1) Over 70% of clicks on sponsored updates come from mobile devices, so content must be optimized for mobile. Intro text should be under 150 characters and include the landing page URL to maximize mobile clicks. 2) For link-only posts, the intro text can be removed and the update will still link to the landing page. However, an embedded image without a URL may lead users to a mobile detail page instead of the landing page. 3) Best practices for mobile optimization include keeping intro text and landing page URLs short, always linking to the landing page, and avoiding mobile detail pages which reduce conversions.

1. Sponsored Updates
Optimizing for Mobile

2. Content creation:
Types of content, specs and click tracking

3. Update with thumbnail image
Introduction Text
- Max 600 characters
Mobile Best Practice <150
Thumbnail Image or Video
- Desktop size: 180x110px
- Automatically pulled from landing page
- Can be manually uploaded
- 800x400pxsize rendersbest across all desktop
and mobile platforms
Headline
Max 70 char
Best to keep it to
one line
Landing Page URL
- Included in the intro text limitation
- If longer than 23 characters: gets
shortened using LinkedIn shortener
Description Text
Max 230 char
Does not appearon
mobile

4. Embedded image
Clicks on SU embedded images drive traffic to landing page
Embedded image
- Desktop size: 600 x 460px max
- Not possible with DSC
- 800x400px size renders best across
all desktop and mobile platforms
Introduction Text
- SU Max600 characters
Mobile Best Practice <150
Landing Page URL
- Included in the intro text limitation
- If longer than 23 characters: gets
shortened using LinkedIn shortener

5. Over 70% of SU clicks are coming from mobile devices
• Mobile detail page reduces landing page visits. Avoid this at all costs.
• Introduction Text with no landing page link will drive to mobile detail page.
• Embedded Image with no landing page link will drive to mobile detail page.
Option 1 Option 2
Landing page
Landing page
Company page Company page
Mobile optimized posts:

6. When text is too long on mobile, “read more” will
direct to another page to show the rest of the
text
Make sure the bit.ly link
is visible within the
intro text and stay
under 150 characters to
maximize mobile clicks
to landing page.
Results in member taking one more
step to get to the landing page
When the URL is
visible in intro text,
members can click on
the link or the image
and be directed to
the landing page.
NOTE:
Advertisers also have the
option of just includingthe
link and no other text within
the intro space.
Mobile Guideline – With Intro Text

7. For link share posts, advertisers can decide to remove the intro text
completely and the update will still click to the landing page.
Advertisers should not post an embedded image withoutthe URL in the intro
text as the system will not have a landing page to direct members to.
Click will open up the
image again on a separate
page.
Clicking on the image will
open directly to landing
page
Mobile Guideline – Without Intro Text

8. Key takeaways: How to optimize for mobile
• Over 70% of SU clicks/engagement is coming from mobile devices – therefore it’s
extremely important to ensure that all content is mobile optimized
• If you include an introduction text, make sure the bit.ly (landing page link) is visible
within the intro text and is under 150 characters to maximize mobile clicks to
landing page
• When the URL is visible in the intro text, users can click on the link or the
image and be directed to the landing page
• For link share posts, you have the option to remove the intro text completely and
the update will still click to the landing page
• You should not post an embedded image without the URL in the intro text
as the system will not have a landing page to direct members to
• ALWAYS avoid a mobile detail page as it reduces landing page visits and decreases
lead flow
• Follow landing page best practices
• Make sure the form fill is short and concise – we recommend a max of 3-5
fields.

9. Appendix:
Top 12 Content Best Practices

10. #1: THINK
LIKE A JOURNALIST
Don’t bury the lead. Concise intros (90-150
characters) are more likely to result in higher
engagement.
LinkedIn has an aspirational audience - Be
Inspiring. Talk directly to the audience.

11. #2: ALWAYS INCLUDE
A CLEAR CALL
TO ACTION
When compared to updates
without links, including a link can
drive 2x the engagement.

12. Start a conversation by asking a question
that is relevant to your target audience.
Be Social – This is a social atmosphere so
use fun and conversational language.

14. #5: POST YOUTUBE/VIMEO
VIDEOS TO
ENCOURAGE SHARING
Links to these videos play directly
in the LinkedIn feed and usually
result in a 75% higher share rate.

15. #6: AVOID
HYPERTARGETING
Don’t add so many targeting
filters that you exclude potential
audiences.

16. Develop content that is quick to consume and high quality
that members will want to share with their networks. Think
How can I help my audience? And Why would they care
about this content?
Share lists: “5 reasons why..”, striking facts: “20% of
employees are..”, make your audience more productive
and successful

17. #8: ENGAGE
WITH MEMBERS
THROUGH COMMENTS
Keep the conversation going. Engaging in
comments can personalize the interaction
for members and keep them coming
back.
Monitor discussions and remove
inappropriate comments.

18. #9: MONITOR,
ANALYZE AND REFINE
YOUR CONTENT
Track all available analytics. Pay
attention to the audience targeting,
types of content, time of day and
frequency that drive the most
Interactions. A/B test headlines and images.

19. Create a content calendar and
frequent posting schedule with new
content promoted weekly. Rely on
your editorial calendar as a guide, but
be flexible enough to response to
relevant news and trends.
Sponsor 4 updates per target to
maximize on LinkedIn’s frequency
caps

20. #11: VARIETY IS KEY
TO MAKE PEOPLE HUNGRY
FOR MORE
Think about sharing a variety of
images, links, video, SlideShare and
commercial messages, as well as
relevant topics.
Experiment to find the right balance
between entertaining, inspirations,
informative, and insightful updates.

21. More than 50% of sponsored update
engagement comes from mobile devices.
Don’t pay money to drive people to a bad
browsing experience.
#12: OPTIMIZE YOUR
LANDING PAGE FOR MOBILE
AND TABLET ENGAGEMENT