Understand LinkedIn Ad Campaign Objectives
LinkedIn ad campaign objectives are the strategic goals you set for your LinkedIn advertising. Every ad campaign you run on LinkedIn should be linked to a specific objective to measure the right outcomes. Therefore, understanding LinkedIn ad campaign objectives is paramount to your marketing strategy’s success on the platform.
With LinkedIn ad campaign objectives, you can customize and optimize your ad experience based on what you hope to achieve. While setting the objectives, you can choose from a wide range of options such as brand awareness, website visits, engagement, video views, lead generation, website conversions, job applicants, and more.
How LinkedIn Ad Campaign Objectives Work
LinkedIn ad campaign objectives not only guide your marketing strategy but also help you choose the ideal formats, bidding strategies, and optimization metrics for your ads.
Let’s take a look at each of them in detail:
Brand Awareness:
If your campaign objective is to increase brand awareness, LinkedIn ensures that your ad reaches as many people as possible within your budget. The cost of your ads is calculated based on the cost per thousand impressions or CPM.
Website Visits:
If you want to guide people to your website, LinkedIn optimizes your campaign for clicks on your ad that lead to your landing page. The ad cost for this objective is calculated based on cost per click or CPC.
Engagement:
To increase engagement, LinkedIn focuses on getting more likes, shares, and comments on your ads. You will also pay for the engagement on a cost per click basis.
Video Views:
If video views are your goal, LinkedIn optimizes your campaign to reach people more likely to watch your video. The cost of this objective is charged per impression.
Lead Generation:
If your campaign’s central aim is to generate leads, LinkedIn optimizes your campaign to show ads to people more likely to fill a lead gen form. The cost is billed per send.
Website Conversions:
If you want people to perform a specific action on your website like sign-ups, downloads or purchases, LinkedIn optimizes your campaign for conversions. The cost varies depending on your custom bidding and budget.
Job Applicants:
If your objective is to drive job applications, LinkedIn optimizes your campaign for people more likely to apply. The cost of this objective also runs on a cost per send basis.
The Impact of LinkedIn Ad Campaign Objectives
Although LinkedIn ad campaign objectives might seem like a small part of your overall LinkedIn advertising strategy, they make a massive difference in the results of your marketing efforts.
For instance, by choosing the right objective, you can ensure that your ads reach the right people at the right time, increasing the chances of achieving your business goals. Furthermore, LinkedIn ad campaign objectives can help you keep track of your performance, allowing you to make changes as necessary to improve your results.
Remember, achieving great results with LinkedIn ads doesn’t happen overnight. It requires persistence, experimentation, and continuous improvement. Therefore, selecting the right campaign objectives and being clear about what you want to achieve with your LinkedIn ads is the first step towards a successful marketing campaign on LinkedIn.