LinkedIn Campaign Builder

Below are a few different options to include when setting up a LinkedIn Campaign. First will be campaign goal type and after looking at goal types will be content types. There are some content types that go with certain goal types only. Example: Video ads only work with a goal type of video views. 

From there you can see the type of ads you want to use, targeting options, and budgeting estimates. 

Campaign Goal Type

Brand Awareness

Action:

Reach more people with your post.

 

Other Information:

These campaigns are great for top-of-funnel brand building.

 

Content Types to Use:

Single Image Ads

Carousel Ads

Conversation Ads

Event Ads

Follower Ads

Spotlight Ads

Text Ads

Video Ads

Website Visits

Action:

Get more clicks to your landing page.

 

Content Types to Use:

Single Image Ads

Carousel Ads

Conversation Ads

Event Ads

Follower Ads

Message Ads

Spotlight Ads

Text Ads

Video Ads

Engagement

Action:

Increase social engagement and page followers.

 

More Info:

Drive clicks, social actions and company page follows, increasing brand awareness.

 

Content Types to Use:

Single Image Ads

Carousel Ads

Conversation Ads

Event Ads

Follower Ads

Spotlight Ads

Video Ads

Video Views

Action:

Share your videos with more people.

Content Types to Use:

Video Ads

Lead Generation

Action:

Gather info from people interested in your business.

 

Content Types to Use:

Single Image Ads

Carousel Ads

Conversation Ads

Message Ads

Lead Gen Ads

Video Ads

Website Conversions

Action:

Capture leads or drive actions on your website.

 

Content Types to Use:

Single Image Ads

Carousel Ads

Conversation Ads

Message Ads

Text Ads

Video Ads

Content Types

Single Image Ads

Design Recommendations:

File Type: jpg, png, or gif

File Size: 5 MB

Image Ratio:

1.91:1 (horizontal, desktop and mobile)

1:1 (square, desktop and mobile)

1:1.91 (vertical, mobile only)

 

Headline Recommendations:

Headline: 70 characters

Introductory text: 150 characters

 

Technical Recommendations:

Horizontal / Landscape

**Horizontal images will deliver to both desktop and mobile

Minimum: 640 x 360 pixels

Maximum: 7680 x 4320 pixels

Recommended: 1.91:1 – 1200 x 628 pixels

Square

**LinkedIn recommends this aspect ratio for delivery across both desktop and mobile

Minimum: 360 x 360 pixels

Maximum: 4320 x 4320 pixels

Recommended: 1:1 – 1200 x 1200 pixels

Vertical

**LinkedIn recommends this aspect ratio for best performance on CTR on mobile (vertical images do not deliver to desktop)

Minimum: 360 x 640 pixels

Maximum: 2430 x 4320 pixels

Recommended:

1:1.91 – 628 x 1200 pixels

2:3 – 600 x 900 pixels

4:5 – 720 x 900 pixels

 

CTA Options:

Apply

Download

View Quote

Learn More

Sign Up

Subscribe

Register

Join

Attend

Request Demo

 

Post Example:

https://www.linkedin.com/feed/update/urn:li:sponsoredContentV2:(urn:li:share:7168643521279684608,urn:li:sponsoredCreative:363085724)/?actorCompanyId=10564&viewContext=REVIEWER

Video Ads

Design Recommendations:

Video File Type: MP4

Video Sound Format: AAC or MPEG4

Recommended frame rate: 30 frames per second

Custom Thumbnail: Optional but recommended

Ratio:

4:5 (vertical, 0.8)

9:16 (vertical; 0.57)

16:9 (landscape; 1.78) (most used)

1:1 (square; 1.0)

 

Headline Recommendations:

Headline: 70 characters

Introductory text: 150 characters

 

Technical Recommendations:

Video File Size: 75 KB (min) – 200 MB (max)

Video Duration: 3 seconds – 30 minutes

Video Captions: Optional

Video Sound Rate: Less than 64 KHz

Minimum width: 360 pixels

Maximum width: 1920 pixels

Minimum height: 360 pixels

Maximum height: 1920 pixels

Minimum aspect ratio: 9:16 (0.563)

Maximum aspect ratio: 16:9 (1.778)

 

CTA Options:

Apply

Download

View Quote

Learn More

Sign Up

Subscribe

Register

Join

Attend

Request Demo

 

Post Example:

https://www.linkedin.com/feed/update/urn:li:sponsoredContentV2:(urn:li:ugcPost:7079113639672090624,urn:li:sponsoredCreative:267508696)/?actorCompanyId=10564&viewContext=REVIEWER

Event Ads

Design Recommendations:

Image Ratio: 4:1 (image will be pulled from the Event page)

 

Headline Recommendations:

Introductory text: 600 characters

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-12.png

Document Ads

Design Recommendations:

File type: PDF, DOC, DOCX, PPT, PPTX

File size: 100 MB

Aspect Ratio: Vertical, Horizontal, Square

Number of pages: under 10 pages

 

Headline Recommendations:

Headline: 70 characters

Introductory text: 150 characters

 

Technical Recommendations:

PDFs with multiple layers must be flattened or merged.

PDFs with multiple sized pages must be fit to the same page size.

Review LinkedIn’s Copyright Policy to ensure your document is compliant.

Please ensure that your document has secure hyperlinks.

 

Recommended Dimensions:

Use any of the standard PDF layouts:

Letter: 8.5 by 11 inches

Tabloid: 11 by 17 inches

Legal: 8.5 by 14 inches

Statement: 5.5 by 8.5 inches

Executive: 7.25 by 10.5 inches

Folio: 8.5 by 13 inches

A3: 11.69 by 16.54 inches

A4: 8.27 by 11.69 inches

B4: 9.84 by 13.90 inches

B5: 6.93 by 9.84 inches

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-10.png

Thought Leadership Ads

Design Recommendations:

You can promote posts from employees of your company as well as members who are 1st or 2nd degree connections.

  • Articles can be promoted.
  • Newsletters, documents, polls, multi-images, and reshared posts aren’t eligible for promotion at this time.

 

Headline Recommendations:

You cannot add any headline or introductory text; edits to the post must come from the original author of the post.

 

Technical Recommendations:

Only available for brand awareness and engagement objectives. Promoting video within the engagement objective requires either super admin or content admin permission on the company Page. Only available through the single image ad or video ad format.

 

CTA Options:

No CTA button, but URLs can be added to the intro text.

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-16.png

Conversation Ads

Design Recommendations:

Banner File Type (optional): JPG or PNG

Banner Image Size (optional): 300 x 250 pixels maximum

Banner Image File Size (optional): 2MB maximum

Sender Image: We will use the LinkedIn profile image of designated sender

Banner viewability: Only available on desktop

 

Headline Recommendations:

Message Text: 8,000 characters maximum

Custom Footer: 20,000 characters maximum

Call-to-Action: 25 characters maximum

 

Technical Recommendations:

 

CTA Options:

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-9.png

Message Ads

Design Recommendations:

Banner File Type (optional) : JPG or PNG

Banner Image Size (optional): 300 x 250 pixels

Banner Image File Size (optional): 2MB

Sender Image: We will use the LinkedIn profile image of designated sender

 

Headline Recommendations:

Sender: Select from available senders

Message Subject: Up to 60 characters max

Message text: Up to 1,500 characters max

Clickable links: Up to 3 links max

Hyperlinked text in message: Up to 70 characters max

Custom Terms & Conditions: Use up to 2,500 character max

 

CTA Options:

Call-to-action (CTA) button copy: Up to 20 characters max (incl. spaces)

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-2.png

Lead Gen Form

Design Recommendations:

Picture Spec:1200 x 6 00

 

Text Recommendations:

Form Name: 256 characters

Landing page URL: 2000 characters

Offer Headline:  60 characters

Offer Detail (optional): 160 characters

Privacy Policy: 2000 characters

Call-to-Action: 20 characters

Confirmation Message: 300 characters

 

Technical Recommendations:

Form Fields: 3-4 fields are recommended as best practice. 12 fields are the maximum

 

Form Fields:

Contact

First name

Last name

Email address

LinkedIn Profile URL

Phone number

City

State/Province

Country/Region

Postal/Zip code

Work email

Work phone number

Work

Job title

Function

Seniority

Company

Company name

Company size

Industry

Education Degree

Field of study

University / School

Start date

Graduation date

Demographic

Gender

 

Post Example:

https://www.linkedin.com/feed/update/urn:li:sponsoredContentV2:(urn:li:share:7074779366664138752,urn:li:sponsoredCreative:264821316)/?actorCompanyId=10564&viewContext=REVIEWER

Text Ads

Design Recommendations:

Logo File Type: JPG or PNG

Logo File Size: 2MB

Logo image dimensions: 100×100 pixels

 

Text Recommendations:

Headline: 25 characters

Description: 75 characters

 

Recommended Dimensions:

Text ads appear in a variety of sizes, including:

300 x 250

700 x 17

160 x 600

728 x 90

496 x 80

 

CTA Options:

Apply

Download

View Quote

Learn More

Sign Up

Subscribe

Register

Join

Attend

Request Demo

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-4.png

Spotlight Ads

Design Recommendations:

Company Logo Size: 100 x 100 pixels

Company Logo File Type: JPG or PNG

Company Logo File Size: 2 MB

Background Image File Type (optional): JPG or PNG

Background Image Dimensions (optional): 300 x 250 pixels

Background Image File Size (optional): 2 MB

 

Text Recommendations:

Headline: 50 characters

Description: 70 characters

Company Name: 25 characters

Call-to-Action: 18 characters

 

CTA Options:

Apply

Download

View Quote

Learn More

Sign Up

Subscribe

Register

Join

Attend

Request Demo

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-3.png

Follower Ads

Design Recommendations:

Company Logo Size: 100x100px

Company Logo File Type: JPG or PNG

Company Logo File Size: 2MB

 

Text Recommendations:

Headline: 50 characters

Description: 70 characters

Company Name: 25 characters

 

Technical Recommendations:

Description Options Examples

JANE, stay informed of industry news and trends

Get the latest jobs and industry news

Get the latest on jobs, news and more Imagine your next career move

Keep up with interesting, relevant updates

Opportunities are knocking on your door

Ready for your next opportunity?

Receive daily or weekly company updates

Receive daily or weekly organization updates

Stay informed on industry news and trends

Visit the careers page for ACME!

Visit the company for ACME

Visit the organization page for ACME!

You’ve got the skills, ACME has the opportunities!

You’ve got the skills, we’ve got the opportunities!

 

Headline Options Exmaples

JOE, ACME is hiring!

JOE, current recruiting in your sector!

JOE, explore relevant opportunities with ACME!

JOE, get the latest on ACME new, jobs, and more!

JOE, Get the latest on ACME News, Jobs, and More

JOE, grow your business with news and insights from ACME

JOE, grow your career by following ACME

JOE, keep up with relevant opportunities at ACME

JOE, keep up with the latest insights from ACME

JOE, ready for your dream job?

JOE, you might like to follow ACME

Grow your business wih insights from ACME

Grow your business with news and insights from ACME

 

CTA Options:

Visit careers

Visit company

Visit jobs Visit life

 

Post Example:

https://blog.hootsuite.com/wp-content/uploads/2023/11/linkedin-ads-14.png

Targeting Options

Company Targeting Options
Company Choices Description Best Practices
Company Category Company Category targets a curated list from well-recognized publications and thought leaders like Forbes, Fortune, and LinkedIn News Editors. Using this option you can effectively identify the world’s largest, most innovative, or fastest growing companies. Use Company Category in combination with job seniority and functions to reach the precise buying committee.
Company Connections  Allows you to reach the 1st-degree connections of employees at companies you select. This is only available for companies with more than 500 employees.
Company Followers Allows you to target your own LinkedIn Page followers. To use this targeting facet, your Ads account must be associated with your LinkedIn Page. When not utilizing this facet, by default your campaigns may reach both followers and non-followers.
Company Growth Rate Company Growth Rate targets companies by their rate of growth year over year, determined by factors such as employee growth or inferred data from other similar companies within the same location and industry.
Company Industry Company Industry is a company’s primary industry of operation. An organization may operate in many industries, however only the primary industry of operation as listed on their LinkedIn Page will be recognized. Industry targeting allows you to narrow in on members who work in a particular sector. This is particularly effective if your offer is broadly applicable across an entire industry, for example, a piece of software geared towards the financial sector. However, when your offer is applicable across several industries, other targeting options may be more effective. Before utilizing Industry targeting, look at LinkedIn Pages from a few companies that fit your options to see which industry they fall under. Consider including all relevant industries in your targeting.
Company Name Company Name is the organization a member lists as his or her employer. These are based on LinkedIn Pages, which are maintained by company employees. Whether your campaign goal is awareness or retention, Company Name targeting allows you to focus your campaign on high-value companies and reach decision makers across an organization. You can target up to 200 different companies using the Company Names option. For those who’d like to target an even larger list of companies, Matched Audiences allows you to upload a list of up to 300,000 companies. Using the Company Industries facet allows you to target more broadly than specific company names. An organization may operate in many industries, however only the primary industry of operation as listed on their LinkedIn Page will be recognized.
Company Revenue Allows you to target companies by their estimated annual revenue. 
Company Size Company Size allows you to reach members based on the size of the organization at which they work as listed on their Page. Company Size comes from the total number of inferred employees who work for an organization, not just the number of LinkedIn members who identify as working for a given company. Company Size allows you to effectively identify small and medium-sized businesses (1–200 or 201–500 employees) as well as enterprise organizations (500+ employees). Company Size is one of the options where excluding options works particularly well. For example, a startup that’s making accounting software designed specifically with small businesses in mind could exclude 501–1000, 1001–5000, 5001–10,000 and 10,001+ from their targeting. This ensures members who are on LinkedIn and work for an organization that has yet to create a LinkedIn Page are captured.
Demographic Targeting Options
Demographic Choices Description
Member Age Age is an estimation of how old a member is likely to be based on their first graduation date. Not everyone on LinkedIn includes a graduation year on their profile and therefore including Age may substantially reduce your audience size. Years of Experience can be used as a proxy for age in most cases.
Member Gender Gender is a determination of whether a member is female or male and inferred based on a member’s name. Similar to Age, using Gender targeting will also reduce your audience size by potentially 50% or more. As LinkedIn does not require members to disclose their gender, we recommend utilizing professional targeting option wherever appropriate.
Education Targeting Options
Education Choices Description Best Practices/Use
Degrees Degrees are recognized ranks granted by a college, university, or other learning institution. Degrees are grouped by LinkedIn algorithms and organized in standardized Degrees you can use for your campaign targeting. Choosing to target by Degrees can sometimes limit your audience size as the Degrees field is not always populated by members. Education-based organizations can use Degrees targeting to reach members who might be interested in furthering their studies through additional courses or programs. For example, if you’re advertising an enrollment offer for an advanced degree program, you could exclude those who already have a master’s degree. Layering Degrees targeting with Job Function (i.e., finance, accounting, IT) is a common way to reach audiences who would be most interested in a specific type of educational degree. 
Fields of Study Field of Study is the major or area of study within a member’s degree. For example, those with a Bachelor of Business Administration (BBA) may have a major in either Accounting or International Business. For some campaigns, Fields of Study can be used as a proxy for skills or expertise in a given field, especially for recent graduates.
Member Schools You can target based on the School, College, University or other learning institution where  a member completed a course. For example, an alumni association can use Schools targeting to reach alumni who may  be interested in joining their association  or donating. While Schools targeting allows you to reach the right alumni or students at scale, targeting by School may also decrease your audience size since it isn’t a required field when creating a LinkedIn profile. Check your estimated audience count to determine if you’ll reach enough members.  Targeting by school may decrease your audience size since it isn’t a required field when creating a LinkedIn profile. Make sure you add all subsidiary schools when trying to reach an entire college or university. For example, when advertising to Harvard students, add Harvard University, Harvard Business School, Harvard Law, Harvard Medical, etc. as they have separate LinkedIn Pages for universities.
Job Experience Targeting Options
Job Experience Choices Description Best Practices/Use
Job Function Based on standardized groupings of the job titles entered by LinkedIn members. Combine the Job Functions option with the Job Seniorities option to reach decision-makers with specific expertise. For example, if you’re looking to reach decision-makers in the IT function, try targeting the Information Technology, Engineering, and Operations functions and pairing that with Job Seniorities attributes of Senior, Manager, Director, VP, CXO, and Owner.
Job Seniority Job Seniority describes the rank and influence of a member’s current role in their organization. This option is determined by a member’s job title. For some campaigns, targeting by seniority can be an effective way to reach those with influence over a buying decision. Consider targeting Individual Contributors (ICs). Increasingly, ICs have a large say in buying decisions. If you’d like to reach more senior ICs with lots of experience, target them by choosing Senior and combine that with the Years of Experience option.
Job Title When members update their LinkedIn profile with a new role, these Job Titles are grouped by LinkedIn’s algorithms and organized into standardized Titles you can use for your campaign targeting. Avoid limiting your audience by targeting only a few job titles. Include all relevant job titles to ensure your campaign’s reach.
Broaden your audience by targeting both current and past holders of a given job title. These members may have changed roles but still have a skill set relevant to your business. Select current or past in the Job Titles dropdown.
Member Skills Skills are highly relevant keywords found within a member’s profile and skills section that indicate expertise in a particular area. Skills include those explicitly added by members in their skills section and also keywords and phrases mentioned throughout their profile and summary. LinkedIn uses modeling to infer skills from a member’s job title and job description. Skills targeting is an alternative way to reach professionals with a specialized expertise when Job Title targeting may not be as effective. Skills include those explicitly added by members in their skills section as well as keywords and phrases mentioned throughout their profile and summary. LinkedIn uses modeling to infer skills from a member’s job title and job description.
Skills targeting is an alternative way to reach professionals with a specialized expertise when Job Title targeting may not be as effective. For example, if your business sells project management software, job titles may not be as effective given several roles may have a need for project management software. However, Member Skills targeting allows you to target specific competencies that may span a broad range of job titles.
When using skills targeting, consider pairing this with the Job Functions or Job Seniorities option. This helps to focus the reach of your offer on a more relevant audience. For example, we recommend targeting Member Skills with Job Seniorities to reach decision-makers that hold the desired skill set.
Years of Experience Years of Experience (YOE) allows you to reach a target audience based on the years of professional experience they’ve accumulated over their career. LinkedIn calculates YOE by adding together the duration of each individual job experience a member has listed. However, we exclude any gaps in experience and also do not double count overlapping positions. Consider pairing Years of Experience with a Seniority level of Senior and above to reach experienced professionals with influence over the buying decision or prospects for an Executive MBA program. Other helpful combinations with Years of Experience include:
• YOE + Degrees = educated professionals who may be considering advanced degrees
• YOE + Functions = seasoned functional leaders
• YOE + Skills = skilled experts
Interest and Traits Targeting Options
Interests and Traits Description Best Practices/Use
Member Groups Groups on LinkedIn are places where members who share interests or professional associations can gather, discover new information, and ask questions. These Groups often times suggest expertise in a given area. Use the search function on the LinkedIn homepage to find relevant groups. The larger and more active groups will typically appear at the top of the list.
Member Interests Interest categories reach people based on the content members engage with on LinkedIn, the professional topics they search for on Bing, and inferred based on attributes on a members profile. Interest targeting is an effective way to reach a range of members based on topics or categories they’re interested in most and is most effective for campaigns with awareness and consideration objectives. Interest targeting can also help you reach a unique set of audiences when other targeting options are too narrow. When using Interest targeting, consider pairing this with Function or Seniority. This helps focus your content to a more relevant audience.
Member Traits Member traits reach members based on their distinguishing characteristics such as frequent traveler, job seeker, open to education or the types of device they may use when spending time on LinkedIn. Member traits will typically represent a more narrow audience and may not need additional targeting criteria applied.
More Audience Choices
Audience Type Description Best Practices/Use
Predictive

Use predictive audiences to help expand your campaign’s reach by creating an audience of people with similar characteristics to your existing data source who are more likely to convert. To create a predictive audience, we combine your data source and LinkedIn’s AI to automatically generate a new custom audience to use in your campaigns.

The data sources you choose in Campaign Manager should align to the specific behavior you’d like to replicate. You can create a predictive audience from one of the following:
• Lead Gen Form
• Contact list (status must show Ready on your Audiences page)
• Conversions (using Insight Tag, Website Actions, or Conversions API conversions)

Here are a few best practices when creating your predictive audience:
• Identify your current customers. For example, a contact list of customer emails from your CRM or visitors to your login page.
• Start an audience that meets a specific set of qualifications. For example, Lead Gen Forms from demo or application sign ups.
• Use an audience that has been reviewed and approved by your sales team. For example, a contact list of emails chosen by sales or closed won opportunities.
List Upload- Company

You can use company targeting to build audience segments based on lists of companies and organizations, so you can tailor your advertising campaigns to target priority companies, organizations, and schools. Company lists are a part of LinkedIn’s Matched Audiences.

Company Page URLs are an optional field but can help improve the accuracy and rate of matches.

To match your company list to LinkedIn Pages, include at least one of the following:
• Company name
• Company website
• Company email domain
• LinkedIn Company Page URL
• Stock symbol

A few tips for your company targeting list:
• The recommended list size for company targeting is 1,000 or more companies, organizations, or schools.
• You can view engagement with companies from an uploaded list using a Company Engagement Report. The Company Engagement Report also lets you see which companies were and weren’t able to be matched.

 

To increase the accuracy of the match we recommend:
• Providing additional fields such as industry, city, state, company country, or zip code.
• Including the LinkedIn Page URL for companies in your template. The LinkedIn Page URL will look like the following: https://www.linkedin.com/company/linkedin/. For best match results, the Page URL should include the company name at the end of the URL, not a number ID.
• Include the company website or LinkedIn company Page URL for each row.

List Upload- Contact You can use contact targeting to build audience segments based on contact information you upload to Campaign Manager, so you can tailor your advertising campaigns to target your priority contacts. Contact lists are part of LinkedIn’s Matched Audiences. A few tips for your contact targeting list:
We recommend uploading lists with at least 10,000 personal or professional email addresses to help ensure your list matches with at least 300 verified email addresses on LinkedIn.
• When selecting targeting facets for your campaign audience, contact lists may not be used with member interests and traits. 
Retargeting- Website Website retargeting allows you to create an audience based on members who visited a specific page on your site.
Retargeting- Single Image

Single image ad retargeting allows you to create an audience based on members who’ve engaged with your single image ad on LinkedIn. You can choose to create the audience based on any interactions people had with your ad or when people perform chargeable clicks on your ad.

When you create a single image ad audience, you can also choose how recently individuals engaged with your single image ad (with options from 30 to 365 days in the past) and select the single image campaigns you want to create your audience from.

Retargeting- Documents Ads

Document ads retargeting allows you to create an audience based on members who’ve engaged with your document ads on LinkedIn. You can create an audience based on people who have downloaded or interacted with your ad or when people perform chargeable clicks on your ad.

When you create a document ads audience, you’ll choose how recently individuals engaged with your document ads (with options from 30 to 365 days in the past) and select the document ads campaigns you want to create your audience from.

Retargeting- Video

Video retargeting allows you to create an audience based on members who viewed almost all or part of your video ads. You can choose to create the audience based on people who viewed 25%, 50%, 75%, or 97% of your video ad. You can also set how recently those individuals viewed the ad from options between 30 days in the past to 365 days in the past.

When you create a video audience, you’ll select video ad campaigns to retarget. You’ll see the number of video views based on the campaigns, completion rate, and time range you select.

Best option for retargeting!
Retargeting- Lead Gen

Lead Gen Form retargeting allows you to create an audience based on members who opened or submitted your Lead Gen Form. You’ll also be able to choose how recently individuals engaged with your Lead Gen Form with options from 30 days in the past to 365 days in the past.

When you create a Lead Gen Form audience, you’ll select Lead generation campaigns to retarget. You’ll see the number of Lead Gen Form opens or completions for the campaigns, engagement, and time range you select.

Retargeting- Conversation

When you create a conversation ads audience, you’ll choose:

• How someone engaged with the ad:
– Opened a conversation
– Clicked any call-to-action
• The time range of when your audience engaged with your ad. You can select from 30, 60, 90, 180, or 365 days in the past.
• The campaigns you want to create your audience from.

Retargeting- Company Page

Company Page retargeting allows you to create an audience based on members who have either viewed your LinkedIn Page or clicked on a call-to-action button in the header of your Page. You’ll also be able to choose how recently members in the audience viewed or interacted with your LinkedIn Page.

When you create a Company Page audience, you’ll be able to see how many people have recently viewed or clicked on a call-to-action button on your page.

Retargeting- Event

Event retargeting allows you to create an audience based on members who selected to attend your LinkedIn Event.

When you create an event audience, you’ll be able to choose to include both upcoming and past Events hosted on your LinkedIn Page.

Budget – Rough Estimate

Please note: This is based on a healthy audience size (300,000-800,000)

If a campaign has a smaller audience size, the cost per action will be more.

Based on a $50/day Budget and 800,000 Audience Size
Goal Type Bidding Amount Rough Estimate
Brand Awareness $54.89 – $82.34 per 1,000 member accounts reached
Website Visits $8.95 – $13.43 per click
Engagement $3.26 – $4.89 per engagement
Video Views $0.18 – $0.27 per video view
Messaging $12.21 – $37.93 per click-to-message open
Lead Generation $25.11 – $37.66 per lead
Talent Leads $2.97 – $4.45 per click
Website Conversions $15.28 – $45.10 per landing page click
Job Applications $6.79 – $10.18 per click
Based on a $100/day Budget and 800,000 Audience Size
Goal Type Bidding Amount Rough Estimate
Brand Awareness $73.68 – $110.52 per 1,000 member accounts reached
Website Visits $6.98 – $10.47 per click
Engagement $1.80 – $2.70 per engagement
Video Views $0.11 – $0.17 per video view
Messaging $12.21 – $37.93 per click-to-message open
Lead Generation $22.08 – $33.12 per lead
Talent Leads $2.11 – $3.17 per click
Website Conversions $15.28 – $45.10 per landing page click
Job Applications $4.45 – $6.68 per click
Resources Used