Slides from our recent live webcast.

1. Tuesday, November 29th, 2016
11:00a GMT | 12:00 CET
#getstartedwithlinkedin

2. Today’s Agenda
1. Introduction to LinkedIn Marketing Solutions
2. Live Demo
3. Q&A
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3. Have Questions?
Use the Q&A button at the bottom of
your screen and we will answer them
after the presentation
A recording of this webcast will be sent to you after the event
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4. Who we are?
Alexandra Dan
Senior Marketing Solutions Specialist, Dublin
Gearóíd Buckley
Online Marketing Manager, Dublin
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5. For the first time in the history of media you can
engage with the world’s professionals in one place
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6. The largest global community of
professionals
61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
450Mprofessionals are on LinkedIn
#getstartedwithlinkedin

7. The manifestation of the
professional mindset…
SPEND TIMEINVEST TIME
LinkedIn Trending Facebook Trending Twitter Trending
Ellen Degeneres
OK Go
Rannoch Moor
Brian Friedman
James Corden
Jo Cox
Tony Blair
Invasion
Standing Rock Indian Reservation
Recruiting
Employee Engagement
Social Media
Self-Esteem
Lean Manufacturing
Integrated Marketing
Design Thinking
Cloud Computing
Personal Development
I Am Thankful For
Happy Thanksgiving
Steven Gerrard
T in the Park
Thursday Thoughts
Add a Band Name to a Film
Auto Archives
Paul Futcher
MST3K
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8. 9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
Professionals engage with
purpose – and with content
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9. Advertising on LinkedIn
Text Ads Sponsored Content
Platform Desktop only Desktop, mobile, tablet
Pricing CPC or CPM CPC or CPM
Payment Pay as you go; Credit card Pay as you go; Credit card
Targeting Targeted audience Targeted audience
Ad Placement Text link on homepage;
right hand rail or
horizontally at bottom of
pages: homepage, profile
page, search results,
groups, SlideShare
LinkedIn news feed
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10. #getstartedwithlinkedin

11. Let’s Get Started!
Set up your account

12. 04 Select the currency you want to use for payment and
bidding. Once you select the currency, you cannot
change it.
03 Choose the company with which this account will be
associated and name the account.
02
01 Access LinkedIn’s Campaign Manager at
https://www.linkedin.com/ads/home.
Create a Business
Account
To start, you will need to make a business
account.
A business account allows you to separate
ads and billing information, share business
account access with other team members and
conveniently link a Company Page.
From the Campaign Manager homepage, click Add
account in the top right-hand corner.
05 Click Add account. Your account will be on hold until
you edit your billing details, which you can do now or
after you set up your first campaign.
#getstartedwithlinkedin

13. Enter Billing
Information
01 Click the Edit your billing details link in the banner message.
02 Enter your credit card information.
03 Click Review Order to confirm and save your information.
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14. Add/Edit Users
You can grant access to your Business Account
and assign different permissions to each user.
Account Managers can manage campaigns and
view performance analytics. The user who
creates the account will automatically be
assigned the Account Manager role. 03 Next, choose the level of management rights for the user
you’re adding. The chart below details the management
roles:
02
01 From the Campaign Manager homepage, click the
settings icon and select Manage access.
Click Add user to account. Begin typing the name of the
person you wish to add and select him or her from the list.
Activity
Account
Manager
Campaign
Manager
Creative
Manager
Viewer
View campaign data and reports
Create new & modify existing campaigns
Create new & modify existing creatives
Edit account details
Manage user access
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15. LinkedIn Self-Service Playbook for Agencies 15
Add/Edit Users
You can grant access to your Business Account
and assign different permissions to each user.
Account Managers can manage campaigns and
view performance analytics.
05 To modify the management rights a user has, locate the
user whose permissions you want to edit and click the
dropdown menu to select the new role. Click Save
changes.
04 Once you’ve granted the appropriate management rights
to a user, click Add user to account to save your
changes. The person you’ve added will then appear.
LinkedIn Self-Service Playbook for Agencies 15
05 To remove a user, click the x that appears to the right of
his/her name. If you are removing a Billing admin, you
must assign a new contact as the Billing admin before
you can remove the user. Click Save changes.
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16. You’ve created your account, now it’s time
to launch your campaign!
How to Create a Campaign
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17. DEMO
Sponsored Content

18. Sponsored Content Best Practices
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19. Sponsored Content Best Practices Cheat Sheet
Optimizing content
• Always ask, “why would my
audience read this?”
• Use concise and compelling
headlines
• Include a clear call to action,
regardless of the objective
• Make sure your landing pages are
optimized for mobile traffic
Managing updates
• Plan your editorial calendar, but
also react to timely events
• Run 4-5 pieces of content in each live
campaign
• Rotate a new piece of content into
your account ever 2-3 weeks
• A/B Test with images, intro texts, and
headlines
Optimizing visuals
• Always include an image, presentation, or video
• Ensure the thumbnail is relevant for external links

20. Text Ads
Here are some tips
Speak directly to your target audience through your
headline and text.Include an image to grab your audience’s attention.
Ads with images perform significantly better than those without.
Images with bright colors are more likely to catch the attention of your
audience.
For example, if you’re targeting finance professionals, include relevant
job titles or the word “finance” within the ad.
Use industry-specific language that customers can relate to.
We’ve seen a 20% lift in CTR when ads include an image.
Include a strong call to action, such as “Try”,
“Download”, “Sign up” or “Request a Quote.”
Create 3-4 variations of your ad per campaign.
Test images, text, and call-to-action phrases to see what works best
with your audience.Words and phrases that encourage action and urgency tend to
perform well.
Rotate in new creatives at least once a quarter.Double check your landing page
Make sure text is concise and easy to read.Make sure your landing page (the place where someone goes when
they click) matches your ad.
Clearly list the benefits of your products and services.

21. Campaign Manager Tool - What to Remember
Campaign Creation
• Try and aim for an audience size that
is specific, but large enough to create
scale
• Running 4 -5 Pieces of content will
spread the daily budget more evenly
• Keep the Sponsored Content
Specifications in mind for images
sizes and character limits
• Bid ranges are provided on the “Bid
and Budget” tab. Be sure to revise
your bids as the campaign runs
Managing updates
• Be sure to pause lower performing
pieces of content (after 3-4 weeks) if
they are below the .32% CTR
benchmark
• Make sure that you have DSC access
to your company page in order to
create Direct Sponsored Content
• Click Demographic Data is available
at the account and individual
campaign level

22. Stay tuned for a dedicated webinar in the
new year!
Or visit our EMEA blog for more details
business.linkedin.com/en-uk/marketing-solutions/blog
Sponsored InMail
#getstartedwithlinkedin

23. Have Questions?
Use the Q&A button at the bottom of
your screen and we will answer them
after the presentation
A recording of this webcast will be sent to you after the event
#getstartedwithlinkedin

24. Thank You!