- March 30, 2022
- 7 minute read
Maybe you’ve thought about placing ads on LinkedIn for your business, but you don’t understand the differences in the available audiences. This platform contains one of the largest groups of influential, educated and wealthy people on the Internet.
In this article we will cover some differences between LinkedIn Ads and Facebook Ads and the benefits of LinkedIn Ads.
Both LinkedIn and Facebook offer a wide range of audience options — with some crucial differences.
Facebook ads tend to serve audiences in a more personal way, as the platform is typically used to connect and communicate with friends and family. Meanwhile, LinkedIn is recognized for having a more professional audience, as these users are more interested in professional ‘networking’, getting advice on career-related topics, and collaborating with like-minded people.
That said, Facebook uses demographic and interest-based targeting as its primary way of targeting consumers, whereas LinkedIn focuses on more professional targeting, allowing us to target by job title, industry, or even the company you work for. We can therefore say that LinkedIn is better suited for B2B commerce, while Facebook is generally better for B2C.
Another big difference is cost-per-click. The average CPC for LinkedIn Ads is $5.26, while that of Facebook Ads is $0.51. However, lead generation on LinkedIn is more valuable as although customers spend less time on LinkedIn, they have a conversion mindset when they browse the platform. So while it is more expensive to advertise on LinkedIn, it is more likely to get conversions.
LinkedIn Ads help you attract a community of professionals to promote actions relevant to your business. This helps you to reach the right audiences in an environment conducive to generating effective engagement, with organic and sponsored opportunities. Some of the great benefits of this platform for creating ads are:
You can invest in a number of paid opportunities to reach the right people on LinkedIn and get them to interact on their mobile and desktop devices. The four possible ad formats on LinkedIn are:
1 – Sponsored Content
Allows you to reach a highly engaged audience on the LinkedIn News Feed.
2 – Sponsored Messaging
You can interact with your audience through LinkedIn messages, where professional conversations take place.
3 – Lead Generation Forms
Ads with auto-completed forms.
4 – Text Ads and Dynamic Ads
Allows you to display ads on the right hand side of the LinkedIn page.
You can learn more about each format in the LinkedIn Ads Guide.
We can therefore understand that LinkedIn Ads are great for B2B commerce and allow you to reach an audience that is more predisposed to conversion, and that is interested in the product you want to promote (if the segmentation is done well). LinkedIn is fast becoming an important part of every business owner’s marketing strategy and it’s an ad platform that really pays off.
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