Posts available to sponsor in Campaign Manager

Last updated: 2 months ago

When you create a Sponsored Content ad set in Campaign Manager, you can select ads from your existing content including: member posts approved for thought leader ads, your LinkedIn Page posts, and ads previously created in Campaign Manager. The posts or ads available as you browse your existing content depend on the objective and ad format you selected for your campaign and ad set. 

Types of existing content available for reuse

The table shows the types of existing content you can browse and potential requirements to use that content.

Types of content Requirements
Posts from LinkedIn members (thought leader ads)

You can only sponsor posts from LinkedIn members if:

  • The member who created the post approves your sponsorship request. 

  • Your campaign or ad set objective is brand awareness or engagement.  

  • The ad format you select for your ad set matches the type of media in the member account’s post. For example, if the post contains an image, you should select single image as the format for your ad set.
Posts from your LinkedIn Page (organic posts)

To sponsor organic posts as ads, keep in mind: 

  • The ad format you select for your ad set must match the type of media in your post. 

    • For example, if your post contains an image, you should select single image as the format for your ad set. 

    • Most Page posts can be sponsored as a single image ad or video ad, but you can’t sponsor posts that are a repost or contain multiple images. 

  • Some ad formats also require you to select a specific objective for your campaign or ad set: 

    • If you need to sponsor a document ad, you must select brand awareness or engagement as your objective. 

    • If you need to sponsor an article from your Page, you must select brand awareness, engagement, or lead generation as your objective. 

    • If you need to sponsor a newsletter from your Page, you must select brand awareness or engagement as your objective. 

  • Not all ad formats allow organic posts, such as carousel image or single job ads.
Ads previously created in Campaign Manager (Direct Sponsored Content)

To select previously created ads, keep in mind: 

  • The ad format you select for your ad set must match the ad format of the previously created ad. For example, you can only browse from existing video ads if you select video as your ad format.  

  • Some ad formats are not available as Direct Sponsored Content, such as article and newsletter ads.

Additional considerations for sponsoring organic Page posts

When browsing Page posts to sponsor, keep in mind:

  • You must have super admin, content admin, or Sponsored Content poster access on the LinkedIn Page to sponsor a post. If you need to edit a post before sponsoring it, you must be a Page super or content admin.

  • Depending on your ad set objective, you’ll need a destination URL in the Page post you sponsor. The following ad set objectives require destination URLs in your ads:

    • Website visits
    • Website conversions
    • Job applicants

  • If your post includes a YouTube video link, you can sponsor the post as a single image ad.

Here's a tip

You can sponsor a post directly from your LinkedIn Page by clicking the Boost button in the admin view of the Page post.

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