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.
Engagement ad objective
Last updated: 2 months agoAvailable 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:
| Setting | Available options |
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| Ad formats |
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| Bidding strategies |
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| Optimization goals |
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Reporting metrics
Getting people to engage with your content is the key result of engagement ad sets. View a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:
- Performance metrics
- Engagement
- Conversions
- Bid and Budget
You can also view professional demographic data about members who are interacting with your ads.
Learn more
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Follower ads encourage members to follow your LinkedIn or Showcase Page with a single click. Follower ads use LinkedIn profile data, such as a member’s name or company name to create a more dynamic and personal ad experience. Keep in mind:
- Follower ads can appear differently to member accounts in your target audience, depending on whether or not they already follow your LinkedIn Page.
- Clicks on the Follow button enable members to follow your organization and will redirect them to the Overview tab of your LinkedIn Page.
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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.
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:
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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
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As an advertiser, when you create a Sponsored Content ad set with the engagement objective, a Follow button is added to your ads by default. This feature helps you gain followers for your Page.
When members click the Follow button on your Sponsored Content, they'll be following your Page and your Page’s posts will appear on their feed.
You'll be charged for any clicks on the button for Cost-per-Click (CPC) ad sets. You will not be charged for clicks on the Follow button if you're running a Cost-per-1,000 impressions (CPM) ad set.
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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.