How to create 1:1 ads for LinkedIn

What does good look like?

It’s one of the most common questions I see when it comes to creating 1:1 ads for LinkedIn. And rightfully so, running this type of strategy takes time, effort and quite a bit of budget. So you need to do it right.

I’ve created a lot of 1:1 strategies over the last few years, ones that have driven incredible engagement from target personas.

But to highlight what good looks like, I want focus on a 1:1 ad created by one of my colleagues over at 6sense.

He’s focused on vertical expansion in the financial services industry, and they recently launched a slew of new, 1:1 ads for their top accounts. Below is an example of one of those ads for Morgan Stanley.

First and foremost, you have to call out the company’s name. Within the ad text/description and in the creative itself.

Here 6sense, in what’s become a trend lately, calls out Morgan Stanley in a callout bubble using emojis.

The second key piece is showing that you actually know something about the company and industry they’re in. In the orange text, and in what is actually a video ad, displays the specific products relevant to the company.

The only thing that I’d say they’re missing with this is adding more of this type personalization to the ad text/description above. That piece is fairly basic copy, and they could have been more bespoke.

Finally, they specifically call out that other leading organizations in the financial services industry use their product. And they specifically layout the logos that are current customers, adding validation.

All of this links to an incredibly personalized landing page, which we will touch on in-depth next week.

Don’t overthink it when creating 1:1 ads on LinkedIn. As long as you’re able to leverage the company name, specific information about the company and the industry they’re in, that’s all you need to get started.

From there, it’s just a matter of getting as creative as possible putting it all together. And this is just one example from 6sense of how to do that.

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