A Comprehensive Guide to LinkedIn Ad Formats
Table of Contents
If you’re planning a LinkedIn campaign, knowing the different ad formats and their dimensions is crucial for success. LinkedIn offers a variety of ad formats tailored for different goals, whether you’re aiming to boost brand awareness, generate leads, or drive website traffic. Here’s a comprehensive guide to the LinkedIn Ad Formats you can choose from, including the dimensions you’ll need for each.
1. Sponsored Content
Sponsored Content ads appear directly in the LinkedIn feed, blending in with organic content but marked as “Sponsored.” These ads are great for sharing articles, videos, and other content to drive engagement.
Dimensions
- Single Image Ads: 1200 x 628 pixels (aspect ratio 1.91:1) or 1200 x 1200 pixels (aspect ratio 1:1)
- Video Ads: Minimum width: 360 pixels; recommended: 1920 x 1920 pixels (aspect ratio 1:1) or 1920 x 1080 pixels (16:9)
- Carousel Ads: 1080 x 1080 pixels per card (aspect ratio 1:1)
- Event Ads: Aspect Ratio 4:1 (image will be pulled from event page)
- Document Ads: File Type PDF, DOC, DOCX, PPT or PPTX; File Size 100 MB
- Click-to-Message Ads: Max. 7680 x 4320 pixels
- Connected TV Ads: Recommended 1920 x 1080 pixels (aspect ratio 16:9)
When to Use It
Use Sponsored Content to promote blog posts, case studies, eBooks, or videos directly in your target audience’s feeds. This versatile format can suit a variety of objectives, from brand awareness to lead generation.
Tips for Success
- Choose eye-catching visuals and ensure your images are high-resolution
- Keep text minimal but impactful to encourage clicks
- Include a clear call-to-action (CTA)
2. Sponsored InMail
Sponsored InMail delivers personalized messages directly to LinkedIn users’ inboxes. These ads mimic traditional email marketing but are delivered through LinkedIn, making them feel more personal and engaging.
Dimensions
- Banner Image: 300 x 250 pixels
When to Use It
Sponsored InMail is perfect for delivering personalized invitations to events and webinars or offering targeted content like case studies or whitepapers.
Tips for Success
- Personalize the message to increase relevance and engagement
- Keep your copy concise and to the point
- Include a banner image to enhance the message visually
LinkedIn Ad Formats are like the Simpson family: Sponsored Content is Homer - widely recognized and always at the center of the action - Dynamic Ads are Lisa, smart and adaptive, and Text Ads are Bart, delivering quick and direct message
3. Text Ads
Text Ads are simple and straightforward ads that appear in the sidebar or at the top of LinkedIn pages. They consist of a short headline, brief text, and an optional image.
Dimensions
- Image: 100 x 100 pixels
- Headline: Up to 25 characters
When to Use It
Text Ads are cost-effective and great for driving traffic to your website or landing pages. They’re best for quick, clear messages and targeting specific audiences.
Tips for Success
- Use compelling headlines that grab attention
- Keep your messaging direct and focused
- Regularly test different versions to see what performs best
4. Spotlight Ads
Spotlight Ads are personalized ads that automatically pull LinkedIn profile details like the user’s photo, name, and job title into the ad to create a more personalized experience.
Dimensions
- Image: 100 x 100 pixels
When to Use It
Dynamic Ads are ideal for personalized engagement, such as encouraging users to follow your LinkedIn page or apply for job openings.
Tips for Success
- Personalization is key – leverage LinkedIn’s dynamic features to make each ad feel unique
- Use a strong, clear CTA to drive user action
5. Lead Gen Forms
Lead Gen Forms are ad formats that capture leads directly within LinkedIn. When a user clicks on your ad, the form pre-fills with their LinkedIn profile information, making it easy for them to submit their details.
Dimensions
- Lead Gen Forms are integrated within Sponsored Content, Sponsored InMail, or Carousel Ads, so the dimensions match those formats.
When to Use It
Use Lead Gen Forms to capture contact details for webinars, whitepapers, or demos with minimal friction. This format is great for generating high-quality leads efficiently.
Tips for Success
- Offer a compelling incentive, like an eBook or webinar access, to encourage form submissions
- Keep the form fields to a minimum to reduce drop-offs
- Follow up with leads quickly to keep them engaged
Final Thoughts on LinkedIn Ad Formats
LinkedIn offers a variety of ad formats, each with its own strengths and ideal use cases. By understanding these formats and their dimensions, you can better plan and execute LinkedIn campaigns that resonate with your audience and achieve your marketing goals. Whether you’re looking to boost brand awareness, generate leads, or drive traffic, there’s a LinkedIn Ad Format to help you get there.
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