LinkedIn has updated Campaign Manager with adding new objectives.
The new version comes with an optimised “click-pricing” option which only charges advertisers for clicks that take users to a landing page. Besides that, added new features are: Brand awareness, Website conversions and Job applicants.
So, the new features include Brand Awareness campaigns that charge by impressions, enhanced integration with its website conversion tracking capabilities and ads for LinkedIn Talent Solutions customers to help with recruitment measures.
Brand Awareness campaigns
You can now increase share-of-voice for your product or services through top of funnel campaigns that charge by impressions (e.g. cost per thousand or CPM).
LinkedIn has built a tighter integration with its conversion tracking tool so you can create campaigns that are optimized for specific actions on your website, like purchases, downloads or event registrations.
LinkedIn opened up Campaign Manager to its LinkedIn Talent Solutions customers who are trying to drive applications on LinkedIn or their own site. Now they can create ads using Campaign Manager.
Optimized Click Pricing
After rebuilding Campaign Manager to include an objective-based workflow process, LinkedIn is now introducing optimized click pricing to align with an advertiser’s objectives.
Advertisers that select “website visits” as their objective will only be charged for clicks that take users to the advertiser’s landing page. Advertisers running social engagement campaigns will be charged for any social engagement with the ad — likes, comments, shares, etc.
These latest updates fall in line with LinkedIn’s goal to create an objective-based ad platform.
“Objective-based Buying generated 300% more sign-ups than standard bidding over an equivalent amount of time,” said LinkedIn ad expert and B2Linked Founder A.J. Wilcox.