Artur MacLellan on LinkedIn: In a search campaign, avoid using automated bidding unless you have a high… (2024)

FAQs

What is the bidding strategy on LinkedIn campaign? ›

A bidding strategy is the plan you set up in order to spend your marketing budget on a LinkedIn ad campaign that requires bidding for the ad auction. LinkedIn will guide you insofar as making the best suggestions as to how you should go about distributing your bidding budget throughout the length of your campaign.

Maximum Delivery is a fully automated bid option where LinkedIn's system sets the bid. It is best used when you want to deliver your full budget, while getting the most key results possible.

Based on your campaign objective, maximum delivery automatically adjusts your bid to deliver the most key results, such as clicks, impressions, conversions, or sends possible with your total budget. Maximum delivery isn't available for campaigns that use Dynamic ad (jobs ads, spotlight ads, or follower ads) formats.

Manual Bidding - With LinkedIn's manual bidding option, you are able to set the maximum bid amount you are willing to pay for, and the cost will not exceed that value. We recommend using this option if you want the most control over your bid value. Target cost bidding strategy is no longer availabe.

tCPM: A bidding strategy where you set an average for how much you're willing to pay for every thousand impressions. It optimizes bids to maximize your campaign's unique reach. With tCPM, you can keep your campaign's average CPM lower or equal to the target you set (although the cost of impressions may vary).

A bid strategy that uses Google AI to set bids for your ads based on that ad's likelihood to result in a click or conversion.

LinkedIn recommends that you start low and optimize to find your ideal bid.

Enhanced CPC (ECPC): Definition

This strategy raises your manual bids in situations that seem more likely to lead to a sale or other conversion on your website, and lowers your bid for situations that seem less likely to lead to a conversion.

LinkedIn uses a second-price auction system, which means that you'll only pay $0.01 more than the bid offered by the next highest bidder. For example, if your bid is $8 and the next highest bid is $4, you'll pay $4.01.

What is maximum delivery bidding automated? ›

Maximum delivery (automated)

The maximum delivery bidding strategy uses machine learning to automatically bid for you while aiming to deliver your entire budget. The goal of this bidding strategy is to generate the most key results for your campaign, while using your entire budget with the most efficiency.

If you are running a smaller account with only a few campaigns, go for it. But, in the long run, manual bidding is the best long-term solution for most business accounts. There are, however, a few situations where automated bidding strategies make the most sense.

The goals of the campaign: Advertisers should choose a bid strategy that aligns with the goals of their campaign. For example, if the goal of the campaign is to drive conversions, CPA bidding may be the most appropriate strategy.

The average cost per click for LinkedIn ads ranges from $5 to $10. It's between $6.50 and $35 per thousand impressions (CPM) and $0.50 and $1 per message sent (CPS). These costs vary and depend on your target audience, bidding strategy, and ad relevance.

In the realm of LinkedIn marketing, leveraging articles and videos is a potent strategy to establish thought leadership and showcase expertise. Publishing articles directly on LinkedIn enhances your visibility, as they are accessible not only to your network but also on Google search results.