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.
Objective-based pricing for LinkedIn advertising
Last updated: 4 months ago| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Reach (Sponsored Content ads only) | Maximum delivery (Automated) | Impressions |
| Impressions | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | |
| Manual bidding | Impressions | |
| Sends (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding | Sends |
Important to know
Optimized manual bidding and click optimization are gradually being made available for website visits campaigns using Sponsored Messing ad formats, and you might not have access to them at this time. Sends will no longer be available as an optimization goal once click optimization is available to you.
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Landing page clicks | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | |
| Manual bidding | Landing page clicks | |
| Clicks (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding (Optimized) | Sends | |
| Impressions | Manual bidding | Impressions |
| Sends (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding | Sends |
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Engagement clicks | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | |
| Manual bidding | Engagement clicks | |
| Impressions | Manual bidding | Impressions |
| Sends (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding | Sends |
Note: Engagement clicks include clicks to landing page, LinkedIn Page, social actions, social pill, or LinkedIn Page follows.
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Video views | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | |
| Manual bidding | Video views | |
| Impressions | Manual bidding | Impressions |
Note: Video views are defined as two or more continuous seconds of playback while the video is at least 50 percent on screen.
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Qualified leads | Maximum delivery (Automated) | Impressions |
| Leads (Sponsored Content ads only) | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | |
| Manual bidding (Enhanced) | Clicks | |
| Leads (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding (Optimized) | Sends | |
| Clicks | Manual bidding | Clicks |
| Impressions | Manual bidding | Impressions |
Note: Clicks for lead generation ads include clicks to the Lead Gen Form, LinkedIn Page, or social pill.
Important to know
Optimized manual bidding and conversion optimization are gradually being made available for website conversions campaigns using Sponsored Messing ad formats, and you might not have access to them at this time. Sends will no longer be available as an optimization goal once conversion optimization is available to you.
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Website conversions | Maximum delivery (Automated) | Impressions |
| Manual bidding (Enhanced) | Landing page clicks | |
| Conversions (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding (Optimized) | Sends | |
| Landing page clicks | Manual bidding | Landing page clicks |
| Impressions | Manual bidding | Impressions |
| Sends (Sponsored Messaging ads only) | Maximum delivery (Automated) | Sends |
| Manual bidding | Sends |
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Landing page clicks | Maximum delivery (Automated) | Impressions |
| Manual bidding | Landing page clicks | |
| Impressions | Manual bidding | Impressions |
| Optimization goal | Bidding strategy | Charged by |
|---|---|---|
| Talent leads | Maximum delivery (Automated) | Impressions |
| Manual bidding (Enhanced) | Landing page clicks | |
| Landing page clicks | Manual bidding | Landing page clicks |
| Impressions | Manual bidding | Impressions |
Note: Landing page clicks include clicks on your ad to open the destination URL.
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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When you create an advertising campaign in Campaign Manager, you can choose from bidding strategies that are aligned with your marketing objective. The bidding strategies available vary by the objective and ad format selected for your campaign or ad set.
Available bidding strategies include:
- Maximum delivery (automated)
- Cost cap
- Manual bidding
If you choose cost cap or manual bidding, you can review bid suggestions.
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There are various places within an ad where a user can click. The following factors determine if the click is chargeable or not:
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Campaign or ad set objective
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Bidding optimization goal and strategy selected for the campaign or ad set
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Ad format
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Where the user clicks within the ad format
Learn more
- Chargeability for brand awareness campaigns and ad sets
- Chargeable clicks for website visits campaigns and ad sets
- Chargeable clicks for engagement campaigns and ad sets
- Chargeability for video views campaigns and ad sets
- Chargeable clicks for lead generation campaigns and ad sets
- Chargeable clicks for website conversions campaigns and ad sets
- Chargeable clicks for job applicants campaigns and ad sets
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When you launch an ad campaign on LinkedIn, what you’re charged for is determined by your campaign or ad set’s optimization goal and bidding strategy, while the cost of your ads is determined by an online auction system.
How advertising cost and billing works
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You create and launch an ad campaign.
- As you create your campaigns and ad sets, you’ll select optimization goals and bidding strategies that align with your marketing objectives. Together, the optimization goal and bidding strategy determine what the chargeable event is for your ads, such as impressions.
- You can also set a limit for how much your campaigns or ad sets can spend by setting budgets and schedules.
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Lead generation campaigns and ad sets can be charged for clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected.
Learn more about chargeable clicks for every ad format available in the lead generation objective.
Single image and carousel ads
The table provides information about chargeable and non-chargeable clicks for single image and carousel ads.