Exploring LinkedIn Document Ads

by Laura Shewbridge on 24th May 2024

As Marketing Manager at Capsule, I am constantly looking for new ways to reach new prospects and to share our knowledge with our LinkedIn network. We’ve created a full content library of great resources such as white papers and case studies.  I was interested in exploring the benefits of using  LinkedIn document ads to share content with our target audience.

 

What is a LinkedIn document ad?

 

LinkedIn ads allow you to reach a professional audience effectively to drive website traffic, build awareness and generate higher-quality leads.  LinkedIn document ads are a form of sponsored content allowing you to promote documents directly in the LinkedIn feed. LinkedIn users can then read and download the document content without having to leave the platform. 

 

 Make the most of your content library by sharing e-books, case studies, white papers and infographics. Including a preview of your document can help entice readers and peak their interest.

 

You have the option to share your content freely, which can help grow thought leadership and build awareness, or you can capture leads by gating your document with a LinkedIn Lead Gen Form. 

 

The benefits of LinkedIn document ads

 

There are many great reasons why you should try Document Ads. For example:

 

  • Capture quality leads 

Offer users a preview of your document to gain their interest, then collect quality leads by gating your content. Ensure your sales or marketing team follow up, enquiring what prompted their download and if you may be able to answer any questions they might have.  

  • Measure audience interest in your content 

You have the ability to measure the impact of your content to understand how much of your document is read and downloaded. This is useful insight to inform your strategy across all the stages of the marketing funnel and can also help shape future content creation. 

  • Build awareness and nurture key audiences

Share educational and inspiring content to increase thought leadership and boost engagement with your target audiences.

 

How do I create a LinkedIn ad?

 

Creating your LinkedIn ad is an easy process involving several simple steps:

  • Firstly, choose your objective and decide on your campaign goal such as awareness, consideration or conversions. This will help guide you in your ad creation process. 
  • Select your targeting criteria and define your audience based on their job title, industry, company or interests. 
  • Pick your ad format from sponsored content, message ads, text ads or dynamic ads. 

Message ads appear in LinkedIn messages and text ads are displayed in the right rail or top banner. If you wish to run Document Ads, this is where you’d select the ‘Document’ format.

  • Next, set your campaign budget and schedule. 
  • Then create your ad creative. We’d recommend using clear images, strong headlines and a clear call to action. 
  • Measure and optimise your campaign. 

For document creation tips or how to use Document Ads across the funnel reach out to our team

 

Capsule HS Edit-10

Written by Laura Shewbridge

Marketing Manager

Laura joined our team in 2022 as Marketing Manager. She has worked within business development and marketing at a digital marketing agency, sports nutrition brand, private orthodontic practice and as a wedding planner!

Her diverse career has given her the chance to meet clients across a range of industries, and she loves listening to their marketing challenges and helping them find solutions. Laura has a particular interest in EV and the exciting developments in this sector.

Outside of work (and often during her lunch break) Laura loves running. She’s a member of a local running club and has completed 10 marathons, over 100 Parkruns and has been a guide to a blind runner.

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