Determining the correct size for a LinkedIn banner when designing in Figma is important to ensure the banner displays properly on the LinkedIn platform. LinkedIn has specific requirements for banner ads in terms of dimensions and file size.
LinkedIn Banner Ad Requirements
According to LinkedIn’s website, the requirements for banner ads are:
- Dimensions: 646 x 200 pixels
- File Size: 150 KB or smaller
- File Type: PNG, JPEG
So the standard LinkedIn banner size is 646 x 200 pixels. This is good to know when setting up a LinkedIn banner artboard in Figma.
Creating a LinkedIn Banner in Figma
Here are the steps to create a properly sized LinkedIn banner in Figma:
- Open a new Figma file and name it something like “LinkedIn Banner”
- Click the “plus” icon to create a new artboard
- In the right sidebar, set the artboard size to Desktop – 646 x 200 pixels
- Name the artboard something like “LinkedIn Banner – Desktop”
- Design and layout your LinkedIn banner content within the 646 x 200 artboard
By setting up an artboard specifically sized at 646 x 200 pixels, you ensure you are working with the proper dimensions for a LinkedIn banner ad right from the start.
Exporting and Optimizing
Once your LinkedIn banner design is complete, you’ll want to export the file from Figma for upload to LinkedIn. Be sure to follow these tips:
- Export as PNG or JPEG file format
- Use Artboard Size export setting
- Set compression to Max to optimize file size
- Keep exported file under 150 KB
Figma makes it easy to export your designs with the right sizing and optimization for LinkedIn banner ads.
Conclusion
To recap, the standard LinkedIn banner dimensions are 646 x 200 pixels. By creating a desktop artboard set to 646 x 200 pixels in Figma, you can design a banner that’s sized correctly right from the start. Use PNG or JPEG file formats, export at artboard size, compress to optimize file size, and keep the export under 150 KB for LinkedIn’s requirements.
Following these steps will ensure your LinkedIn banner designed in Figma will upload and display properly on the LinkedIn platform.
LinkedIn Banner Dimensions | 646 x 200 pixels |
---|---|
LinkedIn Banner File Size | Under 150 KB |
LinkedIn Banner File Types | PNG, JPEG |
Background on LinkedIn Banner Ads
LinkedIn first introduced banner ads in 2012 as a way for companies to reach LinkedIn’s professional audience. Some key facts about LinkedIn banner ads:
- Located along the top of the LinkedIn homepage and other high traffic pages
- One of LinkedIn’s original ad products, now one of many ad options
- Effective for brand awareness and exposure based on LinkedIn page views
- Standard IAB online ad size makes creation easier
- Appear on desktop and mobile (responsive design required)
Well-designed, engaging banners that catch the user’s eye can be a useful ad placement in addition to LinkedIn’s other targeting options. Professional quality banner ads align well with LinkedIn’s audience expectations.
When to Use LinkedIn Banner Ads
Here are some of the main use cases where LinkedIn banner ads may be beneficial:
- Building general brand awareness
- Promoting brand campaigns and messaging
- Drawing attention to new products/services
- Driving traffic to your LinkedIn Company Page
- Driving traffic to your website or landing pages
Banner ads are best for top-of-funnel objectives where you want wide exposure and reach. They can send users to more detailed content once you’ve captured their initial interest.
LinkedIn Banner Ad Placement
LinkedIn displays banner ads in a few key placements:
- LinkedIn homepage – At top and further down page
- LinkedIn user profile pages – At top
- LinkedIn notifications page – At top
- Other high traffic pages like LinkedIn groups, jobs, etc.
This puts LinkedIn banners in front of users as they check their LinkedIn feeds and browse the platform. Link clickthrough rates average around 0.03% to 0.08%.
Design Tips for LinkedIn Banners
To make the most of your LinkedIn banners, incorporate these best practices:
- Keep key messaging clear and concise
- Use bright contrasting colors that stand out
- Show professional relevant images
- Balance text and negative space
- Use vector files for scale and sharpness
- Follow LinkedIn’s style guidelines
- Check banners on multiple device screens
Well-designed banners tailored for a business audience are more likely to get clicked. Treat it as its own campaign creative vs an extension of other ads.
LinkedIn Banner Ad Specs
Let’s take a more technical look at the requirements and specs for LinkedIn banner ads:
File Types
LinkedIn supports the following file types for banner ads:
- .JPG
- .PNG
- .GIF (max 3 loops of animation, up to 15 seconds per loop)
JPG is best for image-heavy ads. PNG maintains transparency for flat graphic ads. GIF can be used for animated or video banners up to 15 seconds long.
Dimensions
As mentioned previously, the standard LinkedIn banner size is:
- 646 x 200 pixels (for desktop)
This applies to static desktop banners. For mobile or animated banners, the following sizes are also accepted:
- 300 x 200 pixels (mobile)
- 600 x 500 pixels (animated)
Provide both desktop and mobile versions for responsive design on all devices.
File Size
LinkedIn enforces a strict file size limit of:
- 150 KB or smaller
This keeps load times fast. Use image compression and limit animation frames to meet the 150 KB requirement.
Text Limit
To ensure readability, LinkedIn recommends:
- 70 characters maximum for headline text
- 25 characters maximum for secondary descriptive text
Keep body text short, descriptive, and focused. Rely more on visuals to convey the message.
Additional Specs
Other LinkedIn banner ad specs include:
- Ads are not expandable
- Clickthrough URL required
- Third-party tracking pixels supported
- No pop-ups, overlays, mouseover effects
Simple display ads link out; complex interactive ads are not allowed. Third-party services can track clicks.
Testing LinkedIn Banners
To ensure your LinkedIn banners will be approved and deliver results, be sure to test them thoroughly first. Here are some tips:
- Preview on LinkedIn’s ad preview tool
- Check image quality and compression
- Confirm clickthroughs work properly
- Review on multiple device screens
- Share with colleagues for feedback
- Refine design and messaging as needed
Iterating and improving your banners before submitting them will increase the chances of approval. Minor issues can sometimes slip through, so test rigorously.
Common LinkedIn Banner Problems
Some common reasons LinkedIn may reject banner ads include:
- Wrong dimensions like height and width
- File size over 150 KB limit
- Animation over 15 seconds long
- Pop-ups, overlays, mouseover effects
- Slow load times over 10 seconds
- Errors in clickthrough URLs
Carefully following the specs when creating banners helps avoid these pitfalls. Check your work to catch errors before submitting.
Optimizing LinkedIn Banners
To optimize LinkedIn banners for better performance:
- A/B test different design variants
- Refine messaging for target audience
- Monitor CTRs and tweak creative
- Ensure mobile and desktop consistency
- Update banners regularly
Optimization is an ongoing process. Continually test and analyze results to improve clickthrough rates.
Best Practices for LinkedIn Banner Ads
Keep these top tips in mind when creating LinkedIn banners for great results:
- Follow specs precisely – LinkedIn reviews submissions closely
- Design for business mindset – Keep imagery and tone professional
- Highlight value proposition – Demonstrate how you can help
- Ensure readability – Clear text and message
- Use concise text – Follow character limits
- Mobile-friendly – Responsive across devices
- Call-to-action above the fold – Drive clicks
- Reinforce brand – Consistent with other marketing
- Test extensively before launch – Confirm functionality
- Optimize frequently – Improve CTRs over time
With thoughtful creative strategy and design optimized for LinkedIn users, your banner ads can effectively reach this professional audience.
Frequently Asked Questions
How much do LinkedIn banner ads cost?
LinkedIn banner ad pricing is based on an auction-style cost per click (CPC) model. Current average costs range from around $5-10 per click. Premium targeting and positioning can drive costs higher.
Where do LinkedIn banners appear?
LinkedIn banners show up on high-traffic pages like the LinkedIn homepage, user profiles, notifications, search pages, groups, jobs, and more. They provide strong visibility to an engaged audience.
Are LinkedIn banner ads effective?
With their prominent placement and professional targeting, LinkedIn banners can be an effective awareness driver. Clickthrough rates up to 0.08% are possible. Creative, audience, and bid optimization all impact performance.
What’s the difference between desktop and mobile banner sizes?
Desktop LinkedIn banners are 646 x 200 pixels. Mobile banner size is 300 x 200 pixels. You must design responsive banners to work on both.
Can you animate LinkedIn banners?
Yes, animated GIF banners up to 15 seconds long and 600 x 500 pixels are supported. Keep file size small even with animation frames.
Do LinkedIn banners work on mobile?
Yes, LinkedIn banners appear on both desktop and mobile. Mobile and desktop versions are required, with mobile banners at 300 x 200 pixels.
What are some alternatives to LinkedIn banner ads?
Some other LinkedIn ad options include Sponsored Content, Text Ads, Message Ads, Dynamic Ads and more. Each have their own use case benefits.
Conclusion
By following LinkedIn’s specifications, designing professional appealing banners, and continually optimizing performance, LinkedIn banner ads can deliver great brand visibility and website traffic. A 646 x 200 pixel artboard size in Figma ensures you can design properly sized banners right from the start. Test thoroughly before launch, analyze results frequently, and refine your LinkedIn banners over time for maximum impact.