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.
Here's a tip
Campaigns with Sponsored Messaging ad formats will be optimized for and charged by message sends, regardless of the objective selected.
| Ad set 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 | |
| Lead generation | Qualified leads | Maximum delivery (Automated) | Impressions |
| 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 |
| Ad set 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 | Click-to-message opens | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Clicks to send the conversation asset to the member's inbox | ||
| 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 | |
| Lead generation | Click-to-message opens | Maximum delivery (Automated) | Impressions |
| Cost cap | Impressions | ||
| Manual bidding | Clicks to send the conversation asset to the member's inbox | ||
| Qualified leads | Maximum delivery (Automated) | Impressions | |
| 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 ad sets 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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