LinkedIn square ads, also known as sponsored content ads, are an effective way for businesses to reach LinkedIn’s audience of over 740 million professionals. But what size should your LinkedIn square ads be to maximize their impact? This comprehensive guide examines the recommended dimensions and best practices for creating LinkedIn square ads that drive engagement.
LinkedIn Square Ad Dimensions
LinkedIn square ads come in a single size: 400 x 400 pixels. This applies to both static image ads and video ads. Here are the key dimensions to keep in mind:
- 400 x 400 pixels
- Under 150 KB file size
- JPEG, PNG, or MP4 file formats
Ads with these dimensions will display properly across LinkedIn’s desktop and mobile platforms. When uploading your ad creative, LinkedIn recommends keeping the file size under 150 KB to ensure fast load times. JPEG and PNG are the preferred formats for static image ads. For video ads, MP4 is the recommended format.
Image Ad Requirements
In addition to the 400 x 400 pixel size, LinkedIn has a few other requirements for static image ads:
- RGB color mode (not CMYK)
- 72 PPI resolution
- Square 1:1 aspect ratio (avoid portrait and landscape orientations)
Images should use the standard RGB color mode. CMYK can cause color shifting issues. The resolution should be 72 PPI, which is standard for web images. As the name indicates, square ads must maintain a perfect 1:1 square aspect ratio.
Video Ad Requirements
For LinkedIn sponsored video ads, keep these requirements in mind:
- MP4 file format
- Under 100 MB file size
- Under 3 minutes in length
- Square 1:1 aspect ratio
Again, the 1:1 aspect ratio applies to videos as well. Videos can be up to 3 minutes long and up to 100 MB in size. For best results, LinkedIn recommends keeping videos short and focused, ideally 30-90 seconds long. The MP4 format ensures broad compatibility.
Best Practices for LinkedIn Square Ads
Now that we’ve covered the key dimensions and requirements, here are some best practices to create effective LinkedIn square ads:
Keep Text Brief
Square ads have limited real estate, so long blocks of text won’t work. Keep your headlines under 70 characters and body text under 125 characters per section. Use concise messaging that conveys your value proposition.
Highlight Faces
LinkedIn users connect with other professionals, so showing real faces grabs their attention. Images featuring people get higher engagement than generic stock photos.
Use High-Quality Visuals
Visually striking images and video stand out in the LinkedIn feed. Invest in professional, high-resolution visual content.
Design for Mobile
Over 60% of LinkedIn usage comes from mobile, so optimize your ads for small screens. Simplify layouts and amplify key elements.
Leverage LinkedIn Insights
Analyze LinkedIn Insights to see which updates, posts, and content perform best with your target audience. Then create relevant ads using that insight.
Promote Company Pages
Square ads are a great way to promote your LinkedIn Company Page and build your follower base. Include a strong call-to-action to follow your page.
Be Consistent
Keep your LinkedIn ads visually and stylistically consistent with your brand identity for maximum impact.
Using HTML Tables in LinkedIn Ads
Here is an example of how you can use HTML tables to clearly display ad pricing information in a LinkedIn square ad:
| Ad Type | Dimensions | Daily Budget |
|---|---|---|
| Static Image Ad | 400 x 400 px | $10-$50 |
| Video Ad | 400 x 400 px | $50-$100 |
This table summarizes key information about the two main types of LinkedIn square ads in a visually appealing, easy-to-scan format. You could also use tables to compare ad performance metrics or showcase customer or product data relevant to your ad message.
When to Use LinkedIn Square Ads
Here are some of the best uses and objectives for LinkedIn square ads:
Brand Awareness
Build brand visibility and reach new audiences in the LinkedIn feed.
Thought Leadership
Promote ebooks, whitepapers, and other B2B content.
Lead Generation
Drive high-quality leads by gating content behind lead capture forms.
Recruitment
Attract and engage passive job seekers that aren’t actively searching.
Product Launches
Get the word out about new products or features.
Event Promotion
Increase signups and attendance for webinars, conferences, and other events.
Where LinkedIn Square Ads Appear
LinkedIn gives advertisers a few options for placing square ads to reach the desired audience:
LinkedIn Feed
Appears in the main feed users scroll through, similar to Facebook and Instagram.
Sponsored Content
Native ad format mixed into regular posts users are reading.
Message Ads
Appears at the top of the LinkedIn messaging screen.
InMail
Part of InMail messages sent directly to user inboxes.
Text Ads
Text-based ads displayed on the right rail of the LinkedIn feed.
The LinkedIn feed offers the widest reach, but sponsored content blends seamlessly into the native experience. Message ads and InMail enable highly targeted outreach to engage key accounts.
Optimizing and Reporting on LinkedIn Square Ads
Here are some tips to optimize LinkedIn square ads and analyze performance:
A/B Test Ad Creatives
Try different images, videos, copy, and calls-to-action to see what resonates best.
Refine Targeting
Narrow down your audience over time based on high-performing demographics, interests, and company roles.
Track Conversions
Install LinkedIn’s tracking pixel to monitor key conversion events beyond clicks and impressions.
Review Insights
Analyze LinkedIn Campaign Manager insights to see top-performing ads, audiences, and times of day.
Watch Engagement Metrics
Clicks and conversions are important, but also watch likes, shares, and comments for engagement.
By continually optimizing your square ads and analyzing performance, you can deliver your LinkedIn campaigns more efficiently and effectively over time.
Conclusion
With the right 400×400 pixel dimensions, compelling visuals, and smart targeting, LinkedIn square ads can drive results and reach professional audiences. Maintain LinkedIn’s best practices for concise copy, high-quality media, and consistent branding. Use A/B testing, conversion tracking, and campaign insights to optimize your efforts. Square ads are an impactful tool to achieve thought leadership, lead generation, recruitment, and many other B2B marketing objectives on LinkedIn.