With manual bidding, you can control your bid value and specify the amount you would like to bid per key result. Manual bidding is available for all marketing objectives, ad formats, and optimization goals. Ad sets that use manual bidding are charged depending on the objective, ad format, and optimization goal selected. For example:
If the bid amount is not high enough, the ad set will be less competitive in the auction, resulting in fewer ad placements and opportunities to reach your target audience. The bid might also need to be adjusted manually throughout the lifetime of the ad set to remain competitive in the ad auction.
The bid amount should be defined by how much a campaign result (click, impression, or conversion) is worth to your business. Campaign Manager suggests a bid range and provides recommendations to determine if your maximum bid is competitive. If the recommendation is ignored and a lower bid is placed, a warning message informs you that the bid will not reach the target audience and to increase the bid.
If you selected a Sponsored Content ad format for your ad set, the bid recommendation adjusts to help you deliver your full budget. Your bid might be adjusted if you are optimizing for high-value clicks, leads, or conversions when using manual bidding. For website visits or engagement objectives, if you select landing page clicks or engagement clicks as your optimization goal, you have the option to enable or disable bid adjustment under manual bidding. Enabling bid adjustment allows Campaign Manager to optimize your bid to reach more people likely to click and convert.
For the lead generation or website conversions objective, if you select leads or website conversions as your optimization goal, your bid is automatically adjusted under manual bidding, and you won't have the option to disable it. In this case, manual bidding is labeled as Enhanced in the bidding strategy section of your ad set setup.
Enhanced manual bidding looks for ad auctions that are more likely to lead to conversions and then raises your maximum CPC bid (after applying any bid adjustments you've set) to compete for those clicks. If a click seems less likely to convert, enhanced manual bidding will lower your bid and try to keep your average CPC below the maximum CPC you set.
With manual bidding, you have the option to use accelerated delivery to maximize reach and delivery during a live event as it works to deliver your ad set budget to your target audience as quickly as possible.
Accelerated delivery is only available for:
When you create an advertising campaign in Campaign Manager, you can choose from bidding strategies that are aligned with your marketing objective. The bidding strategies available vary by the objective and ad format selected for your campaign or ad set.
Available bidding strategies include:
If you choose cost cap or manual bidding, you can review bid suggestions.
When you create a Classic ad set in Campaign Manager, you can set your budget, schedule, and bid, giving you control over your ad set spending. You must have account manager or campaign manager permissions on the account to manage these ad set settings.
Some considerations to keep in mind:
Manage your advertising budget with flexible options that fit your goals. Whether you're looking to maximize daily performance or long-term impact, our budgeting tools help you stay in control of when and how much you spend. With lifetime pacing, Campaign Manager distributes your budget across your campaign or ad set’s schedule to help you achieve meaningful results without overspending.
Budgeting options vary by hierarchy:
Simultaneously, the type of schedule you choose, whether continuous or set, influences how your budget is paced across the duration of your campaign or ad set, as well as how much your campaign or ad set can spend on a daily basis.
The ad set objective you select determines which ad formats, bidding strategies, and optimization goals are available for your ad set.
The table outlines which bid strategies and optimization goals are available for each objective, and how the ad set will be charged based on those selections.
* 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.
We’ve recently updated the candidate InMail experience to provide quicker and clearer responses to InMail messages with one-click reply buttons. Candidates can now accept or decline your InMail message with a quick reply before responding to your message with additional details. Because of this, when a candidate responds with only the No thanks or Yes quick reply and no text, the InMail message notification you receive won’t show any additional information.