LinkedIn Carousel Ads: Your Guide to Better Campaign Results

LinkedIn carousel ads offer businesses a dynamic way to showcase multiple images and links within a single advert on the platform. Each card within the carousel can feature its own image, headline, description, and call to action, allowing you to tell a more complete story about your brand, service, or products. This format provides an interactive element to your content,
LinkedIn Carousel Ads: Your Guide to Better Campaign Results featured image
5 June 2024

LinkedIn carousel ads offer businesses a dynamic way to showcase multiple images and links within a single advert on the platform. Each card within the carousel can feature its own image, headline, description, and call to action, allowing you to tell a more complete story about your brand, service, or products. This format provides an interactive element to your content, as users can scroll through the carousel cards, making it an engaging choice for fostering brand awareness and driving conversions.

By using carousel ads effectively, you can increase audience engagement by presenting a narrative or a range of products in a creative and compelling way. Whether you’re aiming to build a compelling brand story or showcase the depth of a single product, carousel ads offer the flexibility you need to meet your marketing objectives. It’s crucial to understand the best practices for creating and optimising these ads, from crafting attention-grabbing content to enhancing user experience for maximum impact.

Key Takeaways

  • Carousel ads enable storytelling and product showcasing in a multi-image format.
  • Crafting compelling carousel ads involves creative storytelling and optimisation.
  • Effective use of carousel ads can lead to increased engagement and conversions.

Understanding LinkedIn Carousel Ads

LinkedIn Carousel Ads provide a dynamic way to showcase your brand’s story through a series of interactive images or videos. Designed to engage people and foster brand awareness, carousel ads allow you to present a deeper narrative that is both eye-catching and actionable.

Carousel Ads: The Basics

Carousel ads on LinkedIn are a type of sponsored content that enables you to feature a series of images or videos in a single ad. Each card in the carousel can be customised with its own image, caption, and call-to-action (CTA), giving you the flexibility to highlight different products, offers, or aspects of your brand. Carousel ads are designed to be interactive, encouraging people to swipe through the content and engage with your message.

  • Content Types: Utilise JPG, PNG, or GIF files for images, ensuring that each one tells part of your brand’s interactive story.
  • Engagement: Aim to create content that prompts interaction, whether to inform about your offerings or present a compelling brand narrative.

Creating Engaging Carousel Content

Your carousel content should be more than just visually appealing—it should be strategic and designed to elicit a specific action from the viewer. Use high-quality graphics and eye-catching visuals to draw attention, and craft a clear, concise message to carry viewers through the interactive journey.

  • Storytelling: Think of each card in the carousel as a chapter in your story, with a clear beginning, middle, and end.
  • Interactive Elements: Incorporate interactive components that entice viewers to engage with the ad and take the next step.

Technical Specifications for Carousel Assets

To ensure the best quality and functionality of your LinkedIn carousel ads, abide by the following advertising specifications:

  • Images/Video
  • Format: JPG, PNG, GIF
  • Aspect Ratio: 1080 x 1080 pixels (1:1)
  • Size: Maximum 10 MB per image/video
  • Number of Carousel Cards: You can include between 2 and 10 cards in your ad.

Remember, the technical specifications are key to ensuring your content is displayed correctly and that your audience can smoothly interact with your carousel ad.

Strategising Carousel Ad Campaigns

Crafting an effective LinkedIn carousel ad campaign demands a nuanced approach with clearly defined objectives and a keen understanding of the target audience. The goal is to create interactive experiences to foster engagement and deliver on your marketing objectives.

Setting Clear Campaign Objectives

Start by determining your campaign objective; this is fundamental to shaping your LinkedIn carousel ads. Whether your goal is to build brand awareness, generate leads, or drive website traffic, each objective informs the design and messaging of your ads.

Focus on creating a clear narrative through your carousel, ensuring that each card contributes meaningfully towards the end goal.

Consider using a strong call-to-action (CTA) on each slide to guide the professional audience through the funnel stages from awareness to consideration, and ultimately to demand generation. It’s crucial to tailor your CTAs to incite a desired action, thereby potentially improving your click-through rates (CTRs).

Targeting and Reaching the Right Audience

Identify and understand your target audience to ensure your LinkedIn carousel ads resonate with the professionals you aim to reach.

LinkedIn’s granular targeting options allow you to refine your audience based on industry, job function, seniority, and more. Utilise these filters to align your carousel ad content with the interests and professional needs of your audience.

This strategic targeting is pivotal for driving engagement and ensuring your content reaches those in demand of your product or service.

By establishing clear objectives and precisely targeting your intended audience, you are laying the groundwork for a LinkedIn carousel ad campaign that is poised for success. Keep these elements at the forefront as you develop your carousel ads to captivate and convert professionals on LinkedIn.

Execution and Optimisation of Carousel Ads

In the evolving landscape of LinkedIn advertising, executing and optimising carousel ads play a crucial role in showcasing your products and telling your brand story. This multi-layered approach helps in engaging customers with sponsored content right in the newsfeed, ultimately driving superior lead-generation campaigns.

Crafting a Compelling Carousel Story

To create an engaging carousel story, you should carefully curate the order of cards to reflect a natural progression that resonates with your audience. Start with a strong opener that captures attention and then structure subsequent cards to unfold your narrative, be it for a single product or multiple products.

Carousel Card Sequence Example:

  • Card 1: Intriguing introduction to product/service
  • Card 2-4: Key features and benefits
  • Card 5: Compelling call to action

Remember, the strength of storytelling is not just in the content but also in how you present it.

Best Practices for Carousel Ad Design

For your carousel ad design, adhere to recognised best practices:

  1. Use high-quality images or videos to showcase your offerings.
  2. Ensure each slide contains a succinct, clear message.
  3. Include clear calls-to-action (CTAs) on each carousel card.
  4. Design your ads to be visually cohesive to maintain brand consistency.

For the finer specifications, keep the character count up to 150 characters to prevent truncation and make the most of the given maximum dimensions for individual slides. Consult the best practices for carousel ads for more detailed guidance on design specifics.

Lead Generation with LinkedIn

Utilise LinkedIn Lead Gen Forms to transform your carousel ads into powerful lead generation tools. Here’s how you can optimise for leads:

  • Integrate lead gen forms with your ads to collect quality leads.
  • Simplify the lead submission process for users by auto-filling their LinkedIn profile information.

By implementing well-structured LinkedIn Lead Gen Forms, you can streamline the lead generation process and foster valuable conversions. Ensure that your call to action is aligned with your lead generation goals, prompting users to fill out your form. For example, if showcasing multiple products, encourage users to sign up to receive more information, thus capturing leads.

Tracking and Measuring Ad Performance

Effective tracking and measurement of your LinkedIn carousel ads are critical to understanding their performance and impact on your objectives. Utilising LinkedIn’s built-in tools and focusing on key metrics will equip you with insights to refine and enhance your advertising efforts.

Essential Metrics and Reporting

Your understanding of ad success hinges on carefully chosen metrics. Within LinkedIn’s Campaign Manager, you’ll find a variety of metrics, crucial for measuring performance. Focus primarily on:

  • Clicks: The tangible actions users take on your ad.
  • Impressions: The count of times your ad is displayed.
  • Conversion Tracking: Quantifies the user actions that follow ad interactions, aligning with your set objectives.
  • ROI: Measures the return on investment, comparing the gain from ads against the cost.

Periodic reports should be generated to review these metrics regularly, enabling you to make informed decisions quickly.

Landing Page Optimisation

Once a user clicks on your ad, their experience on your landing page can significantly affect conversion rates. Optimise your landing pages by ensuring:

  • Fast page load times, ideally under three seconds.
  • Clear and compelling call-to-action statements.
  • Consistent messaging between the ad and landing page content.

Monitor website visits through https:// or http:// URLs provided in the ad, using analytics tools to track user behaviour and page performance. This focus on detail ensures the value that users find on your landing page aligns with their expectations set by the ad, ultimately leading to higher conversion rates.

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