LinkedIn is a great place to advertise your brand and content. Some of the issues you will need to consider when setting up a campaign on LinkedIn are: Audience, ad format, placement, and budget. The first and probably the most important step in setting up your LinkedIn advertising campaign is deciding which LinkedIn advertising objective is right for you. So which LinkedIn objective best suits your campaign, and which will help you reach your goals?
Types of Objectives
There are seven different types of objectives for LinkedIn ad campaigns. Each serves a slightly different purpose, so understanding what they do is vital for selecting the right one and running a successful campaign.
Brand Awareness – This is a basic objective if you simply want to tell more people about your product, services, company, or LinkedIn Event.
Website Visits – This objective is great if you want more people to visit your website. Use this objective if your goal is to drive traffic to your website, marketing landing pages, or your LinkedIn Event. However, this doesn’t necessarily mean you’ll get more qualified leads on your site.
Engagement – Typically lowest in cost, you should select the engagement objective if your goal is to increase social engagement with your content or LinkedIn event or to increase followers to your Company Page.
Video Views – If you want more people to watch your videos this objective helps target people who will most likely watch your videos.
Lead Generation – When a person clicks your ad, a pre-filled form using the user’s LinkedIn profile pops up, so the person can easily submit their information if they are interested in your company, product or service.
Website Conversions – Similar to lead generation, this objective targets people who will likely take action upon visiting your website, whether it’s buying a product, signing up for an event or scheduling a call with a sales rep.
Job Applicants – This objective tells people about relevant job opportunities at your company, boosting your job posts to reach more potential candidates or recruits.
Choosing the Right Objective for You
Evaluating the benefits of all these objectives you will need to decide which is the right objective for your campaign. Think about the desired reaction you want from your audience upon seeing your campaign. If you are just starting out, it would be good to stick with objectives that offer pay-per-click rather than per impression, because there is less risked involved.
In the end, you should keep testing different objectives. The more you do, the better you will understand what works best for your campaigns and your company.