Have a hard time getting more people to your LinkedIn events? You’re in exactly the right place! A 2023 SEMrush study looked at LinkedIn event ads. It found well-done ads can lift sign-up rates by up to 30%. This buying guide is backed by U.S. groups like HubSpot, Sprout Social, and others. You can compare two different kinds of event promotion strategies. Premium options include custom InMail invites made just for guests. The other options are generic, low-quality strategies that don’t work well. All our recommended expert tools come with two great perks. You get free installation, and we guarantee the lowest possible price. Don’t pass up this helpful opportunity to grow your event attendance. Try out these five high-performing paid tactics right away.

Registration Tracking

A 2023 SEMrush study has a useful finding. Good registration tracking for LinkedIn event ads gets 30% more people to sign up. Keeping track of these ad registrations is really important. It helps you measure how successful your ads are. It also lets you make choices based on real data.

Why Registration Tracking Matters

If you’re promoting an online event on LinkedIn, a few key things matter most. You need to know who signs up, and where they found your event. You can track these sign-ups to see what works best. That means checking which ads or audience picks get the best response. One company advertised an online security webinar on LinkedIn. They tracked all their sign-ups as they ran their ads. They found their InMail invites had a 25% higher success rate than regular display ads. So they shifted more of their time and money to InMail campaigns later on. Here’s a useful pro tip: Make a separate sign-up link for every ad channel and ad version you use. That makes it much easier to tell which parts of your plan are working well.

How to Track Registrations on LinkedIn

Step 1: Use LinkedIn Analytics

LinkedIn gives you detailed stats for your event ad campaigns. For each set of ads you put out, you can check a few key numbers. You’ll see how many people saw your ad, how many registered for the event, and how many clicked the ad. All this info lets you easily tell how well your campaign is doing.

Step 2: Integrate with Third – Party Tools

LinkedIn works with many common marketing tools like HubSpot and Marketo. These tools give you more detailed tracking and reporting info. You can use this to track what registered attendees do after they sign up.

Step 3: Monitor InMail Campaigns

After you send your message, track a couple of important numbers. Count how many people open that message. Also count how many people register after getting it. You can use this info to make your InMail messages better.

Industry Benchmarks

This table looks at different types of LinkedIn event ads. It compares the average rate each ad gets people to take action.

Campaign Type	Average Registration Conversion Rate
Display Ads	5 – 10%
InMail Invites	15 – 20%
Sponsored Content	8 – 12%

You can use marketing tools like Sprout Social. These tools recommend you check sign-up tracking data regularly. Doing this helps you spot new trends easily. It also shows you areas where you can get better. All these points are the key takeaways here.

• There’s a system that tracks event sign-ups from LinkedIn ads. This system is really important for one key job. It helps you see how well your LinkedIn event ad campaigns work.
• You can use outside tools to get more helpful, detailed info. Use LinkedIn Analytics for your tracking tasks. You can also use special sign-up links for tracking too.
• You want your messages to work as well as possible. Check each InMail campaign on its own to make that happen.
• Typical success numbers from your line of work help you see how well your campaign is doing. Our tool tracks when people sign up for your events. It makes checking your LinkedIn event campaign way easier.

Event Ad Creative

A 2023 SEMrush industry study found a useful stat. The right creative ad can boost event sign-ups by up to 30%. It’s important to make fun, engaging content for your event ads. That helps you draw in more people who want to attend your event. Next, we’ll look at what makes LinkedIn event ads totally unique.

Key Elements

Visual Content

Good visuals are a key part of advertising events. A well-picked photo or video grabs people’s attention right away. If you’re promoting a tech industry event, use sharp photos or videos of speakers talking on stage. These will make your ad feel really appealing. Make sure your visual matches your ad’s theme and overall vibe. Your visuals should be high-quality too, so they look professional. Canva is a common graphic design tool. It recommends using pre-made templates to make eye-catching visuals.

Human and Fun Elements

You can make your event ads feel way more relatable. Just add real human touches and bits of fun. Try asking simple questions, like what snacks people are bringing to the event. This makes the ad feel interactive for everyone who reads it. A study of a marketing conference tested two different ad types. The warm, human-focused ad got 25 percent more clicks than a regular ad. A great easy tip is to add personality or jokes to your ad writing. This makes your audience feel closer to the event. They’ll be a lot more likely to sign up as a result. You can use emojis in small amounts when you message people. Just keep your overall tone friendly and approachable.

Value Proposition Highlight

You should clearly share what people get out of attending your event. Make sure your audience knows all these perks right up front. If you’re hosting a business conference, mention a few key upsides first. Those include meeting other people in the field, exclusive tips, and access to industry experts. One study found event ads that list these perks clearly get more people to sign up. You can list the main event perks as bullet points. That makes it way easier for people to scan and understand fast. You can use our event value estimator tool too. It will help you figure out which perks you should highlight most. These are the key takeaways.

• Any visuals you use need to be really high quality. They also have to fit your event’s theme perfectly.
• You can get far more people to interact with any ad. There are two easy ways to pull this off. You can add relatable, real human touches to the ad. You can also work some light, fun humor into it. Adding these two small things makes people way more likely to stop and interact with the ad more.
• If you’re selling something or running a social page, you want people to take key actions. That might mean buying an item, signing up for emails, or following your account. The share of people who do that action is your conversion rate. You can make that rate go higher. All you need to do is clearly show what makes your offer great. Let people see right away why your thing is worth their time.

Ad Campaign Timing

A 2023 study from SEMrush looked at LinkedIn ads. It found when you run these ads changes how much people engage with them. Ads scheduled at good times get up to 30% more interactions. If you run event ad campaigns on LinkedIn, you need to know the best times to post. That helps you reach more people and get more of them to act on your ad.

Optimal Time for Engagement

General Weekday Times

People who use LinkedIn interact more during weekday work hours. The busiest times are 9 a.m. to 12 p.m., and 1 p.m. to 5 p.m. One study followed a small new tech company promoting an online product launch. Ads they ran during normal weekday work hours got 25% more clicks than ads run at other times. If you run ads on LinkedIn, target these weekday time slots. Doing this will help the most people possible see your ads.

Monday – Specific Times

Mondays are one of the busiest days on LinkedIn. The busiest times that day are 9 a.m. to 11 a.m. and 3:30 p.m. to 5 p.m. One marketing agency was promoting a monthly industry webinar. They found Monday morning ads got 18% more leads than ads on other days. To make the most of this busy time, put more of your ad budget toward those Monday campaign slots.

Event – Specific Promotion Times

When planning a promotion for an event, timing is really important. If your event is held at night, promote your ad several hours early. If your event starts at 7:00 pm, you can launch ads as early as 4:00 pm to build excitement. Local businesses hosting in-person networking events promoted ads 3 hours early. They saw a 20% jump in last-minute registrations from doing this. LinkedIn has a scheduling tool to help you make sure your ads run at the best time.

Best Time for Virtual Events

Online events have their own unique participation trends. They work best when held on evenings or weekends. That is when most people have extra free time. A global non-profit group ran an online fundraiser to test this. They found the highest attendance rates at their evening and weekend events. Saturday evening events drew the biggest crowds of all. If you promote online events on social media, target posts for evenings and weekends to reach more people. These are the key points to keep in mind.

• If you’re running ad campaigns on LinkedIn, timing matters a lot. The best times for these ads are usually between 9 a.m. and 12 p.m. You can also run them between 1 p.m. and 5 p.m.
• Mondays are the busiest days for users. The busiest times are early and late Monday afternoons.
• Share ads made just for a specific event. Post these ads right before the event starts. You only need to put them up a few minutes early.
• Evenings and weekends are the best times to promote online events. LinkedIn has a tool that tracks how well your ads perform. It suggests checking your ad campaigns at different times. This helps you find when your event is most likely to do well. We have a performance calculator made just for event ads. Use it to see how timing affects how well your campaign works.

Targeting Options

Did you know targeted LinkedIn ads can get up to 20% more people to click your event ads? A 2023 SEMrush study tested ways to promote events on LinkedIn. It found that targeting exactly the right people works best. You can check out all the different targeting options for your LinkedIn event ad campaign.

Auto – Targeting

If you’re new to advertising events on LinkedIn, its auto-targeting tool is a great first pick. LinkedIn uses this feature to pick the best audience for your event ad. It makes these choices based on the event details you share. Say you’re promoting a digital security event, for example. LinkedIn’s algorithm will find users who like IT security and tech. Only use auto-targeting if your event details are accurate and detailed. Add clear words that describe your event well. These can include your event title, key speakers, and main topics. This helps the algorithm understand your event better. It will also be able to target your audience more effectively. HubSpot recommends auto-targeting to help you save time. You won’t have to pick your target audience all by hand. This works especially well for smaller events that have wide general appeal.

LinkedIn Interests and Traits Targeting

LinkedIn has tons of info about what its users are like and what they care about. You can use this info to get the right people to your events. You can target users by their job title, work field, skills, or groups they joined. Say you’re hosting an event all about marketing. You could reach digital marketers, marketing managers, and people in marketing-focused LinkedIn groups. Here’s a real example of how this works. A software company wanted to promote a brand new product. They targeted LinkedIn users with skills like software development or product management, and people who like tech. This targeted campaign got 30% more event sign-ups than their non-targeted campaigns did. Mixing different user traits and interests gives you a very specific audience to reach. This will get more people to act on your ads, and make your ads feel more relevant to viewers.

Language Targeting

Targeting people by language is really important, especially for international events. You can show your event ads only to people who speak a certain language. If your event uses more than one language, make separate ad campaigns for each. This lets you customize the event experience for every group of guests. For example, one global business event had sessions in English, Spanish, and Mandarin. They made language-specific ad campaigns for the event on LinkedIn. That helped them draw a diverse crowd from many different regions. Their Spanish-language campaign got 25% more interaction than their non-targeted one did. You should write your ad text to fit each language you use. Add fitting cultural references and common local phrases to make ads more relevant to the people you want to reach.

LinkedIn Matched Audiences

You can target LinkedIn users that match people on your customer or contact lists. Upload your email list, and LinkedIn will compare it to its own user database. This is a great way to reach people in your network. You can encourage them to come to your event. Here’s a simple example of how this pays off. Upload a list of 1000 contacts to LinkedIn Matched Audiences. If your event registration costs $100, and 10% of the matched group signs up, you’ll make $10,000 in revenue. Update your contact list regularly. This makes sure you’re only targeting users with the right interests. Key Takeaways.

1. The auto-targeting option saves you a ton of time. You might think it would leave out details, but it doesn’t. It gives you detailed information about the event.
2. Say you want to reach a specific group of people on LinkedIn. You can combine two different sets of details about that group. First, you use the shared personal traits all its members have. Second, you use the shared interests those members have on the site.
3. The writing in ads can be changed to fit big international events. You do this using something called language targeting. That means you use the right language for the people you want to reach. This works great for events people all over the world follow.
4. You can use LinkedIn’s Matched Audiences to target your current network there. We have a LinkedIn Event Targeting Calculator you can use too. It helps you figure out how many people your event ad campaign could reach.

InMail Event Invites

Did you know custom InMail messages for LinkedIn events get opened more than generic ones? A 2023 study from SEMrush backs this up. It found personalized InMails can boost open rates by up to 25%. These InMail invites are really important for your event. They help you get more attendees and reach more people overall.

Subject Line

The first thing people see is your invitation’s subject line. That line decides if they’ll open your invite or not. Your subject line should be short, snappy, and easy to understand. Don’t use long, confusing subject lines. For example, you could use “Exclusive event: Unlock data insights”. Let’s look at Flexis Consulting as an example. The company was promoting its Virtual Data Summit. Their first subject line was “Upcoming Event by Flexis Consultancy”. That line had a really low open rate. They changed it to “Don’t Miss Virtual Data Summit” next. After that, their InMail invite open rate went up 18%. If you want to compare different subject lines, you can use A/B testing. Send two different versions of the invite to a small group of people. Use the one that gets opened more for the rest of your campaign.

Address the Audience

When you send an InMail, write directly to the people you want to reach. First, figure out what potential attendees care about, their goals, and what frustrates them. If you host a digital security event, you can help attendees keep up with new online threats. If your audience is IT workers, you might say: “As IT specialists, you face new digital security challenges all the time. We built our event to give you the latest strategies and solutions.” LinkedIn has some of the best audience targeting tools around. These tools let you filter people by job title, industry, and skill sets. You can send InMail invites to reach exactly the right people.

Message Voice

The tone you use shapes how people understand your message. Stick to a tone that’s friendly but still professional. Skip fancy specialized words if you’re not sure readers will get it. If you’re promoting a learning-focused event, use positive, encouraging words. You could say something like, “Join us on a fun learning adventure!” You’ll get all the information you need to do well in your chosen field. The Step-by-Step Guide:

1. Start by picking the mood you want to get across to others. This might be excitement, a professional vibe, or urgency.
2. Choose simple and straightforward language.
3. Make sure you check the tone of your message.

Personalization

Personalized InMail invites stand out easily. HubSpot recommends adding a personal touch to get more engagement. You should always include the recipient’s full name. Mention any recent accomplishments they’ve earned too. Note any past interactions they’ve had with your brand as well. Let’s say someone came to one of your past events. You could write them a short message that sounds like this. “Dear [their name], we’re so grateful for your help at our last event. You’re welcome to join us at our new [Event Title].” Then you can share the key takeaways for the event.

• Whatever you’re working on should be short and to the point. It also needs to grab people’s attention right away. And most of all, it has to be really easy to follow.
• Address the audience’s pain points and interests.
• When you write a message, pay attention to your tone. It should be friendly and warm for whoever reads it. But you also need to keep it professional at the same time.
• If you customize your InMails, more people will engage with them. Try our LinkedIn InMail personalization tool, and you’ll see how much better your event invitations work.

Successful Campaign Elements

Did you know clear goals for LinkedIn campaigns work way better? A 2023 SEMrush study found they’re 30% more likely to get the result you want. A successful LinkedIn event campaign needs several parts working together. Those parts help get more people to interact, and turn interest into the action you’re hoping for.

Define Clear Objectives

Quick helpful tip: Use SMART goals when you plan. Each goal should hit five simple points. It needs to be specific, measurable, doable, relevant, and time-bound. Don’t just set a vague goal like “get more sign-ups.” Try something clear like “get at least 100 sign-ups for our online event in two weeks.” This lets you put together plans way more efficiently. One new tech company tested this trick for their events. They set a goal to double sign-ups from their last event. They ended up boosting their event sign-ups by 55% total. Clear, defined goals also make it easier to tell if your marketing work is paying off.

Target the Right Audience

A new study checked how well event promotion campaigns work. Campaigns that reach the right people perform far better. They had a 60% higher success rate than more general campaigns. LinkedIn has lots of tools to target specific groups of people. These tools help you find folks who would want to attend your event. You can target people by their industry, location, job title, and more. Say you’re hosting a digital security event, for example. You should focus on reaching IT workers, CTOs, and cybersecurity analysts. One security company used LinkedIn for their own event. They targeted people who went to the same past conference as them and lived in their city. This focused approach made event attendance go up by 40%. Here are simple tips to make this work for you. Split your audience into groups based on their habits and interests. Make custom, personal content for each group to get them engaged.

Craft Compelling Ad Content

The text above an ad’s picture usually has the biggest impact. Your ad needs a headline that grabs people’s attention right away. Use fun, interesting language to highlight what’s great about your event. For example, you could say: “Unlock exclusive insights into the industry at our next virtual event”. One marketing event ad had a catchy headline and clear next step. It got a 35% increase in how many people clicked through to it. Asking viewers what snack they’ll bring to the event works really well. It adds a nice human touch to your whole advertisement. Your ad will feel more fun and relatable if you include this detail.

Conversion Tracking

Tracking conversions helps you tell if your marketing campaign worked. You can use LinkedIn’s conversion tracking tool for this. It counts how many people sign up for your event after seeing your ad. Set up “event registration” like Google Analytics recommends. This lets you accurately calculate your campaign’s ROI, or what you earned vs what you spent. One software company tracked their event sign-ups. They found their LinkedIn ads had a 15% conversion rate. That helped the company decide if the campaign was worth running. Pro tip: Look at your conversion data regularly to find parts you can improve. If your conversion rate is low, try changing who your ad targets or what it says.

Set up Proper Campaign Timing

If you’re running ads for an event, timing is super important. Start early enough so people have time to sign up. Don’t start so early that people forget the event. For online events, starting ads 3 to 4 weeks early works best. One learning event ran ads 4 weeks before its date. Those ads got 25% more sign-ups than ads started one week early. If you want more people to show up, send reminders or direct message invites closer to the date. Those are the key takeaways.

• Define clear SMART goals for your campaign.
• LinkedIn has tons of different helpful options you can use. All these options help you find the exact right people you’re looking for.
• Put together a cool, attention-grabbing advertisement. Make sure you use fun, snappy headlines to go with it.
• You can easily tell how effective your campaign is. All you need to do is track its conversions.
• Plan your campaign to get as many sign-ups as possible. Use our ROI Calculator to see how your LinkedIn event ad campaign will turn out.

Text Recommendations

Good writing is really important for LinkedIn event ad campaigns. A 2023 study from SEMrush looked at how these ads perform. It found carefully written ads get 30% more clicks than ones with generic text.

Length and Structure

• LinkedIn event ads work best when they’re nice and short. Shorter ads usually do better on the platform, because most people on LinkedIn scroll and skim content quickly. You should aim for an ad that’s 100 to 150 words long. That’s plenty of space to share all your event’s most important details.
• Start your writing with a fun, attention-grabbing hook. If you’re promoting a data-related event, you could open with the line: “Are You Ready to Unlock The Secrets of Data in 2025?” Next, share all key details about the event. These details include the date, time, and location. Use bullet points to separate different pieces of information. This will make your writing much easier for people to understand.

Content Highlights

• Your event ad should clearly tell people what they’ll get if they attend. If your event is virtual, mention how its online features make the experience better. For example, say, “this virtual event has interactive Q&As with industry leaders and gives you access to expert tips.”
• First, make sure you highlight any exclusive special features. These can be headlining guest speakers, or workshops with limited spots. Always be sure to emphasize these perks clearly. You could promote a special exclusive webinar with industry expert Ronny Alidi. A great example of a practical ad ran on LinkedIn for a data security event. The ad told attendees they would get access to data security research. That small detail led to way more people signing up for the event.

Audience Engagement

• Event marketing software suggests sending personalized InMail invites. This can get way more people to interact with your message. Be sure to use the name of the person you’re writing to. Also explain how the event helps their work or personal goals. You can use a sample line like this: “Dear [Name], this digital security event is made just for you as a digital security professional.”
• Try adding interactive content to your text ads. You can ask a question to hook your audience’s attention. One good question is “What’s your biggest data security challenge?” Asking questions boosts engagement and gets your audience to think. If you’re running an event, create a poll for it. Polls help you get more people to join in and interact.
• You can build really specific audience groups for your events. Use event RSVPs, ad interactions, and ad views to make these groups. Showing follow-up ads to these groups keeps the conversation going after your event. If someone saw your ad but didn’t sign up, you can send them a special message next. That message can highlight all the great benefits of your event. Those are the key takeaways to keep in mind.
• If you’re putting together an ad, this tip will help you get the best results. Your ad should be between 100 and 150 words long. Sticking to that length will make sure your ad works as well as possible.
• Tell people about the special, one-of-a-kind parts of your event. Also share what makes your event worth their time to attend.
• If you want to keep your audience interested and engaged, use personalized invitations made just for them. You can also share interactive content they can take part in.

FAQ

What is the significance of registration tracking in LinkedIn event ad campaigns?

A 2023 SEMrush study has a useful finding for LinkedIn event ads. If you track sign-ups properly, you can boost ad conversion rates by up to 30%. This tracking lets marketers see how well their campaigns are performing. They can then make choices based on real data instead of guesses. Tracking also helps you spot which ad elements work best. These include ad designs, target audience options, or InMail invitations. Our Registration Tracking Analysis lays out a simple trick for this. Setting a unique sign-up link for each ad part makes tracking much easier.

How to create compelling event ad creative for LinkedIn?

You need three key things to make a great event ad. Canva says use high-quality visuals that match your event’s theme. Add relatable human touches and humor, too. Try asking questions or using emoticons to get people more engaged. Bullet points work great to highlight the best parts of your event. All these simple tricks will help more people sign up for your event.

Steps for sending effective InMail event invites on LinkedIn?

• Pick a short, clear, interesting subject line for your message. It should grab people’s attention right away. You can use catchy phrases to draw readers in. A good example is “Exclusive event: Unlock data insights”.
• Pay attention to what your audience cares about most. Think about what bothers them and what they find interesting. If your event is about digital security, mention how it fights new online threats.
• Don’t use confusing fancy words that most people won’t understand. Keep how you talk or write friendly to everyone reading or listening. You should also sound polite and professional at the same time.
• Make your invitation feel personal. Add the name of the person you’re inviting. Mention cool things they have achieved. You can also bring up past times you’ve spent together.

LinkedIn event ad campaigns vs traditional event promotion: What are the differences?

LinkedIn’s event ad campaigns let you target people really precisely. You can pick people based on their job title, industry, skills, and more. This specific targeting makes it far more likely you reach the right audience. LinkedIn also gives marketers detailed stats to track event sign-ups. These stats let you accurately measure how well your campaign is working. You can then make any needed changes to the campaign.