Have you ever contemplated choosing between Linkedin ads vs Facebook ads? You’re not alone. Social media platforms are heating up the PPC marketplace. What was once Google’s exclusive domain is now crammed with options. Facebook had always been the default challenger for the second spot. But Linkedin’s rise has been nothing short of spectacular.
In the last year, they have gone all guns blazing. Their ad platform has undergone a complete revamp. Well, it was long due if you ask us. Linkedin has a distinct advantage over the rest. They have an exclusive user base that’s incomparable to anything else in the industry. So, it makes sense for them to double up on their forte. Sorry if we veered into marketing lingo. Let’s get to it.
As a business, which one of these two ad platforms should you use and why? Today we are going to pit them against each other. We are going to show you the exact situations in which you should pick one of these two. Also, we will show you some pros and cons of each one. So stay tuned.
What are Linkedin ads?
Linkedin Ads are paid advertisements on the Linkedin platform. Think of them like Google ads, but on the Linkedin social network. Linkedin ads offer many advantages over other PPC platforms. For this reason, many marketers have hopped on to the platform recently. B2B companies, for instance, use it to build powerful leads. Brands use it for brand awareness. Recruiters can use it for tapping into a massive talent pool. Even that is just scraping the surface of what’s possible with it.
Initially, Linkedin offered just three types of ads. But in a recent revamp, they have added tons of new features. Now you have multiple ad choices that can be adapted to almost every business goal.
Linkedin Ads vs Facebook Ads – Why Linkedin?
What are the advantages of Linkedin ads over Facebook ads? There are many. We’re going to touch on some of the key ones.
The Stellar User Base
There are 756 million users on Linkedin. That doesn’t sound big compared to Facebook’s numbers. But Linkedin users are not on the platform to flaunt their holiday pictures. They are not wishing their grandma ‘Happy Birthday.’ These are professionals who are looking to network. Here are some very interesting statistics. Linkedin has 65 million decision-makers. Of these, 61 million are senior-level influencers.
We’re talking managers, CEOS and other senior-level professionals in top organisations. This is Linkedin’s biggest USP. Imagine being able to network with the cream of the industry. There’s more. There are 57 million companies on Linkedin. This makes it a B2B marketer’s dream platform. It’s no wonder that 96% of B2B marketers use it to generate leads. Of this 96%, 80% are doing it with Linkedin ads.
Granular Professional data
Facebook ads have some of the best targeting tools in the PPC industry. But Linkedin beats them lock, stock and barrel with the ‘type’ of data at their disposal. Here’s a look at some of the information that Linkedin users share voluntarily.
- Current location
- Position in the company
- Past work experience
- Job title
Linkedin ads allow you to run targeted campaigns using all of this data. On Facebook, people rarely share updated professional information. Even if they do, there’s no guarantee that it’s accurate. But most Linkedin users keep their profiles updated with accurate information. So there are fewer chances of shopping pig in a poke. You know that the information is bankable. Your ad spend is not wasted.
The Messaging Advantage
Linkedin’s image as a recruiter’s platform stuck around for years. It has worked hard to shake that off. That’s evident in the different (Facebook-inspired) ad types on offer now. Thankfully, they decided not to do away with one key feature. That’s direct sponsored messaging, called Sponsored ‘InMail’. This allows you to send sponsored messages to your target audience. This is one of our favourite marketing tools now.
Don’t look at it merely as sending marketing messages either. We use InMail to help our clients nurture relationships with existing and new customers. HBR reveals that brand building in the post-pandemic environment begins with fostering relationships. This could well be the marketing trend that shapes the future. Linkedin lets you engage in personalised conversations that form the bedrock of a long-term relationship.
Linkedin ads vs Facebook ads – The possible disadvantages of Linkedin
Despite all the pros, there are a few possible disadvantages that you should know about. This will help you make an objective choice while considering Linkedin ads vs Facebook ads.
Minimum Budget commitments
LinkedIn requires you to commit to a daily spend of £7.5. It’s not much. We know. But there are SMBs who frown at the ‘commitment’ part. Picture running a campaign with a minimum commitment of £7.5 for a year. You spend 2737.5 pounds in a year. What if the campaign does poorly? What if you prefer a more flexible PPC platform with no minimum budget?
Reporting lacks teeth
For all the swanky new ad types, Linkedin’s reporting is pretty bland. It’s not even close to the level of detail you get with Google ads.
Linkedin has recently upgraded its audience targeting options. There are quite a few new ones that we like. But there are a few which look rudimentary in the face of the competition.
For instance, there can be gender or geographical restrictions on your ad campaign for compliance.
What are Facebook Ads?
Unless you have been living under a rock, you have seen Facebook ads. These are paid ads shown on the Facebook network, which includes both Facebook & Instagram. Facebook Ads reach 2.74 Billion active users. That blows Linkedin’s numbers straight out of the water.
Also, Facebook has a very distinct utility. It’s a fun social network. People are relaxed and talking about their latest vacation. The new car they picked up. One of their favourite video games. When you have close to 3 billion people sharing all these details, it creates an enormous pool of data. That’s what makes Facebook ads so appealing.
Why Facebook Ads?
Apart from the huge audience that you can connect with, here are a few advantages of Facebook ads.
Facebook started the trend of immersive advertising. Be it the ‘Instant Experience’ or the ‘Carousel’, there are options galore. Moreover, you can virtually adopt any of these for any business goal. Facebook also lets your ads mimic the natural feeds. This makes it less abrupt. If you have the copy and the creative nailed, your chances of getting eyeballs are much higher.
Facebook offers some of the lowest PPC costs for some industries. At the forefront are apparel and travel with an average CPC of £0.33 to 0.51. But if you have a skilled team of Facebook marketers, you can very well get low-cost clicks for other industries too.
Micro Level Targeting
Facebook’s targeting tools are the best in the industry. That’s partly because of the data at their disposal. You can target your ad groups using a plethora of parameters. We often dial it down to age, location and interests. Even that’s broad. You can dial down further and go to granular details to minimise ad spend.
Facebook allows you to upload your own customer list. Then you can create ‘lookalike audiences’, which are users who closely match your existing customers. You can also start campaigns and then build a list. Facebook uses the people who engaged with your ads as a reference.
Highest ROAS for the retail sector
Facebook is the B2C marketer’s playground. It offers the highest ROAS for e-commerce. It is estimated that Facebook ads will generate 80% of e-commerce traffic in a few years.
Linkedin ads vs Facebook Ads – Disadvantages of Facebook Ads
Facebook Ads is one of our favourite PPC platforms. But in the last couple of years, we have noticed some changes. These are not the most marketer-friendly ones.
Stringent Approval Process
Facebook’s ad screening is getting more rigorous. This is primarily done to weed out scam and unscrupulous industries, such as fat loss. But many a time, even normal businesses bear the brunt of these algorithms. Nowadays, the ad approval process can take up to 24 hours. The good old days of 4-hour approvals (or less!) are gone.
Facebook is currently the most competitive of all PPC networks. That’s to be expected. It has the lowest average CPC for retail. But the competition has other effects too. There’s ad fatigue. The average Facebook user clicks on 12 ads every month. To make it to that list, you have to ensure that your copy and creatives stand out. Else, you are just one amongst the competition.
Which one should you choose? Linkedin Ads vs Facebook Ads
All said and done, which one of these two platforms do you choose? When it comes to getting the best returns amongst Linkedin ads vs Facebook Ads, which one wins? Here’s a simple rule we follow.
B2B Business – Linkedin First. Facebook or Google if necessary
B2C Business – Facebook only. Google Ads if the client asks for it.
Let us elaborate. Linkedin is THE platform to advertise on if you are B2B. But Linkedin advertising is not cheap. What if you have to keep remarketing to the same business? Linkedin does have a remarketing option, mind you. But it can quickly add up and eat into your ad budget. That’s where Facebook shines. Facebook’s remarketing ads are generally cheaper than the ones on Linkedin. This can be very useful to remarket to a business that’s engaged with your brand on Linkedin.
To make things simpler, here’s how it works.
Business engages with you on Linkedin – Gather data – Use Facebook to remarket to them.
This is not a rule set in stone though. At Rockstar Marketing, we sometimes use a combination of 3 PPC platforms. It all depends on the client’s business and their goals.
Are you confused about which PPC platform to choose? Maybe a combination of the two works for your business. Or neither of these two. Speak to our Birmingham social media marketing agency to get great insights. We are always around to help.