“You’ve shared with us that one of your biggest marketing challenges is ensuring your campaigns can meet increasingly complex business goals.”, says LinkedIn.
To ease the understanding and work of the companies, LinkedIn has come up with a flexible solution to adapt, by introducing 3 new objectives.
- Brand Awareness- Increase the share-of-voice for your product or services through top of funnel campaigns that charge by impressions (e.g. cost per thousand or CPM).
- Website conversion- Create campaigns that are optimized for specific actions on your website, like purchases, downloads or event registrations.
- Job Applicants- Drive applications on LinkedIn or their own site by creating ads using Campaign Manager.
They’re introduced in order to better align with your Campaign Manager. These objectives were first in October as public beta, that resulted in 67% lift in customer satisfaction compared to their legacy Campaign Manager experience.
Click pricing optimized to your campaign objectives
Along with the above newly introduced objectives, LinkedIn is optimising its click pricing to align with your objective.
For instance, if your objective is website visits, you will be charged for the clicks that go to the landing page.
For social engagement campaigns, pricing will be optimised to include all social actions (likes, comments, shares, etc.).