LinkedIn for Advertisers: From Banners to Promos
With over 1.15 billion monthly active users using LinkedIn globally, the platform allows advertisers to connect with decision-makers, build trust, and showcase their brand to a highly targeted audience. While visuals like LinkedIn banner size play an important role in establishing professionalism, a successful LinkedIn strategy involves more than just appearances. Luckily, this article will take you through the banner sizes you need, optimizing your LinkedIn, and best practices for LinkedIn ads.
Let’s see how to polish your LinkedIn for your media buying purposes and overview all the elements you need to mind.
A detailed look at the correct banner sizes and how to design them for maximum visibility.
- Personal profile cover photo: 1584 x 396 pixels
- Company page cover banner: 1128 x 191 pixels
- Article header images: 1200 x 627 pixels
- File format: PNG, JPG
- Safe zones matter: Keep text and logos within the central 60% of the image to avoid cropping on mobile.
- Consistent branding: Use company logos and colors to match the brand identity across different social platforms.
- Contrast and readability: Avoid light-colored text on bright backgrounds—high contrast works best.
- Low-resolution images that look blurry or stretched.
- Placing logos or text near the edges, causing them to be cropped on mobile.
- Ignoring LinkedIn’s automatic resizing can distort improperly sized images.
Why a well-optimized LinkedIn Page matters for advertisers
Your LinkedIn page is a source of credibility for leads, partners, and long-time customers. An optimized page improves your brand’s visibility in search results, legitimizes your brand, and, just like on Facebook, acts as a place where you can drive organic engagement.
How to set up a high-performing LinkedIn business page
Craft a clear, relevant, company description
Your ‘About’ section should succinctly describe your company’s mission, values, products, and services. Incorporate relevant keywords that your target audience might use to search for services like yours. This informs visitors about your business and improves your page’s searchability.
Select an appropriate call to action
LinkedIn offers various CTA buttons, such as ‘Visit Website,’ ‘Contact Us,’ ‘Learn More,’ and ‘Sign Up.’ Choose the one that aligns best with your business objectives and encourages visitors to take the desired action.
Integrate featured content and multimedia
Incorporate rich media elements like images, videos, and documents to showcase your products, services, and company culture. Featuring high-quality multimedia content can make your page more engaging and informative.
Content strategy for LinkedIn
Choose the content that performs best
Content that offers value to your audience tends to perform well on LinkedIn. This includes industry insights, thought leadership articles, case studies, and informative posts that address the interests and pain points of your target audience.
Decide how often you’ll post
Consistency is key on LinkedIn. While the ideal posting frequency can vary depending on your audience and resources, a general recommendation is to post at least once weekly to maintain visibility and engagement. Monitoring your audience’s response can help you fine-tune this frequency over time.
Use engaging formats
Diversify your content by incorporating various formats such as videos, articles, and infographics. Videos, in particular, have been shown to significantly increase engagement on LinkedIn. Infographics can effectively convey complex information in a visually appealing manner, making them highly shareable.
LinkedIn ads: How to use LinkedIn for promotions
Overview of LinkedIn’s ad formats
Like other social platforms, LinkedIn offers a wide variety of ad formats to choose from. The most popular are:
Sponsored content ads
These native ads appear directly in your target audience’s feed among organic content. Sponsored Content includes single image ads, video ads, carousel ads, event ads, document ads, and thought leader ads.
Message ads (InMail campaigns)
Delivered directly to a user’s LinkedIn inbox, Message Ads allow for personalized communication, making them effective for event invitations, promotions, or personalized offers.
Dynamic ads and text ads
Dynamic Ads personalize the creative for each viewer using their profile data. Text Ads are concise, text-based ads that appear on the right-hand sidebar or at the top of the LinkedIn desktop interface, suitable for driving traffic to your website or landing pages.
Best practices for running LinkedIn ads
Choose the right audience-targeting settings
Use LinkedIn’s targeting capabilities to define your audience based on criteria such as job titles, industries, company size, and more. Its precision makes sure your ads reach the most relevant professionals for the best results.
Write effective ad copy that encourages engagement
Craft compelling ad copy that addresses the needs and interests of your target audience. Use clear and concise language, incorporate strong calls to action, and highlight unique value propositions to capture attention and drive engagement.
Use A/B testing to improve performance
Implement A/B testing by creating multiple versions of your ads with variations in elements such as headlines, images, or calls to action. This approach allows you to identify which versions resonate best with your audience, enabling data-driven optimizations for improved performance.
Common mistakes and how to avoid them
Banner and visual issues
Incorrect banner sizes leading to stretched or cropped images
Using improper banner dimensions can result in distorted visuals, undermining your brand’s professionalism. Ensure your images adhere to LinkedIn’s recommended sizes to maintain visual integrity.
Neglecting mobile optimization for banners and images
With 70% of LinkedIn sessions occurring on mobile devices, failing to optimize visuals for mobile can lead to poor user experiences. Designing banners and images that are responsive and display correctly across all devices.
Engagement and ad strategy mistakes
Poor audience targeting resulting in low engagement
Broad or misaligned audience targeting often leads to your ads being shown to users unlikely to engage. Refine your audience parameters to align closely with your ideal customer profile, considering factors like job titles, industries, and company sizes.
Relying solely on ads without building organic engagement
Focusing exclusively on paid advertising without cultivating organic content can make your brand appear inauthentic. Balance your strategy by regularly posting organic content to build trust and foster a genuine connection with your audience.
Neglecting to track ad performance metrics for campaign optimization
Failing to monitor metrics can result in missed opportunities for improvement. Regularly analyze metrics such as click-through rates, conversion rates, and return on ad spend to inform strategic adjustments and enhance campaign effectiveness.
Conclusion
LinkedIn offers unique opportunities for advertisers to reach a professional audience, but success depends on well-optimized visuals and strategic content. By using the right banner sizes, ad formats, and engagement tactics, you can maximize your brand’s visibility and drive meaningful business connections.
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