The campaign objective you select determines which ad formats, bidding strategies, and optimization goals are available for your campaign.
The table outlines which bid strategies and optimization goals are available for each objective, and how the campaign will be charged based on those selections.
Here's a tip
Campaigns with Sponsored Messaging ad formats will be optimized for and charged by message sends, regardless of the objective selected.
| Campaign objective | Optimization goal | Bidding strategy | Charged by |
| Brand Awareness | Reach (Only available for Sponsored Content ad formats) | Maximum delivery (Automated) | Impressions |
| Impressions | Maximum delivery (Automated) | Impressions | |
| Cost cap | Impressions | ||
| Manual bidding | Impressions | ||
| Website visits | Landing page clicks | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Landing page clicks | ||
| Impressions | Manual bidding | Impressions | |
| Engagement | Engagement clicks | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Engagement clicks | ||
| Impressions | Manual bidding | Impressions | |
| Video views | Video views | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Video views | ||
| Impressions | Manual bidding | Impressions | |
| Messaging | Click-to-message opens | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Clicks to send the conversation asset to the member's inbox | ||
| Impressions | Manual bidding | Impressions | |
| Lead generation | Leads | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding (Enhanced) | Clicks | ||
| Clicks | Manual bidding | Clicks | |
| Impressions | Manual bidding | Impressions | |
| Talent leads* | Talent leads | Maximum delivery (Automated) | Impressions |
| Manual bidding (Enhanced) | Landing page clicks | ||
| Landing page clicks | Manual bidding | Landing page clicks | |
| Impressions | Manual bidding | Impressions | |
| Website conversions | Website conversions | Maximum delivery (Automated) | Impressions |
| Manual bidding (Enhanced) | Landing page clicks | ||
| Landing page clicks | Manual bidding | Landing page clicks | |
| Impressions | Manual bidding | Impressions | |
| Job applicants | Landing page clicks | Maximum delivery (Automated) | Impressions |
| Manual bidding | Landing page clicks | ||
| Impressions | Manual bidding | Impressions |
* The Talent leads objective is only available for companies with an active LinkedIn Recruiter contract. Landing page clicks include clicks on your ad to open the creative’s destination URL.
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Engagement clicks include clicks to landing page, LinkedIn Page, social actions, social pill, or LinkedIn Page follows.
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Clicks for Lead Gen campaigns include clicks to the Lead Gen Form, LinkedIn Page, or social pill.
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Video views are defined as two or more continuous seconds of playback while the video is at least 50 percent on screen.
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