The Agency

Onboarding Guide
Guide
Objective
At LinkedIn Marketing Solutions, we help business grow. Because, big picture,
customer growth drives business growth which drives economic growth. This guide
details the steps you need to take to get started with LinkedIn as an agency. Whether
you’re looking to understand how to run campaigns as an agency, where our case
studies may live or even what your billings options are, this guide is your go-to resource.

To see what we’ve been up to, check out our case studies where you can filter by
industry, product and more.

Why does LinkedIn matter? 3

How do I get started with LinkedIn Marketing Solutions? 6

How do I run campaigns, as an agency? 9

What do benchmarks look like? 15

Are there any minimum spend requirements? How do I get support? 16

What are my billing options? 17

How do brands build an organic presence on LinkedIn? 18

How can I continue to grow my knowledge of LinkedIn Marketing Solutions? 19

I need help with... who should I contact? 20

What other resources are available for agencies? 21

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Why does LinkedIn
matter?

ff

As of 2021, LinkedIn is now at 722+ million members in

over 200 countries and territories.

722 million+ 55 million+ 14 million+

members companies have a open jobs on
page on LinkedIn LinkedIn Jobs
The Most Trusted Digital Platform
According to the Business Insider Intelligence survey, LinkedIn came in as the most
trusted platform for the fourth year in a row (2020) - and an outlier in the overall survey
results - LinkedIn took the top spot for nearly every pillar of trust — and there are a few
reasons why:

LinkedIn continues to benefit from the professional nature of its community —

users on the platform tend to be well behaved and have less personal information
at risk, which makes for a more trusting environment.

LinkedIn users are likely more selective and mindful about engagement when
interacting within their professional network, which may increase trust in its
content.

Content on LinkedIn is typically published by career-minded individuals and

organizations seeking to promote professional interests, and is therefore seen as
higher quality than other platforms'. This bodes well for advertisers and publishers
to be viewed as forthright, honest, persuasive, and trustworthy.

Overall

Rank 2018 2019 2020

2
Digital Trust Ranking 2020 3
All The Ways We’ve Earned Member Trust
4

6 N/A

7 N/A

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LinkedIn Business Lines
Product Description User Cases

LinkedIn Talent Attract talent and recruit Recruiters, Human Resources, and
Solutions (LTS) candidates from the world’s Recruiting Agencies looking to build talent
largest talent pool brand, post jobs, and source candidates

Marketers, Ad Agencies, PR/Communica-

LinkedIn Marketing Market to the world's largest tions Teams looking to build their brand
Solutions (LMS) professional audience and promote their product or service
through paid media efforts

Power your social- Sales Team, Business Development, and

LinkedIn Sales Executives looking for a sales tool to target
selling efforts with real-
Solutions (LSS) the right buyers, understand key insights,
time sales intelligence
and engage with personalized outreach

For individuals, Learning & Development,

Develop talent and keep and Talent Development Teams looking for
LinkedIn Learning an online learning platform that enables
skills current with
Solutions (LLS) individuals and organizations to achieve
personalized online learning
their objectives and aspirations through
thousands of expert-taught online courses

While you can use this link to learn more about all our LOBs, this guide is focused on agency
resources for LinkedIn Marketing Solutions specifically.

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How do I get started with
LinkedIn Marketing
Solutions?
1. Start with a LinkedIn Page
Start with a LinkedIn Page. LinkedIn Pages are a free and
easy way to establish your brand on LinkedIn. All you
need to get started is a LinkedIn account and a verified
email address (we’ll verify if you're eligible to create a
Page on your company's behalf. Having a LinkedIn Page
is required to run Sponsored Content and Sponsored
InMail ads. Learn how to get started or create a free
LinkedIn Page.

Check out the LinkedIn Marketing Success Hub for

education, inspiration, and ideas.

Organic + Paid Playbook

This playbook, provides a simple 1-2-3 plan for cultivating
an integrated organic + paid strategy on LinkedIn.
In it, you’ll learn how to:

Build a compelling organic presence

Boost your reach + engagement via paid
Measure, learn + optimize to drive more impact

LinkedIn Pages Enterprise Playbook

Find out how the world’s biggest companies organize
internally, strategize content, and engage their
employees to make the most of their LinkedIn Page.

LinkedIn Pages Best Practices

Top tips and tricks to help you make the most of your
LinkedIn Page.

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2. Determine your Objective
No matter your marketing objective, LinkedIn provides a full suite of products and features to
allow you to reach those goals. Learn more about each Campaign Objective here.

The below chart outlines the appropriate ad products to deploy based on your
campaign objective.

Objectives KPI Product Recommended Targeting

First-party demographic
Sponsored Content , Message Ads, & interest targeting,
Awareness Brand awareness
Dynamic Ads, Conversation Ads LinkedIn Audience Network

Sponsored Content, Dynamic Ads, Message Ads,

Website visits
Conversation Ads, Text Ads

Lookalike audiences
Consideration Engagement
Sponsored Content, Dynamic Ads,
& audience expansion
Message Ads, Conversation Ads

Video views Sponsored Content

Sponsored Content, Dynamic Ads, Message Ads,

Lead generation
Conversation Ads, Lead Generation Forms*

Matched audiences
Conversions Website Sponsored Content, Dynamic Ads, Message Ads,
& retargeting
conversions Conversation Ads, Text Ads, Conversion Tracking*

Job applicants Sponsored Content, Dynamic Ads

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 3. Get to know LinkedIn’s Ad Product Solutions and Targeting
Below is our full suite of advertising solutions and capabilities:

Sponsored Content (single image, carousel and video ads in the feed)
Message Ads (message ads that show in LinkedIn inbox)
Conversation Ads (choose-your-own-path experience)
Text Ads (right rail and top banner ads, desktop only)
Dynamic Ads (follower, spotlight and content ads, desktop only)
Targeting Capabilities + Targeting Playbook

Head over to the Marketing Solutions homepage and hover over “Advertising” to see
the full list of products, features, and more.

Post Type Placement Bid Type 3rd Party Measurement

Video Ad Automated, CPC, CPM, CPV

Sponsored Single Image Ad

Desktop Mobile
Content Carousel Ad Automated, CPC, CPM

Single Job Ad Moat - (Video Ads Only)

Google Ads Manager
Spotlight Ad Acxiom Sales Lift
Analytic Partners Media
Dynamic Ads Follower Ad Desktop CPC, CPM Mix Modeling
Brand Effects with Neilsen
Jobs Ad

Text Ads Text Ad Desktop CPC, CPM

Message Ad
Sponsored Desktop Mobile CPS
Messaging Conversation Ad

4. Create a Campaign Manager Account

Campaign Manager is the all-in-one advertising platform on LinkedIn. You can set up
ad accounts, run campaigns, and control your budget as soon as you sign in. All you
need is a personal LinkedIn account to get started. See the next section for agency-
specific instructions.

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How do I run campaigns,
as an agency?
As an agency, you can either create a new ad account
in Campaign Manager to run campaigns on behalf of
your client, or you can request access to your client’s
existing ad account (if they have one). The proper way
to set-up your Campaign Manager is to grant individual
agency employees access to each ad account using
their LinkedIn profile URL. Campaign Manager does not
currently open an agency-wide login feature.

Do not create a shared agency profile, as this is against

our terms of service and shared profiles will be
deactivated. Once the fake profile is flagged, all ad
accounts the profile has been permissioned on will be
marked as spam, which will pause all active campaigns.
LinkedIn will not reactivate the fake profile, however the
ad account can be reactivated only after the fake profile
is removed.

In case of agency employee turnover, we recommend

making sure at least two agency employees have
account manager access to every ad account to
prevent getting locked out.

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To create a new ad account
1. Sign in to your personal LinkedIn.com account.

2. Click the Work icon at the top of your LinkedIn homepage and select Advertise.

3. Click Create ad.

4. Select the type of ad you want to run. Click Learn more to see a description and image
for each ad type.

5. Enter the new ad account name in the Account name field. A name will populate
can be changed later.

6. Select the currency to be used for billing from the Currency dropdown. The currency
can't be changed once the account is created.

7. If you’d like to link a Company or Showcase Page to your campaign:

Select the icon next to Yes.

Select the icon next to Search by name or URL.
Enter the Company Page name or URL in the text field. (To link school/showcase
Page, please search for it by name and select the right one from the dropdown.)
Select your Page from the dropdown.

Note: An ad account must be linked to a Company Page in order to run Sponsored

Content and Message Ad campaigns.

To add agency employees to an ad account

1. In campaign manager, within your selected account, click on the settings icon, top right
hand corner, and select manage access.

2. Click on Edit to grant access. There are various User Roles and Functions in Campaign
Manager to choose from. Note: You can only add people who are 3rd-degree
connections or less.

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Permissions Required by Ad Type
Depending on the type of ads you will be running, you may need to request additional
access levels from the client. The below chart lists the access level required for each
ad product:

Access Sponsored Sponsored Text Ads,

Lead Gen Forms
Needed For Content Message Ad Dynamic Ads

Account Manager Account Manager Account Manager Account Manager or Campaign

Ad Account or Campaign or Campaign or Campaign Manager (to create lead gens
Manager Manager Manager forms)

Client’s Company Co. Page Admin Co. Page Admin or Lead Gens
Page (only a current or Sponsored Content Not required Not required Forms Manager (needed to
Page admins can
grant access) Poster view/download leads data)

Request client’s
Message Ad N/A
permission to add
N/A N/A
Sender them as the Sender’s
Name (detail’s below)

If you will be creating Sponsored Content campaigns on behalf of your client, you will also
need permission to their Company Page from the Page Admin. The Company Page
admin must be a 1st degree connection with whomever needs access. Upon connecting
with each other, the Page admin grants the required access. Agencies can request
“Sponsored Content Poster” access if full admin access is not needed.

If you plan to send Sponsored InMail on behalf of an employee at your client’s company,
you will need to add that employee as a Sender to the Sponsored InMail campaign. You
need to be 1st degree connections with that person. More on adding and changing
senders to your campaign here. Note: Sponsored InMails can only be sent from a
company name if you are working with a LinkedIn account executive.

How To Create Campaigns (Video Demos)

Campaign Manager is now using the objective-based advertising experience, a
streamlined format for LinkedIn Ads campaign creation that leads with marketer’s goals.

You can utilize the new objective-based campaign creation experience when you click
the Create Campaign button in your Campaign Manager.

Below are links to key how-to videos from the LinkedIn Marketing Solutions YouTube
Channel which guide you through various objectives and ad products in Campaign
Manager:

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 Video Topic

How to Select Your Campaign Objective

How to Set Up Your Target Audience

SC Engagement (Follower) + Image

SC Lead Gen + Single Image

SC Lead Gen + Carousel

SC Lead Gen + Video

Insight Tag + Website Demographic

Conversion Tracking + Apply to Campaigns

Message Ad Lead Gen

Matched Audiences (Retargeting, List Uploads, Connecting to APIs)

Reporting - Dashboard Overboard

Pro Tip! Install the LinkedIn Insight Tag

The LinkedIn Insight Tag is a piece of lightweight JavaScript code that you can add to
your website to enable in-depth campaign reporting and unlock valuable insights about
your website visitors.

The data collected from the Insights Tag powers:

Conversion tracking
Website re-marketing audiences
Website visitor professional demographics
Additional insights about members interacting with your ads

Learn how to set up the LinkedIn Insight Tag.

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The event-specific image pixel tracks conversions without associated Pages, such as
through web forms that do not have thank you pages. You can also use the event-specific
image pixel option to track on-click events. This method requires you to install code in the
appropriate place for each conversion event that you would like to track. Learn more
about setting up an event-specific image pixel.

The LinkedIn Insight Tag is supported by many tag management systems. Check with
your tag management vendor to ensure that the LinkedIn Insight Tag is compatible, or
follow the instructions in the articles below:

Google Tag Manager

Tealium Tag Management
Adobe Tag Management
DDX/Coremetrics
Ensighten/TagMan
DFA Floodlight

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What do benchmarks
look like?
General LinkedIn Benchmarks by Product
Benchmarks are based on the previous 3 months of data
from all campaigns on LinkedIn globally, as of Dec 17,
2020 they DO NOT guarantee future performance.
Sponsored Content

Single Image Ad

CTR 0.51%

Engagement Rate 1.00%

Average CPC $8-$10

Carousel Ad

Ad Unit CTR 0.41%

Carousel Card CTR 0.17%

Engagement Rate 0.85%

Video Ad

View-Through Rate 30.20%

Completion Rate (0-:15s) 23.00%

Completion Rate (:16-:30s) 11.00%

Video CTR 0.41%

Video Engagement Rate 2.69%

Sponsored Messaging

Open Rate 55.40%

Click-to-Open Rate 2.80%

Text Ads

CTR 0.02%

Dynamic Ads

CTR 0.14%

Cost per Follow

$10+
(for Follower Dynamic Ads)

Lead Gen/Conversions

Lead Gen Form Completion Rate 8.15%

Conversion Rate
3.00%
(Non-Lead Gen Form)

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Are there any minimum spend
requirements? How do I get support?

The minimum spend requirement to run a campaign on LinkedIn is $10 USD/day.

Work with your sales reps on how to set budgets based on your campaign goals,
audience size and composition, flighting, etc. Also consult our Bidding Best
Practices Guide.

Based on a client’s annual spend with LMS, individual clients (and the agencies who
manage their planning/buying) can qualify for support from an Account Executive. This
type of support is intended to guide you on optimal campaign setup strategy, in-flight
optimizations, and more for that specific client. If an account qualifies, an Account
Executive (sales rep) will be in touch.

Based on an agency’s annual spend across multiple accounts, agencies can also qualify
for agency-wide partnership support. This type of support is intended to advance the
collective agency’s knowledge of LinkedIn Marketing Solutions’ value and offerings. If an
agency qualifies, an Agency Lead will be in touch.

For general assistance, please reach out to LinkedIn Marketing Solutions Support.

Click above link

Select ‘Other’
Type your query
Scroll down & select ‘Create a Support Ticket’

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What are my billing
options?
As an agency, we recommend setting up your ad
account with monthly invoicing, credit card or with
an Insertion Order.

Monthly Invoicing (recommended)

Invoicing can be set up for any individual ad account by
filling out this web form. Note that this is not an agency
credit line—you will need to complete this form for each
advertiser/account separately. With invoicing, you have
the option to bill the client direct or to bill the agency.
Approval is based on credit history. Already paying by
invoice but want to update invoicing details? Do so here.

Credit Card
This is the quickest way to go live when you create an ad
account online. You'll be prompted to enter your
billing information as you create a new ad account.
Paying with a credit card has no minimums, charges are
applied daily if spending more than $100 USD/day,
weekly if your balance is $20 USD or more, first of the
month if your balance is $0.01 USD or more. There is no
flexibility to change the frequency of charges.

Insertion Order
Any account buying through an insertion order requires
a dedicated LinkedIn account rep. This is a contractual
buy with an agreed upon upfront budget, run dates,
and product type and requires a minimum spend of
$25k/quarter/client. There is less flexibility with IO, as
changes need to be done by the account rep through a
contract amendment and account set up also has be
done through the rep.

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Cheat Sheet
Online Account vs. IO Account
Benefits of IO (field) based accounts:

LinkedIn account team creates the initial Invoicing is based on actual spend from Your campaigns will not spend beyond
business account the month prior the end date of the IO

Straight line discounting is included Additional funds may be added on to the We have the ability to pre-bill which
within the same Campaign Manager IO means you can invest now and pay later
account

Considerations of IO (field) based accounts:

• The creation of an IO takes time and a credit check • At this time we don’t have the ability to group campaigns within an
account
• If product allocations are made, it requires an amendment and
additional credit checks regardless of going through the process at • IO invoices report total spend within the account and does not
the beginning of the campaign breakout by campaign

• We can only run one product in an IO based account. If we add new

products like Message Ads or Dynamic Ads, we would need to create
net new accounts for each product

Benefits of Online accounts:

The account and invoicing is set up by the There is no upfront contract/commitment. Early access to betas and pilots as online
client and generally takes 2-5 days We simply bill based on actuals from the customers are prioritized in these
prior month.* offerings

Online invoices include more detail and Online provides you (the advertiser) the You can run campaigns (all products) in
breakout spend by campaign greatest level of flexibility because you can one single Campaign Manager account
run all campaigns (all Ad Products) in a (Master Account) across multiple POs -
single Ad Account across multiple POs – provided the PO number is included in
provided the PO number is included in the the campaign name
campaign name

You can create separate “campaign *Online is the same Campaign Manager User-Interface and has the same products and functionality as an IO managed account. This option is a
groups” for each of your different di° erent way to buy media that eliminates the need for paperwork. You will still have the same high-level customer service/support from LinkedIn.

initiatives, which will make managing

your campaigns MUCH easier

Considerations of Online accounts:

• We cannot pre-bill • Once monthly invoicing is set up, you cannot go back to credit card
payments
• We cannot offer added value within the online account. If added
value is granted, it would reside in a separate IO Ad account • If moving to an Online account, we will have to re-build campaigns/
creative. However, your LinkedIn team is here to help!
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How can I continue to grow
my knowledge of LinkedIn
Marketing Solutions?
On-Demand Webinars

Live Webinars
Accelerate the success of your advertising campaigns
and sign up for an upcoming live webinar.

Marketing Labs
Learn the science of marketing to professionals with
LinkedIn. Experiment, learn, and get the most out of
advertising on LinkedIn with free online training.

Essential Guides to LinkedIn Marketing

The ‘Read Me’ series by LinkedIn is a trilogy of essential
guides that will equip you with insights into our platform,
its features and functionalities, and how you can best
leverage these to achieve your marketing objectives,
no matter what they are.

Marketing Solutions Help Center

Subscribe to the LMS Blog

We'll send you either a daily or weekly recap of everything
on the blog, including new guides, infographics, videos,
insider tips & tricks, and product release information.

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I need help with...
who should I contact?

Marketing Solutions Support Team

Contact Us
Use this link if you have questions or issues with
anything related to Campaign Manager, ad products,
campaign set up, optimizations, or troubleshooting.

Billing Team Contact Us

Use this link for any and all requests or questions
related to billing, invoices, changing billing admin,
requesting receipts, questions about charges, invoicing
set up, etc.

LinkedIn Pages Contact Us

Use this link for any questions or requests related to
LinkedIn Pages and Showcase Pages such as -
rebranding a Page, merging Pages, sunsetting pages,
what to do with an acquired company, and more.

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What other resources
are available for
agencies?

Marketing Partner Directory

Find trusted solutions to help you market your business
on LinkedIn.

Marketing Developer Program

Build technology to reach, engage and convert
professional audiences at scale.

Our Marketing Developer Program offers:

Campaign Management APIs

Reporting & ROI APIs
Page Management APIs
Audiences APIs*
Lead Generation APIs*
Insights APIs*

*These APIs are limited access and require additional approval once you’ve been
approved for the LinkedIn Marketing Developer Platform

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