LinkedIn offers a powerful suite of advertising tools specifically designed to help B2B companies achieve their marketing goals. Understanding and choosing the right LinkedIn advertising objectives is important for creating effective campaigns that align with your business needs.
Here, we explore the seven LinkedIn campaign objectives and provide insights on how to use them in your strategy.
7 LinkedIn Advertising Objectives
Before diving into each objective, it’s important to note that once your LinkedIn campaign is live, you cannot change its objective. Therefore, ensure your goal is clear, realistic, and actionable from the outset.
1. Brand Awareness
Amplify brand visibility with impression-gathering campaigns, particularly effective for B2B companies. Ensure a clear focus solely on brand awareness, utilizing default bidding settings for maximum delivery and reach.
This objective aims to boost your brand’s visibility within your target audience, fostering recognition and trust.
2. Website Visits
Drive traffic to your website or landing page with LinkedIn’s algorithm optimizing for clicks. Utilize user data for targeted placement and consider manual bidding for better control over results.
This objective is vital for directing users to your online presence for conversions or information gathering.
3. Engagement
Prompt user interactions like likes, shares, comments, and follows to foster engagement. Utilize LinkedIn’s data to target users likely to interact based on past engagement activities.
This objective enhances brand interaction and networking opportunities, though budget considerations are essential due to charges for follows and generic engagements.
4. Video Views
Harness the engaging power of video content to expand your audience and encourage interaction. Opt for manual bidding to maintain budget control, as automated options may lead to overspending.
This objective emphasizes capturing audience attention through compelling video content, driving brand engagement and awareness.
5. Lead Generation
Utilize native Lead-Gen forms for efficient lead collection, minimizing user effort. Choose bidding options based on your priority, whether maximizing leads, clicks, or impressions.
This objective focuses on gathering high-quality leads directly on LinkedIn, streamlining the lead acquisition process for increased efficiency and reduced costs.
6. Website Conversions
Drive users to your website for conversions, leveraging LinkedIn Conversion Tracking for insights. Optimize for website conversions with maximum bidding to influence conversion rates.
This objective aims to direct LinkedIn users to your website, where they can take desired actions such as making purchases or signing up for services.
7. Job Applicants
Attract qualified job applicants through targeted job advertising on LinkedIn. Select from different ad formats and bidding tactics based on your budget and objectives.
This objective utilizes LinkedIn’s professional network to reach potential candidates effectively, driving traffic to job postings and maximizing applicant quality and quantity.
Final Thoughts on LinkedIn Advertising Objectives
Choosing the right LinkedIn advertising objective is essential for aligning your campaign with your business goals. By understanding each objective’s specific benefits and requirements, you can craft targeted ad campaigns that maximize your LinkedIn advertising success.
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LinkedIn Ads: A Comprehensive Guide