LinkedIn Ads Best Practices for Copy and Creative [+12 Real Examples]

Do you need to create effective LinkedIn Sponsored Content Ads for your business… and are looking for best practices?

LinkedIn is a very different social network from Facebook. And you should not be reusing the same copy and creative as you use there.

(It does not work the same!)

LinkedIn is a professional social network. Members are older on average, they’re in a “business mindset”, and they’re using LinkedIn for very different reasons from when they use Facebook.

So, to be successful with LinkedIn ads you must speak to them differently.

“Facebook-style” ads are typically too conversational and too unprofessional for LinkedIn… professional users will be turned off.

What works in Facebook Ads is very different from what works in LinkedIn Ads!

LinkedIn’s bidding is different. We are usually paying on a cost-per-click (CPC) basis, NOT a CPM basis (which Facebook usually is).

LinkedIn’s algorithms are different. Its campaigns do not “learn” in the same way that Facebook’s algorithms do. Therefore, we rely very little on the platform to optimize our campaigns for us.

So, we must intentionally create our ads – our ad copy and our creative – specifically for the LinkedIn platform.

We cannot simply reuse Facebook ads on LinkedIn. Here are some tips to help you create the best LinkedIn ads…

LinkedIn Ad Copywriting Tips

1. Be very clear what the offer is and who it’s for.

On LinkedIn, you’re usually paying on a cost-per-click (CPC) basis. That means you pay when someone clicks on your ad. But, you DO NOT pay when someone sees your ad but does not click.

Therefore we do not want to draw unqualified clicks – that only wastes money.

Alternatively, on Facebook you’re usually paying on a CPM (cost per impression) basis. On Facebook you pay whether someone clicks or not, so you want to draw in the most people.

Advertisers often use curiosity to draw in a prospect. Again, that works on Facebook. On LinkedIn, you’ll often end up spending a lot of more money.

2. Use full character count, but put CTA above the fold.

LinkedIn sponsored content can use up to 600 characters.

After 150 characters (the “intro” or the “fold”), your copy is hidden and there is a ‘…see more’ button.

After 150 characters, the '...see more' button will truncate your ad copy.

For top-of-funnel and middle-of-funnel ad copy (TOF and MOF – colder audiences), we recommend using all 600 characters.

But we also recommend putting the call-to-action above the fold (before 150 characters – where the ‘see more’ button appears on longer ad copy).

Keep in mind that most people will not click ‘see more’, so your intro ad copy should be able to stand alone without that remaining text.

(Many experts recommend ad copy less than 150 characters on LinkedIn – but they’re recommending that only so that the offer and CTA are above the fold. We expand on that to say – yes, the offer and CTA should be above the fold, BUT you should also go on to use the remaining characters available to continue clarifying and building interest with the reader, for the people who do read on)

You are NOT charged for a click on the ‘…see more’ button.

GOOD:

Your above the fold ad copy must be effective on it's own (most people do not click see more).

3. Use bullet-points in the ad copy.

When someone does click on the ‘…see more’ button, use some eye-grabbing bullet points to draw them further down your ad.

Hitting them with a wall of text is difficult to read and digest. They’ll be likely to just scroll away.

Bullet points, especially with emojis are good for this.

BAD:

No one wants to read a wall of text... and most people won't bother.

GOOD:

Bullet points and spacing help draw the viewers eye through the ad and improve comprehension.

4. Call out your audience.

More on #1, call out your audience in the first sentence or in the headline of your ad.

So it’s very clear exactly who your offer is for. Again, you want to reduce the number of unqualified clicks.

GOOD:

Clearly call out your audience.

5. Start with an Emoji.

Use emoji’s sparingly and tastefully in your LinkedIn ads.

But they are a good way to draw your reader’s eye into your ad to start reading. Ads that start with emojis almost always have a higher CTR.

(Be clear on your audience and offer so that higher CTR doesn’t waste your money – see earlier tips)

We find the Zap ?? or an emoji with a color that stands out from the LinkedIn background AND from your ad image colors are good.

GOOD: (See #5’s image above)

6. Use the right CTA button.

The available options for Lead Generation call-to-action buttons are:

• Sign up, Apply Now, Download, Get Quote, Learn More, Subscribe, Register

Lead generation call-to-action button options.

The choices for Website Conversions call-to-action buttons are:

• Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend, Request Demo

Website conversions call-to-action button options.

For Request a Consultation or Request a Call ads, we usually use “Sign Up”.

7. Keep headlines short (under about 70 characters)

When your headline gets cut off, there’s no way for the viewer to see the rest of it (whereas with ad body copy, they can hit ‘see more’).

So for clarity’s sake, use short headlines.

Spacers and brackets are good for enhancing readability.

BAD:

Don't let your headline get cut off.

GOOD:

Short and direct headlines work best.

8. Limit use of uppercase/caps and emojis.

Overusing emojis and caps (like many Facebook ads do) will cause your ads to be disapproved.

For example, headlines in all caps or using more than one emoji in a row usually triggers an automatic disapproval.

Too many emojis or uppercase letters will automatically trigger LinkedIn's rejection.

9. Use a professional tone and avoid slang.

People are in a business mindset when they’re on LinkedIn, and most people take their work quite seriously.

Therefore, your ad copy should convey the same level of professionalism, or else you risk losing credibility.

If you’re running Facebook ads, keep in mind that your FB ad copy is likely too conversational, and too relaxed.

Need help with your LinkedIn Ads?

Book a call today >>

LinkedIn Ad Design Tips

10. Use the right dimensions

• Sponsored Content
• Single Image: 1200×627
• Carousel Image: 1080×1080
• Video: 1280×720 or 1080×1080
• Sponsored InMail: 300 x 250
• Text ads: 100×100

See LinkedIn Ad Specs & Guidelines.

11. Choose an image that will grab your audience’s attention.

People are scrolling through LinkedIn just as fast. Use an image that will grab their attention.

Images of their industry or job do well. Ask what is a visual that is already top of mind for them?

For lead magnets, an image of the downloadable is good (see #12’s image).

Avoid pattern-interrupt images – until you have specific targeting and a proven audience, then they are worth testing.

What's an image that's already top of mind for your prospect? That will grab their attention.

12. Use colors that stand out.

The LinkedIn interface is darker – mostly blue and gray.

Therefore, you want to choose colors that stick out from this backdrop. Oranges, reds, and greens are good.

GOOD:

13. Add a Button.

Graphical buttons generally boost performance. Be sure the button’s text is aligned with your ad’s call-to-action.

(See #12’s image)

14. Overlay text that supports your offer.

LinkedIn does not have a 20% text rule that Facebook does. So you can include much more text in the ads.

Adding a headline and sometimes subheadline in the image helps. Be short and to the point.

(See #12’s images)

15. Find examples and inspiration of good ads.

For more inspiration, learn how you can see what ads other companies are running here.

Need help with your LinkedIn Ads? Book a call today >>