How to use LinkedIn Document Ads to generate awareness and leads?

How to use LinkedIn Document Ads to generate awareness and leads?

New comer into LinkedIn Marketing Solutions Ads formats, Document Ads are high-value Ads, that allow you to share knowledge with your audiences during Awareness, Engagement and Lead Generation phases. In this article we will deep dive into this new format and give you some tips on how to evaluate the performances of your campaigns. But first…

What are Document Ads?

Document Ads allow advertisers to promote documents directly in the LinkedIn feed, where members can easily read and download content without having to leave the platform. Choose to share your content freely to build awareness and grow thought leadership or gate your document with a Lead Gen Form to capture interested leads. 

Why Document Ads? 

• Collect high-intent leads: Capture quality leads by gating your document with a Lead Gen Form. Share a preview of your document to generate interest and convert at scale. 
• Build awareness and nurture key audiences: Boost engagement by sharing educational, inspiring content they can read and download directly in their feed. 
• Measure audience interest in your document: Learn how much of your document is read and downloaded to inform your strategy across all phases of the marketing funnel.

What can you do with Documents Ads?

• Leverage a full content library of eBooks, case studies, white papers, infographics, or slides to nurture audiences and increase interest.
• Collect high-quality leads at scale by requiring LinkedIn members to exchange information for access to your full document.
• Drive engagement and conversions across all phases of your marketing funnel.
• Measure the impact of your content by understanding LinkedIn members' interest and engagement with your document.

What do you need to get started?

• Ideally a PDF document (eBook, Checklist, Products/Industry info,...).
• Ads Creatives to add to your LinkedIn sponsored content via Campaign Manager.
• Lead Gen Form to capture LinkedIn members informations before accessing your documents.

In conclusion, this new ads format from LinkedIn, will bring you one step closer to your audience by making sure they can easily access relevant information about your products and services. Having a more knowledgeable awareness phase will strengthen the relationship between your brand and your prospect. I personally think it will be great to have more educated prospect in your pipeline as it will help your sales team having more meaningful conversation down the road. If you are interested on learning more about marketing and sales alignment you can read our article about it HERE.

More questions?