LinkedIn Ad Types and Formats: A Comprehensive Guide to Advertising Options

The range of ad formats on LinkedIn includes Sponsored Content, Sponsored Messaging, and Dynamic Ads, among others. Each format has its unique features and benefits, designed to accommodate various campaign objectives and creative styles.
LinkedIn Ad Types and Formats: A Comprehensive Guide to Advertising Options featured image
18 April 2024

LinkedIn ad types and formats present a robust array of options for marketers to reach their desired audience with precision. As the world’s largest professional networking platform, LinkedIn offers advertisers the chance to target specific demographics, job titles, and industries.

The range of ad formats on LinkedIn includes Sponsored Content, Sponsored Messaging, and Dynamic Ads, among others. Each format has its unique features and benefits, designed to accommodate various campaign objectives and creative styles.

To make the most of LinkedIn’s advertising potential, it’s important to grasp the nuances of each ad type and tailor content to engage the platform’s professional audience effectively. The success of paid campaigns hinges on balancing targeting parameters with compelling ad content, while also staying up to date with the latest best practices and platform capabilities.

Key Takeaways

  • Various LinkedIn ad formats cater to different marketing objectives.
  • Precise targeting and tailored content are pivotal for campaign effectiveness.
  • Adhering to best practices enhances the impact of LinkedIn advertising campaigns.

Overview of LinkedIn Ad Formats

LinkedIn offers a variety of ad formats tailored to meet different marketing objectives, from brand awareness to lead generation. Advertisers can select from formats such as single image ads, video ads, and rich media to reach their target audience on the world’s largest professional networking platform.

1) Sponsored Content

Sponsored Content appears directly in the LinkedIn feed as a native advertising solution. It includes Single Image Ads native ads that blend sponsored ads with user-generated content, thus promoting higher engagement rates.

2) Text Ads

Linkedin text ad example

Simple yet effective, Text Ads are displayed on the landing page in the LinkedIn sidebar. They deliver succinct messaging alongside a small, clickable image, making them a cost-effective choice for driving website visits.

3) Video Ads

Linkedin Video Ad Example

Video Ads capture attention in the LinkedIn feed by showcasing text and dynamic ads with visuals and sound. They are instrumental for brand storytelling and engaging users with richer content about your product or service.

4) Carousel Ads

The Carousel Ad format enables advertisers to feature a series of images that the user can swipe through. They are particularly useful for highlighting multiple products, services, or features within a single ad unit.

5) Message Ads

Linkedin Message Ad example

Delivered directly to LinkedIn Messenger, Message Ads facilitate one-on-one interactions with prospects. They are designed to prompt immediate action and can be highly personalised for the recipient.

6) Dynamic Ads

Example of a Linkedin Dynamic Ad

With Dynamic Ads, personalisation is taken to the next level as these ads automatically customise to include the viewer’s own LinkedIn profile data, such as their photo, enhancing the relevance and engagement of the ad.

7) Event Ads

Example of Linkedin Events Ad

Event Ads specialise in promoting LinkedIn events, giving users a snapshot of the event details. They run LinkedIn ads that aim to promote product demos increase event awareness and drive registrations through targeted user feeds.

8) Document Ads

Example of Linkedin Document Ad

Lastly, Document Ads allow sharing of valuable content in the form of PDFs, PowerPoints, or Word documents directly in the LinkedIn feed. This format is excellent for educational content or in-depth information sharing among business professionals.

Exploring LinkedIn Ad Specifications

Effective LinkedIn ad campaigns hinge on understanding the technical requirements and design considerations that align with different ad formats. Adherence to the platform’s specifications ensures optimal performance and audience engagement.

Technical Requirements

The technical requirements for LinkedIn ads are precise, tailored to suit the diverse ad formats available on the platform.

  • Sponsored Content: It requires a 1200×627 pixel image for single image ads or up to 10 images for carousel ads, ensuring they are eye-catching even on small screens.
  • Text Ads: These ads often display in the right column or top of the LinkedIn page and require concise, effective copy limited to a headline of 25 characters and description of 75 characters.
  • Video Ads: For video content, they are accepted in MP4 format with a maximum file size of 200MB, a length between 3 seconds and 30 minutes, and should ideally have a landscape aspect ratio of 16:9.
  • Sponsored Messaging: This format includes Message Ads and Conversation Ads, both of which should have a sender name within 25 characters, a subject line up to 30 characters, and a message body of up to 1500 characters.

For more on LinkedIn’s technical requirements for ad spend, these guidelines are detailed in the PDF Guide to LinkedIn Ad Formats.

Design Considerations

Design considerations for LinkedIn ads should not be understated, as they play a critical role in attracting the target audience.

Sponsored Content: Ads should not only be visually appealing but also resonate with the professional context of LinkedIn, using high-quality images and clear typography.Carousel Ads: They allow multiple images, and each should tell a part of the story, ensuring the entire carousel ad captures the viewer’s interest.
Image Ads: Images are key in sponsored content, with a required resolution of 1200×627 pixels, guaranteeing clarity on all devices.
Video Ads: Videos should start with a strong hook to grab attention, have subtitles for sound-off viewing, and maintain brand consistency throughout.

Remember, effective design is as significant as the ad’s message itself. For in-depth design advice on paid ads, turn to the resource When and How to Use Each LinkedIn Ad Format, which has ad examples and offers specific insights for each ad type.

Additional Advertising Opportunities on LinkedIn

LinkedIn offers a multitude of advertising opportunities that cater to unique digital marketing needs, each designed to engage with the platform’s professional user base effectively. The versatility of LinkedIn’s ad types allows companies to target specific market segments, launch lead generation campaigns, and elevate brand presence directly through users’ feeds or inboxes.

Spotlight Ads and Follower Ads

Spotlight Ads are tailored to enhance brand recognition by displaying personalised ads that incorporate a user’s profile data, such as their photo and name, directly in their LinkedIn feed. These ads stand out from other ads on the company page or sidebar and are a cost-effective choice for advertising, aimed at increasing page follows and traffic to the advertiser’s LinkedIn page or website.

Follower Ads operate on a similar mechanism, promoting an organisation linkedin company’s LinkedIn page with the intent of expanding its follower base. What makes Follower Ads effective is their customised approach; they invite LinkedIn users to follow a page by highlighting mutual connections who are already following, thereby leveraging existing networks to establish trust and foster community growth.

Sponsored InMail and Lead Gen Forms

Sponsored InMail messages enable advertisers to send targeted, private and direct messages to LinkedIn users’ inboxes. With these personal messages, marketers can promote their products or services, invite recipients to events, or share content that drives engagement. Messages are only delivered when users are active on LinkedIn, which significantly raises the chances of user engagement and response to sponsored messages.

Lead Gen Forms are a powerful tool integrated with LinkedIn Ads to streamline the process of lead collection. When users interact with an ad, they can easily submit their professional details through pre-filled forms, reducing the barriers to lead generation. These forms are especially beneficial for B2B marketers seeking to accumulate high-quality leads without steering users away from the LinkedIn ecosystem.

Frequently Asked Questions

What are the different types of advertisements you can utilise on LinkedIn?

LinkedIn offers various advertisement types including Sponsored Content, Message Ads, Dynamic Ads, Text Ads, and more. Each type digital advertising serves a unique purpose, enabling marketers to tailor their approach to the platform’s professional audience.

How are LinkedIn advertising formats categorised, and which are the principal ones?

Advertising formats on LinkedIn are categorised to align with specific campaign objectives such as brand awareness, lead generation, or engagement. Principal formats include Conversation Ads, Lead Gen Forms, Carousel Ads, Sponsored Content, and Text Ads.

What specifications are required for LinkedIn’s various advertising formats?

Each advertising format has different specifications. For example, Message Ads require a sender name, subject line, and body of ad copy, adhering to character limits to ensure clarity and engagement within the LinkedIn Messaging environment. But to keep things simple the most common format are single image ads and we recommend using both 627×1200 and 1200×1200 px variations. Over 70% of impressions are on mobile so the vertical format is critical but we see most high intent conversions happening on desktop so the square spec is best suited there.

Could you provide examples of effective advertisements on LinkedIn?

Effective advertisements on LinkedIn typically feature compelling copy, clear calls-to-action, and relevant images or videos that resonate with the professional audience. The Ad Library is a great resource for inspiration.

In what format should banner adverts for LinkedIn be created to ensure optimal performance?

Banner adverts for LinkedIn should be created in a high-resolution image format, typically JPEG or PNG, with recommended pixel dimensions to ensure visibility and impact across devices.

How does the LinkedIn Conversation Ad format function, and what are its key features?

The LinkedIn Conversation Ad format functions by engaging prospects within LinkedIn Messaging when they are active, using a “choose your own path” experience that enables multiple customised calls-to-action, facilitating higher engagement rates.

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