Ad Budget Type Allowable Combinations

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This page provides details on allowable combinations and validations for different Ad Budget Pricing types.

Objective Type Descriptions

objectiveType Description Allowed optimizationTargetType Combination
BRAND_AWARENESS Spread brand awareness through reach and impression optimization using Standard Sponsored Content, Carousel Sponsored Content, Video Sponsored Content, Text Ads, Spotlight Dynamic Ads, or Dynamic Ads formats.
  • NONE
  • MAX_IMPRESSION
  • TARGET_COST_PER_IMPRESSION
  • CAP_COST_AND_MAXIMIZE_IMPRESSIONS
    		•
    CREATIVE_ENGAGEMENT (To be deprecated) Drive engagement on sponsored content posts through click, impression, or conversion optimization. Use the Ad Creative follow button for advertisers to get more page followers on LinkedIn. While this objective is supported we recommend you use ENGAGEMENT for precise optimization.
  • NONE
  • MAX_CONVERSION
  • MAX_IMPRESSION
  • MAX_CLICK
  • ENHANCED_CONVERSION
  • TARGET_COST_PER_CLICK
    		•
    ENGAGEMENT Engage on sponsored content posts through campaign type formats including Standard, Carousel, and Video. The ad unit includes a Follow button so you can attract and obtain more LinkedIn page followers.
  • NONE
  • ENHANCED_CONVERSION
  • MAX_CLICK
  • TARGET_COST_PER_CLICK
  • CAP_COST_AND_MAXIMIZE_CLICKS
    		•
    JOB_APPLICANT Gain more job applicants on LinkedIn through Job Dynamic Ads, Spotlight Dynamic Ads, and Standard Sponsored Content type campaign formats.
  • NONE
  • MAX_CLICK
    		•
    LEAD_GENERATION This objective aims to generate leads for advertisers with the business goal of brand conversion. When users click on this ad, they will be led to a lead generation form pre-filled with their LinkedIn profile date. This objective allows for Lead Generation Form Sponsored Content, Lead Generation Form Carousel Sponsored Content, and Lead Generation Form Sponsored InMail type campaign formats.
  • NONE
  • ENHANCED_CONVERSION
  • MAX_LEAD
    		•
    TALENT_LEAD This objective aims to get more talent leads on LinkedIn through maximizing clicks with the business goal of brand talent media. This objective type allows for Standard Sponsored content and Spotlight Dynamic Ads type and formats.
  • NONE
  • MAX_CLICK
    		•
    VIDEO_VIEW This objective aims to get more people to watch their video ads optimizing for number of views with the business goal of brand consideration. This objective type allows for Video Sponsored Content and Video Carousel Sponsored Content type campaign formats.
  • NONE
  • MAX_VIDEO_VIEW
  • TARGET_COST_PER_VIDEO_VIEW
  • CAP_COST_AND_MAXIMIZE_VIDEO_VIEWS
    		•
    WEBSITE_CONVERSION This objective aims to get more conversion from advertiser's website with the business goal of brand conversion. Advertisers need to install LinkedIn InsightTag so that LinkedIn can track conversion events and optimize toward them. This objective allows for Standard Sponsored Content, Image and Video Carousel Sponsored Content, Video Sponsored Content, Text Ads, Spotlight Dynamic Ads, and Sponsored InMail type campaign formats.
  • NONE
  • ENHANCED_CONVERSION
  • MAX_CONVERSION
    		•
    WEBSITE_TRAFFIC To be deprecated. Legacy objective used by advertisers to direct more people to visit a web site destination. This objective requires advertisers to configure their campaigns to optimize toward clicks, impressions, or conversions. The ad creative will not include a follow button. Currently, this objective is fully supported by the platform; however, LinkedIn recommends that advertisers use WEBSITE_VISIT, WEBSITE_CONVERSION, or BRAND_AWARENESS for more precise optimization.
  • NONE
  • MAX_CLICK
  • MAX_CONVERSION
  • MAX_IMPRESSION
  • ENHANCED_CONVERSION
    		•
    WEBSITE_VISIT This objective aims to get more people to visit a web site destination with the business goal of brand consideration. This objective allows for Standard Sponsored Content, Image and Video Carousel Sponsored Content, Video Sponsored Content, Text Ads, Spotlight Dynamic Ads, and Sponsored InMail type campaign formats.
  • NONE
  • MAX_CLICK
  • ENHANCED_CONVERSION
  • TARGET_COST_PER_CLICK
  • CAP_COST_AND_MAXIMIZE_CLICKS
    		•

    Optimization Target Type Descriptions

    OptimizationTargetType is used to optimize spending for a campaign. Depending on what value is populated in this field, the campaign will use either auto or manual bidding.

    For auto-bidding campaigns created using legacy Objectives, the costType is always CPM. The unitCost defaults to 0. Note that there are no validations and can be set to any arbitrary high/low value.

    If optimizationTargetType is switched to a manual-bidding type, unitCost should be set to a value appropriate to the dailyBudget. Failure to set the unitCost correctly can lead to unexpected expenses. We highly recommend updating both unitCost and optimizationTargetType when switching.

    If you want to optimize the campaign for spending, you must set the OptimizationTargetType to one of the following target types.

    Setting the optimizationTargetType as any of the following keeps a campaign in manual-bidding mode:

    optimizationTargetType Description Allowed objectiveType Combination
    NONE No optimization for this campaign. All
    ENHANCED_CONVERSION This is used for conversion tracking based bid adjustment. For example, if one campaign has higher conversion rate for a particular member, we will potentially bid higher for that specific member, vice versa.
  • CREATIVE_ENGAGEMENT
  • ENGAGEMENT
  • LEAD_GENERATION
  • WEBSITE_CONVERSION
  • WEBSITE_TRAFFIC
  • WEBSITE_VISIT
    		•

    Setting one of the following options for OptimizationTargetType activates auto-bidding for the campaign:

    optimizationTargetType Description Allowed objectiveType Combination
    MAX_IMPRESSION Optimization goal is to maximize the campaign's number of impressions and exhaust the daily budget without advertiser specifying bid.
  • BRAND_AWARENESS
  • CREATIVE_ENGAGEMENT
  • WEBSITE_TRAFFIC
    		•
    MAX_CLICK Optimization goal is to maximize the campaign's number of clicks and exhaust the daily budget without advertiser specifying bid.
  • CREATIVE_ENGAGEMENT
  • JOB_APPLICANT
  • TALENT_LEAD
  • WEBSITE_TRAFFIC
  • WEBSITE_VISIT
    		•
    MAX_CONVERSION Optimization goal is to maximize the campaign's number of conversions and exhaust the daily budget without advertiser specifying bid.
  • CREATIVE_ENGAGEMENT
  • WEBSITE_CONVERSION
  • WEBSITE_TRAFFIC
    		•
    MAX_VIDEO_VIEW Optimization goal is to maximize the campaign's number of video views and exhaust the daily budget without advertiser specifying bid.
  • VIDEO_VIEW
    		•
    MAX_LEAD Optimization goal is to maximize the campaign's number of leads and exhaust the daily budget without advertiser specifying bid.
  • LEAD_GENERATION
    		•

    Setting one of the following options for OptimizationTargetType activates cost cap bidding for the campaign:

    optimizationTargetType Description Allowed objectiveType Combination
    CAP_COST_AND_MAXIMIZE_IMPRESSIONS Maximize the campaign's number of impressions while keeping the average cost per 1000 impressions under the advertiser-specified cost cap.
  • BRAND_AWARENESS
    		•
    CAP_COST_AND_MAXIMIZE_CLICKS Maximize the campaign's number of clicks while keeping the average cost per click under the advertiser-specified cost cap.
  • WEBSITE_VISIT
  • ENGAGEMENT
    		•
    CAP_COST_AND_MAXIMIZE_VIDEO_VIEWS Maximize the campaign's number of video views while keeping the average cost per video view under the advertiser-specified cost cap.
  • VIDEO_VIEW
    		•