Rotating ad variations and testing advertising variables can help optimize your ad set results. LinkedIn offers the ability to rotate your ad variations and change elements in your creatives to test performance. Ad rotation allows you to test individual creative elements to optimize ads. You can add up to 100 creatives to an ad set. We recommend testing four or five variations in one ad set.
Important to know
You can't select an ad rotation option for ad sets that use the brand awareness objective. However, ads in brand awareness ad sets will default to using the rotate ads evenly option.
Ad rotation options
- Optimize for performance (recommended) - This option delivers impressions to your highest performing ads more often. Your ad set will be optimized for the advertising objective you chose. Creatives are served evenly at first, to learn which creatives perform best. Then, as data on creative performance is collected, more impressions will be delivered to the creatives that perform best to optimize the ad set's click-through rate.
- Rotate ads evenly - This option enters each creative into the auction evenly, giving the ad a fair opportunity to compete for impressions. It doesn’t consider the performance of the creative once it’s in the auction. If using this option, remember that the number of impressions each ad receives depends on ad performance and competition in the auction.
Sponsored Content ad formats
Sponsored Content delivers native ads to your LinkedIn feed. Ad formats include single image, carousel image, video, and single job ads. You can use ad rotation and test the creative elements listed in the following table.
| Ad format | Creative element |
|---|---|
| Single image ads | Introductory text |
| Ad image | |
| Headline | |
| Description | |
| Call-to-action button | |
| Carousel image ads | Introductory text |
| Ad image for each card | |
| Headline for each card | |
| Video ads | Introductory text |
| Video | |
| Video captions | |
| Headline | |
| Call-to-action button | |
| Single job ads | Introductory text |
| Call-to-action button |
Dynamic ad formats
Dynamic ads are personalized to each member based on their LinkedIn profile data, such as profile photo, company name, or job title. The ad formats include follower, spotlight, and jobs ads. You can use ad rotation and test the creative elements listed in the following table.
| Ad format | Creative element |
|---|---|
| Follower | Ad headline (choose different preset options from dropdown) |
| Ad image | |
| Ad description (choose different preset options from dropdown) | |
| Call-to-action button (choose different preset options from dropdown) | |
| Spotlight | Ad background image |
| Ad headline | |
| Company image | |
| Whether to use member profile image or not | |
| Change or choose not use ad description | |
| Call-to-action button (choose different preset options from dropdown) | |
| Jobs ads (available only through the Job Applicant ad objective) | Ad headline (choose different preset options from dropdown) |
| Ad image | |
| Call-to-action (choose different preset options from dropdown) |
Text ads
You can use text ads to drive brand awareness or visits to your website on a budget that works for you. Use ad rotation and test the creative elements listed in the following table.
Important to know
You can't select an ad rotation option for ad sets that use the brand awareness objective. However, ads in brand awareness ad sets will default to using the rotate ads evenly option.
| Ad format | Creative elements |
|---|---|
| Text ads | Ad image |
| Ad headline | |
| Ad description |
Sponsored Messaging
Sponsored Messaging ad sets are native ads displayed in your target audience’s LinkedIn Messaging. Ad formats include message and conversation ads. Currently, Rotate ads evenly is the only ad rotation option for message ads and conversation ads.
Use ad rotation and test the creative elements listed in the following table.
| Ad format | Creative elements |
|---|---|
| Message ads and conversation ads | Sender |
| Subject line (message ads) | |
| Message text | |
| Call-to-action buttons | |
| Banner creative |