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.
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When you choose website visits or lead generation as your ad set objective, you can create an Accelerate or Classic ad set depending on your advertising needs. Learn more about the differences between Accelerate and Classic ad sets.
Learn more about each ad set setting:
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Objective - Select a marketing goal to optimize the ad formats, optimization goal, and bidding strategies available for your ad set.
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Audience - Create a new audience or select from an existing audience to determine the types of people that can see your ads.
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Ad format - Select the type of ads you’d like to run for the ad set.
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URL tracking parameters - Add small pieces of text to the end of your ad’s destination URL to help you track information about the source of an ad click.
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Placement - Depending on the selected ad format, choose from additional placement settings such as the LinkedIn Audience Network.
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Budget and schedule - Choose a bid type to determine how your ad set is charged, set a budget to determine how much your ad set can spend, and set a schedule to determine when your ad set runs.
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Conversion tracking - Add optional reporting to better understand the actions taken by members who view or click on your ad.
If you change your objective, any ad set settings you’ve already selected will reset and you’ll need to reselect them. The objective and ad format can’t be changed after the ad set is launched.
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