LinkedIn text ads are a cost-effective way to advertise on the platform. When used correctly, they can deliver impressive results.
These ads are specifically designed for desktop viewing, appearing on the right side of your main feed.
There’s a limit to how much text you can include — a 25-character headline and a 75-character description. Plus, you can feature your logo. But even with these constraints, LinkedIn text ads offer unique benefits.
In this blog, I’ll share the distinctive advantages of using LinkedIn text ads in your B2B SaaS marketing strategy.
6 Benefits of LinkedIn Text Ads
1. Lower Cost per Impression
Did you know the cost per impression for LinkedIn Text Ads is 60-80% less than Single Image Ads? This means your text ads will appear to your audience much more frequently. This leads me to the next point about ad frequency.
2. High Ad Frequency
Thanks to their placement, text ads on LinkedIn have an impressively high ad frequency. On average, these ads pop up five times more than other ad types. And the best part? You can run more than 15 different ads for your text ad campaigns, ensuring constant visibility in front of your desired audience.
3. Test Your Messaging
With the high visibility and lower cost of text ads, it’s the perfect format for experimenting with your ad messages. Sure, many marketers lean towards single image ads, but those often come with higher costs and lower frequencies. By identifying which text ad messages resonate most with your audience, you can carry those insights over to pricier ad formats.
For instance, if a certain tagline gains traction with text ads, why not implement it in your single image ads?
4. Ideal for Retargeting
Text ads may not be the first choice for cold campaigns since newcomers might not click on them. But for someone familiar with your brand? It’s a different story. If they’ve visited your site or engaged with your ads before, seeing your logo again will spark recognition. Imagine having your brand popping up on their screen for 90 days straight after they’ve interacted with you.
5. Direct Your Audience Anywhere
The flexibility of text ads is unbeatable. Want to direct your audience to an eBook, a webinar registration, or simply your homepage? You can. The high frequency of these ads means you can promote a variety of content, without feeling restricted.
6. They Enhance Your Other LinkedIn Ads
While text ads might not be conversion champions on their own, they play a crucial supporting role. Imagine your logo consistently appearing on the right side of the feed through text ads. Now, when your Single Image Ad pops up in their feed, there’s a greater likelihood they’ll engage with it. In essence, text ads amplify the performance of your other ads.
However, as with all things, LinkedIn text ads aren’t without their drawbacks. But we’ll dive into that later.
Disadvantages of LinkedIn Text Ads
1. Higher Costs
One glaring issue with text ads? Their higher cost per click and cost per conversion. Compared to single image or video ads, they just don’t pack the same punch financially.
2. Lower Click Conversions
Text ads typically result in view conversions rather than click conversions. This means audiences are seeing them but not necessarily interacting in the way you might hope.
3. Restricted Message Length
Ever tried fitting a message into a tiny box? With text ads, you have limited characters to convey your message. It’s a challenge, and honestly, it can be a bit frustrating at times.
4. Limited Visibility
The placement of text ads isn’t the most advantageous. They’re often overlooked due to their location, and the fact they’re desktop-only doesn’t help. No mobile visibility limits their reach considerably.
5. Unimpressive Click-Through Rate
Much like LinkedIn’s Spotlight Ads, text ads don’t boast great click-through rates. If your campaign’s primary goal is to get clicks and prompt action, these might not be the best choice.
Despite these drawbacks, it’s worth considering the entire ad ecosystem on LinkedIn when strategizing. Balancing the pros and cons can lead to a more effective marketing plan.
In Conclusion
LinkedIn text ads shine when it comes to brand awareness and visibility, thanks to their high frequency. They can even boost conversion rates for your other ads.
However, if lead generation from ads is your primary goal, text ads might not be your best bet.
I hope this post clarified the ins and outs of LinkedIn text ads for you. Need assistance with your ad campaigns? Don’t hesitate to schedule a call with me. I’m here to help!
