In an ongoing effort to make creating campaigns on LinkedIn easier for everyday marketers, we've redesigned campaign manager to lead with objectives. Learn what's changing and hands-on tips for creating campaigns in the new experience.

1. Say hello
to the new Campaign
Manager

2. Tom Kim Chelsea Rawlins
Senior Product
Marketing Manager
Senior Client
Solutions Manager
Today’s Presenters
Sal Castro
Client Solutions
Manager

3. Goal & Agenda
Goal: Empower you, our advertisers, to feel confident creating objective-based
campaigns in the new experience
Agenda
● Overview
● Choosing objectives & ad formats
● Setting up your audience
● Bidding, conversion tracking & insights tag
● Demo
● Q&A

4. Campaign set-up confusion Lack of clear reporting Perception of Low ROI
We’re addressing some of your top challenges...
“We have many
questions on how to
custom tailor LinkedIn
solutions to fit our
marketing goals”
– Melini
“I placed my first ad
recently and am at a
complete loss
with your advertising tools.
I couldn’t see or
find the stats.”
– Marie
“Return on investment
appears to be higher on
some other platforms...
I’m not convinced of it as
a lead generator for us.”
– John

5. Easier setup
Streamlined campaign
creation, leading
with objectives
Improved measurement
Ability to track
key results based
on objectives
Pay for performance.
Reach the right people at
the right time
Better results
Choosing an objective will streamline setup, optimize ad
delivery and charge you based on objectives for better results.
COMING AUG 2019

6. Getting Around Objective-Based Advertising
Name your campaignBack button takes
you to campaign list
Knowing your objective
helps us streamline your
campaign (+price and
optimize in the future)
Conversion tracking is
integrated into the flow All your campaigns are
in draft status until you
click “Save and next”

7. Getting Around Objective-Based Advertising
If you don’t name the
campaign, Campaign
Manager names it for
you.
Click the settings icon
to choose between
"Optimized" or
"Even" ad rotation.
Your campaign is saved
once you get to Step 2
NEW forecasted results
gives you estimates
based on your inputs
Launch campaign
button

8. We support full-funnel objectives
Awareness Consideration Conversion
• Brand awareness
“I want people to learn about
my business.”
• Website visits
“I want people to visit
a website destination.”
• Engagement
“I want more people to
engage with my content posts.”
• Video views
“I want more people to
watch my videos.”
• Website conversions
“I want to drive valuable actions
to my website.”
• Lead generation
“I want more quality leads
on LinkedIn.”

9. Objectives and ad formats
Ad products (formats) Notes
Brand awareness
Website visits
Video views
Engagement
Sponsored Content (single image,
carousel, video), Text Ads,
Dynamic Ads (spotlight, follow company)
For impression-based campaigns.
Available June-Aug 2018.
Use “Website visits” and auto-bid for
impressions until then.
Sponsored Content (single Image,
carousel, video), Text Ads, Dynamic Ads
(follow company, job ads), Sponsored
InMail (message ads)
Video Ads Allows you to bid by CPV
Sponsored Content (single Image,
carousel, video)
Social actions on LinkedIn (likes,
comments, shares, follows) as well as
general clicks on ads. All ads must have
follow-company button.

10. Objectives and ad formats (cont’d)
Ad products (formats) Notes
Website conversions
Lead generation
Sponsored Content (single Image, carousel,
video), Dynamic Ads (spotlight), Text Ads,
Sponsored InMail (message ads)
Available Jun - Aug 2019.
Use “Website visits” for now and auto-bid
for conversions.
Sponsored Content (single image,
carousel, video), Dynamic Ads
(download), Sponsored InMail
All formats must use LinkedIn lead
gen forms.

11. More organized & intuitive targeting set-up
OBJECTIVE-BASED ADVERTISING OVERVIEW
Targeting facets are
organized in groups with
drill-down feature
Now use global search
to browse across all
categories targeting
criteria
Easier, more intuitive
set-up with advanced
targeting features in
secondary position

12. Company Demographics Education Job Experience Interests
Targeting attributes, now divided into 5 targeting criteria
o Company Name
o Company
Connections
o Company
Followers
o Company Industry
o Company Size
o Member Gender
o Member Age
o Member Schools
o Fields of Study
o Degrees
o Job Title
o Job Function
o Job Seniority
o Years off
Experience
o Member Skills
o Member Groups
o Member Interests

13. New forecast panel gives predictive results
Forecasted results are
based on your campaign
inputs and results for
similar audience among
a range of advertisers

14. Maximum (manual) bidAutomated bid
Bid types in Objective-Based Advertising
Maximizes results while
spending the daily
budget in full
When you want more cost
control and have stricter
price sensitivity
• Better budget delivery /
campaign scaling
• No bid management
• More results
• Better control over costs
• Won’t pay more than
maximum bid
• Less control
• Potential over-delivery
• Manual adjusting of bid
• Potentially losing out on
auctions (if bid too low)
Pros
Cons
Use case

15. Conversion Tracking
CLASSIC NEW
Conversion Tracking was a part of
“Bid and budget.”
What’s changing: Conversion Tracking is now its own section, versus as a module on the “bid and budget” page. You
can both create a new conversion or assign an existing conversion directly in the new experience

16. Creating an Insight Tag
Domain → Insight Tag
An Insight Tag is needed before creating a
domain.
What’s changing: Insight Tag can now be generated or permissioned after creating a website
conversion. No need to create or permission an Insight Tag before adding a website conversion.
TIP: If your client already has an Insight Tag, remember
to permission it from the main account (instead of
creating one again from the new campaign).
CLASSIC NEW

17. Guided ad set-up
Live ad preview
shows you what your ad
looks like, as it’s being
built.
Available for text ads,
single image sponsored
content.Destination URL
is now in its own
section / own field
(no need to add in
intro text)

18. Timeline/Roadmap of features
Objective-Based Pricing
Optimization
(Jun - Aug 2019)
Objective-Based Campaign
Creation
(Feb 2019)
Objective-Based Reporting
(Aug 2018)
o Objective-first campaign
creation
o Streamlined campaign
set up
o OBA is permanent
experience starting late
Feb
o Simpler navigation
o Search functionality
o Stronger analytics
o Brand awareness and
Website conversions
objectives available
o Destination clicks pricing
for Website visits and
Website conversions
objectives

19. Questions?

20. APPENDIX

21. Until objective-based optimization is available in August 2019,
“Brand awareness” and “Website conversions” objectives are not available.
TIP: You can still accomplish brand
awareness and website conversion
campaigns through “Website visits.”
For brand awareness campaigns:
Choose automated bidding and
maximize for impressions.
For website conversion campaigns:
Choose automated bidding and
maximize for conversions.
“Brand awareness,” “Website conversions”
not available until August 2019

22. Objectives and ads formats
OBJECTIVES
Awareness Consideration Conversions
Brand
Awareness
Website Visits Video Views Engagement Website
Conversions
Lead
generation
Single
Image Ad
Carousel Ad
Video Ad
Text Ad
Dynamic Ad
Message
Ads
ADSFORMATS
All formats
must use
LinkedIn lead
gen forms
Objective not
available until
August 2019.
Use “Website
Visits” for now
and auto-bid
Focused on social
actions on LinkedIn
(likes, comments,
shares, follows) and all
ads must have follow-
company bottoms
Allows you to
bid by CPV
For impression-based
campaigns. Objective not
available until August 2019.
Use “Website Visits” and auto-
bid for impressions until then.
Dynamic
Ads option
is coming in
August 2019