When creating ads for LinkedIn, there are specific document specifications you need to follow to ensure your ads meet the requirements for the platform. Knowing these specifications will help you properly optimize and format your LinkedIn ads for success.
LinkedIn Ad Image Sizes
One of the most important ad specifications is the required image sizes. LinkedIn has set image dimensions for each of their available ad formats. Using the right sized images will prevent cropping or distortion of your creative.
Sponsored Content Image Sizes
For Sponsored Content ads that appear in the LinkedIn feed, the recommended image size is 1200 x 627 pixels. This is a 1.91:1 aspect ratio. The minimum image size is 546 x 546 pixels. Larger images up to 2048 x 2048 pixels are accepted.
Sponsored Message Image Sizes
For Sponsored InMail messages, the recommended image size is 200 x 200 pixels. The minimum size is 50 x 50 pixels and the maximum is 1024 x 1024 pixels.
Dynamic Ads Image Sizes
For Dynamic Ads that promote specific products or services, the recommended image size is 800 x 800 pixels. The minimum is 256 x 256 pixels and maximum is 8192 x 8192 pixels.
Text Ads Image Sizes
For text ads, the recommended image size is 90 x 90 pixels. The minimum size is 20 x 20 pixels and maximum is 1024 x 1024 pixels. Square images work best.
LinkedIn Ad Video Specifications
In addition to images, you can also use video in some LinkedIn ad formats. Here are the requirements for video ads:
- File Format: MP4 or MOV
- Aspect Ratio: 16:9 landscape
- Length: Under 3 minutes
- Frame Rate: 30fps
- Max File Size: 10GB
- Resolution: At least 720p HD
LinkedIn Ad Text Limit
The amount of text you can include also depends on the specific ad format:
- Sponsored Content: 100 characters for the headline, 150 characters for the description
- Sponsored Message: 300 characters for subject line, 5000 characters for message body
- Dynamic Ads: 150 characters for the title, 70 characters for the description
- Text Ads: 25 characters for headline 1, 35 characters for headline 2, 75 characters for the description
LinkedIn Ad Language and Grammar
All ad text should be appropriate, high-quality, and error-free. Here are some specific guidelines for language:
- Write in English for global campaigns
- Use consistent punctuation and capitalization
- Avoid typos, spelling errors, and poor grammar
- Write in an approachable, conversational tone
- Use sentence case, avoid ALL CAPS
- Craft a compelling, relevant message
LinkedIn Ad Targeting Options
One of LinkedIn’s major benefits is the ability to precisely target your ads. Here are some of the targeting parameters you can use:
- Job Title
- Job Function
- Job Seniority
- Company Name
- Company Size
- Company Industry
- Location
- Age
- Gender
- Interests / Skills
- Groups
- LinkedIn Activity
Ad Design Tips
In addition to meeting the basic specifications, follow these tips to create effective, eye-catching ads:
- Use high-quality, professional images that convey your brand
- Make sure the image and/or video relate directly to your product / service
- Follow LinkedIn’s brand guidelines if using their logo
- Add concise, descriptive headlines that capture attention
- Use text and graphics that are readable on both desktop and mobile
- Keep branding consistent across all your ads
- A/B test different variations of creative
Compliance Rules
All LinkedIn ads must comply with their Advertising Policies. Here are some key guidelines:
- No false, misleading, fraudulent, or deceptive claims
- No offensive, profane, or inappropriate content
- No unsubstantiated product claims
- No attacks against individuals, groups, or organizations
- No sensitive social or political issues
- No illegal, regulated, or recreational drugs
- No illegal activity of any kind
Violating any of these policies can result in disapproval or cancellation of your ads. Always thoroughly review the LinkedIn Advertising Policies before running any new ads.
Conclusion
By following LinkedIn’s ad specifications and design best practices, you can create successful campaigns that engage your target audience. The key is using high-quality creative assets that align with LinkedIn’s requirements. Also ensure your ads are relevant, compelling, and compliant with their advertising policies. With the right strategy, LinkedIn’s powerful targeting makes it possible to reach your ideal customers and promote your brand.