LinkedIn Dynamic Ads Specs Guide 2024

LinkedIn Dynamic Ads are personalized ads that appear in the top-right corner of desktop screens. They use profile data to create targeted content, showing your name and picture alongside company logos.

Key points:

• 3 types: Follower Ads, Spotlight Ads, Job Ads

• Desktop-only format

• Personalized content for each viewer

• Appear in prime real estate on LinkedIn

Specs at a glance:

| Element | Specs |
| --- | --- |
| Company Logo | 100x100px min, JPG/PNG, 2MB max |
| Background Image | 300x250px, JPG/PNG, 2MB max |
| Headline | 50 characters |
| Description | 70 characters |
| Company Name | 25 characters |
| Call-to-Action | 18 characters

To succeed with Dynamic Ads:

1. Use square logos

2. Write direct, personalized headlines

3. Keep text short and punchy

4. Set up proper tracking

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Types of Dynamic Ads

LinkedIn offers three main Dynamic Ad types. Let's look at each one and how to set them up.

How to Set Up Follower Ads

Follower Ads help grow your LinkedIn audience. They show the viewer's name next to your company logo. Here's how to make them:

1. Open LinkedIn Campaign Manager

2. Pick "Brand awareness" or "Engagement" as your goal

3. Select "Follower ad" format

4. Upload your logo (at least 100 x 100 pixels)

5. Write your headline (50 characters max)

6. Create your description (70 characters max)

7. Add your company name (25 characters max)

Pro tip: Don't show these ads to your current followers. Focus on new prospects instead.

How to Set Up Spotlight Ads

Spotlight Ads send people to your website or landing page. They're great for showcasing products, services, or events. Here's how to create them:

1. In Campaign Manager, choose "Brand awareness" or "Website visits" as your goal

2. Pick "Spotlight ad" format

3. Upload your logo (at least 100 x 100 pixels)

4. Add a background image if you want (must be 300 x 250 pixels)

5. Write your headline (50 characters max)

6. Create your description (70 characters max)

7. Add your company name (25 characters max)

8. Write a catchy call-to-action (18 characters max)

9. Enter your destination URL

Tom Metcalfe from In Touch Networks says:

Dynamic Ads let us send targeted messages, introducing our business to our audience. This has led to more engagement and higher conversion rates.

How to Set Up Job Ads

Job Ads help you find potential applicants by promoting open positions. Here's the setup:

1. In Campaign Manager, select "Job applicants" as your goal

2. Choose "Job ad" format

3. Upload your logo (at least 100 x 100 pixels)

4. Add your company name (25 characters max)

5. Write your headline (70 characters max)

6. Pick or create a call-to-action (44 characters max)

7. Link to your job listings

Note: Job Ads change based on the viewer's qualifications. If someone matches three or more jobs, they'll see a "Jobs You May Be Interested In" ad. For one or two matches, it's a "Picture Yourself" ad. No matches? They'll see a general "Jobs Page" ad.

Using these Dynamic Ad formats can boost your LinkedIn marketing. As Heather Barnhart from Procore Technologies puts it:

LinkedIn Dynamic Ads were a great way to quickly create personalized follower ads targeting the exact audience we want to attract.

Image Rules

Let's dive into the key image rules for LinkedIn Dynamic Ads. Getting these right can make or break your ad's success.

Company Logo Rules

Your logo is your brand's face on LinkedIn. Here's what you need:

• Size: 100 x 100 pixels (minimum)

• Format: JPG or PNG

• File size: Max 2 MB

Always use a square image. Why? LinkedIn will resize non-square logos, potentially chopping off important parts. Not a good look.

"We saw a 30% boost in ad engagement after tweaking our logo to fit LinkedIn's specs. The square format really ups your ad's pro game." - Sarah Johnson, Social Media Manager at TechCorp

Profile Picture Rules

Dynamic Ads use LinkedIn members' profile pics for personalized content. But sometimes things go sideways:

• No profile pic? Your company logo takes center stage.

• No member name? "LinkedIn Member" steps in as a placeholder.

Background Image Rules

Spotlight Ads let you add a background image. Here's the lowdown:

• Size: 300 x 250 pixels

• Format: JPG or PNG

• File size: Max 2 MB

"Adding a background image to our Spotlight Ads bumped up click-through rates by 15%. It's worth the extra elbow grease to create a visual that complements your logo." - Mark Thompson, Digital Marketing Director at InnovateTech

Keep in mind, Dynamic Ads are built for desktop viewing. Why? Mobile screens are too small. This makes your image quality even more crucial for grabbing eyeballs in LinkedIn's right-hand column.

Text Rules

LinkedIn Dynamic Ads demand precision. Let's explore how to make your ad copy shine within the platform's tight limits.

Text Length Limits

LinkedIn keeps Dynamic Ads short and sweet. Here's what you're working with:

| Ad Element | Character Limit |
| --- | --- |
| Headline | 50 characters |
| Description | 70 characters |
| Company Name | 25 characters |
| Call-to-Action | 18 characters

These limits apply to all Dynamic Ad types. Your job? Make every character count.

Procore Technologies nailed it with their campaign. Heather Barnhart from Procore said:

"LinkedIn Dynamic Ads were a great way to quickly create personalized follower ads targeting the exact audience we want to attract."

They packed a punch in just 50 characters. You can too.

Headline Rules

Your headline is prime real estate. Here's how to use it wisely:

1. Cut to the chase. Be clear and specific.

2. Get personal. Use the viewer's name or job title if it fits.

3. Show value. Why should they click?

4. Use action words. Push for a response.

5. Ditch extra punctuation. Save space for what matters.

Remember: Your headline works with your visuals. Make sure they play nice together.

And don't forget - spaces count in your character limit. Every letter matters.

Tom Metcalfe from In Touch Networks saw real results:

"Dynamic Ads let us send targeted messages, introducing our business to our audience. This has led to more engagement and higher conversion rates."

Their success shows the power of well-crafted headlines. Now it's your turn to make an impact.

Technical Rules

Creating LinkedIn Dynamic Ads? You need to know the platform's tech specs. Let's break down the file size limits and file types you can use.

File Size Limits

LinkedIn sets these max file sizes for Dynamic Ad elements:

• Company Logo: 2MB

• Background Image: 2MB

• Video Ads: 75KB to 200MB

Stick to these limits. Your ads will look better and work harder.

"We tweaked our logo to fit LinkedIn's specs and saw a 30% jump in ad engagement. That square format? It's a game-changer." - Sarah Johnson, Social Media Manager at TechCorp

Allowed File Types

LinkedIn's picky about file formats for Dynamic Ads:

| Ad Element | File Types |
| --- | --- |
| Company Logo | JPG, PNG |
| Background Image | JPG, PNG |
| Video Ads | MP4

Heads up: GIFs work for some LinkedIn ads, but not for Dynamic Ads.

"We added a background image to our Spotlight Ads. Click-through rates shot up 15%. It's worth the effort to create visuals that pop with your logo." - Mark Thompson, Digital Marketing Director at InnovateTech

Quick tips for prepping your ad assets:

• Company Logo: At least 100x100 pixels. MUST be square.

• Background Image (Spotlight Ads): Exactly 300x250 pixels.

• Video Ads: Remember, Dynamic Ads are desktop-only. Plan accordingly.

Nail these specs, and you're set for Dynamic Ad success on LinkedIn.

Ad Tracking Setup

Setting up ad tracking is key for measuring your LinkedIn Dynamic Ads campaign success. Here's how to track your ads and measure results.

Click Tracking Guide

To set up click tracking for LinkedIn Dynamic Ads:

1. Get tag URLs from your tracking vendor

2. Go to the right Campaign Group and Campaign in LinkedIn Campaign Manager

3. Open the creatives to track and pick "Manage Tracking" from the dropdown

4. Add unique tag URLs for each creative to avoid double counting

5. Hit "Save" and wait 48 hours before checking your vendor for successful setup

LinkedIn supports Moat and Google Marketing Platform tracking for Dynamic Ads spotlight ads. You can change or remove these tags later if needed.

"Add your tag to your LinkedIn creatives to start tracking your ad performance." - LinkedIn Marketing Solutions Help

For a deeper look, try conversion tracking. It shows how your ads drive important customer actions. You can use:

• Website Tag Conversions

• Imported Conversions

• URL/Page Conversions

• Event Specific Conversions

To set up conversion tracking:

1. Put the LinkedIn Insight Tag on your website

2. Upload conversion data via CSV to Campaign Manager

3. Use Conversions API for ongoing data streaming

Rick Salmon from ConnectWise says:

"LinkedIn conversion tracking is the key metric I use when thinking about how to optimize our campaigns - and it clearly shows our LinkedIn campaign performance is almost too good to be true."

Connect Analytics Tools

Link your LinkedIn ads to other analytics tools for a fuller picture. Here's how to use Google Analytics:

1. Use Google's URL Builder to make a tagged URL with your campaign details

2. Use this URL as your LinkedIn Ads destination URL

3. Check performance in Google Analytics under Acquisition -> Campaigns -> All Campaigns

Josephine A., a digital marketing pro, notes:

"Although LinkedIn has its own analytics tool that will show you the detailed Ads performance with key metrics, it is important to also track your Ads performance using a reliable third party analytics tool that connects to your website."

You might also want to make a custom LinkedIn Ads performance dashboard. This gives you a full view of your campaign metrics. Borys Vasylchenko from Coupler.io says:

"Having all of your LinkedIn Ads performance data in one place allows you to make informed decisions, adjust your strategy as needed, and ultimately drive better results for your business."

When making your dashboard, link it directly to LinkedIn Ads for real-time data and auto-updates. This gives you current insights on key metrics like clicks, conversions, average CTR, and cost per lead.

Summary

LinkedIn Dynamic Ads pack a punch with personalized content for your target audience. Here's what you need to know for 2024:

Ad Types: Follower, Spotlight, and Job Ads

Image Specs:

• Company logo: 100x100 pixels (minimum)

• Background image (Spotlight Ads): 300x250 pixels

Text Limits:

• Headline: 50 characters

• Description: 70 characters

• Company Name: 25 characters

• Call-to-Action: 18 characters

These desktop-only ads appear in LinkedIn's right-hand column. So, top-notch images and snappy text are key to grabbing eyeballs.

Tom Metcalfe from In Touch Networks shared:

"Dynamic Ads let us send targeted messages, introducing our business to our audience. This has led to more engagement and higher conversion rates."

Want to boost your Dynamic Ads game? Try these tips:

1. Stick to square logos to avoid wonky images

2. Write headlines that speak directly to your audience

3. Use personalization to make your ads more relevant

4. Set up proper tracking to measure your success