A marketing objective is a specific, measurable goal that guides your advertising efforts. It helps you focus your campaign or ad set on achieving a particular outcome, such as increasing brand awareness, driving website traffic, or generating leads. When you create a campaign or ad set, you’ll select the objective that aligns with your marketing goals. Each objective offers ad formats and bidding strategies that align with the goals of that objective.
Marketing objectives available for your ad campaigns
Last updated: 11 months agoHow to choose an objective
Your marketing objective should align with your overall business goals. For example, if your goal is to increase sales, your marketing objective might be to generate leads or drive website conversions. As your business grows, your marketing objectives may change.
To help you choose an objective, you can consider:
- What is your goal for this campaign or ad set?
- What are your success metrics?
- What type of ad format would you like to use?
- Which part of the marketing funnel is your current focus: brand awareness, consideration, or conversions?
Available marketing objectives
The objectives support the three tiers of the marketing funnel: brand awareness, consideration, and conversions.
| Marketing funnel tier | Objective | Marketing goal | Recommended optimization goal |
|---|---|---|---|
| Brand awareness | Brand awareness | Tell more people about your products, services, or organization. | Reach |
| Consideration | Website visits | Drive traffic to your website or marketing landing pages. | Landing page clicks |
| Engagement | Increase engagement on your content such as likes, comments, shares, clicks to your landing page or LinkedIn Page, or LinkedIn Page follows. | Engagement clicks | |
| Video views | Share videos with more people. | Video views | |
| Conversions | Lead generation | Capture qualified leads with Lead Gen Forms using qualified lead data shared from your LinkedIn Conversions API. Capture leads on LinkedIn using a Lead Gen Form pre-filled with LinkedIn profile data. | Qualified leads |
| Website conversions | Capture leads on your website and encourage valuable actions that you define. | Website conversions | |
| Job applicants | Tell more people about relevant job opportunities at your company or drive more applicants to your job openings. | Landing page clicks | |
| Talent leads | Generate leads of candidates who are interested in career opportunities at your company. The Talent Leads objective is only available to companies with an active LinkedIn Recruiter contract. | Talent leads |
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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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Choose website conversions for your advertising objective to capture leads on your website and encourage valuable actions that you define. This objective is at the bottom of the marketing funnel.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support your website conversion objective. Website conversions 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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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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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: