When creating LinkedIn ads, the ad copy you use can make or break your campaign. With over 800 million members on LinkedIn, standing out from the crowd is crucial. Using compelling ad copy optimized for LinkedIn can help attract your target audience and drive more clicks and conversions.
Keep it Short and Scannable
LinkedIn members tend to skim content quickly in their feed. According to studies, LinkedIn ads with fewer than 125 characters get 30% higher CTRs. Keep your headline under 25 characters and write short, scannable body copy in bullet points or fragments. Highlight the most important information first.
Target a Specific Audience
One of the main benefits of LinkedIn advertising is the ability to hyper-target your ads. Use the advanced targeting options to only show your ads to your ideal audience based on criteria like job title, company, industry, interests, and more. Include messaging in your ad copy that resonates with that particular target demographic.
Use a Clear Call-to-Action
Tell viewers exactly what you want them to do – click, download, sign up, etc. CTAs like “Learn More” or “Contact Us Now” work well. Place your CTA prominently at the end of the body copy or in the headline. Repeat the CTA to drive the point home. LinkedIn ads with CTAs have 2x higher CTRs.
Focus on Benefits and Value
Avoid overly promotional language. Instead, highlight the specific benefits and value the viewer will get from your product or service. Communicate how you can solve their challenges. Back up claims with stats, awards, testimonials, or concrete examples when possible.
Use Dynamic Text Ads
Dynamic text ads automatically test different ad copy variations to find the optimal messaging. You only need to input headlines, descriptions and landing page. LinkedIn will mix and match to identify top performers. This takes the guesswork out of perfecting your ad copy.
Leverage LinkedIn Profile Data
Personalize your ads by displaying the member’s name, company, job title or other profile data. This grabs their attention and makes the ad more relevant. You can also customize based on their interests, skills, groups, posts they’ve liked, and more.
Be Visually Appealing
Display ads and sponsored content allow eye-catching visuals. Use high-quality images, video, animations or slides that align with your messaging and capture interest. Ensure visuals are professional and consistent with your brand. Stick to simple designs that convey information quickly.
Emphasize Thought Leadership
Business decision makers flock to LinkedIn for industry insights. Position your company as a trusted voice by sharing tips, research, trends, and best practices. Demonstrate your expertise without a hard sell. Useful thought leadership content engages LinkedIn’s professional audience.
Use Numbers and Stats
Back up your claims with impressive statistics and numbers. This builds credibility and trust. For example, rather than just saying your company is an award-winning leader, mention specifically that you have a 97% customer satisfaction rate based on 5,000+ reviews.
Highlight Social Proof and Reviews
Do you have testimonials, case studies or customer reviews that showcase your value? Mention them in your ad copy. Social proof in the form of client logos, reviews, ratings, and quotes can give you immense credibility with LinkedIn members.
Focus on Relevance, Not Keywords
Avoid awkwardly stuffing in keywords thinking it will help with SEO. The algorithms are smarter than that. Focus first on writing compelling, relevant copy optimized for actual people. The keywords will naturally follow based on your targeted audience and messaging.
Be Conversational
LinkedIn recommends using conversational language and an active voice in your ad copy. Write in a way that resonates with how real people speak. Stay away from over-the-top salesy claims. Imagine explaining your offering to a colleague.
Adapt Copy for Different Ad Types
Optimize your ad copy based on the specific ad format you are using. For example, text ads may require shorter copy and clear CTAs while content ads need intriguing headlines and intros. Fine-tune messaging for video ads, carousel ads, etc.
A/B Test Different Versions
The only way to know for sure what ad copy will perform best is to test it. Try different headlines, offers, calls-to-action, targeting options, etc. and see what resonates most with your audience. Let data guide your decisions. Iteration leads to better results.
Monitor and Update Frequently
Consistently check your ad performance and update copy that is underperforming. Your ideal messaging often changes over time. Keep pace with trends impacting your target audience. Never settle for static, set-it-and-forget-it copy.
Conclusion
Mastering compelling ad copy takes testing, refinement, and expertise. By focusing on relevance over keywords, highlighting benefits, and speaking directly to your target audience, you can craft messages that cut through the noise. Optimizing based on data and continuously updating your LinkedIn ad copy will drive more clicks, leads, and sales.