LinkedIn Ad Sizes You Need to Know

Statistics as of September 2020 show that LinkedIn is one of only three major global social networks where Australia ranks in the top 20 countries for advertising (coming in at 12th), with an audience of 11 million people. LinkedIn currently has over 630 million users, with 63 million of them being in decision making positions for B2B transactions. 65% of B2B companies are currently using LinkedIn paid ads to acquire new customers, which isn’t surprising considering that the platform has shown to be 277% more effective that Facebook when it comes to generating business leads. With all of this considered, it’s impossible to ignore the remarkable contribution that LinkedIn ads could bring to your marketing strategy. LinkedIn offers multiple ad sizes types to help cater to your various business goals, which is why it is necessary to understand best practices and specifications for your LinkedIn advertising.

Sponsored Content - Single Image Ads

• Ad name (optional): 255 max characters available to name your ads
• Introductory text: 150 max characters for mobile (desktop max of 600 characters).
• URLs length: URLs with 23 character are automatically converted into short links.
• Destination URL: URLs must include the "http://" "or https://" prefix and can include up t to 2,000 characters for the destination link.
• Ad image type and size: Upload a JPG or PNG file that’s 5MB or smaller.

• Headline: 70 characters max to avoid truncation on mobile devices (200 max characters).
• Description: Use approximately 100 characters to avoid truncation on mobile (300 max characters). Varies for ads that appear on third-party sites served through the LinkedIn Audience Network.
• Call-to-action (optional): Access to various CTAs.

If you opt for embedded rich media, use these specifications:

• Image Display Size: 1.91:1 ratio (1200 x 627px) and a max of 400px in width.

• Max Weight: 100MB with a recommended PPI (pixels per inch) of 72

Sponsored Content – Carousel Ads

• Ad name: 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: Minimum of two cards can be used and a maximum of ten. Individual cards within the carousel must meet these requirements:

• Max file size: 10 MB
• Recommended individual image spec: 1080x1080 pixels with a 1:1 aspect ratio
• Rich media formats supported: JPG, PNG and GIF (non-animated only)
• Headline text for each image card can take up a maximum of two lines before being truncated.

• Character limits:

• Destination URL: URLs must have the "http://" "or https://" prefix. You may use up to 2,000 characters for the destination link.
• 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 can use a destination URLs or point to a Lead Gen Form

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

Note: Once your carousel ad is saved, it cannot be edited.

Video Ads

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

• Introductory text (optional): Use up to 600 characters for your intro text.
• Video Length: Three seconds to 30 minutes
• File size: Between 75 KB and max of 200 MB
• File format: MP4 only
• Frame rate: Less than 30 Frames per second

• Pixel and aspect ratio requirements:

• Landscape:

• 360px (480 x 360; wide 640 x 360)
• 480px (640 x 480)
• 720px (960 x 720; wide 1280 x 720)

• 1080px (1440 x 1080; wide 1920 x 1080)

• Square:

• Minimum: 600 x 600px
• Maximum: 1080 x 1080px

• Vertical:

• Minimum: 500 x 625px
• Maximum: 1080 x 1920px

• Video ads created with a 1:1 aspect ratio must have a minimum resolution of 600 x 600px, and a maximum resolution of 1080 x 1080px.
• Audio format: AAC or MPEG4 only
• Audio size: Less than 64KHz

• Video captions: uploaded in SRT format only
• Video headline: 70 characters max to avoid truncation on most devices (200 max characters).
• Destination URL: URLs must have the “http://” or “https://” prefix.You can include up to 2,000 characters for the destination link.
• Call-to-action (CTA): Access to various CTAs.

Message/InMail Ads

• Ad name (optional): Use up to 50 characters, including spaces
• Sender: Select from available senders
• Message Subject: Up to 60 characters max (incl. spaces and punctuation)
• Message text: Up to 1,500 characters max (incl. spaces and punctuation)

• Clickable links: Up to 3 links max
• Hyperlinked text in message: Up to 70 characters max (incl. spaces and punctuation)
• Custom Terms & Conditions: Use up to 2,500 character max (incl. spaces and punctuation)
• Call-to-action (CTA) button copy: Up to 20 characters max (incl. spaces)
• Landing page URL in hyperlink or CTA: URLs must include the "http://'' or "https://" prefix. Use up to 2,000 characters max for your destination link.

• Banner creative: 300 x 250

• File type: JPG, GIF (non-animated), or PNG (no flash)
• Maximum file size: 40kb
• Click-through URL

Text Ads

• Ad image: 100 x 100 pixels; upload a JPG or PNG file that is 2MB or smaller
• Ad headline: Use up to 25 characters max (incl. spaces)
• Ad description: Use up to 75 characters max (incl. spaces)
• Destination URL: URLs must have the "http://'' or "https://" prefix. You may use up to 2,000 characters max for the destination link.

• Click tracking for destination URLs is supported.</