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LinkedIn Ad Specs 2020, Your Guide to LinkedIn Ad Sizes | inSyte Blog

Your Essential Guide to LinkedIn Paid Ads

Social media is wildly popular. 

There are millions of people on Instagram and billions who use Facebook every single day. 

Increasingly, brands are recognising the potential of social media as a platform for marketing their businesses and so flock to platforms like LinkedIn to help generate sales or leads. 

But with so many social media platforms out there, how do you keep track of the media specs for each platform’s ads?

We’re here to help. Below is a list of all the dimensions and specs you need to know to get started with LinkedIn Ads. 

LinkedIn Message Ad (Formerly Sponsored InMail) Specs

Example of a LinkedIn Sponsored Message Ad

Ad Name (Optional): 

  • 50 characters max.
  • Won’t be seen by anyone but you. 

Sender: 

  • Who the message ad will show as being from.
  • Can be from a person or business. 

Message Subject: 

  • 60 characters max, including spaces.

Message Text: 

  • Best practice: 1500 characters max, including spaces. 

Clickable Links: 

  • Best practice: up to 3 links in the text. 

Anchor Text:

  • Max 70 characters, including spaces. 

Custom Terms & Conditions: 

  • Max 2,500 characters, including spaces. 

Call-to-Action (CTA) Button Copy: 

  • Use up to 20 characters, including spaces

Landing Page URL in Hyperlink or CTA: 

  • Must be “http:” or “https:” links.
  • 1024 characters max. 
  • Avoid having special characters in the URL by encoding it if necessary. 

Banner Creative: 

  • Aspect ratio: 300 x 250.
  • Supported formats: JPG, GIF (non-animated), or PNG. 
  • Maximum size of 40kb.

LinkedIn Sponsored Content and Direct Sponsored Content Ad Specs 

Available formats: Single Image Ads, Carousel Image Ads and Single Job Ads. 

Example of a Single Image Ad

LinkedIn Sponsored Single Image Ad Specs:

Ad Name (Optional): 

  • Up to 255 characters.
  • Won’t be seen by anyone but you. 

Introductory Text: 

  • Less than 150 characters on Mobile on 600 on Desktop to avoid truncation. 
  • URLs longer than 23 characters will become short links. 
  • You need to insert any legally required info here. 

Destination URL: 

  • Up to 2000 characters, must be “http://” “or https://” links. 
  • Avoid having special characters (e.g. < > # % { } [ ] * ^ @, etc.) in the URL by encoding the URL if you need to.  
  • Use websites like this one to easily encode URLs for this purpose.
  • If your URL has tracking on it, make sure there are no special characters or quotation marks from that. 

Ad Image: 

  • JPG or PNG format.
  • Max 5 MB. 

Headline: 

  • 200 characters max.
  • Use less than 70 characters to avoid truncation. 

Description

  • 300 characters max.
  • Use less than 100 to avoid truncation. 

Call-to-action (optional): 

  • Choose from predefined CTAs, you can’t do custom ones. 

Embedded Images: 

  • 1.91:1 aspect ratio, a maximum of 7680 x 4320px.
  • Images with other aspect ratios are automatically cropped. 
  • Minimum 400 px width, smaller images are displayed as thumbnails.
  • Maximum size of 100 MB (They recommend 72 PPI). 
  • Supported formats: JPG, JPEG, GIF, and PNG. Animated GIFs will display as static images. 

LinkedIn Sponsored Carousel Images Ad Specs: 

Ad Name (Optional): 

  • Up to 255 characters.
  • Won’t be seen by anyone but you. 

Introductory Text: 

  • 255 characters max.
  • Less than 150 characters to avoid truncation. 

Carousel Cards: 

  • 2-10 “cards” maximum. 
  • Individual carousel cards:
    • Max size of 10 MB. 
    • Max dimensions of 6012 x 6012px.
    • 1:1 aspect ratio, recommended 1080 x 1080 px.
    • Supported image formats: JPG, PNG, GIF (also non-animated). 
    • Maximum of two lines of headline text to avoid truncation. 
    • 45 characters max limit for ads with a destination URL. 
    • 30 characters max for lead gen ads do accommodate the CTA button. 

URLS

  • Must be “http:” or “https:” links.
  • Up to 2000 characters. 
  • Avoid having special characters in the URL by encoding it if necessary. 

LinkedIn Sponsored Video Ad Specs 

Example of a Sponsored Video Ad

Ad Name (Optional): 

  • Up to 255 characters.
  • Won’t be seen by anyone but you. 

Intro Text (Optional): 

  • Max 600 characters

Video Length: 

  • 3 seconds to 30 minutes. Recommended less than 15 seconds. 

Video Specs: 

  • 75 KB to 200 MB max size.
  • Must be MP4 format. 
  • Less than 30 FPS. 
  • Supported aspect ratios: 16:9 (landscape), 1:1 (square) and 9:16 (portrait).
  • Landscape size: minimum 640 x 360px, maximum 1920 x 1080px.
  • Square size: minimum 360 x 360px, maximum 1920 x 1920px.
  • Vertical size: minimum 360 x 640px, maximum 1080 x 1920px.

Audio Specs: 

  • Supported formats: AAC or MPEG4.
  • Size: maximum 64KHz.

Video Captions:

  • Must be SRT Format.

Video Thumbnail (Optional):

  • Supported formats: JPG or PNG.
  • Max size of 2MB.
  • Same aspect ratio and resolution as video. 

Video Headline: 

  • 200 characters max.
  • Use less than 70 characters to avoid truncation. 

Destination URL: 

  • Must be “http:” or “https:” links.
  • Up to 2000 characters. 
  • Avoid having special characters in the URL by encoding it if necessary. 

Call-to-action (CTA): 

  • Choose from predefined CTAs, you can’t do custom ones. 

LinkedIn Dynamic Ad Specs

Available formats: Follower ads, spotlight ads, jobs ads and content ads. 

Example of a dynamic content ad

Image credit: LinkedIn

LinkedIn Dynamic Follower Ads Specs: 

Ad Description (Above Images):

  • Predefined or custom. 
  • Suggested options can be automatically translated to other languages, but custom headlines can’t. 
  • Max 70 characters, including spaces.

Ad Headline (Below Images): 

  • Predefined or custom. 
  • Suggested options can be automatically translated to other languages, but custom headlines can’t. 
  • Max 50 characters, including spaces.

Company Name: 

  • Max 25 characters, including spaces. 
  • Tooltip is shown when hovering over your company’s logo. 

Ad Image (Logo): 

  • Minimum size: 100 x 100px.
  • Supported formats: JPG or PNG.
  • For best performance use a square logo bigger than the recommended dimensions. 

Call-to-action (CTA): 

  • Choose from predefined CTAs, you can’t do custom ones. 
  • In this format, it’s only shown to current followers. 
  • Non-followers see a default “Follow” CTA. 

LinkedIn Dynamic Spotlight Ads

Ad Description (Above Images):

  • Max 70 characters, including spaces. 

Ad Headline (Below Images): 

  • Max 50 characters, including spaces.

Company Name: 

  • Max 25 characters, including spaces. 
  • Tooltip is shown when hovering over your company’s logo. 

Company Image (Logo)

  • Minimum size: 100 x 100px.
  • Supported formats: JPG or PNG.
  • For best performance use a square logo bigger than the recommended dimensions. 

CTA Button Text: 

  • Max 18 characters, including spaces.

Landing Page: 

  • Must be “http:” or “https:” links.
  • Avoid having special characters in the URL by encoding it if necessary. 

Custom Background Image (optional): 

  • Must be exactly 300 x 250px 
  • Max size 2MB.
  • Including this removes ad description and member profile icons. 

LinkedIn Dynamic Jobs Ads

Company Name: 

  • Use up to 25 characters, including spaces.

Company Logo: 

  • Minimum size: 100 x 100px.
  • For best performance use a square logo bigger than the recommended dimensions. 

Ad Headline: 

  • Predefined or custom.
  • Max 70 characters, including spaces.

CTA Button Label: 

  • Max 44 characters, including spaces. 
  • Predefined or custom. 
  • Custom CTA supported formats: “Jobs of Interest”. 
  • Predefined CTA formats: “Picture Yourself” and “Jobs Page”.

LinkedIn Dynamic Content Ads

Primary CTA: 

  • Predefined or custom. 
  • Suggested options can be automatically translated to other languages, but custom headlines can’t. 
  • Max 75 characters, including spaces.

Company Name:

  • Max 25 characters, including spaces.

Company Logo (Optional): 

  • Minimum size: 100 x 100px.
  • For best performance use a square logo bigger than the recommended dimensions. 

Document Name:

  • Max 50 characters, including spaces. 

Downloadable Document: 

  • Only PDF files.
  • Max size 10MB
  • Can include images and text. 

Document Preview (Optional): 

  • Max 5 preview pages.
  • 81 x 104 px each. 
  • Max file size of 2MB each. 

Privacy Policy URL:

  • Must be “Http:” link.
  • Max 500 characters.
  • Must connect to a valid privacy policy page. 

Privacy Policy Terms: 

  • Max 2,000 characters, including spaces.

LinkedIn Page follower count (optional): 

  • Shows the number of LinkedIn Page followers.
  • On or off.

LinkedIn Text Ad Specs

Ad Image: 

  • 100 x 100 pixels
  • upload a JPG or PNG file 
  • that is 2MB or smaller

Ad Headline: 

  • Max 25 characters including spaces. 

Ad Description: 

  • Max 75 characters including spaces. 

Destination URL:

  • Must be “http:” or “https:” links.
  • 500 characters max. 
  • Avoid having special characters in the URL by encoding it if necessary. 

Conclusion

We hope that helped you find all the relevant Linkedin ad specs you need to know.


This article was brought to you by Syte. 

We’re e-commerce marketing specialists with a proven track record of using LinkedIn to get our clients high-value leads and sales.

If you need any help managing your LinkedIn marketing campaigns, feel free to contact us via the form below.

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