Yesterday, LinkedIn announced three new ad objectives as options in Campaign Manager: brand awareness, website conversions, and job applicants.
If you don’t recall, LinkedIn first introduced a new integration with Google Campaign Manager back in October of 2018. This integration allows marketers to better manage their LinkedIn ad performance alongside all their other campaigns. Given this is less than a year old, LinkedIn is constantly looking for ways to improve this feature.
In their announcement, LinkedIn explains the reason for this update is to help marketers achieve their more complex business goals. “You’ve shared with us that one of your biggest marketing challenges is ensuring your campaigns can meet increasingly complex business goals…Our latest version of Campaign Manager is the next step in our effort to give you the tools you need to create campaigns and measure their impact.”
3 New Objectives:
With these new objectives, LinkedIn has also updated its ad pricing model to offer the best price point for your ads. Each objective aligns with a different pricing style.
- Brand awareness: Selecting brand awareness as a campaign objective will charge you by impressions (e.g. cost per thousand or CPM). This type of campaign will help you get in front of a broader audience, hopefully increasing “brand awareness.”
- Website conversions: This tool has multiple layers; you can see how many people viewed your ad, how many clicked through and how many took action (conversion rate). If you select website conversions, you will only be charged when someone clicks through to your landing page.
- Job applicants: LinkedIn Talent Solutions customers who are trying to drive applications on LinkedIn or their own site, can now create ads using Campaign Manager.
These objectives allow advertisers to create full-funnel marketing campaigns by selecting the top-funnel objective for brand awareness, mid-funnel objectives for brand consideration, or bottom-funnel objectives that drive conversions.
We’ve also improved bid optimization to provide greater return on your campaign budgets. Campaigns will be optimized for delivery to people most likely to take the action you want. Automated bidding is now available for all key objectives to provide an easy way to optimize bid and delivery for maximum ROI Learn more about the marketing goals campaigns are optimized for by objective and bid type.
To improve cost per result, chargeable clicks are now aligned with the objective and bid type selected for your campaign. Learn more about objective-based pricing.
Reporting now includes a key result metric to help you understand how your campaign has performed against your selected objective. We’ve also redefined some of our reporting metrics. Learn more about objective-based reporting.
Legacy campaigns are any Website visits or Engagement campaigns created prior to the release of the objective-based advertising experience. Legacy campaigns will be labeled in the reporting UI. These ads will continue to serve until the end of the campaign. They will not have improved optimization as part of this new release. We recommend that you create a new campaign with the new objectives to get the strongest performance. Learn more about legacy campaigns.