad a headline aka CTA (Call to Action).

Video Ads are structured analogously to Single Image Ads. Instead of the image you add a video to your LinkedIn ad. In terms of length, the video must be at least 3 seconds long, but may not exceed 30 minutes. As with the common Video Ads, the same applies here: brevity is the soul of wit! Next to the title you can add a Call to Action (CTA) button to the ads. Here you can choose between different presets. The videos always start in auto-play.

Already known on Facebook for a long time, the Carousel Ads on LinkedIn have been around for two years now. In 2-10 cards you can tell whole stories or present different products and product features. As with the Single Image Ads, an introductory text is displayed above the advertising material. The images are created in a 1:1 ratio and you can link each card to its own target page, or you can give all cards the same target. You can assign a title for each card.

LinkedIn Is Finally Offering Carousel Ads – Adweek
Text Ads

Old-but-gold: there are still the LinkedIn Text Ads. It is possible to combine a text with small images (logo etc.). However, the ads are only displayed on desktop. The placement is either single-line above the content or within a banner in the right sidebar.

Dynamic ads

By using LinkedIn Dynamic Ads, you can directly address LinkedIn users. The ad format uses information from the LinkedIn profile of the viewer and their user activity. This information is then used to deliver attention-grabbing and personalised messages. There are different variations depending on the goal you are pursuing.

LinkedIn Dynamic Ads: Deliver Personalized Messages to Engage Your ...
Message Ads

Previously known as Sponsored InMail, Message Ads still offer the possibility to send direct messages to your audience. LinkedIn offers templates for the structure of your message and you can easily adjust individual text passages. You can also add a CTA-button to the Message Ad. You can’t insert pictures, but you can add a companion banner to your message. The messages are capped at 45 days.

The newest addition on LinkedIn: Conversation Ads

More than 2.5 billion people worldwide (35%) use mobile messaging apps and this number is expected to grow to almost 40% by 2023. The number of private messages sent on LinkedIn has quadrupled in the last five years.  That’s why LinkedIn has launched so-called Conversation Ads, which are designed to help you interact with prospects in a more personal and engaging way.

LinkedIn Introduces Conversation Ads | LinkedIn Marketing Blog

The new Ads are built on the current Message Ads (formerly Sponsored InMail) and provide a path-based experience that allows the creation of complete funnel campaigns with multiple customized action calls. Examples include product training, webinar registrations and e-book downloads. Conversation Ads proved to have a conversion rate that was about 5x higher than other LinkedIn Ad formats. You can choose between 3 different Ad bid types:

In contrast to conventional LinkedIn Message Ads, these ads are designed to help prospects and customers access the content that is most interesting to them, resulting in higher engagement. In the new advertising format, several CTAs can be set up, that lead to the landing page, open a form (if lead generation is the goal) or encourage people to look for more information in the next message. Furthermore, they are designed for real-time engagement, which means that messages can only be sent if the prospect is active on LinkedIn. To maintain the user experience and improve ad performance, Conversation ads have a 45-day frequency cap, which means that the desired audience will only see one ad within 45 days.

It seems to pay off

Some companies have already achieved great results with this new advertising function. Below Samsung demonstrates how your future LinkedIn Conversation Ads could look like:

By their own account, Samsung was able to effectively raise user engagement within their brand and their sponsored product Samsung Galaxy Note10. This new advertising measure resulted in a 23% uplift in CTR compared to LinkedIn Message Ads.

Of course all advertising activities on LinkedIn have to be adapted to your company and the present economical situation – which is currently heavily affected by the Corona Crisis. Read our latest article to find out how the Corona Virus is affecting our day-to-day Marketing.

Also, if you would like to get into contact with us and find out how you could leverage advertising and lead generation on LinkedIn contact us directly.

Marketing Trends 2020

Marketing is an ever-changing field that never ceases to evolve. The industry keeps bringing new trends, and the year 2020 is no exception. As we enter the new decade, we researched the creative marketing trends that will shape the industry this year. The article shares three key trends that marketers can use in their practices and, as a result, improve the image of the product: experimental, sustainability, and transparency.  


2020 is a time to be bold and experiment with new marketing channels. Without a doubt, Instagram, Twitter, Youtube, and Facebook dominated the past decade, but it might be changing very soon. According to the CEO of VaynerMedia, Gary Vaynerchuk, LinkedIn and TikTok will potentially be the next Facebook or Instagram: “LinkedIn and TikTok are two platforms that are incredible for people starting out with no audience because of the amazing organic reach”. Gary explains that there’s no other platform that gives the brands organic growth for free as LinkedIn does. LinkedIn remains an empty platform and is seen more like a digital resume for recruiters, but media influencers continue to encourage people to try LinkedIn for their brands.  

TikTok is another platform that hasn’t been considered as an essential tool for marketing. For years, the TikTok brand name has been attacked because of the risk of safety and data protection policy. While TikTok is working on rebuilding the brand image, many known brands such as Chipotle, NBA, and The Washington Post are using TikTok for their creative marketing campaigns and expanding their consumer range. Compared to other known platforms, TikTok has a wider demographic of young consumers, also known as Generation Z. 

100% organic 

Last year, everyone around the globe witnessed the largest climate protest in history. 185 countries participated and gathered millions of people protesting to cut emissions and stabilize the climate. The Swedish school activist, Greta Thunberg, started to spread the message of immediate sustainability and inspired thousands of people to do the same. Many brands and industries such as Starbucks and Zara have also joined the movement by setting sustainability as the main goal of 2020. 

This year, the demand for ‘100% organic’, ‘free-from’, ‘made from recycled materials’ agenda will only grow bigger. People want to know more about the products they use and some brands have already started their new year goal by implementing sustainability in their products and use it for their marketing strategy. For example, this year, L’Oréal has decided to make products with less environmental impact and promote sustainability to their customers.

Sustainability will mostly impact the food products and the customers will be more likely to support the ‘100% organic’ food than fast-food chains. People want to be more considerate of what they consume, and many brands will need to rebuild the image of their product and promote a sustainable lifestyle. 


Building trust with your audience is a major factor in any marketing strategy. In 2018, after the Cambridge Analytics incident, people were collectively reminded about data analytics and how brands use personal information to market their products. The scandal has raised the question of transparency between the customers and brands. 

Going back to Gen Z, the study shows that this generation will search for truth. The core value of any brand will become authenticity and transparency. McKinsey & Company shares that companies will need to focus on three major factors to build trust with the emerging population: “consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern”.

Since the implementation of GDPR, it has become even more important to be open and have a genuine interaction with the customers. At Blackmilk, our top priority is transparency and we believe that it should come first and foremost in every marketing plan. Explore our marketing solutions here or contact us directly and we’ll be more than happy to help you!

We hope these trends will help you succeed this year and bring more creativity and ideas to explore in the future. Happy new 2020!