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.
