Since its initial launch late last year, LinkedIn has been rolling out its Objective-Based Advertising options to more regions.
Similar to Facebook's ad process, the objective-based 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 will point to the key ad formats and features which best support your optimal outcome.
It's a significant change to LinkedIn's ad process, and to help marketers best manage the update, this week, LinkedIn has published a new guide to objective-based advertising, which provides a detailed overview of each element and how to make the most of your options.
The guide includes tables which outline how each objective aligns with LinkedIn ad formats, giving you a clearer understanding of how the objective-based process works.
There's also an overview of what each objective will optimize for within the system:
But beyond the more general overviews, LinkedIn has also included a range of specific notes on each objective you can use, which includes key tips and advice notes to help you get the best results.
As explained by LinkedIn:
"From front to back, the LinkedIn Objective-Based Advertising Guide is built to equip you for success with every aspect of your campaigns. Whether you’re focused on growing brand awareness, driving website traffic or conversions, boosting engagement, garnering video views, generating leads, or all of the above, OBA offers a streamlined path to making it happen on the world’s largest global community of professionals."
There's a heap of great notes in here - if you're looking to utilize LinkedIn for advertising, or considering whether it may be worth adding into your digital marketing mix in 2020, it's definitely worth a look.
You can download the full "LinkedIn Objective-Based Advertising Guide" (via e-mail sign up) here.