As an advertiser, you can use conversation ads to start a conversation with professionals and business decision-makers through LinkedIn Messaging on both desktop and mobile devices. Conversation ads are a form of native advertising displayed to members through LinkedIn Messaging based on the target audience you create.
Important to know
• Ads are rejected if they don't meet our advertising guidelines.
• Conversation ad campaigns can’t target members based in the European Union (EU). If a campaign includes both EU and non-EU targeting, the campaign will continue to deliver to non-EU audiences.
• Conversation ad campaigns can’t target members based in the European Union (EU). If a campaign includes both EU and non-EU targeting, the campaign will continue to deliver to non-EU audiences.
The following table lists the specifications for conversation ads.
| Conversation ad section | Specification |
|---|---|
| Name this ad | 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. |
| Optional: Banner creative | • 300 x 250 pixels (maximum) |
| Optional: Custom footer & terms of conditions | Use up to 20,000 characters, including spaces and punctuation. |
| 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. |
| Optional: Add an image | • For desktop, upload a 250 x 250 pixels (maximum) image. Mobile might render the image differently depending on the platform. |
| Call-to-action (CTA) button text | Use up to 25 characters, including spaces and punctuation. |
| Maximum CTA buttons | Five buttons per message and 50 buttons per conversation. Note: When viewed by members, the first CTA button is displayed at the bottom of the screen and remains visible as they scroll through the message. As members engage further and click more CTA buttons, the first button of the latest message is displayed and remains persistent at the bottom of the screen. Important to know: We’re gradually releasing the persistent CTA button as part of the member experience, and you might not have access to it at this time. The persistent CTA button isn’t available for iOS. |
| 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 Customer 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. |
| 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, don't 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. |
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