INTRODUCTION
Earlier this year, LinkedIn launched Business Manager for organizations to manage the people, ad accounts, Pages and businesses they work with from one central place. In simple terms, it helps companies organize their assets.
Here is a look at how Business Manager can be beneficial to your business.
WHY SWITCH TO BUSINESS MANAGER
There are several reasons why Business Manager can be beneficial for your business and/or the ones you help manage. First, if you manage more than one page and/or ad accounts, having all of them in one place can make your life easier.
Second, using this platform can help if you work with a big team or with lots of stakeholders, as you can easily grant user access and manage permissions. Lastly, Business Manager helps you share audiences across ad accounts.
STEPS TO TAKE TO GET STARTED
- To make sure your account is secure and efficient, designate a Business Manager admin (e.g., the chief marketing officer).
- Depending on the size of your organization, planning your Business Manager structure is next. This can range from adding your pages and ad accounts to a single Business Manager dashboard to creating multiple Business Managers and dividing the assets into separate accounts by unit or region.
- Now it’s time to create the Business Manager. First, go to the Business Manager creation page and enter the email address you want to be linked. (We recommend using a work email address.) Next, you need to name the Business Manager. The easiest example is using your company name. Lastly, LinkedIn will ask how you will use the service–managing your own or clients’ business assets.
- The next step is to invite team members. Click the Invite People button in the upper-right corner and enter their work email address. Most of the time, internal employees can be granted “Employee” access. Other people who manage the account (e.g., external partners) should be granted “Contractor” access.
- Adding ad accounts to your Business Manager is the next action item. Go to the “Ad Accounts” tab and click the “Add Accounts” button to view the menu. The number of ad accounts you manage will determine the best way to link. Options include entering the ID (if you handle a small amount) or adding the accounts by CSV.
- Once the above steps are complete, your account should be approved/active.
THINGS TO KEEP IN MIND
Similar to other platforms, you can always go back and edit members’ profiles, roles and permissions and add more accounts.
Also note, when you link ad accounts to Business Manager, any matched audiences will transfer over. To share your audiences, click the box to the left of the matched audience and click the “Share Audiences” button in the upper right. Then click the ad account you want to share the audience with and click “Share.”
If your organization is working with a third party, all you need to establish a partnership is the other organization’s Business Manager ID. To add a partner, go to the “Partners” tab, add their Business Manager ID and click “Add Partner.” Once added, you can see the “You Shared” and “They Shared” tabs to manage all assets.