To launch an effective campaign on LinkedIn, it’s essential to keep in mind LinkedIn Ads specifications. In this post, we explain to you the essentials!

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Single Image Ad

• · Ad name: Up to 255 characters, but it is optional.

• · Introductory text: LinkedIn allows to add a maximum of 600 characters, but it’s recommended to write less than 150 characters for the desktop version to avoid truncations.

• · Headline text: Add copies with a maximum of 200 characters, but you should write up to 70 characters.

• · Description: Use 100 characters to show all the text and avoid truncations, but you can add a maximum of 300 characters.

• · URL: Must contain up to 2000 characters.

• · URL prefix: http:// or https://.

• · Images terms: LinkedIn’s recommendations are to use a 1200 x 627 pixels image, a format generating an average of 38% more clicks.

• · File types: You can include are JPG or PNG with a maximum size of 5MB.

• – Images ratios:
  • 1.91:1: horizontal and form desktop and mobile versions.
  • 1:1: square and for desktop and mobile versions.
  • 1:1.91: vertical and for mobile versions.

• · CTA (call to action); You can choose between Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Video Ads

• · Introductory texts: They are optional. It is allowed to add a maximum of 600 characters. For the desktop version, a headline text should include up to 150 characters to avoid truncations. On the other hand, for the mobile versions, LinkedIn cuts copies with more than two lines (approximately up to 90 characters).

• · Headline text: It should include up to 70 characters to avoid truncation on most devices, but you can add a maximum of 200 characters.

• · Video file type: It must be MP4. On the other hand, the video sound format has to be AAC or MPEG4.

• · File size: It can be between 75KB and 200MB. The video sound file has to be less than 64KHz.

• · Video length: It has from 3 seconds to 30 minutes. LinkedIn recommends adding 30 frames per second.

• · Headline: It should include up to 70 characters to avoid truncation on most devices.

• · Landing URL page: It is required with a maximum of 2,000 characters. The URL prefix has to begin with http:// or https://.

• · CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Carousel Ads

• · Introductory text: LinkedIn allows to add a maximum of 255 characters but also recommends the same as for the single image ad and video ad.

• Headline text: Each image card has to contain a maximum of two lines to avoid truncation. If a carousel ad directs to a landing page, there’s a 45-character limit. For lead gen forms CTAs, the copy must contain up to 30 characters.

• · Destination URL: It is required and it must contain up to 2000 characters. It has to begin with http:// or https://.

• · File type: It must be JPG or PNG with a ratio 1:1. The max image dimension is 6012 x 6012 px. It’s advisable to add images with 1080 x 1080 px to avoid grey mailboxes around the images, generating a bad experience for the target audience. LinkedIn allows to include between 2 and 10 cards with a maximum file size of 10MB. It’s important to take into that it’s not possible to add videos.

• · CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Message Ads

• · Message subject: It must be shorter than 60 characters.

• · Message text: It must be shorter than 1500 characters and can also include up to 3 hyperlinks.

• · Footer: You can add an optional custom footer with a maximum of 2,500 characters.

• · Banner image: It is optional, and the image size must be 300 x 250 px and 2MB.

• · Landing page URL: It is required, and it must contain up to 1,024 characters. It has to begin with http:// or https://.

• · CTAs: Use up to 20 characters for the CTAs.

Conversation Ads

• · Ad Name: It is optional. You have to add a maximum of 50 characters.

• · Message subject: It must be shorter than 60 characters.

• · Message text: It has to include up to 1,500 characters. Also, you can insert top 5 buttons with 20 characters on each.

• · Footer: You can add an optional custom footer with a maximum of 2,500 characters.

• · Landing page URL: It is required, and it must contain up to 1,024 characters. It has to begin with http:// or https://.

Event Ads

• · Event name: It should contain a maximum of 55 characters.

• · Introductory text: It has to be shorter than 600 characters. However, LinkedIn recommends introducing 150 ch.

• · Image: It must be 4:1 aspect radio. It will be pulled from the Event page to the Event Ad.

Dynamic Ads

Follower Ads

• · Company Name: You can introduce up to 25 characters.

• · Ad Description: It has to be up to 70 characters.

• ·Ad Headline: It has to include up to 50 characters.

• · CTAs: visit careers, visit company, visit jobs visit life.

Spotlight Ads

• · Company Name: You can introduce up to 25 characters, and the ad size image must be 100 x 100 pixels.

• · Ad Description: It has to be up to 70 characters.

• ·Ad Headline: It has to include up to 50 characters.

• · Brackground image: It’s optional and its size is 300 x 250 pixels. The company logo and the background images type have to be JPG or PNG with a file size of 2MB.

• · Landing page URL: It is required, and it must contain up to 500 characters. It has to begin with http:// or https://.

• · CTAs: Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join Attend and Request Demo.

Job Ads

• · Ad Description: It has to be up to 70 characters.

• · Company Name: You can introduce up to 25 characters, and the ad size image must be 100 x 100 pixels.