Click-to-message ads advertising specifications

<!DOCTYPE html> <html lang="en" data-ui-framework="glimmer" data-presentation-type="FULL_PAGE" class="theme--artdeco"> <head> <title>Click-to-message ads advertising specifications | Marketing Solutions Help</title> <meta name="apple-mobile-web-app-capable" content="yes"> <meta name="apple-mobile-web-app-status-bar-style" content="default"> <meta name="viewport" content="width=device-width, initial-scale=1"> <meta name="description" content="Click-to-message ads advertising specifications"> <meta name="locale" content="en_US"> <meta name="robots" content="index,follow"> <meta name="og:title" content="Click-to-message ads advertising specifications | Marketing Solutions Help"> <meta name="og:site_name" content="Marketing Solutions Help"> <meta name="og:description" content="Click-to-message ads advertising specifications"> <meta name="og:url" content="https://www.linkedin.com/help/lms/answer/a1383247"> <meta name="pageKey" content="hc_search_entity"> <meta name="asset-url" id="artdeco/static/images/icons.svg" content="https://static.licdn.com/sc/h/6sz1e821vgereyxaakx87tt4z"> <meta name="helpcenter:bootstrap" content="{"cdnUrl":"https://static.licdn.com","application":{"name":"helpcenter-frontend","instance":"i001","version":"0.5.5030","multiproductName":"helpcenter"},"availableHelpCenters":[{"urn":"urn:li:helpCenterInstance:linkedin","longLabel":"LinkedIn Help","shortLabel":"LinkedIn"},{"urn":"urn:li:helpCenterInstance:billing","longLabel":"Corporate Billing Help","shortLabel":"Corporate Billing"},{"urn":"urn:li:helpCenterInstance:learning","longLabel":"Learning Help","shortLabel":"Learning"},{"urn":"urn:li:helpCenterInstance:lms","longLabel":"Marketing Solutions Help","shortLabel":"Marketing Solutions"},{"urn":"urn:li:helpCenterInstance:recruiter","longLabel":"Recruiter Help","shortLabel":"Recruiter"},{"urn":"urn:li:helpCenterInstance:sales-insights","longLabel":"Sales Insights Help","shortLabel":"Sales Insights"},{"urn":"urn:li:helpCenterInstance:sales-navigator","longLabel":"Sales Navigator Help","shortLabel":"Sales Navigator"},{"urn":"urn:li:helpCenterInstance:talent-hub","longLabel":"Talent Hub Help","shortLabel":"Talent Hub"},{"urn":"urn:li:helpCenterInstance:talent-insights","longLabel":"Talent Insights Help","shortLabel":"Talent Insights"}],"globalAlerts":[],"helpCenterInstance":"urn:li:helpCenterInstance:lms","lixResults":[],"locale":"en_US","pageKey":"hc_search_entity","presentationType":"FULL_PAGE","uiTheme":"ART_DECO","uiDesignSystem":"hue-infra","siteSearch":{},"contactChannels":{"contactUs":{"href":"https://www.linkedin.com/help/lms/ask"}},"allowOpenChatWithQueryParam":false}"> <meta name="helpcenter:clientdata" content="{"helpCenterArticleUrn":"urn:li:helpCenterArticle:(1383247,LITHOGRAPH)"}"> <meta name="helpcenter:tracking-id" content="TBbHy09GTBqCoEXtNcLjEA=="> <link rel="canonical" href="https://www.linkedin.com/help/lms/answer/a1383247">  <link rel="icon" href="https://static.licdn.com/scds/common/u/images/logos/favicons/v1/favicon.ico"> <script>(function(){function a(){var a,b;var c=new Promise(function(c,d){a=c,b=d});return c.resolve=a,c.reject=b,c}window.helpcenter=a()})();</script> <script src="https://static.licdn.com/sc/h/8hfbuq1ftcvnnx4dd5067pi0t" async defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/kqnjxe4lquult2wh53f8nxdt" defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/eyu17lkf6vsg7kzra0vc59dhy" defer type="text/javascript"></script> <script src="https://static.licdn.com/sc/h/bgx32xxh5d2kzmy7ihmmx4l8d" defer type="text/javascript"></script>   <script src="https://static.licdn.com/sc/h/dah7freax6g0ke4qb7ldi8lo9" defer type="text/javascript"></script> <link rel="stylesheet" href="https://static.licdn.com/sc/h/5xeufzc2c97mapmyf53p7pzb4"> <link rel="stylesheet" href="https://static.licdn.com/sc/h/br4pwt2mabgjtw8ggoqn5thbd"> <script src="https://static.licdn.com/sc/h/74ve28hdtc8mw6w2g0inpz1vw" defer type="text/javascript"></script> <link rel="stylesheet" href="https://static.licdn.com/sc/h/f2nrji8842qbbbdkma1xmhaco"> </head> <body dir="ltr" class="base-page hue-web-theme--classic hue-web-color-scheme--light" data-test-id="base-page-body" data-in-hueify-scope="true"> <header class="global-header" data-test-id="global-header"> <div class="placeholder " id="system-message-outlet" data-inert-toggle-target="me-menu-inert-toggle-target" data-test-id="system-message-outlet"> </div>  <div class="page-width-content"> <div class="accessibility-menu" data-test-selector="accessibility-menu" data-inert-toggle-target="me-menu-inert-toggle-target"> <div class="visually-hidden" aria-live="polite"> <p class="mobile-view-on-desktop">Attention screen reader users, you are in a mobile optimized view and content may not appear where you expect it to be. 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specifications </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 3 months ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(1383247,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>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. </p> </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p><p></p>We're gradually releasing new objectives for click-to-message ad campaigns to better align with business objectives and to ensure LinkedIn can scale to other ad formats and objectives for click-to-message ad campaigns. As a result, from late August 2024, we’ve made the following changes: <br> • The messaging objective is no longer available in Campaign Manager.<br> • You can’t edit existing click-to-message ads that use the messaging objective. However, you can turn ads on or off, and make campaign and campaign group edits.<br> • You can’t create click-to-message ads using the messaging objective, but you can create click-to-message ads using either the website visits or lead generation objectives with single image ads.<br> • You can’t duplicate a click-to-message ad campaign that uses the messaging objective. </p><p>See the <a rel="" href="https://www.linkedin.com/help/lms/answer/a6821520" target="_self">Messaging objective is no longer available</a> article for more information.</p><p></p> </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The following table provides information on the advertising specifications for a click-to-message ad.</p> </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>Ads are rejected if they do not meet our advertising guidelines.<br> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div>  </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Area</th> <th class="artdeco-table-header">Item</th> <th class="artdeco-table-header">Specification</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td rowspan="7" class="artdeco-table-cell"><strong>Create a new conversation </strong>     <br> <strong><br> </strong></td> <td class="artdeco-table-cell">Conversation</td> <td class="artdeco-table-cell">You can only use one conversation. </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Name this conversation</td> <td class="artdeco-table-cell">Use up to 255 characters, including spaces and punctuation.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Sender</td> <td class="artdeco-table-cell">Select from available senders or add a sender.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Subject</td> <td class="artdeco-table-cell"> <p>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.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Banner creative (optional)</td> <td class="artdeco-table-cell"> <p>300 x 250 pixel (maximum)<br> Only available on desktop<br> File type: JPG or PNG format<br> Maximum file size: 2 MB</p> <p>Note: The banner is not clickable for click-to-message ads.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Custom footer & terms of conditions (optional)</td> <td class="artdeco-table-cell">Use up to 20,000 characters, including spaces and punctuation.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Associate a Lead Gen Form with this conversation asset</td> <td class="artdeco-table-cell">You can only use one Lead Gen Form per conversation. You can select an existing Lead Gen Form or create a new one.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell"> <strong>Templates</strong></td> <td class="artdeco-table-cell">Choose from one of 10 templates that best fits your messaging goal or select the blank template to design your own conversation template.</td> <td class="artdeco-table-cell">Once you create your conversation, you cannot change your template selection.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell"><strong> </strong></td> <td class="artdeco-table-cell">Subject</td> <td class="artdeco-table-cell"> <p>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.</p> <p>There are two options to generate AI-powered subject lines. You can enter a draft subject and intro message and rewrite them with AI assistance, or you can enter an intro message and draft the subject with AI assistance.</p> </td> </tr> <tr class="artdeco-table-row"> <td rowspan="7" class="artdeco-table-cell"><strong>Conversation builder   </strong>   </td> <td class="artdeco-table-cell"> Intro message</td> <td class="artdeco-table-cell"> <p>Use up to 8,000 characters, including spaces, emojis, and punctuation. You can use up to 10 emojis in the Intro message field.</p> <p>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.</p> <p>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. </p> <p>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.</p> </td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Add an image (optional)</td> <td class="artdeco-table-cell">For desktop, upload the required image. Mobile might render the image differently depending on the platform.<br> File type: JPG or PNG format.<br> Maximum file size: 5 MB.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Call-to-action (CTA) button text</td> <td class="artdeco-table-cell">Use up to 25 characters, including spaces and punctuation.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Maximum CTA buttons per message</td> <td class="artdeco-table-cell"> Five</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Action</td> <td class="artdeco-table-cell">Open a Lead Gen Form, Show next message, or Send to a website.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Destination URL</td> <td class="artdeco-table-cell">URLs must have the http:// or https:// prefix. Use up to 2,000 characters for the destination link. <br> <br> 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. <br> <br> 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.</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">Response message</td> <td class="artdeco-table-cell"> <p>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.</p> <p>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.</p> <p>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. </p> <p>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.</p> </td> </tr> </tbody> </table> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related links</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1696141" target="_self">Create click-to-message ads in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1700045" target="_self">Create a conversation asset for a click-to-message ad campaign</a></li></ul><p><strong>Learn more</strong></p><ul><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1384061" target="_self">Click-to-message ads</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1644059" target="_self">Click-to-message ads best practices</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1660918" target="_self">Click-to-message ad metrics in Campaign Manager</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1703048" target="_self">Conversation assets</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a426534" target="_self">Single image ads advertising specifications</a></li><li><a rel="" href="https://www.linkedin.com/help/lms/answer/a6209213" target="_self">Intelligent subject line for conversation ads</a></li></ul> </div> </article>  <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in 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