LinkedIn event ads allow you to promote events, webinars, conferences, and more to your target audience on LinkedIn. To create effective event ads, it’s important to understand the recommended image sizes, text limits, and other specs. In this article, we’ll break down all the key requirements and best practices for setting up LinkedIn event ads.
Image Sizes
The image you choose for your LinkedIn event ad is a key visual component, so you want to make sure you’re using the right image dimensions. Here are the recommended image sizes for LinkedIn event ads:
Ad Format | Image Size |
---|---|
Sponsored Content | 1200 x 627 pixels |
Sponsored InMail | 200 x 200 pixels |
Text Ads | 1200 x 627 pixels |
Dynamic Ads | 1200 x 627 pixels |
As you can see, the standard image size for most LinkedIn event ad formats is 1200 x 627 pixels. This allows your image to display nicely in the feed on desktop and mobile. For InMail ads, a smaller square 200 x 200 image works best.
Aim to use high-quality, eye-catching images that promote your event well and will get attention. Images with text overlays tend to perform better than images alone.
Text Limits
In addition to image sizes, you also need to pay attention to the text limits for headlines, ad copy, and more. Here are the key text limits to keep in mind:
Ad Section | Character Limit |
---|---|
Headline | 150 characters |
Ad Copy | 700 characters |
Call-to-Action Text | 35 characters |
InMail Subject Line | 90 characters |
InMail Body Copy | 1100 characters |
Your headline should be catchy and informative, clearly conveying the benefit of your event. Keep your ad copy succinct and compelling. Use your limited characters wisely to share the event details and value proposition.
Targeting Options
One major advantage of LinkedIn advertising is the ability to target your ads based on robust professional demographic and interest data. Here are some of the main ways you can target LinkedIn event ads:
Location
Target ad viewers by country, state/province, city, or radius around a location. This allows you to geo-target local events.
Company
Target employees of specific companies that are relevant to your event. For example, target companies in your industry vertical.
Job Title/Function
Target ad viewers by their job title or department to reach your ideal roles. For an engineering conference, target software engineers for example.
Interests/Skills
Target viewers based on the interests and skills listed on their profile to reach those most interested in your event topic. For a marketing conference, target interests like digital marketing, social media marketing, and more.
Member Schools
Target alumni of certain universities and schools that are relevant to your event.
Interactions
Target people who have already engaged with your LinkedIn company page, ads, or content.
Matched Audiences
Target existing contact lists, website traffic, or CRM data.
Demographics
Target age, gender, seniority level, and more.
Bidding Options
When setting up your campaign, you can choose between paying per click (CPC) or per impression (CPM).
With CPC bidding, you pay each time someone clicks your ad. The downside is that you pay even for people who don’t convert. With CPM bidding, you pay for every 1,000 impressions, so you’re paying for visibility.
CPM bidding works well for branding campaigns with a broad reach. CPC bidding makes more sense if you have a conversion objective like registrations.
You set a max bid amount and your ads will be automatically optimized for your goal over time. Start low with your CPC or CPM bid to collect data on what works. Gradually increase your bid to improve performance.
Landing Page Best Practices
Your LinkedIn event ad should direct viewers to a customized landing page that sells the benefits of attending your event. Here are some top tips for creating high-converting landing pages:
– Include clear event details like date, location, agenda, speakers, pricing, and call-to-action.
– Use compelling headlines, subheads, images, and copy to sell the value of your event.
– Make registration seamless with online forms and payment processing.
– Share testimonials and reviews from past events to build trust.
– Use video and images to showcase previous events.
– Add social proof elements like a visitor counter and limited availability notices.
– Offer early bird or limited-time discounts to create urgency.
– Provide other ways to engage like email signups, downloads, etc.
– Optimize page speed, mobile responsiveness, SEO, and lead capture.
Measuring Performance
Key metrics to track the performance of your LinkedIn event ads include:
Impressions
The number of times your ads are displayed. Aim for a low cost per impression (CPM).
Clicks
The number of clicks on your ads. Look at click-through rate (CTR) and cost per click (CPC).
Conversions
Registrations, downloads, purchases, email signups, etc. Track conversion rate (CVR).
Engagement
Comments, likes, shares, follows. Useful social proof metrics.
Cost
How much you’re spending overall and per conversion. Target a low cost per conversion.
Regularly analyze these metrics to optimize your ads, target the right audiences, and achieve your event marketing goals. With the right targeting and messaging, LinkedIn events ads can significantly boost registrations and attendance.
Conclusion
Promoting events on LinkedIn can expand your reach to qualified professional audiences. By following the recommended specs and best practices covered in this guide, you can create effective ads that drive registrations and event success. Use the right combination of compelling images, text, and targeting to generate interest in your event and conversions.
Make sure to track key metrics around impressions, clicks, conversions, engagement, and costs. Continuously optimize your LinkedIn ads based on performance data. With a strategic approach, LinkedIn event ads provide a major opportunity to fill your event pipeline and boost attendance.