- Job search marketplace Hired saw a five times higher click-through rate compared to previous efforts by using LinkedIn's new choose-your-own-path Conversation Ads, according to details shared with Marketing Dive by the professional networking site.
- The new ads allow marketers to create multiple customized call-to-actions. For instance, a person that sees the ad can click to view a webinar or choose to download an ebook. The ads are sent only to active users to drive views and engagement.
- Conversation Ads are starting to roll out now as a public beta to all advertisers across all languages.
As use of digital and mobile platforms for messaging purposes grows, LinkedIn is building more personal two-way conversation capabilities into its advertising offerings with Conversation Ads.
Messages sent on LinkedIn have quadrupled in the last five years, per the company. An eMarketer study cited by LinkedIn reveals that 35 % of the global population uses mobile messaging apps and forecasts that by 2023, use will grow to 40% of the population.
Business-to-business marketers rely on relationship building and LinkedIn's Conversation Ads are designed to help these marketers create ongoing conversations so that when people are ready to contract services with a new vendor or seek out a new job, they will think of those companies they’ve been connecting to on LinkedIn.
Looking at the success rate of Hired's campaigns, the ads appear to have helped the tech jobs marketplace engage job hunters thanks to providing multiple opportunities to click.
"By turning ad engagements on LinkedIn from one-sided messages to two-sided conversations, Hired saw a big uptick in quality candidates entering the system," said Chase Gladden, growth marketing manager at Hired, in a statement.
Three years ago, the company launched the LinkedIn Audience Network, a native advertising network that runs Sponsored Content ads on high-quality, third-party desktop and mobile publishers using the social network's audience data.
LinkedIn, which is owned by Microsoft, saw a 25% increase in revenue during its fiscal 2020 first quarter, with sessions increasing 22%, the company reported in October.