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LinkedIn Ads Specs – All Rules

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If you want to build your business, you should be on LinkedIn. Statistics show that the platform for professional networking is beneficial. In comparison to Facebook and Twitter, it has a 277 percent higher potential for generating new business leads.

The reason for this is that LinkedIn is a meeting place for people who make decisions. In addition, LinkedIn members have two times the purchasing power of regular Facebook users, other members are more likely to invest in a particular solution provider. Aside from member clout, LinkedIn’s algorithms promote content fast and widely. This approach enables your first, second, third, and even fourth-degree contacts to see more of the material you advocate.

LinkedIn advertising is also highly effective. Objective-based advertising is now possible. Some examples are as follows-

  • Website Surveying: It’s as simple as telling folks to go to your website to get them there. There are many different kinds of Website Visits ad types. Some examples include text advertising, sponsored content, dynamic advertising, and sponsored InMail.
  • Meeting: Increase the number of people who engage with your content or the number of people who follow your company’s profile on social media.
  • Video Watch time: Increase the number of individuals who watch videos by promoting them.
  • Leading Group: Create a network of potential clients by joining LinkedIn’s well-known groups.

Target Capabilities

Advertisers have a complicated relationship with targeting. The worry that your ads won’t reach a wide enough targeted audience can lead to low-quality leads or fewer leads than necessary to generate a return on your investment. To make up for this, LinkedIn provides a wide range of targeting possibilities. You can narrow your focus by using the following methods-

Targeting States and Territories

We should target Members according to where they live or where they go on vacation.

Facets for Targeting Customizable

Optional targeting lets you target a specific group of people by choosing from five main groups, each with a slew of subgroups. These are a few examples-

  • Company: Use relationships inside the company, the industry, the size, the company name, and the number of followers to narrow your focus.
  • Demographics: Determine your target audience based on the age and gender of your members.
  • Education: Aim for specific topics of study, member schools, and degrees from these organizations.
  • Work History: Set goals based on the member’s current position and seniority.
  • Interests: Members’ interests and Groups narrow the focus of the campaign.

Identical Groups of People

Advertisers can match their website traffic, company lists, and email lists with LinkedIn members using Matched Audiences. Upload your target list and serve advertising based on the names of companies, email addresses, and demographic targeting by job function or seniority are all options available to you. In addition, with LinkedIn’s account and contact retargeting features, you can generate more targeted and compelling leads.

Audience size LinkedIn estimates

The size of your audience and makes advertising recommendations based on the different ad kinds you use. For example, while Sponsored Content and Messaging advertising need at least 300k members to be effective, text ads should target an audience of 60k to 400k people.

Various types of LinkedIn advertisements are available

LinkedIn ad spec best practices follow regardless of the type of LinkedIn ad you choose. In any case, before we get into ad sizes on LinkedIn, let’s have a look at the different types of ads available on the network.

Ads on the internet

LinkedIn display advertising comes in four shapes: a medium rectangle, a skyscraper, a leaderboard, and a text link.

LinkedIn Ads Specs Infographic

Medium Rectangle Style Display Ads:

Rectangular display advertising in the medium size range appears in search results for terms related to your business or industry. Ads that show above the fold are always here.

Medium Rectangle Style Ad

Skyscraper Style Ads:

Advertising in the skyscraper style: advertisements that appear in users’ inboxes and message sites.

Skyscraper Style Ad

Leaderboard Style Display Ads:

Advertising on the leaderboard appears at the end of the page.

Leaderboard Style Ad

Text Style Display Ads:

To access a link, click on it in the text link bar at the top of the page, or click here.

Text Style Ad

Display advertising primarily generates leads, aiming to raise brand recognition by appearing on various platforms.

Specifications for LinkedIn Ads

LinkedIn Ad Specs Tools

There are five different sorts of ads available on LinkedIn. Each gives your brand a variety of opportunities to interact with your target demographic. Here are the features and benefits of each ad kind.

Content with a Sponsorship Agreement

You’ll see sponsored content ads on desktop and mobile. In the sales cycle, they create leads, raise brand recognition, and maintain customer connections. The following are some examples of file formats:

Single Image Specs-

Single Image

  • Ad Name (optional)

Your advertising’ names can have a maximum of 255 characters.

  • Introductory Text

For mobile devices, the character limit is 150 (desktop max of 600 characters).

  • URLs length

Short links are generated automatically for URLs longer than 23 characters.

  • Destination URL

Destination links can be up to 2,000 characters long and have the http:// or https:// prefix.

  • Ad Image Type and Size

Save your file as a JPG or PNG no larger than 5 MB.

  • Headline

The maximum character count on mobile devices is 70 (200 max characters).

  • Description

Avoid having your message truncated on mobile devices by using about 100 characters (300 max characters). It varies depending on whether the ads display on LinkedIn Audience Network or not.

  • Call-to-Action (optional)

Have access to numerous call-to-action buttons. Embedded rich media standards are as follows:

1. Image Display Size

Maximum width of 400 pixels, with an aspect ratio of 1.91:1.

2. Max Weight

The recommended PPI (pixels per inch) is 72 for images larger than 100MB.

Note: Your ad’s introduction paragraph should include any legally required language.

Video Ads Specs-

Video Ads

  • Ad Name (optional)

Video ad’s name can be up to 255 characters.

  • Introductory Text (optional)

Intro text can be up to 600 characters long.

  • Video Length

3 seconds every half-hour.

  • File Size

75 KB to 200 MB is the minimum and maximum size options.

  • File Format

Only MP4 format.

  • Frame Rate

The frame rate is less than 30 frames per second.

  • Pixel and Aspect Ratio Requirements

A. Landscape

1.  The full-size image is 360 pixels wide (480 x 360; wide 640 x 360)

2. A resolution of 480 pixels wide by 120 pixels high (640 x 480)

3.   A resolution of 1280 x 720 pixels (960 x 720; wide 1280 x 720)

4.   A resolution of 1920 x 1080 pixels (1440 x 1080; wide 1920 x 1080)

B. Square

For best results, choose resolutions of 600 x 600 pixels or above.

C. Vertical

Images must be at least 500 x 625 pixels in size and no larger than                                                  1920 x 1080 pixels.

  • Resolution

There is no minimum or maximum resolution requirement for 1:1 aspect ratio Video Ads. However, there is one for 1080p video ads.

  • Audio Format

MP4 or AAC format only.

  • Audio Size

Audio size should be a frequency that is less than or equal to 64 kHz in amplitude.

  • Video Captions

Would you mind uploading only in SRT format?

  • Video Headline

Seventy (70) characters are the maximum length to prevent text from truncating on most devices (200 max characters).

  • Destination URL

URLs must begin with http:// or https://. The destination link can have up to 2,000 characters.

  • Call-to-action (CTA)

Various call-to-actions are available.

Carousel Ads Specs-

Carousel Ads

  • Ad Name

Your carousel ad can have a name of up to 255 characters.

  • Introductory Text

Avoid truncation on some devices by using up to 150 characters (255 max characters).

  • Cards

There is a two-card minimum and a ten-card maximum. Each card in the carousel should have the following design:

1. Max File Size

The maximum file size is 10 megabytes.

2. Recommended Individual Image Spec

Resolution: 1080p with a ratio of 1:1.

3. Rich Media Formats Supported

JPG, PNG, and GIF are standard image file formats (non-animated only).

4. Headline Text

Each image card’s headline text can only be two lines long before it’s truncated.

  • Character Limits

1. URLs must begin with http:// or https://. The destination link can be up to                                  2,000 characters long.

2. Carousel ads with a destination URL have a 45-character character limit.

3. Carousel advertisements with a Lead Gen Form CTA have a 30-character                                      character limit.

  • You can use a Lead Gen Form in place of a destination URL in a carousel card.
  • LinkedIn Audience Network does not accept carousel campaigns.

Note: Once you’ve saved your carousel ad, you won’t be able to make changes to it.

InMail Specs-

InMail

It’s safe to say that Sponsored InMail is one of the most sought-after marketing strategies out there. Without the burden of finding email lists, it allows marketing and sales professionals easy access to their target customers. Specifications include the following-

  • Ad Name (optional)

Including spaces, you may enter up to 50 characters.

  • Sender

Choose a sender from the list that appears.

  • Message Subject

You’re allowed a maximum of 60 characters (incl. spaces and punctuation).

  • Message Text

The maximum number of characters is 1,500 (incl. spaces and punctuation).

  • Clickable Links

The maximum number of links is 3.

  • Hyperlinked Text in Message

You may enter a maximum of 70 characters (incl. spaces and punctuation).

  • Custom Terms & Conditions

The maximum number of characters allowed is 2,500 (incl. spaces and punctuation

  • (CTA) Call-to-Action Button Copy

You’re allowed a maximum of 20 characters (incl. spaces).

  • CTA or Landing page URL in hyperlink

URLS Prefixes, such as http:// or https:// Put up to 2,000 characters in your destination link’s a hyperlinked text box.

  • Creative Banner

1. File Resolution is 300 x 250.

2. JPG, GIF, or PNG are all acceptable file types (no flash).\

3. Files up to 40kb can be uploaded.

4. A relevant hyperlink that will take visitors to another website in a new window or tab.

Text Ads Specs-

Text Ads

Text Ads are a little more than what they appear on the surface to be. Advertising on LinkedIn is made more accessible with these ads, which employ small pictures and let advertisers take advantage of LinkedIn’s targeting tools. Specs-

  • Ad Image

100 x 100 pixels; a JPG or PNG file no larger than 2MB is required.

  • Ad Headline

Use a maximum of 25 characters (incl. spaces).

  • Ad Description

Use just 70 characters from the available 75. (incl. Spaces).

  • Destination URL

The prefix http:// or https:// must appear in URLs. The destination link can be up to 2,000 characters long.

  • Click Track

It is possible to track the number of times a user clicks on a specific link.

  • Text Ads

Various text ad sizes are available, including-

1. Pixel Ratio 300 x 250

2. Pixel Ratio 17 x 700

3. Pixel Ratio 160 x 600

4. Pixel Ratio 728 x 90

5. Pixel Ratio 496 x 80

Note: Special characters in the URL’s query string may cause problems. We can use this URL Decoder/Encoder if the given URL shows an error. Replace the query string in the URL with a copy of what we copied from Step 2.

Follower Ads Specs-

Follower Ads

To increase the number of people that follow your LinkedIn or Showcase Page, use follower advertisements. You can use profile photographs along with your brand’s emblem, which reduces the value of affiliation. Also included in these adverts are the names of members’ first organizations. Specs-

  • Ad Description (above images)

Pre-written choices or custom text are also acceptable. Though you’ll be able to see your suggested selections in their native language, the tailored content will remain in its original form. It’s okay to insert as many as 70 letters and digits, including spaces.

  • Ad Headline (below images)

Choose from one of the provided headlines or write your own. Custom text, on the other hand, is not automatically translated. Use a maximum of 50 characters when writing your description (incl. spaces).

  • Company Name

The maximum number of characters: 25 (incl. spaces). You won’t see any company names unless you click on your logo to reveal them.

  • Ad Image

         JPG or PNG files must have a minimum resolution of 100 x 100 pixels.

  • (CTA) Call-to-Action

       1. Choose from a wide range of call-to-action buttons.

       2. Follower advertisements, presented to members who have followed your organization,              have CTAs that change dynamically.

       3. Your default Follow CTA is visible to people who aren’t already followers.

  • Survey Company (default)

The link takes you to the Page tab on your LinkedIn profile.

  • Survey Jobs

The link will take you to the Jobs section of your LinkedIn page.

  • Survey Life

The link will take you to the Life section of your LinkedIn profile.

Spotlight Ads Specs-

Spotlight Ads

Members who click on one of your Spotlight Ads come to either your website or a landing page. They, too, feature information from members’ profiles, just as Follow Ads. Specs-

  • Ad Description (above images)

Including spaces, you may enter a maximum of 70 letters and numbers. However, there is no automatic translation of your text.

  • Ad Headline (below images)

Including spaces, you may enter up to 50 characters. However, there is no automatic translation of your text.

  • Company Name

You may enter up to 25 characters, including spaces, in the field below. Then, when a member passes the cursor over your logo, your organization’s name will appear.

  • Company Image

JPG or PNG files must have a minimum resolution of 100 x 100 pixels.

  • (CTA) Call-to-Action Button Text

Use up to 18 characters, including spaces.

  • Landing Page

Tracking destination URLs for third-party clicks is supported (via tracking parameters or redirects).

  • Custom Background Image (optional)

The image’s dimensions must be 300 x 250 pixels, and its file size cannot exceed 2MB.

Note: The ad description and member profile photograph don’t come in this format. The ad’s white area is 276 x 148 pixels.

Job Ads Specs-

Job Ads

Using member profile data, Job Ads advertise one or more job openings. These ads will be seen only to individuals of your audience who have a specific skill set as defined by LinkedIn. It is possible to see these adverts in the form of Jobs You May Be Interested In, Picture Yourself, or on specific jobs pages on the website. Specs-

  • Company Name

Including spaces, you may enter a maximum of 25 characters.

  • Company Logo

The recommended logo size is at least 100 by 100 pixels.

Note: In addition to being less noticeable, small company logos may also perform worse. Logos larger than 100 x 100px will be resized. Logos that aren’t square will have their dimensions shrunk to make room for the full logo.

  • Ad Headline

Select one pre-selected alternative or enter up to 70 characters, including spaces, of your bespoke content.

  • (CTA) Call-to-Action Button Label

Alternatively, you can provide your custom call-to-action (CTA) wording. The call-to-action is pre-programmed for the Picture Yourself and Jobs Page advertising. As with all ads on LinkedIn, you have the option to alter the call to action (CTA).

Content Ads Specs-

Content Style Ads

Lead generation or content download conversions are both possible with Content Ads. However, only LinkedIn-managed accounts have access to these ads, which are part of an ad unit. Specs-

Primary CTA

You can either select one of the given options or create your own CTA using your own words. The default translation includes option suggestions but not custom text. Maximum characters are 75, excluding spaces (including dashes).

Company Name

Including spaces, you may enter a maximum of 25 characters.

Company Logo (optional)

100 x 100-pixel images are the minimum recommended resolution.

Note: Smaller brand logos may look pixelated and won’t perform quite as effectively as larger ones. Logos larger than 100 x 100px will be resized. Logos that aren’t square will have their dimensions shrunk to make room for the full logo.

  • Document Name

Including spaces, you may enter up to 50 characters.

  • Downloadable Document

There are no other formats acceptable excepts PDF. Up to 10 MB files can comprise images, text, and both.

  • Document Preview (optional)

Utilize a maximum of 5 previewed pages at the resolution of 81 x 104.

  • Privacy Policy URL

All URLs should begin with http:// and point to a verified privacy policy.

The destination link can have up to 2,000 characters.

  • Privacy Policy Terms

Include spaces and up to 2,000 characters.

  • LinkedIn Page Follower Count (optional)

Counts the number of people who have followed your LinkedIn page.

Paid Search Ads and Lead Generation Forms

Lead Gen Forms are a new and exciting function that LinkedIn has developed. They simplify the collection of lead information by obtaining it directly from the LinkedIn profiles of its members. In addition, allowing members to pre-fill their knowledge makes it much easier for them and saves a lot of time.

As a bonus, LinkedIn’s dashboard makes it simple to track the effectiveness of your campaigns and download leads directly into your CRM.

Convertr: Convertr

Driftrock: Driftrock

HubSpot: HubSpot

Integrate: Integrate

Leadsbridge: Leadsbridge

Marketo: Marketo

Microsoft Dynamics 365: Microsoft Dynamics 365

Oracle Eloqua: Oracle Eloqua

Salesforce Sales Cloud: Salesforce Sales Cloud

Salesforce Sales Cloud Release Notes: Salesforce Release Notes

Implementation Guide: Implementation Guide

Zapier: Zapier

Analyze the effectiveness of your advertising campaign

Ads on LinkedIn aren’t something you do just because you’d put money into it in the hopes of seeing a profit. Instead, this process necessitates tracking and evaluating the results of your advertising campaigns to determine whether or not your investment is yielding positive results.

Some LinkedIn ad types may perform better than others, in which case you’ll want to concentrate your efforts on them. On the other hand, ads that don’t produce any outcomes may also indicate that you should stop spending money on them.

LinkedIn’s ad manager has a powerful reporting tool that enables you to keep tabs on key performance indicators to evaluate your ads’ effectiveness better. All included are clicks, impressions, CPC, CTR, CPC/CPC, conversions, cost-per-conversion, and leads/cost-per-lead.

View Display Time

Additionally, using the advertising manager, you can keep tabs on how well your ads are doing across various demographics. For example, you’ll be able to monitor how many clicks, impressions, and click-through rates your ads received from people who have a specific job function or title in their firm.

The installation of LinkedIn Insight Tag is a must on your site for precise conversion tracking and demographic statistics to be enabled.

Continue experimenting and fine-tuning your strategy

After looking at the data you’ve gathered through the performance tracking process, you’ll see that there are several areas where your ads might need some improvement.

Test different ad kinds, creatives, copy, and CTAs on LinkedIn using A/B testing. What resonates with your target market can help you make your ads even better.

Using A/B testing to optimize your ad targeting is an additional option you may want to consider as well. Change your targeting criteria slightly to see which audiences respond most to your adverts. By doing this consistently, you’ll be able to improve your LinkedIn ad targeting and receive more bang for your buck over time.

Grow more quickly by using LinkedIn’s advertising services

LinkedIn advertising may be a powerful tool for connecting with the appropriate customers and expanding your business. However, when you’re just getting started, it’s easy to become overwhelmed.

The strategies outlined above can help you develop a successful LinkedIn advertising campaign and create quality leads.

Automation vs. LinkedIn Ads: 3 Solutions to Consider

Ads on LinkedIn can be a terrific method to get your brand in front of your target audience, especially if you’re trying to reach a particular niche of potential customers. Take this into account, however, LinkedIn ads aren’t doing much for you right now.

A common criticism about LinkedIn ads is that they are both pricey and ineffective. It’s easy for your ad expenditure on LinkedIn to balloon.

If you want to succeed, you must:

  • Establish a daily spending limit.
  • Take into account your CPC and CPM minimum and maximum bids.
  • Focus on bottom-funnel conversions while also launching awareness initiatives at the top.
  • After that, you’ll need to run a slew of tests (typically one at a time) to determine the most effective ad combination.

At least $100 a day, or $5,000 in total, is what LinkedIn recommends for testing (Source). If you don’t keep an eye on your spending, you’ll quickly exhaust your campaign budget.

Instead of utilizing a generic technique to target an audience, LinkedIn automation uses a more specific approach that targets a particular individual.

Therefore, you can use LinkedIn advertisements to promote your content or lead magnet to reach your intended audience and hope they click on it.

More direct communication is now possible with LinkedIn automation. For example, you issue a connection request to your leads (using your customized template with customization tags) and set up your social selling follow-ups for when they accept it.

With the latter, the possibilities are virtually limitless.

Conclusion

Businesses have one of the best opportunities to generate leads and raise brand awareness with LinkedIn Ads. Since it’s an excellent marketing tool, advertisers may effectively and efficiently reach their target audiences using a professional network.

LinkedIn advertisements can be an exceptionally efficient approach to connecting with prospects and customers for a quick refresher.

There’s a good chance you can utilize LinkedIn ads to reach your target audience if they’re on the platform.

Don’t forget to factor in your spending limit and long-term goals.

You have a lot more options with LinkedIn automation when setting up outreach campaigns and contacting your leads. Moreover, it does so at a far lower cost.

 

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