The Complete Guide to LinkedIn Ad Formats

Introduction to LinkedIn Ad Formats

LinkedIn offers a variety of ad formats designed to help businesses effectively reach business audiences. This guide covers the features, best practices, and use cases for each ad format available on LinkedIn in 2024.

1. Sponsored Content

Sponsored content appears directly in the LinkedIn feed, making it highly visible and engaging. This format includes several subtypes, each with specific characteristics and use cases:

1.1 Single Image Ads

• Description: Simple ads with a single image, headline and link.
• Details:
• Image format: JPG, PNG, GIF
• Maximum file size: 5 MB
• Aspect Ratio: 1.91:1 (Horizontal), 1:1 (Square)
• Introductory text: up to 600 characters
• Good Practice:
• Use clear, high-quality images.
• Include a strong call-to-action (CTA).
• A/B test different headlines and images.

1.2 Video Ads

• Description: Engaging video content ideal for storytelling and product demonstrations.
• Details:
• Video format: MP4
• Maximum file size: 200 MB
• Resolution: up to 1920 x 1920 pixels
• Length: up to 30 minutes, but shorter is better (less than 15 seconds is ideal)
• Frame rate: 30 frames per second
• Introductory text: up to 600 characters
• Good Practice:
• Grab attention in the first few seconds.
• Include subtitles as many users watch videos with sound off.
• Quickly highlight key messages in videos.

1.3 Carousel Ads

• Descriptive: Multi-image ads that allow for detailed storytelling or display of multiple products.
• Details:
• Image format: JPG, PNG
• Maximum file size per image: 10 MB
• Image ratio: 1:1
• Number of cards: 2-10
• Introductory text: up to 255 characters
• Card Headline: Up to 45 characters
• Good Practice:
• Use consistent and attractive visuals.
• Tell a cohesive story within the cards.
• Track the performance of each card to optimize future promotions.

1.4 Document Advertisements

• Description: Allows sharing of documents such as eBooks or white papers directly in the feed.
• Details:
• File types: PDF, DOC, DOCX, PPT, PPTX
• Maximum file size: 100 MB
• Number of pages: Recommended under 10 (maximum 300)
• Good Practice:
• Use documents to provide valuable content.
• Gated content with lead gen forms can capture user information.
• Optimize documents for mobile viewing.

1.5 Event Promotions

• Description: Promotes events to increase enrollment and attendance.
• Details:
• Program name: up to 255 characters
• Introductory text: up to 600 characters
• Image Ratio: 4:1 (taken from event page)
• Good Practice:
• Use eye-catching images and clear program details.
• Include a strong CTA to encourage registration.
• Share event highlights to generate interest.

2. Sponsored Messaging

Sponsored messaging ads appear in LinkedIn inboxes, ensuring high visibility and a personal touch. There are two main types:

2.1 Message Advertisements

• Description: Messages are sent directly to the target audience with specific CTAs.
• Details:
• Message subject: up to 60 characters
• Message text: up to 1500 characters
• CTA text: up to 20 characters
• Banner Image: 300 x 250 pixels (JPG, PNG)
• Good Practice:
• Personalize messages with recipient’s name and details.
• Keep messages brief and to the point.
• Use clear and attractive CTAs.

2.2 Conversational Ads

• Description: Interactive messages that allow recipients to choose their response path.
• Details:
• Introductory message: up to 500 characters
• Additional message levels: up to 5, up to 500 characters each
• CTA buttons: up to 5 per message
• Banner Image: 300 x 250 pixels (JPG, PNG)
• Good Practice:
• Use an engaging, conversational tone.
• Personalize the experience with macros.
• Guide the user through a logical flow that leads to your desired action.

3. Dynamic Ads

Dynamic ads are personalized based on LinkedIn profile data, appearing in the right-hand rail on desktop. They adapt the content to each viewer, making it highly relevant and engaging.

3.1 Follower Ads

• Description: Encourages users to follow your LinkedIn Company Page.
• Good Practice:
• Use catchy headlines and personalized elements.
• Highlight the benefits of following your page, such as exclusive content and updates.

3.2 Spotlight Ads

• Description: Drives traffic to your website or landing page.
• Good Practice:
• Personalize with user name and profile picture.
• Include a strong CTA and relevant offers.

3.3 Content Promotions

• Description: Promotes specific content from your company’s LinkedIn feed.
• Good Practice:
• Use attractive visuals and headlines.
• Align content with the interests of your target audience.

4. Text ads

Text ads are simple, cost-effective ads that appear in the right rail or at the top of the LinkedIn feed on desktop.

4.1 Specifications

• Caption: Up to 25 characters
• Description: Up to 75 characters
• Image: 100 x 100 pixels (JPG, PNG)
• Destination URL: up to 500 characters

4.2 Best Practices

• Keep the copy clear and concise.
• Use attractive images and CTAs.
• Test multiple variations to find the best performing ad.

5. Lead General Form

Lead gen forms can be attached to various ad formats, such as sponsored content and dynamic ads, allowing you to collect leads without leaving LinkedIn.

Details

• Customizable form fields
• Pre-filled LinkedIn profile data
• Optional custom questions

Good practice

• Keep the form short and simple.
• Provide a clear value proposition for providing information.
• Use follow-up actions to nurture leads.

6. Single Job Advertisements

Single job ads are created for recruiting, highlighting job opportunities directly in the LinkedIn feed.

Details

• Caption: Up to 70 characters
• Company Name: Up to 25 characters
• Logo: 100 x 100 pixels
• CTA: Custom or pre-set, up to 44 characters

Good practice

• Use clear job titles and descriptions.
• Highlight key benefits and company culture.
• Include a direct link to the job application page.

Conclusion