Event Ads Specs: What You Need to Know

LinkedIn Event Ads are designed to help you promote professional events like webinars, conferences, and networking gatherings. They let you target specific audiences, appear naturally in LinkedIn feeds, and even allow direct invitations to your connections. Here's what you need to know:

Quick Specs and Guidelines:

• Image Requirements: 4:1 aspect ratio for clean, professional visuals.

• Text Limits:

  • Event titles: Max 255 characters.

  • Intro text: Max 600 characters (first 150 shown in feed).

• URLs: Must link directly to LinkedIn Event Pages, under 2,000 characters.

• Targeting Options: Focus by job titles, industries, company size, and location.

• Pricing Models: Choose CPC for registrations, CPM for awareness, or CPS for personalized InMail campaigns.

Tips for Success:

• Use LinkedIn's analytics to track performance.

• Combine paid ads with organic promotion.

• Engage your audience with visuals, short videos, and polls.

• Leverage retargeting to re-engage potential attendees.

By following these specs and strategies, you can effectively reach your audience and drive event attendance on LinkedIn.

LinkedIn Event Ads

Specifications for LinkedIn Event Ads

Image Requirements

Images play a big role in catching attention for LinkedIn Event Ads. To ensure they display correctly, use a 4:1 aspect ratio [1]. Stick to high-quality, professional visuals that match your event's theme. Avoid cluttered, text-heavy designs for a cleaner look.

Text Guidelines

LinkedIn enforces character limits to keep ads clear and easy to read. Event titles must stay under 255 characters. For introductory text, you have a 600-character limit, but only the first 150 characters will appear in the feed before being cut off [1] [2].

URL Requirements

When adding URLs, follow these rules:

• URLs must link directly to LinkedIn Event Pages.

• Include http:// or https:// at the beginning of every URL.

• Keep destination URLs under 2,000 characters [1].

With these details set, you're ready to focus on building LinkedIn Event Ads that stand out and drive engagement.

Steps to Create LinkedIn Event Ads

Creating an Event

Head over to the "Events" tab on your LinkedIn page to start setting up your event. Fill in the key details to grab attention:

• Event title: Keep it under 255 characters.

• Introductory text: Limit it to 600 characters, with the first 150 characters being the most impactful [2].

• Date and time: Be specific.

• Event format: Choose virtual, in-person, or hybrid.

• Privacy settings: Decide who can see and join.

• Registration link: Add a link for attendees to sign up.

Targeting the Right Audience

After setting up your event, the next step is to ensure it reaches the right people. LinkedIn's targeting tools let you connect with professionals who matter most:

| Targeting Parameter | Examples |
| --- | --- |
| **Job Titles** | Marketing Directors, CTOs, Sales Managers |
| **Industries** | Technology, Finance, Healthcare |
| **Company Size** | 1-10, 11-50, 51-200, 201-500, 500+ |
| **Locations** | Specific cities, regions, or countries

Use LinkedIn's reach estimates to avoid an audience that's too broad or too narrow [3].

Promoting Your Event

Now that you have your audience, it's time to promote your event effectively. Pick the pricing model that fits your goals:

• CPC: Great for driving registrations.

• CPM: Best for boosting brand awareness.

• CPS: Perfect for direct InMail campaigns [3].

Set a daily or total budget that aligns with your objectives. Use LinkedIn's suggested bid ranges to make the most of your budget [3].

To boost visibility, combine paid ads with organic promotion:

• Share the event URL on your company page and encourage team members to spread the word.

• Use eye-catching visuals that follow LinkedIn's 4:1 aspect ratio.

• Include clear calls-to-action in all promotional materials [2].

Finally, track performance with LinkedIn analytics. Monitor clicks, impressions, and conversions to fine-tune your targeting and creative approach. By combining precise audience selection, smart promotion, and LinkedIn's ad guidelines, you can make your event a success.

Tips for Better LinkedIn Event Ads

Improving Visuals and Branding

A strong visual presence makes your event ads stand out and feel reliable.

| **Visual Element** | **Best Practice** | **Impact** |
| --- | --- | --- |
| Brand Identity | Incorporate your company colors and industry-related visuals | Builds recognition and relevance |
| Text Overlay | Keep text to 20% or less of the image | Improves ad performance and reach

Boosting Engagement

Encourage interaction by involving your audience before the event. Tagging speakers not only adds credibility but also extends your reach through their networks. Short videos (30–60 seconds) featuring speakers or event highlights are another great way to grab attention.

Make use of LinkedIn's polling feature to get your audience talking:

• Ask about their learning goals, preferred session topics, or even event timing.

Once you've sparked interest, don’t forget to follow up with those who showed interest but didn’t register.

Using Retargeting Ads

Retargeting helps you capture potential attendees who might have hesitated to sign up initially. Segment your audience based on their interaction with your original ad and tailor your follow-up approach:

| **Audience Segment** | **Retargeting Strategy** | **Messaging Focus** |
| --- | --- | --- |
| Ad Viewers/Page Visitors | Highlight testimonials or offer early-bird deals | Address concerns and emphasize benefits |
| Partial Registrants | Provide discounts | Simplify the registration process

Tools like Podify.io can take your retargeting to the next level by analyzing audience data and optimizing content distribution. This ensures your follow-up messages reach the right people at the best times.

Personalize these messages based on how users interacted with your ads. Keep an eye on click-through rates (CTR) and conversions to fine-tune your strategy.

Summary and Final Thoughts

Key Points to Remember

Creating effective LinkedIn Event Ads means sticking to specific guidelines and best practices. Here's a quick breakdown:

| Specification Type | Requirement | Why It Matters |
| --- | --- | --- |
| **Image Format** | 4:1 aspect ratio | Ensures images look good across all devices without distortion or cropping. |
| **Event Name** | Max 255 characters | Allows for clear and professional event titles. |
| **Intro Text** | Max 600 characters (recommended under 150) | Ensures your message is visible in the feed preview without being cut off. |
| **URL Requirements** | Max 2000 characters | Keeps links functional and ensures proper tracking

Choosing the right pricing model is also essential for success:

• CPC: Best for driving event registrations.

• CPM: Ideal for boosting awareness.

• CPS: Works well for highly personalized campaigns.

Tools to Help with LinkedIn Growth

Using the right tools can take your LinkedIn campaigns to the next level. For example, Podify.io offers features designed to simplify event promotion. It helps with:

• Targeting the right audience for better visibility.

• Tracking engagement to fine-tune your strategy.

• Delivering promotional content directly to those most likely to engage.

These tools can make it easier to manage campaigns and achieve better results.