Encourage members to visit your website or landing page when you select website visits as your ad set objective. Website visits ad sets are shown to those most likely to click on your ad, which directs them to your website, landing page, or other URL. The website visits ad objective is in the middle of the marketing funnel, which aims to help your audiences consider your business for their needs.
When you create a website visits ad set, you can choose to create an:
- Accelerate ad set - LinkedIn’s AI-powered ad set type, which aims to improve your return on ad spend by continuously finding the right combination of targeting, creative, bidding, and placement for your ad set.
- Classic ad set – The standard setup that gives you full control over targeting, bidding, and creative choices. Within Classic ad sets, you can choose to use either:
- Flexible ad creation – Allows you to upload image, video, and text assets that will automatically be mixed and matched to generate up to 64 unique ad versions in minutes.
- Standard ad creation – Allows you to build ad sets with any ad format using our standard ad creation.
Available ad formats, bidding strategies, and optimization goals
We surface only ad formats, bidding strategies, and optimization goals that support your objective of sending visitors to your website or landing page. Landing page clicks are selected as your optimization goal by default.
The ad formats, bidding strategies, and optimization goals available vary depending on whether you choose to create an Accelerate or Classic ad set.
| Ad set type | Accelerate | Classic |
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Here's a tip
If you change the optimization goal for a Classic ad set, you can only select manual bidding as a bidding strategy.
Reporting metrics
Landing page clicks are the key result of website visits ad sets. View a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:
- Performance
- Delivery
- Engagement
- Conversions
- Sponsored Messaging
- Video
- Bid and Budget
You can also view professional demographic data about members who are interacting with your ads.