Direct Sponsored Content | LinkedIn Help

Direct Sponsored Content

Last updated: 2 months ago

Direct Sponsored Content ads are Sponsored Content ads that are created in Campaign Manager. Sponsored Content is a collection of ad formats that includes posts sponsored from your LinkedIn Page and ads created in Campaign Manager.

When you create Direct Sponsored Content, it won’t appear as an organic post on your LinkedIn Page but can display when members use the Ads filter on your Page.

Direct Sponsored Content ads can be helpful when you need to:

Create variations of ads to test how your audience engages with varying ad elements, such as text, images, or calls-to-action.
Create content that's specific to your target audience, such as the member's location or profession.
Track visits to a specific page on your website using third-party tracking, such as URL parameters.

To create Direct Sponsored Content, you need permission on both the ad account and LinkedIn Page.

Related tasks

Request permission to create Direct Sponsored Content

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To create new ads or to sponsor organic posts from your LinkedIn Page, you need an ad account in Campaign Manager that you associate with the corresponding Page. Then you’ll need the correct permissions on your ad account and the Page.

Required ad account permissions

The level of access you need on the ad account depends on who creates the campaign:
If you need to create both campaigns and ads, you must be assigned the campaign manager role or higher on the ad account.
If you only need to create or edit ads in an existing campaign, you must be assigned the creative manager role or higher on the ad account.
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When you create a Sponsored Content campaign in Campaign Manager, you can use the Browse existing content option to select ads for the campaign. Depending on the ad format selected, you can browse previously created Direct Sponsored Content, company Page, or employee posts.
Direct Sponsored Content ads are created in Campaign Manager. They don’t appear as an organic post on your LinkedIn Page. They do appear as ads and within LinkedIn’s Ad Library.
Organic company Page posts are content posted by super and content admins to your Page’s feed. They’re also visible to all LinkedIn members from the Posts feed of your LinkedIn Page.
Organic employee posts are content posted by verified members who are active employees of a company.
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You need the correct permission on both your ad account and LinkedIn Page to create new ads or to sponsor organic posts. You can send a request for permission directly to Page super admins from the Ads in this campaign page in Campaign Manager.

To create ads in Campaign Manager, you must have the following permissions:
Super admin, content admin, or Sponsored Content poster on the Page associated with your ad account.

Creative manager access or higher on the ad account.
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Sponsored Content ad formats deliver native ads to the LinkedIn feed of members in your target audience. They can be displayed to LinkedIn members across desktop, tablet, and mobile devices. Sponsored Content ad formats include:
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