Consumers are literally inundated with advertising of all types these days, to the extent that most of it really just strikes them as background noise, and they tend to ignore it all. This is why it has become a crucial element for advertising to become personalized so that any consumer can be presented with a customized message showing why a product or service is of particular value to them.
Any ad which is not customized to reach a specific individual is very often relegated to the same status as all the other ads in the category of background noise. LinkedIn Dynamic Ads have been developed specifically to overcome this challenge, and to create ads which will appeal to specific consumers, and have relevance to them.
How LinkedIn Dynamic Ads work
LinkedIn Dynamic Ads are also known as dynamic creatives or dynamic banners, and they are in essence, banners which automatically change and adapt content or promotions, so as to appeal to a specific user. This enables every customer to see ads which are customized to their specific wants and needs. Dynamic Ads are available through LinkedIn’s Campaign Manager, and can be used in one of four different formats.
Job ads will connect potential candidates to your site’s job application webpage, so they’ll have the opportunity to apply for employment with your company. Content ads help with the generation of leads by encouraging users to download content which you have developed and posted, and which is only available through the sales representative for the platform. Spotlight ads can be used to feature products, services, newsletters, or upcoming events, and they have the express purpose of directing traffic to a landing page that you specify, or a website destination.
Once you have selected the kind of dynamic ad that you’re going to work with, you can start preparing it. Your first step should be to go to the Campaign Manager and click on the button labeled Create Campaign. You’ll find this in the upper right-hand corner of the page. Next, you’ll need to choose the Dynamic Ads option, and then create the name of your new campaign on the screen which appears afterward. Then you will need to decide on the placement of your new campaign, putting it in either a new group or one which already exists.
Then you’ll have to choose a language which your campaign will run in, and the format which you want to adopt, based on whatever your campaign objectives are. You can either use a preset text which is made available, or you can customize a brand-new one for this campaign. You also have the option of showing a profile image of the specific user, and this is a good feature to enable since it will almost always capture the user’s attention.
How your company will benefit from using Dynamic Ads
As mentioned above, one of the major benefits of using Dynamic Ads is that it personalizes ads to the wants and needs of a given customer, so that it won’t be simply dismissed and ignored. However, there are other benefits to be derived from using Dynamic Ads as well. Since dynamic banners provide consumers with real-time information that’s relevant to them, it creates a fear of missing out and spurs consumers to take action immediately. Your consumers will also have a better shopping experience because they have already learned that you are aware of their preferences and their needs.
Preference for Dynamic Ads
It has been determined that today’s younger generation greatly prefers dynamic ads to traditional ones because they’re far more receptive to customized messages which have been crafted exclusively for them. It also reduces the number of unwanted ads which they receive, and drastically reduces the cart abandonment ratio for online shoppers.
Creative ads can be used to remind shoppers of an item that they previously intended to purchase but have forgotten about, so they can be very useful to consumers in that way. Dynamic Ads also increase customers recognition of your brand and strengthens the connection between you and your customers, so that there is a much better engagement, which in turn leads to higher conversion rates.
Saving on resources and time
Using LinkedIn’s Dynamic Ads can be extremely efficient because marketing personnel will only have to design and create their ad one time. Of course, the copy must be developed for the campaign as well, but this too is a one time only requirement, and need not be repeated until an entirely new campaign is anticipated. The LinkedIn platform does everything else for you automatically, in terms of the personalization for the campaign.
LinkedIn provides pre-built templates which can help to streamline the entire process, while additional tools for data mapping help out with the customization process. Because this results in a major savings of time and resources, your marketing personnel can develop Dynamic Ads very quickly and move on to other pressing issues. All things considered, you get a tremendous bang for the buck, with very little time investment, and a huge return from the customized ads which are produced for specific users.
Monitoring and tracking of results
All marketing personnel have to be concerned with the results of any marketing campaign because it tells you whether or not your campaign has been effective, and has actually reached the intended audience. Dynamic Ads makes it very easy to monitor and track critical data associated with your target audience, and also provides analytics which you can use to understand user behaviors and habits.
LinkedIn Dynamic Ads makes use of members’ profile photos, job titles, names, and relevant company data, to grab the users’ attention and customize a message. These highly customized and personalized messages quickly capture the users’ attention. On top of everything else, Dynamic Ads are much more affordable and profitable than traditional ads have been in the past, largely due to the fact that your company only pays for ads which are seen by users.