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LinkedIn’s New Sponsored Content Carousel Ads

Published: June 14, 2018

Author: Vernon Johnson

Many marketers may finally be breathing an exasperated sigh of relief. LinkedIn has launched carousel ads for sponsored content!

So, how are they different, and should we jump right in and use them? Let’s get into it.

How They’re Different

For LinkedIn carousel ads, you can only use images (no videos) right now. You have the option to put up to 10 images (minimum of 2) in a single ad. They should also be 1080×1080 (Facebook carousels use 600×600).
For text copy, you should use 150 characters or less. LinkedIn will truncate the text after 150, giving the user a “See More” link to click in order to read the rest of the copy. For headlines, LinkedIn recommends a 45-character limit on the cards (35 if using a Lead Gen form CTA).
In terms of campaigns, you can only use carousel ads to link to a landing page or LinkedIn’s Lead Gen Forms.
One situation we’ve found particularly challenging is that you cannot edit a carousel ad once you’ve built and saved it. You can, however, duplicate it and edit the duplicate.

Should You Use Them?

LinkedIn has beta-tested these carousel ads with over 300 advertisers. Of those who participated, 75% saw a higher CTR than their standard sponsored content campaigns. (A personal caveat: I feel as though that is an expected result given that newer ad formats tend to have higher CTR’s when they launch.)
For me, this new ad format simply means we can test some of the same creative and ads we’ve been testing on Facebook on the LinkedIn platform, with a few dimension tweaks. It allows us to tell a slightly different story than a single image ad, and therefore gives us a bit more flexibility. Is it a game-changer? No, probably not. Is it a welcomed addition and format? Yes, yes it definitely is.
Should you jump right in and use them? To use the marketer’s favorite answer: Test it! Given that Facebook has had carousels for a while, you probably already have a pretty good idea of what has worked there. However, it’s important to understand that something working on Facebook has very little bearing on whether or not it will work on LinkedIn because of the differences in audience makeup and usage between the two platforms.

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