Back in 2017, we published a post about 4 Facebook Ad Copy Tips to Improve Performance. Even in 2020, those tips still hold true as great options for A/B testing ad copy in Facebook.
That got me thinking about LinkedIn, where I spend a lot of time testing new ads and new audiences.
If you’re stuck in an ad copy rut in LinkedIn, here are a few tips that can help.
1. Short vs. Long Copy
This is a testing option that I borrowed from Bethany’s post because it holds true in LinkedIn as well.
Being short and sweet can harder than it sounds.
LinkedIn single image Sponsored Content ads only allow up to 150 characters before the remaining text is truncated. If the ad displays on a desktop device, the maximum character length can be 600.
If you haven’t, testing longer copy is a great A/B test.
If you’re able to catch the user’s attention with your introductory text, asking them to click “see more” may not be a stretch. (You can see this in the screenshot above.)
If you’re wondering how you can expand copy, using bullet points is a great way to flush out content while offering it in a more digestible format.
2. Lead Forms vs. Landing Pages
Lead gen forms are one of my favorite options in LinkedIn. The ability to integrate the forms with clients’ marketing automation and CRMs makes it easier for advertisers and users.
On the flipside, landing pages are more customizable and offer the opportunity to include additional text and images that can’t be included in lead gen forms.
If you haven’t tested both of these options in LinkedIn, now is the time to give the other option a shot.
Here is more about how to get started with lead gen forms on LinkedIn.
3. Text on Images
Facebook has a strict 20% text on images rule that can be a real pain in the neck for advertisers.
Thus far, LinkedIn has nothing of the sort meaning advertisers can include as much text as they would like on their images.
While I’d recommend still being tasteful with the amount of text, colors, sizes, etc., this offers the opportunity to really utilize text in your image to further your ad’s messaging without being limited.
Testing an image variant with text and without text is a simple A/B test that can give you good insights into what makes your audience stop scrolling through their feed.
A couple of tips for design:
- Test a button on the image.
- Consider not using the colors gray or blue since the interface is
4. Video vs. Static Images
Video debuted in 2018 in LinkedIn, but some advertisers have yet to test video in this channel.
If you haven’t tested video, or if it’s been a while, you can test a video ad for awareness, consideration and conversion campaign types.
You will need to have a separate video campaign, as single image ads and video ads aren’t possible within the same campaign.
A couple of tips for making the most of your video ads:
- Keep your video short and sweet. LinkedIn suggests no longer than 30 seconds, with the most important material in the first 10 seconds. I would recommend 15-20 seconds if it’s possible.
- Utilize subtitles as many users will not have sound.
- Consider testing a couple of different variants. Different lengths, calls to action, etc.
For more tips from LinkedIn on video ads, check out these best practices.
I hope these tips are helpful for ad testing in LinkedIn the next time you feel like you’re in an ad testing rut!
What would are your biggest ad testing tips for LinkedIn? We’d love to hear your thoughts in the comments below.
