Choosing the right advertising objective on Linkedin Ads
Posted: Wed Jan 15, 2025 5:52 am
LinkedIn Advertising: The 3 Types of Objectives To create an ad campaign, the first step is to choose the right objective. When you log into Campaign Manager, you will have the choice between different types of objectives (awareness, consideration and conversion): the different objectives on linkedin ads At Plezi, we advise marketing teams to focus on the Consideration and Conversion objectives. These two stages of the funnel facilitate the qualification of leads and their conversion in the purchasing funnel. Here are 3 examples of objectives that may interest you: Website Visits (Consideration) : An ideal goal, to drive traffic to the website that presents your business and your offers.
Lead Generation (Conversion) : This objective aims to obtain leads, in particular by using a Lead Gen form pre-filled with LinkedIn profile data. Website conversions : This is the goal to prioritize, to collect leads on your website. Defining THE right objective allows you to create THE right campaign. With a precise objective, you also optimize your bosnia and herzegovina businesses directory costs. The budget spent will vary depending on the objective (cost per view, cost per click, etc.), but also on the advertising formats available. What to choose between LinkedIn LeadGen Form or Website Conversions? If your goal is conversion, you'll likely face a tough choice: should you go with LinkedIn's LeadGen form or focus on website conversions? Our opinion? Both options are interesting.
The LeadGen form effectively facilitates conversion, because it is pre-filled with LinkedIn profile information (company, job, email, phone). The cost per lead (CPL) is therefore lower. However, this LinkedIn Ads feature does not allow you to attract people to your landing pages. If your campaign requires presenting more information to prospects than can be contained in a LinkedIn ad… Move on. And above all, don’t forget: you will only collect the email address provided by users on their LinkedIn account. This address is often personal (Gmail type), and therefore less interesting for marketing teams and contact qualification. Obviously, this opinion is just ours: at Plezi, we have tested both types of campaigns. And here is what we can tell you: by connecting LinkedIn Ads to Plezi via Zapier, lead recovery and tracking is very easy.
However, we have chosen to focus today on Website Conversions campaigns… Because we were recovering too many personal emails with the LeadGen Ads feature. Sorry, pierrot_labricott_. Define your advertising audience You can define your LinkedIn audience based on several criteria, directly in Campaign Manager. If this is your first campaign, LinkedIn recommends a target audience of at least 50,000 people (and up to 150,000 people) for sponsored content formats and text ads. For sponsored messaging ads, 15,000 people is preferable. Here are the different steps to follow to define the audience:
Lead Generation (Conversion) : This objective aims to obtain leads, in particular by using a Lead Gen form pre-filled with LinkedIn profile data. Website conversions : This is the goal to prioritize, to collect leads on your website. Defining THE right objective allows you to create THE right campaign. With a precise objective, you also optimize your bosnia and herzegovina businesses directory costs. The budget spent will vary depending on the objective (cost per view, cost per click, etc.), but also on the advertising formats available. What to choose between LinkedIn LeadGen Form or Website Conversions? If your goal is conversion, you'll likely face a tough choice: should you go with LinkedIn's LeadGen form or focus on website conversions? Our opinion? Both options are interesting.
The LeadGen form effectively facilitates conversion, because it is pre-filled with LinkedIn profile information (company, job, email, phone). The cost per lead (CPL) is therefore lower. However, this LinkedIn Ads feature does not allow you to attract people to your landing pages. If your campaign requires presenting more information to prospects than can be contained in a LinkedIn ad… Move on. And above all, don’t forget: you will only collect the email address provided by users on their LinkedIn account. This address is often personal (Gmail type), and therefore less interesting for marketing teams and contact qualification. Obviously, this opinion is just ours: at Plezi, we have tested both types of campaigns. And here is what we can tell you: by connecting LinkedIn Ads to Plezi via Zapier, lead recovery and tracking is very easy.
However, we have chosen to focus today on Website Conversions campaigns… Because we were recovering too many personal emails with the LeadGen Ads feature. Sorry, pierrot_labricott_. Define your advertising audience You can define your LinkedIn audience based on several criteria, directly in Campaign Manager. If this is your first campaign, LinkedIn recommends a target audience of at least 50,000 people (and up to 150,000 people) for sponsored content formats and text ads. For sponsored messaging ads, 15,000 people is preferable. Here are the different steps to follow to define the audience: