Mastering LinkedIn Business Manager: The Ultimate Guide

Short Description

LinkedIn Business Manager is your one-stop solution for managing LinkedIn advertising, especially if you’re an agency or consultant. This tutorial will walk you through the setup, features, and best practices to get the most out of this powerful tool.

Main Takeaways

LinkedIn Business Manager is a Game-Changer: It streamlines the management of multiple accounts, pages, and ad campaigns, making it indispensable for agencies and large organizations.
Comprehensive Dashboard: Business Manager offers a centralized dashboard where you can manage people, partners, ad accounts, pages, matched audiences, and even invoices.
Role Flexibility: One of the standout features is the ability to assign various roles and permissions to team members, making collaboration seamless.
Simplified Partner Management: Linking Business Managers allows for easy sharing of resources like pages and ad accounts, making it ideal for agencies and client relationships.

Introduction
Pre-requisites: What You Need Before Opening Business Manager
Creating Your LinkedIn Business Manager
Navigating the Left Panel: Components of Business Manager
First Steps After Opening Business Manager
People Management: Roles and Permissions
Partnering Up: Linking Business Managers
Sharing Pages and Ad Accounts with Partners
Matched Audiences and Invoices
FAQs
Conclusion: Your Next Steps in Mastering LinkedIn Business Manager

1. Introduction

Welcome to the comprehensive guide on LinkedIn Business Manager—a tool that’s revolutionizing the way professionals manage their LinkedIn advertising campaigns. If you’ve ever felt overwhelmed by the multitude of tasks involved in LinkedIn advertising, from managing multiple pages to juggling various ad accounts, then you’re in the right place. This guide is designed to be your ultimate roadmap to mastering LinkedIn Business Manager.

Who Can Benefit?

Agencies: If you’re an agency handling multiple clients, Business Manager allows you to streamline your operations, making it easier to manage multiple accounts from a single dashboard.
Consultants: Freelancers and consultants will find Business Manager invaluable for maintaining a clean, organized workspace. No more sifting through endless tabs and screens—everything you need is in one place.
Businesses: For businesses with in-house marketing teams, Business Manager offers a centralized platform for collaboration. It’s perfect for ensuring everyone is on the same page—literally.

Why It’s a Big Deal

Let’s face it, LinkedIn advertising can get complicated. You’ve got campaigns to run, metrics to track, and teams to manage. Business Manager simplifies all of this by offering:

Streamlined Management: Say goodbye to clutter. Organize all your LinkedIn advertising activities in one place.
Easier Collaboration: Invite team members, assign roles, and collaborate in real-time, all within Business Manager.
Enhanced Control: With customizable permissions, you decide who gets access to what. Keep your campaigns secure while still enabling team collaboration.

Campaign Manager vs. Business Manager

If you’re familiar with LinkedIn’s Campaign Manager, you might be wondering how Business Manager fits into the picture. Think of Campaign Manager as your toolbox—it has all the individual tools you need for LinkedIn advertising. Business Manager, on the other hand, is like your workshop. It’s the space where you can lay out all your tools, see everything at a glance, and work more efficiently. In short, Campaign Manager gives you the tools, but Business Manager gives you a place to use them effectively.

2. Pre-requisites: What You Need Before Opening Business Manager

Before you jump into Business Manager, make sure you’ve got a LinkedIn Campaign Manager and Ads Account. Here’s how to get there:

Go to LinkedIn and click the “Work” button.
From the dropdown, select “Advertise.”

3. Creating Your LinkedIn Business Manager

Setting up your LinkedIn Business Manager is not just simple; it’s also customizable to fit the pecific needs of your organization or agency. Here’s a detailed step-by-step guide to ensure you get it right:

Initial Steps

Open your web browser and type “LinkedIn Business Manager” into Google.
Click on the official LinkedIn page to create a Business Manager.
You’ll see an option to “Create a Business Manager.” Click on it.

Customizing Your Account

Enter a Name: Choose a name for your Business Manager account. We recommend incorporating your organization’s name along with any other relevant information like market or business unit. This will help others recognize your Business Manager when you invite them or create partnerships.
Upload a Logo (Optional): You can add a visual touch by uploading a logo for your Business Manager account. Click the “Upload” button to add your logo.
Add Your Work Email: Input your work email address. This doesn’t have to be the email associated with your LinkedIn profile. All communications for your Business Manager will be sent to this address.
Select Your Purpose: Choose how you’ll primarily use Business Manager.
1. Manage My Business: Select this if you’re creating an account to market for your own organization.
2. Manage Clients or Other Businesses: Choose this option if you’re an agency planning to market on behalf of other organizations.
Finalize Setup: Once you’ve filled in all the details, click the “Create” button to complete the setup.

What Happens Next?

After you’ve clicked “Create,” you’ll be directed to the homepage of your new Business Manager. This will serve as your command center for all LinkedIn advertising activities.

4. Navigating the Left Panel: Components of Business Manager

Here’s a quick rundown of what you’ll find on the left panel:

Components in LinkedIn Business Manager

Component	Description
Business Manager ID	This is the ID of your business manager and you can share it with your partners to link with them. It is located under your business name and is the number next to ‘ID:’
Home	Your dashboard
People	Add and manage team members and roles
Partners	Add other Business Managers of Partners and Share Ad accounts or Pages
Ad Accounts	Add and control your advertising accounts
Pages	Add and manage your LinkedIn pages
Matched Audiences	Audience segments for targeted advertising
Invoices	Keep track of your billing

5. First Steps After Opening Business Manager

The first steps involve adding your ad accounts and pages to your Business Manager. Here’s how to do it:

Adding Your Ad Account

On the left panel of your Business Manager homepage, click on the ‘Ad Accounts‘ section. You’ll see an option to add ad accounts. Click on it.

Then, you will see three options to add the ad account, which are ‘Add accounts by ID’, ‘Add accounts by CSV’ and Request Accounts by CVS’.

1. Add Accounts by ID

Ideal For: Those who own the ad account and want to manage it under Business Manager.
Steps:
1. Navigate to ‘Ad Accounts’ on the left panel.
2. Click ‘Add accounts by ID.’
3. Enter your Campaign Manager ID.
4. Click ‘Add.’

2. Add Accounts by CVS

Ideal For: Those who have multiple ad accounts (10 or more) and want to add them all at once.
Steps:
1. Go to ‘Ad Accounts’ on the left panel.
2. Click ‘Add Ad Accounts.’
3. Choose ‘Add accounts by CVS.’
4. Upload a CSV file containing all the ad account IDs.

3. Request Accounts by CVS

Ideal For: Those who don’t own the ad account but need access to manage it.
Steps:
1. Navigate to ‘Ad Accounts’ on the left panel.
2. Click ‘Add Ad Accounts.’
3. Choose ‘Request accounts by CVS’
4. Follow the on-screen prompts to send a request.

Summary Table: Methods and Steps for Adding Ad Accounts to LinkedIn Business Manager

Method of Adding Ad Accounts	Steps	Best Used When
Add Accounts by ID	1. Go to ‘Ad Accounts’ on the left panel. 2. Click ‘Add Accounts by ID’. 3. Enter your Campaign Manager ID. 4. Click ‘Add’.	You’re the owner of the ad account and want to bring it under Business Manager.
Add Accounts by CVS	1. Go to ‘Ad Accounts’. 2. Click ‘Add Ad Accounts’. 3. Choose ‘Add Accounts by CVS’. 4. Upload a CSV file containing ad account IDs.	You have multiple ad accounts (10 or more) and want to add them all at once.
Request Accounts by CVS	1. Go to ‘Ad Accounts’. 2. Click ‘Add Ad Accounts’. 3. Choose ‘Request Accounts by CVS’. 4. Follow the prompts to send a request.	You’re not the owner but need access to manage the ad account.

Adding Your Page

On the left panel, click on the ‘Pages’ section. You’ll see an option to add a page. Click on it.

There will be two options to choose including ‘Add Page and Request Access’.

1. Add Your Own Page

Ideal For: Those who own the LinkedIn page and want to manage it through Business Manager.
Steps:
1. Click ‘Add Page’ and choose ‘Add Page’ from the list.
2. Search for your page name.
3. Click ‘Find Page.’
4. Click ‘Add.’

2. Request Access

Ideal For: Those who don’t own the page but need access to manage it.
Steps:
1. Click ‘Add a Page.’
2. Choose ‘Request Access.’
3. Follow the on-screen prompts to send a request.

Summary Table: Methods and Steps for Adding Pages to LinkedIn Business Manager

Method of Adding Pages	Steps	Best Used When
Add Your Own Page	1. Go to ‘Pages’ on the left panel. 2. Click ‘Add a Page’ and choose ‘Add Page’ from the list. 3. Search for your page name. 4. Click ‘Find Page’. 5. Click ‘Add’.	You own the LinkedIn page and want to manage it through Business Manager.
Request Access	1. Go to ‘Pages’. 2. Click ‘Add a Page’. 3. Choose ‘Request Access’. 4. Follow the prompts to send a request.	You don’t own the page but need access to manage it.

Method of Adding Pages

Steps

Best Used When

Add Your Own Page

1. Go to ‘Pages’ on the left panel.

2. Click ‘Add a Page’ and choose ‘Add Page’ from the list.

3. Search for your page name.

4. Click ‘Find Page’.

5. Click ‘Add’.

You own the LinkedIn page and want to manage it through Business Manager.

Request Access

1. Go to ‘Pages’.

2. Click ‘Add a Page’.

3. Choose ‘Request Access’.

4. Follow the prompts to send a request.

You don’t own the page but need access to manage it.

6. People Management: Roles and Permissions

Managing people in your LinkedIn Business Manager is not just about adding team members; it’s about smartly delegating access and roles to streamline your operations. Let’s break down how this works:

Why People Management is Cool

The “People” section in Business Manager is a game-changer for several reasons:

Access Flexibility: Your Business Manager can have access to other people’s LinkedIn accounts, pages, and ad accounts. This eliminates the need to individually onboard each client or team member in Campaign Manager.
Easy Role Transitions: If someone leaves your team or you bring on freelancers, you can easily adjust roles and permissions without having to consult your client each time.
Centralized Control: All access permissions are linked to your Business Manager, not individual LinkedIn accounts. This centralization is far more efficient and secure.

Real-World Scenarios

Scenario 1: You’re an agency, and you’ve just onboarded a new client. Instead of going through the tedious process of getting them set up in Campaign Manager, you can simply invite them to your Business Manager and assign them an “Employee” role with customized permissions.
Scenario 2: One of your freelancers has just finished their contract. Instead of contacting your client to remove them from Campaign Manager, you can simply change their role or remove them from your Business Manager.

How to Add People

Invite via Email: Once you’re in the “People” section on the left panel, you can invite team members, freelancers, or clients by simply clicking on ‘Invite People’ and sending them an email invitation.
Assign Roles: During inviting people, you can assign them specific roles based on their responsibilities. Here are the primary roles you can assign:
- Admin: This role can manage everything in Business Manager, including people and ad accounts. It’s like the CEO of your Business Manager.
- Employee or Contractor: These roles have limited access and are ideal for team members who don’t need full control. You can further customize their permissions based on your needs.

7. Partnering Up: Linking Business Managers

One of the most powerful features of LinkedIn Business Manager is the ability to link accounts with partners, be it clients or agencies. This feature is a game-changer for collaborative work. Here’s how to make the most of it:

Why Link Business Managers?

Streamlined Collaboration: Linking Business Managers allows for a more organized and efficient way to manage multiple accounts and resources.
Resource Sharing: Once linked, you can easily share pages, ad accounts, and even matched audiences between the two Business Managers.

How to Link Business Managers

Obtain Business Manager ID: First, you’ll need the Business Manager ID from your client or agency. This ID is crucial for linking the accounts.
Go to ‘Partners’ Section: Navigate to the ‘Partners’ section on the left panel of your Business Manager homepage.
Click ‘Add Partner’: Here, you’ll see an option to add a partner. Click on it.
Paste the ID: Paste the Business Manager ID into the designated field and click ‘Add’.
Alternative Method: You can also provide your own Business Manager ID to your client or agency, and they can add you in the same manner.

Summary Table: Steps for Linking Business Managers

Step	Action	Description
1	Obtain Business Manager ID	Get the ID from your client or agency
2	Navigate to ‘Partners’	Go to the left panel and click ‘Partners’
3	Click ‘Add Partner’	Look for the option to add a partner and click it
4	Paste the ID	Input the Business Manager ID and click ‘Add’

What Can You Share?

Pages: You can share your LinkedIn pages with your linked partner. This is useful if they are managing your content or ads.
Ad Accounts: Sharing ad accounts also automatically shares matched audiences, which is a huge plus.
Campaign Manager Access: Once linked, you’ll have access to each other’s Campaign Manager, further streamlining the management process.

8. Sharing Pages and Ad Accounts with Partners

After linking Business Managers, the next logical step is to share resources. This is where you can really leverage the power of collaboration. Let’s break it down:

The “They Shared” and “You Shared” Bars

Once you go to the Partners section and then click on your partner’s business manager, a page will open, and there will be two bars ‘They Shared’ and ‘You Shared’.

They Shared: This section shows what your partners have shared with you. It could be ad accounts, pages, or even matched audiences. You’ll have varying levels of access based on the permissions they’ve set.
You Shared: Conversely, this is where you’ll see what you’ve shared with your partners. You control the permissions here, dictating what your partners can see or do with the shared resources.

How to Share Pages and Ad Accounts with Partners in LinkedIn Business Manager

Steps to Share Pages

Navigate to the ‘Partners’ Section: Go to your LinkedIn Business Manager dashboard and click on the ‘Partners’ tab.
Select the Partner: Click on the partner with whom you want to share your page.
Click on ‘Share Pages’ and Choose Pages To Share: Click the Share Pages button on the right side of the page and select the pages to share using the checkboxes on the left-hand side of the page.
Assign Roles: Next to your page, you’ll see an ‘Assign Roles’ button. Click it to set the permissions your partner will have for the shared page.

Steps to Share Ad Accounts

Go to ‘Partners’: Just like with pages, start by navigating to the ‘Partners’ tab.
Choose the Partner: Select the partner you want to share your ad account with.
Click on ‘Share Ad Accounts’ and Choose Ad Accounts To Share: Click the Share Ad Accounts button on the right side of the page and select the accounts to share using the checkboxes on the left-hand side of the page.
Assign Roles: Next to your ad account, you’ll see an ‘Assign Roles’ button. Click it to set the permissions your partner will have for the shared ad account.

Summary: Steps to Share Pages and Ad Accounts

Action	Steps	Section	Best Used When
Share Pages	1. Navigate to ‘Partners’. 2. Select Partner. 3. Click ‘Share Pages’ and Choose pages to share. 4. Assign Roles.	‘You Shared’	You want to share a LinkedIn page with a partner and set their permissions.
Share Ad Accounts	1. Navigate to ‘Partners’. 2. Select Partner. 3. Click ‘Share Ad Accounts’ and Choose Ad accounts to share. 4. Assign Roles	‘You Shared’	You want to share an ad account with a partner and set their permissions.

Page Roles You Can Assign To Your Partners

Full Page Control: This role can manage everything on the page, including editing and managing all admins. Be cautious when assigning this role.
Content Admin Role: This role can post and manage content, comment as the page, and export analytics.
Curated Role: This role can recommend content for employees to post and view and export analytics.
Analyst Role: This role can only view and export analytics on LinkedIn and will have limited access to third-party tools like HubSpot.
Sponsored Content Poster: Essential for agencies running ads. This role can post and manage sponsored content.
Lead Gen Forms Manager: This role can set up and manage lead gen forms, a must-have for anyone running ads.
Landing Page Admin: This role manages standalone landing pages focused on recruiting.

Page Role Permissions To Partners and When to Grant Them

Role	Permissions	When to Grant
Full Page Control	Manages everything, including editing the page and managing all admins	Only to top-level admins
Content Admin	Posts and manages content, comments as the page, exports analytics	To content creators and marketers
Curated Role	Recommends content for employees to post, views and exports analytics	To social media managers
Analyst Role	Views and exports analytics, limited third-party tool access	To data analysts
Sponsored Content Poster	Manages sponsored content	To ad managers
Lead Gen Forms Manager	Sets up and manages lead gen forms	To ad managers or lead gen specialists
Landing Page Admin	Manages standalone landing pages focused on recruiting	To recruitment marketers

9. Matched Audiences and Invoices

What are Matched Audiences?

Matched Audiences are a powerful feature in LinkedIn Business Manager that allows you to target your ads based on various criteria. Whether it’s retargeting website visitors or leveraging your email lists, Matched Audiences make your ad spend more efficient.

How to Access Matched Audiences

Navigate to ‘Matched Audiences’: On the left panel, click on ‘Matched Audiences.’
View Existing Audiences: Here, you’ll see any audiences you’ve already created.
Create New Audience: To create a new one, click on ‘Create Audience’ and follow the prompts.

Types of Matched Audiences

Type of Audience	Description
Website Retargeting	Target users who have visited specific pages on your website
Account Targeting	Target specific companies or industries
Contact Targeting	Upload email lists to target specific individuals

Invoices: Keeping Track of Your Spend

Managing your invoices is crucial for budgeting and financial reporting. LinkedIn Business Manager makes this easy.

How to Access Invoices

Navigate to ‘Invoices’: On the left panel, click on ‘Invoices.’
View Existing Invoices: All your past and current invoices will be displayed here.
Download Invoices: To download an invoice, simply click on the invoice number.

Invoice Details

Invoice Section	Description
Invoice Number	Unique identifier for each invoice
Billing Period	Timeframe for which the invoice is generated
Total Amount	The total amount billed for the period

10. FAQs

Q1: Can I Use LinkedIn Business Manager for Free?

Answer: Yes, the basic features of LinkedIn Business Manager are free. However, certain advanced features, especially around advertising, will require payment.

Q2: Is LinkedIn Business Manager Suitable for Small Businesses?

Answer: Absolutely! Whether you’re a startup or a Fortune 500, LinkedIn Business Manager scales to meet your needs. It’s particularly useful for small businesses looking to grow their professional network and client base.

Q3: Can I Integrate Other Marketing Tools with LinkedIn Business Manager?

Answer: Yes, LinkedIn Business Manager offers various integrations with CRM systems, email marketing tools, and more. This makes it easier to manage all your marketing efforts in one place.

Q4: How Secure is My Data?

Answer: LinkedIn places a high priority on data security. However, like any online platform, it’s essential to follow best practices like using strong passwords and enabling two-factor authentication.

Q5: Can I Revoke Access to a Freelancer or Agency Instantly?

Answer: Yes, you can instantly change or revoke access permissions, making it easy to manage your team or external partners.

Q6: What Happens if I Delete My Business Manager Account?

Answer: Deleting your Business Manager account will remove all the data and settings. Make sure to back up essential information before taking this step.

Q7: Can I Run Multiple Ad Campaigns Simultaneously?

Answer: Yes, LinkedIn Business Manager allows you to manage multiple ad campaigns simultaneously, making it a versatile tool for your advertising needs.

Q8: How Do I Contact LinkedIn Support for Business Manager Issues?

Answer: LinkedIn offers a range of support options, including a Help Center, live chat, and email support. Navigate to the ‘Help’ section in Business Manager for more details.

Conclusion: Your Next Steps in Mastering LinkedIn Business Manager

You’ve made it to the end of this comprehensive guide, and by now, you should be well-equipped to navigate the LinkedIn Business Manager like a pro. Whether you’re a small business owner, a marketing agency, or a freelancer, this tool has something to offer you.

Key Takeaways:

LinkedIn Business Manager vs. Campaign Manager: Understand that Business Manager is an admin layer above the Campaign Manager, offering more control and flexibility.
People Management: It’s not just about you; it’s about your team and clients. Business Manager allows you to manage roles and permissions seamlessly.
Partnering Up: The ability to link Business Managers can streamline your operations, especially if you’re managing multiple clients or working with external partners.
Resource Sharing: From ad accounts to matched audiences, sharing resources has never been easier or more secure.
FAQs: Always keep an eye out for updates and new features. LinkedIn is continually evolving, and staying updated will give you an edge.

Next Steps:

Start Now: If you haven’t already, head over to LinkedIn and set up your Business Manager account. The sooner you start, the quicker you’ll get the hang of it.
Audit Your Needs: Take a moment to assess what you need from Business Manager and who in your team needs what kind of access.
Connect with Partners: If you’re working with clients or agencies, get those Business Manager accounts linked. It will save you a heap of time in the long run.
Engage with Us: Found this guide helpful? We’d love to hear your thoughts. Leave a comment below or share this article within your network.
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By taking these steps, you’re not just learning; you’re doing. And in the world of business, action is what counts. So go ahead, take the plunge into LinkedIn Business Manager and elevate your professional game.