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Sponsored Messaging | Marketing Solutions Help
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href="https://www.linkedin.com/checkpoint/lg/login?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Fhelp%2Flms%2Fanswer%2Fa421723" data-test-id="sign-in-button">Sign in</a> </nav> </div> </header> <main role="main" tabindex="-1" id="a11y-main" class="layout layout--one-column" aria-label="Help content" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="article-details-page"> <div class="hue-page-heading" data-test-selector="heading-container"> <div class="page-width-content"> <h2 class="hue-page-heading__title hue-default-color t-24 t-bold" data-test-selector="heading-title"> Sponsored Messaging </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 2 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:(421723,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>With Sponsored Messaging ads, you can serve native message ads and conversation ads to your target audience through LinkedIn Messaging. These ads are displayed on desktop and mobile devices when members are active anywhere on LinkedIn. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>LinkedIn strictly controls the number of times a member can see Sponsored Messaging within a given time period. This is to maintain the member experience and help your ads reach members in your target audience in a timely manner. As a result, it’s unlikely the same member will see your ad twice within a short period of time. Sponsored Messaging ad campaigns are charged on a cost-per-send basis.</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></p><p></p><p></p><p></p><p></p><p></p>• Starting mid-October 2024, LinkedIn supports European Union (EU) targeting for Sponsored Messaging conversation and message ad campaigns. Only EU members who agreed to see Sponsored Messaging ads in their LinkedIn inbox will experience this change. See the <a rel="" href="https://www.linkedin.com/help/lms/answer/a544586" target="_self">LinkedIn Sponsored Messaging in the European Union</a> article for more information.<br> <p><br> </p><p></p> • Members can withdraw their consent to Sponsored Messaging ads displaying in their Messaging inbox through their <strong>Settings > Data Privacy > Messaging experience > Inbox layout with ads</strong>. See the <a rel="" href="https://www.linkedin.com/help/lms/answer/a1337839" target="_self">Manage your account and privacy settings</a> article for more information.<p><br> </p><p></p> <p></p><p></p>• Members can also manage their ad preferences and control the advertising uses of their personal data in their LinkedIn <a rel="" href="https://www.linkedin.com/mypreferences/d/categories/ads" target="_self">ad settings</a>.<p><br> </p><p></p> <p><p></p>• Advertisers need to comply with applicable law at all times. LinkedIn recommends customers seek advice from their own counsel regarding any legal concerns.</p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Sponsored Messaging language targeting considerations</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <ul><li>When you target English in a Sponsored Messaging campaign, ads are only shown to members whose profile language is set to English. This is different from Sponsored Content campaigns, where targeting English includes all members, regardless of their profile language. As a result, it’s recommended that your Sponsored Messaging ad copy matches your customer's language preferences to ensure the best customer experience.</li><li>To reach both English and local language audiences, create separate campaigns for each language to reach more members in a specific geographic area.</li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Objective-based advertising options</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Message ads support all levels of full-funnel marketing and can be used with these objective-based advertising options:</p> <ul> <li>Website visits</li> <li>Lead generation</li> <li>Website conversions</li> </ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Conversation ads can be used with these objective-based advertising options:</p> <ul> <li>Brand awareness</li> <li>Website visits</li> <li>Lead generation</li> <li>Website conversions</li> </ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>After creating a campaign, you can compare the number of button clicks received for each action in your conversation ad using the Flowchart option in the Ads tab of Campaign Manager. Understanding the engagement with each path in your conversation ad can help you analyze your ads’ performance. You can measure the performance of your ad campaign with engagement metrics, and understand the performance of your campaign better with professional demographic reporting.</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></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>To provide a relevant experience for our members, Sponsored Messaging ads received by individuals in your target audience are automatically moved to their Archived Messages folder between 20 and 40 days after receiving the message. Members can still access your message from their Archived Messages folder.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </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/a422183" target="_self">Create message ads in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a425089" target="_blank">Create conversation ads in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422321" target="_self">Edit Sponsored Messaging ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a425769" target="_self">View the conversation ad flowchart</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a565415" target="_self">Archive LinkedIn messages</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a441785" target="_self">Export reports in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a424171" target="_self">Professional demographics for your LinkedIn Ads in Campaign Manager</a></li></ul><p><strong> Learn more</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1446024" target="_self">Changes to Sponsored Messaging</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a426057" target="_self">Conversation ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a425533" target="_self">Message ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/legal/ads-policy" target="_self">LinkedIn Advertising Policies</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a421112" target="_self">Campaign bidding strategies</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a420561" target="_self">LinkedIn’s advertising cost and pricing</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/104424" target="_self">Brand awareness ad objective</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a420934" target="_self">Website visits ad objective</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422440" target="_self">Lead generation ad objective</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422871" target="_self">Website conversions ad objective</a></li></ul> </div> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-9gg0c" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Difference between message ads and conversation ads </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-9gg0c" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Message ads and conversations ads are ad formats under <a rel="" href="/help/lms/answer/71201">Sponsored Messaging</a>. These ads are displayed in your target audience’s LinkedIn Messaging. The ads are displayed on desktop and mobile devices and only when members are active on LinkedIn. </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> With message ads, you can display a targeted message with a single call-to-action button. </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> With conversation ads, you can set up multiple call-to-action buttons that link to your landing pages, open a Lead Gen Form, or drive engagement with more information in the next message. </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a421259?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Difference between message ads and conversation ads”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-j596x" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create message ads in Campaign Manager </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-j596x" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>With message ads, you can engage your prospects through native ads displayed through LinkedIn Messaging.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Message ads include a custom greeting, call-to-action (CTA) button, body text, and the ability to add a link in the message body. You can also add a custom footer to disclose legal terms, promotion rules, contact information, and more. If you selected lead generation as your campaign objective, you’ll also need to attach a Lead Gen Form.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422183?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create message ads in Campaign Manager”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-ko6du" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Add senders to a Sponsored Messaging ad campaign </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-ko6du" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Account managers in Campaign Manager can add, edit, or remove senders for a Sponsored Messaging campaign. Adding senders allows for increased personalization and message relevance to invited members. Sender permission requests can only be sent to your 1st-degree connections.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Prerequisites:</p><ul><li>You have account manager access.</li><li>Your account contains a Sponsored Messaging ad format. </li></ul> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>To add one of your 1st-degree connections as a sender:</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a427414?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Add senders to a Sponsored Messaging ad campaign”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-hvhpw" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Message ads advertising specifications </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-hvhpw" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>With message ads, you can serve native ads to your target audience through LinkedIn Messaging. The ads are displayed on desktop and mobile devices when members are active anywhere on LinkedIn. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The specifications for message ads are:</p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Name this ad - Use up to 255 characters, including spaces.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Sender - Select from available senders or add a sender.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Message Subject: Use up to 60 characters, including spaces and punctuation.</p> </div> </div> </li> </ul> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a425533?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Message ads advertising specifications”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-4jshk" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create Successful Message Ads – Best Practices </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-4jshk" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Message ads are native ads displayed on targeted members’ LinkedIn Messaging. Message ads include a single call-to-action button. Since message ads can be accessed through both desktop and mobile, ensure that your content is optimized for viewing on both platforms. Learn how to <a rel="" href="/help/lms/answer/73877" target="_self">preview and test a message ad</a>.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Below are some tips for crafting a successful message ad. </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Best days to launch</strong>: Tuesday and Wednesday are optimal days to launch message ads. </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a425156?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create Successful Message Ads – Best Practices”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section> <!----> <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-a134093" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a134093" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a134093"> 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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