LinkedIn ads allow you to reach your target audience and generate leads through sponsored content. One key aspect of creating effective LinkedIn ads is understanding the text requirements and optimizing your ad copy within the character limits.
LinkedIn Ad Text Requirements
The amount of text you can include in your LinkedIn ads depends on the specific ad format you are using. Here are the text limits for the main LinkedIn ad formats:
- Sponsored Content: 700 characters for the headline, 150 characters for the snippet text
- Sponsored Message: 300 characters
- Text Ads: 75 characters for the headline, 75 characters for the description
- Dynamic Ads: 150 characters for the headline, 75 characters for the description
In addition to these character limits, LinkedIn recommends keeping your ad copy succinct and direct. Avoid filler words and get right to the point with a compelling headline and description.
Optimizing LinkedIn Ad Copy
When writing text for your LinkedIn ads, focus on highlighting the value proposition, relevance, and call-to-action within the tight character constraints. Here are some tips for optimizing your ad copy:
- Emphasize benefits – Explain how your product or service solves pain points for your target audience.
- Use emotional triggers – Invoke desire, trust, or curiosity with your word choices.
- Speak directly to the ideal customer – Use “you” and “your” frequently in the copy.
- Ask questions – Pose questions to get your audience thinking and engaged.
- Use power words – Incorporate strong verbs and descriptive adjectives.
- Include a clear CTA – Tell viewers exactly what action you want them to take.
Headline Best Practices
Your headline will be the first thing viewers see, so it needs to make a strong first impression. Follow these best practices for writing compelling LinkedIn ad headlines:
- Keep headlines under 60 characters when possible
- Highlight the main benefit or offer clearly
- Use keywords your audience would search
- Pose questions to pique interest
- Test different headlines and analyze performance
Description Best Practices
The description text supplements your headline and convinces the viewer to take action. Optimize this copy with these tips:
- Focus on your value proposition and competitive differentiator
- List the specific benefits the offer provides
- Use power adjectives and strong verbs
- Include a solid CTA at the end of the description
Formatting Text for Readability
Proper text formatting goes a long way in improving the readability and impact of your limited LinkedIn ad copy. Here are some formatting best practices:
- Break up long blocks of text with line breaks
- Use bullet points and numbered lists for easy scanning
- Bold key information like the CTA
- Capitalize proper nouns and beginnings of sentences
- Use title case for headlines
Additional LinkedIn Ad Copy Tips
Keep these additional tips in mind when crafting text for LinkedIn ads:
- Avoid overused phrases and industry jargon
- Leverage emotional appeal with touching stories
- Use consistency across ad variations
- Proofread closely for spelling and grammar errors
- Grab attention with humor when appropriate
Examples of Effective LinkedIn Ad Copy
Reviewing examples of real-world LinkedIn ads can provide inspiration for writing compelling copy that converts. Here are a few examples of ads with strong copy.
Sponsored Content Ad Example
This sponsored content ad from LinkedIn Marketing Solutions uses an informative headline, descriptive snippet text, and clear call-to-action within the tight character limits.
Sponsored Message Example
HubSpot includes an eye-catching emoji, power words like “improve” and “free,” and a specific CTA in this engaging sponsored message.
Text Ad Example
This text ad from Drift poses an interesting headline question and sums up the key offer details clearly within the 150-character limit.
A/B Testing LinkedIn Ad Copy
The most effective way to optimize your LinkedIn ad text is to test different versions and analyze the results. Here are some tips for running A/B split tests on your copy:
- Test one element at a time like headlines or CTAs
- Use a tool like LinkedIn Campaign Manager to automate tests
- Run tests simultaneously for accurate data comparison
- Let tests run for at least one full week before evaluating
- Look at clickthrough rate and conversion rate as key metrics
By continually testing and improving your LinkedIn ad copy over time, you’ll discover what messaging best resonates with your target audience to drive more conversions.
Using LinkedIn Ad Copy Templates
Ad copy templates provide pre-written text formulas that make writing ads faster and simpler. LinkedIn offers a variety of ad templates right within Campaign Manager that you can customize for your campaigns. You can also find templates online to use as starting points when drafting your own copy. Then tailor these to your specific offer and audience.
Benefits of using LinkedIn ad copy templates include:
- Faster ad creation process
- Proven effective copy formulas
- Customizable for your brand voice
- Provides inspiration for your own text
Just be sure to adapt the templates for your unique offer and avoid overused generic language. Add your own flair to stand out while leveraging the pre-written structure.
Tools for Optimizing LinkedIn Ad Copy
In addition to LinkedIn Campaign Manager’s built-in A/B testing capabilities, third-party tools can also help optimize your ad copy. Here are some top tools for LinkedIn ad copy creation and optimization:
Copy.ai
Copy.ai offers AI-powered copywriting assistance, including ad copy templates, recommendations, and tutorials tailored to LinkedIn ads.
HubSpot Ads
HubSpot’s ad management platform provides automated A/B testing capabilities and easy templating to streamline LinkedIn ad creation.
TextRazor
TextRazor analyzes your ad copy to help improve readability scores and optimize length for higher performance.
Grammarly
Grammarly checks your ad text for grammar and spelling errors to help polish your copy.
CoSchedule Headline Analyzer
CoSchedule’s free headline analyzer tool scores your headline’s emotional appeal, length, and power words usage.
Conclusion
Optimizing your LinkedIn ad copy within the strict character limits is crucial for generating higher clickthroughs and conversions. Focus on highlighting your value proposition, using power words, and presenting a compelling CTA. Test different versions of your text to discover what resonates most with your target audience. Leverage the built-in tools LinkedIn provides along with third-party resources to refine your copy over time. With compelling, customer-focused ad copy that speaks directly to your ideal audience, you can make every character count towards improving your LinkedIn ad results.
