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? 8

What do benchmarks look like? 12

Are there any minimum spend requirements? How do I get support? 14

What are my billing options? 15

How do brands build an organic presence on LinkedIn? 18

How do I amplify my brand’s executive or employee voice? 20

How can I continue to grow my knowledge of LinkedIn Marketing Solutions? 21

I need help with... who should I contact? 23

What other resources are available for agencies? 24

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Why does LinkedIn
matter?
For the first time in the history of media, you can reach
the world’s professionals—all in one place. As the
largest global community of business professionals,
LinkedIn is the premier destination for finding and
sharing professional content. Members come with
purpose - a very different mindset and intent from
other social media platforms.

Platform Stats
As of 2020, LinkedIn is now at 706 million members
globally, and growing at a rate of 3 new members per
second. These professionals worldwide gather on
LinkedIn to stay connected and informed, advance
their careers, and work smarter.

358 billion 31 million+ 21%

content impressions job seekers visit LinkedIn revenue increased with
Jobs every week continued strength across
all businesses

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The Most Trusted Digital Platform
According to the Business Insider Intelligence survey, LinkedIn came in as the most
trusted platform for the third year in a row (2019) - 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.

Digital Trust Ranking 2019

All The Ways We’ve Earned Member Trust

Overall Security Shareability Legitimacy User Experience Relevance Community

Rank 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2017 2018 2019 2018 2019 2017 2018 2019

6 N/A

7 N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A

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LinkedIn Business Lines
Product Description User Cases

Recruiters, Human Resources, and

Attract talent and recruit candidates from
Hire Recruiting Agencies looking to build talent
the world’s largest talent pool
brand, post jobs, and source candidates

Marketers, Ad Agencies, PR/Communica-

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

Sales Team, Business Development, and

Power your social-selling efforts with
Sell Executives looking for a sales tool to target
real-time sales intelligence
the right buyers, understand key insights,
and engage with personalized outreach

For individuals, Learning & Development,

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

Click here to see more information on our business lines.

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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 Message ads.
Learn how to get started or create a free LinkedIn Page.

Check out the LinkedIn Marketing Success Hub for

education, inspiration, and ideas.

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 &

Awareness Brand awareness Sponsored Content , Message Ads, Dynamic Ads interest targeting, LinkedIn
Audience Network

Sponsored Content, Dynamic ads

Website visits
Message Ads, Text ads

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

Video views Sponsored Content

Sponsored Content, Dynamic Ads,

Lead generation
Message Ads, Lead Generation Forms*

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

Job applicants Sponsored Content, Dynamic Ads 6

 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)
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 Message Ads 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: Message Ads 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 benchamrks
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 Nov 19, 2019
they DO NOT guarantee future performance.
Sponsored Content

Single Image Ad

CTR 0.54%

Engagement Rate 1.00%

Average CPC $8-$10

Carousel Ad

Ad Unit CTR 0.54%

Carousel Card CTR 0.20%

Engagement Rate 0.93%

Sponsored Video

View-Through Rate 33.1%

Completion Rate 19.9%

Video CTR 0.50%

Message Ads

Open Rate 58.4%

Click-to-Open Rate 3.20%

Text Ads

CTR 0.025%

Dynamic Ads

CTR 0.14%

Lead Gen/Conversions

Lead Gen Form Completion Rate 10.26%

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Conversion Rate (Non-Lead Gen Form) 2.50%
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 and audience.

Based on a client’s quarterly spend level, 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 you do not have a sales rep or do not
know who your sales rep is on a specific client, please work with your Agency Lead. If you
don’t know who your Agency Lead is and your agency is based in the US, reach out to
agencyrequest@linkedin.com and advise on client name, campaign budget, and an
outline of your specific needs.

Based on an agency’s annual spend levels, agencies can qualify for agency-level
support. This type of support is intended to advance the collective agency’s
knowledge of LinkedIn Marketing Solutions’ value and offerings. Again, if you don’t
know who your Agency Lead is and your agency is based in the US, reach out to
agencyrequest@linkedin.com.

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

Monthly Invoicing (online accounts)

This is the recommended billing method for most
account types. 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 need to
complete this form for each new advertiser your
agency onboards. Example of an invoice here.
Detailed steps on filling out the webform can be found
here starting at “Invoicing Application Definitions” at
the bottom.

With invoicing, you have the option to bill the client

direct or to bill the agency. Approval is based on credit
history. To be eligible, the client must have spent a
minimum of $3,000 USD in two consecutive months
over the last 12 months. If the agency is the bill-to and/
or the client has spent this amount in a separate Ad
Account, the minimum may be waived

This form will go directly to our credit and billing team

for processing. If additional information is needed, they
will follow up with the contact listed on the webform.

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 in that any
changes have to be done by the account rep through a
contract amendment and account set up has to 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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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 monthly if your balance is
$.01 USD or more. There is no flexibility to change the frequency of charges.

To edit existing billing information:

Sign in to Campaign Manager.

Click the correct account name.
Click the Settings icon next to the account name in
the upper right corner of the page and select Billing
center from the dropdown.
Click Manage next to your payment method on the
Billing center page.
Click Edit and enter your new billing information.
Click Change.

If your account has been placed on hold, follow these steps to remove the hold status.

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How do brands build an
organic presence on
LinkedIn?
LinkedIn Pages empower organizations to engage the
world’s professional community. Learn more about
what a LinkedIn Page has to offer and how to create a
Page.

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.
To build this playbook, we spoke with Page Admins at
Microsoft, Adobe, Oracle and our own internal
specialists to discover and pass on the secrets of
best-in-class enterprises.

LinkedIn Pages empower your organization to

engage the world’s professional community. Learn
more about what a LinkedIn Page has to offer and how
to create a Page.

LinkedIn Pages for Small Business

This action plan makes it simple for smaller
organizations to grow their business with LinkedIn
Pages. Whether you’re a marketer at a mid-sized
organization or a small business owner managing your
entire online presence, this guide is laser focused on the
essentials for organic success on LinkedIn.

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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

Requesting access to your client’s LinkedIn Page

If you're an agency, social media partner, or a third-party working for a LinkedIn Page
customer, we encourage you to reach out directly to the organization or school
administrator to determine the LinkedIn Page or Showcase Page admins. You may want
to send them instructions for how to add or remove admins.

Important: LinkedIn can’t provide Page admin information to members or replace or

remove admins. We recommend keeping records of your Page admins and sharing this
information with your organization’s or school’s Human Resources department, in case a
former admin needs to be removed or a new admin needs to be added.

Contact Pages Support Team

Is your client looking to merge, rebrand, migrate, or change their Page? Review these
guidelines first, then contact the Pages support team with your request or question using
the link above.

Rebranding or Changing the Name of Your LinkedIn Page or Showcase Page

Deactivating a Page or Showcase Page
Pages of Acquired Organizations

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How do I amplify my
brand’s executive or
employee voice?
LinkedIn Executive Playbook
10 Steps for Leading in a Digital Age -This executive
playbook is based on our deep understanding of
executives’ priorities and constraints, and outlines key
ways of leveraging the platform based on your needs.

The Network Effect of Employee

Advocacy (Guidebook)
Employees are every brand’s greatest asset with the
power to build your brand and attract and retain the
best talent. But only when they are encouraged to
share their passions and expertise within their
connected worlds. Your employees want to advocate
for you. Learn how to harness the influence of
employee sharing in this guide.

Rock Your Profile

Learn how to build a stellar profile and have a strong
presence on LinkedIn through your own profile page.
Great for all LinkedIn users, from executives to
students.

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How can I continue to grow
my knowledge of LinkedIn
Marketing Solutions?
Success Hub
This online resource walks through the set-up for all campaign
types and covers: creating effective ads, targeting, bids and
budgeting, and measuring results.

Marketing Solutions Help Center

Your one-stop shop for product info, best practices,
step-by-step guides, and FAQ’s on all LinkedIn
marketing products and features

Marketing Labs
Join our LinkedIn experts as they share savvy tips on
how to get more from your LinkedIn campaigns. The
LinkedIn Marketing Labs, cover a variety of topics,
shown below. You'll have a chance to meet with our
expert marketing team in an open, informal format.
New dates and cities are added throughout the year.

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 Building a Using LinkedIn’s
Fundamentals Advanced Using LinkedIn Using
Content Marketing Tools
of Advertising Strategies on for Lead Reporting LinkedIn’s Ad
Marketing for Business
on LinkedIn LinkedIn Generation Targeting
Strategy Growth

Ideal if you’re Ideal if you’re Ideal for those Ideal if you’re Ideal if you’re Ideal for all Ideal if you’re
just getting looking to getting started familiar with familiar with levels of ad users looking to
started with improve your with LinkedIn LinkedIn ads and LinkedIn ads looking to better better
LinkedIn ads or content and seeking want tactics to and want to understand understand
want a refresher marketing ways to amplify take your learn more campaign LinkedIn’s
on the basics of efforts. their organic campaigns to the about lead performance. targeting
the platform. strategy on next level. generation. capabilities.
LinkedIn.

Webinars
LinkedIn Ads: Set Up and Basics
Join marketing experts for a webinar on the basics of running successful LinkedIn ad
campaigns. This is ideal for customers kicking off their first ad campaign or want a
refresh of the ads platform. This is a recurring monthly webinar.

On-Demand Marketing Labs

A library of recorded Marketing Labs. These on-demand recordings cover a variety of
topics to help you optimize your strategy on the platform. Check out our main hub to
register for an upcoming live session.

Newsletter
Subscribe to the LinkedIn Marketing Solutions blog to receive new guides, infographics,
videos, insider tips & tricks, and product release information.

Subscribe to Our Channels

LinkedIn Marketing Solutions Showcase Page
YouTube Channel
Instagram

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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 Program

The LinkedIn Marketing Partner Program is a global
community of LinkedIn-approved technology and
service providers that marketers and agencies can
leverage to save time and improve performance across
marketing strategies on LinkedIn.

Technology Partners
Technology Partners have built on the LinkedIn
Marketing Solutions APIs to enable you to develop a
marketing strategy, activate and optimize campaigns,
and measure success. Check out our LinkedIn Marketing
Partner Directory.

Grow with LinkedIn Marketing APIs If you're interested

in leveraging LinkedIn Marketing APIs to build a custom solution
for your organization, you can learn more here.

Content Partners
Industry-leading content creators have partnered with
LinkedIn to offer best-in-class content for fueling your
LinkedIn programs. These hand-picked content
partners have deep knowledge about what content
performs best on LinkedIn and the expertise to get it
done on time and in budget.

Content partners offer one or both of the following

types of content:

Original Thought Leadership

Turnkey Content

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