How to Create LinkedIn Objective-Based Ads in 2019

If you are someone who has used LinkedIn’s self-serve Campaign Manager platform recently, you will realise there have been some major some changes in the last few months. From March this year, all accounts on the Campaign Manager platform became 100% Objective-Based Advertising. The Campaign Manager interface has been refurbished for LinkedIn objective-based ads and to provide a better user experience.

This post will elaborate on how to create text, sponsored content, dynamic, and sponsored InMail campaigns in the redesigned Campaign Manager interface.

  1. Create LinkedIn Objective-Based Text Ads:

Text ads are the most basic form of advertising by LinkedIn. These ads help you drive the right traffic to your website or landing pages. They allow you to choose the target audience you want to reach, set your own budget by daily spend or lifetime budget, pay by CPC (cost per click) or cost per impression and track the number of leads that you are generating because of the ad. Whatever type of ad you are creating, you can take advantage of the LinkedIn Ads pixel. It is easy to use, even if you install the code yourself or ask your website administrator do it for you.

  1. Create LinkedIn Objective-Based Sponsored Content

The sponsored content in LinkedIn lets you feature content right in your target audiences’ news feeds. Why this placement is important is because it makes your content look more organic while giving your business higher visibility. It is a great way for professionals to come to your company page while building goodwill for brand. LinkedIn provides three types of sponsored content: single-image ads, video ads, and carousel ads. Single-image ads, as the name suggests, look similar to a typical post in the news feed. LinkedIn video ads work well if they are kept short to engage audiences more effectively. You may want to focus on relevancy while creating the content for this because users like a video segment that speaks to them. Carousel ads allow you to feature two or more images that your target audience can scroll through. For each of this, you can use posts that you have already created from your feed and turn them into sponsored content ads by enhancing them with attractive visuals and variations.

  1. Create LinkedIn Objective-Based Dynamic Ads

This is another type that lets B2B marketers work on posts for recruitment through paid advertising. They go a long way in helping build relationships with your audience from the word go. Why these ads stand apart from the pack is because they allow personalization. Through these ads, you can speak directly to individual users. For instance, your ad could say, “Hi {{First Name}}, do you want to give a boost to your career in fashion? Take advantage of opportunities at a growing company!” The customisation contributes to catch the user’s attention. Dynamic ads also provide the option to show the user’s profile photo in the ad itself.

  1. Create LinkedIn Objective-Based Sponsored InMail Ads

These kind of InMail ads especially help people in the salesforce to connect with the decision-makers more quickly and in a better, personalized manner. As a B2B marketer, this ad type can help you grow your event or conference attendance through sending out customised invites. It also helps connect with the right managers and directors, promote proper content, and produce meaningful relationships. These ads are also useful for HR executives from a point of view of talent recruitment. It helps them reach qualified users who are hunting for a job. The message remains private.


The updated Campaign Manager on LinkedIn helps you set up your campaigns related to your marketing objectives. It is specially designed in a way to aid you to strike better deals, create more customised content and meet your objective-based goals more efficaciously.

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