The length of copy for LinkedIn ads can vary quite a bit depending on the goals and strategy behind the ads. Generally speaking, LinkedIn ad copy should be long enough to communicate key information and value propositions, while remaining scannable and avoiding overly lengthy blocks of text.
Some experts recommend keeping LinkedIn ad copy to 25-75 words for standard text ads. However, the optimal length depends on factors like ad objectives, target audience, placement type (mobile vs. desktop), and more.
In this comprehensive guide, we’ll explore ideal LinkedIn ad copy length across common ad formats and placements, providing word count recommendations and best practices for writing succinct yet compelling ad copy that converts.
Key Factors That Impact Ideal Ad Copy Length
Before diving into specific word count guidelines, it’s helpful to understand the key factors that influence appropriate LinkedIn ad copy length:
Ad Objective
Ads meant to drive traffic, generate leads, or increase brand awareness need descriptive copy to inform and engage audiences. Conversion-driven ads can often be shorter and more direct.
Ad Format & Placement
Copy length should be tailored for the ad’s format and placement. For example, mobile feed ads should be shorter than desktop sidebar ads.
Audience Persona & Interests
Understanding your target audience helps guide copywriting and length. For example, copy can be longer and more educational for high-consideration B2B purchases.
Products/Services Offered
More complex or multifaceted offerings may require longer copy to communicate key details. Simple or common products/services can use shorter copy.
Stage in Buyer’s Journey
Ads targeted to audiences in the awareness stage need more descriptive and educational copy. Closer-to-conversion ads can use shorter, more direct CTAs.
Keeping these key factors in mind will help guide optimal LinkedIn ad copy length across different campaigns, objectives, and audiences.
Word Count Recommendations by Ad Format
Let’s explore some general word count guidelines and best practices for common LinkedIn ad formats:
Text Ads
LinkedIn text ads appear in the desktop feed and sidebar as well as on mobile. Recommended length:
– Headline: 25-30 characters
– Text: Up to 75 words
– Full ad: Around 100 words total
Text ads have very limited space, so it’s vital to focus on the most important information and value propositions. Use clear, concise language and strong calls-to-action.
Sponsored Content
These native ad formats appear in the LinkedIn feed. Recommended length:
– Headline: 40-60 characters
– Description: 150-200 characters
– Full ad post: 300-500 words
Sponsored content allows much more space for informative and engaging copy. Include relevant images, videos, or infographics too. Focus on quality over quantity.
Dynamic Ads
Dynamic ads Feature specific content from a company’s website or blog. Recommended length:
– Headline: 30-60 characters
– Description: 75-100 characters
– Full ad post: 150-300 words
Dynamic ads automatically pull copy from linked website content. Keep website/blog posts concise but informative. The ad description should highlight key messaging.
Message Ads
Message ads appear at the top of the LinkedIn messaging inbox. Recommended length:
– Headline: 25-30 characters
– Body text: Up to 300 characters
– Full message: Around 100 words
Message ads have limited space, requiring brief yet engaging copy and a strong CTA. Use personalization and relevance to stand out.
| Ad Format | Headline Length | Body Text Length | Full Ad Length |
|---|---|---|---|
| Text Ads | 25-30 characters | Up to 75 words | Around 100 words |
| Sponsored Content | 40-60 characters | 150-200 characters | 300-500 words |
| Dynamic Ads | 30-60 characters | 75-100 characters | 150-300 words |
| Message Ads | 25-30 characters | Up to 300 characters | Around 100 words |
Ideal Copy Length for Common Ad Objectives
In addition to format and placement, your overarching ad objective also impacts optimal copy length.
Brand Awareness Ads
Ads meant to increase brand visibility and recognition should provide ample information about what your brand offers.
Recommended length:
– Headline: 50-60 characters
– Body: 300-500 words
Use descriptive copy to educate audiences on key capabilities, differentiators, and value propositions. Include links to resources to nurture leads.
Lead Generation Ads
Ads focused on capturing leads benefit from communicating key information on your offering, along with a compelling CTA.
Recommended length:
– Headline: 40-50 characters
– Body: 200-400 words
Provide just enough info to demonstrate relevance and get clicks, while driving visitors to a landing page for conversions.
Traffic Driving Ads
Ads meant to increase website visits should catch attention with engaging headlines and speak to target interests.
Recommended length:
– Headline: 25-35 characters
– Body: 100-200 words
Use concise yet interesting copy focused on inciting clicks. Keep key messaging brief and ensure a seamless transition to your site.
Conversion Focused Ads
Ads optimized for direct conversions (sign-ups, purchases) can use shorter copy with a highly targeted offer/CTA.
Recommended length:
– Headline: 15-20 characters
– Body: 50-150 words
For conversion ads, brief copy focused solely on your promo/offer and CTA button tends to convert best.
Best Practices for LinkedIn Ad Copy Length
To summarize key takeaways around ideal LinkedIn ad copy length:
– Know your audience and goal to guide copy length
– Keep text ads short and scannable (100 words or less)
– Use longer copy for awareness-building sponsored content (300-500 words)
– Message ads and dynamic ads work best with concise copy (150 words or less)
– Lead gen and brand awareness ads need more descriptive copy (200-500 words)
– Conversion-focused ads can use ultra-short copy (50-150 words)
– Always focus on conveying relevance over word count
– Use images, videos and links in longer copy to add engagement
– Test different copy lengths and refine based on performance data
The optimal ad copy length ultimately depends on many variables. Follow these guidelines, but don’t be afraid to experiment with longer or shorter copy depending on the context. Focus on conveying the most relevant information and value proposition as concisely as possible. Monitor performance indicators and continue refining your copy strategy over time.
Conclusion
Determining the ideal word count for LinkedIn ad copy requires balancing brevity with informativeness. The best strategy is to adapt copy length based on factors like ad objective, format, audience, and context. Conversion-focused ads can often use shorter copy, while awareness and lead gen ads need more information. As a general rule, aim for 100 words or less for text ads and around 150-300 words for sponsored content. Remember to always focus copy on what is most relevant to your audience rather than just length. Test different copy approaches and refine based on performance. With these tips in mind, you can hone your LinkedIn ad copy for maximum effectiveness.
