LinkedIn Introduces Objective-Based Advertising in Campaign Manager

Posted by Pat Henseler in LinkedIn Marketing Insights

Does it make sense to start the car and head down the road, without planning out where you’re going first? Of course not!

That’s why we were so excited for LinkedIn to come out with (and in honesty, catch-up with Facebook on) a completely redesigned campaign manager experience that STARTS with your end goal in mind: your ad objectives.

If you’ve noticed this change and are wondering how to use it to optimize your LinkedIn ads, or even if you don’t use LinkedIn ads yet, but are interested in how they can help your business, this article will give you a peek into how LinkedIn ads have been getting better and better over the past 16 months.

What is “Objective-Based Advertising”?

 

Basically, LinkedIn has completely revamped its campaign manager experience, making the workflow easier to set up and measure ads relevant to your specific campaign goals. So when you select your marketing objective (ie the action you want your audience to take when they see your ad – like registering for a webinar, visiting a website, or downloading an ebook) the campaign manager will streamline the ad creation process, showing only the features within their ad products that will help you reach your chosen objective.

This update first rolled out in beta in November 2018 and as of February 2019, everyone should now see the new objective-based experience inside campaign manager.

The first difference we’ve found from the old campaign manager is that with objective-based advertising, we are better able to optimize our LinkedIn ad campaigns. It’s a lot easier – and much more intuitive – to start with the end goal in mind, no matter what your experience with ads is.

The new campaign manager is also much easier when it comes to measuring the impact of ads, which means that it will be easier for you to see the results most relevant to your goals! (A big win in our book.)

Finally, LinkedIn has shared that the “newly designed campaign creation experience” will lay the groundwork for objective-based optimization and pricing to come mid-2019. So we’ll keep you informed about that.

So, to recap before we move on, here’s a quick list of reasons advertisers should be about the objective-based ads:

1. You start with the end goal in mind based on your marketing objectives.

2.It allows you to optimize your campaign by showing your ads to people most likely to take the action you want.

3.The new experience now offers automated bidding for key objectives, making it easier and more likely you’ll meet your marketing objectives.

For example if your objective is Lead Generation, you set a target bid and LinkedIn’s system will automatically raise or lower the actual bid to ensure your generate the maximum leads possible.

4.The customized campaign reporting is directly tied to your campaign’s objectives, which means you don’t have to search for the numbers you want to see. Saving you time and leading to better results.

5.Also –

  • Easier navigation. They’ve combined multiple screens into a single, easy-to-navigate flow with fewer pages to click through.  
  • New forecasting panel. With the new forecast panel, you can see estimates of your  expected results based on campaign inputs and comparisons to similar campaigns and advertisers.  
  • Redesigned targeting experience. Campaign Manager targeting has been completely redesigned to highlight the power of LinkedIn’s targeting while making it easier to use.
  • Faster, more responsive interface. LinkedIn has also rewritten Campaign Manager to a new technical stack making the interface faster and more responsive. This will allow them to release new updates, more quickly for higher quality experiences.  
  • Live ad preview. Live ad preview lets you see what your ad looks like as it’s being built. No more guessing what your ads will look like!

Here’s a quick video from LinkedIn that gives you a great preview of how choosing your objectives will guide the ad creation process:

Objective-Based Ads – Everything You Need To Know

Once you’re inside LinkedIn’s campaign manager, here are the steps it will walk you through.

First Part: Initial Set-Up

Step 1 – Choose your objective.

 

You’ll notice this now looks similar to Facebook’s campaign manager.

Currently, you can choose from four campaign objectives for LinkedIn objective-based ads:

  • Website Visits – Recommended for advertisers who want to drive traffic to their company website or marketing landing pages
    • Note: During the beta phase, you may also select this objective to run Brand Awareness and Website Conversions campaigns.
      • Brand Awareness – After selecting the Website Visit objective, choose Automated bid as the campaign bid type and maximize for Impressions in the campaign set-up flow.
      • Website Conversions – After selecting the Website Visit objective, choose Automated bid as the campaign bid type and maximize for Conversions in the campaign set-up flow.
  • Engagement – Recommended for advertisers who want to increase social engagement with their ads and/or increase Company Page followers
  • Lead Generation – Recommended for advertisers who want to capture leads using a submission form that’s pre-filled with the member’s LinkedIn profile data
  • Video Views – Recommended for advertisers who want to leverage videos for social engagement.
  • Brand Awareness – Recommended for advertisers who want to gain as many impressions of their ad as possible. Note: During the beta phase, you may use the Website Visits objective to run Brand Awareness campaigns.
  • Website Conversions – Recommended for advertisers who want members to complete specific actions, like a whitepaper download or webinar registration. Note: During the beta phase, you may use Website Visits objective to run Website Conversions campaigns.
  • Talent Leads – Recommended for Pipeline Builder customers who want job seekers to complete specific actions, like clicking through to a dedicated Pipeline Builder landing page for an open role.
  • Job Applicants – Recommended for Talent customers who want to drive clicks to job-related experiences, including LinkedIn job posts. Note: During the beta phase, you may use the Website Visits objective to run Job Applicants campaigns.

Steps 2: Your Audience

Once you select your campaign objective, the campaign manager will walk you through setting up your audience. See our full breakdown of LinkedIn’s new, 200+ professional interest-based targeting options here.

Step 3: Ad Format

From here you can choose the ad format you want, just know these options will vary depending on which objective you initially choose.

Here are the ad formats that are currently available for each objective (straight from LinkedIn):

Objective: Website visits

Goal: I want more people to visit a website destination on or off LinkedIn.

Available ad formats:

  1. Text ads
  2. Sponsored Content
    • Single image ads
    • Carousel image ads
    • Video ads
  3. Dynamic ads
    • Follower ads
    • Spotlight ads
    • Job ads
  4. Sponsored InMail
    • Message ad

Objective: Engagement

Goal: I want more people to engage with my content posts.

Available ad formats:

  1. Sponsored Content
    • Single image ads
    • Carousel image ads
    • Video ads

Objective: Lead generation

Goal: I want to collect more quality leads on LinkedIn.

Available ad formats:

  1. Sponsored Content
    • Single image ads
    • Carousel image ads
    • Video ads
  2. Sponsored InMail
    • Message ad

Objective: Video views

Goal: I want more people to watch my videos.

Available ad formats:

  1. Sponsored Content
    • Video ads

Step 4: Budget

From there, you set up your budget – and remember, the new campaign manager now offers automated bidding for key objectives, so knowing what to bid in order to get the results you want is that much easier.

Step 5: Conversion Tracking

Finally, you have the option to enable conversion tracking if you’ve already set up the LinkedIn Ads pixel.

Part Two: The Ad Creative

Once you’ve got the initial set-up down, all that’s left is to set up the ad creative where you just load up your images and your text.

 

How To Know If LinkedIn Ads Could Work For You

Even with all of LinkedIn’s new ad features, it can be a huge leap of faith to determine whether or not they would be a viable tool to help your business get quality leads and clients.

The best way to know if they would be good for you is to look at your ROI. If you’re considering LinkedIn ads at all, book an ROI strategy session below to speak with a Director of Client Strategy on our team and find out if LinkedIn ads would help your business get more leads and clients.