Create a conversation asset for a click-to-message ad campaign

<!DOCTYPE html> <html lang="en" data-ui-framework="glimmer" data-presentation-type="FULL_PAGE" class="theme--artdeco"> <head> <title>Create a conversation asset for a click-to-message ad campaign | Marketing Solutions Help</title> <meta name="apple-mobile-web-app-capable" content="yes"> <meta name="apple-mobile-web-app-status-bar-style" content="default"> <meta name="viewport" content="width=device-width, initial-scale=1"> <meta name="description" content="Create a conversation asset for a click-to-message ad campaign"> <meta name="locale" content="en_US"> <meta name="robots" content="index,follow"> <meta name="og:title" content="Create a conversation asset for a click-to-message ad campaign | Marketing Solutions Help"> <meta name="og:site_name" content="Marketing Solutions Help"> <meta name="og:description" content="Create a conversation asset for a click-to-message ad campaign"> <meta name="og:url" content="https://www.linkedin.com/help/lms/answer/a1700045"> <meta name="pageKey" content="hc_search_entity"> <meta name="asset-url" id="artdeco/static/images/icons.svg" content="https://static.licdn.com/sc/h/6sz1e821vgereyxaakx87tt4z"> <meta name="helpcenter:bootstrap" content="{"cdnUrl":"https://static.licdn.com","application":{"name":"helpcenter-frontend","instance":"i001","version":"0.5.5030","multiproductName":"helpcenter"},"availableHelpCenters":[{"urn":"urn:li:helpCenterInstance:linkedin","longLabel":"LinkedIn Help","shortLabel":"LinkedIn"},{"urn":"urn:li:helpCenterInstance:billing","longLabel":"Corporate Billing Help","shortLabel":"Corporate Billing"},{"urn":"urn:li:helpCenterInstance:learning","longLabel":"Learning Help","shortLabel":"Learning"},{"urn":"urn:li:helpCenterInstance:lms","longLabel":"Marketing Solutions Help","shortLabel":"Marketing Solutions"},{"urn":"urn:li:helpCenterInstance:recruiter","longLabel":"Recruiter Help","shortLabel":"Recruiter"},{"urn":"urn:li:helpCenterInstance:sales-insights","longLabel":"Sales Insights Help","shortLabel":"Sales Insights"},{"urn":"urn:li:helpCenterInstance:sales-navigator","longLabel":"Sales Navigator Help","shortLabel":"Sales Navigator"},{"urn":"urn:li:helpCenterInstance:talent-hub","longLabel":"Talent Hub Help","shortLabel":"Talent Hub"},{"urn":"urn:li:helpCenterInstance:talent-insights","longLabel":"Talent Insights Help","shortLabel":"Talent Insights"}],"globalAlerts":[],"helpCenterInstance":"urn:li:helpCenterInstance:lms","lixResults":[],"locale":"en_US","pageKey":"hc_search_entity","presentationType":"FULL_PAGE","uiTheme":"ART_DECO","uiDesignSystem":"hue-infra","siteSearch":{},"contactChannels":{"contactUs":{"href":"https://www.linkedin.com/help/lms/ask"}},"allowOpenChatWithQueryParam":false}"> <meta name="helpcenter:clientdata" content="{"helpCenterArticleUrn":"urn:li:helpCenterArticle:(1700045,LITHOGRAPH)"}"> <meta name="helpcenter:tracking-id" content="YovdxQxoQempfoSt2ZODpQ=="> <link rel="canonical" href="https://www.linkedin.com/help/lms/answer/a1700045">  <link rel="icon" href="https://static.licdn.com/scds/common/u/images/logos/favicons/v1/favicon.ico"> <script>(function(){function a(){var a,b;var c=new Promise(function(c,d){a=c,b=d});return c.resolve=a,c.reject=b,c}window.helpcenter=a()})();</script> <script src="https://static.licdn.com/sc/h/8hfbuq1ftcvnnx4dd5067pi0t" async defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/kqnjxe4lquult2wh53f8nxdt" defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/eyu17lkf6vsg7kzra0vc59dhy" defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/bgx32xxh5d2kzmy7ihmmx4l8d" defer type="text/javascript"></script>   <script src="https://static.licdn.com/sc/h/dah7freax6g0ke4qb7ldi8lo9" defer type="text/javascript"></script> <link rel="stylesheet" href="https://static.licdn.com/sc/h/5xeufzc2c97mapmyf53p7pzb4"> <link rel="stylesheet" href="https://static.licdn.com/sc/h/br4pwt2mabgjtw8ggoqn5thbd"> <script src="https://static.licdn.com/sc/h/74ve28hdtc8mw6w2g0inpz1vw" defer type="text/javascript"></script> <link rel="stylesheet" href="https://static.licdn.com/sc/h/f2nrji8842qbbbdkma1xmhaco"> </head> <body dir="ltr" class="base-page hue-web-theme--classic hue-web-color-scheme--light" data-test-id="base-page-body" data-in-hueify-scope="true"> <header class="global-header" data-test-id="global-header"> <div class="placeholder " id="system-message-outlet" data-inert-toggle-target="me-menu-inert-toggle-target" data-test-id="system-message-outlet"> </div>  <div class="page-width-content"> <div class="accessibility-menu" data-test-selector="accessibility-menu" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="visually-hidden" aria-live="polite"> <p class="mobile-view-on-desktop">Attention screen reader users, you are in a mobile optimized view and content may not appear where you expect it to be. 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click-to-message ad campaign </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 3 months ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(1700045,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>As an advertiser, you can create a conversation asset in Campaign Manager that you can use with your click-to-message ad campaigns. Conversation assets are only available for click-to-message ad campaigns.</p> </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p><p></p>We're gradually releasing new objectives for click-to-message ad campaigns to better align with business objectives and to ensure LinkedIn can scale to other ad formats and objectives for click-to-message ad campaigns. As a result, from late August 2024, we’ve made the following changes: </p><p>• The messaging objective is no longer available in Campaign Manager.</p><p>• You can’t edit existing click-to-message ads that use the messaging objective. However, you can turn ads on or off, and make campaign and campaign group edits.</p><p>• You can’t create click-to-message ads using the messaging objective, but you can create click-to-message ads using either the website visits or lead generation objectives with single image ads.</p><p>• You can’t duplicate a click-to-message ad campaign that uses the messaging objective.<br> </p><p>See the <a rel="" href="https://www.linkedin.com/help/lms/answer/a6821520" target="_self">Messaging objective is no longer available</a> article for more information.</p><p></p> </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>To create a conversation asset in Campaign Manager:</p> </div> <ol class="article-content__ordered-list" data-test-selector="orderedList-container"> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Sign into Campaign Manager.</p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>If you need to switch accounts, click the account name in the upper-left corner of the page and select the correct account name from the dropdown.</p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Click the <strong><li-icon type="shapes-icon"></li-icon> Assets</strong> dropdown in the left menu and select <strong>Conversations.</strong></p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Click<strong> Create Conversation</strong>.</p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Complete the <strong>Basic Info</strong> section.</p><ol><li>Enter a name for the ad in the <strong>Name this Conversation</strong> ad field. The name is only visible in Campaign Manager.</li><li>Select the <strong>Sender</strong> of the ad or click the <strong>Add sender</strong> button to add an unlisted member of your network.</li><li>Optional: Select the checkboxes to:<ol><li>Upload a banner creative.</li><li>Add an optional custom footer for terms and conditions or disclaimers. </li><li>Associate an existing or create a new Lead Gen Form for the conversation asset. Click <strong>Create a Lead Gen Form</strong> to create a new form. </li></ol></li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Click <strong>Next step</strong>.</p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Choose a template that best fits your messaging goal. When selecting a template, you’ll be able to view a preview of the message on the right side of the page.</p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Click the <strong>Next step</strong> button in the lower-right corner of the page. </p> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Complete the <strong>Conversation builder</strong> section.</p><ol><li>A preview of your ad will dynamically generate on the right side of the page as you complete the fields. For an overview of your entire conversation, click <strong>View Flowchart</strong> in the top-right corner of the <strong>Preview</strong> pane. Click <strong>View Preview</strong> to return to the preview. </li><li>Enter a subject line that'll appear as the first line in the member’s inbox. Short and impactful subject lines with a clear value exchange work best. There are two options to generate AI-powered subject lines. You can enter a draft subject and intro message and rewrite them with AI assistance, or you can enter an intro message and draft the subject with AI assistance.</li><li>Complete your <strong>Intro message</strong>. Rich text options like bulleting, italics, and bolding are available, although we recommend keeping the formatting simple and conversational since you’re in a conversation space. You can use macros to personalize the message.  </li><li>Optional: Select the <strong>Add an image</strong> checkbox to upload the required image. Click <strong>Upload</strong> and select the required image.                                                       </li><li>Under the <strong>Call-to-action buttons</strong> section, use up to 25 characters to create the first<strong> </strong>button text you want members to select.<ol><li>You can add up to five call-to-action (CTA) buttons with corresponding actions and response messages. It’s recommended that you include the main CTA in the conversation asset to increase the possibility of the member taking the desired action.</li></ol></li><li>From the <strong>Action</strong> dropdown, select the action you want members to take when they click the CTA. At least one of your CTA buttons must send customers to your website. If you associate a Lead Gen Form with your conversation asset, one of your CTA buttons must open a Lead Gen Form.</li><li>Click <strong>Edit response</strong> to create the response members will see after they click your initial CTA button. When you click <strong>Edit response</strong>, you can build out additional CTA buttons to layer into your conversation ad. If you associate a Lead Gen Form with your conversation asset, click <strong>View thank you response</strong> to view the confirmation message.</li><li>Click <strong>Add another button</strong> to provide members with up to five optional responses to your initial message. </li></ol> </div> </li> <li class="article-content__ordered-list-item t-14"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Click the<strong> Create</strong> button.</p> </div> </li> </ol> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Results</p><ul><li>The <strong>Conversations </strong>page opens, and your conversation asset is visible in the list.</li><li>You can now use your conversation asset in a click-to-message ad campaign.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related tasks</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1696141" target="_self">Create click-to-message ads in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1696104" target="_self">Search for a conversation asset</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1702063" target="_self">Edit a conversation asset</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1698079" target="_self">Duplicate a conversation asset</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a427102" target="_self">Create Lead Gen Forms</a></li></ul><p><strong>Learn more</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1703048" target="_self">Conversation assets</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1384061" target="_self">Click-to-message ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1383247" target="_self">Click-to-message ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1660918" target="_self">Click-to-message ad metrics in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1644059" target="_self">Click-to-message ads best practices</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6209213" target="_self">Intelligent subject line for conversation ads</a></li></ul><p><br> </p> </div> </article>  <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a279031" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a279031" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a279031"> Click-to-message ads </span> </a> </li> </ul> </div>  </aside> </div>  </div> </main> <div class="placeholder " id="toasts__wormhole" data-inert-toggle-target="me-menu-inert-toggle-target"> </div> <footer class="global-footer" data-inert-toggle-target="me-menu-inert-toggle-target" data-component-selector="global-footer" data-test-id="global-footer" role="contentinfo"> <div class="global-footer__upper-row-wrapper"> <div class="page-width-content"> <ul class="global-footer__upper-row-items t-12 t-black"> <li class="global-footer__upper-row-item global-footer__logo"> <a class="global-footer__upper-row-item-link" href="https://www.linkedin.com"> <li-icon size="14dp" color="brand" tabindex="-1" aria-hidden="true" type="linkedin-logo"></li-icon> <span class="visually-hidden">LinkedIn</span> </a> </li> <li class="global-footer__upper-row-item "> <a class="global-footer__upper-row-item-link" data-test-id="footer-contact-us" href="https://www.linkedin.com/help/lms/ask"> Contact us </a> </li>     <li class="global-footer__upper-row-item global-footer__language-switcher-wrapper"> <form action method="GET" class="language-switcher__form">  <label class="language-switcher__select-label"> <span class="visually-hidden">Select a language. 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