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Choose words that catch the attention of your target audience. People use LinkedIn to gain unique insights relevant to their profession or skills, so put yourself in your audience's shoes as you create your ads.
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Give people a reason to take notice and click the ad by highlighting whitepapers, free trials, unique benefits, or demos.
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Include strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.
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Include an image with your ad that's relevant to what you offer. The LinkedIn background color is neutral, so images with bright colors are more likely to capture the attention of your audience.
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Review the LinkedIn Ads Policies for details on what's appropriate to include in your ad.
LinkedIn Ad Creatives – Best Practices
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We recommend that LinkedIn Page posts be relevant, short, and authentic. The better your content, the greater the chance that it can go viral through likes, shares, and comments when you sponsor the post. Posts that are perceived as spam will not get shared and could result in your business losing followers. Below are a few things to keep in mind:
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Sponsored Content with images and video tends to perform better.
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Keep the headline under 60 characters. Start with a question or quote to hook the reader and use "You" to speak to your audience.
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Rotating ad variations and testing advertising variables can help optimize your campaign results. LinkedIn offers the ability to rotate your ad variations and change elements in your creatives to test performance. Ad rotation allows you to test individual creative elements to optimize ads. You can add up to 100 creatives to a campaign. We recommend testing four or five variations in one campaign.
Ad rotation options
- Optimize for performance (recommended) - This option delivers impressions to your highest performing ads more often. Your campaign will be optimized for the advertising objective you chose. Creatives are served evenly at first, to learn which creatives perform best. Then, as data on creative performance is collected, more impressions will be delivered to the creatives that perform best to optimize the campaign's click-through rate.
- Rotate ads evenly - This option enters each creative into the auction evenly, giving the ad a fair opportunity to compete for impressions. It doesn’t consider the performance of the creative once it’s in the auction. If using this option, remember that the number of impressions each ad receives depends on ad performance and competition in the auction.
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A Campaign Quality Score is an estimate of how likely a member is to act on Sponsored Content ads in your campaign. Scores help indicate how relevant your campaigns are compared to your peers’ campaigns targeting the same audience.
How Campaign Quality Scores are calculated
Campaign Quality Scores are based on the predicted click-through rate (pCTR) of the ads in your campaign, as well as the pCTR of your peers’ ads targeting the same audience. -
Message ads are native ads displayed on targeted members’ LinkedIn Messaging. Message ads include a single call-to-action button. Since message ads can be accessed through both desktop and mobile, ensure that your content is optimized for viewing on both platforms. Learn how to preview and test a message ad.
Below are some tips for crafting a successful message ad.Best days to launch: Tuesday and Wednesday are optimal days to launch message ads. -
Single image ads are a Sponsored Content ad format supported by both Classic and Accelerate campaign types. The ads include one image and appear directly in the member’s feed of your campaign’s target audience. Below are the advertising specifications for single image ads. Ads are rejected if they do not meet our advertising guidelines.
Image specifications
Ad text specifications
* Impression tracking and attribution is supported for Google Marketing Platform (formerly DoubleClick). For click tracking, we suggest using campaign-based tracking codes rather than referral source to track visits to your website because different redirect types and secure browsing can impact whether the referrer is passed.