WikiHow to create Message Ads Campaign on LinkedIn

How to create Message Ads Campaign on LinkedIn

May 17, 2023

LinkedIn provides a unique opportunity for advertisers to connect with their target audience through various advertising options. One such option is Message Ads, which allow you to engage with LinkedIn members directly through personalized messages. In this guide, we will walk you through the process of creating a successful Message Ads campaign on LinkedIn. To create a Message Ads campaign on LinkedIn, follow these steps:

  • Sign in to your LinkedIn Campaign Manager: Go to and sign in to your LinkedIn advertising account.
  • Access the LinkedIn Campaign Manager: Click on the “Work” icon in the top right corner of the LinkedIn homepage and select “Advertise” from the dropdown menu. This will take you to the LinkedIn Campaign Manager.
  • Create a new campaign: In the Campaign Manager, click on the “Create Campaign” button to start creating a new campaign.
  • Select the campaign objective: Choose the objective that aligns with your marketing goals. For Message Ads campaigns, common objectives include lead generation, event promotion, or content distribution.
  • Choose the ad format: Select the “Message Ads” format for your campaign.
  • Set up your campaign details:
  1. Campaign name: Provide a name for your campaign to easily identify it.
  2. Language and location: Specify the language and geographical location(s) you want to target with your ads.
  3. Audience targeting: Define the characteristics of your target audience, such as job titles, industries, company size, or interests. You can also use saved audiences or create a new audience based on your targeting criteria.
  4. Budget and schedule: Set your daily or total campaign budget, as well as the start and end dates of your campaign.
  • Create your ad:
  1. Message content: Craft a personalized and engaging message that will be sent directly to your target audience’s LinkedIn inboxes. Tailor the content to resonate with your audience and include a clear call-to-action.
  2. Personalization tokens: You can use personalization tokens to dynamically insert the recipient’s name or other personalized information into the message to make it more relevant.
  3. Media attachments (optional): You can include media attachments such as images or videos to enhance your message and capture attention. Note that video attachments are currently only available for select advertisers.
  4. Preview your ad: Review the preview of your message to ensure it looks visually appealing and the messaging is clear.
  • Set up tracking and conversion tracking:
  1. Add a call-to-action (CTA): Choose a CTA button that aligns with your campaign goals, such as “Learn More,” “Register,” or “Download.”
  2. Conversion tracking (optional): If you want to track conversions from your ad, set up conversion tracking by adding LinkedIn Insight Tag to your website. This allows you to measure the impact of your campaign and optimize for better results.
  • Review and launch your campaign: Before launching your campaign, review all the details to ensure accuracy. Check your targeting settings, ad content, budget, and schedule. Once you’re satisfied, click the “Launch Campaign” button to submit your campaign for review.
  • Ad review and approval: After submitting your campaign, LinkedIn will review it to ensure it complies with their advertising policies. This review process typically takes a few business days. You’ll receive an email notification once your campaign is approved, and your Message Ads will start appearing in the LinkedIn inboxes of your target audience.
  • Monitor and optimize your campaign: Once your campaign is live, monitor its performance in the LinkedIn Campaign Manager. Keep an eye on key metrics such as delivery rate, open rate, click-through rate (CTR), and conversions. Make any necessary optimizations to improve the performance and achieve your campaign goals.

Creating a successful Message Ads campaign on LinkedIn requires thoughtful planning, compelling messaging, and ongoing optimization. By leveraging the power of personalized messages, you can build relationships with your target audience, drive engagement, and ultimately achieve your marketing objectives on this professional networking platform. Regularly analyze the data, test different message variations, and make adjustments as needed to maximize the effectiveness of your Message Ads campaign on LinkedIn.


Virtual Assistant Service

Get in touch

    Virtual Assistant Service