LinkedIn ad variants

When you create a LinkedIn campaign from the Campaigns page in the Foundation lens, each ad variant in the LinkedIn section becomes its own ad in the campaign. The Implement tab fills the variants in from the brief, and you can edit each one's intro text and headline, add or remove variants, and give each variant its own image.

Where to find them

1. Open Campaigns in the Foundation lens and choose Paid Marketing.
2. Open the Implement tab for a brief that includes LinkedIn Ads.
3. In the LinkedIn Sponsored Content section, scroll to Ad variants. The heading shows how many variants there are, out of the most you can have.

Edit a variant

Each variant has an Intro text box (the body of the post) and a Headline box (shown below the link card). They start with the brief's copy. A count under each box shows how many characters the text uses:

Field	Most characters
Intro text	600
Headline	200

Spaces at the start and end are not counted. An em dash (—) or en dash (–) is sent as a comma and a space, and counted that way, so the count can differ from what you typed. A dash at the very start or end is dropped.

Both fields are required. If a field is empty, holds only spaces or a single dash, or is over its limit, a message appears under it and Create stays disabled with "LinkedIn Ads: fix the ad variant text." Shorten or fill in the text to continue. Longer text is not cut for you.

Add or remove variants

• Select Add variant to add an empty variant at the end, then write its intro text and headline. You can have up to 15 variants, LinkedIn's limit on active ads in a campaign. Add variant is disabled at 15.
• Select Remove variant on a variant to delete it. A campaign needs at least one variant, so Remove variant is disabled when only one is left.

If the brief holds more than 15 variants, Create stays disabled until you remove enough of them.

Give each variant its own image

When LinkedIn ad images are available on your deployment, each variant has an Image picker. The image you choose is used only for that variant's ad. A variant without an image is created without one.

• Choose a PNG or JPEG of up to 5 MB, at least 640x360 (horizontal), 360x360 (square) or 360x640 (vertical). A file of another type or over 5 MB is refused before it uploads.
• The brief must be saved first. The pickers are disabled while the brief has not been saved or is saving.
• One image uploads at a time. While a variant's image is uploading, or its upload has failed, the other variants' pickers are disabled with a note naming that variant. Create waits until the upload finishes.
• Cancel upload stops an upload in progress, and Remove uploaded image takes the image off that variant. Removing a variant also cancels its upload.

Your edits and images are kept when you switch to another tab and back, as long as you stay on the same event.

Image notices

Create stays disabled while a variant shows one of these notices under its picker. Each notice has a Remove image button, and the failed check also has Retry:

• The upload did not complete. Remove it, or choose the image again.
• The image was uploaded for a different brief. Remove it, then upload it again.
• LinkedIn ad images are not available on this deployment. Remove the image to create the campaign without it.
• LinkedIn ad image support could not be confirmed. Retry the check, or remove the image.
• LinkedIn ad image support can't be checked until the brief is saved. Save the brief, or remove the image.
• Checking LinkedIn ad image support…, shown while the check runs.