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- It's the most expensive ad type on LinkedIn. Could your investment in Sponsor InMail be worth it? Stay tuned and we'll dive into how to create the perfect sponsored messaging ad. (bright music) All of the other ad formats on LinkedIn, you pay only when someone clicks. But with Sponsored Inmail, you actually pay just to send it to someone, with no guarantee that they will see that they got it, or open it, or click on the link inside. Because there are so many steps between the recipient and clicking on your offer it really can get expensive very quickly. If you happen to have an offer that gets incredibly high engagement, it can actually bring your overall cost per click way down. The secret then is to have an offer that feels like a personal invitation. Because if you send this out just saying, hey here's this white paper we want you to download. You will have the highest cost per conversion on LinkedIn possible. So instead, we're going to give them an offer that really puffs up their ego and makes them feel important. The types of offers that tend to work really well with Sponsored InMail are things like, hey because of who you are in the industry, we want to give you early access or a sneak peek at something. Or we want to invite you as a VIP to this event we're putting on where you get to network with your peers and there'll be drinks and things. If you have an offer like that, LinkedIn Sponsored Messaging will be amazing for you. And if you do wanna advertise an offer that wouldn't work well for Sponsored InMail, stick around to the end and I will share with you my recommendations for the right ad formats to do those. Sponsored messaging can really feel personal, because you can include someone's name dynamically. First name, last name, their company name, their job title. It feels like someone is personally reaching out to you. Put yourself in the recipients shoes. If you were to get your own message from someone that you didn't know, would you classify it as spam email and just ignore it? Or would you be excited and call it a cool opportunity. if it's the cool opportunity, then this is the perfect kind of message for sponsored messaging. If it would be regarded as a spam message, definitely don't send it out it will become your most expensive mistake on LinkedIn ads. LinkedIn Sponsored InMail are the most complex ad to set up. So, let's jump in and I'm gonna show you exactly how to do that. From your ads dashboard and if you're not already there check the link down below to get there. Go ahead and click into one of the campaign groups because every account has default campaign group. I'll start in there. And then we're going to click Create campaign. And if I want to use LinkedIn...