LinkedIn ads allow businesses and marketers to target specific audiences and promote content to LinkedIn users. One key component of LinkedIn ads is the introductory or headline text that appears with the ad and provides a brief preview to encourage clicks. There is a 150 character limit for LinkedIn ad introductory text.
This 150 character limit applies to text ads on LinkedIn. When creating a LinkedIn Text Ad, the introductory headline field allows for up to 150 characters. It’s important to craft compelling introductory copy within this limited space in order to capture attention and drive clicks to the full ad content.
Why is there a 150 character limit?
LinkedIn has imposed a 150 character limit on ad introductory text for a few key reasons:
– Control the length of headlines in the feed – LinkedIn wants to maintain a consistent look and experience across their platform. Long or lengthy headlines could disrupt the uniformity of the LinkedIn feed.
– Enforce concise, impactful messaging – 150 characters requires advertisers to be selective with their words and communicate their key messages and value propositions concisely.
– Mobile optimization – Many LinkedIn users view content on mobile devices with smaller screens. Shorter intro copy optimizes for the mobile experience.
– Avoid spam/abuse – Limits help prevent advertisers from over-optimizing with repetitive or keyword-stuffed headlines that provide a poor user experience.
Benefits of the 150 Character Limit
While 150 characters may seem short, the limit promotes several benefits:
– Sharpened messaging – Marketers must carefully choose words for maximum impact.
– Improved clickthrough rates – Concise, compelling intros pique interest and get more clicks.
– Level playing field – All advertisers have the same constraints to create effective intros.
– Mobile optimization – Short intros adapt well to small mobile screens.
Challenges of the 150 Character Limit
The 150 character limit also presents some challenges for marketers:
– Requires very tight, concise writing – Marketers must labor over every word to convey key messages in limited space.
– Difficult to showcase creativity – Longer intros allow for storytelling and clever wordplay that capture attention.
– Less flexibility to use keywords – Including longtail keywords or multiple keywords is a struggle with only 150 characters.
– Needs constant testing and refinement – Marketers may iterate through multiple versions of an intro to find the optimal combination of words.
Best Practices for 150 Character Ad Intros
Despite the tight space, advertisers can make the most of the 150 characters by following some best practices:
Lead with the Most Impactful Message
Don’t bury the lede. Lead with your most powerful value proposition or compelling message up front. You usually have just one chance to capture attention, so make it count.
Focus on Relevance and Audience Appeal
Align the intro directly to the target audience’s needs and interests. Stay relevant to them above all else. Generic intros often fail to connect.
Pose Intriguing Questions
Pique interest by posing an intriguing question or teasing the content to come.Give the reader a reason to want to know more.
Use Numbers and Specific Data
Specifying numbers, stats, or concrete data points can capture attention by establishing credibility.
Leverage Emotional Triggers
Appeal to target emotions like frustration, aspiration, curiosity, or humor. Tap into feelings using emotional triggers.
Focus on Keywords, but Avoid Stuffing
Incorporate 1-2 primary keywords naturally but don’t force in awkward repetitive mentions. Quality over quantity.
Be Scannable and Conversational
Write for easy skimming in the feed. Use conversational language. Avoid lengthy sentences.
Refine and Test Multiple Options
Brainstorm a few intro options then test and refine using A/B testing to guide edits.
Complement the Image or Ad Content
Synchronize the intro with the accompanying ad creative. Together they should tell a cohesive story.
Examples of Effective 150 Character LinkedIn Ad Intros
Here are some examples of real LinkedIn ads with compelling introductions within 150 characters:
HubSpot
“Are too many leads slipping through your fingers? Get tips to capture 350% more leads with a free ebook.”
This intro poses an intriguing question that resonates with the target audience. It also defines the offer of an ebook and quantifies the expected result.
Salesforce
“What if you could increase sales productivity by 67%? See how Sales Cloud delivers with AI.”
Opening with a “what if” question grabs attention. It also specifies the solution, key benefit, and means of achieving the benefit.
Hootsuite
“Say goodbye to social media chaos. Hootsuite brings all your feeds, content and teams together so you can finally get organized.”
This intro taps into the target audience’s pain points around social media management. It positions Hootsuite as the solution.
Oracle
“Top brands choose Oracle CX. Join Pega, Box, and Zebra to deliver incredible customer experiences.”
Boasting social proof with company names builds credibility. Mentioning competitors also perks interest.
Microsoft
“What if there was one platform for all your business apps? Experience Microsoft 365.”
Microsoft builds curiosity by prompting the reader to imagine an ideal solution that their product provides.
Takeaways
These examples demonstrate how top brands maximize impact within the 150 character confines. They highlight the core value proposition, speak directly to the target audience, and compel the next click.
Tips to Condense Your Message within 150 Characters
Cutting a full marketing message down to 150 characters or less can be a major challenge. Here are some tips to condense your ad intro into the allotted space:
Pare Down Messaging
Narrow your focus to the single most compelling message or benefit you want to communicate. Cut everything else.
Simplify Language
Use shorter, simpler words whenever possible. Replace complicated words with more common vocabulary.
Remove Extra Words
Cut filler words and fluff that don’t add value. Take out niceties like “please,” “discover,” “we invite you,” etc.
Use Abbreviations
Substitute abbreviations for common terms like “wknd” for “weekend” or “pics” for “pictures.”
Limit Descriptors and Adjectives
Adjectives add length without punch. Use only ones that convey something essential.
Employ Active Voice
Active voice condenses phrasing. For example, “Achieve your goals” vs “Your goals can be achieved.”
Feature Benefits Over Features
Focus valuable characters on benefits rather than features. Benefits convey meaning.
Remove Articles
Cut out non-crucial articles like “the”, “an”, or “a” to gain more room for impactful words.
Use Numbers and Stats
Numbers and stats can shorthand key points. For example, “97% satisfaction” vs “near perfect satisfaction.”
Highlight Results
Rather than explain methods, call out the end result. Like “Lose 10 pounds” instead of “new diet method.”
Tools to Count and Optimize Characters
Here are some useful tools to help monitor character count and optimize copy:
LinkedIn Ad Creator
The LinkedIn Ad platform shows the number of characters used as you type and will prevent saving once you hit the limit.
Excel or Word Count
Compose your introductory text in Excel or Word to see live character counts and make edits prior to inputting in LinkedIn.
Google Docs Character Count
Google Docs displays the character count as you type. You can also install the Character Count add-on.
Hemingway Editor
This tool highlights hard-to-read, complex sentences and suggests edits for simplification.
Grammarly
Grammarly checks for conciseness and wordiness to help refine long copy. The premium version maximizes clarity.
Headline Analyzer Tools
Tools like CoSchedule Headline Analyzer, HubSpot Blog Topic Generator, and Portent’s Content Idea Generator can help optimize headlines.
A/B Testing
Test 2-3 intro options directly in LinkedIn Ads to see which achieves the highest CTR and conversion rate.
Frequently Asked Questions
Here are answers to some common questions about LinkedIn’s ad intro text limit:
Why is the character limit only 150 characters?
LinkedIn limits intros to 150 characters to enforce concise messaging and maintain uniformity across their feed on both desktop and mobile. The tight space challenges marketers to sharpen their words for maximum impact.
What happens if my intro text exceeds 150 characters?
LinkedIn will not allow ads to be saved or run if the intro text exceeds 150 characters. You will receive an on-screen error message prompting you to shorten the text.
Can I request LinkedIn to increase the 150 character limit?
No, the 150 character limit is firm and cannot be increased, even for an additional cost. All advertisers must adhere to the same intro text constraints.
How strictly is the 150 character limit enforced?
The limit is very strictly enforced. Even going over by just 1 character will generate an error and prevent you from submitting the ad. LinkedIn does not allow any flexibility over 150 characters.
Can I use a 150 character intro plus a headline extension?
No, LinkedIn does not permit both an intro and a headline extension. You must choose one or the other. The total combined characters between the intro text and headline cannot exceed 150.
Conclusion
In summary, LinkedIn mandates a maximum of 150 characters for ad introductory text in order to enforce concise, compelling messaging. Marketers aiming to maximize LinkedIn ads must master the art of condensing thoughts into impactful, action-driving headlines within this tight space. An effective 150 character intro requires focus on relevance, emotional triggers, and key benefits to capture attention. With practice and testing, brands can learn to make every character count. The 150 limit challenges creativity and precision in headline writing, but the effort pays dividends in improved campaign results.