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.
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