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A Guide to LinkedIn Creative Specs

Published: March 22, 2017

Author: Meredith Ausenbaugh

If you are looking to guarantee that your client has both a successful and engaging LinkedIn campaign, be sure to follow these best practice tips when creating either a Sponsored Content or Text ad.

Sponsored Content Ads

These consist of space for Introductory Text, Title, Description, and of course an image.

Image size is kept at Industry Standard of 1.91:1 ratio (1200x627px), and JPG, non-animated GIF, and PNG images are supported on the platform. While mobile images won’t be cropped, other ratios may present with subtle white padding. Remember to keep your image above 200px in width and below the max weight of 5MB.
Introductory Text can range from 150 to 600 characters, with truncation across most devices at 150 characters. It’s important to remember that characters within your Landing Page URL count towards the Introductory Text limit, and URLs longer than 23 characters are automatically shortened.
When considering a Title for your ad, keep it to 70 characters and one line to avoid truncation and interfering with the Description text (a desktop-only feature).
Description Text should be kept to 100 characters to avoid truncation. If your description becomes too lengthy, LinkedIn will automatically insert, “…”.

Text Ads

These allow for a Landing Page link, Text, and an optional Image.
Headlines are limited to 25 characters, while the Description allows for 75 total characters.
Because Text Ads allow for a variety of placements within the LinkedIn UI like the Homepage, Profile page, LinkedIn Inbox, and People You May Know page, they appear in a variety of sizes, so be sure to triple-check before you upload.:

  1. 300×250
  2. 17×700
  3. 160×600
  4. 728×90
  5. 496×80

Follow these guidelines, and you will be on your way to a LinkedIn Campaign with strong creative!

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