You will see better campaign results when you select the right objective.
To lead people from your campaign to your website, set your campaign objective as Website Visits.
- To get people to take an action on your website, eg request demo, choose Website Conversions and set up conversion tracking.
Enabling conversion tracking helps you to analyze audience actions after they engage with your ad.
To optimize your website visitor goals, focus on these key metrics for evaluating campaign performance:
• Clicks to landing page
• Click-through rate (CTR)
• Cost per click (CPC)
To review campaign results, log in to Campaign Manager. Navigate to the dashboard, access the Columns dropdown, and select Engagement to track your campaign's progress.
| LinkedIn Ads Global Benchmarks | Single Image Ad | Video Ad | Carousel Ad |
| CTR (Click Through Rate) | 0.49% | 0.47% | 0.73% |
| CPM (Cost Per 1,000 Impressions) | US$ 10.16 | US$ 19.90 | US$ 27.7 |
| CPC (Cost Per Click) | US$ 2.04 | US$ 4.50 | US$ 3.02 |
| Engagement Rate | 0.62% | 0.95% | 1.11% |
| Video view through rate | - | 30.2% | - |
| Video completion rate | - | 2.9% | - |
Best Practice 1:
Analyze your website visitors. Reach out to more people likely to visit your website
Understand the demographic profile of your website visitors by installing LinkedIn Insights Tag on your website. This will reveal their job titles, company name, industries, location and more.
Apply this information to your targeting and to reach people who are more likely to visit your website.
Best Practice 2:
Encourage repeat website visits
People are showing interest when they engage with your ad. Nurture them further by retargeting campaigns that share more information about your product and service.
Learn more about retargeting on LinkedIn.
