Most businesses know that if you are interested in generating B2B sales, then LinkedIn is your best bet. The platform is designed to connect business professionals with other like-minded individuals. Which makes it the perfect platform for building professional relationships, networking and driving B2B conversions.
When it comes to LinkedIn advertising, most people think that sponsored content like single image ads is the way to go and often disregard everything that text ads have to offer. The thing is that while LinkedIn text ads might be outshined by sponsored content ads, they are far from redundant and should still have a place in your marketing strategy. This article will highlight what text ads are, how to make them more effective and when businesses should consider using them.
What Are LinkedIn Text Ads?
LinkedIn text ads are advertisements that use a short headline, description and image to communicate a message to prospects. They appear on the right-hand side of your LinkedIn feed and can only be seen on desktop devices. This is the same section where you would find other LinkedIn ad types like Spotlight ads.
While these text ads are only visible in the LinkedIn desktop feed, they are also cheaper than other ad formats and are a great option for generating increased awareness. When someone clicks on a LinkedIn text ad, they are usually taken to a website or a specific landing page that is designed to carry out a certain action like generating email signups.
Below is a quick look at the specs of text ads:
Ad headline (25 characters)
Ad description (75 characters)
Small ad image (ideal photo size is 100×100 px)
4 Benefits of LinkedIn Text Ads
Depending on your campaign objective, text ads can be a great choice to consider. Here is a quick breakdown of some of the key benefits of this ad format:
1. They Are Cost Effective
When compared to other LinkedIn ad types, text ads are quite inexpensive. They allow businesses to share their message with their professional audience at an affordable cost. Thus making them a great option to consider for brands new to LinkedIn advertising or companies with a smaller marketing budget.
2. Easy to Set Up
Considering that all you need for a LinkedIn text ad is an ad headline, description and small image, setting them up is generally a quick process. This means that companies can quickly launch their text campaigns without the need for elaborate designs or media production.
3. Increases Brand Awareness
LinkedIn text ads are ideal for generating brand awareness as they are great at reaching a wider audience. They can help brands that are new to the platform quickly build up a following.
4. Complement Other LinkedIn Ad Formats
Text ads can work great on their own, but they work exceptionally well when paired with other ad types. This approach will contribute to a more balanced and comprehensive marketing strategy.
When Should Businesses Use LinkedIn Text Ads?
A text ad campaign is great for increasing brand awareness or sending traffic to a specific landing page. They can even work well to generate a large following quickly or to target users that have expressed interest in the past — retargeting. Here’s a quick look at some different use cases of when brands should employ this type of ad:
They want to run budget-conscious campaigns.
Companies looking to increase overall brand awareness.
They are looking for a cost-effective ad type to support their marketing strategy.
A business wants to run a retargeting campaign that sends users back to their website who have visited it in the past but did not make a conversion.
Companies that are interested in driving more traffic to a website or landing page.
If you still don’t know if text ads are the right choice for your business or if you need assistance managing your LinkedIn ad account, Snowball Creations is here to help. We are a paid marketing agency with years of experience in getting clients the traffic and conversion they deserve, especially in the B2B space. Contact us today and let us help you get the most out of your LinkedIn advertising.
4 Tips for Creating Effective LinkedIn Text Ads
While LinkedIn text ads can be effective for a variety of use cases, it is important to remember that not all text ads are made the same way. Due to the character limitations of the ad description and headline, it is crucial you craft your message effectively with the words you have available.
While this might make it difficult to create in-depth messages for your target audience, it does have the added benefit of quickly getting your marketing message across. Here are 4 tips for creating powerful text ads:
1. Craft a Strong, Attention-Grabbing Headline
With your ad headline, you only have 25 characters available so you need to make them count. Your best bet here is to make it as attention-grabbing as possible. A good strategy is to focus on the benefit that the ad will provide the prospect with.
For example, if your business is all about making companies see an increased return on their investment, your headline copy could be “Boost Your ROI Today”. This quickly gets the message across and is strong enough to capture the attention of scrolling users.
2. Powerful and Clear-Ad Descriptions
Same as with the headline, you only have a limited amount of characters to create a message that resonates with your target audience. Therefore, focus on the most important parts and only add that to your copy.
The aim should be to use compelling language that creates intrigue with readers and advertises the benefits that your product or service offers. At all costs, you want to avoid unnecessary business jargon that makes the text ad seem dull and plain. Your ad copy’s job is to make your ad stand out, inform the prospect what the advertisement is all about and foster an interest in learning more.
3. Include a Compelling Call-to-Action (CTA)
A strong CTA is crucial in any online advertising campaign, as it clearly guides the user on what to do next. By providing a direct and compelling call to action, you eliminate confusion and motivate the potential prospect to make a decision and act on it. A well-crafted CTA not only drives immediate action but can also significantly increase website conversions.
4. Use a Bold and Clear Image
When it comes to uploading a photo to your text ad, most businesses opt to go for their brand image. The reason for this is the image size. The truth is that while you can essentially upload any image, the max size of the photo is rather small — 100 x 100 px.
This means that complicated designs won’t work well as prospects won’t be able to see all the image detailing in its fullest glory. Therefore, your brand logo makes a lot more sense. Especially considering that logos are not usually that big, to begin with.
How Does LinkedIn Text Ads Fit into Your Marketing Strategy?
LinkedIn text ads are an efficient way of driving traffic to a website and increasing brand awareness, but this ad type alone won’t revolutionize your marketing strategy. The thing is that although they are effective, their simplicity can limit overall engagement when compared to other ad formats.
Thus, for a more holistic approach, it is better to pair these ads alongside other ad types. For instance, by combining text ads with sponsored content, you can create a more diverse and comprehensive marketing strategy. This layered approach ensures that your messages reach your audience in different ways, making your marketing efforts more robust and well-rounded.
Still unsure whether LinkedIn ads are the right fit for your company? Fill out the contact form below and let us guide your hand in using LinkedIn text ads effectively for your business.