Linkedin ads

Advertising Specifications for Sponsored Content

Link Sharing

 
  • Supplied URL will automatically scrape in title, description, and image.
  • Image can be manually uploaded.
  • Introductory text can be added.
  • All text can be can be manually edited.

Image:

  • Thumbnail image size: 1.91:1 ratio (1200x627px) displayed on mobile.
  • Image must be more than 200px in width.

Note: If your image width is below 200px it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post.

 
  • Images on mobile will not be cropped. Images of other ratios will show in full with subtle white padding.
  • Manual image upload max weight: 5MB
  • Recommended PPI (pixels per inch) is 72.
  • Manual image upload supported types: JPG, GIF, PNG
  • Animated GIFs are not accepted.

Introductory Text:

  • 150 characters max to avoid truncation across most devices (smaller smart phones may truncate earlier).
  • Truncation is based on padding, not character limitation, so results may vary by device.
  • Can hold approximately 600 characters max, but text is truncated around 150 characters and displays "...read more" to expand text.
  • Important: You can insert any legally required language in the introductory text.

Landing Page URL:

  • Characters count toward introductory text limitation.
  • All URLs must have the "http://" "or https://" prefix.
  • URLs longer than 23 characters are shortened by the LinkedIn shortener.

Note: Some special characters cause errors when they are included in the query string at the end of the URL. Some examples include #,|, and {. If the URL you enter for your creative generates an error, consider copying everything after the question mark in the URL and pasting it into a URL Encoder like this one: http://meyerweb.com/eric/tools/dencoder/. Then copy your results and replace the original query string in the URL. This should resolve the issue.

Title:

  • 70 characters max to avoid truncation.
  • Truncation is based on padding, not character limitation.

Description Text (on desktop only):

  • The latest versions of LinkedIn, on mobile and desktop, will not show link description text.


Video and SlideShare Sharing:

  • YouTube, Vimeo, and SlideShare URLs are supported.
  • YouTube specific behavior: Pre-roll advertisements are set within the YouTube player, and not controlled in the LinkedIn interface. Video completion rates and analytics are managed in the YouTube player and will not be available in your LinkedIn account.
    • Only the first click to play videos will be charged. Any subsequent clicks on the video by the same viewer will not be charged.
  • SlideShare Presentation Behavior: In the LinkedIn Feed on desktop, the presentation will click to expand and be viewed onsite. In the LinkedIn Feed on mobile, the presentation will not expand and will be viewed offsite upon click.
  • To change the displayed thumbnail preview, you must change the default thumbnail image with your video service provider.
  • To pre-set your video to start at a different point in the content, use a modified URL from your video service provider. On YouTube and Vimeo, you can generate this modified URL by clicking Sharebelow the video player and then selecting the desired Start at time.

Overall Best Practices:

  • Image Size: 1.91:1 ratio (1200x627px) Industry Standard
  • Introductory Text: 150 characters or less, including the landing page URL
  • Title: 70 characters or less

Embedded Rich Media

 

Image Display Size:

  • 1.91:1 ratio (1200x627px)
  • Image must be above 200px in width.
    • Note: If your image width is below 200px it will not display in the larger image format. Instead, images will appear as a thumbnail on the left side of the post.
  • Images on mobile will not be cropped. Images of other ratios will show in full with subtle white padding.

Max Weight:

  • 100MB
  • Recommended PPI (pixels per inch) is 72

Supported types:

  • JPG, GIF, PNG, PDF, PPT, PPS, PPTX, PPSC, POT, POTX, DOC, DOCX, RTF (MSOFFICE), Apple iWork Pages, ODT, ODP
  • Animated GIFs are not accepted.

Introductory Text:

  • 150 characters max to avoid truncation across most devices.
  • Truncation is based on padding, not character limitation.
  • Can hold approximately 600 characters max, but text is truncated around 150 characters and displays "...read more" to expand text.

Important: You can insert any legally required language in the introductory text.

Landing Page URL:

  • URL must be included and URL characters count toward introductory text limitation.
  • All URLs must have the "http://" "or https://" prefix.
  • URLs longer than 23 characters are shortened by the LinkedIn shortener.

Note: Some special characters cause errors when they are included in the query string at the end of the URL. Some examples include #,|, and {. If the URL you enter for your creative generates an error, consider copying everything after the question mark in the URL and pasting it into a URL Encoder like this one: http://meyerweb.com/eric/tools/dencoder/. Then copy your results and replace the original query string in the URL. This should resolve the issue.

Image Click Behavior:

  • Sponsored Rich Media (e.g. paid updates) clicks through directly to landing page.
  • Organic Rich Media (e.g. update viewed on Company Page) opens image in a light box.

Video:

  • Videos are not supported as they cannot be embedded and we do not allow uploaded videos at this time.

Overall Best Practices:

  • Image Size: 1.91:1 ratio (1200x627px) Industry Standard
  • Introductory Text: 150 characters or less, including the landing page URL

Sponsored InMail

Sponsored InMail provides an effective way for marketers to reach decision makers through a personalized and timely message on LinkedIn. Use LinkedIn's robust targeting to narrow in on an audience who'll benefit from engaging with your message across desktop and mobile.

Sponsored InMail Specifications (300X250)

 

Keep in mind that you must fill out a Sponsored InMail template and complete an InMail submission form no later than five days from the contracted launch date. Please reach out to your Account Manager for the template and submission form.

  • InMail Sender Name: Suggested 25 character maximum (including spaces)
  • InMail Subject Line: Suggested 30 character maximum (including spaces)
  • InMail Description (Desktop only, Optional): Suggested 35 character maximum (including spaces)
  • InMail Body Copy: Suggested 1000 character maximum (including spaces)
  • InMail Button Copy: Suggested 25 character maximum (including spaces)
  • 300x250 Banner Ad
    • File Type: .jpg, .gif (non animated), or .png (no flash)
    • Maximum file size: 40kb
    • Click-through URL
 

Talent Direct specifications (job recruiter)

 

To create a Talent Direct, please reach out to your Account Manager for the Talent Direct Submission Form and return it to your Account Manager once it's completed.

Details:

  • InMail Sender Name: Suggested 25 character maximum (including spaces)
  • InMail Subject Line: Suggested 30 character maximum (including spaces)
  • InMail Description (Desktop only, Optional): Suggested 35 character maximum (including spaces)
  • InMail Body Copy: Suggested 1000 character maximum (including spaces)
  • InMail Button Copy: Suggested 25 character maximum (including spaces)
  • 300x250 Banner Ad
    • File Type: .jpg, .gif (non animated), or .png (no flash)
    • Maximum file size: 40kb
    • Click-through URL

We have a four-step deployment process (72-hour turnaround time):

  1. Send your InMail message and banner content to your LinkedIn Campaign Manager (CM).
  2. In 1-2 business days, the CM will create the InMail and send you a preview link for approval.
  3. Once approved, an InMail test drop will go to your LinkedIn Inbox.
  4. Once the test drop is approved, we deploy your campaign!

Overall Best Practices:

Sponsored InMail offers you a tailored approach to reach and appeal to a variety of audiences, such as senior executives, decision makers and influencers of decisions, operations managers, and those striving to grow their career and improve their skills. Sponsored InMail is great for starting conversations and ideal for building relationships with your audience. 

For more details please visit - Best Practices for Creating Successful Sponsored InMail Messages.

 

 

LinkedIn Lead Gen Form

Image:

Thumbnail image size: 1.91:1 ratio (1200x627px).
Image must be more than 400px in width.

  • Supplied URL will automatically scrape in ad headline and image.
  • Image can be manually uploaded.
  • Introductory text can be added.
  • All text can be can be manually edited.

Sponsored Content Ad Copy Portion:

  • Offer title character limit: 40 characters
  • Offer detail character limit: 160 max characters. Truncates after two lines (about ~70 characters).
  • Privacy policy URL is a required field. A privacy policy URL is a webpage that describes your company's privacy policy and what you will be doing with the information if the member chooses to submit it to you. LinkedIn is a members-first company and it's important for our members to know exactly what will be done with their information when shared.
LEAD GEN BRIEF.jpg
 

Field Selection:

  • You may select up to seven fields. The limit of seven fields includes any custom question fields you create. We recommend selecting three to four fields as a best practice to drive conversions.
  • By default, first name, last name, and email are selected on the Lead Gen Form. These fields can be unselected when you create your form.
LEAD GEN FIELDS IMAGE.png
 

Provide a custom thank you message (optional) enter the website URL you want people to visit after they complete your form.

  • Thank you message character limit: 160 characters
  • Select a URL to connect members to your ebook, website, or other destination of your choice.
LEAD GEN THANK YOU MESSAGE.jpg
 

Select a call-to-action button to attach to your thank you message from the dropdown. This CTA drives members to your website or content of choice. We offer the following CTAs:

  • Visit Company Website
  • Learn More
  • Download Now
  • View Now
  • Try Now

Carousel Ads

Carousel Ads are a Sponsored Content ad format that appear in the LinkedIn feed. Carousel ads feature multiple images that can be scrolled through in the ad.

1. You must have a minimum of two cards. You cannot have more than 10 cards.

2. For the overall ad unit, the intro text/commentary/description area is limited to a maximum of 255 characters.

  • Intro text may truncate at 150 characters on some mobile devices.

3. For the individual cards within the carousel:

  • Recommended individual image spec is 1080x1080 pixels with a 1:1 aspect ratio.
  • Rich media formats supported:
    • JPG
    • PNG
    • GIF (non-animated only)
  • Headline text for each image card is a maximum of two lines before being truncated.
    • 45 character limit for carousel ads that direct to a landing page
    • 30 character limit for carousel ads with a Lead Gen Form CTA
all.png
 

4. Carousel cards can be directed to different landing pages, but if the Lead Gen Form option is selected, the CTA will link to the same Lead Gen Form for all of the carousel cards.

5. Carousel campaigns are not eligible to use LinkedIn Audience Network, as that feature is currently available for static Sponsored Content formats only.

Learn more about creating carousel ads.