LinkedIn Ad Specs – Your Guide for 2022

A photo of someone holding a mobile phone showing a LinkedIn ad for Veuno

Are you leveraging LinkedIn for your paid marketing strategy? You’re likely thinking about LinkedIn ad specs as you plan your campaign. 

 

Here is your guide on how to create LinkedIn Ads, including our expert tips.

 

Firstly, there are seven types of LinkedIn Ads, and these are either Sponsored Content or Sponsored Messaging ads. 

 

Sponsored Content allows you to promote a post in the LinkedIn news feed using: Single Image Ads, Carousel Ads, Single Video Ads, Text Ads, and Dynamic Ads. They appear on both desktop and mobile. 

 

Sponsored Messaging allows you to DM LinkedIn users via Message Ads or contact them via chatbot-style Conversation Ads.

 

Here are the LinkedIn ad specs for each format: 

 

LinkedIn Single Image Ads

 

As sponsored content, Single Image Ads appear in news feeds and are one of the most-used LinkedIn Ad formats. They tie text and imagery together to create a cohesive message for your brand. 

 

Ad Specs for Single Image Ads

 

Character lengths: 
  • Ad name (optional): 255 characters
  • Intro text: 150 characters (600 max but 150 recommended to avoid truncation)
  • Headline: up to 200 but 70 characters recommended to avoid truncation 
  • Description: Use 100 characters to avoid truncation (300 character max)
  • URLs: must have http:// or https:// and up to 2,000 characters
  • Call to Action (CTA): 10 options from a dropdown menu. You can choose the most relevant (i.e., Subscribe / Demo), creating a button that links to your content. 

 

Images: 
  • File type and size: JPG, PNG, non-animated GIFs, and 5MB max
  • Pixels: 1200 x 627 px recommended, 7680 x 4320 px max
  • Aspect Ratios:
    • Square images: 1:1 and can appear on desktop and mobile Minimum: 360 x 360 pixels, Maximum: 4320 x 4320 pixels 
    • Horizontal images: 1.91:1 and can appear on desktop and mobile Minimum: 640 x 360 pixels, Maximum: 7680 x 4320 pixels
    • Vertical images: 1:1.91 and only displayed on mobile Minimum: 360 x 640 pixels Maximum: 2340 x 4320 pixels 
  • Images under 400 px will display as a thumbnail

Tip 1: Although the introduction text has a 600 character limit, 150 characters is the recommended length to avoid truncation. (Truncation is when LinkedIn uses an ellipsis (…) in the text above your ad, so you have to click to Read More.) When you exceed 150 characters, you pay every time someone clicks to expand the text, and LinkedIn has some of the highest costs per click (CPCs).

Single Image Ads appear on both desktop and mobile; however, vertical images are only on mobile. Did you know that LinkedIn traffic is 80% mobile? Something to consider!

 

Tip 2: We recommend you uncheck the audience network option (only available for Single Image Ads and Single Video Ads). The Audience Network is where LinkedIn shows ads outside of the LinkedIn platform. You know, those Ads that pop up and consume the whole screen while using an app! Even though LinkedIn promises to extend reach by 25%, these ads are interruptive and often annoying.

 

 

 

Carousel Image Ads add an interactive layer to your campaign using two or more images called ‘cards.’ Users can swipe through the cards with Call to Action buttons.

 

Ad Specs for Carousel Ads

 

Character lengths: 
  • Ad name: up to 255 characters
  • Intro text: 150 characters (may truncate at 150 characters on some devices) 
  • Headline: 45 character limit with a CTA to landing pages and 30 characters with a CTA to Lead Gen Forms 
  • URLs: must have http:// or https:// and up to 2,000 characters
  • Call to Action (CTA): 10 options from a dropdown menu 

 

Images: 

  • Cards: 2 – 10 cards 
  • File type and size: JPG, PNG, non-animated GIFs, and 10MB max (
  • Rich Media formats supported)
  • Pixels: 1080 x 1080 px recommended (max dimensions are 4320 x 4320 px) 
  • Aspect Ratio: 1:1 
  •  

 

Note: LinkedIn Carousel cards can link to different landing pages. However, when using a Lead Gen Form, every CTA links to that Form. 

 

 

LinkedIn Video ads

 

Video Ads follow a similar process to building a Single Image Ads, the only difference being the use of a video. 

 

Ad Specs for Video Ads

 

Character lengths: 
  • Ad name: 255 characters
  • Intro text: 150 characters recommended
  • Headline: 70 characters
  • URLs: must have http:// or https:// and up to 2,000 characters
  • Call to Action (CTA): 10 options from a dropdown menu 

 

Video: 
  • File type and size: MP4 and between 75KB and 200MB
  • Captions: You can add captions to your video (only SRT files are supported)
  • Pixels: Horizontal videos at 1920 x 1080 px, Horizontal videos at 1200 x 675 px, Vertical video at 720 x 920 px
  • Aspect Ratio: Video must be between 9:16 (upright mobile version) and 16:9 (wide landscape version) or 1:1 (square)
  • Frames Per Second (FPS): Less than 30
  • Audio format: AAC or MPEG4
  • Audio size: Less than 64KH
  • Pixels: width and height must be between 360 and 1920 px
  • Duration: 3 seconds to 30 minutes (we recommend <15 seconds, grabbing attention within the first 3 seconds)
  • Custom video thumbnail (optional): 200MB max

 

Tip: Don’t forget to add captions! 85% of videos viewed are without sound. Increase the chance of getting users’ attention with captions. When choosing a video thumbnail, we recommend something eye-catching to grab attention while a user scrolls.

 

 

 

LinkedIn Text ads

 

Text Ads are the classic and budget-friendly LinkedIn Ad option. Despite their name, you can also add an image, albeit a small 1:1 square. 

 

LinkedIn Text Ads display in the right-hand column or at the top of the page and have the lowest cost-per-click than any other ad format on Linkedin. Text Ads can appear in a variety of sizes as follows: 

 

  • 300 x 250
  • 700 x 17
  • 160 x 600
  • 728 x 90
  • 496 x 80

 

LinkedIn Text Ads Specs 

 

Character lengths: 
  • Description: 75 characters max
  • Headline: 25 characters max and no truncating 
  • URLs: No more than 500 characters and must include http:// or https:// 
  • Call to Action (CTA): 10 options from a dropdown menu with the option to send the user to a destination of your choice 

 

Images (optional): 
  • File type and size: JPG or PNG and 2MB max
  • Pixels: 100 x 100 px

 

Tip: Your logo is a good image choice due to the small file size. It’s essential to make sure the image is clear to identify it quickly and understand how it relates to the advertising text. When writing your headline, be concise. Strict character limits force you to convey only the essential information. 

 

 

LinkedIn Dynamic Ads 

 

Dynamic Ads, personalized for users based on their LinkedIn profile. These include Job Ads, Spotlight Ads, and Follower Ads. LinkedIn Dynamic Ads are effective as they contain a person’s LinkedIn profile photo next to your company logo. Most specs are similar for Dynamic Ads, so we’ll go over Spotlight Ads. 

 

LinkedIn Spotlight Ad Specs

 

Character lengths: 
  • Ad headline: 50 characters
  • Company Name: 25 characters max (appears on hover over your company logo)
  • Ad description: 70 characters
  • URLs: must include the “http://” “or https://” prefix and up to 2,000 characters. If the user clicks anywhere on the image, it will redirect to your chosen URL 
  • Call to Action: 18 characters (Dynamic Ads allow you to free type your CTA)

 

Images: 
  • Company Image: 100 x 100 px (LinkedIn will use the image from your associated company page, but you can also upload an image)
  • Option to use the user’s profile image: To personalize your Ad (LinkedIn will do this if you check the box for this option)
  • Option to add a background image: 300 x 250 px in JPG or PNG format. If you include a background image, there will be no ad description and no profile photo.

 

Tip: LinkedIn tells us the part of the Spotlight Ad that users pay attention to after the images is the headline, so make the most of your 50 characters! You can also edit your Company Name to appear as whatever you want (within reason, of course!) for Dynamic Ads.

 

 

LinkedIn Message ads

 

If you have LinkedIn, you’ve seen a Message Ad. Previously known as Sponsored InMail Ads, Message Ads resemble DMs and are sent directly to your target audience’s LinkedIn inbox. They can appear to be from an individual or a company. LinkedIn Message Ads are great for Account-based marketing (ABM) because you can target based on job title and company. Message Ads give you the option to upload one image called a Banner Creative next to your email copy. 

 

LinkedIn Message Ad Specs

 

Character lengths: 
  • Sender line: 30 characters 
  • Subject Line: 60 characters 
  • Message (e-mail body): up to 1500 characters 
  • Call to Action: 20 characters max (you can free type your CTA)

 

Images: 

  • Banner creative (optional): 300 x 250 JPG or PNG (no flash), up to 2MB, which shows up to the right side of your email when someone opens your message. 

Tip: LinkedIn has found that users are more likely to engage with a Message Ad if the sender is an individual rather than a company.

 

 

LinkedIn Conversation Ads

 

The most recent addition to LinkedIn, Conversation Ads use a ChatBot style functionality. Choose from a blank template or a range of preset templates, depending on your objective, with various Call to Action options. Preset template examples include website visits, asset downloads, Surveys, and podcast promotion. 

 

The LinkedIn Conversation Ads builder is a three-step process. Build a workflow to customize responses as part of an automatic conversation.

 

LinkedIn Conversation Ad Specs

 

Character lengths: 
  • Ad Name: up to 255 characters 
  • Intro Text: 500 characters
  • Call to Action Buttons: Up to 5
  • Call to Action Text: 25 Characters each
  • Actions and URLs: After creating your CTAs, the ad builder allows you to choose a follow-up Action such as ‘Send to Website.’ 

The functionality of building the conversation is the same as you go through each stage. You can always edit the response (in the tree diagram) and direct the user to where you want them to go.

 

Images:

Conversation Ads let you add one image below your Intro text and above your Calls to Action. It also gives you the optional Banner Creative like Message Ads

 

  • File type and size: JPG or PNG up to 5MB 
  • Pixels: 250 x 250 px 
  • Banner creative (optional and desktop only): 300 x 250px in JPG or PNG (no flash) and < 2MB

 

Tip: For easier editing, we recommend using the View the Flowchart option. This option allows you to see your entire template and view each question/response in your Conversation AdsYou can click on the parts of the conversation you want to edit, and the Ad Builder will populate the selected content for customization.

 

 

Why LinkedIn Ads? 

 

With over 750+ million users, LinkedIn is the number one lead generation platform for B2B marketers. 

 

LinkedIn Ads allow you to create high converting campaigns that align with your tactics, content, and audience. Although more expensive than other growth channels, the targeting abilities are unparalleled. That’s why marketers love LinkedIn for brand awareness, driving engagement, and conversions. Trust is another reason we like LinkedIn, as ads are indirectly considered more professional and trustworthy than other social networking sites.

 

With users ranging from CXO to interns, and 4 out of 5 members in decision-making roles, LinkedIn has 2X the buying power of other platforms.

 

If that doesn’t convince you to get acquainted with LinkedIn Ads, we don’t know what will! 

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