LinkedIn Ads vs Facebook Ads

LinkedIn Ads vs Facebook Ads

When times come to launch an advertising campaign for your business the question is what is better to use LinkedIn ads or Facebook ads? It would seem that the question should be taken away by looking at the number of users of each platform, Facebook has more than 2.2 billion users, while Linkedin has more than 550 active million users). But does it a critical factor of success? When we are talking about LinkedIn ads vs Facebook ads, there is no definite answer what’s better to use. Regardless of whether you are advertising a webinar, blog post, or a new technical solution, both are great options that provide advertisers tools to reach people in a way that has never been possible.

Therefore, the answer to this question will depend largely on the kind of your business, audience you are targeting and on which social media platform you are likely to interact with. It’s all about testing to see which platform works best for you. Just think about your audience – developers are less likely to hang on LinkedIn, while business users. 

Comparing LinkedIn Ads vs Facebook Ads

Audience

Advertising on Facebook is typically targeted at a personal audience since the platform is usually used for communication and connection with friends and family. Meanwhile, LinkedIn is used more for professional target audience because these users are more interested in professional communication, getting advice on career topics, and collaborating with like-minded people. So if you’re running a business and want to expand your brand presence among other industry leaders or offer B2B products or services LinkedIn is probably the best advertising platform. But, if you are an e-commerce brand selling products to consumers, then you will have more success on Facebook.

Due to its professional nature, advertisers tend to believe that LinkedIn is the best platform for B2B markets. However, people do not stop being business professionals just because they promoted their business on Facebook. If LinkedIn is a professional workplace, then Facebook is a casual lunch break where work that is still going on here. How many of us finished working during lunch, even though we intended to just eat and get the news? But these breaks should be stress-free and random. The same goes for Facebook. People on Facebook to keep up with the machinations of family and friends. Moreover, you are ready to “leave”, but if you see something offering a solution to the work problem that you were thinking about, you will most likely click on it. Messaging must be fun and engaging to break through the noise of Facebook, so understand what your target audience is looking for and put yourself in their place.

People on LinkedIn use the platform for several reasons, including networking, looking for best practices or career advice, etc. LinkedIn is a strong tool that can be used to support groups where like-minded people can gather and collaborate, these professional forums can be especially effective if you regularly participate in them. You can ask questions in which you are interested, provide answers and comments, that might help you to engage with potential customers, and finally publish information or articles useful to the whole group.

Targeting

Although LinkedIn is perfect for targeting people based on their position and employer, Facebook has more options for targeting. With Facebook advertising targeting, you can use combinations of real-world data such as behavior, demographics, and geolocation to match advertisements to your target audience. Also, Facebook offers a lookalike audience target. These are audiences created from an initial audience. The initial audience can be current users of the email database, a list of potential customers, targeted account-based marketing, or even people who consume your content. A lookalike audience will find users who are similar to the interests, demographics, and behavior of your original audience. LinkedIn also has a similar feature called Audience Extension. 

Besides LinkedIn has fewer users than Facebook, it compensates for this by targeting with company name, position, company size, etc. This is highly important when conducting account-based marketing (ABM). Although Facebook may know the position and scope of some of its users, LinkedIn’s sole purpose is to post this information. If you will customize Facebook in the right direction in terms of targeting, then Facebook will target users based on the data of those who convert. Facebook automatically optimizes your advertising campaign to help you achieve better results with minimal effort on your part. The function of smart targeting is a very powerful thing on Facebook and a huge competitive advantage over LinkedIn.

Cost of Advertising Campaign

It is not such a big secret that costs per lead for advertising on LinkedIn is more expensive than on Facebook. However, don’t let this push you out of LinkedIn at all. More expensive leads are not always bad if the quality and profitability of these leads are higher than the cheaper ones. For example, if you’re selling something really expensive or provide long-term services, what is the $100 of cost-per-lead if that person turns into a customer for $100,000? But if you are dealing with cheap items or services, Facebook probably will be a more suitable place for you.

Advantage of Facebook Ads

In general, the advantage of Facebook ads compared to LinkedIn is lower CPC, but the price of the advertising campaigns on Facebook rising steadily because more and more businesses launch their advertising campaigns on this platform. The current average cost-per-click on Facebook is around $0.97.  But the more people will use Facebook ads, the more expensive it will be to advertise there. So right now, in most cases, it is cheaper to advertise on Facebook. But it will be interesting what is the cost of ads we will see in the next few years.

Due to a large number of active users, it’s easier to generate potential leads on Facebook. While LinkedIn is more specific and job-oriented, Facebook gathers everyone who wants to join up.

Advantage of LinkedIn Ads

One of the biggest benefits of LinkedIn advertising is the ability to implement account-based marketing. Compare to Facebook, LinkedIn data is right on its social networking platform. When people register, they provide information about who they are by profession: their position, industry, company name, company size, etc. Because of all that relevant data, advertisers use this information to target larger companies, higher-level job titles, etc. 

The leads on LinkedIn are typically more expensive, but usually, they are more profitable, so it might be a smart decision to pay some more per CPC. Of course, we are no trying to say that Facebook leads are low quality, all we are trying to do is don’t let the higher cost-per-lead get you off Facebook, and don’t let you choose the LinkedIn because there are higher chances to be more profitable. So the average CPC on LinkedIn is around $5. But it shouldn’t scare you, cause it might generate you a high-profitable lead, which is worth to pay. 

For example, if you running an advertising campaign for a business targeting affluent people on Facebook and LinkedIn, and although Facebook generated cheaper leads and more potential customers, LinkedIn created some very strong potential customers that, frankly, it would be almost impossible to get only on Facebook. 

Due to a large number of variables in the price of lead, we recommend that you test both channels to see which one works better (in terms of cost per lead, quality and return on investment) for you and your business. But we also want to warn you about the losses that you might experience while testing these platforms. If you don’t want to waste your time and money, sometimes it is better to rely on a professional team, that will not only choose the right platform for your business but also help you with the customization of the ads that will make the most of your budget. 

Analytics 

An important aspect that shows us the efficiency of the advertising platform is analytics. Let us compare the analytics of these 2 platforms and determine the main points. Analytics of LinkedIn are split into three sections: 

1. Updates 

  •  A table showing your latest updates and specific data about these updates (clicks, impressions, audience, followers, interactions, acquired, etc.);  
  • A graph showing the trends in the number of times your updates were viewed per day, both organically and for a fee; 
  • A chart that shows how many times users clicked on your ad, liked, commented, and shared your content in regular and paid campaigns.

2. Followers

  • Total number of followers (it’s updated only one time per day);
  • Acquired followers;
  • Organic followers;
  • Number of followers compared to other companies;
  • Follower trends over time;
  • Follower demographics (job function, industry, seniority, company size, etc.)

3. Visitors 

  • Career page clicks;
  • Unique visitors;
  • Visitor demographics;
  • Page views

Facebook has very similar analytics parameters through Page Insights that let you measure the performance of your business. Facebook analytics is divided into seven sections:

1. Overview

  • Page likes: a total number and new page likes over the last 7 days;
  • Post reach: a total number of unique people who have seen your posts;
  • Engagement: a total number of unique people who engaged with your page.

2. Likes

  • Page likes: a total number of page likes per each day, over a 28-day period; 
  • Net likes: a number of new likes minus unlikes;
  • Where page likes happened: a number of times your page was liked, broken down by places where it happened.

3. Reach

  • Post reaches: divided by paid and organic searches;
  • Positive engagements: comments, likes, and shares; 
  • Negative engagements: dislikes, hides, reports and a scam;
  • Total reach: the number of people who have been shown any activity on your page.

4. Visits

  • Page and tab visits: the number of times each tab of your page has been viewed.
  • External referrers: the number of visits to your page from another website.

5. Posts

  • When your fans are online: shows when your followers interact with facebook content; 
  • Post type: indicates the success of various post types based on average reach and involvement.
  • Top posts from pages you watch: shows activity in posts on other pages you are looking at; 

6. Video

  • Video views: the number of times your video has been viewed for 3 seconds or more;
  • 30-second view: the number of times your video has been viewed for 30 seconds or more
  • Top videos: most viewed videos are watched for at least 3 seconds.

7. People

  • Your fans: shows the gender, location, age and language of people who like your page;
  • People reached; shows the number of people your post was served in the last 28 days;
  • People engaged: shows who liked, commented on, shared your posts or became interested in your page in the last 28 days.

So, What’s Better LinkedIn or Facebook Ads?

PlatformFacebook LinkedIn
Active users2.2 billion550 million
AudiencePersonal Professional 


Targeting
Wider targeting based on the user’s gender, age, location, interest, etc.Specific targeting based on the job position, company name, company size, etc.
Average cost-per-click (CPC)$0.97$5
Main advantage:More potential leadsPotential customers are more solvent

To sum up, both networks have their strengths and weaknesses. Think about how much your existing customers and new leads cost for you, and you can easily see their value in promoted posts and sponsored updates. By narrowing your goals and paying attention to your metrics, you can make pay-per-game an invaluable asset for your business. The best solution depends on the target audience and the platform on which they work. It doesn’t matter which kind of business you are running, LinkedIn and Facebook ads can easily allow you to communicate with people like never before, you just need to set it up properly.

Launch an Advertising Campaign for Your Business with Dewzilla 

If you still hesitate between LinkedIn and Facebook platforms or experienced some problems with your advertising campaign – Dewzilla is here to help you. Our professional team will analyze all the aspects of your business and pick up the most suitable advertising platform and strategy. We know how to use both LinkedIn and Facebook ads for remarketing and brand awareness, so you shouldn’t worry about anything. Our experts value each dime of our clients, so they will make the most of your budget.

Contact us and our managers will provide you with all the details 

HELLO@DEWZILLA.COM

(447) 366-491-118

Have questions?

Julia
Project Manager
Julia

Hello, how may I help you?

Unfortunately nobody is available currently :(

We will get back to you shortly!