How LinkedIn Enables You to Test Different Pieces of Creative Content

January 20, 2017

Editor’s Note: This blog post is part of a 14-day series on running successful LinkedIn Sponsored Content. View the previous blog post here.

In addition to A/B testing your targeting strategy, you should also be testing your creative assets for each campaign. Conducting an image test within one campaign is a great way to figure out what visuals resonate most with your audience.

In LinkedIn’s Campaign Manager, you can select more than one creative asset for any one campaign, making it easy to test different types of visuals with the same messaging.

LinkedIn recommends testing at least four different visuals and selecting the option “rotate variations evenly” in the tool to make sure you’re running the test properly.

When you choose to “rotate variations evenly,” Campaign Manager takes a sample of impressions at the beginning of the campaign and uses that to determine which creatives perform the best for your campaign. After the initial batch, Campaign Manager will switch to display only the best performing creative to optimize your campaign results.

Make sure to keep track of which A/B tests you’re running and their results. See what conclusions you can draw from the data over-time and use the tests to tailor your strategy for long-term gains.

To help get you started with testing creative, here are LinkedIn’s image spec requirements:

Image Display Size:

  • 1.91:1 ratio (1200x627px)
  • Image must be above 200px in width.
  • Images on mobile will not be cropped. Images of other ratios will show in full with subtle white padding.

Max Weight:

  • 100MB
  • Recommended PPI (pixels per inch) is 72

Supported types:

  • JPG, GIF, PNG, PDF, PPT, PPS, PPTX, PPSC, POT, POTX, DOC, DOCX, RTF (MSOFFICE), Apple iWork Pages, ODT, ODP
  • Animated GIFs are not accepted.

Image Size:

  • 1.91:1 ratio (1200x627px) Industry Standard
  • Introductory Text: 150 characters or less, including the landing page URL

Learn how to tie all that you’ve learned in together with tomorrow’s final blog post. In the interim, create your own LinkedIn ad by logging into Campaign Manager.

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