LinkedIn is first and foremost a professional social network, but you can also use this channel for advertising. Depending on your objectives (awareness, consideration, or conversion), different ad formats are available to reach your target audience.
Image Ad / Video Ad:
The "Image Ad" format contains a single image, while the "Video Ad" format contains a video. Both formats appear directly in the LinkedIn feed of the audience you have targeted in your campaign.
This ad format lets you include:
- An image or video
- An introductory text above your image or video, a headline, and a description
- A destination URL
- A call-to-action (CTA) chosen from the options available on the platform
Carousel Ad:
This ad format contains multiple images (in JPG, PNG, or non-animated GIF) displayed one after another. These formats appear directly in the LinkedIn feed of the audience you have targeted in your campaign.
This ad format lets you include:
- A minimum of 2 images and a maximum of 10 images
- An introductory text above your images and a headline for each photo
- Multiple destination URLs
- A call-to-action (CTA): this option is only available when using the carousel format with Lead Gen Forms, which we discuss below
Message Ad:
This ad format does not appear in the LinkedIn feed. Instead, the ad is delivered directly to your LinkedIn inbox.
The Message Ad format is used to send a message to the audience you select. However, the recipient cannot reply to your message. The goal of the message is to generate enough interest that the recipient clicks on your CTA at the end of the body text (e.g., learn more, download the form, etc.).
This ad format lets you include:
- Senders you select
- The message subject
- The message body
- Hyperlinks within the body text
- A call-to-action (CTA) at the end of your message with the landing page URL
- Optional: a banner ad (JPG, non-animated GIF, or PNG with a clickable URL)
Conversation Ad:
This ad format does not appear in the LinkedIn feed. Like the Message Ad format, the ad is delivered directly to your LinkedIn inbox.
Unlike the Message Ad format, the recipient here has the option to respond using predefined replies at the end of the message. For example: "Yes, I'm interested" or "No, thank you."
This ad format lets you include:
- Senders you select
- An introduction message
- The message body
- The call-to-action (CTA) button text
- A destination URL
- Optional: an image (JPG or PNG), a desktop-only banner ad (JPG, non-animated GIF, or PNG), a custom footer, and terms of service
Lead Gen Form:
When you create a new campaign and choose the "Lead Generation" objective, you can select a Lead Gen Form.
This ad format lets you collect high-quality leads through a LinkedIn form pre-filled with the user's contact details and profile information.
The Lead Gen Form can be attached to an image ad, a carousel image ad, a video ad, a message ad, or a conversation ad.
Dynamic Ad:
Dynamic ads are personalized ads tailored to each user based on their LinkedIn profile (profile photo, company, job title).
There are several Dynamic Ad formats:
- Follower Ad: This format allows companies to promote their LinkedIn page by encouraging LinkedIn users to follow it.
- Spotlight Ad: This format allows you to showcase a product, service, content, or event with a redirect URL to your site when the prospect clicks on your ad.
- Job Ad: This format allows companies to personalize job listings for top talent, encouraging them to apply. This dynamic format is based on members' skills and experience.
Text Ad:
The "Text Ad" format consists of a headline, a description, an image, and a URL. This format is displayed at the top of the page or in the right-hand column on a variety of LinkedIn pages.
Coming soon: Story Ad
This ad format, familiar from Instagram and Facebook, is currently in beta testing with a limited number of advertisers in a closed beta.
Want support with Google Ads, or more broadly with your digital marketing strategy? Feel free to reach out!
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By Candice Echavidre
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