LinkedIn Ad Campaign Manager Changes – Objective-Based Advertising

This week is a big week for changes in the LinkedIn world – alongside their Company Pages enhancements, they have up-ended their advertising platform to become more objective driven. Not a bad idea, forcing advertisers to think about the reasoning behind their campaigns before the format of them.

Yesterday morning, if you clicked on ‘create campaign’ it would take you to a screen asking you to choose your format – did you want sponsored content or a text ad? Now, when you create a campaign you are taken to a different choice, to select your objective.

So, where to start?

In our opinion, it’s now clearer and easier to add your campaigns to groups – something that was easily missed before with all campaigns cluttering in a default folder. This is the first thing that our eyes were drawn to when taken to this new start-up page.

Once you have the campaign name, you chose the objective – these are the same choices as before but are now up proud at the front. Every campaign has a reason, and that should drive the content and the analysis. Whether it be driving visitors to your website, downloading an e-book or driving recruitment.

Targeting your advert

After selecting the objective, you are taken to the similar set up as before where you can select your audience and budget.

With the new ‘global search’, you can search for the criteria you are aiming for, or you can use the ‘drill down feature’ which categorises audience targeting factors into 5 key groups such as company, demographics or seniority.

Again, you can then save this as a template to re-use in the future.

Forecasting panel

The panel down the right-hand side of the screen is now more useful, providing further details about the reach and cost of your campaign, potential results and cost per click. This makes it easier to understand how your campaign should perform as you are setting the parameters.

New ad formats

We now have eight ad campaign formats to choose from, including the recognised in-stream adverts with one or two images, text ads and video adverts. InMail campaigns are still there, however they have now been called Message adverts and are easier to preview whilst compiling.

In late October, LinkedIn introduced Dynamic Adverts, which pull profile information through to the ad campaign making them stand out and engage viewers – these have now been split into three types of campaign – spotlight, jobs and follower adverts.

Spotlight adverts enable you to showcase a specific offer or product in a clear and clean design, using one headline (limited to 50 characters) and a background image.

It marks just one of the updates that LinkedIn has announced in recent months, and they seem to be rolling out thick and fast. Bing recently announced their integration with LinkedIn, enabling advertisers to target people through their LinkedIn profiles – what else is around the corner? It’s a growing platform, and certainly one you need to be active on for marketing in 2019.

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