Tell more people about your products, services, or organization by selecting the brand awareness objective for your ad sets. The ad formats, bidding strategies, and optimization goals available for brand awareness ad sets optimize towards the reach or impressions of your ads.
Brand awareness ad objective
Last updated: 2 months agoImportant to know
You can't select an ad rotation option for ad sets that use the brand awareness objective. However, ads in brand awareness ad sets will default to using the rotate ads evenly option.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support telling more people about your products, services, or organization. Brand awareness ad sets automatically select reach or impressions as the optimization goal, depending on the ad format and bidding strategy selected.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table:
| Setting | Available options |
|---|---|
| Ad formats |
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| Bidding strategies |
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| Optimization goals |
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Here's a tip
The only bidding strategy available when optimizing for reach is maximum delivery (automated).
Reporting metrics
Reach is the key result of Brand Awareness ad ad sets. View a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:
- Performance metrics
- Delivery
- Engagement
- Conversions
- Bid and Budget
You can also view professional demographic data about members who are interacting with your ads.
Important to know
For brand awareness ad sets, cost per result is calculated by dividing the total spent on your ad set by every 1,000 member accounts reached.
Learn more
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When you create an ad set, you’ll choose from settings to determine who your ad is displayed to, where your ad is displayed, how much your ad set spends, and when your ad set runs. Optionally, you can also add tracking such as conversion tracking or URL tracking parameters.
The first step when you select your ad set settings is to choose a marketing objective. An objective is the goal you’d like to achieve with your ad set. Ad sets are optimized for delivery to people most likely to take the action you want based on the objective you select. Each objective offers ad formats and bidding strategies that align with the goals of that objective.
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Increase engagement on your content through likes, comments, shares, follows, and clicks to a landing page or LinkedIn Page when you select engagement as your ad set objective. The engagement ad objective is in the middle of the marketing funnel, which aims to help your audiences consider your business for their needs.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support your objective of increasing engagement. Engagement clicks are selected as your optimization goal by default.
The ad formats, bidding strategies, and optimization goals available vary depending on the setting. Learn more about the available options in the following table:
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Dynamic ads are personalized ads served in the right rail tailored to each member based on their own LinkedIn profile data, such as profile photo, company name, or job title. Personalization features are also available in Sponsored Content and Sponsored Messaging ads through supported macros and member account ads personalization settings. Learn more about personalization options for your LinkedIn ads.
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Ad set key result and cost-per-result metrics are displayed in Campaign Manager reporting. The key result is determined by the ad set's objective and bidding optimization goal.
Key result and cost per key result
Key result shows the number of times your ad set has achieved its objective. Cost per result calculates the total spent on your ad set divided by the number of results, for example, clicks. For brand awareness ad sets, the cost per result is calculated by dividing the total spent on your ad set by every 1,000 member accounts reached.
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Encourage members to visit your website or landing page when you select website visits as your ad set objective. Website visits ad sets are shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL. The website visits ad objective is in the middle of the marketing funnel, which aims to help your audiences consider your business for their needs.
Available ad formats, bidding strategies, and optimization goals