At LinkedIn, we’re always exploring new ways to help our members foster meaningful connections and create opportunities. As we continue to develop our messaging experience, we’re also thinking about the products and features that help our customers reach their audiences. As a result, we’re releasing a Sponsored Content click-to-message ad format to help advertisers drive engagement and higher intent conversations with members in the Focused tab of their LinkedIn Messaging inbox.

How click-to-message ads work

As an advertiser, 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 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. Unlike standard single image ads, which send members to a website, landing page, or Lead Gen Form, 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 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 capture your audience’s attention and drive 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.

Related tasks

• Create click-to-message ads in Campaign Manager
• Create a conversation asset for a click-to-message ad campaign

Learn more

• Click-to-message ads advertising specifications
• Click-to-message ads best practices
• Click-to-message ad metrics in Campaign Manager
• Conversation assets