With XING and LinkedIn, companies now have two powerful advertising platforms at their fingertips to generate high-quality leads with minimal wastage. The wide range of advertising options offered by the two business networks can seem very complex at first. The many formats are characterized by different image requirements and text modules or their length. In this blog post, MISSION OM lists all current advertising options and presents the individual specifications clearly. This means that nothing can go wrong with the future creation of ads!
If you would like more information about LinkedIn Ads and XING Ads, we recommend our blog posts on LinkedIn Ads vs. Xing Ads – Where is the best place to advertise?, LinkedIn Ads – Campaign goals and target groups and LinkedIn Ads – Ad formats.
LinkedIn image sizes and text lengths
The LinkedIn Ads Campaign Manager is the management tool for all LinkedIn campaigns. This is where the ads are created, managed and their progress tracked. First, the desired campaign objective must be determined, then the target group created and then the desired ad format selected. But what are the requirements for the media formats and what is the maximum length of the text modules? These questions are clarified below for each individual ad format. For some character specifications, the maximum number of characters that are visible on mobile devices is given in brackets. Once this number of characters has been exceeded, a clickable “… show more” appears, which hides the rest of the message. This is not conducive to the overall message and it is recommended not to exceed this number.
LinkedIn Single Image Ad
The single image ad could be described as the classic ad. An interesting introductory text, a link to the selected landing page, a captivating headline and the appropriate call-to-action are accompanied by an image that should draw the user’s attention to the ad. The aim here is to use an appealing image to stop the user from scrolling further and make them pause. With the right dimensions and creative texts, this measure almost guarantees success.
Image guidelines:
- In principle, LinkedIn accepts all image formats. However, the image should be wider than 400 pixels, otherwise it will only be displayed as a thumbnail.
- Recommended size 1,080 x 1,080 pixels
- The maximum image size is 7,680 x 7,680 pixels.
- The file formats JPG, PNG or GIF (not animated) are accepted.
- The maximum file size is 5 MB.
Character specifications:
- Heading: maximum 200 characters (mobile max. 70 characters up to “… show more”)
- Introduction text: maximum 600 characters (mobile max. 150 characters up to “… show more”)
- Description:
- 300 characters (mobile max. 100 characters up to “… show more”)
- The description is hardly ever visible. It is only displayed in the LinkedIn Audience Network or if the ad image is too small. Can be generated automatically by the website.
LinkedIn Carousel Image Ad
The Carousel Image Ad is particularly useful for highlighting individual products or services. Up to ten images can be used in the LinkedIn Carousel Ad. Each image can be given its own headline and link in order to be redirected to a suitable landing page. The targeted user is given a deeper insight into the advertising company and its offers thanks to the wealth of information and click options. The wealth and depth of information ensures that the user has a more precise idea of the added value the advertising company can offer.
Image guidelines:
- Recommended size 1,080 x 1,080 pixels
- Recommended aspect ratio of 1:1
- Maximum size 6,012 x 6,012 pixels
- File formats: JPEG, PNG, GIF (not animated)
- The maximum file size is 10MB.
Character specifications:
- Card headings:
- 45 characters for a link to a website/landing page
- 30 characters with attached lead gen form (a call-to-action button is displayed here, so fewer characters are available)
- Introduction text: 255 characters (mobile max. 150 characters until truncated)
LinkedIn Video Ad
The best way to attract a user’s attention is still the moving image. The need to follow movements, which is deeply rooted in human nature, can be exploited in marketing. We recommend uploading the video in the best possible resolution, as the quality is a key factor in the success of the campaign. The viewer will not watch a pixelated video for long, no matter how extraordinary the content is.
Video guidelines:
- With an aspect ratio of 16:9
- min. 640 x 360 pixels
- max. 1,920 x 1,080 pixels
- With an aspect ratio of 1:1
- min. 360 x 360 pixels
- max. 1,920 x 1,920 pixels
- With an aspect ratio of 9:16
- min. 360 x 640 pixels
- max. 1,080 x 1,920 pixels
- Subtitles must be formatted in SRT format
- The video must be uploaded in AAC or MPEG4 format.
Audio specifications:
- The audio track must not exceed 64 kHz.
Character specifications:
- Introductory text: 600 characters (mobile max. 150 characters)
- Headline: 200 characters (mobile max. 70 characters)
LinkedIn Text Ad
A bold headline that speaks directly to the potential customer and a strong call-to-action give a text ad the attention it needs. A well-chosen image can completely convince the target group to move to the landing page. The text ads are displayed either at the top or in the right-hand column of the desktop version of the LinkedIn homepage.
Image guidelines:
- Only 100 x 100 pixels are possible
- The company logo from the company profile is automatically preselected, but can be replaced.
- The file format must be JPG or PNG.
- The file size must not exceed 2MB.
Character specifications:
- Heading: 25 characters
- Ad description: 75 characters
LinkedIn Spotlight Ad
The Spotlight Ad belongs to the category of dynamic ads. These are characterized by the fact that user profile information is automatically included in the ad. The user sees a personalized ad that includes their own profile picture and name, which directly involves the user in the ad. LinkedIn Ads makes it easier to create ads by providing several predefined texts via drop-down selection. Alternatively, it is possible to write your own text.
Image guidelines:
- Background image: 300 x 250 pixels
- Company logo:
- Imported by default from the company page, but can also be changed
- only 100 x 100 pixels possible
- The maximum file size is 2MB.
- JPG and PNG work as file formats
Character specifications:
- Heading: 50 characters
- Company name: 25 characters
- Call-to-action: 18 characters
LinkedIn Follower Ad
The follower ad is also one of the dynamic ads. As the name suggests, the follower ad aims to increase the number of followers of the company page. As with the spotlight ad, the user’s profile picture and name are integrated directly into the ad. As you can see in the example, I am asked directly to follow MISSION OM. If I were already following the page, I would see a different call-to-action button. This can be defined when creating the campaigns.
Image guidelines:
- Company logo:
- Imported by default from the company page, but can also be changed
- only 100 x 100 pixels possible
- The file format must be JPG or PNG.
- The file size must not exceed 2MB.
Character specifications:
- Company name: 25 characters
LinkedIn Message Ad
The message ads reach the target group via the LinkedIn inbox and are disguised as normal messages (but marked as advertising by a “Sponsored”). The fact that an employee profile of the company appears as the sender of the message means that the user is addressed on a deeper, more personal level. The written message can be equipped with call-to-action buttons. LinkedIn macros can also be used to address the user directly or, for example, to include their job title, company name or industry in the message, which also gives the whole thing a more personal touch.
Image guidelines:
- Banner:
- The image must be in the format 300 x 250 pixels.
- The file must not exceed 2MB in size.
- The file format must be JPG or PNG.
Character specifications:
- Subject: 60 characters
- Message:
- up to 7,950 characters
- Recommendation: maximum 500 characters
- Call-to-action: 20 characters
LinkedIn Conversation Ad
The Conversation Ad is based on the Message Ad, but has some interactive elements. With the Conversation Ad, the LinkedIn user is taken on a customer journey along which there are many opportunities to pick up the user as a customer and bring about a conversion. After each click by the targeted user, the sending of a new message is simulated. The user thinks that their individual information needs are being addressed and feels better understood.
Image guidelines:
- Banner:
- The image must be in the format 300 x 250 pixels.
- The file must not exceed 2MB in size.
- The file format must be JPG or PNG.
- Thank you picture:
- Format 250 x 250 pixels
- The file must not exceed the size of 5MB.
- The image must be in JPG or PNG format.
Character specifications:
- Message: 500 characters
- Button texts: 25 characters
- Answers 500 characters
LinkedIn job ad
The last of the dynamic ads, the job ad, is used when the company has several jobs to offer and wants to draw attention to them. The principle is similar to that of the Follower Ad and the Spotlight Ad. Information from the targeted user profile is incorporated directly into the ad. With the right call-to-action and the right approach, the jobs are filled quickly.
Image guidelines:
- Company logo:
- only 100 x 100 pixels possible
- The file format must be JPG or PNG.
- The file size may have a maximum size of 2MB.
Character specifications:
- Company name: 25 characters
LinkedIn Single Job Ad
The last LinkedIn format is called Single Job Ad and, as the name suggests, advertises a single job ad. This can be particularly helpful if a position needs to be filled as quickly as possible. Clicking on the ad takes the user directly to the LinkedIn job ad, from where they can apply directly for the job.
Character specifications:
- Introduction: 600 characters (mobile maximum 150 characters)
XING image sizes and text lengths
As with LinkedIn, advertising can also be placed on XING, the largest German-speaking business network. In contrast to LinkedIn, however, XING Ads offers fewer advertising and targeting options. The high interaction rate of XING users and the generally high level of user activity nevertheless suggest that XING should be used as an advertising platform. It is also possible that potential customers are only active on one of the two platforms and would not be addressed if they were only targeted on one platform.
XING Ads website
The XING Website Ad redirects the XING user to a landing page. This type of ad is suitable for general advertising of your own products and services or for certain special promotions. Care should be taken to ensure that the link provided really does match the ad one hundred percent. If in doubt, we recommend creating a special landing page for the campaign.
Image guidelines:
- Ad image:
- The resolution must be at least 1,200 x 675 pixels.
- The aspect ratio should be 1.96:1.
- The file format must be JPG or PNG.
Character specifications:
- Heading: 60 characters
- Description: 140 characters (mobile max. 82 characters)
XING Ads Event
One of the great strengths of the XING network is events. XING was able to expand this area by acquiring an online ticket provider in 2011. Since then, tickets for events can be sold directly via XING. From online seminars and after-work events to training courses, you can find everything on XING Events. An event can be actively advertised with the Xing Event Ad. The ads are displayed in the news on the XING homepage and in the right-hand sidebar.
Character specifications:
- Comment: 80 characters
XING lead form
The XING Ads lead form is particularly suitable for generating leads. Whether subscribing to the newsletter via XING, requesting a download link for a study or simply offering your own services – the lead form has the advantage that high-quality leads are generated by filling in the contact fields. The collected data can then be used for targeted targeting and downloaded from XING as a CSV file.
Image guidelines:
- Ad image:
- The resolution must be at least 1,200 x 675 pixels.
- The aspect ratio should be 1.96:1.
- The file format must be JPG or PNG.
Character specifications:
- Heading: 60 characters
- Description: 120 characters (mobile max. 80 characters)
XING video ad
The newcomer among XING Ads. Previously, video ads could only be placed if you had a certain advertising budget. However, XING has decided to remove this enormous hurdle and make it possible for all XING members to create and manage video ads in the Ads Manager. Because users are more likely to notice moving images than static ones, video ads can be an effective way of placing ads. However, this requires the use of a high-quality video that matches the ad.
Video guidelines:
- The aspect ratio must be 16:9.
- The file size must not exceed 5GB.
- The video must be uploaded in AVI, MOV or MP4 format.
- The subtitles must be uploaded in SRT format and must not be larger than 10MB.
Character specifications:
- Title: 60 characters
- Description text: 80 characters
XING page
This ad format is quickly explained. The XING Page ad is used to advertise your own XING pages. The different pages can be, for example, the employer profile or sector profiles or business pages. The sole purpose of the ad is to generate followers. The call-to-action button is therefore logically “Follow”.
Character specifications:
- Comment: 80 characters
XING News
Sponsoring a news item means promoting a shared post or a shared news item on XING. The company updates that have already been published are listed here and the post that is to be sponsored can be selected.
Image guidelines:
- Ad image:
- The recommended resolution is 1,200 x 612 pixels.
- The aspect ratio must be1.96:1 , otherwise the image will be cropped automatically.
- The file format must be JPG or PNG.
Character specifications:
- Heading: 60 characters
- Description: 120 characters
Conclusion
While the inclusion of the business platforms XING and LinkedIn in the marketing mix of every company should be considered, the abundance of ad formats of the two business networks can initially seem daunting. On closer inspection, however, it becomes clear that the formats are similar in many respects, as they mostly consist of building blocks that can be found in other formats. Nevertheless, a quick look at this article is recommended so that the order to the graphics department does not have to be abandoned a second time.
Do you need help with XING Ads, LinkedIn Ads or other areas of online marketing?
Then contact us now without obligation and arrange a free initial consultation!
