LinkedIn Ads Personalization: Here’s How It Works!
Dynamic ads on LinkedIn allow ads to be personalized based on user profile information, such as name, company name or profile picture. This makes for more relevant and eye-catching ads. But what exactly is possible and how can digital marketers use this form of advertising effectively within their campaigns? In this article, we will discuss the different ad forms, how they work in practice and what limitations there are within this social media advertising channel.
What forms of advertising are applicable?
Dynamic ads can include the following forms: Follower ads, Spotlight ads and Job ads. Follower ads are used to generate more followers. So you can use dynamic advertising to directly target people who see the ad. Spotlight ads are used to drive traffic to the landing page and website. So if you want to get more people to your website through the LinkedIn channel, this is a right ad to deploy. On LinkedIn’s channel, many people are looking for job opportunities. Job ads are used to find candidates for job openings. You can use the dynamic feature to address readers of the job ad directly in your own ad.
What does this look like on LinkedIn?
It is important to know what this function looks like and what it actually entails.
The dynamic follower ad has the following structure. Through dynamic headlines, you can address potential followers of your LinkedIn profile. As an example, you can use this: Jane, keep up with the latest insights from PureDigital. So the dynamic is the reader “Jane” and the company from which you are advertising, in this case “PureDigital.” So it is a combination of two dynamic elements: the name of the reader and the name of the company advertising with this dynamic. The ad description also has several options, but is limited to the same two dynamic elements.
In addition, Spotlight is also one of the dynamic forms. Spotlight uses a slightly different dynamic structure. In this ad, to get traffic to the website, you can use the reader’s profile picture to attract attention. So as a reader of the ad, you see your own face, which naturally stands out when you are mindlessly scrolling on the social media channel.
Last but not least is the dynamic form Job ads. Are you looking for new candidates? Then this might be the most interesting of the three. This form of advertising is most similar to the first: the dynamic follower ad. This form of dynamic advertising also has the two elements “name of the reader” and “name of the company advertising,” but there is an additional element. That is that this form can also use the reader’s profile picture.
So the dynamic forms have three elements: the reader’s name, the company advertising and the reader’s profile picture. You can use prescribed headlines, or you can use a custom ad. You can also choose to use the reader’s company: “Professionals from Philips are already following our page.”
How do you deploy dynamic ads within the funnel?
Dynamic ads on LinkedIn are employable at multiple stages of the funnel by capitalizing on personalization. By addressing users directly with their name, company or profile picture, ads stand out faster and feel more relevant.
Within the upper end of the funnel, dynamic ads can be used to increase visibility and reach new audiences. Think about building followers or creating initial interaction with the brand. Here, it is important to quickly connect with the millions of users on the platform, where attracting attention immediately plays a big role, as many users scan and scroll without actively thinking about the content they see.
In the middle phase, the focus is more on generating traffic and deepening interest, where personalization can help hold attention and encourage click-throughs. In the lower stage of the funnel, dynamic job ads can be used to prompt users to take action, such as encouraging applications and finding new candidates within recruitment campaigns.
While dynamic ads are not fully deployable across the funnel, they can be used strategically at different stages to capitalize on user attention and engagement.
What are the limitations regarding this function?
Dynamic advertising is an interesting addition, but it also has obvious limitations. The main limitation is that this ad form cannot be used for lead campaigns and is therefore not suitable for direct conversion goals, such as generating leads through forms. The only form that focuses on a concrete action is within job ads, which are aimed at attracting candidates. In addition, the dynamic options themselves are limited. You can only use some fixed profile data, such as the user’s name, the name of the advertising company, the user’s profile picture and the user’s company name.
All in all, you could say it’s a bonus that especially on a push channel such as LinkedIn, attracts readers’ attention. The ad form has its dynamic limitations, but still offers the opportunity to advertise in a different way. Ultimately, you want to hit people and make sure they read your ad. These techniques can ensure that you get just that extra push you need, whether that’s that extra follower, more traffic to the website or the exact candidate you needed for your job posting.
