When you select an object and open the link panel, there are a lot of options to choose from. You can link to external sites or other pages. To make your publication interactive it’s nice to open parts of the page with a button. Choose "Open Group/Layer". Just click the round circles next to the layers you want to make visible/invisible. In most cases using a group for a popup is the easiest way to interact with multiple elements. It also keeps your “popups” better organized. If you decide to create a big popup, you can also put a close button in there that closes the popup in exactly the same way. Just make it link to the group that it’s in.
There are also radio buttons that can be used to select which other groups or elements should be closed while opening the link. One to close every layer that was initially not open and one to close every layer inside the same level. By same level we mean every layer or group inside the same group. Just click away and play with it to get the hang of it.