LinkedIn Best Practices

• Write ad headlines that are under 150 characters. Concise headlines lead to more  engagement. 

• Keep descriptive copy under 70 characters. Note that anything over 100 characters could be  truncated on desktop. 

• Embed larger images instead of standard thumbnails. An image size of 1200 x 627 pixels is  recommended. Content with larger visuals tend to get up to 38% higher CTR (click-through  rates). 

• Repurpose content. Remember to check the blog, website, and social media channels instead  of creating new content every time. 

Sponsored Content – Advertising Specifications 

Single Image Ads  

Single image ads are a Sponsored Content ad format. The ads include one image and appear  directly in the LinkedIn feed of members in your campaign’s target audience. 

Below are the advertising specifications required for single image ads: 

• Name this ad (optional): Use up to 255 characters to name your ad. 

• Introductory text: Use up to 150 characters to avoid truncation (desktop max of 600  characters). URLs in this field are automatically shortened. Important: Insert any legally  required language in the introductory text. 

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

• Ad image: Upload a JPG or PNG file 5MB or smaller. 

• Headline: Use up to 70 characters to avoid truncation (200 max characters). • Description: Use approximately 100 characters to avoid truncation (300 max characters).  This character limit may vary for ads that appear on third-party sites served through the  LinkedIn Audience Network. 

• Call-to-action (optional): Choose from available CTAs. 

Carousel Ads  

Carousel ads are a Sponsored Content ad format that appear in the LinkedIn feed. They feature  multiple images that can be scrolled through. 

Below are the advertising specifications required for carousel ads:

• Name this ad: Use up to 255 characters to name your carousel ad. 

• Introductory text: Use up to 150 characters to avoid truncation on some devices (255 max  characters) 

• Cards: 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: 1080x1080 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 

• Carousel cards may be directed to different destination URLs, but if the Lead Gen Form  option is selected, the CTA will link to the same Lead Gen Form for all carousel cards. • Once your ad is saved, you cannot edit the carousel cards. 

• Carousel campaigns are not eligible to use LinkedIn Audience Network.

Video Ads 

Video ads are a Sponsored Content ad format that appear in the LinkedIn feed. 

Below are the specifications required for video ads: 

• Name this ad (optional): Use up to 255 characters to name your video ad. • 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.