What are the requirements for LinkedIn document ad?

LinkedIn document ads allow advertisers to promote documents like PDFs, Word docs, PowerPoint presentations, and more directly within the LinkedIn feed. This makes it easy to share in-depth content with your target audience. However, there are certain requirements these documents must meet in order to be approved for advertising on LinkedIn.

Allowed File Types

The first requirement is that your document must be one of the approved file types. LinkedIn currently allows the following file types for document ads:

• PDF
• Word (.doc and .docx)
• PowerPoint (.ppt and .pptx)
• Excel (.xls and .xlsx)

So any document you want to promote needs to be saved as one of those file types. Other types like images, MP3s, ZIP files, etc. are not supported at this time.

File Size Limit

There is also a file size limit for LinkedIn document ads. The maximum file size is 100MB. Any document larger than that will be rejected by LinkedIn’s automated review system. This limit ensures documents can load quickly and smoothly for viewers.

The ideal file size is between 3-5MB for the best results. Very large files, even if under 100MB, tend to have lower click-through and download rates according to LinkedIn.

Contents of the Document

LinkedIn has strict policies around the contents allowed in advertised documents. All documents go through an automated screening process upon upload. Here are some key guidelines on document contents:

• No malicious content like viruses, spyware, etc.
• No offensive, harassing, or otherwise inappropriate content.
• No adult-only or age-restricted materials allowed.
• Content must be relevant to your target audience.
• Documents should be high-quality and designed for marketing purposes.

Documents identified as having malicious, offensive, or age-restricted content will be rejected. Low-quality documents like plain text files may also fail to pass review if they lack visual design and appear to be spam.

Call-to-Action Overlay

LinkedIn requires all document ads to have a strong call-to-action (CTA) overlay. This call-to-action appears over the document preview image and prompts the viewer to download or view the document.

Some best practices for your CTA overlay include:

• Use short, compelling text like “Download Now” or “View Report”.
• Make the CTA text large and eye-catching.
• Use high-contrast colors for the text and background.
• Include a relevant emoji like 📑 or 📊 if appropriate.

Avoid weak CTAs like “Click here” or no CTA at all. LinkedIn will reject documents without a strong call-to-action overlay. This helps drive downloads and views for your document.

Thumbnail Image

You also need to upload a thumbnail image that will display with your document ad. This thumbnail visually represents your document in the LinkedIn feed. It should follow these requirements:

• Be high resolution, at least 600×315 pixels.
• Visually represent the contents of your document.
• Use minimal text – the image should be mostly visual.
• Be eye-catching and professional-looking.
• Avoid busy backgrounds that distract from the image.

The thumbnail gives viewers their first impression of your ad, so having an attractive, relevant image is key. Take the time to design or choose the right thumbnail image for your document.

Accurate Ad Text

The ad text you write to go along with your document ad must accurately represent the contents of the document. Avoid exaggerated claims or misleading text. The ad copy should summarize what the viewer can expect to find in your document.

Your ad text should:

• Briefly explain the purpose of the document.
• Touch on the key topics covered.
• Use descriptive adjectives related to the content.
• Include your company name and reinforce your brand if applicable.

Accurate, transparent ad text builds trust and authority. Misleading copy will cause LinkedIn to reject your ad.

Landing Page

Once someone clicks your document ad, they will be sent to a landing page where they can view or download the file. This landing page should meet these requirements:

• Mobile-friendly: Loads fast on all devices.
• Secure connection using HTTPS.
• Avoid pop-ups, slide-ins, or interstitial pages.
• Prominently display your advertised document near the top of the page.
• Match the description from your ad text.
• Contain your contact information if leads will download the document.

Having an optimized, seamless landing page leads to higher download conversion rates for your document. Invest time in creating a quality experience for visitors.

No Gated Documents

LinkedIn does not allow advertisements for gated documents that require the viewer to submit any contact information before accessing the content. This provides a poor user experience.

Some examples of gated documents that cannot be advertised include:

• Ebooks or whitepapers that require an email address to download.
• Research reports where visitors must fill out a form first.
• Presentations that can only be viewed after sharing contact info.

The document must be fully accessible immediately upon clicking your ad. Consider alternative options like lead gen forms after the document is downloaded instead.

Advertiser Identity

LinkedIn requires all document advertisers to accurately identify themselves on the landing page. Your company name, logo, and contact information should be displayed.

Avoid trying to advertise documents while posing as another company or hiding your identity. Transparency builds trust with viewers.

Relevance to Audience

Your document should clearly align with the interests of your target audience on LinkedIn. For example, advertising a technical whitepaper to an audience of HR professionals will lead to low engagement.

Best practices for relevance include:

• Analyze your audience demographics and interests before advertising.
• Align your document’s topics to what your audience cares about.
• Use accurate targeting categories based on industry, job role, skills, etc.
• Test different audience segments and monitor engagement.

Dialed-in targeting and a relevant document leads to higher click-through and conversion rates for your ad.

No Sensationalized Language

Avoid using exaggerated, sensationalized language to promote your document. For example:

• “Shocking report [company name] doesn’t want you to see!”
• “Top secrets to earn 6 figures overnight!”
• “Growth hacking tips that will explode your business instantly!”

This type of hype feels spammy to most viewers. Stick to accurate, business-appropriate language in your ad text and document.

No Malicious Documents

As mentioned previously, LinkedIn scans all advertised documents for malicious content including:

• Viruses, malware, or ransomware
• Harmful scripts or code
• Phishing attempts
• Botnets
• Any programs that access user data or LinkedIn information without consent

Uploading any documents with malicious content will lead to immediate account suspension. Ensure your documents are fully safe for users to access.

Compliance with LinkedIn’s Policies

All LinkedIn ads must comply with their general advertising policies. Key things to keep in mind include:

• No advertising of illegal or prohibited products and services.
• No false advertising claims or deceptive business practices.
• No offensive, objectionable, or age-restricted content.
• No automated scripts that generate fake clicks or impressions.
• No targeting based on sensitive personal attributes like health conditions.

Violating any of LinkedIn’s core ad policies can lead to account suspension. Be sure to thoroughly review their guidelines for document ads and other products.

How to Create Compliant LinkedIn Document Ads

Here is a step-by-step checklist you can use to create compliant, optimized LinkedIn document ads:

1. Choose a relevant, high-quality document in an approved file type under 100MB.
2. Design an eye-catching thumbnail image to represent your document visually.
3. Write accurate, compelling ad text that summarizes the purpose of the document.
4. Create a seamless, mobile-friendly landing page that makes your document easy to access.
5. Ensure your document provides value to your target audience and aligns with their interests.
6. Avoid gated content – make your document accessible immediately upon click.
7. Use a strong CTA overlay on your document preview image.
8. Review LinkedIn’s ad policies and target your ad appropriately.
9. Monitor performance and optimize based on results.

By following these best practices, you can create effective LinkedIn document ads that drive downloads and engagement.

Common LinkedIn Document Ad Rejections

Knowing the most common reasons LinkedIn rejects document ads can help you avoid issues upfront. Here are some top causes for document ad rejections:

• File type not approved – only PDF, Word, PowerPoint, and Excel docs allowed.
• File size exceeds 100MB limit.
• Document contains malicious content.
• Visually unappealing thumbnail image.
• No strong call-to-action overlay on image.
• Landing page is gated or otherwise restrictive.
• Mismatched ad text that exaggerates document contents.
• Low quality or spammy document.

Most rejections happen during LinkedIn’s initial document review. Check these common areas thoroughly before submitting your ad to avoid delays and frustrations.

Appealing Rejected Document Ads

If LinkedIn does reject your document ad, you have the option to appeal the decision and potentially get your ad approved. Here are some tips for appealing rejected ads:

• Review LinkedIn’s feedback on why your ad was rejected. Understand the exact issue.
• Make any necessary changes to your document, landing page, ad copy etc. to address the problem.
• Be polite and professional in your appeal message. Explain the changes you’ve made.
• Provide as much context as possible around your document and target audience.
• Emphasize how your document provides value to LinkedIn members.

Document ads rejected for policy violations like misleading information or offensive content are unlikely to be overturned on appeal. But minor issues like file type or design can possibly be appealed with the right changes.

Conclusion

Promoting documents on LinkedIn can be highly effective when done right. By understanding the requirements around file types, contents, landing pages, and ad copy, marketers can create compliant ads that grab attention.

Avoiding common mistakes like gated content, exaggerated ad text, and inappropriate targeting is key. With a strategic, optimized approach, LinkedIn document ads provide a major opportunity to engage your audience and build authority.

Use this guide as a checklist when creating your next LinkedIn document campaign. Let LinkedIn’s automated review systems work for you by flagging any issues upfront. And test different documents, audiences, and tactics to determine the best performing options.

When crafted carefully and creatively, LinkedIn document ads can become a powerful channel to achieve your marketing objectives and share in-depth content with your target B2B audience.