Join Viveka von Rosen for an in-depth discussion in this video Setting up your business account, part of LinkedIn Advertising Fundamentals.
- [Voiceover] Now you know the different kinds of LinkedIn ads out there, why you wanna use ads, and even where ads fall into your marketing funnel. So it's time to create them. But, wait. In order to launch it, you have to pay for it. Which means giving LinkedIn your credit card number. Now, I know this makes a lot of people nervous, but I've never actually had any difficulty getting LinkedIn to credit me back when I've upgraded my premium account then realized I didn't need all the features. And I've never had any issues with them in paying for ads... Other than that one time I forgot to set a budget...
But we'll talk more about that later. You're going to need a personal profile on LinkedIn in order to create a business account in order to create ads. Things work a little bit differently, by the way, if you've got a $25,000 a quarter budget, but if you do have that bigger budget, LinkedIn is going to assign you a marketing rep, and they'll walk you through that whole process. Now, in order to sponsor company page updates, you will also need to link your company page to your business account. If you have more than one company page, you'll need to create multiple business pages.
And my hope is that LinkedIn will figure out a way to merge these dashboards soon. So, once you've clicked on LinkedIn.com/ads, and then Manage, or you've simply gone to your profile into Advertising and Manage, you'll notice underneath your company name you have the ability of viewing your accounts or creating a business account. If you have many business accounts to manage different LinkedIn company pages, then you can see them all by clicking on the View All Accounts.
Now, we didn't realize the first time I set up my company page that I had actually set up different business accounts, and I got so frustrated when I couldn't find the analytics to my campaign. Fortunately, customer service pointed out to me that each company page needed a different business account, which I had apparently, inadvertently created. To create a new account, click on Create your business account. You can either just start typing in your company name and choosing it from the drop down, or, if you know your company URL, you can pop it right in here.
Now, if you've taken my LinkedIn for Business course on Lynda.com, then you'll know that your company name is going to be Linkedin.com/company/companyname. Or simply go to your your company and grab that URL. Grab it before the question mark so that it reads Linkedin.com/company/companyname. Go ahead and copy that, and then go back in and paste it into the field available. You're going to want to create a nickname, and this will help you to define the different companies that you're managing.
So, company 1, company 2, company 3, or just go with their company name. That's probably the easiest. Then, choose the dollar amounts. Depends on where you live. If you're using euros or guilder or U.S. dollars. And then hit Create. You might also want to have some help in managing your campaigns on LinkedIn, and that means that you can assign other users to the company page campaign manager. Now, these users need to be first-level connections.
So, the first thing you're gonna do is go to your campaign manager page: Linkedin.com/ads/manage. Or Manage from your home or personal page. And then click on Users, and then, over on the right hand side, here, click on Add user. Start typing in that person's name. Remember they have to be a first-level connection. If they're not, they can't help you manage this page. And then you can choose their role. Are they gonna be responsible for credit cards? Are they gonna help you manage your campaigns? Or are they creative? Are they just going to be changing up the imagery? So, you can choose what they're going to be, making them an admin, and a campaign contact is going to give them the most freedom, and then you'll simply add them as a user.
Now, you don't have to give your credit card information right away. But, once you create your first ad, LinkedIn will prompt you for your billing info. And, as I mentioned earlier, in most cases, a credit card is needed. We'll go more in depth on how to pay for an ad in a future video, but let me warn you here, you always want to put a cap on your spending. To learn more about creating and managing ad accounts from LinkedIn, we've included a link below. Or, simply go to LinkedIn's help section, and do a quick search on creating business accounts.
Also, keep your eye open for free ad credits from LinkedIn. Especially if you have just created a company page. LinkedIn will often email you as well as post an ad on your homepage letting you know that you have a free ad credit, usually between $50 and $100. Take advantage of it, but you're still gonna need to create a business page and give them your credit card number. Now you know how to create a business account, so, you can start launching and managing your ad campaigns.
- Understanding LinkedIn ad options
- Budgeting strategies for Sponsored Updates
- Targeting text ads
- Targeting new audiences
- PPC vs. PPM big strategies
- Enterprise marketing with Sponsored Groups, Sponsored InMail, and Lead Accelerator