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Text Ads are simple ads served on the right-hand side or top of the LinkedIn desktop feed. Create PPC (pay per click) or CPM (cost per impression) bids to control spend your way. Use these tips to maximize results with this versatile ad format.

Craft creative that stands out

  •  Text Ads are available in a variety of sizes and ratios (square, horizontal, and long text link). Refer to Text Ads specs for detailed information to guide ad creation.

  •  Address your audience directly. Grab attention with headlines like “Attn: High-Tech Managers” or “Are You an IT Director?”

  •  Use a strong CTA (call to action) like “Register Now” or “Sign Up Today!"

Get visual

  •  Include an image. They’re optional, but they drive better results.

  •  Use a profile image if relevant. They perform better than objects or logos.

Follow best practices

  •  Link to a destination (like a customized landing page) that matches the message of your ad.

  •  Optimize your landing pages for mobile. Make your website easy to view, navigate, and enter info from a smartphone.

  •  Be specific with ad targeting, but not so specific that you make your audience too small for your ad to perform well. Choose location and two other targeting criteria to start, and follow ad targeting best practices.

Always be testing

  •  Test multiple messages or versions of your ad creative to see which one resonates most with your target audience.

  •  Use A/B testing to optimize targeting, too. Create a campaign, duplicate it, and alter the targeting criteria slightly. Run both campaigns to learn which parameters are more effective for your business.

  •  Include 3-4 ad variations in each campaign. Campaigns with more ads usually reach more people in your target audience.

  •  Every 1-2 weeks, pause the ad with the lowest engagement and replace it with new ad creative. Over time, this will improve your ad relevance score (based on indicators that LinkedIn members find the ads interesting, like clicks, comments, and shares), which will help you win more bids.

Measure and optimize

  •  Install the LinkedIn Insight Tag on your website, so you can track conversions and enable demographic reporting on your website visitors.

  •  Define how to measure success for your business. Campaign Manager has robust reporting capabilities. Put them to good use by identifying your key metrics.