Off-platform event ads allow advertisers to create an event ad without needing to create a LinkedIn Event. You can promote your off-platform event to a target audience with an event ad set. By promoting your off-platform event on LinkedIn, you can drive traffic to a landing page off LinkedIn to capture registrations or increase livestream views.
Step 1: Make sure you have the correct permissions
To create an off-platform event ad, you must have super admin, content admin, or Sponsored Content poster access on your ad account's Page and creative manager access or higher on your ad account.
Step 2: Create an ad set
Before you can create your ads, you must first create an ad set. Your ad set includes settings that help determine who your ads are shown to, where your ads are shown, and how much your ads can spend.
To create new off-platform event ads, you can either:
- Create a new Classic ad set, selecting brand awareness, website visits, engagement, or lead generation as the objective.
- Edit an existing ad set with event ads.
Step 3: Create a new off-platform event ad
To create a new off-platform event ad:
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On the Ads in this ad set page in Campaign Manager, click the Create new ad(s) button.
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Complete the following fields:
- Name this ad (optional) - Only visible in Campaign Manager.
- Introductory text (optional) - Content will appear above the image scraped for your event.
- Event destination URL - Add the URL for your external event.
- Ad image - Upload a custom image to appear on your ad for the event cover image.
- You can use different image sizes including 480x270 or 1280x720 pixels. The minimum width is 480 pixels, and the aspect ratio must be 16:9.
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When you use an external event URL, you will be prompted to input your external event details in the following fields:
- Event type - Option to select Online or In Person
- Timezone - The selected start and end time will be reflected in the selected timezone.
- Start date and Start time - Input the start date and time for your external event.
- End date and End time - Input the end date and time for your external event.
- Address - If you selected In Person for Event Type, a physical address is required to be entered.
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Select the ad Call-to-action
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Preview the ad on the right side of the page.
- The uploaded ad image will be used as the event cover image for your ad.
- Mobile previews are currently generic and don’t display an accurate preview of your ad.
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Click the Save ad button in the lower-right corner.
- Ensure the Add to ad set checkbox is selected to add your new ad to the current ad set.
When you’re ready, you can launch your new ad set or save changes to an existing ad set. Your ads will be reviewed and, if approved, are displayed based on the settings of your ad set.
Here's a tip
Only Page super and content admins can disable, delete, or reply to comments as the Page on your event ads.
After your event ad set delivers impressions to your target audience, you’ll be able to view the number of event registrations and analytics attributed to your ads in the reporting dashboard in Campaign Manager. Select the columns Performance, Conversions & Leads, or Events or create your own custom view, to view event registrations and ad analytics.
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