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The Complete Guide to LinkedIn Ad Specs in 2022

LinkedIn has been a platform where 4 out of 5 members are decision makers with a 750+ million audience & 57+ million business pages. This makes it very attractive for businesses to advertise on LinkedIn.

But the specifications for these ads changes & are confusing, so we came up with this detailed guide that will help you in posting Ads on LinkedIn. 

Different LinkedIn ads can be used for different purposes to name a few –

  1. Brand Awareness: If you want that more people know about the company then ads like Single Image, Carousel, Video, Text & Dynamic ads.
  2. Lead Generation: LinkedIn is a great platform to get you quality leads from ads like Single Image, Video, Message & Conversation ads. Apart from these, you can use Lead Gen Forms for more details about members.
  3. Engagements: Carousel, Message & Conversation ads are the types that will get you more members to engage with your content.
  4. Job Options: When you want to create more job opportunities then you must utilize Text, Dynamic & Message ads.    
  5. Video Views: If you are posting videos related to your company & products but don’t get many views. Then you can use video ads to expand your exposure.
  6. Website Visits: Attracting the audience to your website can be a task. But if you use Dynamic ads, Single Image & Carousel ads then you will see skyrocketing numbers.

So, if you want to reap the benefits of LinkedIn ads then you have to know the particular details of the Ads specifications. This guide will help you through such details.
Apart from this, you can also get tips to optimize your ads on LinkedIn by better use of the specifications.

Just before jumping into this list of ad specs, if you are using LinkedIn for Lead generation & Outreach, then you must see Prospectss. Prospectss is now a leading site for lead generation, data & outreach with their simple, fast & accurate tools.

Table of Content

LinkedIn Ad Specs of Sponsored Ads

Sponsored Content Ads appear in feeds on both desktop & mobile versions of LinkedIn. They are used to generate leads, create brand awareness, wide outreach & establish connections to get them through the sales funnel.LinkedIn Ad Specs Sponsored Ads Sponsored ads are further shown in different categories:

  • Single Image Ads
  • Video Ads
  • Carousel Ads
  • Event Ads

LinkedIn Ad Specs: Single Image Ad

Single image ads are a sponsored content ad format. The ads include one image & appear directly in the LinkedIn feed of members of your ad campaign’s target audience.Linkedin single image ad specs

Image Ad Specification

  • Supported file types: JPG, PNG, or GIF
    Note: Animated GIF images are to be converted as Static GIF images before uploading.
  • Maximum file size: 5 MB
  • Image aspect ratios:
    • Horizontal: 1.91:1 (Preferred ratio for better display in feeds). Applicable on Desktop & Mobile version
      • Minimum: 640 x 360 pixels
      • Maximum: 7680 x 4320 pixels
    • Square: 1:1. Applicable on Desktop & Mobile version
      • Minimum: 360 x 360 pixels
      • Maximum: 4320 x 4320 pixels
    • Vertical: 1:1.91 (Preferred ratio for better display in feeds). Applicable only on the Mobile version
      • Minimum: 360 x 640 pixels
      • Maximum: 2340 x 4320 pixels

linkedin single image ad specsRemember, if you are using an image with a resolution of fewer than 400 pixels in width, then the image will be shown as a thumbnail in the LinkedIn Feed. So always make sure of this that your ad doesn’t get spoiled.
Also, if you are using Square or Vertical images, then there can be a chance that your image gets cropped when shared by other users.

Single Image Ad Text Specification 

  • Name of the ad (optional but preferred): Maximum limit of 255 characters
  • Introduction text: Better use around 135 – 150 characters to avoid truncation (maximum 600 characters). Note: Truncation is based on the width of the screen & not on characters, so the value might differ.
    • The introduction text should be written in any legal language.
    • Any URL in this section that is more than 23 characters will be converted to a shorter link.
  • Ad Headline: Better use around 55 – 70 characters to avoid truncation (maximum 200 characters)
  • Ad Description: The range here should be 90 – 100 characters to avoid truncation (maximum 300 characters).
    • Advertisements appearing on other apps & websites through the LinkedIn Network Audience may vary the character limit.
    • LinkedIn’s latest version for mobile and desktop rarely shows description text.
  • Call-to-action (CTA): You can use one or two CTA from the below options
    Apply, Download, Learn More, Sign Up, Subscribe, Register, Join, Attend & Request Demo.

Destination URL Specification 

  • URL prefix: http:// or https://
  • URL characters: Maximum 2000 characters for destination field URL
  • Some points to remember for your destination URL:
    • Some special characters like < > # % { } [ ] and others cause errors when they’re added to the query string at the end of the URL. Sometimes, links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.
  • If you want to link a video on other apps such as Youtube or Facebook, the video won’t be embedded in your ad.

Tips to Optimize Single Image Ad 

What makes your content better than others?
Personally, the thing which can make Single Image Ads go viral is to be simple & short. Also, it should be talking about an issue to be relevant, innovative & real.
The better your content, the greater the chance that it can go viral through likes, comments & share when you sponsor the post.
Here are a few suggestions that you can keep in mind:

  • Headlines: Keep the headline short around preferably under 60 characters.
  • Content for the audience: The message of the ad must contain a positive spirit as it gives an attitude that your product is problem-solving to your audience. Posts should provide clear value oriented towards helping professionals be more productive & successful by giving some important facts, hacks & themes.
  • Eye Catching: To grab the attention, start with a question, quote, or fact.
  • Build Connection: Use “You” to speak to your audience. This makes them more connected & makes them read completely.
  • Take some cooling off time: If a Business account posts update excessively, it will be subject to review by LinkedIn. This could risk having their LinkedIn Page deleted.
  • Do not Spam: Posts that seemed to be spam will not get shared. This can affect your business & account for losing followers.

Examples for Single Image Ads

example linkedin image ad specsZendesk LinkedIn AdLinkedIn ad specsLinkedIn AdThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsAmazon Web Services LinkedIn Ad

LinkedIn Ad Specs: Video Ad

Engage the knowledgeable audience with brilliant videos on desktop & mobile versions of LinkedIn. Video ads allow you to inform a rich story about your brand, position yourself as an idea leader, or share stories of customer success.
LinkedIn ad specs Video Ads

Video Ad Dimensions

  • Landscape (16:9):
    • Minimum: 640 x 360 pixels
    • Maximum: 1920 x 1080 pixels
    • Shown on both Desktop & Mobile Version
  • Square (1:1):
    • Minimum: 360 x 360 pixels
    • Maximum: 1920 x 1920 pixels
    • Shown on both Desktop & Mobile Version
  • Vertical (4:5):
    • Minimum:360 x 640 pixels
    • Maximum: 2340 x 4320 pixels
    • Shown only on the Mobile version
  • Aspect ratio tolerance: 5%

LinkedIn Video Ad specs Video Ad Technical Specification

  • Length
    • Minimum: 3 seconds
    • Maximum: 30 minutes
      Suggestion: Members spend an average time of around 10-15 seconds on video ads. So, try to make an ad around 15 seconds for better outreach.
  • File size: Between 75 KB to 200 MB 
  • File format: MP4
  • Frame rate: Less than 30 FPS (frames per second)
  • Audio format: MPEG4 or AAC
  • Audio size: Less than 64KHz
  • Video captions (optional): SRT format
  • Video thumbnail (optional but preferred):
    • File format: JPG or PNG
    • Maximum file size: 2 MB
    • Tip: The aspect ratio and resolution of the video thumbnail and video should match.

Video Ad Text Specification 

  • Name of the ad (optional but preferred): Maximum limit of 255 characters.
  • Introduction text (optional): Better use around 135 – 150 characters to avoid truncation (maximum 600 characters).
  • Video headline: Try using around 65 – 70 characters to avoid truncation on most devices (maximum 200 characters).
  • Call-to-action (CTA): You can use one or two CTA from the below options.
    Apply, Download, Learn More, Sign Up, Subscribe, Register, Join, Attend & Request Demo.

Destination URL Specification

  • URL prefix: http:// or https://
  • URL characters: Maximum 2000 characters for destination field URL
  • Some points to remember for your destination URL:
    • Some special characters like < > # % { } [ ] and others cause errors when they’re added to the query string at the end of the URL. Sometimes, links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.

Things to Know

  • The length of videos that are less than 20 seconds will replay & be on a loop when completed.
  • All the video ads must have a video file uploaded directly to LinkedIn. You can not upload a link from other sites like YouTube or Vimeo.
  • You can not upload more than 25 videos in a timeline of 24 hours in Campaign Manager.
  • Video ads can only be uploaded from a desktop device & not from your mobile device.
  • If a member unmutes the video in their desktop feed & scrolls down immediately (in less than 2 seconds), Then, the video will continue playing even if less than 50% of the video is visible on screen.
  • Ads can be rejected if they do not meet LinkedIn’s advertising guidelines.
  • Vertical aspect ratios are recommended as they take less time to load.

Tips to Optimize Video Ad

Video Ads presents the company with a platform to deliver customized information to the decision-making & niche audience on LinkedIn in a creative & concise way. To optimize the performance of your Video Ads, you can do the following:

  • Start with your Trump Card: Members react very quickly to the ads. If they see your ads as lengthy, then they will scroll past that quickly. So, try to show the most important part of the content in the first 10 seconds of your video.
  • Find the Best Format: Test different ad formats to find the best combination of video length, dimension & content.
  • Visual Beauty: Use texts, graphics & people to deliver your message that fans viewers’ interest.
  • Audience Convenience: Try adding subtitles to your video.

Examples for Video Ads

example linkedin video ad specs

Unilever LinkedIn AdThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsApple LinkedIn AdThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsLVMH LinkedIn Ad

Carousel ads are a Sponsored Content ad format that appears in the LinkedIn feed. They feature multiple images that can be scrolled through. You can attract members by narrating them in short as well as in a very creative way. Also, you can be very descriptive at the same time.
LinkedIn ad specs Carousel Ads

Carousel Design Specification

  • File Type: JPG or PNG
  • Ratio: 1:1
  • Max Resolution: 4320x 4320px
  • Min Resolution: 312 x 312px
  • Recommended Resolution: 1080 x 1080 pixels

LinkedIn Carousel ad specs Carousel Ad Specification

  • Name of the ad (optional but preferred): Maximum limit of 255 characters.
  • Introduction text: Better use around 135 – 150 characters to avoid truncation (maximum 600 characters)
  • Card headline: Maximum limit of 45 characters
  • Number of carousel cards: 2-10
  • File size: 10 MB (Maximum)

Destination URL Specification

  • URL prefix: http:// or https://
  • URL characters: Maximum 2000 characters for destination field URL
  • Some points to remember for your destination URL:
    • Some special characters like < > # % { } [ ] and others, cause errors when they’re added to the query string at the end of the URL. Sometimes, links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.
  • Carousel ads that direct to a destination URL have a maximum limit of 45 characters.  
  • Carousel ads with a Lead Gen Form CTA have a maximum limit of 30 characters. 
  • Carousel cards may be directed to different destination URLs. But if the Lead Gen Form option is selected, then CTA will link to the same Lead Gen Form for all carousel cards.

Tips to Optimize Carousel Ad

Carousel ads are a Sponsored Content ad format that appears in the LinkedIn feed. Carousel ads feature multiple images that can be scrolled through in the ad.

  • Be Concise: Keep your ad around 5 cards, so that your audience gets impressed with the specific point content. Also, most of the members don’t go beyond 5 cards.
  • Make sure the images are as per specifications: Carousel ads specifications are only available in Square format like 1080 x 1080px or 2040 x 2040px. This is very different from standard Sponsored Content.
    If you upload Sponsored Content images that aren’t the recommended size, then they may still accept the image & post it. But, with grey letterboxing around them.
  • Leverage Lead Gen Forms: Each Carousel ad can only link to one Lead Gen Form, but that form can include custom fields. If this format supports your objectives, leverage Lead Gen Forms with custom fields to learn more about your leads.
  • Have a Flow: Create a carousel of content that speaks to a similar theme or break down a large piece of content into carousel cards. Use visual storytelling to pique your audience’s interest.
  • Test & Optimize: See what variations work best for your audience. You can also test & improve the number of cards you can include in your ad. You can run the cards in different orders, so test & learn.
  • Edit & Review Beforehand: Once your ad is saved, you cannot edit the carousel cards.
  • Do not Spam: Posts that seemed to be spam will not get shared. This can affect your business & account for losing followers.

Example for Carousel Ads

example Linkedin carousel ad specs Canva LinkedIn AdThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsSalesforce LinkedIn AdThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsWeWork LinkedIn Ad

LinkedIn Ad Specs: Event Ad 

Event ads allow you to promote LinkedIn Events from your Page to an audience in the same niche. Like a Sponsored Content ad format, Event ads are displayed in a Member’s LinkedIn feed on desktop & mobile versions.
Promote your LinkedIn Event to the professionals of your niche including decision makers & practitioners. Event ads can capture your target audience’s attention as they scroll through their LinkedIn feed. Because of its format that provides all the event info they need like date, time & where to join. 
40% of Beta customers saw their cost per registration decreasing when they used event ads vs similar sponsored content single image ad campaigns.

Event Ad Design Specification

  • Image ratio: 4:1 (the image will be taken automatically from the Event page)

Event Ad Text Specification

  • Event name (optional but preferred): Maximum limit of 255 characters
  • Introduction text: Better use around 135 – 150 characters to avoid truncation (maximum 600 characters).

Event Ad Destination URL Specification

  • Event URL: Required, it should be from LinkedIn Event page URLs only. The reason for this is that image for the Event Ad will then be scraped from the LinkedIn Event page.
  • URL prefix: http:// or https://
  • URL characters: Maximum 2000 characters for destination field URL
  • Some points to remember for your destination URL:
    • Some special characters like < > # % { } [ ] and others, cause errors when they’re added to the query string at the end of the URL. Sometimes the links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.

Examples for Event AdLinkedIn event ad specs

Roche LinkedIn Ad

LinkedIn Ad Specs for Sponsored Messaging

Sponsored Messaging is an efficient way to reach your audience with an ad delivered directly to your target audience’s LinkedIn Message inbox. This means that you can engage with members where they increasingly spend most of their time & while they’re in a professional mindset.

LinkedIn Ad specs Sponsored messagingIs Sponsored Messaging Available in the EU?

Through Sponsored Messaging ads, LinkedIn provides members the ability to personalize & control the content they see on LinkedIn. This helps the advertisers to engage their target audiences in the Message box. But LinkedIn also has the responsibility towards members to control their experience.
As a result, the recent judgment by the European Court of Justice (ECJ) restricts the display of sponsored inbox ads to individuals based in the European Union (EU). Based on this new legal interpretation, LinkedIn discontinued EU location targeting on all Sponsored Messaging campaigns which were enforced from January 10, 2022.
So if you have to advertise in EU nations then you can do the following

    • Delete all EU locations from all active Sponsored Messaging campaigns. There can be a chance that no action is taken on messaging campaigns targeting EU members. But the messages will not be sent.
    • If a campaign includes both EU & non-EU targeting, the campaign will still deliver to non-EU members only.
    • So to reach members in the EU, you have to use an alternate ad format like single images, video ads, or carousels.

LinkedIn Ad Specs: Conversations Ad

Conversation ads are Messaging ads displayed to members in your niche LinkedIn Message inbox on desktop & mobile devices. You can set up multiple call-to-action buttons that take your target audience to your specified landing pages or connect with them in a form of conversation.
Conversation ads may appear to be sent from a company or a LinkedIn member’s profile. Ads will appear in Messaging with the Sponsored label.
LinkedIn Conversation Ad specs

Conversation Ad Text Specifications

  • Name of the ad (optional but preferred): Maximum limit of 255 characters 
  • Sender: Select from available senders or add a sender
  • Introduction text: Maximum limit of 2,000 characters  
  • Custom footer & terms of conditions (optional): Maximum limit of 2,500 characters 
  • Call-to-action (CTA) button: Maximum limit of 25 characters 
  • CTA buttons per message: Maximum limit of 5 buttons

Conversation Ad Design Specifications

  • Banner (optional): Available for only Desktop Version
  • File type: JPG or PNG format
  • File size: Maximum limit of 2 MB
  • Resolution: Optimize result at 300 x 250 pixel (also maximum limit)
  • Image (optional):
  • File type: JPG or PNG format
  • File size: Maximum limit of 5 MB
  • Resolution: Optimize result at 250 x 250 pixel (also maximum limit)

Conversation Ad Destination URL Specifications

  • URL prefix: http:// or https://
  • URL characters: Maximum 2000 characters for destination field URL
  • Some points to remember for your destination URL:
    • Some special characters like: < > # % { } [ ] and others, cause errors when they’re added to the query string at the end of the URL. Sometimes the links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.

Tips to Optimize Conversation Ad

  • Make your CTAs source of information: Use multiple messages & buttons to give your audience options to explore their relevant interest. At least 2 CTAs must be there so you give your prospects the information they need in bits, not in bulk to make their experience more engaging.
    Here are some templates by LinkedIn like driving trials and demos, offering professional services & promoting your podcast. You can also edit any of the templates to make them your own.
  • Be interactive: The tone of the message should be warm & helpful. Make the member’s experience like they are having an informative chat with a person they know.
  • Don’t make them leave: Don’t include “Not Interested” CTAs. Uninterested recipients will simply close the ad. Instead, concentrate on CTAs that can get you qualified leads.
  • Attract them with images: Though optional, Images make your content more approachable & establish a connection with the members.
  • Add Lead Gen Form: With the Lead Generation campaign objective, one of your CTA buttons must click to open a Lead Gen Form. Only one Lead Gen Form can be linked per ad.
  • Remember the Guidelines: Ads can be rejected if they do not meet LinkedIn advertising guidelines.
  • Only a few ads at a time: To maintain the member experience & help your ads reach members in your target audience promptly, LinkedIn controls the number of times a member can receive Sponsored Messaging within a given span of time. As a result, it’s unlikely the same member will receive your ad again within a short period.

Example for Conversation AdConversation ad specs

LinkedIn Ad Specs: Message Ad

Message ads are LinkedIn ads displayed to members in your niche LinkedIn Message inbox. Message ads include a single call-to-action button. Since message ads can be accessed through both desktop & mobile, ensure that your content is optimized for viewing on both platforms.

LinkedIn Message ad specs

Message Ad Text Specification

  • Name of the ad: Maximum limit of 255 characters 
  • Sender: Select from available senders or add a sender.
  • Message subject: Maximum limit of 60 characters 
  • Message text: Maximum limit of 1,500 characters
  • Call-to-action (CTA) button: Maximum limit of 20 characters 
  • Clickable links: Maximum limit of 3 links
  • Hyperlinked text in the message: Maximum limit of 70 characters 
  • Custom Terms & Conditions: Maximum limit of 2,500 characters 

Message Ad Design Specification

  • Banner:
    • File type: JPG, GIF (static), or PNG 
    • Maximum file size: 2MB
    • Resolution: 300 x 250

Destination URL Specification

  • URL prefix: http:// or https://
  • URL characters: Maximum 1,024 characters for destination field URL
  • Some points to remember for your destination URL:
    • Some special characters like: < > # % { } [ ] and others, cause errors when they’re added to the query string at the end of the URL. Sometimes the links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.

Talent Direct Specification

  • Sender’s name: Maximum limit of 30 characters 
  • Subject line: Maximum limit of 60 characters 
  • Message text: Maximum 1,500 characters 
  • Clickable message text links: Can set up to 3 links
  • Hyperlinked message text: Maximum 70 characters
  • Call-to-action (CTA) button: Maximum 20 characters 
  • URL prefix: http:// or https://
  • URL characters: Maximum 2000 characters for destination field URL
  • Custom Terms & Conditions: Less than 2,500 characters
  • Banner (optional): 300 x 250
    • File type: JPG, GIF (static), or PNG 
    • Maximum file size: 40kb
    • Click-through URL

Tips to Optimize Messaging Ad

  • Attract with banner: Though optional, it would be great to consider using an image banner for the branding.
  • Best days to reach: You can try on any weekday but for an optimal response for your ads. But it is advisable to send these messages on Tuesday & Wednesday as optimal days to reach.
  • Overall content design: Try to make the content relevant by letting the member know how this ad can benefit them. 
  • Subject line: The subject line should be personable, concise, interesting & friendly.
    Note: Sending the message ad from an account with a profile image & bio mentioned to make the members trust & positively contribute to your campaign. 
  • Customized greeting: You can insert a custom greeting & type your salutation like Hello or Hi.
    Then add %FIRSTNAME%, %LASTNAME% to dynamically insert the member’s first name & last name. (ex. Hi %FIRSTNAME%, will appear as Hi John, for the member receiving the message ad)
  • Body: 
    • Start your message off with a personal introduction & a clear intention that specifically speaks to your audience.
    • Keep the content short, generally around 500 characters
    • Formatting options like bulleting, italics, bolding & underlining are available, although we recommend keeping the formatting simple & conversational since you’re in a conversation space.
    • Avoid using characters like < > # % { } \ ^ ˜ [ ] ` in the URLs that you include within the body of your message. These characters can cause an error with the hyperlink.
    • Ensure that the call-to-action hyperlink communicates clearly what’s to be expected on your landing page or LinkedIn Lead Gen Form. Use LinkedIn Lead Gen Forms to capture quality leads using forms that are pre-filled with LinkedIn profile data. Lead Gen Forms are available for mobile & desktop versions.

Example for Messaging AdMessage ad specs

Difference between Conversation Ad & Message Ad

Conversation Ad & Messaging Ad are ad formats under Sponsored Messaging. These ads are displayed in your target audience’s LinkedIn Messaging. The ads are displayed on desktop & mobile devices. But only when members are active on LinkedIn.

  • In Message ads, you can display a targeted message with a single call-to-action button. Message ads can be mostly a one-way communication campaign with members that get impressed would click on the CTA & visit the landing page. 
  • With conversation ads, you’ll set up multiple call-to-action (CTA) buttons that link to your landing pages, open a LinkedIn Lead Gen Form & encourage engagement with more information within the next message. The predesigned responses to their selections are determined through your message decision tree.

Personally, the Conversation ad is an exciting type to reach the target audience. Since this ad engages & drives response from the members, which can provide more qualified leads for you. Apart from this, You can track the performance of both types & select accordingly.

LinkedIn Ad Specs for Lead Gen Form Ad

Lead Gen Forms are templates from LinkedIn Campaign that can be attached to ads like single images, carousel images, videos, messages, or conversations to collect information from the member if they click on the call-to-action button. The form is automatically filled with the member’s contact & profile information

LinkedIn lead gen form ad specs

Lead Gen Form Details

  • Form name: Must be filled. Maximum limit of 256 characters to name your Lead Gen Form. The form name is only displayed in Campaign Manager.
  • Language: The form language must match your chosen language for your campaign.
  • Offer headline: Must be filled. Maximum limit of 60 characters.
  • Offer details: Can be around 70 characters to avoid truncation (Maximum limit of 160 characters).
  • Privacy policy URL: Must be left blank & must start with http:// or https://
  • Use this field for a webpage that describes your company’s privacy policy & what purpose to take this information as a member chooses to submit it.
  • Privacy policy text (optional): Maximum limit of 2,000 characters to explain how you’ll use the member’s data & link to your company’s privacy policy.

Lead Details & Custom Questions

  • Profile information: You can select up to 12 profile demographic question fields. First name, Last name & Email address are automatically picked but may also be not taken if you choose.
  • Custom questions (optional but preferred): Add up to 3 optional Custom questions. Each field has a maximum of 100 characters.
  • Custom questions count toward the 12 questions maximum for your form
  • Custom questions are required fields a member needs to answer to submit the form
  • Fields are supported by many marketing CRM 
  • Multiple choice questions allow members to choose from a list of answers you define
  • Single-line text questions allow members to enter a free-text answer
  • Custom checkboxes (optional): Choose up to five optional Custom checkboxes to get members’ specific consent for additional ways you intend to use their information.
  • Custom checkboxes don’t take more than the 12 questions for your for
  • The Checkbox message has a maximum of 500 characters
  • You can make Custom checkboxes required or optional fields for the member to complete

Lead Gen Form Confirmation Message

  • Message: Must be blank. It should be less than 300 characters to write a thank you message to members who submit a response to the Lead Gen Form.
  • Landing page URL: Must be blank & must start with http:// or https://.
    Use this field to provide a landing page to members who submit a response to the Lead Gen Form. If you linked to a whitepaper or other virtual asset. LinkedIn does not automatically send any assets to members.
  • Thank you message call-to-action: Choose a call-to-action from the dropdown menu. The call-to-action selected will link to the landing page URL.
  • You can select up to twelve informational fields when creating a Lead Gen Form.

Lead Gen Form Custom Questions

You can also enter up to 3 custom questions on your Lead Gen Form.

  • Custom questions count can go up to 12 questions maximum for the entire form.
  • Custom questions are required fields that the member needs to answer to submit the form.
  • These fields are supported by all marketing automation or any CRM partners besides Microsoft.
  • Multiple choice custom questions allow the member to choose from a list of advertiser-defined answers.
    Note: The first answer will be auto-selected by default.

Lead Gen Form Custom Checkboxes

You have the option of adding custom checkboxes to get the members’ specific consent for any additional ways you intend to use the information they submit on the form.
You can enter up to five custom checkboxes on a Lead Gen Form.

  • Custom checkboxes are not included in your total number of form fields (maximum 12).
  • Enter the use description that you’d like your campaign audience to see next to your checkbox (maximum 500 characters).
  • Custom checkboxes are optional when creating a Lead Gen Form; you are not required to add custom checkboxes to your form.
  • You can make custom checkboxes required or optional fields for the member to complete on your Lead Gen Form.

Example for Lead Gen Form AdLinkedIn lead gen adsThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specs

IR LinkedIn Ad

LinkedIn Ad Specs: Text Ad

Text ads include a headline, brief text & an image. They may be placed on the right rail of various LinkedIn desktop pages.

LinkedIn Ad specs Text adsText Ad Specification

  • Ad image:
    Image size: 100 x 100 pixels
    Image format: JPG or PNG
    File size: Less than 2MB
  • Ad Headline: Maximum limit of 25 characters
  • Ad Description: Maximum limit of 75 characters
  • Destination URL: URLs must have the “http://” or “https://” prefix.
    You may use up to 500 characters for the destination link.
  • Click tracking for destination URLs is supported.
  • If you add URL parameters for third-party tracking, do not use quotation mark characters within the parameter settings to avoid technical errors with reaching your destination URL.
  • Some points to remember for your destination URL:
  • Some special characters like: < > # % { } [ ] and others, cause errors when they’re added to the query string at the end of the URL. Sometimes the links with unsafe characters can be accepted, but those may not be supported in all browsers.
  • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.

LinkedIn Text Ad specsText ads appear in a variety of sizes, including:

  • 300 x 250
  • 700 x 170
  • 160 x 600
  • 728 x 90
  • 496 x 80

Example for Text AdsThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specs

LinkedIn Ad Specs for Dynamic Ad

Dynamic ads are personalized ads that are customized as per each member based on their LinkedIn profile data. Each member sees their personalized information in the ad. But, the member profile information is not displayed to other members. The profile information for this personalized ad from the Members can be blocked if they want to.
LinkedIn Dynamic Ad specsDynamic ads on LinkedIn can be further categorized as:

  • Follower Ads
  • Spotlight Ads
  • Job Ads

LinkedIn Ad Specs: Follower Ad

Through, Follower ads stimulate members to follow your LinkedIn Page. These dynamic ads are customized as per each member as they feature their profile photo next to your company logo. The ad appears on the right rail of the feed. Along with it, their first name & your company name are in the ad. The Follower ad is available only in the desktop version.

Follower Ad Specifications:

  • Ad image:
    Image size: 100 x 100px
    Image format: JPG or PNG

    Remember: If your company logo is less than 100 x 100px then the image will appear pixelated & members will find it unattractive.
    Company logos that are not square will be reduced so that the largest dimension fits. A company logo greater than 100 x 100px will be cropped.
  • Ad description (Above the image): You can choose from the options suggested by LinkedIn or you can write your own custom text. The maximum limit is 70 characters.
    Remember: Suggested options are automatically translated but the custom text is not.
  • Ad headline (Below the image): You can choose from the options suggested by LinkedIn or you can write your own custom text. The maximum limit is 50 characters.
    Remember: Suggested options are automatically translated but the custom text is not.
  • Company name: Maximum limit here is 25 characters. Your organization’s name is displayed when a member hovers the cursor over the company logo.
  • Call-to-action (CTA) button: LinkedIn provides you with some CTAs from which you can choose.
    If any member doesn’t follow your company will see this ad with default
    Follow CTA. While the members following your company will see the CTA you selected will be dynamically displayed. Here are some of the CTAs which are available –

    • Visit Company (default): Redirect to the Page tab of your LinkedIn Page.
    • Visit Jobs: Redirect to the  Jobs tab of your LinkedIn Page.
    • Visit Life: Redirect to the  Life tab of your LinkedIn Page.

Follower Ad Clickable Areas:

  • Clicks on the Logo will open your LinkedIn Page.
  • Clicks on the  Follow button follow your organization & will take you to the  Overview tab of your LinkedIn Page.
  • Clicks on  Visit Company will take you to the  Page tab of your LinkedIn Page.
  • Clicks on  Visit Jobs will take you to the  Jobs tab of your LinkedIn Page.
  • Clicks on  Visit Life will take you to the  Life tab of your LinkedIn Page.

Default Actions by LinkedIn:

  • When member profile images are not available, the company logo will be in the center of the ad & the profile image will be removed.
  • When member names are not available, “LinkedIn Member” will be used.

Example for Follower Ad

LinkedIn Follower ad spec

LinkedIn Ad Specs: Spotlight Ad

Spotlight Ads are a type of dynamic ad that attracts members to the company’s website or the landing page. These dynamic ads are customized to each member based on their LinkedIn profile data, like profile photo, company name, or job title. These ads are available only on the desktop version. These ads are seen on the right rail of the LinkedIn feed.

Spotlight Ad Specifications:

  • Ad image:
    Image size: 100 x 100px
    Image format: JPG or PNG

    Remember: If your company logo is less than 100 x 100px then the image will appear pixelated & members will find it unattractive.
    Company logos that are not square will be reduced so that the largest dimension fits. A company logo greater than 100 x 100px will be cropped.
  • Ad description (Above the image): You can choose from the options suggested by LinkedIn or you can write your own custom text. The maximum limit is 70 characters.
    Remember: Suggested options are automatically translated but the custom text is not.
  • Ad headline (Below the image): You can choose from the options suggested by LinkedIn or you can write your own custom text. The maximum limit is 50 characters.
    Remember: Suggested options are automatically translated but the custom text is not.
  • Company name: Maximum limit here is 25 characters. Your organization’s name is displayed when a member hovers the cursor over the company logo.
  • Call-to-action (CTA) button: Maximum limit of 18 characters
  • Some points to remember for your destination URL:
    • Some special characters like: < > # % { } [ ] and others, cause errors when they’re added to the query string at the end of the URL. Sometimes the links with unsafe characters can be accepted, but those may not be supported in all browsers.
    • If your URL is getting an error, copy everything after “?” in the URL & paste it into a URL encoder like Meyerweb or URL Encoder & paste those result URLs there.
  • Custom background image (optional):
    Image size: 300 x 250px
    Image format: JPG or PNG
    File size: Less than 2MB

    Note: Using this format will remove the ad description & member profile image.

Spotlight Ad Clickable Areas

  • Clicks anywhere on the ad (background, text, CTA, etc.) will take you to the designated URL like the website or landing page.

Spotlight Ad Default Actions by LinkedIn:

  • When member profile images are not available, the company logo will be in the center of the ad & the profile image will be removed.
  • When member names are not available, “LinkedIn Member” will be used.

Example for Spotlight Ads

The Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specsThe Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specs

LinkedIn Ad Specs: Job Ad

Jobs ads are a type of dynamic ad that allows you to promote one or more job opportunities to qualified LinkedIn members. Job ads are customized to encourage relevant candidates to apply to your company. This will increase traffic to active job openings based on members’ skills & experience.
Job ads can be placed at two places on LinkedIn:

  1. Right rail is only on the desktop version.
  2. People Search result pages are on the desktop & mobile versions.

Job Ad Specifications

  • Ad image:
    Image size: 100 x 100px
    Image format: JPG or PNG

    Remember: If your company logo is less than 100 x 100px then the image will appear pixelated & members will find it unattractive.
    Company logos that are not square will be reduced so that the largest dimension fits. A company logo greater than 100 x 100px will be cropped.
  • Company name: Maximum limit of 25 characters
  • Ad headline: You can choose from the options suggested by LinkedIn or you can write your own custom text. The maximum limit is 70 characters.
    Remember: Suggested options are automatically translated but the custom text is not.
  • Call-to-action (CTA) button: You can choose from one of the suggested CTAs or add your own custom text. For “Picture Yourself” & “Jobs Page” ads, the CTA is automated. For the “Jobs of Interest” ad, you can customize the CTA.
    • Note: Suggested options are automatically translated but the custom text is not. The maximum limit is 44 characters with spaces.

Default Actions by LinkedIn

  • The Picture Yourself ad format will be shown to members who are fit for one or two current job descriptions at the company.
  • The Jobs You May Be Interested In ad format will only be shown to members who have at least three suitable job opportunities from the company.
  • If the member has no proper job match with your company, then the Jobs Page ad format will be shown. This will be redirecting them to the LinkedIn Page jobs tab to explore opportunities.

Examples for Job Ad

The Complete Guide to LinkedIn Ad Specs in 2022, linkedin ad specs

 

Tips to Optimize Dynamic Ads

Dynamic Ads on LinkedIn allow you to engage with LinkedIn members by right-rail ads automatically personalized for each individual based on their profile.

  • Choose your Dynamic Ad format based on your objective. 
  • Follower ads: expand your audience and acquire more followers for your LinkedIn Company or Showcase Page
  • Spotlight ads: share thought leadership, best practices, insights, and valuable content with your target audience.
  • Job ads: get more applicants for your job postings.
  • Include one clear message and call-to-action on each Dynamic Ad.
  • Capture your audience’s attention with visual personalization:
    • Check the box to enable your target audience’s profile photo to appear in the ad. Remember, this is unique to each prospect.
    • Select pre-set templates that include macros to have each member’s name and company appear in the text of the ad.
  • For follower ads, exclude existing followers from seeing your ad to ensure you’re gaining net new prospects. You can do this on the targeting page.
  • For spotlight ads, try uploading a custom background image to add more visuals to your ad.

Advertisement Rules for LinkedIn

Advertisements that are against the LinkedIn guidelines will be removed from the site. In the future, other sponsored posts may also be restricted from the same advertiser on LinkedIn.
So if you are looking to post an advertisement on LinkedIn then you must know about it & follow them. There is a brief description of the regulations given below as per LinkedIn’s instructions for advertising on the site:

  • True to words: The content of your advertisements should be correct. They do not trick or lie to the audience.
  • Contact details: You can include a single link and either a single email address or phone number.
  • Advertising text: It should be using only standard spelling, grammar, capitalization, punctuation, or repetition.
  • Language: Language used in the advertisement should be appropriate & fair. They should not be offensive in nature or insult anyone.
  • Discrimination: Even though some of the below events are legal in a regional jurisdiction, LinkedIn does not allow ads that advocate, promote, or contain discriminatory hiring practices or denial of education, housing, or economic opportunity. This is based on age, gender, religion, ethnicity, race, or sexual preference. Ads that promote the denial or restriction of fair and equal access to education, housing, credit, or career opportunities are prohibited.
  • Prohibited Products: You cannot advertise adult content, affiliate advertising, alcohol, copyrighted content, counterfeit goods, data collection & privacy, drugs & related products, fake documents, gambling, hacking & cracking, health matters, loans & financial services, occult pursuits, opposition, political or religious content (exceptions apply), scams, questionable downloads, tobacco, weapons & fireworks.
  • Link behavior: Do not deceive, confuse, or anyway mislead the members who click on your advertisement.
  • Sensitive Content: Advertisements should not show any illegal products, dating sites, gambling, hate or violence, weapons, financial status, multi-level marketing programs, inflammatory religious or political content & more.
  • Trademarks: You cannot use any trademarks that are not legally permitted to use.

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