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LinkedIn Ad Sizes: Guide For Marketers

December 21, 2020
6 MINUTES
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Danica Popovic

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Create standout ads on this professional social media platform by following these ad size guidelines.

When we think about social media marketing, LinkedIn definitely isn’t the first channel that comes to mind. However, LinkedIn ads are highly effective in B2B marketing as well as some types of B2C ads (for example, many businesses use them to find ideal candidates for job vacancies). If it’s your first time using LinkedIn Campaign Manager, make sure to check out our article on LinkedIn Marketing Solutions for a comprehensive overview of ad types and when to use them.

In this article, we’re looking at LinkedIn ad specs: what are the optimal sizes and ad format for each ad type.

Text ads

Text ads are comparable to Google ads: they show up as a small bit of text on the top of the newsfeed or on the right side in the promoted section.

Images are optional with this type of ad and come in a variety of sizes. With this type of ads it’s most important that you observe the character limit, which is as follows:

  • Headline: 25 characters including spaces
  • Description: 75 characters including spaces

Dynamic Ads

This is the most intricate type of LinkedIn advertising, for a very personalized approach. Naturally, the specifics of LinkedIn ad sizes are a little harder to cover.

Dynamic Ads appear on desktop only. There are 4 types of Dynamic Ads: Follow Company Ads, Spotlight Ads, Content Ads and Job Ads. The first is used to build brand awareness and send visitors to your company page. Spotlight Ads have a specific call to action (and can also be used to direct people to your landing page for example). Content Ads are used for downloading content for the purpose of lead generation. Finally, job ads are used for promoting job opportunities to your target demographic, based on their previous job experience, current roles or relevant skills.

Here are the ad specs for each type of Dynamic Ads.

Follower Ads

  • Company name: 25 characters maximum including spaces
  • Logo: 100 x 100 pixels minimum
  • Ad description (above image): 70 character limit including spaces
  • Ad headline (below image): 50 character limit including spaces
  • CTA button

Spotlight Ad

  • Company name: 25 characters maximum including spaces
  • Logo: 100 x 100pixels minimum
  • Ad description (above image): 70 character limit including spaces
  • Ad headline (below image): 50 character limit including spaces
  • CTA button text: maximum 18 characters including spaces
  • Background image (optional): 300 x 250pixls (file size 2MB or less). This removes the user profile image and ad description.

Content Ad

  • Company name: 25 characters maximum including spaces
  • Company logo (optional): 100 x 100px minimum
  • Company page follower count (optional): can be switched on or off
  • Primary CTA: maximum 75 characters including spaces, or choose from one of three pre-created options.
  • Document name: maximum 50 characters including spaces
  • Downloadable document: maximum 10mb PDF
  • Document preview (optional): maximum 5 preview pages with each preview page size 81 x104px
  • Privacy policy terms: maximum 2,000 characters including spaces

Job Ad

  • Company name: 25 characters maximum including spaces
  • Company logo (optional): 100 x 100px minimum
  • Ad headline: Choose from one of the suggested options or write your own custom text using up to 70 characters, including spaces.
  • Call-to-action (CTA) button label: Choose from one of the pre-set CTAs or supply your own custom text. Note that for “Picture Yourself” and “Jobs Page” ads, the CTA is automated. For the “Jobs of Interest” ad, you can customize the CTA.

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We hope you feel ready to tackle your first LinkedIn advertising campaign! Since this platform is used for professional, no-frills marketing, a creative copy is usually all you need to get people interested. However, should you need assistance with enticing thumbnails (or perhaps want to revamp your landing page to impress target audiences), make sure to check out our work and see if our team of talented graphic designers can help you!

Check out what you can create with ManyPixels!

Download our design library to see our latests creations: illustrations, brand guides, ads, logos and much more!

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Danica Popovic

December 21, 2020

Having lived and studied in London and Berlin, I'm back in native Serbia, working remotely and writing short stories and plays in my free time. With previous experience in the nonprofit sector, I'm currently writing about the universal language of good graphic design. I make mix CDs and my playlists are almost exclusively 1960s.