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LinkedIn Dynamic Ads

Published on: December 7 2022 by Paid Media Pros

LinkedIn Dynamic Ads

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
00:11:11 00:11:15 any more questions on what we may or may
00:11:13 00:11:17 not be able to do with linkedin's
00:11:15 00:11:19 dynamic ads let us know in the comments
00:11:17 00:11:20 below thanks for watching our video if
00:11:19 00:11:22 you found it useful give us a thumbs up
00:11:20 00:11:23 below we release a new video at least
00:11:22 00:11:25 once a week so if you want to see more
00:11:23 00:11:28 from the paid media pros channel be sure
00:11:25 00:11:28 to subscribe

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