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The first highlight is related to campaign objective selection. A high relevance score rewards you with lower prices, so spending time and effort on creatives is crucial for success. LinkedIn scores the ads in your campaigns based on CTR, comments, likes, and shares. The fourth and final factor is your ad relevance score. The final and the most involved option is to use manual bidding, where you’re entirely in the driver’s seat and need constantly monitor and adjust bids to remain competitive and deliver results. CPA), and the system uses that value as a benchmark when setting bids. With cost cap, you’ll set an upper limit for your selected metric (f.ex.

The second option is to use something called a cost cap. With maximum delivery, LinkedIn’s system aims to deliver the best possible result as efficiently as possible.

The recommended option is to use the automated strategy called maximum delivery. A key thing to remember is that the bidding strategy is closely related to your campaign’s objective, as mentioned previously. Third, the selected bidding strategy influences how much you pay per key result. In other words, if you’re targeting a small but highly valuable group of individuals such as c-level decision makers within a specific industry, several other advertisers are likely competing for the same impressions, driving up the prices. The audience’s composition and desirability determine the cost you’ll end up paying.

Second, a campaign must always have a target audience, i.e., who you are attempting to reach. In other words, what the platform considers the desired result and how its automated bidding algorithms behave. Each campaign must have an objective which then determines the campaign’s optimization goal and bidding strategies. Successful marketing begins with an objective, which is the case with LinkedIn. The selected objective, target audience, bidding strategy, and ad relevance score determine the final price of your advertising. A bid is placed for a designated impression to win in an auction, which is won or lost based on your overall competitiveness. Like all modern online advertising platforms, LinkedIn Ad’s pricing is auction-based.