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Published on: January 28 2023 by pipiads

LinkedIn Message Ads (formerly Sponsored InMail)

linkedin is one of my favorite advertising platforms that we can use. the b2b targeting on linkedin is so much better than any of the other networks that are out there, and i personally just do a lot of b2b advertising. but one of the things that i don't think people use as much are the sponsored inmail or sponsored message campaigns. i know a lot of people are interested about them, but i don't think a lot of people use them or know how to get the most out of them. so today, what i want to run through is just an example of what they look like. i want to run you through the campaign creation portion and then tok about some of the metrics that you need to pay attention to and tok about some calls to action that you can use to get the most out of a sponsored inmail or messages campaign. and, in case you can't tell, they have kind of two names. they used to be called in mail, they're now called sponsored messages. so i'm going to go back and forth throughout this demo, but hopefully by the end of it you'll feel a lot more confident in giving them a try. let's hop in. so, to start off, i just wanted to show you what a sponsored inmail looks like from the user perspective. this is in my inbox in linkedin. i've got a message pulled up here and you can see over on the side that it actually says sponsored right here in the notification on the left hand side. so you can tell at a pretty quick glance which messages coming through are sponsored and which aren't. and then you can kind of notike the anatomy of this. we've got a call to action button up here at the top. it says sponsored. you can tell that there's a person who sent it and then there's a message here with a number of different links. throughout the entire message there's also a corresponding banner off to the side that also is trying to promote this product. to me this is kind of how an in-mail or sponsored message will look when it shows up in your messaging center in linkedin. so let's hop into how you would actually create this campaign type to get started. pretty easy: just click create campaign and the first thing we need to do is choose our objective. sponsored inmail, sponsored messaging is available for all of these different campaign objectives. so for now i'm just going to choose website visits to get started. the next thing you do is set up your campaign just the way you would any other linkedin campaign. you choose the location that you want to target, your language, who your target audience is. you end up setting up all those different pieces, but what i really want to focus on is the actual setup of a message ad, as opposed to the rest of the campaign. just to save some time, we're going to scroll down here to format and the way that we choose a message ad. sponsored messaging, inmail campaign is to choose message ad from the ad format section. here you'll see that the linkedin audience network is removed because message ads are not eligible for that placement. that part's fine. and now again you'd set up the rest of the thing that you have here. linkedin audience network is excluded. you would set up your bid and budget that you have in place. daily budget, set this the same as you normally would. you can also choose to set a daily and a total budget. if you want to do that, then you can choose to schedule your ads just like you normally would and then down here at bid type. you'll notike that this is a little bit different because it's set at maximum cps bid or cost per send and there is no drop down. you can't click this to have it be something else. so in mail and sponsored messaging campaigns they charge you on a cost per send basis, so you're always going to pay to send your ads to a group of people. you need to set your bid amount for the price that you would want to pay for sending out your message to these users. the recommended bid here is 20 cents. that's usually a relatively decent range. i would encourage you to keep the range that linkedin provides you in mind down here, maybe even more so than some of the other campaigns. in a previous video i've toked about linkedin bidding strategies and how you can kind of bid to the floor to get lower cost per click while still sending to your target audience- kind of getting the lowest click cost you can get there. but within mail campaigns, sponsored messaging campaigns, it's a good idea to make sure that you have a competitive bid here to get your message in somebody's inbox. linkedin does a really good job of making sure that people don't get bombarded by sponsored messages all the time. i want to say it's close to once a month that somebody can get a sponsored message in their inbox. so you need to be competitive to make sure that you show up here and to do that, i would suggest you choose something within this range that linkedin normally sends you. if you end up seeing that you have lots of sends and you want to test lowering the cost per send- great. or if you're not seeing as much volume come through and you want to up that bid beyond the range that it gives you, that's also fine. but i would suggest that you start off with a bid somewhere within the range that linkedin is suggesting. so outside of that, we just need to click next and now we get to set up our message ad. so i'm going to come up here to create new ad, and in here is where we're going to start to set up the ad creative that the user is going to see, so you can start off by giving it a name. the next thing we're going to do is choose the sender. this is who the message is going to look like it is coming from, and this is an important thing to keep in mind. you want to have a sender that seems reputable, that seems reasonable and it seems like a good fit. it would not make sense for you to have somebody who's a sender that isn't going to be the person who would normally be making that type of outreach. let's say your call to action is to reach out and set up a demo of some type of software. it wouldn't make sense if that message is coming from somebody who works in the finance department or the billing department of a company. right, that's just a little bit of a mismatch. so think about who you want to be the voice of this message, who makes sense here, who has some credibility, and make sure that you're choosing a good sender. right now it's defaulting to me because i'm the one who's setting this up, but to add a sender, you simply click this button. you can then search for the person that you want to add. it'll populate the person based on who has access to the ad account, who you're connected with. you can then choose this and then send request, and then that person will end up getting an email from linkedin where they just have to click to approve the link and then they will be an eligible sender for your sponsored in mail, sponsored messaging campaigns. but for right now i'm just going to leave it as myself, and now i want to set up the actual message that's going to populate in the inbox, and here you can see that there are a number of different tools available that are effectively just like writing an email. you end up having a subject line, the message text, then we have call to action landing page url and we'll get into the banner creative here in a little bit. but what i want to do is run through some of the suggestions. slash best practikes for setting up this type of message. i wanted to use this version of seeing the tik specs for inmail because it's just easier to see all in one section here. your name, you give it that up to 50 characters. again, choose a proper sender that you want to have in place. but here are the different pieces that we want to have for the text that's available in here. message subject: this can be up to 60 characters, so that includes spaces, just like everything else. does the message text use up to 1500 characters? i like to keep it a lot shorter than that, usually closer to 500, and have your message be something that's easy to read, likely bullet points as opposed to big paragraphs. but just remember you've got a max up to 1500 characters, ther.

LinkedIn Conversation Ads

linkedin conversation ads are some of the most customizable ad formats we have across any of the major platforms. rather than just serving a banner ad or what feels like an email through linkedin inmail, we can create an entire chat experience through the messenger section within linkedin ads. so today i want to give you a full run through of setting up linkedin conversation ads, show you how you can utilize their templates or create a conversation from scratch to give your customers the ability to choose whichever calls to action or which types of conversations they want to have with your business. i jumped into our paid media pros staged linkedin ads account. as you can tell, we pretty much never create live campaigns for these videos, but you still get the full run through of everything we would need. so the first thing to create a conversation ad campaign is to- you guessed it- create a new campaign. the first thing you need to do when you create a new campaign is to choose your objective, and conversation ads can work with a number of different objectives. within linkedin ads, you can create them for a brand aware campaign, website visits, engagement, lead generation and website conversions. you cannot use conversation ads with the video views or job applicants campaigns. and as a quick view from linkedin's help section. here you can see in the image off to the right they have those five campaign objectives highlighted that i just called out in case you need a quick reference. depending on the campaign objective you choose, you'll see different settings and maybe some slightly different options within the conversation ads themselves. but for now, i think for the most part people utilize the website conversions campaign objective for most of their linkedin campaigns. if you do want to get a little bit more of a rundown of the campaign objectives on linkedin, you can check out the video the top of the screen right now. but for the sake of this video, i'm just going to use website conversions as our campaign objective. once i do that, i will be prompted to add in the geographic locations the different audience targeting, all that stuff that for this video i'm going to skip. and then the next piece is: we need to choose the add format. all linkedin campaigns only allow for one ad format per campaign. it's not my favorite thing, but that's the way that the platform works. so since this video is about conversation ads, you guessed it- i'm going to choose conversation ad. you'll then notike that the linkedin audience network has been disabled, because this is not an ad format that works with the audience network. the audience network is an extension of about 25 of your target audience by running ads effectively off of linkedin through partner apps and websites. so since conversation ads have to happen in your linkedin messenger section, that has to inherently be on linkedin. so that's why the audience network is turned off. you're not going to actually be missing any reach because you couldn't have gotten there with a conversation ad in the first place. you'll then be prompted to fill in all of the budget and schedule the bidding sections and all of that. and if you want a little bit more rundown on some strategies for the bidding strategies on linkedin, you can check out the video at the top of the screen right now. and then the last piece: since this is a conversion campaign, you're going to opt into the different conversions you have in your account. here. i would encourage you to add in all of the conversion actions you are potentially going to use within the conversation ads themselves, and this might be something that, until you create your full conversation, you might want to just leave this blank because you might not know exactly what you're going to ask just yet. but remember, always come back in and ensure that your campaign has all the conversion actions set up in this conversion tracking section before you get started. so then the last thing i need to do is just click next. it'll ask me if i want to save it- i sure do- and then we'll move on to the ad setup and, as you can see by the setup flow on the left, we had to set up the campaign group, the campaign itself, with all these different settings, and now we're really just going to be setting up the conversation ads themselves. so this will be the bulk of this video, because once we're done with this, all we need to do is review and launch. so, since this account doesn't have any conversation ads already created that we can use, we're going to come up here to create new ad, just like with any other format. the first thing we need to do is give it a name. if you've listened to me do any other videos on this platform, you know that that is a terrible name for an ad: creative. make sure to put in some form of name that you will know what it means at a high level. you'll understand what the objective was, what many of the calls to action were, and you'll be able to easily decide from just the name if you want to use it later on. you do have quite a number of characters. i have a few in here and there's still 233 characters available. so don't be shy about giving your conversation ads long names so you can remember what they are whenever you come back around and you might want to use them again. next, you need to choose the sender of the message. whenever you use conversation ads, they're going to show up in the messenger section of linkedin, and that always needs to come from somebody or some business. so this is the section where you choose who the message is going to come from, even if that person doesn't actually have to log into linkedin to send the message itself. there is a numerous step process to adding new senders, so i'm not going to tok about that for this video. maybe we'll put together another short video at some point to show you how to do that, but there are help artikles you can check out and it does say here: to add a new sender, contact your account manager. so what that tells me is that, based on my level of access to this account, i am not able to add a new sender whenever you do get ready to determine who will send the message, there are two key things to consider. first is the authority. does it make sense for this person to be sending messages to people? if you're trying to generate leads for your online software business, it might make sense to have the message come from the ceo, but that also could be too high level. it might make more sense for it to come from somebody like a sales person or the chief revenue officer or something like that. instead, think about what it will look like from the user perspective when they get the message from this user. does it make sense that they're hearing from them directly in their linkedin messenger? and the second piece is that you want that person to be available to check their messages in case somebody messages them back from these ad campaigns. users can message the individual person themselves, so make sure that this person is at least somewhat active on linkedin. ideally, they would be able to log in whenever they get a message, but that doesn't mean that they have to be there 24- 7.. that's quite a lot to ask of anybody, but make sure that while this campaign is running, they are checking in and making sure that they're not hearing back directly from customers and then ignoring them. next, we can upload a banner creative which will show up alongside our conversation ads. you can see the dimensions down here. below are 300 by 250. it needs to be a jpeg or a png and up to two megabytes. effectively, in your linkedin messenger, this banner will show up next to any of the messages that are sent to you. it will only show on desktop, not on mobile or in the conversation window itself, but it does reserve that space for you so that no other ad will show up when somebody is trying to view your sponsored conversation ad. so i went ahead and created a pretty basic banner for this. that's just a different version of our youtube title card, so i'll go ahead and upload.


How To Use LinkedIn Message Ads To Close More Deals! 🔥 [2022]

by the end of this video i'm going to make you an expert on linkedin messaging ads. you're going to be able to utilize them to close way more business for your company. now. this is quite an in-depth guide and as a result of that, i've put chapters in the playhead at the bottom of this video. you can also find in the description, so you can jump forward to any relevant sections you want to know. so if you just want to know what the pros are message ads, what the cons are, exactly how you upload a message ad best, practike little hacks that we found, skip to that section in the video, by all means. and if you stik around to the end, understanding everything fundamentally that works with messaging ads, i do have a few extra things that we've learned over the years that make linkedin message ads work even better. they give you an extra push, so make sure you stik around for that. so what makes linkedin message ads so good? why would you want to use them over sponsored content in the feed? well, they are a way of directly addressing your target audience. you get a message sent directly into someone's inbox and as a result of that, it puts your message right in front of them. the open rates on these things are crazily high as a result of that. it's great at directly addressing people to take action and convert on something- way better than just putting something passively in the feed. you are directly reaching out to them and it's sent from a person, essentially from a person- i'll explain that in a bit- and that gives it a bit of a personal element, which means it can convert really really well on those conversion events such as booking a demo, getting contact for a consultation, getting a quote, anything like that. but unfortunately it's not all sunshine and roses. there are some cons to using message ads. not everything is going to be 100 positive and there's contextual reasons why you would use message ads. so the drawbacks of message ads are they are insanely expensive. the cpm or cost per thousand impressions for message ads are ridiculously high compared to things like sponsored content in the news feed. the reason behind this is linkedin actually limits the amount of message ads that can be sent to anyone on the platform to one every 45 days. so let's say we have a head of hr and you want to send a message ad to that one person, only one out of the myriad of different advertisers who want to get in contact with that person can be sent a message every 45 days and, as a result, it's an auction, it's a bidding war. you have to bid really high to get into that inbox because if you lose that bid you have to wait 45 days for the opportunity to send another message. now these are the mistakes that people make when they first try message ads. they never tried a message ad before. it might even be new to the linkedin platform. if you are new to the linkedin platform, i have an ultimate guide to linkedin ads. shows you everything, all the strategies you need. i have uploaded guides, everything. i'll link them down in the description below. so there are two core mistakes people are making when they send message ads to people. the first is they send message ads to a cold audience, people who have never heard of you before, and the second is they immediately tried to sell their solution and get someone on a call at the first point of contact. so imagine you've never heard from anyone before, ever, and you probably get pitched this in your linkedin inbox all the time anyway. so you understand how annoying this is. someone comes up to you and just immediately pitches you a sale, a sales call. essentially, that's what they're pitching you. it benefits them. it doesn't benefit you. you've never heard from them before. the rates of which people will convert on those types of ads is astronomically low. could potentially have worked maybe five years ago or longer longer ago, when the cost per impression was much lower, traffic was a lot cheaper. you could brute force your way in. however, now those sort of ham marketing practikes- just brute force attempts at getting people to to sign up- don't work, purely because everything's so expensive and, as a result, you can't. uh, there is way less margin for error. so what's the ideal approach then? if messaging ads are really expensive and you shouldn't send them to cold audience, you shouldn't, imagine, immediately sell, how the hell do you use messaging as like? where would you use them then? it makes no sense. well, messaging ads are a conversion tool. okay, they're not designed for early funnel. they are designed for late funnel, for getting people to convert on your website, for getting people to fill out a lead form to get in contact with you and, as a result, you have to factor that into the entire funnel of your linkedin structure. again, i have another video explaining the, the perfect, optimal funnel you can run on linkedin. now what you want to do is you want to use message ads to a remarketing audience, not to a cold audience, first of all. so you have your initial step of the funnel, which is awareness tends to be sponsored content in the news feed, very heavily focused on pain points. you have mid funnel where you're building trust with people, you're educating them, you're calling into action to sign up again in the news feed and then finally, you remarket to people who've seen the initial ads so they're aware who you are and have interacted with the middle layer of ads and have some trust and understand who you are, what it is you do. at that point, all you're doing is nudging them over the edge to say, hey, we know that, you know who we are, we know you have the problem that we resolve because you've interacted with our ads. that tok about that problem over and over again. would you like to? and then you say: would you like to go on to a demo? would you like to go on to a free trial? that is how you make message ads really, really, really work. so now that you understand the fundamental principles that make messaging ads work and you're not going to go out there like an amateur marketer and try and just sell to a cold audience, like everyone else does. how do you set them up? like? what is the process to set up messaging ads? so when you set up a campaign, message ads are actually only available as a ad type for certain campaign objectives. once you've selected a relevant campaign objective, you then need to select the ad type- message ad. there's also a new option called conversation ads, which i'm going to do a separate video on that. you can watch that. you can also select conversation ads are available to different types of audiences because they fit a different principle. again, you'll have to watch both videos to fully understand that and i'd highly recommend you do that anyway. now you're going to go and create your message ad, i'd highly recommend writing the advert outside of um linkedin. we use whimsical to build out all of our adverts you have. you can have your own process. you can do it in an excel sheet, you can do it on word, whatever is best for you, but don't write it out in linkedin. so once you set create an ad, you need to select a sender. now the best practike for senders is to have the sender be in a similar position to the person that's going to receive the message. so if your company is quite large, if you have a head of hr and you're contacting hr people, put the hr person as the sender because it lines up. if you put the sender as a head of sales and you'll get in contact with hr, they will immediately see the seller and be turned off immediately. so that is one of the main factors for making the ads convert. better, select the correct sender in your company. now, when you select a sender, you have to make sure you get permissions for them just to um, to be able to send a message on their behalf. but when someone gets a message, they can't click through to that person's profile. it's just uses an automatik thing to say it's come from this person, but it doesn't act like a normal message on linkedin. so you write out your message. make sure you use per.

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How to run a Facebook Message ads Campaign in 2022.

okay, guys, hi, welcome to our channel. today, and on to this channel, we're going to be toking about how to run a message ad. so today's um businesses usually run more message ads than you know sending to the website, because majority of them don't have, you know, phones to create websites, so they send their customers from facebook to their message app like facebook messenger, instagram, dms or whatsapp. so we're going to run a message and we're going to show you how to set that up and we're going to be using one of our clients account to actually run the ad. so now let's get to the system and let's show you how to set up a message ads for the very, very first time. so on our system, you would see the big green button and in order to get to this page, all you just have to do is go to, uh, businesscomfacebook ads manager, so that's how you can get to this place. so the next thing you have to do is click the big green button. so now this is the new interface. so facebook have changed their interface time to time and this partikular one is the new interface. so you might get some things confused here. so we have um. if you come down to awareness. you would see different ads that you could do reach uh brand awareness video views. you could see um traffic, send traffic to a partikular landing page. so, but what we are more concerned today is how people could send messages and engage with us. so, if you look at leads, the only problem i have with these leads is leads is only meant for um facebook messaging. that's facebook messenger. so people will be able to message you on facebook messenger, but we don't want that one that wants people to message us not just only on facebook messenger, but we want people to message us on our instagram page and also probably on our whatsapp. so, yeah, so what we're going to do next is we are going to create, click on engagements. then we are going to name the campaign. so i always name my complaints. so, let's say, today is message me, so i'm going to select all copy, i'm going to paste, because i'm very easy to just do that so we can do this. then we're going to click on continue. so now this is the uh. first thing you are going to see is going to first of all take you in different stages. so this is your creating the campaign, because facebook will ask you: what do you want to do so, which is we want to run message. then it's going to access the ad sets, which is going to toking about placement, location, where do you want to run it? which side, or whatever it is, is going to tell you to do so. so the first one is the campaign name. we've already written it. then budget optimization, that ones, if you have different ad sets. so we'll come down to that in a different lesson. so we're going to click next. so don't worry about the a- b testing and all these ones. this one is going to be another class, so this one is just mainly to run your ads, so you can. it's going to ask you: okay, message website or app. so we're going to choose, um messaging app. so this is where it's now: tell us which messaging apps to make use of. so now it's going to tell you whatsapp, is going to tell you messenger. so we're going to do instagram direct for today, and messenger. so on the next video, i'm going to show you how to run a whatsapp ads too, but if you click on it, it's still going to show you, still to run to your whatsapp. so, um, the next thing is confirm if this is your page. so this is a page, this instagram page. then you confirm the amount. so the next thing that you are going to do is, um, select and end it. if you don't want to select and end it, there is no problem. you can just keep running your ads and to whenever you want to pause it, but it's always good to put and end it so you don't forget that your ad is running- and to enter other budgets. so the next thing is select and end it. let's say, this is going to be seven days ads. so, um, we're gonna calculate this. it's gonna be one, two, three, four, five, six, seven, we'll just put this. so, time: same thing. you're going to select the time. so, um, there are more options. like, you can tell facebook what time and more, give it more options. so, if you go back to your daily business lifetime budget, you can tell facebook: i wanted to be running in the afternoon, i wanted to be running at this time. so you have. you wanted facebook ads. you should have in mind is you keep testing, because if you don't test, you don't know what works best for you. so, um, after that, the next thing you have to do is you are going to choose your audience. so you can. if you have um a saved audience- because we've already saved some audience here- we can choose from our save audience. but we're going to, for the sake of this video, we're going to create a new audience. so first of all, you're going to select nigeria. then messaging apps doesn't work in some european countries, so you have to know where you are actually running your ads to. so let's take, for, for example, say nigeria. then if you want to add another one, if you want to add someone else back, and you can do that. so if you fire, you know where the person is. you can target the person or the group of persons. so let's say, the next best place you're going to run the ads is, let's say, usa. let's say targeting the whole of the us, if you have a big budget for that. so we're going to get the whole of us and notike, it's going to be increasing and decreasing. so i'm just going to tell you, based on so it may affect your result and all the stuff. so also make sure some european countries just check some um, read some guidelines in which countries accept some kind of ad. so you not be able to, you know, have issues. so, but for now, let's just use this for example sake. then, um, this is very, very important. most persons usually skip it or don't see it so into. actually, do you want to run out of people living in, or recently in this location? so you'd want to choose? if you don't want it to go out of a partikular geographical location, you have to say, okay, people living in this location are people that came in and went out, but people living in that partikular location. so the next thing is you have to- maybe people that are terrible- just choose one. choose the one that is suitable to what you want to do. so the next thing you have to do is choose your age, your age. you've done your research. you know who messages you, so, for heart, it starts from some 18, some 21. then we can put: you can choose any date range, but you have to run as to know, or you do your market research, or do your audience research to know- which age is the right age age range. so, as much as possible, you now set your gender. you can say: you want it to be only men, you want it to be only women. whatever your choice is, you choose what we're going to select only women, because it's a skincare product, so we're going to select only women. so then you're going to select your details. targeting- this is where much research has to be done. so you are going to know, okay, who exactly are you targeting? yeah, so are you going to be targeting, um, people that are interested in baths, people are interested in skincare notes. if you present life in the skincare business and you see people are interested in skincare, note that people that also scare cell skin care products are also going to be in this place. so you should also be very, very mindful of what you choose. so you do your research. you know, okay, where are these people? where do they belong? where do they stay? tok to your audience, when you buy a product, what do they like? where did they go to? so we notiked that some other persons, some clients, are being found in some certain areas. they like some things. so we can actually search that so we can say, okay, our clients that usually, you know, buy bags and shoes, because most clients that gets those. they actually vary also, um, so handbags, females that go for handbags, the people that have money to buy handbags, do actually want to get your skin, you know touch, so you can click that and you can add more options. minimum: you can do one, you can do three, but try as much as not making it too much, then as much.

LinkedIn Advertising: Get Started Easily with Message & Conversation Ads [2022 LinkedIn Ads]

when most people get started with linkedin advertising, typically what they do is they use single image ads. these are very similar to what you see on facebook, which is these image ads that also have text and a call to action, and people see them when they're scrolling through their feeds. however, i think in a lot of cases it's actually easier to get started with a different ad type, and then ad type is a conversation ad or a message ad. so a message ad is basically a simpler version of a conversation ad. now, what i've heard from looking at the internet is some people are suggesting that these ads are very expensive and, yeah, the pricing is a little bit different. so when you send an ad to people's linkedin inboxes through either a message ad or a conversation ad, you're paying each time you send it, and that price might be something like 40 cents per send. so that's very different from the bidding that you might have when you do single image ads, where you're bidding on a cost per click basis or you're bidding on some sort of cost per impression basis. so people might think that these types of ads are expensive, and one of the arguments i have against this is the same reason why i believe that inbound marketing is actually very expensive. the thing there is that you're actually just not accounting for the true cost. so when you do something like inbound marketing, you're you're spending a lot of labor time writing blog posts, writing white papers, doing seo. the thing is you're just not paying for media. so the the fact that it's not as quantified and not as measurable doesn't mean that it's not actually expensive. similarly, when we run certain types of ads, like image ads and video ads, there's labor involved in producing those content assets and getting getting a design going through revisions, and i'm not saying it's super expensive. i'm just saying that message ads and conversation ads are are very quick to produce and don't require a lot of coordination. like you don't have to work with a designer, for example, or creative team. all you need to do is the copywriting. now you could add images to these if you wanted to, but it's not necessary. so i would say that the easiest way to get started with linkedin ads is actually doing the, the inbox ads or the message chats, and it's actually extremely profitable. now, the other argument to get started with these types of ads, like conversations ads and message ads, is that they're very bottom of funnel. so when you get started with a new medium- so for example, let's say that you've never actually done any linkedin ads before- it's very hard to justify doing the middle of funnel or the top of funnel because there's no hard revenue tied to what you're doing. now if you have a very sophistikated campaign for a year and you're you understand that you're using linkedin just to increase consideration, increase problem awareness, and that's fine. you can go ahead and and run single image ads and video ads, brand awareness, marketing campaigns etc. but in a lot of cases, partikularly with smaller companies, you really need to prove return on investments. so you need to tie the ads directly to revenue and i would say that doing something like an inbox style ad that goes to people's linkedin inboxes is going to lend itself more to actually getting revenue, to getting sales meetings, to getting sales pipeline. and i'm going to show you how to create this message type. but first i just want to show you a little bit of a case study here from jason whittup- i hope i pronounced his name correctly- and it's how i generate 5x return from one linkedin conversations ad campaign. so what he did was he promoted a demo and offered a special incentive in these conversation ads for a hundred dollar doordash gift card. now a lot of people out there on the internet are also going to argue that paying people to get into meetings with you is uh not good, that you, if you need to bribe people to get into a meeting, you're going to attract the wrong people or they're people that would have bought from you otherwise. but we know empirically, uh, looking at case studies like these, that it's very lucrative, and one of the reasons is because it's not necessarily just that you're paying them to meet with you. it's that you're showing you respect their time, and that's very different from how most people approach cold emails, how most people approach, uh, cold messages and cold advertising. instead it's usually a little more egocentric, like, hey, uh, i want to get 15- 30 minutes of your time and i don't. i don't want you to give me anything or i'm not going to give you anything other than information, but really it's just kind of a greedy sales grab. but by putting the gift card up front, you're saying, uh, yeah, i actually value you and i value your time. so we looked through the data on this single campaign, he spent 266 thousand dollars, uh, and the cost per se was 30 to 70 cents each. total demo request: 2 000, so 2 000 mqls. pipeline: 5.3 million and closed one was 1.3 million. so, uh, with the spend of 266 000, we're able to generate 1.3 million dollars. so this kind of performance is going to sell your internal team on linkedin advertising or your clients, if you're a consultant, the fact that you you can tie it directly to revenue, which is not always the case with a lot of advertising. so there you have it: a 5x return on investment from a single uh campaign. so how do we create these? well, the first thing i want to say is that it's kind of similar to cold email, right? we're sending messages to people's inboxes now, uh, one of the things is that the open rate is going to be around or over 50, like people are. it's called a click-through rate in linkedin, uh, when you're doing these message types. but really what it is is an open rate similar to what you would have with emails. now, with emails, if you do cold email correctly and you enhance the deliverability and you check the validity of the emails and use a proper cold email tool- [Music]- then what's going to happen is you, you will get open rates that are approaching 50 or perhaps even higher, um, but again, what i, what i want you to factor in is the hidden costs of doing things that seem free. so content marketing seems free. it's not. it's very labor intensive. similarly, cold email is scalable, but it's not free. you have to set up the colon email system, you have to set up a new domain, uh, you have to get somebody to potentially customize those emails. it can be automated to some extent, but you also have to pay for the software, for the automation. i'm not saying it's it's expensive, that you shouldn't do it. i'm just saying that the true cost of things like inbound marketing, cold email, are hidden, whereas, uh, the cost of advertising through something like linkedin is very transparent, um, but that shouldn't deter you from from using these channels. the other reason that i'm a huge advocate of advertising is it's just fundamentally scalable. you can reach your entire total addressable market by doing advertising and there it's scalable in a way in which there's economies of scale. it's not labor that's allowing you to hit more people. it, you know, not producing more content, doing more copywriting. it's just money. it's just capital. you're throwing more capital at ads and the more capital you s you send, the more results you get, and we see that example here. you spend 266 000 instead of 100 000. you're going to get a lot more revenue. it's pr, it's pretty simple, and that there's a reason that large companies do advertising. uh, and there's a reason that it it can grow much faster than doing something labor-intensive like content marketing. all right, so how would we create one of these? well, we would just go into a campaign group and then we would create a campaign like this and generally, what you would want to do is lead generation as the objective, to have a lead gen form. you can select the location, you can customize the audience, so you could do like a list upload, or you could just put in attributes, like i'm going to go af.

3/6 Ads That Click to Message: Messenger

hi, many Chatters, this is here, with manychat and meta, to teach you our second class in this module: how to create ads that click to messenger with automations. if you come from our previous class, we learned all about the ads manager, how to use it. maybe you already knew how to use it, but we also saw some incredible new tricks and tips that I love to use for my own advertisements. so if you skip that one, I highly recommend you go and watch it really quickly so you can just know that you know everything. know that you didn't skip a single thing. so in this class, we're going to be learning, as I mentioned, how to connect your Facebook ads to your Facebook Messenger automations on manychat. so let's get started. okay, so let's get to the actual fun part. I know a lot of you already knew how to create your ads, how to create audiences, and I know, I know you know that. but now we're going to learn how to integrate your automations into your ads using click to Messenger. so in this lesson, I'm going to teach you about the two super cool ways to do it. we call them Json and visual Jason. but first let's tok about the question: why do messenger ads? why do we want to do? advertisement that sends people over to Messenger. why send them over to chat? well, it's actually the popular go-to channel for contacting businesses. a lot of people want to know more information about you, your company and your product before they purchase. personally, when I am going to buy something, I love to start a conversation with an agent that can guide me, and this makes it so much easier, especially since what happened with iOS 14 going forward. when you do ads that lead to messenger, using manychat for your automations, you own your data. every single bit of that data is yours to use to retarget, even if they have IOS 14 or or further. you can qualify your leads and offer personalized content. for example, let's imagine I go into your store- remember the ad that we were doing before drive to my store. what if I asked you, hey, do you live in place A or B? so I can give you the Google Maps link to the store closest to where you live? I can ask you, hey, do you live in this partikular region? if you don't, I can tell you: I'm so sorry, I don't have any stores anywhere near you. plus, let's be honest, landing pages only have a three to five percent click-through rate. that's really not good. meanwhile, with click to messenger, you get first party data that you can use to retarget your audience. that means that you can contact them in the future. you can offer buttons that click to purchase or, like our example, click here to drive to the near store. you can follow up on abandoned carts and that is basically the coolest thing. you can say: hey, you didn't purchase this. um, want a coupon? do you want a discount? and you can personalize your content based on actions. so imagine the person is striving to the store for a second time and they go on an ad because they want to go there again. you can check. you can check with manychat. like: oh, this person has engaged with this partikular content before I'm going to say: we would love to see you again. so let's see an example of a messenger lead generation flow. the first piece that we have is the entry point. so we want to generate interest and capture their attention prior to a launch. this partikular ad says: put a little spring in your step with pieces personalized to your style, size and budget, tell us what you need. and if you see, the headline says: chat with stylist. chat with a stylist, someone that is going to help you find the best outfit, the best choice for you. if the person clicks on that send message button, we're going to open our Legion flow, build a 10 question quiz as a legion flow to qualify lead. so, for example, here we have. what kind of outfits are you looking for? oh, dinner, how do you describe your style? casual, fashion, forward, formal. and let's imagine that my dogs started barking, they started running and I had to run to get them and I forgot to finish the quiz. look how cool. the third one is a reminder from original Coast clothing. hey, you only have a few questions left to answer. come back over and let's finish this now so you can send automatik reminders for everyone who didn't complete the flow within the 24 hours from their first Contact and, of course, 24 hours after their last interaction. and last but not least, you can follow up so you can set up an automated message that says the name of the sales agent, like: hey, Mohit, I'm Pam and I'll be helping you with your order. do you have any questions before we get started? so let's say Mohit comes in, answers to that question in five minutes. Pam comes in, sees all of the answers and now she can provide personalized assistance without having to ask any of those questions herself. of course, the coolest thing about Facebook Messenger is that it connects directly to your Facebook business account so you can start building relationships that are personal and convenient. and they are all living in the exact same place, which is Facebook Messenger. so they're toking to their friends, they're toking to their family and they're toking to your business and, of course, that you can just change accounts with thin Facebook messenger and start toking back to them as your company out of. if you pair this with manychat, you can increase your sales by adding buttons, quizzes, FAQs. you can have so many cool things, like a smart delay. imagine your automation saying: hmm, let let me think about that for 10 seconds, can you count down for me? and then it waits 10 seconds exactly to send a next message. remember that automations are not just about optimizing your time. they're about making the experience fun and enjoyable. automations are made to be fun and, of course, to provide valuable information that helps us sell more. together, we can help you have conversations with your customers that deliver more for your business. and this is the cool part that I was toking about: how do you connect your manychat automations to your click to Messenger app. we're going to have the Json code or the visual Json, and you're thinking three to say that Jason thing looks a lot like code. and I am not a programmer. I have no idea how to write a code- well, I do, but we don't need to know how to do it. manychat does it for us in visual Jason. well, that's just a really nice way of saying keywords. so we're going to build one together right now. in our previous lesson we were creating this ad campaign to drive traffic to a store. so if we go back just to check on these for a little bit, we can see that this one was set for engagement. we said that we have a lifetime budget of 300 for all of our ads. we have two different groups of people- people who toked to me before and those who are similar to the people who toked to me before- and we have different ads that are going to drive people to tok to us. in this partikular case, the tip that I gave you is that we are going to try and have one campaign per Channel. this way, we can optimize and make decisions based on the channel That is driving the best results. in this case, I selected messenger because we're going to be tying our messenger automations to the ad and we don't want to drive people from Instagram to Facebook or from Facebook to Instagram. the best idea is always to keep the person on the channel they are contacting us from. so let's go into our manychat account and see how can we actually tie this and have it fully automated. okay, so here I have created a very, very simple flow. the starting step, which we have not defined yet, is going to open up the following message: hi there, could you tell me which of these cities is closest to where you are right now? San Diego, Los Angeles, none of those. if the person says San Diego, it is going to say: perfect, click the bottom below to see our location on Google Maps, and this is a link that says drive. now all I have to do is input the link right here. if the person says Los Angeles, they're going to get the same message, but the link is going to be different and of co.