Chapter 10: Creating An “InMail” Ad
Hey there my friends! Let’s now show you how to set up the last type of LinkedIn Ad available with the campaign manager, the InMail Ad. Start in the campaign manager while already logged into your ad account and click on “create campaign”.
Now locate the “InMail Ads” option in the campaign type selection page and click on its corresponding “select” text link. Now enter your campaign information.
Start by entering a name for your InMail ad campaign in the “campaign name” field, then choose your campaign’s target language in the “target audience language” menu. Now select what you want to happen after members click on your ads.
And just like when you set up your sponsored content campaign, you will have the option to either “Send people to your website or content” or to “Collect leads using LinkedIn Lead Gen Forms”. For this example we are going to select the “Send people to your website or content” option.
Now click on “next” to start setting up your InMail ad content. The first step is to enter your new InMail ad name in the “Sponsored InMail Ad Name” field. Now select your InMail’s sender. The ad account’s admin will be selected as the sender by default, but you can use the “add sender” option to send a request to another user to be added as the sender of the InMail.
Now click on “next” to start creating your subject line and message content. Start by entering your subject line in the “subject line” field. Make sure to always keep your subject lines concise, relevant and conversational, and always strive to add value to your subject lines by adding keywords such as “thanks”, “exclusive invitation”, “connect”, and “opportunities”.
Now, your message should be crafted in a conversational tone and be kept under 1,000 characters. Make sure to use the “insert custom fields” menu to add custom salutations at the beginning of your messages. Once you are finished crafting your InMail message click on “next”.
On the following page you will have to insert your sponsored message’s landing page and call to action. Start by entering your landing page link in the “landing page URL” field. Now define your call to action by entering your call-to-action text in the “call to action” button field.
You can optionally add a banner creative to your sponsored message by clicking on the image upload box and uploading your banner or image from your computer. Once you have made your changes to this page simply click on “next”.
InMail Ads will also give you the option to “edit”, “duplicate”, and “manage tracking” on your ad, as well as to “create another ad” during the campaign setup, and you will simply have to click on “next” if you are not going to edit, duplicate, manage tracking, or create ad variations.
The next step is the audience creation and targeting setup. The audience targeting setup options for InMail ad campaigns are the same we showed you previously, as you will be able to select to “use a matched audience” to “retarget website visitors” or to “target a list of accounts or contacts”, or to use a saved audience to target by going to the “target by” menu and selecting the “applying previously saved” template option.
Once again we are going to select the “the audience below” option to set up our target audience. We start by selecting our target locations in the “what locations do you want to target” section by typing the name of our target locations in the locations field and then selecting whether to “include” or “exclude” them from our targeting.
Now you will have to select your “specific targeting criteria”. We are going to target the same criteria we did in our previous chapter by selecting “company industry” and including “hospital and health care” as our first targeting criteria, then selecting “job title” and including “purchasing agent” as our second targeting criteria.
Once you select your targeting criteria you will have to select whether to enable or not “audience expansion”, which we recommend you to enable.
Now click on “next” to move on to the next step, where you will have to set up your budget and schedule. Now, InMail Ads are paid by a “cost per send” basis, which means that you will bid per each prospective member that you will send your InMail messages to.
Because “cost per send” will be selected by default as the only bid type you will simply have to enter your daily campaign spend in the “daily budget” box, and then to enter your maximum bid amount on the “bids” box.
Now select to “start immediately” or to “schedule start” on the “campaign start date” section, click on “show end date, total budget and ad rotation options” to adjust your campaign’s end date using the calendar function, or select to “run indefinitely”, enter a maximum budget amount in the “total budget” box and adjust your “ad rotation” settings if you have more than one ad running on the campaign.
Finally, click on “next” to go to the “payment details and launch” page to review your campaign details and to enter your payment method if you haven’t done so already. Then click on “review order” and wait for your Sponsored InMail ad campaign to launch. And that’s it!