If you want more people to learn about your brand, product or service, set your campaign objective to Brand Awareness.
LinkedIn Ads automatically optimizes your campaign based on the selected objective.
Have another objective? Launch a new campaign.
To maximize brand awareness, track these key metrics for campaign evaluation:
• Click Through Rate (CTR)
• Cost Per Thousand Impressions (CPM)
• Engagement Rate
• Reach & Frequency
• Video View Through Rate
Access Campaign Manager, go to the dashboard, and select Delivery or Performance from the Columns dropdown to review your campaign results.
| LinkedIn Ads Global Benchmarks | Single Image Ad | Video Ad | Carousel Ad |
| CTR (Click Through Rate) | 0.14% | 0.27% | 0.18% |
| CPM (Cost Per 1,000 Impressions) | US$ 5.05 | US$ 7.39 | US$ 7.4 |
| CPC (Cost Per Click) | US$ 4.09 | US$ 3.92 | US$ 7.2 |
| Engagement Rate | 0.14% | 0.28% | 0.18% |
| Video view through rate | - | 27.6% | - |
| Video completion rate | - | 2.7% | - |
Best Practice 1:
Grow reach by expanding audience
Audience Expansion increases the reach of your campaign by showing your ads to people who are similar to your target audience.
Enable it in the ‘Audience’ section of your campaign setup by selecting the checkbox.
Best Practice 2:
Upload a list of companies that you want to reach
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 grow your brand’s presence more effectively.
Review your results via the Company Engagement Report to find out how many people your ads have reached.
Best Practice 1:
Include 4-5 ad creatives in your campaign
Campaigns with more ads tend to reach more people.
With 4-5 in rotation, you can also test which copy and image variation works best.
Best Practice 2:
Share content that shows the value that your business offers
Introduce your business to people in a way that is relevant to them. Consider content such as:
Thought leadership articles to demonstrate your brand’s expertise, like this example
Success stories of how business solved problems or achieved results for customers
Best Practice 1:
Daily budget of more than US$ 80 a day
To achieve the best results, run your campaign for at least 4 weeks with a minimum daily budget of $80-$150.
This budget is for one target market. If you're targeting multiple markets, adjust your budget accordingly.
Set a ‘Lifetime budget’ to keep total spending under control.
Best Practice 2:
Use ‘Maximum Delivery’ as your bidding strategy
LinkedIn Ads will optimize your bid to help you get the most results from your full budget.