Advertisers on LinkedIn have three new objectives to tap via its Campaign Manager: brand awareness, website conversion and job applicants.
The professional network said the updates now give marketers a full-funnel experience, from initial awareness through to conversion.
LinkedIn is also optimizing its click pricing to align with the objectives of its advertisers, saying as an example that when website visits are chosen as the objective, advertisers will only be charged for clicks that go to their landing pages, and pricing will be optimized for all social actions (such as likes, comments and shares) in social engagement campaigns.
LinkedIn Marketing Solutions senior product manager Amita Paul said in a blog post, “As a marketer, you’ve shared with us that one of your biggest challenges is ensuring that your campaigns can meet increasingly complex business goals. Whether you’re a new startup trying to increase share of voice or an established business-to-business player looking for leads, you need solutions that are flexible and can adapt to your unique objectives.”
The brand awareness objective enables marketers to increase share of voice for their products or services via top-of-funnel campaigns that charge by CPM (cost per thousand impressions).
Website conversion allows for campaigns optimized for specific actions, such as purchases, downloads or event registrations. Paul said LinkedIn built a tighter integration with its conversion tracking tool.
And marketers seeking to drive applications via LinkedIn or their company’s sites can use the job applicants option in Campaign Manager.
Paul said that since LinkedIn introduced the public beta of Campaign Manager last October, early results have shown a 67% jump in customer satisfaction compared with the legacy Campaign Manager experience.