LinkedIn Events Ads – Explained!

LinkedIn Event Ads are a great way to scale and gather more audience to your live event.

LinkedIn Events is an easy way to create and join professional events like meetings, webinars, seminars and more. LinkedIn members can find and join communities, grow their business, connect with others and learn new skills. 

What are LinkedIn Event Ads 

LinkedIn Event Ads allow you to promote LinkedIn events on your page to a specific audience.

Like sponsored content advertising, event ads appear in a member’s LinkedIn feed and are optimised to highlight important event details. 

Event ads can be selected as an ad format when you select one of the following campaign goals: 

• Brand awareness 
• Website visits 
• Engagement 

 When you add event ads to your campaign, you can create new event announcements or browse existing content that includes previously created event announcements and messages from your LinkedIn page with event URLs. 

Use performance metrics to measure how many event registrations were sent via event ads. To view event registrations, select Performance or Results and References from the report panel. You can also create a custom column view with event log metrics. 

Image Source : LinkedIn

Create a LinkedIn Live event Ad

Here is the short and quick process to create live event ad:

• Choose campaign objective (from above)
• Choose event format – “Event Ad”
• Select geography
• Populate your target audience
• Choose your daily or lifetime budget
• Create Ad copy – choose your live event 
• Comply with LinkedIn event ad terms

Benefits of LinkedIn event Ads

• Attracts the specific target audience/people that matter to your brand.
• Gather more attendees to your event with the LinkedIn advertising.
• Increase reach of your LinkedIn live event.
• When the event is live, your connections get notification.
• Capture leads by adding a lead form to event ad.
• Less friction than hosting/promoting event for external platforms.

Events Ads advertising specifications 

Event ads are a form of sponsored content that appears directly in a member’s LinkedIn feed. Ads promote a single LinkedIn event on your page. They are offered to members on desktop and mobile devices and are optimised to highlight important event details. 

Below is the ad information required for an event ad: 

• Name the specific ad (optional) – Use up to 255 characters to name your ad
• Intro text – use up to 150 characters to avoid truncation (up to 600 characters on desktop)
• LinkedIn Event URL – Add your LinkedIn event URL on your page. A thumbnail used in a LinkedIn event is automatically scraped for your ad

Bid Optimization Objectives and Strategies

When optimising for impressions, you can select from the following bidding strategies:

• Maximum delivery (Automated) 
• Cost cap 
• Manual bidding 

Hosting a LinkedIn Live Event

LinkedIn live event is hosted externally. At present LinkedIn doesn’t have functionality to host live event within LinkedIn

You can use external streaming providers like Streamyard to host a LinkedIn live event. Users will still be able to join event directly on LinkedIn.

Before proceeding, you need to check whether you have access to create LinkedIn live event.

LinkedIn Live event banner image requirement:

• Minimum width should be 480 px
• Aspect ratio : 16:9

Criteria to get access to LinkedIn Live Event:

• Your LinkedIn followers count should be at least 150.
• You should posted a recent original content.
• You have followed LinkedIn community guidelines.

Types of LinkedIn Events: 

LinkedIn Live Events can take three different forms: 

• Audio events are live, audio-only conversations without any video, screen sharing, or text chats. Attendees can join the presenters on stage, making audio events the most interactive event ever. Audio event organisers can easily go live on LinkedIn without the need to use a third-party streaming tool. Audio events can be spontaneous or planned, but to maximise participation, we recommend planning your audio event in advance. Attendees can network during the event, minimising the event window without leaving the event. 
• LinkedIn Live events are broadcast on LinkedIn, live conversations in comments and saved to your page or profile. The host has access to LinkedIn Live and a third-party tool to create a live stream. LinkedIn Live events can be spontaneous or planned, but we recommend planning your events in advance to maximise participation. Attendees can network during the event, minimising the event window without leaving the event. 
• External events are hosted outside of LinkedIn and advertised on LinkedIn. The organiser must provide a link to an external broadcast site that allows participants to join the event.  

After creating the event, the organiser can check the details at any time and the participants will be notified of important changes. Both organisers and participants can invite contacts to participate in the event, but only the organiser can cancel the invitation or remove the participant at any time. 

 After accepting an invitation, attendees can see a list of LinkedIn members attending the event. This is a great place to start interacting with other participants by inviting them to contact you. 

Roles in LinkedIn Live Event 

The following role types are available for events: 

• Organiser – The host of the event is called the organiser. They create the event, decide the details, invite participants and add one or more speakers. The organiser can be either a personal profile or a LinkedIn page (if the organiser is a page administrator). The event organiser cannot be changed after the event has been created. 
• Participant – a member who has accepted an event invitation or joined an event. 

Final Thoughts

You are now ready to publish your first LinkedIn event ad.

If you follow all the processes and instructions above, your ad will be set up and running correctly and should deliver the numbers you want. However, you can also hire a trusted LinkedIn advertising agency to help you run LinkedIn sponsored content campaigns. 

 As with other LinkedIn advertising options, you can check your KPIs at any time to see how well your campaign is performing.  

Need help?

If you need help in creating LinkedIn event Ads or even LinkedIn live event, please don’t hesitate to contact us.

We would love to help 🙂