Study first
Review the ideas behind the questions
Review the document ad checks that can block or change the launch experience. Focus on the file, objective, preview, form, and access details before starting.
Know what the document ad shows
Document ads are built for promoting a file in LinkedIn ad placements, so the asset itself affects the member experience.
- Document ads let advertisers promote documents directly in the LinkedIn feed and on the LinkedIn Audience Network.
- Members can read and download document content without leaving LinkedIn or the trusted third-party site where the ad appears.
- Examples include e-books, case studies, white papers, infographics, and presentations.
In Practice
Start with the actual file
A document ad review should inspect the downloadable asset, not only the campaign name or audience.
Plan for in-feed reading
Because the document can be read from the ad experience, the first pages should make sense before a download.
Common mistakes
Treating the document ad like a normal image ad and not reviewing the file itself.
Review the document because it is the asset members can read and download from the ad experience.
Q&A
What kind of asset does this quiz focus on?
A promoted document, such as an e-book, case study, white paper, infographic, or presentation.
Does every document ad only send people away from LinkedIn?
No. Members can read and download the document from the ad experience without leaving LinkedIn or the trusted Audience Network site.
Match the objective to the form and preview
The chosen objective changes what the document ad needs from the landing or lead-capture setup.
- Document ads are available for brand awareness, engagement, lead generation, website visits, and website conversions objectives.
- If a Classic document ad uses lead generation as the objective, the advertiser needs to attach a Lead Gen Form.
- For lead generation, website visits, or website conversions objectives, the setup can choose how many pages are previewed.
In Practice
Lead generation changes the gate
When the goal is lead generation, check the form and preview experience before the ad is saved.
Website objectives still need preview review
Website visits and website conversions document ads can also use the preview slider, so the review is not only a lead-form task.
Common mistakes
Building a lead generation document ad without checking the Lead Gen Form.
Attach or select the Lead Gen Form before saving the document ad.
Q&A
Which objectives can use document ads?
Document ads are listed for brand awareness, engagement, lead generation, website visits, and website conversions.
Check file rules and access
A document ad can be delayed by asset limits or permissions even when the campaign idea is sound.
- To create or edit a document ad, the user needs Page access and creative manager access or higher on the ad account.
- A document file cannot exceed 100 MB and 300 pages.
- Document ads with a lead generation objective only support PDF files.
In Practice
Check limits before upload
A large deck or long PDF should be checked against the file-size and page-count limits before the team builds the ad.
Lead generation narrows the file type
A lead generation document ad should use a PDF instead of assuming every supported document file type still works.
Common mistakes
Uploading a slide file for a lead generation document ad because slides are supported in some document ads.
Use a PDF for the lead generation document ad.
Q&A
What access should be checked before a document ad build?
Check both the required Page access and creative manager access or higher on the ad account.
Are links inside the document clickable in the preview?
No. Links in the document are only clickable if the member downloads the document.