LinkedIn Ads Formate 2024 - Alles im Überblick

LinkedIn Conversation AdB2B campaigns: XING or LinkedIn?

The choice between LinkedIn and XING depends largely on the 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 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.

LinkedIn ad formats and banner sizes

The following blog post looks at 11 advertising formats, lists the requirements and, if possible, gives best practice tips.

What LinkedIn Ads formats are there? An overview of the LinkedIn feed

Bildanzeige – Single Image Ad

Single Image Ads, also known as sponsored content or image ads, appear directly in users' LinkedIn feed and look like regular posts, except that they are labeled as an "ad."

Anforderungen:

• The image should have a resolution of at least 1200 x 627 pixels, but a ratio of 1.91:1 is recommended.
• Die maximale Dateigröße beträgt 5 MB.
• Accepted formats are JPG or PNG.
• The ad must have a title no longer than 70 characters and a description no longer than 600 characters.
• An optional "call-to-action" button can be added, and the associated text cannot be longer than 20 characters.

Best Practices:

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

Wichtig! Verwende "Call to Action" Buttons, um den Nutzern klarzumachen, was sie tun sollen.

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LinkedIn Video Ads

Like single image ads, LinkedIn video ads appear in users' LinkedIn feeds and are an eye-catching way to reach your target group.

Anforderungen:

• Video length should be between 3 seconds and 30 minutes, although LinkedIn recommends videos that are less than 15 seconds long to maximize engagement rates.
• The file size cannot exceed 200 MB.
• Das Videoformat sollte MP4 sein.
• Unterstützte Auflösungen reichen von 256 x 144 bis 4096 x 2304.
• Supported aspect ratios are 1:2.4 to 2.4:1.
• Das Video darf keine schwarzen Balken enthalten, die das tatsächliche Seitenverhältnis des Videos maskieren.
• The ad must have a description 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.

Danger! Shorter, concise videos ander 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 cards can be presented in one ad. To do this, you can equip each card with a different target URL. This format is worthwhile if you are presenting several products or explaining a process.

Anforderungen:

• Jedes Carousel Ad kann 2 bis 10 Karten enthalten.
• The recommended image size for each map is 1080 x 1080 pixels.
• Die maximale Dateigröße beträgt 10 MB pro Karte.
• Accepted formats are JPEG and PNG.
• The ad title cannot be longer than 255 characters.
• Each card can have an optional subtitle no longer than 150 characters.

Best Practices:

Important with this format, make sure that each card is independently anderstandable and optimize the carousel ads by testing different layouts.

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LinkedIn Ads Formate: Text Ads

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

Anforderungen:

• 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 are JPEG and PNG.

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LinkedIn Werbung Formate: Follower Ads

Follower Ads are one of the dynamic ads on LinkedIn that help companies attract more followers to their company page. What's particularly special about these advertisements is that they are automatically personalized with the profile data of LinkedIn members. The targeted placement of the ads encourages users to follow the advertised page.

Anforderungen:

• You can use a square logo with a size of 100 x 100 pixels.
• Additionally, you can add a backgroand image with a size of 300 x 250 pixels.
• The logo and backgroand image should be in JPEG or PNG format.
• The maximum file size for the logo is 2 MB and for the backgroand image is 2.5 MB.
• The text for the ad cannot be longer than 70 characters.

Best Practices:

With this ad format, it is important to have emerging visual communication to visually represent the company culture. Strategically place ads on relevant LinkedIn pages to reach the appropriate audience.

Spotlight Ads

Spotlight Ads on LinkedIn allow companies to showcase their products, services, and events in an eye-catching format and capture the attention of their target audience.

Anforderungen:

• Spotlight Ads are interactive ads 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.
• Maximale Dateigröße 2MB.
• Überschrift: 50 Zeichen.
• Beschreibung: 70 Zeichen.
• Firmenname: 25 Zeichen
• Call to action: 18 characters and destination URL.

Best Practice:

Wichtig! Wähle ein auffälliges Bild/Video, einen prägnanten Titel and one aussagekräftige Beschreibung. Ein "Call-to-Action"-Button sollte ansprechend sein and the Landing-Page sollte nutzerfreandlich sein.

LinkedIn Ads Formate: Recruitment Ads, Stellenanzeigen

LinkedIn Stellenanzeige Ad

Job advertisements are an effective way to specifically advertise open job advertisements on LinkedIn and address qualified candidates. With this advertising format, companies can present their job offers to a broad professional target group and specifically draw attention to open positions.

Anforderungen:

• Job advertisements are placed as sponsored content in users' LinkedIn feeds.
• Sie enthalten relevante Informationen wie Jobtitel, Unternehmen, Standort, Beschreibung and "Jetzt bewerben"-Button.
• Users can click directly on the ad to get more information or apply directly for the position.
• Unternehmensname: Max. 25 Zeichen.
• Anzeigenbild / Logo: 100 x 100 Pixel.

Best Practice:

Write a clear job title and an appealing description to grab attention. Include detailed information about location, company and benefits to arouse interest. Use an “Apply Now” button and targeted targeting for relevant applicants.

LinkedIn Single Job Ad

For LinkedIn Single Job Ads, the job advertisement must already have been created and stored on LinkedIn. This format allows you to use more text and link to the LinkedIn job ad.

Anforderungen:

• Clear representation of the job title, company name and location.
• Detailed description of job requirements, duties and responsibilities.
• Integration of relevant keywords and skills to improve ad discoverability.
• Add information about benefits, benefits, or perks to pique the interest of potential applicants.
• Integration of an appealing company logo.

Best Practices:

Danger! Write a clear job title with an engaging 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 the user's inbox.

Anforderungen:

• Anzeigenname: Bis zu 50 Zeichen.
• Sender: Select available sender or add new one.
• Subject line: Up to 60 characters, including spaces and punctuation.
• Main text: Maximum 1,500 characters, including spaces and punctuation marks.
• Klickbare Links: Empfehlung: 3 Links.
• Benutzerdefinierte Nutzungsbedingungen: Maximal 2.500 Zeichen.
• CTA-Text: Bis zu 20 Zeichen, inkl. Leerzeichen.
• 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 find impersonal and irrelevant requests to be spam.

Document Ads

With Document Ads, companies can use documents such as PDFs or presentations as ad material. Users can open or download this content directly.

Anforderungen:

• Introductory text: Maximum 150 characters to ensure presentation without truncation (max. 600 characters). Long URLs are converted into short links.
• Überschrift: Bis zu 70 Zeichen verwenden, um Kürzungen zu vermeiden (max. 200 Zeichen).
• File Types: Supported file formats are PDF, DOC, DOX, PPT and PPTX.
• Number of pages: Documents can contain up to 300 pages.
• Dateigröße: Die maximale Dateigröße beträgt 100 MB.

Best Practice:

LeadGen Forms are extremely interesting in this format. Through this integration, interested parties can directly become leads.

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LinkedIn Ads Formate: Event Ads

Event Ads help companies highlight and promote events on LinkedIn.

Anforderungen:

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

Best Practice:

What is important with this ad format is an appealing event title and a meaningful description.

Lead Gen Forms

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

Anforderungen:

• Formularbezeichnung: Bis zu 256 Zeichen.
• Sprache: Einfach aus der bereitgestellten Liste die passende Sprache auswählen.
• Angebotstitel: Max. 60 Zeichen.
• Angebotsdetails: Max. 160 Zeichen, wird jedoch nach circa 70 abgeschnitten.

Best Practice:

Important! Liwith 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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Häufig gestellte Fragen zu LinkedIn Ads

1. Was ist das 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?

‍Image ads can use JPG PNG or GIF depending on the specific needs of the ad.

3. Wie kann LinkedIn bei der Lead Generierung helfen?

‍LinkedIn bietet spezielle Anzeigenformate wie Lead Gen Forms, die es ermöglichen, direkt in der Anzeige Leads zu sammeln, wodurch der Prozess der Lead Generierung vereinfacht wird.

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LinkedIn als vielseitiges Werbeinstrument

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

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