The objective-based ad set creation flow in Campaign Manager guides you to create ad sets based on your marketing goals. Ad formats have been aligned with each objective to optimize the results of your ad set.
Ad formats for objective-based advertising
Last updated: 6 months agoOnce you select your objective in the ad set creation flow, you are prompted to choose your ad format from the available options.
Learn more below about which ad formats are available for each of the ad set objectives.
| Ad Objective | Goal | Ad Formats |
|---|---|---|
| Brand Awareness | I want more people to know about my brand or organization. | Single image ads Carousel image ads Video ads Event ads Text ads Spotlight ads Follower ads Document ads Article and newsletter ads Thought leader ads Conversation ads |
| Website Visits | I want more people to visit a website destination on or off LinkedIn. | Single image ads Carousel image ads Video ads Event ads Text ads Spotlight ads Message ads Conversation ads Document ads |
| Engagement | I want more people to engage with my content posts. | Single image ads Carousel image ads Video ads Event ads Follower ads Document ads Article and newsletter ads Thought leader ads Conversation ads |
| Video Views | I want more people to watch my videos. | Video ads |
| Lead Generation | I want to collect more quality leads on LinkedIn. | Single image ads Carousel image ads Video ads Event ads Message ads Conversation ads Document ads Article and newsletter ads |
| Website Conversions | I want people to complete actions I’ve defined. | Single image ads
Event ads
Conversation ads |
| Job Applicants | I want qualified candidates to apply with my organization. | Single job ads
|
Ad formats:
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Single image ads include one image and appear directly in the LinkedIn feed of professionals you want to reach, on both desktop and mobile devices, and on the LinkedIn Audience Network. They allow you to create your ad manually or with AI.
Use the table below to learn more about different AI features that can help create your ad.
The following is an example of a single image ad on desktop.
The following is an example of a single image ad on mobile devices.
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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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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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Reach professional audiences at scale in engaging video environments across the LinkedIn Feed and LinkedIn Audience Network.
To optimize the performance of your video ads, keep the following in mind:
- Show the most impactful content in the first 10 seconds of your video
- Test different ad formats to find the best combination of content and video length.
- Deliver your message with graphics, people, and text that extend viewers' interest.
- Consider adding subtitles to your video.
- Ensure your video content and objective align.
You can use our video ad tips when creating your video ad. Be sure to follow Sponsored Content best practices when creating your entire ad. You can also check out our troubleshooting tips if you have any issues creating your video ad.