When creating LinkedIn ads, one of the most important decisions is determining the ideal word count. The number of words in your LinkedIn ad can significantly impact its performance and ability to effectively reach your target audience.
In general, LinkedIn ads with fewer words tend to get higher click-through rates. This is because short ads are more scannable and eye-catching on small screens. However, longer ads allow you to include more persuasive language and explain the benefits of your offering in greater detail.
So what’s the sweet spot? Here’s a detailed look at ideal LinkedIn ad word counts to boost results.
What are the LinkedIn ad requirements?
LinkedIn has specific guidelines when it comes to ad content and length:
- Headline: 25 characters maximum
- Text: 150 characters maximum
- Image specs: 300 x 250 pixels
These limitations apply to Sponsored Content, Sponsored Messaging, and Text Ads.
The small text allowance forces you to get straight to the point. However, there are workarounds to include more copy, which we’ll cover next.
Tips for short & effective LinkedIn ads
Here are some tips for making the most of the tight 150-character text limit for LinkedIn ads:
- Highlight benefits – Focus on how your product or service solves pain points for your audience. Stay away from features.
- Use power words – Choose strong action verbs and adjectives that grab attention.
- Speak to the reader – Use words like “you” and “your” to speak directly to your target audience.
- Ask questions – Posing questions encourages users to click for answers.
- Use numerals – Numbers in your text can increase CTRs by drawing the eye.
- Test emojis – Emojis make your ad stand out in the LinkedIn feed & boost engagement.
It takes time to master the art of ultra-short ads. But with some experimentation, you can learn to convey your messaging clearly in a compact space.
Ideal word count for LinkedIn ads
Now let’s get into specifics on ideal word counts for different LinkedIn ad formats and objectives.
Sponsored Content
Sponsored Content appears in the LinkedIn feed looking like a regular posted update. 150 characters is the limit for the main text. However, you can add more words in other areas:
- Headline: 25 characters
- Image caption: 150 characters
- Follower update: 150 characters
This means you can have a total of up to 475 characters spread across different fields. Most Sponsored Content ads should aim for 150-300 words total to have enough space for a compelling message.
Sponsored Messaging
Sponsored Messaging places your ad content into the LinkedIn Messaging section. Again, the main text is limited to 150 characters. But you also get:
- Headline: 30 characters
- Subject line: 30 characters
Aim for around 150-200 words for Sponsored Messaging. The subject line gives you a bonus opportunity to make your ad stand out.
Text Ads
Text Ads only appear on desktop and have a strict 150-character text limit. You have no room for extra copy here.
100-150 words is the ideal range for Text Ads. You need enough to get your point across succinctly with a call to action.
Dynamic Ads
Dynamic Ads pull content automatically from your website or CRM. The word count varies, but ads average 300-400 words.
Lengthy Dynamic Ads work well when the source content is already optimized. The rich copy provides relevance once users click through.
Lead Generation Ads
Lead Gen Ads allow users to fill out forms right within LinkedIn to convert. Ad text is limited to 150 characters.
However, you can add more copy in other areas of the ad:
- Headline: 25 characters
- Description above the form: 300 characters
- Form confirmation message: 150 characters
Keep the ad text simple at around 150 words. Use the extra space to explain the offer and benefits of submitting the form.
When to use longer LinkedIn ads
While short ads tend to see higher engagement, more words can be beneficial in certain situations:
- High-consideration products/services – For expensive B2B offerings or big life decisions, more detail helps buyers evaluate.
- Brand awareness campaigns – Longer storytelling ads can effectively communicate your brand identity and values.
- Thought leadership content – Build authority by sharing insights vs. a hard sales pitch.
For these use cases, aim for 400-500 words to educate prospects without overwhelming them.
Also consider pairing a long primary text ad with a 150-word companion to cover both bases.
Formatting long-form LinkedIn ads
Rather than cramming everything into the main text, take advantage of formatting options to add length naturally.
Add an image
Pairing an eye-catching photo with your written content instantly makes your ad more engaging. Ensure the image enhances your messaging. Also take full advantage of the 150-character image caption.
Include bullet points
Breaking up long blocks of text with bullet points makes the content more visually appealing and easier to digest. Listing key benefits or steps related to your offer in bullets is an effective tactic.
Use paragraph text
Sponsored Content and Dynamic Ads let you include a 150-word paragraph text under the image. This provides additional real estate to educate and convince prospects.
Leverage showcases
With Sponsored Content, you can add a showcase highlighting products, videos, jobs, or links. This keeps relevant information front and center.
Utilize ad expansion
In the desktop feed, Text Ads can include an ad expansion with more copy and a call to action button. Ad expansion means your messaging takes up more visual space.
Best practices for long LinkedIn ads
When taking a long-form approach, keep these guidelines in mind:
- Front-load your value proposition and call to action – Don’t bury them deep in the copy.
- Break content into short paragraphs for easier reading.
- Use descriptive headers and subheaders to highlight key sections.
- Make use of formatting options like bullets, bolding, and italics.
- Insert relevant images, videos, or content showcases when possible.
- Check that your ad aligns with LinkedIn’s policies and guidelines.
Well-formatted long-form ads are more likely to hold attention compared to dense blocks of text. Apply these best practices to boost results.
Split testing ad length
Ultimately, there’s no one-size-fits-all answer for the ideal LinkedIn ad word count. The best way to determine what works for your audience and goals is through split testing.
Here are some quick tips for split testing ad length:
- Test one version with 100-150 words against a longer 300-500 word variation.
- Keep other elements like imagery, headlines and calls to action the same.
- Run the ads simultaneously in evenly-sized campaigns.
- Compare performance metrics like CTR, cost per conversion, etc.
- Let the split test run for 1-2 weeks as budget allows to collect sufficient data.
Monitor which version yields the best results based on your key objectives. You can then expand on what’s working going forward.
Conclusion
LinkedIn’s 150-character text limit forces businesses to be concise yet compelling with their ads. Generally, 100-300 words is recommended.
But certain goals and ad formats open up space for longer copy when appropriate. Consider testing both short and long variations in split tests for your own optimal word count. Just be sure to format ample copy in a scannable way.
With the right balance of descriptive details and straight-to-the-point messaging, your LinkedIn ads can effectively captivate audiences and generate results. So take the time to craft your words carefully.
