As an advertiser, you can use a click-to-message ad to capture your audience’s attention with a single image ad in the feed that redirects them to a conversation using a call-to-action (CTA) button. When members click the CTA button, they’re redirected to a conversation ad in the Focused tab of their LinkedIn Messaging inbox.
Important to know
Ads are rejected if they do not meet our advertising guidelines.
The following table provides information on the advertising specifications for a click-to-message ad.
| Area | Item | Specification |
|---|---|---|
| Create new single image ads for this campaign | Name this ad (optional) | Use up to 255 characters, including spaces and punctuation. |
| Introductory text | Use up to 150 characters including spaces, emojis, and punctuation to avoid truncation (600 character maximum). You can use up to four emojis. Insert any legally required language in the introductory text. URLs that are longer than 23 characters will be converted to a short link. | |
| Ad image | File type: JPG, PNG, or GIF | |
| Ad image alt text (optional) | Use up to 300 characters including spaces. | |
| Create a new conversation | Conversation | You can only use one conversation. |
| Name this conversation | Use up to 255 characters, including spaces and punctuation. | |
| Sender | Select from available senders or add a sender. | |
| Subject | Use up to 60 characters, including spaces and punctuation. The subject line appears as the first line in the member’s Messaging inbox. Short and impactful subject lines are recommended. | |
| Banner creative (optional) | 300 x 250 pixel (maximum) Note: The banner is not clickable for click-to-message ads. | |
| Custom footer & terms of conditions (optional) | Use up to 20,000 characters, including spaces and punctuation. | |
| Templates | Choose from one of 10 templates that best fits your messaging goal or select the blank template to design your own conversation template. | Once you create your conversation, you cannot change your template selection. |
| Conversation builder | Intro message | Use up to 8,000 characters, including spaces, emojis, and punctuation. You can use up to 10 emojis in the Intro message field. Rich text options like bulleting, italics, and bolding are available, although we recommend keeping the formatting simple and conversational since you're in a conversation space. The Intro message field is automatically populated with a sample message, including macro support, which makes it easier and quicker for you to create a custom message. The Insert custom fields dropdown lists the available macros, which include the recipient’s first name, last name, company name, job title, or industry. A tooltip provides information about creating impactful messages, and a dynamic feedback recommendation is enabled for more than 500 characters as fewer characters can drive higher engagement. |
| Add an image (optional) | For desktop, upload a 250 x 250 pixel (maximum) image. Mobile might render the image differently depending on the platform. File type: JPG or PNG format. Maximum file size: 5 MB. | |
| Call-to-action (CTA) button text | Use up to 25 characters, including spaces and punctuation. | |
| Maximum CTA buttons per message | Five | |
| Action | Show next message or Send to website | |
| Destination URL | URLs must have the http:// or https:// prefix. Use up to 2,000 characters for the destination link. If you add URL parameters for third-party tracking, do not use quotation mark characters within the parameter settings, as these parameters can prevent you from reaching the destination URL. Some special characters, for example: > < # % { } [ ] can cause errors when they're included in the query string at the end of the destination URL. If special characters are accepted, they might not be supported by all browsers. If your URL generates an error, copy everything after the question mark in the URL and paste it into a URL encoder. Then, copy your results and replace the original query string in the URL to resolve the issue. | |
| Response message | Use up to 8,000 characters, including spaces, emojis, and punctuation. You can use up to 10 emojis per message layer in a conversation ad campaign. For example, if your conversation ad has four CTA buttons and each button has a Show next message action, you can have a maximum of 40 emojis in the conversation ad. Rich text options like bulleting, italics, and bolding are available, although we recommend keeping the formatting simple and conversational since you're in a conversation space. The Message field is automatically populated with a sample message. The Insert custom fields dropdown lists the available macros, which makes it easier and quicker for you to create a custom message. A tooltip provides information about creating impactful messages, and a dynamic feedback recommendation is enabled for more than 500 characters as fewer characters can drive higher engagement. |