While your image is what grabs attention to your ad, your copy is what sells the offer. Ad copy is the lifeblood of your ad. If an ad has bad copy you will not get clicks. There are many different methodologies of ad copy writing, and most can work very well on the platform. But there are basics that I see missed too often.
1. The format of the ad.
Improper ad copy format (or flow), is one of the most common mistakes on the platform. The ideal ad should flow like this: Attention Grabber > Description/Sell > Call To Action. This is a very simple formula but one that’s
Attention Grabber
Use this to catch the attention of the reader. Recommended intros: Pose a question, bring up a pain point, strong statistics, or state a solution.
Ex.
Increase your sales by 30%
How are S&P 500 companies increasing their sales?
Is your team struggling to reach sales goals?
The 3 proven ways to crush sales goals.
Description
Used to actually sell your product. Could be one or two sentences. Show them why they should care about what you’re offering.
Ex.
The sales leaders’ proven strategies ebook. What the top salesmen are doing to crush their goals.
CTA
Very quick call to action. Include at the end of your copy. Should be short & to the point.
Ex.
Download Now
Book a Demo
Schedule Your Call
Keep it Short & Simple
LinkedIn ads have a 600-character limit for sponsored content & video ads. But only 150 characters will be shown before “learn more” cuts off the message. If possible, keep things below 150 characters. People rarely click “learn more” and you want to make sure you’re able to get your full message across.
Next, keep your message as simple as possible. Avoid acronyms, slag, and overly technical messages. All of these complicate the message, take valuable characters, and will result in lower engagement. Keeping your message simple doesn’t cheapen your brand, it makes it more approachable & understandable.