While consulting with companies on their LinkedIn advertising initiatives, I routinely get asked, How should I bid?

When I hear others asked this question, I repeatedly hear, It depends on your goals.

These misguided souls go on to explain, If your goal is brand awareness, bid for impressions CPM .

It doesn t matter what your goals are; your job is to generate impression/traffic/leads/sales at lower costs and higher volumes.

Along the same vein, if you re concerned with traffic, of course you want to secure that traffic for the lowest cost possible.

There will be times when bidding CPM is the most cost-efficient bid type to drive impressions, but, especially in my LinkedIn Ads experience, that s somewhat rare.

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