Linkedin Sponsored Content Ad Formats [in 2022]

Written by: Emily Anderson
Last updated:

If you’re looking to gain more visibility for your brand, LinkedIn sponsored content ads might just be one of your best bets.

Not only is it affordable, but it also comes with tons of features that enable you to reach out to the masses quickly and conveniently. But how does it work and what are the different ad formats you can work with? Find out from this LinkedIn ads tutorial.

If you prefer to watch a video tutorial on LinkedIn Sponsored Content ad formats, check out this one:

LinkedIn sponsored content overview

When you sign up for the sponsored content option, you get an opportunity to deliver and popularize your native ads to the usual LinkedIn newsfeed of your potential customers. Because you have an additional option to select a target audience depending on a couple of metrics, you get plenty of leverage to boost your brand visibility with Single, Carousel, and interactive advertisements.

What’s more, the platform also has options if you are low on the funds or are trying to keep it minimal. In either of these cases, a Single job advertisement format might be an excellent option. Alternatively, or additionally, you might also want to come up with event-specific advertisements.

However, regardless of the format, you choose it will come with some basic creative needs. And to make the most of it, you need to address these needs by electing a sponsor and opting for page updates, and creating direct content (sponsored) by leveraging the Campaign manager feature.

As and when you opt for sponsored content forms, you will realize that it will address the entire marketing funnel requirements from the beginning to the end. You can leverage the platform to boost the awareness or visibility of your current brand. Next, it will also make way for higher website traffic and greater volumes of engagement.

If you have interactive content on your website, it will also translate to direct views. You can make the most of these marketing options by combing them with integrated tools that support the conversion of websites and the sponsoring of new job proposals.

LinkedIn sponsored content ad formats

Now that you know how sponsored content works on LinkedIn, you probably want to know about the different kinds of ad formats that the platform supports. In this section, we will answer your question in detail while also shedding some light on the best practices.

Linkedin Single Image format

This is probably the simplest ad format available. As evident from the name, it features a single ad along with an image, a header, and some text that directly appears on the LinkedIn feed of your potential clients and audience. You can leverage the format to support marketing funnels from scratch and you can also leverage them for any type of objective-specific campaign.

Linkedin Video ad Format

If you want to garner greater views and clicks along with higher brand visibility, you might want to make the most of the video format. This supports all forms of interactive ads that are in popular video formats. This is an excellent way to garner clicks and views from potential audiences.

Linkedin Sponsored content

This refers to a bunch of collective advertisement formats that are accessible the moment you want to come up with a new ad campaign. These include both the single and video advertisements with the addition of carousel options.

LinkedIn Sponsored Content (Direct)

Again, this refers to several advertisement formats collectively including any update from your LinkedIn sponsored account. Additionally, you receive updates about the performance of advertisements in the Campaign manager.

With that said, if you are looking to vouch for this option, you won’t directly find it as part of the organic updates of LinkedIn feeds. However, it will be automatically available every time someone uses the option to filter out advertisements.

LinkedIn sponsored content Tips and best practices

If you’re looking to make the most of the LinkedIn sponsored option, here are a bunch of best practices:

  • Try to keep the header under 150 characters.
  • If you are using any descriptive text, limit it to 70 characters.
  • Try to go for bigger versions of images as opposed to casual thumbnail formats.
  • Leverage the ad specification option to get a better hold of your target audience.

LinkedIn sponsored content vs direct sponsored content 

LinkedIn sponsored content always stands out when compared to its direct sponsored counterparts thanks to the bunch of customization options it features. Additionally, setting up marketing campaigns on LinkedIn is now easier than ever!

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