Brand Awareness vs Website Visits: two objectives that look the same

Brand Awareness vs Website Visits: two objectives that look the same
New to LinkedIn Ads? These two confuse everyone, so let's sort it out.

Brand Awareness charges you per 1,000 views (called impressions). LinkedIn just shows your ad to as many people as it can. Nobody has to click.

Website Visits charges you per click and optimizes to find people who actually click through.

So if your real goal is traffic, don't pick Brand Awareness just because it's cheaper per view. You'll get eyeballs, not visitors.

Think of it like a billboard versus a door. One counts who drives by. The other counts who walks in.

Why it matters: the wrong objective quietly trains LinkedIn to optimize for the wrong thing.

Next step: ask 'do I need clicks or just visibility?' and pick from there.