Yesterday, LinkedIn announced three new ad objectives as options in Campaign Manager: brand awareness, website conversions and job applicants.
If you don't recall, LinkedIn first introduced a new integration with Google Campaign Manager back in October of 2018. This integration allows marketers to better manage their LinkedIn ad performance alongside all their other campaigns. Given this is less than a year old, LinkedIn is constantly looking for ways to improve this feature.
In their announcement, LinkedIn explains the reason for this update is to help marketers achieve their more complex business goals. "You’ve shared with us that one of your biggest marketing challenges is ensuring your campaigns can meet increasingly complex business goals... Our latest version of Campaign Manager is the next step in our effort to give you the tools you need to create campaigns and measure their impact."
3 New Objectives:
With these new objectives, LinkedIn has also updated their ad pricing model to offer the best price point for your ads. Each objective aligns with a different pricing style.
- Brand awareness: Selecting brand awareness as a campaign objective will charge you by impressions (e.g. cost per thousand or CPM). This type of campaign will help you get in front of a broader audience, hopefully increasing "brand awareness."
- Website conversions: This tool has multiple layers; you can see how many people viewed your ad, how many clicked through and how many took action (conversion rate). If you select website conversions, you will only be charged when someone clicks through to your landing page.
- Job applicants: LinkedIn Talent Solutions customers who are trying to drive applications on LinkedIn or their own site, can now create ads using Campaign Manager.
These are just the three most recent additions to the campaign objective options offered through LinkedIn's Campaign Manager. If you want to learn more about objective-based advertising, go check out LinkedIn's help center.