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.
Understanding settings for ad sets in Campaign Manager
Last updated: 2 months agoThe 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.
Learn more about each ad set setting:
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Objective - Select a marketing goal to optimize the ad formats, optimization goal, and bidding strategies available for your ad set.
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Audience - Create a new audience or select from an existing audience to determine the types of people that can see your ads.
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Ad format - Select the type of ads you’d like to run for the ad set.
- If you want to mix multiple ad formats in one campaign, choose the flexible ads option.
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URL tracking parameters - Add small pieces of text to the end of your ad’s destination URL to help you track information about the source of an ad click.
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Placement - Depending on the selected ad format, choose from additional placement settings such as the LinkedIn Audience Network.
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Budget and schedule - Choose a bid type to determine how your ad set is charged, set a budget to determine how much your ad set can spend, and set a schedule to determine when your ad set runs.
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Conversion tracking - Add optional reporting to better understand the actions taken by members who view or click on your ad.
If you change your objective, any ad set settings you’ve already selected will reset and you’ll need to reselect them. The objective and ad format can’t be changed after the ad set is launched.
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When using ad sets in the same campaign, they must have the same objective type, bidding strategy, optimization goal, daily or lifetime budget, and schedule if Dynamic Group Budget is turned on.
Placing related ad sets in the same campaign allows you to:
- Set a shared objective that applies to all ad sets in the campaign.
- Set a shared budget and schedule that applies to all ad sets in the campaign.
- Manage the status of ad sets through the campaign.
- View or export performance metrics for all ad sets in the campaign.
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The marketing objective you select determines which ad formats, bidding strategies, and optimization goals are available for your ad set. The sections below outline which bid strategies and optimization goals are available for each objective, and how the ad set will be charged based on those selections.
Learn more
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Get qualified leads through the lead generation advertising objective. With this objective, members who click on your ad are shown a Lead Gen Form that is pre-filled with their LinkedIn profile data. This objective is at the bottom of the marketing funnel, which encourages valuable actions that you define.
Available ad formats, bidding strategies, and optimization goals
We surface only those ad formats, bidding strategies, and optimization goals that support your lead generation objective. If you don’t have a Conversions API integration set up, leads 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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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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The most common reason for an ad account to be put on hold is due to a billing issue or missing payment method. The ad account billing admin can usually remove the hold in these situations by adding or updating the credit card information in Campaign Manager.
If your LinkedIn Ads account has been put on hold, ads won’t run while the account is on hold but will resume once the hold is removed. A red banner will appear at the top of Campaign Manager with the reason why your account is On hold and the recommended steps to troubleshoot.