Ultimate Design Guide for Digital Ads

Ultimate Design Guide for Digital Ads

My team at Gosling Media and I have been designing and managing LinkedIn campaigns for more than 15 years and while all businesses are different, we have developed a strong understanding of what good looks like. In this guide, we will help you identify ways to enhance your creative assets for LinkedIn campaigns, improve performance, and drive more business!

If you want to chat about this topic (or anything else), you can find me on LinkedIn here!

Pete Gosling

Principal, Gosling Media

Today's Digital Age

In today’s digital age, more people search for content than ever. This means that there is also more competition for the same audience. However, despite being more discerning with our time, we are willing to spend more time on content that captures our attention. In this blog, we will discuss how to create visually appealing, innovative designs that will attract LinkedIn members and encourage them to engage with your content.

Top Four Key Components

To succeed in digital marketing, the first goal is to create a scroll-stopping moment for your audience. This means you need to capture their attention in less than 8 seconds and convince them to take the next step with your brand. To achieve this, following a few tips and best practices for your creative ad is essential. 

By implementing these four components, you can make every millisecond count and increase the chances of your audience engaging with your brand.

Imagery: Eye-catching Images

When advertising on LinkedIn, imagery is the key to catching someone’s eye. To make your brand stand out, use bold colors, illustrations, or photos of real people. These types of visuals are unexpected on LinkedIn and can be a critical difference between someone scrolling past or stopping to engage with your brand.

Consider leveraging graphic design or photography principles to make your visuals visually appealing. For example, negative space can be used to create a focal point. While bright, contrasting colors can capture the eye and convey emotion. By utilizing distinctive imagery consistently, your audience will begin to recognize your brand in the feed, even among a sea of ads. Below are the elements you should keep an eye out for to keep your brand consistent:

Be consistent with the shapes you use for your brand. For example, shapes can be used in negative space to contrast your image!

Be sure to use your brand colors effectively. For instance, making specific keywords stand out using one of your brand’s bold colors.

Be sure to use your brand’s standard font. Stay away from fonts that will distract from your message!

Humanize your brand by including faces and people representing your target audience. Remember, humans relate to humans.

Don’t underestimate the power of imagery in your LinkedIn advertising strategy. Take the time to create visually appealing and distinctive visuals that will stop potential customers in their tracks. Give your brand the attention it deserves and make a lasting impression on your audience.

Copy: Keeping Your Message Clear and Concise

When it comes to communication, clarity, and brevity are key. To ensure your message is understood, it’s essential to be clear and concise in your delivery. Your copy should highlight the end benefit or explain how you can help your audience. Consider why the user should engage with your content when deciding what to include. Whether watching a video, downloading a report, or reading a blog post, make sure your copy provides a compelling reason to take action. 

Avoid unnecessary jargon or filler words; focus on getting your point across straightforwardly. By being direct and to the point, you can ensure that your message is received and understood by your intended audience. Remember, less is more when writing copy. 

We recommend keeping your copy short, under 100 characters, to make the most impact. We have found the most success in asking a simple question. For example, do you like your white paper design? Doing this lets you focus on clear messaging and create a seamless user experience. As a result, you will drive engagement with your brand or solution. It will force you to focus on the most critical parts of your story and consider the user experience on mobile devices.

Formats: Content Mix

LinkedIn offers a range of media options to promote your brand message through paid advertising. Regarding creative design, there are several formats to consider:

LinkedIn’s single-image ads are a powerful way to promote your brand and reach a wider audience. These ads blend seamlessly into the platform, appearing like regular content posts. However, they are noted as “promoted” to distinguish them from other unpaid content. With only one image, you can convey your message effectively and efficiently.

Document ads allow members to access and download documents directly from their newsfeeds. Not only does this streamline the process for LinkedIn users, it also provides valuable lead information and insights into our audience’s interest in our content.

Looking to promote your upcoming event? Then this is the proper format for you! LinkedIn’s event ads will put your event in front of the right audience, maximizing attendance and driving more registrations. This will help you get the word out and make your event successful.

Videos are a powerful tool for any brand, adding authenticity and personality to your story. Video content is particularly effective on LinkedIn, allowing you to showcase your brand in action. Video content is five times more likely to generate engagement than other types of content. There are many ways to use video, including sharing industry insights, telling your brand story through interviews, covering events, and providing tips and best practices.

Carousel Ads are a powerful tool to enhance the storytelling experience. Businesses can use Carousel Ads to showcase various product features, provide tips and trends, or feature talent. It is important to maintain visual continuity throughout each of the tiles to make the most out of Carousel Ads.

*Please note that the headline space on each card should not be neglected for carousel ads, as it can add to the story.

A/B Testing: Know Your Audience

Testing your campaigns is crucial to improving their performance. By changing one variable at a time, you can determine which element is impacting your results. Be sure to give each campaign time to run (at least 3 weeks) to benefit from your A to B test fully. Once the test is complete, don’t forget to adjust your strategy accordingly.

Below are three examples of A to B testing:


1.Keep the copy the same, but change the creative

2. Keep the creative the same, but change the verbiage

3. Change the format, but keep the exact verbiage (i.e., one image vs. carousal)

... Now what? 👀🤔

To ensure the success of your LinkedIn ad, creative design plays a vital role. It comprises the basic visual elements that complement your content. By incorporating these four essential components, your ad will not only look visually appealing but also attract LinkedIn members and encourage them to engage with your content.

If you’re still uncertain about your next campaign, our 90-day digital advertising package is here to assist you. Our package is specifically designed to help you overcome any challenges you may encounter when launching your next campaign. By utilizing our package, you can anticipate a boost in brand visibility, improved engagement rates, and an increase in conversions. Take a look at our advertising package to learn more. 

90-Day Digital Advertising Campaign

  • Custom landing page
  • 15 sec video ad
  • Multiple single image ads
From $3,500

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