Set up your LinkedIn account for campaigns
Set up these items once, before your first LinkedIn campaign. Then the campaign wizard can write your ads, make their images and launch without stopping.
| Item | Where you set it up | Why Hero Marketer needs it |
|---|---|---|
| A company Page on your ad account | Campaign Manager, Account settings > Edit account (an account manager) | Each ad posts as the Page. LinkedIn does not let you change the Page after you save it. |
| A role on the ad account that can create campaigns | Campaign Manager, the ad account's access settings | Launching needs Campaign manager or Account manager. Creative manager and Viewer cannot create campaigns. |
| A role on the Page that can post ads | The Page's admin settings | Super admin, Content admin or Sponsored Content poster. Hero Marketer posts the ads as the Page for you. |
| A payment method | Campaign Manager, billing (the billing admin) | Without one, LinkedIn puts the ad account on hold, and no ads show. |
| Your ad account on Hero Marketer's list at LinkedIn | Contact support | While LinkedIn reviews Hero Marketer, Hero Marketer creates campaigns only in the ad accounts on its list. Reading the account works without it. |
| A conversion for each result | Campaign Manager, Conversion tracking, or a tool such as HubSpot | A Leads or Sales campaign counts one conversion. |
| The LinkedIn Insight Tag on your website | Campaign Manager, Insight Tag | Conversions from the tag need it, and retargeting audiences come from it. A conversion that a tool sends does not need it. |
| A website audience | Campaign Manager, Audiences | A retargeting campaign shows ads to it. |
| Page permissions for Hero Marketer | Hero Marketer, Settings > Ad accounts | Hero Marketer posts the ads as your Page. |
| Your website and logo | Hero Marketer, Create images | Your LinkedIn ads come with their images. |
Add the Insight Tag to your website
The Insight Tag counts conversions on your website, and it collects the visitors for a retargeting audience. If a tool such as HubSpot sends your conversions to LinkedIn, you need the tag only for retargeting.
- In Campaign Manager, open Data > Insight Tag.
- Copy the tag and install it on every page of your website, or add it through your website builder's integration.
- Install it on the site that your ads send people to. When your campaign counts a conversion from the tag, Hero Marketer checks that the tag fired on the landing page's site in the last 7 days, and tells you when it did not.
LinkedIn shows a site in its list of tag domains 5 to 10 minutes after the first visit with the tag.
Create a conversion for each result
A Leads or Sales campaign counts one conversion. A conversion comes from one of these sources:
- The Insight Tag. In Campaign Manager, open Data > Conversion tracking and create a conversion for each result. For example, create a conversion of the type Book appointment on the page that shows after a demo is booked, or Purchase on the page that shows after a purchase.
- A tool that sends conversions, such as HubSpot. The tool sends each result to LinkedIn through the LinkedIn Conversions API, for example when a contact becomes a sales qualified lead. Set it up in the tool. The tag is not necessary. In the wizard, these conversions show Sent by API, because LinkedIn does not show when they last fired.
A conversion of the type Purchase or Subscribe counts sales. All other types count leads. Hero Marketer reads your enabled conversions and, for your campaign type, picks the one closest to revenue that fired in the last 7 days. A conversion sent by API counts as one that fired:
| Campaign type | Order |
|---|---|
| Leads | Start trial, Sign up, Complete sign-up, then Book appointment, Schedule, Request quote, then Sales qualified lead, Qualified lead, Marketing qualified lead, Lead, Submit application, Contact, then all other types |
| Sales | Purchase, then Subscribe |
You can pick another conversion in the wizard. Hero Marketer does not create conversions or install the tag.
Make a website audience for retargeting
A retargeting campaign shows ads only to the people who visited your site. In Campaign Manager, open Plan > Audiences, create an audience of the type Website, and pick the pages. LinkedIn takes up to 48 hours to build the audience. LinkedIn runs no campaign for an audience of fewer than 300 people.
Hero Marketer uses your largest website audience that LinkedIn finished building. Hero Marketer cannot make the audience for you.
Reconnect LinkedIn Ads once
To post ads as your Page, Hero Marketer needs the w_organization_social permission. A connection made before Hero Marketer could create campaigns does not have it. Open Settings > Ad accounts and click Reconnect on the account.
Add your website and logo in Create images
The campaign wizard makes 2 images for each LinkedIn ad. To make them, Create images needs your website and logo, once for each product. If the product has none, the wizard shows the setup on its first step, and Write my ads waits until the setup is done.
What Hero Marketer sets up in LinkedIn for you
At launch, Hero Marketer sets up these items in your ad account:
- The link between the campaign and the conversion that you picked.
- A campaign group, the campaign, and 2 ads for each ad that you wrote, one with each image.
Hero Marketer does not create Pages, conversions, website audiences or payment methods, and does not install the Insight Tag.