When creating LinkedIn ads, the headline is one of the most important elements. The headline appears beside your ad image and is often the first thing viewers see. Crafting a compelling yet concise headline is crucial for capturing attention and driving clicks. But with limited space, how long should your LinkedIn ad headlines be?
What is the LinkedIn ad headline character limit?
LinkedIn ad headlines have a 25-character limit, including spaces. This means you have 25 characters to communicate your key message and entice viewers to click. While 25 characters may seem short, it’s ample space to grab attention if you choose your words carefully.
Why are LinkedIn ad headlines limited to 25 characters?
There are a few reasons why LinkedIn restricts ad headlines to 25 characters:
- Encourages succinct messaging: With only 25 characters, advertisers must get straight to the point. This results in clear, focused ad headlines.
- Optimized for small screens: Many LinkedIn users browse on mobile. Short headlines are easier to read on small screens.
- Consistency across platform: All sponsored content on LinkedIn adheres to the 25-character headline limit. This creates a consistent experience for users.
- Prevents overly promotional messaging: The 25-character restriction discourages advertisers from using sensational or “salesy” headlines.
In summary, the 25-character limit aims to improve the user experience and promote effective advertising.
How to make the most of the 25-character limit
Crafting compelling 25-character headlines takes skill and strategy. Here are some tips:
- Focus on your target audience: Understand what will grab your audience’s attention based on their needs and interests.
- Highlight key benefits: Summarize the key benefit you offer rather than generic descriptions.
- Use power words: Incorporate strong verbs and adjectives like “boost,” “drive,” “maximize,” etc.
- Ask questions: Posing questions in headlines can spike curiosity and clicks.
- Include numbers: Mention specific stats, amounts, or numbers that highlight value.
- Keep it simple: Opt for short, scannable words over long or complex terms.
- Test different options: Create multiple 25-character headline variations and A/B test to see what performs best.
Headline formula examples
Using proven headline formulas can make crafting 25-character headlines much easier. Here are some formulas with example headlines:
Headline Formula | Example |
---|---|
Number + Key Benefit | 10x Engagement with Live Video |
Audience + Promise | Execs: Grow Your Network |
Question + Promise | Bored with Social Media? Reboot Your Strategy |
Problem + Solution | Slow Lead Growth? Automate Outreach |
Tips for fitting headlines in 25 characters
It can take finesse to convey your message clearly in only 25 characters. Here are tips for fitting headlines within the limit:
- Remove filler words like “a”, “the”, “and”: Get straight to the main keywords.
- Use abbreviations: Shorten common terms like “w/” for “with.”
- Eliminate punctuation:Periods, commas and other marks use up characters unnecessarily.
- Replace phrases with single words: For example, use “boost” instead of “increase” or “raise.”
- Use numerals rather than spelling out numbers: “2x” vs. “two times.”
- Remove articles: Change “the marketing strategy” to “marketing strategy.”
Common LinkedIn ad headline mistakes
It’s easy to make mistakes when trying to cram a lot into 25 characters. Here are common headline blunders:
- Too broad and generic: Fails to capture attention or communicate benefits.
- Too hyperbolic or “salesy”: Turns off the professional LinkedIn audience.
- Misses the target audience: Doesn’t speak directly to their pain points or interests.
- Uses jargon or buzzwords: Confuses readers rather than intrigues them.
- Forgets a clear call-to-action: Needs a stronger prompt to click.
- Too vague or conceptual: Doesn’t tangibly convey what you offer.
Headline tips by LinkedIn ad objective
You can further optimize LinkedIn ad headlines based on your campaign objective:
Brand Awareness Campaigns
- Establish your brand identity and value proposition.
- Use descriptive adjectives and emotional language.
- Ask thought-provoking questions to spark interest.
- Add intrigue with openings like “Announcing…”
Lead Generation Campaigns
- Promise a desired result like improved productivity.
- Include hard numbers like “10x” or “500%.”
- Use action words like “get,” “build,” or “drive.”
- Mention your free offer or content asset.
Traffic Campaigns
- Highlight value reader will gain from clicking.
- Ask curiosity-sparking questions.
- Use power words like “uncover,” “reveal,” or “discover.”
- Add intrigue with openings like “The truth about…”
Conclusion
LinkedIn’s 25-character ad headline limit forces you to be razor-focused with your messaging. Take time to brainstorm and test different options to find which headline variant performs best. Keep your target audience top of mind, highlight concrete benefits, and use proven formulas to create headlines that compel clicks.
With skillful 25-character ad headlines, you can capture attention amid the small, scrollable feed and generate more traffic, leads, and brand awareness.