When you create an ad set in Campaign Manager, many ad set settings can impact your ad set’s performance. We recommend setting up your ad set at least 48 hours in advance of your ad set start date, in case you need to make changes to your ads after they’ve been reviewed.
Learn ad set setup best practices to maximize performance results.
When you create an ad set, you select a ad set objective based on your marketing goals. The objectives support the three tiers of the marketing funnel: Brand Awareness, Consideration, and Conversions.
Ad sets will be optimized to drive key results based on the objective selected. Ad set objective will also determine which ad formats and bid types are available for your ad set. Selecting the objective that best supports your marketing goals will enable your ad set to be optimized for the desired results.
If you choose Brand Awareness as your ad set objective, we recommend enabling audience expansion or the LinkedIn Audience Network to expand the reach of your ad set.
When using the Website visits objective, consider using conversion tracking for your ad set to gain more insights about actions members are taking after viewing your ad. Once you understand who’s interacting with your ads, you can update your target audience to focus on engaged members.
If you choose the Website conversions objective, be sure that conversion tracking is set up for your ad set.
The right target audience allows you to focus your ad set on the people most likely to take action on your ads.
You can build a target audience using targeting attributes or Matched Audiences retargeting features. Make sure your target audience is large enough to meet your campaign goals. The minimum audience size required to run an ad campaign is 300 members, but we suggest a minimum audience size of 50,000 members to drive results for your ad set. Our forecasting window provides target audience size estimates as you build your target audience.
You can also expand your audience size with the audience expansion or LinkedIn Audience Network features when you set up your target audience.
Understanding and monitoring the budget and schedule is essential for a successful ad set.
It’s important to set a budget high enough to meet the goals of your ad set. You can choose between a daily and/or lifetime budget depending on your needs. If you set a daily budget, you’ll see a recommended budget which is determined by your target audience, historic ad set setup, and performance information from your ads.
It’s also important to set an ad set schedule that is long enough to allow your ad set results to build. We recommend a minimum ad set schedule of seven days to see results.
Ad set bidding strategies are aligned to your selected ad set objective, optimization goal, and ad format.
If you select manual bidding, you’ll need to set a bid amount during ad set setup. It’s a best practice to follow the recommended bid amount shown in Campaign Manager to be competitive with other advertisers targeting the same audience.
If you select cost cap bidding, your strategy determines how you spend your budget to reach your ROI goal, and how you'll be billed. The options available depend on your optimization goal selection. By default, we try to get you the most results possible with your full budget. If you have a specific performance goal, switch from the default to enter a goal KPI or bid amount.
We recommend using maximum delivery automated bidding or following the bid recommendations to ensure ad set success. If your bid amount is too low, your ad set will not be competitive in the ad auction and you may need to increase your bid to achieve better results.
We recommend creating at least four ad creatives for each ad set. Tailor your ad content with these considerations in mind:
Support your ad set objective
Be sure to review the ad specifications for the ad format you’re creating to avoid technical issues with your creative.
The Advertise page in Campaign Manager provides a wide range of metrics and analytics to help you measure the performance of your ad sets:
Ad set professional demographics give you aggregated insights into who is engaging with your ads and can help you evaluate your ad content.
Enabling conversion tracking for your ad sets can provide more information about member engagement and actions after viewing your ad.
We recommend you review metrics throughout your ad set's schedule to evaluate the ad set's results and decide if adjustments are needed. To do this, you can review how your content is performing in the content section on the Overview page. You can also click on the lightbulb in the upper-right corner of each section to review AI-generated recommendations and insights to improve and optimize each ad set.
Related tasks
Learn more about getting started with an ad set
Learn more about audiences
Learn more about budget and schedule
Learn more about bidding
Learn more about creating ad content
Learn more about ad set reporting
When you create a Classic ad set, you’ll choose from settings to determine who your ad is displayed to, where your ad is displayed, how much your ad set spends, and when your ad set runs. Optionally, you can also add tracking such as conversion tracking or URL tracking parameters.
The first step when you select your ad set settings is to choose a marketing objective. An objective is the goal you’d like to achieve with your ad set. Ad sets are optimized for delivery to people most likely to take the action you want based on the objective you select. Each objective offers ad formats and bidding strategies that align with the goals of that objective.
To use Google Tag Manager as your tag management system, you’ll need to add the LinkedIn Insight Tag 2.0.
To add the LinkedIn Insight Tag 2.0 to Google Tag Manager:
Select your account and your container.
Click Tag Configuration, then select Discover more tag types in the Community Template Gallery.
If an ad or Lead Gen Form’s status is listed as Rejected in Campaign Manager, it means that our team reviewed your ad and found the content, landing page, or form to be in violation of our Advertising Policies.
You can view the reason the ad or Lead Gen Form was not approved by reviewing one of the following:
The rejection notice page shares details about why your ad or form was not approved, a link to edit your ad or form, and an option to submit an appeal if you believe your ad or form already aligns with our Advertising Policies.
As an ad account’s billing admin, you can add or change the credit card used for LinkedIn Ads payments from your ad account’s Billing page.
To add, edit, or view billing information:
Go to your ad account in Campaign Manager.
Click Account settings
On the Billing setup tab, click the Update credit card button in the How you’ll pay section.