The LinkedIn ad platform is unlike any other advertising platform. Millions of business professionals globally use the network, making it the best place to post your next ad. There are a variety of LinkedIn ads to choose from, so to help you make the right choice, we’ve laid out the specs for each format below.
Leveraging LinkedIn to create an ad for professionals offers a targeted approach to reaching a business-oriented audience. Utilizing a LinkedIn post scheduler enables advertisers to strategically time and manage their content, ensuring optimal visibility among the professional network. By crafting tailored ads and employing scheduling tools, businesses can effectively showcase their products or services to a relevant and engaged audience on LinkedIn.
1. Sponsored Content
Sponsored Content gives you the ability to connect with LinkedIn members who have not followed you yet. It allows you to reach people similar to your target audience. Sponsored Content makes use of native advertising: advertising that seamlessly fits into a person’s feed with other content that they follow. However, there will always be a label on Sponsored Content so users know they are seeing an ad. Sponsored Content could be a single image ad, carousel image ad, video ad (more info on this below), or a single job ad.
When you use the Sponsored Content format, you can add a call-to-action (CTA). A CTA gives LinkedIn members who are interested and want to interact with your company a direct action. For example, if your company is hosting a conference, you could include a CTA in your LinkedIn ad for interested members to sign up.
Using Lead Gen Forms in Sponsored Content ads is a great way to generate leads. These forms are pre-filled with LinkedIn profile data (e.g. name, job title, company) that members can submit to your ad with one easy click.
- Recommended image size: 1200 x 627 pixels in JPG, GIF (non-animated) or PNG format
- Larger images have higher click-through rates (CTR), smaller images will only be shown as a thumbnail
- Headlines: Should be clear, short, and concise; under 150 characters (including spaces)
- Description: 70 characters or less (including spaces)
Video Ads
Video ads are a new way to reach your professional target audience. They are engaging, enticing, and innovative. These ads are a great way to grab LinkedIn users’ attention and keep them interested.
- Video Format: MP4
- File size: 75 KB to 200 MB
- Frame rate: Less than 30 FPS (frames per second)
2. Sponsored Messaging
Sponsored Messaging allows you to reach your audience in a highly personalized format, via LinkedIn’s private messaging system. This format ensures that your message goes directly to your customer.
Sponsored Messaging generates leads and drives conversions up as you reach your audience in an uninterrupted way. There are two formats you can choose from: Message Ads and Conversation Ads.
Message Ads are similar to traditional email marketing, but stronger. They allow you to communicate directly with your audience on the LinkedIn system and include a short message and CTA.
Conversation Ads makes engaging easy for your audience. It offers multiple choices for the viewer and leads them to a relevant landing page with one easy click. Conversation Ads are, as their name implies, best kept conversational, warm and friendly.
When using Sponsored Messaging, you’ll have to choose a representative behind your direct message. It’s best to use someone with a high title (e.g. a director), and their profile should have a high-quality public profile image of their (friendly!) face. Your message can also include a banner image that links back to your company.
- Banner image recommended size: 300 x 250 pixels, in JPG, GIF (non-animated) or PNG format
- Should include a click-through URL
- Maximum size: 40 KB
- Message Ads limit: Up to 1500 characters, but try to keep it short and concise for a higher click-through rate (CTR)
- A recommended number of three links in your message to engage the customer and make it easy for them to interact
- Conversation Ads: Use LinkedIn templates
For extra help with creating effective conversations with your customers, try out our Chatbot service.
3. Dynamic Ads
Dynamic ads use the profile data of a LinkedIn user to personalize an ad. These ads will appear to the right of a LinkedIn member’s regular feed. The dynamic ad will include your audience’s profile photo and name, making it unique to each individual.
There are several formats of the dynamic ad: follower ads, spotlight ads, job ads, and content ads. Each ad includes a clear message and CTA.
Follower Ads
- Encourages LinkedIn users to follow your company page
- Logo size: 100 x 100 pixels in JPG or PNG format, square image otherwise it will be reduce to fit
Spotlight Ads
- Instantly brings your audience to your website or landing page
- Can include a background image
- Logo size: 100 x 100 pixels in JPG or PNG format, square image otherwise it will be reduce to fit
- Background image size (optional): 300 x 250 pixels
Job Ads
- Increase the amount of applicants you receive for job postings
- Promotes one or more job opportunities to qualified members
- Can be displayed with different titles: “Jobs You Might Be Interested In”, “Picture Yourself”
Content Ads
- Easy way to generate leads by allowing your audience to download your content (e.g. downloading an eBook or guide)
4. Display Ads
LinkedIn display ads, similar to dynamic ads, appear to the right of the users’ feed. They are typically simple images that help to raise brand awareness and give your company a presence on LinkedIn.
5. Text Ads
Text ads are another form of simple advertising that can appear to the right or on top of the LinkedIn main feed. They include a headline, description, and image that lead to a landing page.
- Image size: 100 x 100 pixels in JPG or PNG format, 2 KB or less
- Headline: 25 characters or less
- Description: 75 characters or less
Text ads come in many different sizes to fit any amount of information. Sizes include:
- 300 x 250 pixels
- 17 x 700 pixels
- 160 x 600 pixels
- 728 x 90 pixels
- 496 x 80 pixels
Final Words
The possibilities for advertising on LinkedIn are endless. Follow the guidelines for each specific ad and you’ll expand your company’s network in no time. If you’re having trouble figuring out how to start, try reading this article for some inspiration!