Event ads are a form of Sponsored Content that appear directly in a member’s LinkedIn feed. The ads promote one LinkedIn Event from your Page. They are served to members on desktop and mobile devices and are optimized to highlight important event details. Event ads also allow advertisers to provide their targeted audience with a different ad experience before, during, and after an event. 

With event ads you can build interest and event registrations before the event, increase live video views during the event, and expand reach through views of the replay after the event. After the event, you can retarget audiences based on event responses, engagement, or views to continue connecting with this audience and moving them down the funnel. 

See the LinkedIn Live article for more information.

See the Create event ads in Campaign Manager article for more information. 

An event ad can be launched using a single Classic ad set with a start date before your event and an end date after your event, or by using three separate Classic ad sets for each event stage (before, during, after).

When setting up your event ad in Campaign Manager, you’ll have the ability to add optional introductory text. The same introductory text is used in the ads shown before the event, during the event, and after the event. It’s recommended you either add introductory text that is relevant for all three stages, create three Classic event ad sets (one for each stage), or not add any introductory text.

If you use a registration form while creating your event, members will be required to complete the registration form before, during, and after your event in order to view your event content. This also applies to members viewing your content through an event ad.

This means that your target audience will see a single image ad during all stages of your event because they are required to complete the form to access your content. If you’d like to reduce friction and maximize viewership, it’s recommended you don’t use a registration form.

When the member clicks the Attend call to action on the event ad, they’ll automatically be listed as an Event Attendee without any additional action.

For your LinkedIn Live event, you need to set up your LinkedIn event with a LinkedIn Live in order for members to see a live video in the ad during your event and a video replay in the ad after the event. If you create the event without selecting to use LinkedIn Live, members will see a static event ad experience before, during, and after the event. For events on another website, you can create an off-platform event ad in Campaign Manager.

Two or more ad accounts can promote the same event as long as the ad accounts are all associated with the LinkedIn Page that created the organic event.

The organizer of an event can delete it immediately after it has ended.

Related tasks

• Cancel or delete a LinkedIn Event

Campaigns operate in the UTC timezone. This can result in you experiencing different dates when looking at the end date due to the different timezones. For example, if the campaign ends on 5/1 but the ad set is scheduled to end on 5/1 at 10pm, the campaign will end earlier than expected since 5/1 at 10pm would be 5/2 in UTC. Be sure to extend the campaign end date to accommodate for this.

If the ad set doesn’t have accelerated delivery enabled, it’ll have a slow start and won’t spend immediately since the system will pace by the day rather than the time selected. The start time and end time feature is intended for longer ad sets to align with accelerated delivery and is not intended for normal pacing for short durations. If the ad set has accelerated delivery enabled, it should start spending immediately. If you’re not seeing this, please reach out to support for assistance. 

Important to know

For ad sets of short duration, for example, less than 24 hours, accelerated delivery should always be used.

 Learn more

Contact support for LinkedIn Marketing Solutions

Event ad sets use the same targeting options available for all LinkedIn Ads.

Learn more

• Best practices for LinkedIn Ads audience targeting