LinkedIn Ad Specs

With the platforms constantly updating, it can be tricky to know how to format copy for your ads. That’s why we’ve compiled (and will continually update) the ad specs you need to optimize copy for each platform.

Sponsored content ads

Intro Text – 600 characters max, truncates at 150 characters

Headline – 200 characters max, truncates at 70 characters

Destination URL – URLs must have the *http://* “or *https://* prefix. URLs longer than 23 characters are automatically shortened

Description – 300 characters max, truncates at 100 characters

Ad image – Upload a JPG or PNG file 5MB or smaller

Carousel Ads

Intro Text – 255 characters max, truncates at 150Cards – Use a minimum of two cards and a maximum of ten cards. Requirements for individual cards within the carousel:

  • Max file size: 10 MB
  • Recommended individual image spec: 1080×1080 pixels with a 1:1 aspect ratio
  • Rich media formats supported: JPG, PNG, GIF (non-animated only)
  • Headline text for each image card is a maximum of two lines before being truncated.

Character limits:

  • 45-character limit for carousel ads that direct to a destination URL
  • 30-character limit for carousel ads with a Lead Gen Form CTA

Video Ads

Introductory text (optional) – Use up to 600 characters for your intro text

Length – Three seconds to 30 minutes (Tip: most successful video ads are less than 15 seconds long)

Layout – Horizontal (Note: Vertical videos are organic only and can’t be sponsored at this time)

File size – Between 75 KB and 200 MB

File format – MP4

Frame rate – Less than 30 FPS (frames per second)

Pixel and aspect ratio requirements:

  • 360p (480 x 360; wide 640 x 360)
  • 480p (640 x 480)
  • 720p (960 x 720; wide 1280 x 720)
  • 1080p (1440 x 1080; wide 1920 x 1080)

Video ads created with a 1:1 aspect ratio should have a minimum resolution of 600 x 600px, and a maximum resolution of 1080 x 1080px

Audio format – AAC or MPEG4

Audio size – Less than 64KHz

Video captions – must be in SRT format

Video headline – Use up to 70 characters to avoid truncation on most devices (200 max characters)

Destination URL – All URLs must have the http:// or https:// prefix. Use up to 2,000 characters for the destination link

Call-to-action (CTA) – Choose from available CTAs

    Dynamic Ads

    Dynamic ads are personalized ads that are tailored to each member based on their LinkedIn profile data.

    FOLLOW Dynamic Ads

    Follower ads encourage members to follow your LinkedIn Page or Showcase Page. These dynamic ads are tailored to each member as they feature their profile photo next to your logo, plus their first name and your company name in the ad copy.

    Ad description – Choose from one of the suggested options or write your own custom text. Suggested options are automatically translated but custom text is not. Use up to 70 characters, including spaces.

    Ad headline –  Choose from one of the suggested options or write your own custom headline. Suggested options are automatically translated but custom text in not. Use up to 50 characters, including spaces.

    Company name – Use up to 25 characters, including spaces. Your organization’s name is displayed when a member moves their cursor over the company logo. 

    Ad image – Minimum image size: 100 x 100px for JPG or PNG

    Note – Smaller company logos may appear pixelated and may not perform as well. Larger company logos will be reduced to 100 x 100px. Company logos that are not square will be reduced so that the largest dimension fits.

    Call-to-action (CTA) – Choose from the pre-set CTAs. Your selected CTA will dynamically display in follower ads shown to members who follow your organization. Members who don’t yet follow you will see the default Follow CTA.

    • Visit company (default) – Redirects to the Page tab of your LinkedIn Page

    • Visit jobs – Redirects to the Jobs tab of your LinkedIn Page

    • Visit life – Redirects to the Life tab of your LinkedIn Page

    Spotlight Dynamic Ads

    When LinkedIn members click on your spotlight ad, they’ll instantly go to your website or landing page. These dynamic ads are tailored to each member based on their LinkedIn profile data, like profile photo, company name, or job title.

    Ad description (above images) - Use up to 70 characters, including spaces. Your text is not automatically translated

    Ad headline (below images) – Use up to 50 characters, including spaces. Your text is not automatically translated

    Company name – Use up to 25 characters, including spaces. Your organization’s name is displayed when a member moves their cursor over your logo 

    Company image - Minimum image size: 100 x 100px for JPG or PNG

    Note: Smaller company logos may appear pixelated and may not perform as well. Larger company logos will be reduced to 100 x 100px. Company logos that are not square will be reduced so that the largest dimension fits

    Call-to-action (CTA) button text - Use up to 18 characters, including spaces.

    Landing page – Supports third-party click tracking destination URLs (via tracking parameters or redirects)

    Custom background image (optional) – The image must be exactly 300 x 250px and 2MB or less

    Note: This format removes the ad description and member profile image. The white portion of the ad measures 276 x 148px

    Job Dynamic Ads

    Job ads are personalized and promote one or more job opportunities to qualified LinkedIn members in your target audience. The ads are dynamically generated into these types: Jobs You May Be Interested In, Picture Yourself, and Jobs Page.

    Company name – Use up to 25 characters, including spaces

    Company logo – Recommended minimum logo size: 100 x 100px

    Note: Smaller company logos will appear smaller and may not perform as well. Larger company logos will be reduced to 100 x 100px. Company logos that are not square will be reduced so that the largest dimension fits. 

    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. Pre-set options are automatically translated but custom text is not. Use up to 44 characters, including spaces.

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