How to Write Ad Copy for LinkedIn Ads

a man is using LinkedIn
a man is using LinkedIn

Eskritor 2023-08-16

This step-by-step guide provides practical tips and strategies to help you create persuasive ad copy that resonates with your professional audience, increases engagement, and drives conversions on LinkedIn Ads.

What is LinkedIn Advertising?

LinkedIn Advertising is an advertising platform provided by LinkedIn, the world’s largest professional social media platform. It offers businesses and advertisers the opportunity to reach a highly targeted audience of professionals and decision-makers.

LinkedIn Advertising allows advertisers to create and run ads that appear on the LinkedIn platform to achieve various marketing objectives, such as increasing brand awareness, driving website traffic, generating leads, and promoting job opportunities.

What Types of Ad Formats Does LinkedIn Provide?

LinkedIn Ad campaign provides different ad formats to suit different content marketing strategies:

  1. Sponsored Content ads: These are native ads that appear directly in users’ LinkedIn feeds, mimicking regular posts. Sponsored content can include text, single image ads, video ads, and links, allowing advertisers to share engaging content with their target audience.
  2. Sponsored InMail/ Message ads: Sponsored InMail allows advertisers to send personalized messages directly to users’ LinkedIn inboxes.
  3. Carousel Ads: Swipeable cards that can showcase a sequential story, different products, or share insights.
  4. Conversation Ads: These types of ads are a “choose your own path” for the customers as they can select from a series of responses that help you understand them better. This helps in increasing website views, engagement, product promotion, and lead generation.
  5. Text Ads: Text ads are small, concise ads that appear on the right side of the LinkedIn desktop interface. They consist of a headline, a short description, and a link to the advertiser’s chosen destination.
  6. Dynamic Ads : Dynamic ads are highly personalized ads that use LinkedIn member profile data, such as profile images and job titles, to create targeted and relevant ads. They can be displayed in various formats, including follower ads, spotlight ads, and job ads.

Note: On LinkedIn marketing, you’re usually paying on a cost-per-click (CPC) pricing basis, not a CPM basis (which Facebook ad usually is). That means you pay when someone clicks on your ad. But, you do not pay when someone sees your ad but does not click. Also, you can choose a daily budget.

How to Write Ad Copy for LinkedIn Ads

Here is a complete guide to create high-quality LinkedIn ad copy for your digital marketing efforts:

Define Your Campaign Goals and Target Audience

  • Begin by clearly defining your campaign goals and identifying your target audience on LinkedIn.
  • Consider the industry, job titles, demographic, seniority, and interests of your desired audience.
  • Understanding their pain points, needs, and motivations will help tailor your ad copy to resonate with them effectively.

Craft a Eye-catching Ad Headline

  • Create a headline that immediately grabs attention and entices your audience to continue reading.
  • Use concise language that highlights the value proposition or benefit of your offering.
  • Incorporate relevant keywords while maintaining an engaging tone that aligns with your brand’s voice.

Highlight Key Benefits and Unique Selling Points

  • Communicate the key benefits and unique selling points of your product, service, or offer in a clear and compelling manner.
  • Showcase how your offering can solve your audience’s professional challenges, improve their work-life, or enhance their skills.
  • Use specific examples and data, if possible, to substantiate your claims.

Leverage Social Proof and Credibility

  • Include social proof elements, such as testimonials, case studies based on company size, or statistics, to build credibility and trust.
  • LinkedIn page is a professional network where authenticity and reputation matter.
  • Demonstrating that others have had positive experiences with your brand can significantly impact your audience’s perception and increase their likelihood of engaging with your ad.

Craft a Persuasive Call-to-Action (CTA)

  • End your ad copy with a strong and clear call-to-action (CTA) that prompts your audience to take the desired action.
  • Whether it’s clicking on a link, downloading a resource, or signing up for a webinar, make your CTA compelling and time-sensitive.
  • Encourage urgency and clearly communicate the value they will receive by acting upon it.

Keep it Concise and Professional

  • LinkedIn Advertising typically have character limits, so it’s crucial to convey your message concisely.
  • Use professional language, avoid jargon, and maintain a tone that resonates with your target audience.
  • Keep paragraphs and sentences short to enhance readability and make your ad copy impactful.

Test and Iterate for Optimization

  • Don’t settle for the first template of your ad copy.
  • Run A/B tests to compare multiple messages or versions of your ad creative to identify the most effective messaging and refine your copy metrics accordingly.
  • Monitor the performance of your ads, including click-through rates (CTR), engagement rates, specs, and conversion rates.
  • Continuously optimize your ad copy based on data insights to maximize lead gen form

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