LinkedIn Ads Tutorial for B2B Marketers

Getting started with LinkedIn Ads?

Learn everything step-by-step from creating your account to launching your first campaign πŸš€

Video Chapters


Targeting can be life or death for B2B marketers, as we're interested in targeting a specific ICP or list of accounts, which is what makes LinkedIn ads so attractive and expensive. According to LinkedIn. There are more than 200 characteristics that you can use to nail down your target audience. I'm Silvio Perez and in today's video, I'm gonna show you how to get started with LinkedIn ads, from creating your first account to launching your first campaign.

Let's get into it. And by the way, if you like content around B2B advertising, be sure to subscribe and click on that bell icon to be notified of future Account Creation videos. First thing we're gonna do is create our LinkedIn ads account. So go ahead and go to, sign into your profile, and then we're gonna kick things off from here. And for those of you that wanna skip around this video, if you're revisiting this video for a second time and you only wanna see a certain section, go ahead and check out the description box down below where I outline all the different video sections for you. Once you're in your LinkedIn profile, you're gonna go ahead and click on advertise here on the top, right? And then once you do that, it's gonna open up the LinkedIn ads campaign manager.

And this is where all the magic happens with LinkedIn ads. This is where you're gonna build campaigns, you know, optimize campaigns, skill campaigns, do all of your ad operations around LinkedIn here. Now go ahead and click on create on the top left account. And then this is where we're gonna be able to actually create our LinkedIn ads account. So I highly recommend the account name being the company name.

So whether that's the company name of your employer or for your own business or for a client's business, whatever the case might be set the account name as the company name. So in my case, I'm gonna do ad conversion as my account name.

I'm gonna leave my currency to USD as it's the currency that I operate in, but you can set this to whatever the currency is that's relevant for your business. And then it's gonna say here to associate a LinkedIn page with your account as optional that some campaigns require a LinkedIn page to use. I highly recommend that every single LinkedIn ads account that you create is

associated to a LinkedIn page. You're gonna be very inhibited in terms of the campaigns you can and cannot launch if you don't have a page. So really recommend that this is more of a mandatory thing versus an optional thing. So I'm gonna go ahead and drop in my LinkedIn page URL here, and then I'm gonna go ahead and click save.

And now we've created our first LinkedIn ads account to go ahead and finalize the account setup process, go ahead and click on your account name on the top, right then click on the billing center. And this is where we're gonna be able to enter in our payment information. Really important that we take care of this now. So as we launch campaigns, we don't have our campaigns get paused due to failure to process payment.

So go ahead and add in a credit card by clicking add credit card here, go ahead and enter in your payment information. I'm gonna go ahead and pause the video here and finish this. So that way we have our payment finalized. Once you finalize your payment, you will see that you're gonna be listed here as the primary billing contact for the account. If you ever need to make revisions in the future, such as updating your credit card, you can do so by clicking manage credit card here and making those different adjustments. So now that our billing information is finalized, we're ready to go. We can start to use our LinkedIn ads account in its full capacity and be able to launch campaigns. And then our card information on file. We'll get charged for the ads that we run.

Now, I'm gonna go and walk you through the LinkedIn ads account and go through some common scenarios of things that you're gonna probably find yourself having to be done. So, for example, if you click on the account name on the top right. If you ever need to change your account name, you can do that by clicking, edit account details. You can change it to whatever you'd like. If you ever need to add somebody to your LinkedIn ads account, you can click on manage access here and then click edit. And then you can add a new user to your account.

Important to note that they do need to have a LinkedIn profile in order to add them, you would just go ahead and search up their name and then add 'em to your account with, with whatever level of permissions that you'd like them to have another example of something that you can find yourself needing to be done in LinkedIn is if you ever need to leave an account, let's say you're no longer part of a company and you don't wanna be a part of that LinkedIn ads account anymore.

You can actually click leave account here and it'll remove you from this account. Another way as well is if you need to remove somebody from your LinkedIn ads account, that is no longer supposed to have permission to it is they will show up as a user of the LinkedIn ads account here. And you can click on edit and actually remove their access to your account.

Now that we created our LinkedIn ads account, let's talk about campaign groups. Now it's important to note that every single LinkedIn ads account follows the Campaign Groups

same exact structure. You first have campaign groups, and then within those campaign groups, you have campaigns. And then in those campaigns you have ads. So every account is gonna follow the same structure of group campaign ad. Now it's important to note when you created your LinkedIn ads account, LinkedIn created this new campaign group for you automatically by default. If you actually click on these three dots here and click manage, you can actually adjust this campaign group name to something a little bit more specific and helpful for you. You can adjust the status of every group to active, paused, or archived.

You can set a start and end date for the group. If you let's say there's a specific timeline in mind, and you can also set a start and end date with a budget. This is a little bit more useful for a group that's dedicated to something like a live event or a virtual conference. Now, important to note how you create your campaign groups is a thousand percent up to you. And what makes the most sense?

What's gonna allow you to organize your LinkedIn ads account in a way that is scalable, right? You really want to keep things simple. I always say you cannot scale complicated. So how you go about creating your groups? Really the things you want to keep in mind is there's a couple of, different use cases. So some people will create a group by stage of funnel. So one group can be top of funnel.

Another can be middle funnel and it can be bottom of funnel. And then within each group, they'll have different campaigns that, you know, target people within those stages of the funnel. Another common example of using groups is based on content type or offer.

So you can have one group for gated content, another group for demo requests, and then another group for free trial.

And then you have all the campaigns that associate that offer and try to drive that offer within that group.

Another example of how you can create your groups is based on account list or region. So you could have like North America and then, you know, whatever the name the accounts are. So lot of different use cases, a hundred percent up to you just think about, you know, as you think through your groups here, what are the goals that you have within your B2B organization? Whether it's, you know, driving a certain amount of pipeline by based on account, whether it's, you know, trying to drive volume based on segments.

So maybe you want to create a group. One is emerging. One is mid-market, one is enterprise, and you have different campaigns that roll up underneath each objective, but you really wanna break your groups in a way that's gonna allow you to very easily report on how the campaigns and ads in those groups are lining up to that overall goal. So in my case to keep it really, really simple, I'm gonna do it based on offer.

So I'm actually gonna rename my campaign group here, and I'm going to call it content. And I'm gonna use this for purely driving content.

So I'm gonna go ahead and save this. And now I've adjusted that campaign name. If you want to create a new group, you can just click create campaign group, and it'll open up that same wizard where you can create additional campaign groups. Now that we wrapped up our campaign in groups and you set it up in a way that makes sense for your organization. Let's go ahead and move on to the next step, which is gonna be tracking. Now it's important to note, we're frontloading a lot of the account asset creation right now.

Conversion Tracking

And the last step we're gonna get into is building our campaigns. And the reason we're doing it in this way is so when we go to build our campaigns, we have everything set up all the foundations in place. So we can just build as many campaigns as we want and, and not kind of have to, you know, work backwards. So with that being said, we are going to get into installing LinkedIn's insight tag and setting up conversion tracking. Now every ad channel has their own variation of a pixel. LinkedIn calls theirs the insight tag. So if you actually click on insight tag, this is where we're gonna be able to grab that code, to be able to install it on our website. Now, it's super important to understand that LinkedIn's insight tag is different from a lot of the other ad channels out there in regards to the amount of information it gives you of the users that are coming to your website.

So once we install the insight tag on our website, we are gonna have this tab open up to us called website demographics. And the data that lives in this website, demographics report makes LinkedIn ads so amazing for B2B advertisers. We are gonna be able to understand what are the company names of the P of the individuals that are going to our website from LinkedIn?

What are the job functions, the seniorities, the job titles, the industries so much rich information that is gonna become available to you. Once we install that insight tag. In addition to that, you're also gonna be able to build your remarketing audience.

So at LinkedIn's insight tag will live on your website. People who click from your add to your website will get cookied, and then you'll be able to remarket those users. So the insight tag is extremely valuable. So let's go ahead and set that up so we can get those demographics. We can build our remarketing pool and we can also set up conversion tracking.

So we're gonna go to account assets here, insight tag, and then we're gonna click see my insight tag. Now we have to actually install it for the first time. If you already have it installed, it would show up there as an option. And there's some different ways you can do this. You can install it yourself by hardcoding it into your website. Don't recommend this option. You can send it to a developer. So if you just want to send it to a developer, you can send it to them by email the tag and they can install it.

Or you can use third option, which is using Google tag manager or any other different type of tag manager, whether it's Tealium, Adobe, I highly recommend Google tag manager. It's super easy to use. And if you want to be an effective B2B advertiser, Google tag manager is a tool that learning. It will open up so many possibilities for you.

If you're not familiar with Google tag manager, highly recommend that you check out a course, look up some YouTube videos it's super easy to use of course is a learning curve at first. But it's, it's really amazing in terms of being able to, you know, install, tracking pixels, set up events so much amazing stuff with Google tag manager. So with that being said, I'm actually gonna use Google tag manager, and I'm gonna show you me installing the inside tag. Again, it won't be a full on Google tag manager tutorial, but you'll get the gist.

So I'm gonna go ahead and copy my partner ID here. And I'm gonna go to open up Google tag manager. I've already installed Google tag manager on my website, and I've already created different tags. I'm gonna create a new tag here. I'm going to call this LinkedIn insight tag. I'm gonna set up my tag configuration here. So Google tag manager will have preset tag types for

different platforms. So if you actually go here and search LinkedIn, you can see they have one with LinkedIn as well. So I'm gonna go to click LinkedIn insight, and I'm just gonna drop in my tag ID that we copied here. And then if you click on advanced settings, you can do some, some advanced stuff. I'm gonna go ahead and ignore that for the sake of this video,

just putting the inside tag ID is all you need. I'm gonna go ahead and trigger. And I want this to fire on all pages. So that's it simple as that.

We have our tag all pages. So we want this to tag every single person that comes to our website, regardless of the page they visit. And I'm gonna save that. Then we are going to submit this.

You should always preview before you submitting. It's a best practice with Google tag manager, but for the sake of keeping this video short, I'm gonna just publish it.

And I'm gonna put here added LinkedIn pixel, and I'm gonna publish this change.

Now that I installed the LinkedIn pixel on my website, there's actually a really great Chrome extension that I recommend you check out.

If you want to verify that your so is firing properly, the insight tag. So if you go ahead and search LinkedIn pixel helper on the Google Chrome extension store, this Chrome extension is really helpful just to verify that your insight tag is firing properly. So you can see here, my partner ID of 3 6 5 6 2 9 2 is firing it's green.

That means it's good. So we have installed the insight tag properly. So now as we drive users to our website, uh, you know,

LinkedIn is gonna pick up that activity. If we go back here to the LinkedIn ads manager, I'm gonna go ahead and click agree and continue. We're gonna be able to see under web demographics, the LinkedIn insight activity, now that we installed our insight tag, the last remaining step for us to complete is to create and set up our conversion tracking to do so. We're gonna click on account assets conversions, and here's, we're gonna be able to track all the different conversion events.

So what you determine is a conversion is 1000% up to you and your goals and your company. If you wanna measure people, will that signed up for your free trial or people that completed a demo form or people that you know, opted in for some content, you can set up those different conversion actions here in the conversions page. So I'm gonna gonna click on, create a conversion.

We're gonna give this conversion a name, of course, name it based on the action you want people to complete. So in my case, I'm gonna track people that sign up for my newsletter. So I'm gonna call it newsletter, sign up. You can put demo free trial, whatever makes sense for your action. Then from here, we're gonna choose the type and what this reflects. You can see.

LinkedIn has all these different options here. I'm gonna select sign up as it's the most congruent with my action here.

If you know what this con conversion is worth to you in terms of value, like for example, this is best for like purchases. So if you know, every single conversion represents X amount in revenue, you can put that value here. If not, you can leave it blank.

Here is where we get to set our attribution window. So by default, LinkedIn optins to a 30 day clickthrough window and a seven day view you through window. So what does that mean? Essentially? This means that with a 30 day click through window, anybody that has interacted with your ad. So anybody that clicked through your ad and then converted at a later point within this 30 day window would be considered a conversion. So for example, let's say I clicked on an ad and then 29 days later within, in this 30 day window, I convert and take this action. I would be considered a conversion based on this clickthrough window.

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