Behind the most effective LinkedIn ad campaigns are focused and agile bidding strategies. Whether you are a seasoned marketer or new to advertising on LinkedIn, it can be tough to know which controls to adjust and when. That is why we have created a new bidding strategy packet to help you navigate bidding within Campaign Manager, LinkedIn’s advertising platform.

When you launch a campaign on LinkedIn, all ads enter a second-price auction system per member visiting LinkedIn’s feed. The auction runs in the background in milliseconds, ranking bids from various advertisers competing for the same ad slot for a member. The bid is the maximum price you’re willing to pay for a key result, like a click. The bid type selected should be based on your marketing goals. Then a combination of relevancy, how likely a LinkedIn member will engage with your ad, and bid value determines which advertiser’s ad is shown to the member, and when.

LinkedIn offers bid types where you can choose your bid value or more automated bid types - where LinkedIn does the work for you. Advertisers may also want to move between bid types based on their changing marketing needs. We’ve highlighted the bid types below, but for tips and more information be sure to check out the new bidding guide and tree.

Bid Types

LinkedIn currently has 3 bid types: Maximum Delivery*, Cost Cap, and Manual.

Maximum Delivery is a fully automated bid option where LinkedIn’s system sets the bid. It is best used when you want to deliver your full budget, while getting the most key results possible.

Cost Cap is a bid type offered for CPC, CPM, CPV and CPL. It is also an automated option where LinkedIn’s system sets the bid. However, it allows the advertiser to set their preferred cost per key result. LinkedIn’s system will stay as close to that specified cost as possible. This is an ideal selection for advertisers who want cost control, especially for leads.

Manual bidding is our most hands-on option for advertisers, where we recommend the campaigns be monitored regularly. However, it does offer advertisers the most control over their bid. Advertisers enter their bid value and that is exactly what is used in the ad auction.

*Maximum Delivery was formerly Automated Bidding, Auto Bid