a single source, nothing corroborates it

Never run a campaign with one creative

Put several variants of the message and the image into the same campaign so the comparison teaches you something about the audience: in one campaign for a professional conference, the ads without a discount code beat the ads with one by a wide margin, which is a fact about the buyers rather than about the design. Replace whatever image the platform pulls automatically from your page with a deliberately chosen one at the recommended dimensions, and prefer images with human faces.

The method

1. 01

   Never let a campaign run with a single creative; put several variants of the message and image in the same campaign so the comparison teaches you something about the audience.

2. 02

   Replace the image LinkedIn auto-pulls from your page with a deliberately chosen, recognizable one at the platform's recommended dimensions; images with human faces attract attention.

What it returned

• 1.91

  1200x627 at a 1.91:1 ratio, minimum 400px wide, maximum 5MB, 72dpi, JPEG/JPG/GIF/PNG with no animation.

• In a campaign for a professional conference, ads without a discount code outperformed ads with one by a wide margin.

Sources

• How to Use LinkedIn Sponsored Content to Get Sales LeadsGreg Kogan · gkogan.co · Set Up and Run the LinkedIn Sponsored Content Campaign · 2016-06-10