How do you write a good copy of a LinkedIn ad?

Writing an effective LinkedIn ad can be challenging, but is crucial for reaching your target audience on the platform. LinkedIn has over 800 million members, over 70% of which are decision makers at their companies. This makes LinkedIn ads extremely valuable for B2B companies looking to generate leads.

The key to success is crafting compelling copy that engages your audience and inspires them to take action. This requires understanding your target persona, their pain points and motivations, and how to communicate your offering as the ideal solution.

In this comprehensive guide, we’ll cover the proven techniques for writing high-converting LinkedIn ad copy, including:

• Researching your target audience
• Crafting an irresistible headline
• Writing strong value propositions
• Using emotional triggers
• Structuring your body copy
• Crafting an effective CTA
• A/B testing your ads

Follow these LinkedIn ad copywriting tips and you’ll see higher click-through rates, lower cost-per-clicks, and increased conversion rates.

Research Your Target Audience

The foundation of any successful LinkedIn ad is understanding your target audience inside and out. You need to get into the mindset of your ideal customer and speak directly to their needs and pain points.

Thorough audience research should inform every aspect of your ad copy. Here are some key things you need to research:

• Demographic information like job title, industry, company size
• Their goals and challenges
• Common objections and concerns
• What motivates them
• Key hated/loved brands
• Where they consume content

Look at your existing customer base and create detailed buyer personas. Check out groups and content your audience engages with on LinkedIn. Use surveys, interviews, and third-party research as well.

The more you can understand your target audience, the better you can craft copy that resonates with them.

Craft an Irresistible Headline

Your headline is the very first thing people see and it determines whether or not they’ll continue reading your ad. It’s vital to craft a headline that stops your audience in their tracks.

An effective LinkedIn ad headline:

• Clearly conveys your value proposition
• Appeals to your audience’s needs and pain points
• Creates curiosity to keep reading
• Is written specifically for LinkedIn (no clickbait)

Here are some proven headline formulas:

• [Audience] – Here’s how to [achieve goal] in [timeframe]
• Tired of [pain point]? Here’s how [solution] can help.
• Want [desire]? Get [solution] and achieve [benefit].

Keep your headline short, snappy and scannable – aim for 50 characters or less. Use emotional keywords and strong action verbs. Test different headlines to see what resonates most.

Highlight Your Value Proposition

Your value proposition explains how your offering uniquely solves your prospect’s needs. It should clearly communicate the key benefits they’ll receive from your product or service.

Make sure to highlight your value prop upfront in your copy – don’t make the reader hunt for it. Communicate it in a simple, compelling way that focuses on your customer, not yourself.

Here are some tips for writing strong value propositions:

• Highlight your differentiators
• Focus on outcomes, not features
• Quantify benefits with stats/data
• Use customer-centric language
• Appeal to emotions and desires

For example, “Our AI-powered chat software reduces customer service costs by 30% and response times by 50%, guaranteeing increased satisfaction.”

Use Emotional Triggers

Logic alone isn’t enough – you need to use emotional triggers to truly connect with your audience and drive action. Appeal to their deepest needs, desires, frustrations and aspirations.

Some powerful emotions to tap into include:

• Achievement
• Belonging
• Comfort
• Fear
• Pride

Stir up these emotions with your word choice and messaging. For example, “Don’t let a legacy system hold your business back. Join the future with our AI platform and lead your industry.”

Sprinkle in emotional keywords like “cutting-edge”, “proven”, “satisfaction” and “frustration-free”. Use vivid language to paint a picture.

Structure Your Body Copy

The body of your LinkedIn ad should educate readers on key details while persuading them to click. Some tips:

• List 3-5 bullet points highlighting your product/service benefits
• Elaborate on your value proposition
• Provide social proof with reviews, stats and testimonials
• Share a customer success story
• Outline next steps and/or why immediate action is important

Use short paragraphs and bullet points for easy skimming. Make key information bold or italicized. Include links to landing pages with more details.

End with a Strong CTA

Every LinkedIn ad needs a clear call-to-action telling the reader what you want them to do next.

Some CTA best practices:

• Place your CTA above the fold near the top
• Use action words like “Get”, “Try”, “Download”, “Learn More”
• Make the CTA button contrasting colors
• Only use one CTA – don’t dilute focus

The CTA should match your objective. For example:

• Whitepaper download – “Download our FREE guide to learn…”
• Demo sign-up – “See it in Action: Schedule Your Custom Demo”
• Trial sign-up – “Start Your 30-Day Free Trial”

Test different CTAs to optimize for your campaign goals.

A/B Test Your LinkedIn Ads

The key to LinkedIn ad success is constant optimization through A/B testing. Try different versions of your copy to see what resonates most.

Things to test:

• Headlines
• Ad copy
• Call-to-actions
• Layouts
• Images
• Targeting

Analyze the results and double down on what works. Eliminate low performers and continue refining your winners.

Over time you’ll uncover the right formula for your audience that boosts clicks and conversions. Patiently testing and learning is critical.

Conclusion

Writing compelling LinkedIn ad copy takes skill and effort, but pays off exponentially. To recap, make sure to:

• Research your target audience thoroughly
• Craft irresistible headlines that speak to your audience
• Highlight your differentiated value prop
• Use emotional triggers strategically
• Structure copy for easy skimming
• Include a strong, singular CTA
• Constantly A/B test and optimize

By mastering these advanced copywriting techniques, you’ll be able to engage and convert more LinkedIn prospects than ever. Spend time perfecting your ad messaging for campaign success.

Frequently Asked Questions

What is the ideal length for a LinkedIn ad?

Stick to an ad length of 300-500 words. You want enough space to make your pitch compelling without being too wordy. Headline and copy should take up most of the space, with only 1-2 short paragraphs on your company.

How do you target your LinkedIn ads?

Use LinkedIn’s detailed targeting options to really zero in on your audience. You can target by job title, company, industry, skills, groups, and much more. Laser focus your ad on your ideal customer.

What’s a good LinkedIn ad CTR benchmark?

A strong LinkedIn ad garners a click-through rate of at least 0.5%. The CTR average across LinkedIn is 0.90%. Strive for 1%+ CTR for your campaigns.

Should you use humor in LinkedIn ads?

Humor can backfire easily. For professional B2B ads, it’s safest to stick to a sincere, straightforward tone. Let your creativity shine through in your messaging, but avoid jokes or gimmicks.

What image should you use?

LinkedIn recommends displaying a headshot, lifestyle image or screenshot showcasing your product/service. Avoid stock photos. Select an image that resonates with your audience and elevates your message visually.

This summarizes the key elements of effective LinkedIn ad copy. Follow these guidelines and tested formulas for higher performing campaigns. Don’t rely on generic messaging – take the time to craft copy tailored specifically to your target audience. This is the key to turning LinkedIn visitors into leads and customers.