LinkedIn Ad Specs, Limits, and Top Tips for 2022
  • November 21, 2021
  • PPC

LinkedIn Ad Specs, Limits, and Top Tips for 2022

LinkedIn has been a powerful tool for professionals and businesses alike. With its ever-growing userbase, LinkedIn ads have become an important form of marketing with the potential to reach huge audiences. But how do you make sure your ad is effective? We’ll cover everything from what specifications there are to tips on working within them!

One of the biggest obstacles to overcome in an ad is deciding what your goal or objective will be. While you can have multiple goals for one ad, it’s important that you are clear about which type of action you want people to take when they see your ads. Aiming for just clicks? Conversions? App installs?

Another major requirement with LinkedIn ads is having a professional-looking image alongside high-quality, interesting content. The more engaging and good-looking your images/articles are, the better chance there is someone will click on them! In the end, having a good LinkedIn ad is all about striking the right balance between branding and conversion.

What are LinkedIn ads and how do they work?

The best thing about advertising on LinkedIn is that it’s a social media platform primarily used by professionals – meaning there won’t be any irrelevant audience members getting in the way of people who would actually want to see your ad!

There are several different LinkedIn Ad Types:

  • Sponsored Content
    • Single Image Ads
    • Video Ads
    • Carousel Ads
    • Event Ads
  • Sponsored Messaging
    • Conversation Ads
    • Message Ads
  • Lead Gen Forms
    • Lead Gen Form Ads
  • Text & Dynamic Right Hand Rail Ads
    • Text Ads
    • Spotlight Ads
    • Follower Ads

Here’s a list of the LinkedIn ad specs for 2022 that affect both your ad picture and content:

LinkedIn Single Image Ad Specs

The LinkedIn ad specs must be in landscape orientation with an aspect ratio between 800 x 300 pixels – 1200 x 600. Ads will automatically adjust when images don’t meet these requirements, but it may impact their appearance! You can include an image alt text to help improve relevance and quality. Keep the ad copy relevant and descriptive so they increase relevance which helps improve quality.

Design Recommendations
File Type: jpg or png
File Size: 5 MB
Image Ratio:
1.91:1 (horizontal, desktop and mobile)
1:1 (square, desktop and mobile)
1:1.91 (vertical, mobile only)

Text Recommendations
Ad name (optional): 255 characters
Headline: 70 characters
Introductory text: 150 characters
Description (LAN only): 70 characters. Only required if using LinkedIn Audience Network (LAN).

Technical Requirements
File Type: jpg or png
File Size: 5 MB

Horizontal / Landscape
Minimum: 640 x 360 pixels
Maximum: 7680 x 4320 pixels
Recommended: 1.91:1 – 1200 x 628 pixels

Square
**LinkedIn recommends this aspect ratio for best performance on CTR.
Minimum: 360 x 360 pixels
Maximum: 4320 x 4320 pixels
Recommended: 1:1 – 1200 x 1200 pixels

Vertical
Minimum: 360 x 640 pixels
Maximum: 1254 x 2400 pixels
Recommended:
1:1.91 – 628 x 1200 pixels
2:3 – 600 x 900 pixels
4:5 – 720 x 900 pixels

Call To Action Options
Apply
Download
View Quote
Learn More
Sign Up
Subscribe
Register
Join
Attend
Request Demo

URL Requirements
Landing page URL: Required
URL prefix: http:// or https://
URL characters: 2000 characters for destination field URL

LinkedIn Video Ad Specs

Design Recommendations
Video File Type: MP4
Video Sound Format: AAC or MPEG4
Recommended frame rate: 30 frames per second
Custom Thumbnail: Optional but recommended
Ratio:
16:9 (landscape; 1.78)
1:1 (square; 1.0)
9:16 (vertical; 0.57)

Text Recommendations
Ad name (optional): 255 characters
Headline: 70 characters
Introductory text: 150 characters

Technical Requirements
Video File Size: 75 KB (min) – 200 MB (max)
Video Duration: 3 seconds – 30 minutes
Video Captions (optional): Video sound file size less than 64 KHz

Call To Action Options
Apply
Download
View Quote
Learn More
Sign Up
Subscribe
Register
Join
Attend
Request Demo

Dimensions
Landscape (16:9):
Min 640 x 360 pixels
Max 1920 x 1080 pixels
Square (1:1):
Min 360 x 360 pixels
Max 1920 x 1920 pixels
Vertical (9:16):
Min 360 x 640 pixels
Max 1080 x 1920 pixels
Aspect ratio tolerance: 5%

Video Thumbnail File Format: JPG or PNG
Video Thumbnail Max File Size: 2 MB Video
Thumbnail Aspect Ratio & Resolution: Match video

URL Requirements
Landing page URL: Required
URL prefix: http:// or https://
URL characters: 2000 characters for destination field URL

LinkedIn Carousel Ads Ad Specs

Design Recommendations*
File Type: JPG or PNG
Ratio: 1:1
Recommended Resolution: at least 1080 x 1080 pixels

Text Recommendations
Ad name (optional): 255 characters
Card headline: 45 characters
Introductory text: 255 characters

Technical Requirements
Number of carousel cards: 2-10
Maximum File Size: 10 MB
URL Requirements
Landing page URL: Required
URL prefix: http:// or https://
URL characters: 2000 characters for destination field URL

*Please note that our Carousel Ads do not support video at this time.

The benefits of using LinkedIn ads to attract new leads

LinkedIn ads are great for brands who use LinkedIn to connect with their professional audience. Because it’s a social media platform used primarily by professionals, you can be sure that the people seeing your ad will fit within your desired target demographic! Also since LinkedIn is known as more of an exclusive community than other similar platforms such as Facebook or Twitter, this means less competition when trying to reach users’ attention. The only downside? With all these benefits come higher costs, generally, LinkedIn has a higher Cost Per Click than Facebook or Twitter.

Tips for writing an effective ad that will get results.

When creating an ad, make sure you know what results from you want to get out of it! If your business isn’t well known or is new in the market, focus on branding rather than selling. This means keeping the price/discounts etc. out of your ads – they can be used once people are already familiar with your brand and have decided that they’re interested. On the other hand, if you’ve got a product or service that’s more ‘in demand’ then try using discounts or deals within your Linkedin ads so users will feel inclined to purchase right away before prices go up again!

When creating a paid advertisement on LinkedIn, remember to keep in mind that this isn’t your company page – it’s an actual website or product/service you’re promoting! You can link out from Linkedin ads but make sure whatever you send people to is as high-quality as your ad itself.

Ways to measure your success and adjust your strategy accordingly.

To truly see the impact of your Linkedin ads, you’ll need to consider how many people clicked on them or viewed them. If not many do this then try changing up your ad copy and images! Try using different wording for headlines that are more attention-grabbing – just make sure you’re still writing in a way that is professional rather than too promotional. Another thing to keep in mind is where people are clicking from when they view or click on an ad – if most come from mobile devices (rather than desktop) then adjust accordingly.

You can also track if your ads led to a conversion (purchase, sign-up, PDF download, etc) if you set up conversion tracking.

It’s important to make sure your ads are optimized for mobile viewing as well – if they’re not, chances are people will ignore them which is no good! Make sure you have a large enough image that can be seen clearly on any device and text that is easily legible. Linkedin also has an option of having a video as your cover image, but keep in mind it won’t autoplay unless someone actually clicks to play!

How much can you spend on a LinkedIn ad campaign?

Similar to other self-serve advertising channels, you can set your daily or lifetime budget. In general, CPCs tend to be higher compared to Google or Facebook. This is because the audience quality is higher resulting in more qualified traffic to your website compared to the other channels.

The best times to post your ads on LinkedIn.

The best times to post your ads on LinkedIn are Tuesday-Thursday between 11am and 12pm. This is when people are most likely to click their phones which means they’ll be more engaged with the ad itself! After this, around 16:30 causes engagement rates to drop off.

Tips for targeting specific groups of people with your LinkedIn advertisements (e.g., by profession or industry)

It’s important to keep in mind that when you’re targeting people based on their profession, LinkedIn will try and target them specifically in their current role. This means it can be hard if your ad is targeted at someone who recently changed jobs because they might not actually see the ad! Try using related keywords instead of exact phrases.

When it comes to targeting by profession, make sure you’re not going too broad with your keywords – if someone is a receptionist but also an accountant then their ad will be shown to both! You can get around this by using specific keywords/phrases instead of the actual job title.

When working with LinkedIn ads, make sure you’re also targeting interests as well. The more specific your ad is the better it will do!

People are often not aware of how much information goes into creating a targeted advertisement on LinkedIn – remember to use keywords and phrases that people in certain professions or industries would be searching.

LinkedIn ads specs don’t have a limit on how long your ad copy can be! Feel free to get the most out of the space provided.

Remember, you can always re-adjust where you’re targeting if your first attempt isn’t successful – just remember changing it too much can cause your ad to perform poorly.

It’s important to make sure you’re testing out different keywords and phrases while also changing the location of where you’re targeting! LinkedIn ads are a great way of getting narrow with who sees what, so take advantage of that. 

Now that you’ve learned some tips and tricks on advertising on LinkedIn, you can use our LinkedIn Ad mockup tool to start creating your ads today.

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by albert somlith
About author
Albert Somlith

Co-Founder of PPC Ad Editor I am a leader in digital marketing, specializing in strategic planning, implementation, and optimization.