Understanding LinkedIn Ad Formats

LinkedIn, with its vast network of professionals, offers a diverse range of ad formats to help businesses achieve their marketing objectives. Each format is designed to cater to specific goals, whether it's driving brand awareness, generating leads, or recruiting top talent. Let’s explore the various LinkedIn ad formats and how they can elevate your advertising strategy.

Single Image Ads

Single Image Ads are similar to standard posts but are marked as "promoted" and can include a compelling image to capture attention. These ads are versatile and can serve multiple objectives from brand awareness to lead generation.

Specs:

• Introductory text: Up to 150 characters (600 max)
• Destination URL: Up to 2,000 characters
• Ad image: JPG, GIF, or PNG under 5MB

Carousel Ads

Carousel Ads feature a series of swipeable cards, allowing you to tell a more immersive story. They're particularly effective for engagement and showcasing a range of products or services.

Specs:

• Minimum of two cards, maximum of ten
• File size per card: 10MB max
• Image dimension per card: 4320 x 4320 pixels max

Conversation Ads

Conversation Ads offer a personalized, interactive experience, akin to a choose-your-own-adventure story. They can include multiple CTAs and are great for engaging users in a deeper conversation about your offerings.

Specs:

• Introductory message: Up to 8,000 characters
• CTA text: Up to 25 characters
• CTA buttons per message: Up to five

Document Ads

Document Ads allow you to share long-form content like whitepapers or presentations directly on LinkedIn, which can be a powerful lead generation tool.

Specs:

• File types: PDF, DOC, DOCX, PPT, PPTX
• File size: Up to 100 MB
• Number of pages: Ideally under 10 (up to 300 pages max)

Video Ads

Video Ads are a dynamic way to showcase your brand’s story or highlight customer experiences. They're effective for increasing brand recall and engagement.

Specs:

• Video length: 3 seconds to 30 minutes
• File size: 75KB to 200MB
• Aspect ratios: Various, including horizontal (16:9) and vertical (9:16)

Event Ads

Event Ads are designed to promote LinkedIn events, helping to increase reach and drive event registrations.

Specs:

• Introductory text: Up to 150 characters (600 max on desktop)
• Image: Automatically uses the LinkedIn Event thumbnail

Follower Ads

Follower Ads are dynamic ads that encourage users to follow your LinkedIn Page, personalized with the viewer's details.

Specs:

• Ad headline: Up to 50 characters
• Company name: Up to 25 characters
• Ad image: Company logo; 100 x 100px

Lead Generation Forms

Lead Generation Forms are integrated with Sponsored Content and Messaging to gather user information with pre-filled forms, streamlining the lead capture process.

Specs:

• Form name: Up to 256 characters
• Headline: Up to 60 characters
• Privacy policy text: Up to 2,000 characters

Spotlight Ads

Spotlight Ads personalize the ad experience by featuring the viewer's details and direct users to your landing page or website upon clicking.

Specs:

• Ad headline: Up to 50 characters
• Company name: Up to 25 characters
• Image: 100 x 100px

Single Job Ads

Single Job Ads help you target the right candidates by promoting job openings in users' feeds.

Specs:

• Introductory text: Up to 150 characters (600 max on desktop)
• No additional specs provided for job ads

Thought Leader Ads

Thought Leader Ads boost content from influential individuals within your organization to enhance brand credibility and engagement.

Specs:

• Ad format: Must be a single image or video ad
• No additional specs provided for thought leader ads

Conclusion

LinkedIn's array of ad formats offers marketers the flexibility to design campaigns that resonate with their target audience. By understanding the unique features and specifications of each ad type, businesses can strategically tailor their content to meet their advertising goals on this professional networking platform.