LinkedIn Dynamic Ads
Published on: December 7 2022 by Paid Media Pros
LinkedIn Dynamic Ads
Table of Contents
LinkedIn Dynamic Ads
| startTime | durationTime | text |
| 00:00:01 | 00:00:05 | linkedin dynamic ads can help |
| 00:00:02 | 00:00:08 | advertisers personalize the experience |
| 00:00:05 | 00:00:09 | for users on the linkedin platform in |
| 00:00:08 | 00:00:12 | this video we will cover the three |
| 00:00:09 | 00:00:14 | dynamic ad formats that are available |
| 00:00:12 | 00:00:16 | and each of these ad formats are not |
| 00:00:14 | 00:00:18 | available on every single campaign |
| 00:00:16 | 00:00:20 | objective so we're going to clarify that |
| 00:00:18 | 00:00:22 | we're going to show you the benefits of |
| 00:00:20 | 00:00:24 | each of these dynamic ads and what they |
| 00:00:22 | 00:00:26 | may look like when you're on the |
| 00:00:24 | 00:00:28 | linkedin platform |
| 00:00:26 | 00:00:30 | the first linkedin dynamic ad option i |
| 00:00:28 | 00:00:33 | want to go over is going to be follower |
| 00:00:30 | 00:00:35 | ads these ads try to encourage users on |
| 00:00:33 | 00:00:37 | linkedin to follow your linkedin or |
| 00:00:35 | 00:00:39 | showcase pages and this ad format is |
| 00:00:37 | 00:00:41 | available on both desktop and mobile |
| 00:00:39 | 00:00:43 | devices another thing to note about |
| 00:00:41 | 00:00:46 | follower ads is that it is only |
| 00:00:43 | 00:00:48 | available on two campaign objectives the |
| 00:00:46 | 00:00:50 | first one will be brand awareness and |
| 00:00:48 | 00:00:51 | the other will be engagement we can see |
| 00:00:50 | 00:00:53 | one of the points in this objective is |
| 00:00:51 | 00:00:55 | to increase followers for your company |
| 00:00:53 | 00:00:58 | page so we can see overall that this is |
| 00:00:55 | 00:00:59 | a more top of funnel type strategy since |
| 00:00:58 | 00:01:01 | i do want to encourage more followers |
| 00:00:59 | 00:01:03 | i'm just going to choose engagement |
| 00:01:01 | 00:01:04 | since this is a demo video i already |
| 00:01:03 | 00:01:06 | went in and filled in some targeting |
| 00:01:04 | 00:01:08 | options so we already see forecasted |
| 00:01:06 | 00:01:10 | results i'm not going to spend any time |
| 00:01:08 | 00:01:11 | about targeting options on linkedin i |
| 00:01:10 | 00:01:13 | really want to just go over the dynamic |
| 00:01:11 | 00:01:15 | ad format but if you are interested in |
| 00:01:13 | 00:01:16 | learning more about the targeting |
| 00:01:15 | 00:01:18 | options on linkedin michelle recently |
| 00:01:16 | 00:01:20 | updated her video about targeting |
| 00:01:18 | 00:01:22 | options and you can watch that one here |
| 00:01:20 | 00:01:25 | so let me just scroll down to add format |
| 00:01:22 | 00:01:26 | and there we see follower ad you notike |
| 00:01:25 | 00:01:28 | that it said it's personalized using |
| 00:01:26 | 00:01:29 | profile data so when we start creating |
| 00:01:28 | 00:01:31 | some of the ads you'll be able to see |
| 00:01:29 | 00:01:33 | what it could look like so if i click on |
| 00:01:31 | 00:01:35 | this format scrolling down we get a few |
| 00:01:33 | 00:01:37 | different notifications first is that |
| 00:01:35 | 00:01:38 | they changed my language targeting to |
| 00:01:37 | 00:01:40 | auto translate and that's going to be |
| 00:01:38 | 00:01:42 | back up higher over here if you're |
| 00:01:40 | 00:01:44 | worried about the messaging in your ad |
| 00:01:42 | 00:01:45 | and you want full control you can always |
| 00:01:44 | 00:01:48 | go back to the drop down and change it |
| 00:01:45 | 00:01:49 | to just one specific language |
| 00:01:48 | 00:01:51 | the other notification as i'm scrolling |
| 00:01:49 | 00:01:53 | down was that the linkedin audience |
| 00:01:51 | 00:01:55 | network has been disabled and that's |
| 00:01:53 | 00:01:57 | fine we're trying to get more followers |
| 00:01:55 | 00:01:59 | to our linkedin page can't really do |
| 00:01:57 | 00:02:00 | that on partner apps and websites keep |
| 00:01:59 | 00:02:02 | scrolling down i'm going to ignore the |
| 00:02:00 | 00:02:04 | daily budget and your bids additional |
| 00:02:02 | 00:02:06 | conversion tracking is optional i'll |
| 00:02:04 | 00:02:08 | leave that completely up to you but |
| 00:02:06 | 00:02:09 | let's just move on to the ad format and |
| 00:02:08 | 00:02:11 | then let's look at creating a new |
| 00:02:09 | 00:02:14 | follower ad so this linkedin campaign |
| 00:02:11 | 00:02:16 | manager is pretty old i made it when i |
| 00:02:14 | 00:02:18 | made my first website it has to be close |
| 00:02:16 | 00:02:20 | to eight years ago now but the company |
| 00:02:18 | 00:02:22 | name is pulling from my linkedin company |
| 00:02:20 | 00:02:25 | page and the ad image is pulling from my |
| 00:02:22 | 00:02:27 | company profile image and we can see |
| 00:02:25 | 00:02:29 | both of those are in the ad preview but |
| 00:02:27 | 00:02:31 | back over to the left we can see the |
| 00:02:29 | 00:02:33 | components that make up this dynamic ad |
| 00:02:31 | 00:02:35 | first is a personalized headline and |
| 00:02:33 | 00:02:37 | each of the texts that's surrounded by |
| 00:02:35 | 00:02:40 | the percentage symbols those are |
| 00:02:37 | 00:02:42 | linkedin macros if i move my mouse over |
| 00:02:40 | 00:02:43 | we can see many other options in the |
| 00:02:42 | 00:02:45 | drop down so i can even choose to pick |
| 00:02:43 | 00:02:48 | something else and there we see the text |
| 00:02:45 | 00:02:49 | below the two images in the ad changed i |
| 00:02:48 | 00:02:51 | know we're used to having our headline |
| 00:02:49 | 00:02:53 | be at the top but this headline has the |
| 00:02:51 | 00:02:55 | bigger text but it's right between the |
| 00:02:53 | 00:02:57 | images and the call to action so that's |
| 00:02:55 | 00:02:59 | going to get more eyeballs so we see in |
| 00:02:57 | 00:03:02 | the add headline the first piece of text |
| 00:02:59 | 00:03:03 | is first name in all caps in between two |
| 00:03:02 | 00:03:05 | percentage symbols that will be the |
| 00:03:03 | 00:03:07 | first name of the user who is seeing the |
| 00:03:05 | 00:03:09 | ad so whatever they have in their |
| 00:03:07 | 00:03:11 | profile that will be put within the |
| 00:03:09 | 00:03:12 | headline and at the tail end of the |
| 00:03:11 | 00:03:14 | headline we see the same thing but |
| 00:03:12 | 00:03:16 | company name that's going to pull what i |
| 00:03:14 | 00:03:18 | have as the company name so in the next |
| 00:03:16 | 00:03:20 | field below as i said earlier it's |
| 00:03:18 | 00:03:22 | pulling the name of the page that i have |
| 00:03:20 | 00:03:24 | set up but as we can see there's a |
| 00:03:22 | 00:03:26 | character limit i'm three characters |
| 00:03:24 | 00:03:27 | over if i wanted to i can change the |
| 00:03:26 | 00:03:29 | company name i'll just paste something |
| 00:03:27 | 00:03:31 | else in here i updated the company name |
| 00:03:29 | 00:03:32 | so i didn't have to change the headline |
| 00:03:31 | 00:03:34 | because that is going to pull whatever i |
| 00:03:32 | 00:03:36 | have entered in this company name field |
| 00:03:34 | 00:03:39 | down below with ad image it's pulling |
| 00:03:36 | 00:03:41 | the company logo from my page but if i |
| 00:03:39 | 00:03:43 | don't like that i can x out of it and |
| 00:03:41 | 00:03:45 | upload something else next you can |
| 00:03:43 | 00:03:47 | decide if you want to include the add |
| 00:03:45 | 00:03:49 | viewer's profile image it's definitely |
| 00:03:47 | 00:03:51 | going to capture their attention if they |
| 00:03:49 | 00:03:53 | see an image of themselves within an ad |
| 00:03:51 | 00:03:54 | so if you want the user to pay attention |
| 00:03:53 | 00:03:56 | leave it in there it will help your |
| 00:03:54 | 00:03:58 | engagements but if you find that it may |
| 00:03:56 | 00:04:01 | be a little bit creepy you can uncheck |
| 00:03:58 | 00:04:03 | this box and then just your company logo |
| 00:04:01 | 00:04:05 | will be within the ad i think it looks |
| 00:04:03 | 00:04:06 | better and then just like the headline |
| 00:04:05 | 00:04:08 | we can choose from a list of |
| 00:04:06 | 00:04:10 | pre-selected descriptions some of these |
| 00:04:08 | 00:04:12 | have macros in them some don't one thing |
| 00:04:10 | 00:04:13 | i realize i didn't mention in the |
| 00:04:12 | 00:04:15 | headline that you can also do in the |
| 00:04:13 | 00:04:17 | description is create your own option |
| 00:04:15 | 00:04:19 | you don't have to use any of the |
| 00:04:17 | 00:04:20 | pre-selected options so here you can |
| 00:04:19 | 00:04:22 | type in a message i'm going to paste in |
| 00:04:20 | 00:04:23 | something here |
| 00:04:22 | 00:04:26 | full name is another macro that you can |
| 00:04:23 | 00:04:27 | use for dynamic ads but if you feel you |
| 00:04:26 | 00:04:29 | have a more compelling message in either |
| 00:04:27 | 00:04:31 | your headline or description than the |
| 00:04:29 | 00:04:33 | default options that linkedin offers |
| 00:04:31 | 00:04:35 | understand you can update it to be |
| 00:04:33 | 00:04:36 | whatever you want within the given |
| 00:04:35 | 00:04:39 | character limits of course we scroll |
| 00:04:36 | 00:04:40 | down a little bit we see a call to |
| 00:04:39 | 00:04:42 | action drop down now right away when you |
| 00:04:40 | 00:04:44 | saw the ad preview you may have notiked |
| 00:04:42 | 00:04:46 | that the call to action button said |
| 00:04:44 | 00:04:48 | visit careers and in the beginning when |
| 00:04:46 | 00:04:49 | i was toking about campaign objectives |
| 00:04:48 | 00:04:51 | i said the goal was to increase |
| 00:04:49 | 00:04:53 | followers for your linkedin or showcase |
| 00:04:51 | 00:04:55 | pages well in my targeting options i |
| 00:04:53 | 00:04:56 | just selected a bunch of member groups |
| 00:04:55 | 00:04:58 | and if you're stiking to really |
| 00:04:56 | 00:05:00 | relevant member groups there could be a |
| 00:04:58 | 00:05:02 | good chance that people who already |
| 00:05:00 | 00:05:04 | follow your company page are already |
| 00:05:02 | 00:05:06 | members of those groups so your ads |
| 00:05:04 | 00:05:08 | still could show to those users unless |
| 00:05:06 | 00:05:11 | you have some exclusion audiences in |
| 00:05:08 | 00:05:12 | place so we see here this preview was |
| 00:05:11 | 00:05:14 | showing to people who are currently |
| 00:05:12 | 00:05:17 | followers of the page if i click the |
| 00:05:14 | 00:05:19 | drop down select non-follower view |
| 00:05:17 | 00:05:21 | we see the call to action is changed to |
| 00:05:19 | 00:05:23 | follow everyone who isn't a follow over |
| 00:05:21 | 00:05:25 | your page will get this call to action |
| 00:05:23 | 00:05:27 | you cannot change that so the call to |
| 00:05:25 | 00:05:29 | action we would select here would be to |
| 00:05:27 | 00:05:31 | choose one of the options to have them |
| 00:05:29 | 00:05:33 | engage with your brand go back up change |
| 00:05:31 | 00:05:35 | it back to current follower view and now |
| 00:05:33 | 00:05:37 | i'm having it visit the company and the |
| 00:05:35 | 00:05:39 | url for this call to action will be the |
| 00:05:37 | 00:05:41 | url that i put within my main company |
| 00:05:39 | 00:05:43 | page and that one is done so we can |
| 00:05:41 | 00:05:46 | click create now let's tok about the |
| 00:05:43 | 00:05:47 | second type of linkedin dynamic ad |
| 00:05:46 | 00:05:50 | and the second type of dynamic ads on |
| 00:05:47 | 00:05:52 | linkedin are spotlight ads these ads |
| 00:05:50 | 00:05:54 | send users straight to your website and |
| 00:05:52 | 00:05:56 | they are only available on desktop |
| 00:05:54 | 00:05:58 | devices and this ad format is only |
| 00:05:56 | 00:06:01 | available for the objectives of brand |
| 00:05:58 | 00:06:03 | awareness website visits and job |
| 00:06:01 | 00:06:04 | applicants so for this one i'm going to |
| 00:06:03 | 00:06:06 | choose web visits i'm going to skip the |
| 00:06:04 | 00:06:09 | targeting again and there we see |
| 00:06:06 | 00:06:11 | spotlight ad just like the follower ads |
| 00:06:09 | 00:06:13 | we get the same notifications about auto |
| 00:06:11 | 00:06:15 | translate and the audience network so we |
| 00:06:13 | 00:06:17 | can skip those skipping the budget and |
| 00:06:15 | 00:06:19 | the bids again make sure your conversion |
| 00:06:17 | 00:06:21 | tracking is set that's fine now we can |
| 00:06:19 | 00:06:23 | click next let's go and create our first |
| 00:06:21 | 00:06:25 | spotlight ad you can see some |
| 00:06:23 | 00:06:27 | similarities between this format and the |
| 00:06:25 | 00:06:29 | follower format there's the profile |
| 00:06:27 | 00:06:32 | image of the viewer who may see the ad |
| 00:06:29 | 00:06:34 | we have the company image but in this |
| 00:06:32 | 00:06:37 | case we can add a background image if |
| 00:06:34 | 00:06:39 | you do add a background image you can |
| 00:06:37 | 00:06:42 | see that both the user's profile image |
| 00:06:39 | 00:06:44 | and the ad description went away you can |
| 00:06:42 | 00:06:46 | see how bad it looks because the image i |
| 00:06:44 | 00:06:48 | uploaded was not the 300x250 that they |
| 00:06:46 | 00:06:50 | say it needs to be but you kind of see |
| 00:06:48 | 00:06:52 | what part of the image would be visible |
| 00:06:50 | 00:06:54 | so that may help you tweak the design |
| 00:06:52 | 00:06:55 | but if you don't want an add background |
| 00:06:54 | 00:06:57 | image you can uncheck it and there we |
| 00:06:55 | 00:06:59 | see the image and the description is |
| 00:06:57 | 00:07:01 | back depending on the color like the |
| 00:06:59 | 00:07:03 | ones that we had it could make your ad |
| 00:07:01 | 00:07:05 | pop a little bit see how bright that ad |
| 00:07:03 | 00:07:07 | was compared to the all-white background |
| 00:07:05 | 00:07:08 | of linkedin it's just another thing that |
| 00:07:07 | 00:07:10 | you can test between two different |
| 00:07:08 | 00:07:13 | spotlight ads the macros that we toked |
| 00:07:10 | 00:07:15 | about in the follower ads are available |
| 00:07:13 | 00:07:18 | in spotlight ads but we get less options |
| 00:07:15 | 00:07:20 | we can only use the first name macro and |
| 00:07:18 | 00:07:22 | the full name macro in a spotlight ad so |
| 00:07:20 | 00:07:24 | there we see the first name macro is |
| 00:07:22 | 00:07:26 | working and unlike the follower ads |
| 00:07:24 | 00:07:27 | campaign we didn't have a drop down of |
| 00:07:26 | 00:07:29 | pre-selected headlines you can choose |
| 00:07:27 | 00:07:31 | from same things with the description in |
| 00:07:29 | 00:07:32 | this case we can choose not to even add |
| 00:07:31 | 00:07:34 | a description if we just really want to |
| 00:07:32 | 00:07:35 | focus on the main message another |
| 00:07:34 | 00:07:37 | difference between this format is that |
| 00:07:35 | 00:07:39 | we get to customize our call to action |
| 00:07:37 | 00:07:41 | to be whatever we want this is because |
| 00:07:39 | 00:07:43 | we're not encouraging followers we're |
| 00:07:41 | 00:07:45 | sending people to our website or landing |
| 00:07:43 | 00:07:47 | page next we'll need our destination url |
| 00:07:45 | 00:07:49 | i just tagged in our main url please add |
| 00:07:47 | 00:07:51 | in your parameters so you can track |
| 00:07:49 | 00:07:53 | what's going on within this campaign so |
| 00:07:51 | 00:07:54 | you can see that follower ads and |
| 00:07:53 | 00:07:56 | spotlight ads are very similar it's |
| 00:07:54 | 00:07:58 | almost like the campaign objective |
| 00:07:56 | 00:08:00 | dictates it do you want more people to |
| 00:07:58 | 00:08:01 | follow your company page or do you want |
| 00:08:00 | 00:08:03 | to send more people to your website but |
| 00:08:01 | 00:08:05 | if everything looks good here you can |
| 00:08:03 | 00:08:06 | click create and then we can jump to the |
| 00:08:05 | 00:08:08 | third type of dynamic ad you can create |
| 00:08:06 | 00:08:10 | within linkedin |
| 00:08:08 | 00:08:12 | and the third type of dynamic ad you can |
| 00:08:10 | 00:08:14 | create within linkedin is going to be |
| 00:08:12 | 00:08:16 | job ads perfect if you're trying to get |
| 00:08:14 | 00:08:18 | awareness in front of candidates who may |
| 00:08:16 | 00:08:20 | be suitable for any job openings no |
| 00:08:18 | 00:08:22 | surprise here that the only campaign |
| 00:08:20 | 00:08:24 | objective we can choose would be job |
| 00:08:22 | 00:08:26 | applicants so as i scroll down to the |
| 00:08:24 | 00:08:28 | targeting option i want to stop here |
| 00:08:26 | 00:08:30 | because there's an automatik audience |
| 00:08:28 | 00:08:32 | exclusion added to this campaign |
| 00:08:30 | 00:08:35 | objective people who already say they |
| 00:08:32 | 00:08:37 | work for your company on linkedin are |
| 00:08:35 | 00:08:38 | automatikally excluded from being |
| 00:08:37 | 00:08:40 | targeted that's a great proactive |
| 00:08:38 | 00:08:43 | feature from linkedin but now we can |
| 00:08:40 | 00:08:45 | scroll down to ad format and here we see |
| 00:08:43 | 00:08:47 | job ads same warning about auto |
| 00:08:45 | 00:08:49 | translate and a little bit of a change |
| 00:08:47 | 00:08:51 | with the audience network it's |
| 00:08:49 | 00:08:53 | automatikally excluded not from the ad |
| 00:08:51 | 00:08:55 | format we selected but it's excluded |
| 00:08:53 | 00:08:58 | from this campaign objective totally |
| 00:08:55 | 00:09:00 | budget bids optional conversion tracking |
| 00:08:58 | 00:09:02 | again because we're looking to get |
| 00:09:00 | 00:09:04 | recruits not on-site conversion actions |
| 00:09:02 | 00:09:06 | so let's click next and create our new |
| 00:09:04 | 00:09:07 | ad |
| 00:09:06 | 00:09:09 | for the headline we see the drop down |
| 00:09:07 | 00:09:11 | option again with the ability to create |
| 00:09:09 | 00:09:14 | a custom headline let's try a corny one |
| 00:09:11 | 00:09:14 | here and here i just pasted in one |
| 00:09:14 | 00:09:16 | option |
| 00:09:14 | 00:09:18 | sorry michelle and i aren't hiring so |
| 00:09:16 | 00:09:20 | don't get your hopes up again we see the |
| 00:09:18 | 00:09:22 | option to use the profile image and then |
| 00:09:20 | 00:09:24 | the call to action drop down we see just |
| 00:09:22 | 00:09:26 | a few default options but we do have the |
| 00:09:24 | 00:09:27 | option for a custom call to action |
| 00:09:26 | 00:09:29 | button |
| 00:09:27 | 00:09:31 | we see underneath the call to action |
| 00:09:29 | 00:09:33 | that it will lead to your company's job |
| 00:09:31 | 00:09:35 | page on linkedin so to show you where to |
| 00:09:33 | 00:09:36 | do this i'm going to quickly hop into |
| 00:09:35 | 00:09:38 | our company page |
| 00:09:36 | 00:09:40 | when you're logged into your company |
| 00:09:38 | 00:09:42 | page you can go to admin tools and then |
| 00:09:40 | 00:09:43 | post a free job i'm not going to fill |
| 00:09:42 | 00:09:45 | this out sorry because we have no jobs |
| 00:09:43 | 00:09:47 | to offer and now i want to go back and |
| 00:09:45 | 00:09:49 | delete it or have notifications sent out |
| 00:09:47 | 00:09:51 | but it's just a couple simple fields |
| 00:09:49 | 00:09:53 | click get started for free add in |
| 00:09:51 | 00:09:55 | whatever open roles you have or at least |
| 00:09:53 | 00:09:57 | the ones you would want to use for the |
| 00:09:55 | 00:09:59 | job ads and then you'll see we get a few |
| 00:09:57 | 00:10:00 | different options so let's hop back into |
| 00:09:59 | 00:10:02 | the campaign manager |
| 00:10:00 | 00:10:04 | so since we know that you need to have |
| 00:10:02 | 00:10:06 | the jobs on linkedin because it's not |
| 00:10:04 | 00:10:08 | going to send them to your website we |
| 00:10:06 | 00:10:09 | can now get an understanding of a few |
| 00:10:08 | 00:10:11 | different ways of how these ads could |
| 00:10:09 | 00:10:13 | appear there's this option a picture |
| 00:10:11 | 00:10:14 | yourself where the call to action is |
| 00:10:13 | 00:10:17 | almost like a separate section at the |
| 00:10:14 | 00:10:18 | bottom if i choose jobs page there's |
| 00:10:17 | 00:10:20 | another option this one actually looks |
| 00:10:18 | 00:10:22 | like a call to action button and then |
| 00:10:20 | 00:10:25 | jobs of interest where this is the only |
| 00:10:22 | 00:10:27 | one that is actually using our custom |
| 00:10:25 | 00:10:29 | call to action again all of them will go |
| 00:10:27 | 00:10:30 | to the jobs page on linkedin and if |
| 00:10:29 | 00:10:32 | you're good with that we can click |
| 00:10:30 | 00:10:34 | create you might be asking how come i |
| 00:10:32 | 00:10:37 | didn't include sponsored inmail |
| 00:10:34 | 00:10:39 | sponsored inmail is another ad format |
| 00:10:37 | 00:10:41 | where you can use macros and kind of |
| 00:10:39 | 00:10:42 | customize the message a little bit |
| 00:10:41 | 00:10:44 | linkedin doesn't consider that one of |
| 00:10:42 | 00:10:46 | their dynamic ad formats so i didn't |
| 00:10:44 | 00:10:48 | tok about it if you are interested in |
| 00:10:46 | 00:10:50 | learning about sponsored inmail or as |
| 00:10:48 | 00:10:52 | they're called now message ads you can |
| 00:10:50 | 00:10:54 | watch michelle's video here but these |
| 00:10:52 | 00:10:56 | are the main three dynamic ad formats we |
| 00:10:54 | 00:10:58 | currently get i understand nothing crazy |
| 00:10:56 | 00:11:00 | like what some ecommerce accounts can do |
| 00:10:58 | 00:11:02 | with dynamic shopping or anything like |
| 00:11:00 | 00:11:03 | that but we still do get some options |
| 00:11:02 | 00:11:05 | where we can have a much more |
| 00:11:03 | 00:11:08 | personalized feel whether it's using the |
| 00:11:05 | 00:11:09 | ad viewer's profile image or using their |
| 00:11:08 | 00:11:11 | name in clever ways within our ad |
| 00:11:09 | 00:11:13 | headlines or descriptions if you have |
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