The update aims to make it easier for advertisers to select the right targeting options to maximize their on-platform ad campaigns - as explained by LinkedIn:
"Objective-based marketing is a complete reconfiguration of Campaign Manager, designed to keep your business objectives front-and-center at every step of the way."
The idea is that, similar to Facebook's ad process, the approach guides advertiser decisions by first enabling them to choose the top-level objective for their campaign. Then, by knowing what you’re trying to accomplish, LinkedIn's system points to the key ad formats and features which best support that outcome.
To help brands make best use of the new process, LinkedIn has this week published a new explainer on how to choose the right objective from the three top-level categories, which includes this video overview:
As a general summary:
- Awareness campaigns seek to maximize your brand’s share of voice
- Consideration campaigns encourage your target audience to engage with your brand and gain a better understanding of what you’re all about
- Conversion campaigns focus on generating leads and using conversion tracking to measure the true impact of your ads so you can optimize for even better performance
Your campaigns are then further refined to specific aims based on these top-level targets.
LinkedIn has also published a video on setting up your target audience, completing the essential elements to the ad targeting process.
If you're looking to make best use of LinkedIn for your ad campaigns, the tips and notes provided here will no doubt help guide your approach, and improve your targeting strategy.
You can read more about LinkedIn's objective-based advertising process here.