LinkedIn message ads allow advertisers to send sponsored messages directly to LinkedIn members’ inboxes. These ads appear in members’ Message Center and can help drive awareness, engagement, and conversions. One key consideration when creating LinkedIn message ads is the text limit.
LinkedIn Message Ad Text Limit
LinkedIn message ads have a text limit of 300 characters. This includes spaces and punctuation. Advertisers have a strict 300 character limit to craft their ad messaging and capture attention.
Some key tips for writing effective copy within the 300 character text limit include:
- Get to the point quickly – Grabbing attention fast is key in the limited space
- Focus on benefits and value prop – Explain how your offer will help the reader
- Use contractions and tight language – Optimize for brevity without losing meaning
- Leverage formatting for emphasis – Bold, italics, etc. can make copy stand out
- Include a clear CTA – Tell the reader exactly what action to take
Adhering to the 300 character limit requires being concise and strategic with messaging. But the constraints can actually help sharpen marketing copy and improve performance.
Tips for Working Within the Text Limit
Here are some additional tips for creating effective ad copy within a 300 character text limit:
- Know your audience – Tailor copy to your target demographic
- Highlight value – Focus on how you can help members solve problems
- Use active voice – Active voice is more engaging than passive
- Limit adjectives – Only use descriptive words if they enhance meaning
- Write conversationally – Adopt a friendly, conversational tone
- Cut the fluff – Omit unnecessary words that don’t add value
- Grab attention quickly – Lead with your most important info or offer
- Use numbers – Stats can capture interest in limited space
- Leverage emotions – Trigger positive feelings like excitement or curiosity
- Test different copy – Try out multiple versions to see what resonates best
The 300 character limit forces advertisers to master the art of concise, compelling copywriting. But with the right strategy, it can drive great results.
Examples of Effective 300 Character Ads
To better understand how to maximize the 300 character text limit, let’s look at some real-world examples. Here are a few effective LinkedIn message ads using 300 or fewer characters:
HubSpot
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Drift
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Unbounce
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These examples demonstrate how advertisers have optimized messaging for brevity and impact. Key tactics include leading with a compelling hook, focusing on benefits, incorporating CTAs, and using tight language with no wasted words.
When the Message Ad Text Limit May Be Increased
While 300 characters is the standard limit, there are certain situations where LinkedIn may allow slightly longer message ads in limited testing:
- Automated Rules – LinkedIn may automatically test longer ads for some advertisers
- Special Request – Advertisers can request extended text if standard length underperforms
- Historical Performance – Accounts with strong historical performance may qualify for more text
- AB Testing – LinkedIn may AB test extended text length with select advertisers
However, even when granted, the increased limit is usually only around 350 characters. The 300 character constraint remains in place for most LinkedIn message ads.
Tips for Handling the 300 Character Limit
Here are some final tips for skillfully handling the 300 character text limit for LinkedIn message ads:
- Write multiple drafts – Refine and tighten copy through several iterations
- Use abbreviations – Shorten commonly used phrases and industry jargon
- Limit sentences – Break up long sentences into shorter chunks
- Cut filler words – Remove unnecessary terms like “the”, “and”, “that”
- Simplify language – Replace complex words with simpler alternatives
- Highlight urgency – Add language like “free”, “now”, “today only” to spur action
- Check character count – Continuously monitor remaining characters as you write
- Enlist editing help – Get a second set of eyes to identify cuts
With the right approach, the LinkedIn message ad text limit can be an asset that focuses copy and improves performance. The 300 character constraint challenges advertisers to master concise, compelling messaging that cuts through the noise.
Frequently Asked Questions
Why is there a 300 character text limit for LinkedIn message ads?
LinkedIn instituted a 300 character limit for message ads to enhance the member experience. Succinct copy is more likely to grab and hold attention in crowded inboxes. The limit also encourages advertisers to sharpen their messaging and say more with less.
What happens if my message ad text exceeds 300 characters?
If a message ad exceeds 300 characters, LinkedIn will not allow that ad to run. Advertisers will receive an error message prompting them to edit the ad copy to meet the 300 character maximum.
How strictly does LinkedIn enforce the 300 character limit?
LinkedIn enforces the 300 character limit very strictly in most cases. Advertisers should not expect any latitude beyond 300 characters. The automated ad submission system will reject any ad exceeding the limit.
Can I request an exception to the 300 character limit?
Advertisers can submit requests through LinkedIn support to run message ads with extended text limits. But exceptions are rarely granted, usually only for major advertisers based on historical performance data.
Should I always aim to use the full 300 characters?
Not necessarily. Effective ads can be crafted with far fewer than 300 characters. The goal should be concise, compelling messaging regardless of length. Using fewer than 300 characters is fine if the copy achieves its purpose.
Conclusion
The 300 character LinkedIn message ad limit forces increased creativity and precision. While constraints can be frustrating, they often yield improved results by zeroing in on what’s truly essential. The character limit pushes advertisers to trim the fat, emphasize value, and make every word count. Mastering concise copy that inspires action in limited space is a valuable skill for marketers. With a methodical approach, the 300 character text limit can be turned from an obstacle into an advantage.
