LinkedIn Ads formats 2024 - Everything at a glance

LinkedIn Conversation adB2B Campaigns: XING or LinkedIn?

The choice between LinkedIn and XING depends heavily on business goals and the target group.

linkedin is the largest professional network globally with more than 740 million members in over 200 countries. This platform is very global, there are many users in the DACH region, but not as many as on XING.

XING is more strongly represented in German-speaking countries and in the DACH region and has a very active user base there. This platform is specifically aimed at the DACH market and can therefore be a good option if you want to target companies and professionals in this region.

The combination of both platforms can be worthwhile for B2B marketing, depending on where your target group is located.

LinkedIn ad formats and banner sizes

The following blog post discusses 11 advertising formats, appropriate requirements are listed and, if possible, there are best practice tips.

Which LinkedIn ad formats are there? An overview of the LinkedIn feed

Image View — Single Image Ad

Single image ads, also known as sponsored content or image ads, appear directly in users' LinkedIn feed and look like normal posts, with the difference that they are marked as an “ad.”

requisitions:

• The image should have a resolution of at least 1200 x 627 pixels, but a ratio of 1. 91:1 is recommended.
• The maximum file size is 5 MB.
• Accepted formats are JPG or PNG.
• The ad must have a title that is no longer than 70 characters and a description that is no longer than 600 characters.
• An optional “call-to-action” button can be added, and the associated text must not be longer than 20 characters.

Best Practices:

Use high-quality images that attract attention and match your message. Make sure that the image and ad also work on smaller screens, as many LinkedIn users used the platform on mobile devices.

important! Use “Call to Action” buttons to tell users what they should do.

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LinkedIn Video Ads

LinkedIn video ads appear like single image ads in the users' LinkedIn feed and are an eye-catching way to reach your target group.

requisitions:

• The video length should be between 3 seconds and 30 minutes, although LinkedIn recommends videos that are less than 15 seconds long to maximize engagement rate.
• The file size must not exceed 200 MB.
• The video format should be MP4.
• Supported resolutions range from 256 x 144 to 4096 x 2304.
• Supported aspect ratios are 1:2.4 to 2. 4:1.
• The video must not contain black bars that mask the actual aspect ratio of the video.
• The ad must have descriptive text that is no longer than 600 characters.

Best practices:

Start the LinkedIn video with a visual hook to get users' attention. Since the videos automatically play silently, subtitles should be used.

Attention! Shorter, concise videos under 15 seconds often have more engagement!

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Carousel Ads

Carousel ads are basically like a single image ad, with the difference that multiple images or maps can be presented in one ad. To do this, you can provide each card with a different destination URL. This format is worthwhile if you are going to present several products or explain a process.

requirements:

• Each Carousel Ad can contain 2 to 10 cards.
• The recommended image size for each card is 1080 x 1080 pixels.
• The maximum file size is 10 MB per card.
• Accepted formats include JPEG and PNG.
• The ad title must be no longer than 255 characters.
• Each card can have an optional subtitle that is no longer than 150 characters.

Best practices:

Important with this format, make sure that each card is self-understandable and optimize the Carousel Ads by testing different layouts.

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LinkedIn Ads Formats: Text Ads

Text ads are a simple and effective format for increasing visibility, but they often only achieve low click rates and mainly tell impressions. For a performance marketing strategy that prioritizes measurable results, this ad is probably not ideal.

requirements:

• The ad consists of a title (up to 25 characters) and a description (up to 75 characters).
• You can add a small square image. The recommended format is 100 x 100 pixels.
• The maximum file size for the image is 2 MB.
• Accepted formats include JPEG and PNG.

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LinkedIn Advertising Formats: Follower Ads

Follower ads are dynamic ads on LinkedIn, which help companies gain more followers for their company page. Especially with these ads, they are automatically personalized with the profile data of LinkedIn members. By placing ads in a targeted manner, users are encouraged to follow the advertised page.

requisitions:

• You can use a square logo that is 100 x 100 pixels in size.
• Additionally, you can add a background image that is 300 x 250 pixels in size.
• The logo and background image should be in JPEG or PNG format.
• The maximum file size for the logo is 2 MB and for the background image 2.5 MB.
• The ad text must be no longer than 70 characters.

Best Practices:

With this ad format, it is important to have incipient visual communication to visually represent the corporate culture. Strategically place ads on relevant LinkedIn pages to reach the right target group.

Spotlight Ads

Spotlight ads on LinkedIn enable companies to present their products, services, and events in an eye-catching format and attract the attention of the target group.

requisitions:

• Spotlight ads are interactive ads that are placed at the top center of the LinkedIn feed.
• They consist of a large image or video, a title, a description, and a “call-to-action” button.
• Maximum file size 2MB.
• Headline: 50 characters.
• Description: 70 characters.
• Company name: 25 characters
• Call-to-action: 18 characters and destination URL.

Best practice:

important! Choose an eye-catching picture/video, a concise title, and a descriptive description. A “call-to-action” button should be appealing and the landing page should be user-friendly.

LinkedIn Ads Formats: Recruitment Ads, Job Ads

LinkedIn job ad

Job advertisements are an effective way to advertise open job advertisements specifically on LinkedIn and to attract qualified candidates. With this ad format, companies can present their job offers to a broad professional target group and draw attention to vacancies in a targeted manner.

requisitions:

• Job ad ads are placed as sponsored content in users' LinkedIn feeds.
• They include relevant information such as job title, company, location, description and “Apply now” button.
• Users can click directly on the ad to get more information or apply for the job directly.
• Company name: Max. 25 characters.
• Display image/logo: 100 x 100 pixels.

Best practice:

Formulate a clear job title and an appealing description to attract attention. Get detailed information about the location, company, and benefits to generate interest. Use an “Apply Now” button and targeted targeting for relevant applicants.

LinkedIn Single Job Ad

For LinkedIn Single Job Ads, the job ad must already be created and stored on LinkedIn. This format makes it possible to use more text and link to the LinkedIn job ad.

requisitions:

• Clear presentation of job title, company name, and location.
• Detailed description of job requirements, tasks, and responsibilities.
• Integration of relevant keywords and skills to improve the discoverability of the ad.
• Add information about benefits, benefits, or perks to get potential applicants interested.
• Inclusion of an appealing company logo.

Best Practices:

Attention! Formulate a clear job title with an appealing description to highlight job requirements and benefits. It's best to integrate benefits and an appealing company logo.

Message Ads/Conversation Ads

Message ads enable companies to send personalized messages to LinkedIn users and initiate individual conversations. The ads are placed directly in users' inboxes.

requirements:

• Display name: Up to 50 characters.
• Sender: Select an available sender or add a new one.
• Subject line: Up to 60 characters, including spaces and punctuation marks.
• Main text: Maximum 1,500 characters, including spaces and punctuation marks.
• Clickable links: Recommendation: 3 links.
• User-defined terms of use: 2,500 characters maximum.
• CTA text: Up to 20 characters, including spaces.
• Banner image: 300 x 250 pixels; PNG, JPG or non-animated GIF; max. 40 KB; click-through URL.

Best practice:

important! Whether your message ads are successful depends on the advertising message. Be authentic and only use relevant content, as many users perceive impersonal and irrelevant requests as spam.

Document Ads

With document ads, companies can use documents such as PDFs or presentations as advertising material. Users can open or download this content directly.

requirements:

• Introductory text: Maximum 150 characters to ensure display without truncation (max 600 characters). Long URLs are converted to short links.
• Headline: Use up to 70 characters to avoid abbreviations (max 200 characters).
• File types: Supported file formats include PDF, DOC, DOX, PPT, and PPTX.
• Number of pages: Documents can contain up to 300 pages.
• File size: The maximum file size is 100 MB.

Best practice:

With this format, LeadGen Forms are extremely interesting. Through this integration, prospects can directly become leads.

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LinkedIn Ads Formats: Event Ads

Event ads help companies highlight and promote events on LinkedIn.

requirements:

• All information: title, date, time, location and description
• Target group-oriented: The ads can be targeted at relevant cell groups
• Interactive: Users can register for the event directly via the ad

Best practice:

An appealing event title and a meaningful description are important in this ad format.

Lead Gen Forms

LinkedIn Lead Gen Forms are a feature that can be integrated into your ads to generate qualified leads.

requirements:

• Form name: Up to 256 characters.
• lingua: Simply select the appropriate language from the list provided.
• Offer title: Max 60 characters.
• offer details: Max 160 characters, but is cut off after approx. 70.

Best practice:

important! Limit the number of form fields to simplify the registration process, clearly communicate the added value for users and ensure transparency regarding data protection.

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LinkedIn Ads FAQs

1. What is the LinkedIn Audience Network?

‍The LinkedIn Audience Network is a tool that allows you to place your ads not only on LinkedIn but also on external partner websites and apps to increase your reach.

2. Which file formats are suitable for LinkedIn Ads?

‍JPG PNG or GIF can be used for image ads, depending on the specific requirements of the display.

3. How can LinkedIn help with lead generation?

‍LinkedIn offers special ad formats, such as Lead Gen Forms, which make it possible to collect leads directly in the ad, simplifying the process of lead generation.

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LinkedIn as a versatile advertising tool

With its extensive advertising formats and the ability to target people, LinkedIn is ideal for creating brand awareness and at the same time achieving measurable results through campaigns.

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