This week, LinkedIn announced three new ad objectives as options in their ‘Campaign Manager’: brand awareness, website conversions and job applicants.
LinkedIn first introduced a new integration with Google Campaign Manager in October last year. 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.
The 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 is for customers who are trying to drive applications on LinkedIn or their own site, meaning they can now create ads using Campaign Manager.
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.”
These are just the three most recent additions to the campaign objective options offered through LinkedIn’s Campaign Manager and we are sure there will be many more coming our way soon! If you want to learn more about objective-based advertising, contact the All Things Management team today on firstname.lastname@example.org.