The Complete Guide to LinkedIn Ads Bidding Strategies

LinkedIn, like many other self-serve advertising platforms, offers several bidding strategies to help advertisers achieve their campaign goals. Understanding these bidding strategies and knowing when to use them can make a significant difference in the success of your LinkedIn ads campaigns.

LinkedIn Ads Bidding Options Overview

When it comes to LinkedIn ads bidding strategies, there are three main options available. These options range from fully automated to manual control.

1. Maximum Delivery

Maximum delivery is a fully automated bidding strategy where LinkedIn sets your bid using machine learning to maximize results while spending your budget daily. This is the default strategy for new campaigns.

2. Cost Cap

Cost cap is an automated strategy where advertisers set a target cost for each result, allowing some control over bidding. The algorithm works to achieve an average cost per result within the set cap.

3. Manual Bidding

Manual bidding gives advertisers full control over bids, with no machine learning involved. Advertisers set their maximum bid and pay just above the next advertiser’s price if their ad wins a place in the auction.

Available Bidding Strategies for Each Campaign Objective and Optimization Goal

Different bidding strategies are available based on the campaign objective and optimization goal. It’s essential to choose a strategy that aligns with your goals to maximize campaign performance.

How You’ll Get Charged for Each LinkedIn Ads Bidding Strategy

Each bidding strategy comes with its own charging method based on the campaign objective and optimization goal. Understanding how you’ll be charged can help you choose the right strategy for your budget and objectives.

Suggested Bid Ranges for Cost Cap and Manual Bidding

LinkedIn provides suggested bid ranges for cost cap and manual bidding based on audience competitiveness. Starting with bids below the suggested range can help target less competitive users and control costs.

When to Use Which LinkedIn Ads Bidding Strategy

Choosing the right bidding strategy depends on your campaign goals and performance. Maximum delivery is ideal for brand awareness and consistent spending, while cost cap is suitable for controlling costs with a history of good conversion data. Manual bidding is a flexible option for starting out and adjusting bids based on performance.

FAQs

1. What is the best bidding strategy for brand awareness campaigns?
   For brand awareness campaigns, maximum delivery is often the preferred bidding strategy to maximize results and consistent spending.

2. When should I consider using manual bidding for my LinkedIn ads?
   Manual bidding is a good choice when starting out with a new campaign or when you want full control over bids and cost management.

3. Can I switch between bidding strategies during a campaign?
   Yes, you can switch between bidding strategies based on campaign performance and goals. It’s essential to monitor results and adjust strategies accordingly.

4. How does LinkedIn determine suggested bid ranges for cost cap and manual bidding?
   LinkedIn suggests bid ranges based on audience competitiveness to help advertisers effectively spend their campaign budgets.

5. Which bidding strategy is recommended for campaigns with a limited conversion history?
   For campaigns with limited conversion history, manual bidding may be a better option to start with, allowing for more control over bids and costs.

   By understanding the available bidding strategies and knowing when to use each one, advertisers can optimize their LinkedIn ads campaigns for better performance and results. Experimenting with different strategies and adapting based on performance can help achieve success on the platform.