When you create a new ad campaign in Campaign Manager you‘ll be prompted to select a marketing objective. Objectives allow you to customize your campaign to achieve desired marketing results.
The objectives support the three tiers of the marketing funnel: brand awareness, consideration, and conversions.
| Marketing funnel tier | Campaign objective | Marketing goal | Recommended optimization goal |
|---|---|---|---|
| Brand awareness | Brand awareness | Tell more people about your products, services, or organization. | Reach |
| Consideration | Website visits | Drive traffic to your website or marketing landing pages. | Landing page clicks |
| Engagement | Increase engagement on your content such as likes, comments, shares, clicks to your landing page or LinkedIn Page, or LinkedIn Page follows. | Engagement clicks | |
| Video views | Share videos with more people. | Video views | |
| Messaging | Engage with your audience through messaging. | Click-to-message opens | |
| Conversions | Lead generation | Capture leads on LinkedIn using a Lead Gen Form pre-filled with LinkedIn profile data. | Leads |
| Website conversions | Capture leads on your website and encourage valuable actions that you define. | Website conversions | |
| Job applicants | Tell more people about relevant job opportunities at your company or drive more applicants to your job openings. | Landing page clicks | |
| Talent leads | Generate leads of candidates who are interested in career opportunities at your company. The Talent Leads objective is only available to companies with an active LinkedIn Recruiter contract. | Talent leads |
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