LinkedIn text ads can appear on both desktop and mobile devices. When creating a LinkedIn text ad campaign, advertisers have the option to target desktop users only, or expand their reach to mobile users as well. There are a few key factors that determine whether LinkedIn text ads show up on mobile.
Targeting Options
The main setting that controls whether LinkedIn text ads appear on mobile is the campaign targeting. Within the LinkedIn Ads platform, advertisers can choose to target only desktop users or target both desktop and mobile users. The options are:
- Desktop only
- Desktop and mobile
If “Desktop only” is selected, the LinkedIn text ads will not be served on mobile devices. The ads will only be displayed to users browsing LinkedIn on a desktop computer. Choosing “Desktop and mobile” will allow the ads to be served across devices.
Ad Format
In addition to targeting, the ad format plays a role in mobile visibility. LinkedIn offers single image ads and multiple image carousel ads. Here is how each ad format appears on mobile:
- Single image ads – These standard LinkedIn text ads appear in the mobile feed and Profile pages
- Carousel ads – Carousel ads only appear on desktop and do not serve on mobile
So regular static image LinkedIn text ads can run on mobile, while the carousel multiple image ads are limited to desktop.
Mobile Bid Adjustment
LinkedIn gives advertisers the ability to set separate mobile bid adjustments. This allows you to increase or decrease your bids for mobile traffic. For example, you may want to increase your bid by +15% on mobile to improve ad visibility and ranking on mobile devices specifically. The mobile bid adjustment applies to both CPC and CPM ad formats.
Ad Rank Factors
When ads are eligible to show on mobile devices, they go through the normal LinkedIn auction process. Your ad rank determines the positioning and frequency of your ads. Some of the key factors that influence ad rank for mobile include:
- Bid amount
- Bid adjustment for mobile
- Ad relevance
- Account history
- Engagement rate
Optimizing for factors such as relevance, expected clickthrough rate (CTR), and landing page experience can improve the delivery of your ads on mobile.
Flexible Visual Styling
LinkedIn recommends creating text ads that are visually compelling across desktop and mobile. Some best practices include:
- Using high-quality images that resize well on smaller screens
- Having a clear, succinct headline that conveys the key message
- Ensuring text is large enough to be legible on mobile
- Linking to a mobile-optimized landing page
Testing different ad styles and designs can help optimize for the multi-device experience.
What Types of Mobile Ads Does LinkedIn Support?
LinkedIn text ads support the following key mobile formats:
Ad Type | Mobile Support? |
---|---|
Single image ads | Yes |
Carousel image ads | No |
Video ads | Yes |
Dynamic ads | Yes |
Lead gen form ads | Yes |
The standard LinkedIn text ads with a single image and headline are fully supported on mobile. Video ads and lead gen form ads can also work on mobile, although they may have lower response rates compared to desktop. Carousel image ads are limited to desktop only at this time.
Mobile Ad Delivery Metrics
When running LinkedIn text ad campaigns across desktop and mobile, it’s important to monitor ad metrics separately for each device. Here are some key metrics to analyze:
- Impressions: Number of times ads are served on mobile vs. desktop
- Clicks and CTR: Clickthrough rates on mobile vs. desktop
- CPC: Average cost per click on each device
- Conversions: Signups, downloads, or purchases from mobile vs. desktop
This gives insight into mobile ad engagement and performance. You can also A/B test different ad variations specifically for mobile users.
How Mobile Usage Differs on LinkedIn
Understanding how LinkedIn members use mobile vs. desktop can inform your ad strategy. Here are some ways mobile usage differs:
- Mobile use tends to be shorter sessions for quick access like messaging and notifications
- Desktop is better for long-form content consumption like articles
- Mobile ads may get lower clickthrough but still drive brand awareness
- Mobile has rising usage especially among younger demographics
Factor these usage patterns into your objectives to determine the ideal mobile ad investment. Test campaign performance on mobile and desktop separately.
Tips for Optimizing Mobile Ads
Here are some top tips for getting the best results from LinkedIn text ads on mobile devices:
- Create simple, bold headlines that convey your key message
- Use concise, scannable ad copy with paragraph breaks
- Ensure ads and landing pages load quickly on mobile networks
- Increase mobile bids to improve visibility and ad rank
- Measure mobile vs. desktop metrics separately
- Focus ad content on mobile-friendly offerings and calls-to-action
Conclusion
In summary, LinkedIn text ads can appear on both desktop and mobile depending on your campaign targeting settings. Single image ads display on mobile, while carousel ads are limited to desktop. Monitor your ad metrics for each device and optimize for better mobile visibility and engagement where needed. Focus on simple, value-focused ad creative that converts on a small screen. With the right mobile ad strategy, LinkedIn text ads can effectively reach professional audiences across devices.