LinkedIn ads allow businesses to reach a professional audience and generate leads. To create effective LinkedIn ads, it’s important to understand the various ad formats and size requirements. This article will provide an overview of the dimensions and metrics for the main LinkedIn ad types.
LinkedIn Sponsored Content
Sponsored Content appears in the LinkedIn feed and allows advertisers to publish relevant content to reach their target audience. Sponsored Content comes in 3 formats:
- Sponsored Content (Standard)
- Sponsored Content (Carousel)
- Sponsored Content (Video)
Sponsored Content (Standard)
The standard Sponsored Content ad is a single image/video with accompanying text. Here are the requirements:
| Ad Element | Dimensions |
|---|---|
| Image | 1200 x 627 pixels (1.91:1 aspect ratio) |
| Headline | 25 characters max |
| Body text | 100 characters max |
The key metrics to track for Sponsored Content are:
- Impressions
- Clicks
- Engagement rate
- Click-through rate
- Cost per click
Sponsored Content (Carousel)
The Carousel format allows advertisers to showcase up to 10 images/videos with captions. Here are the requirements:
| Ad Element | Dimensions |
|---|---|
| Image | 1200 x 627 pixels (1.91:1 aspect ratio) |
| Headline | 25 characters max |
| Body text | 100 characters max per asset |
The key metrics to track for Sponsored Content Carousel are:
- Impressions
- Clicks
- Engagement rate
- Click-through rate
- Cost per click
- Carousel card performance
Sponsored Content (Video)
The video format allows advertisers to promote video content. Here are the requirements:
| Ad Element | Dimensions |
|---|---|
| Video | Up to 10MB, 3 minutes max |
| Headline | 25 characters max |
| Body text | 100 characters max |
The key metrics for Sponsored Video are:
- Impressions
- Video views
- Engagement rate
- Click-through rate
- Cost per view
- Video completion rate
Sponsored Messaging
Sponsored Messaging allows advertisers to send targeted messages to LinkedIn members via the Message tab. The ad content includes:
| Ad Element | Dimensions |
|---|---|
| Headline | 25 characters max |
| Body text | 300 characters max |
| Call-to-Action | 20 characters max |
| Image | Landscape: 1200 x 628 pixels |
The key metrics for Sponsored Messaging are:
- Impressions
- Clicks
- Click-through rate
- Cost per click
- Messages sent
Dynamic Ads
Dynamic Ads automatically promote specific products/services to targeted LinkedIn audiences based on their interests and account activities. The ads take the following formats:
Dynamic Ad (Standard)
The standard Dynamic Ad can showcase one product/service at a time. The content includes:
| Ad Element | Dimensions |
|---|---|
| Image | 1200 x 627 pixels (1.91:1 aspect ratio) |
| Headline | 25 characters max |
| Body text | 75 characters max |
Metrics to track:
- Impressions
- Clicks
- Click-through rate
- Cost per click
- Conversions
- Conversion rate
Dynamic Ad (Carousel)
The carousel format can showcase up to 10 products/services at once. The requirements are:
| Ad Element | Dimensions |
|---|---|
| Image | 1200 x 627 pixels (1.91:1 aspect ratio) per asset |
| Headline | 25 characters max |
| Body text | 75 characters max per asset |
Metrics to track:
- Impressions
- Clicks
- Click-through rate
- Cost per click
- Conversions
- Conversion rate
- Carousel card performance
Text Ads
Text Ads are simple text-based ads targeted to specific audiences. They include:
| Ad Element | Dimensions |
|---|---|
| Headline | 25 characters max |
| Body text | 75 characters max |
Key metrics for Text Ads:
- Impressions
- Clicks
- Click-through rate
- Cost per click
- Conversions
- Conversion rate
Conclusion
To summarize, LinkedIn offers a variety of ad formats to meet different campaign objectives. By following the recommended dimensions and tracking key metrics, advertisers can optimize their LinkedIn ads for better performance.
The main LinkedIn ad types include Sponsored Content, Sponsored Messaging, Dynamic Ads and Text Ads. Each format has specific requirements for elements like image size, headline length, and body text.
Common metrics to monitor across all ad types include impressions, clicks, click-through rate, cost per click, conversions and conversion rate. For video ads, video views, completion rate and cost per view are also important.
By understanding the formats and dimensions, advertisers can create effective ads suited for LinkedIn. Analyzing performance metrics allows optimizing campaigns to improve results over time.
Following LinkedIn’s best practices for ad dimensions and tracking key metrics will lead to greater success in reaching the professional audience on the platform.
With over 660 million members worldwide, LinkedIn is a vital platform for B2B marketers. By implementing the right LinkedIn ads and analyzing data, brands can generate quality leads and increase brand awareness with relevant professional audiences.
Understanding the different ad formats available, along with their dimensions and metrics, allows marketers to maximize their LinkedIn advertising results and connect with the right professionals.
Sponsored Content comes in standard, carousel and video options, with varying requirements for elements like image size, headline length and body text.
Sponsored Messaging enables sending targeted messages to LinkedIn members via the Message tab. Key elements include headline, body text, image and call-to-action.
Dynamic Ads automatically promote specific products or services to audiences based on their interests and account activity. Formats include standard and carousel.
Text Ads are simple text-based ads targeted to specific audiences. They contain a short headline and body text.
Metrics like click-through rate, engagement, conversions and cost per click should be measured to optimize LinkedIn ad performance.
By leveraging the right ad formats and dimensions for objectives, and analyzing data, brands can drive better results from LinkedIn advertising.
Understanding the requirements for headers, text, images, videos and calls-to-action allow creating effective, compliant ads.
Optimizing based on key metrics helps improve LinkedIn ad results over time and get the most value from advertising spend.
With the wide reach of LinkedIn’s professional membership, utilizing the platform’s ad offerings can significantly impact B2B marketing and lead generation efforts.
LinkedIn advertising provides unmatched access to engage decision-makers, influencers and potential customers for businesses.