If you want more people to click, react or share content about your business, set your campaign objective to Engagement.
LinkedIn Ads automatically optimizes your campaign based on the selected objective.
Have another objective? Launch a new campaign.
To boost engagement, focus on these metrics:
• Engagement Clicks
• Engagement Rate
• Click-Through Rate (CTR)
• Video View-Through Rate
Log in to Campaign Manager, go to the dashboard, open the Columns dropdown, and select "Engagement" to view performance.
| LinkedIn Ads Global Benchmarks | Single Image Ad | Video Ad | Carousel Ad |
| CTR (Click Through Rate) | 1.13% | 2.02% | 1.44% |
| Engagement Rate | 1.13% | 2.14% | 1.45% |
| CPM (Cost Per 1,000 Impressions) | US$ 8.13 | US$ 15.17 | US$ 16.71 |
| CPC (Cost Per Click) | US$ 0.66 | US$ 0.82 | US$ 1.07 |
| Video view through rate | - | 27.8% | - |
| Video completion rate | - | 1.00% | - |
Best Practice 1:
Upload a list of companies that you want to engage
Upload a contact or company list to Campaign Manager to create a ‘Matched Audience’ for your campaigns. Including everyone who works at these companies can help you drive more engagement in a targeted way.
Review your results via the Company Engagement Report to find out many people engaged with your ads.
Best Practice 2:
Engage your audience even when they are not on LinkedIn
When people see your ads consistently, they are likely to develop greater awareness and recall. Having your ads appear when they visit sites and apps outside LinkedIn can help.
Enable ‘LinkedIn Audience Network’ in your campaign setup under Placements. Audiences will see your ads both on LinkedIn when they visit trusted sites and apps.
Best Practice 1:
Include 4-5 ad creatives in your campaign
Campaigns with more ads tend to reach more people and increase the chances of engagement. With 4-5 in rotation, you can also test which copy and image variation works best.
Best Practice 2:
Use a mix of ad formats to engage your audience
Consider interactive ad formats like:
Conversation Ads: Start personalized conversations. Here’s an example.
Carousel Ads: Tell a visual story with swipeable cards that encourage engagement. Here’s an example.
Best Practice 1:
Daily budget of more than US$ 80 a day
Best Practice 2:
Use ‘Maximum Delivery’ as your bidding strategy