LinkedIn Ads Formats 2024 - Everything at a glance

LinkedIn Conversation AdB2B campaigns: XING or LinkedIn?

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

LinkedIn is the world's largest professional network 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 has a stronger presence in German-speaking countries and the DACH region, where it has a very active user base. This platform is specifically geared towards 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

In the following blog post, 11 advertising formats are discussed, requirements are listed and, where possible, best practice tips are given.

Which LinkedIn Ads formats are available? An overview of the LinkedIn feed

Image display - Single Image Ad

Single image ads, also known as sponsored content or image ads, appear directly in the user's LinkedIn feed and look like normal posts, with the difference that they are labeled as "ads".

Requirements:

• 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 the display also work on smaller screens, as many LinkedIn users use the platform on mobile devices.

Important! Use "Call to Action" buttons to make it clear to users what you want them to do.

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LinkedIn Video Ads

LinkedIn Video Ads appear like Single Image Ads in the LinkedIn feed of users and are a powerful way to reach your target group.

Requirements:

• 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 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 any black bars that mask the actual aspect ratio of the video.
• 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. As the videos are automatically played on mute, 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 several images or cards can be presented in one ad. Each card can have a different target URL. This format is worthwhile if you want 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 are JPEG and PNG.
• The ad title must not be 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 independently 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 to increase visibility, but they often achieve low click-through rates and mainly generate impressions. For a performance marketing strategy that prioritizes measurable results, this ad is probably not ideal.

Requirements:

• The display 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 advertising formats: Follower Ads

Follower Ads are one of the dynamic ads on LinkedIn that help companies to gain more followers for their company page. What is special about these ads 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.

Requirements:

• You can use a square logo with a size of 100 x 100 pixels.
• You can also add a background image with a size of 300 x 250 pixels.
• 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 text for the advertisement must not be longer than 70 characters.

Best Practices:

With this ad format, it's important to have a dawning visual communication to visually represent the company culture. Place the ads strategically on relevant LinkedIn pages to reach the appropriate target audience.

Spotlight Ads

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

Requirements:

• Spotlight Ads are interactive ads that are placed in 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.
• Heading: 50 characters.
• Description: 70 characters.
• Company name: 25 characters
• Call-to-action: 18 characters and target URL.

Best Practice:

Important! Choose an eye-catching image/video, a concise title and a meaningful description. A call-to-action button should be appealing and the landing page should be user-friendly.

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LinkedIn Ads formats: Recruitment Ads, Job Ads

LinkedIn job ad

Job ads are an effective way to advertise job vacancies on LinkedIn and target 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.

Requirements:

• Job Ads are placed as sponsored content in the LinkedIn feeds of users.
• They contain relevant information such as job title, company, location, description and "Apply now" button.
• Users can click directly on the advertisement to obtain further information or apply directly for the job.
• Company name: Max. 25 characters.
• Ad image / logo: 100 x 100 pixels.

Best Practice:

Formulate a clear job title and an appealing description to attract attention. Include accurate information on 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.

Requirements:

• Clear presentation of the job title, company name and location.
• Detailed description of job requirements, tasks and responsibilities.
• Integration of relevant keywords and skills to improve the findability of the ad.
• Add information on benefits, fringe benefits or perks to attract the interest of potential applicants.
• Integration of an appealing company logo.

Best Practices:

Attention! Formulate a clear job title with an appealing description to emphasize job requirements and benefits. It is best to include benefits and an appealing company logo.

Message Ads/Conversation Ads

Message Ads allow companies to send personalized messages to LinkedIn users and initiate individual conversations. The ads are placed directly in the user's inbox.

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.
• Main text: Maximum 1,500 characters, including spaces and punctuation.
• Clickable links: Recommendation: 3 links.
• User-defined terms of use: Maximum 2,500 characters.
• 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 ad material. Users can open or download this content directly.

Requirements:

• Introduction text: Maximum 150 characters to ensure display without truncation (max. 600 characters). Long URLs are converted into short links.
• Headline: Use up to 70 characters to avoid abbreviations (max. 200 characters).
• File types: Supported file formats are 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:

LeadGen Forms are extremely interesting in this format. This integration allows interested parties to become leads directly.

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LinkedIn Ads formats: Event Ads

Event ads help companies to highlight and promote events on LinkedIn.

Requirements:

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

Best Practice:

An appealing event title and a meaningful description are important for 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 description: Up to 256 characters.
• Language: Simply select the appropriate language from the list provided.
• Offer title: Max. 60 characters.
• Offer details: Max. 160 characters, but will be 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 with regard to data protection.

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Frequently asked questions about LinkedIn Ads

1 What is the LinkedIn Audience Network?

‍TheLinkedIn 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?

‍JPGPNG or GIF can be used for image displays, depending on the specific requirements of the display.

3. how can LinkedIn help with lead generation?

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

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LinkedIn as a versatile advertising tool

With its extensive advertising formats and the possibility of targeted targeting, LinkedIn is ideal for creating brand awareness and at the same time achieving measurable results through campaigns.

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