When you create a new ad campaign in Campaign Manager you‘ll be prompted to select a marketing objective. Objectives allow you to customize your campaign to achieve desired marketing results. Learn more about objective-based advertising and objective-based optimization and pricing.
The objectives support the three tiers of the marketing funnel: brand awareness, consideration, and conversions. Learn more about each objective below.
Tell more people about your products, services, or organization through Brand awareness ad campaigns. These impression-based ads maximize views of your ads on LinkedIn. This objective is at the top of the marketing funnel, which helps build awareness of your brand.
Learn more about the Brand awareness advertising objective.
Encourage members to go to your website or landing page through the Website visits ad objective. These advertising campaigns will be shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL. The Website visits ad objective is in the middle of the marketing funnel, which engages your targeted audience.
Learn more about the Website visits advertising objective.
Increase engagement on your content by running ad campaigns through the Engagement objective. Engagement actions may include likes, comments, shares, LinkedIn Page follows, or clicks to a landing page or LinkedIn Page. These ad campaigns are in the middle of the marketing funnel, which engages your targeted audience.
Learn more about the Engagement advertising objective.
Share videos with more members through the Video views ad objective. These advertising campaigns encourage customers to find out more by watching your videos. This objective is in the middle of the marketing funnel, which engages your targeted audience.
Learn more about the Video views advertising objective.
Get qualified leads through the Lead generation advertising objective. With this objective, customers who click on your ad go to a lead generation form that is pre-filled with their LinkedIn profile data. This objective is at the bottom of the marketing funnel, which encourages valuable actions that you define.
Learn more about the Lead generation advertising objective.
Choose Website conversions for your advertising objective to capture leads on your website and encourage valuable actions that you define. This objective is at the bottom of the marketing funnel.
Learn more about the Website conversions advertising objective.
Promote your job opportunities to top talent by choosing Job applicants as your ad objective. Your ads will be shown to those most likely to view or click on your job ads, getting more applicants. This objective is at the bottom of the marketing funnel, encouraging valuable actions that you define.
Learn more about the Job applicants advertising objective.
The Talent leads objective will only appear in Talent Solutions Campaign Manager accounts that have been provisioned with Pipeline Builder. Generate leads of candidates who are interested in career opportunities at your company.
Learn more about the Talent leads advertising objective.

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