Get more website visits
with less work
Best practices for your next campaign. Bookmark this page.
Choose the right campaign objective so LinkedIn Ads can optimize towards the results you want
Choose Website Visits to reach people who are most likely to click on your ad and visit your website or landing page.
If your goal is to get people to take an action on your website like filling up a form, choose Website Conversions instead.
Avoid hypertargeting for better results
Avoid hypertargeting for better
results
Use no more than 2-3 targeting parameters to define your audience. Hypertargeting limits your reach and hurts results. We recommend starting with Job Title, Job Function, Company, or Industry.
Use contact and company targeting
Upload a contact or company list to build a custom audience. Use the Company Engagement Report to learn how well your target accounts are engaging with your ads.
Increase reach with Audience Expansion
Increase reach with Audience
Expansion
Audience Expansion shows your ads to people who are outside of, but similar to, your target audience. This is enabled by default to help maximize your reach. If you only want to reach your target audience, disable this feature in the ‘Audience’ section of your campaign setup.
Reach your audience outside LinkedIn
Enable LinkedIn Audience Network to serve ads to the same target audience when they visit third-party sites. This can improve reach by up to 25% and lower cost per conversion by up to 47%.
Budget US$100 a day for 4 weeks
Budget US$100 a day for 4
weeks
New campaigns enter a learning phase where the algorithm learns to optimize your ads for better results. To ensure your campaign has enough time and scale to produce good results, we recommend:
● Daily budget: US$100
● Duration: Minimum 4 weeks
You can also set a Lifetime Budget so that you don’t go over your total budget limit.
Use ‘Maximum Delivery’ bidding strategy
Use ‘Maximum Delivery’ bidding
strategy
Select ‘Maximum Delivery’ as your bidding strategy. This is an effective bid strategy that tells LinkedIn Ads to automatically set and adjust your bid to get the most results from your budget. Seasoned LinkedIn advertisers who want more control over your cost per result, select ‘Cost Cap’ or ‘Manual Bidding’.
4 ways to optimize your ad creatives and copy
Create 3-5 ads with different copy, visuals, or both.
LinkedIn Ads will optimize and show the best-performing variant to your audience for optimal results.
Show what makes your business unique in your ads.
A good way of communicating value is by showcasing how customers are benefiting from your solutions through success stories or case studies.
Keep your ad copy short and sweet.
Stay close to the recommended copy length and ad specs in the LinkedIn Ads Guide.
Use an engaging visual with a clear call-to-action.
Visit the LinkedIn Ad Library to get inspiration from other advertisers.
Create 3-5 ads with different copy, visuals, or both.
LinkedIn Ads will optimize and show the best-performing variant to your audience for optimal results.
Show what makes your business unique in your ads.
A good way of communicating value is by showcasing how customers are benefiting from your solutions through success stories or case studies.
Keep your ad copy short and sweet.
Stay close to the recommended copy length and ad specs in the LinkedIn Ads Guide.
Use an engaging visual with a clear call-to-action.
Visit the LinkedIn Ad Library to get inspiration from other advertisers.
Before launching your campaign:
Install the free LinkedIn Insight Tag
Once installed, LinkedIn Insight Tag helps unlock additional insights about your website visitors. With Insight Tag, you’ll be able to retarget website visitors to drive better results and track conversions from your campaign.
Enable Conversion Tracking
In your campaign setup, enable Conversion Tracking to measure impact and maximize performance based on how your audience interacts with your ads. This can help you improve ROI across the customer journey.
During and after your campaign:
Focus on the metrics that matter
Evaluate your campaign by using metrics associated with your selected campaign objective:
Website Visits metrics
● Clicks to landing page
● Click-through rate
● Cost per click
Monitor current campaign performance and compare results to similar past campaigns to inform in-flight adjustments.
Get personalized, data-driven recommendations
Improve your campaign performance and ROI from personalized, data-driven recommendations. You can find them in Campaign Manager’s Recommendations Hub. To access recommendations, sign in to Campaign Manager, then click Recommendations from the left navigation.
Track buyer actions on your website
Track Website Actions to enhance performance. Enabled by the LinkedIn Insight Tag, Website Actions gives you insights to set up new conversions and build more retargeting audiences.
Use AI to build high-performing website visits campaigns
LinkedIn Accelerate Campaigns use AI to find the right combination of targeting, creative, bidding, and placement to improve cost per action by up to 42%¹ and deliver efficiency gains of up to 15%.² Discover what Accelerate Campaigns can do for your business. Learn more.
LinkedIn Accelerate is currently only available for lead generation and website visit objectives.
Source:
1. Source: LinkedIn analysis of 67 A/B tests, October 2023 - September 2024
2. Source: LinkedIn observational analysis, October 2023 – March 2024
Find out how businesses like yours are succeeding with LinkedIn Ads
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“Because we market globally to a niche audience, LinkedIn’s greatest value as a marketing platform is its precise targeting capabilities. We’re able to direct our resources to the right audiences and nurture them through the entire marketing funnel for better business results.”
Erica Chang, Senior Digital Marketing Specialist, Innodisk Corporation
Read their story -
“Our target audience visits LinkedIn for information that will help them in their work. Because they are in that mindset, they respond well when we offer content that is valuable, informative and highly relevant to their needs. Now, our Cost Per Lead on LinkedIn is 85% lower than industry benchmarks.”
Désirée Schildt, Head of Growth, Payhawk
Read their storyDésirée Schildt, Head of Growth, Payhawk
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“LinkedIn feed activity and LinkedIn Audience Network makes for a powerful combination to reach, engage and convert target audiences. We scaled the campaign using existing Sponsored Content creatives and saw significant lifts in performance across all key metrics without compromising on brand safety and targeting.”
Daniel McDermott, Senior Marketing Director, APAC, Mimecast
Read their story
Daniel McDermott, Senior Marketing Director, APAC, Mimecast
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“LinkedIn owns the market on professional network data – period. The data is as clean and deterministic as possible if you want to connect the dots between company accounts and job titles or functions. It's a major part of our commercial targeting.”
John Marshall, Head of Global Media Investment and Innovation, HP
Read their story
John Marshall, Head of Global Media Investment and Innovation, HP
Read their story -
“I’m a massive fan of LinkedIn. It’s enabled us to target the right audience, reach out to those we don’t yet have a relationship with and to do so in a smart way. It keeps the Neuberger Berman name out there – and it establishes thought leadership. We’re seeing clients that we’ve never spoken to before getting in touch, asking for information and starting a conversation with a salesperson. That’s really powerful.”
Adam Brown, Head of EMEA Marketing, Neuberger Berman
Read their story
Adam Brown, Head of EMEA Marketing, Neuberger Berman
Read their story
Maximize the impact of your next LinkedIn Ads campaign