While there is no golden option, and each marketer should fit the platform according to his specific needs, target audience and many other parameters I decided to consider this question in terms of comparison of targeting approaches. From one side Google with its predominantly traditional (keywords) targeting versus demographic targeting of those social phenomenas Facebook and LinkedIn.
Without much knowledge of Facebook ads, except that fact that they appear on the right place, right time and in the right format, and in the right quantity. (Although, I have nothing against Google AdWords with their 10-11 ads per page, the Facebook format is less crowded therefore more convenient for advertiser)I would like to focus on LinkedIn and its Direct Ads.
There have been much said about Pros & Cons of this systems, so I'd like to give my personal opinion, if you don't mind :)
What strikes me most in Direct Ads is their targeting system, no keywords, no placements, just aimed fire at the category of people you think represent your target audience, brilliant isn't it :) With more than 70 mln professionals from 240 industries and sectors, as well as almost entire corporate hierarchy it offers you unbeatable targeting possibilities, although I love Google and it's still my major ads platform, I think this system is the future, sorry Google, unless you preparing something similar, hope you are :)
During first two weeks of my campaigning on DirecAds I saw the real power of LinkedIn, so did my wallet :) Let me give you a brief overview of bidding options on DirectAds, first you can go with Pay-Per-Click model - quite popular and accepted model throughout all networks, second is relatively new Pay-Per-Impression model, when you pay your bid per 1000 impressions.
Having experience with both models in Google Adwords my decision was to test them both here as well. Results - well, PPC brought me fifth times more clicks that PPM costing twice (or third) times less. (more details below)
In overall Linkedin DirectAds appears to be more expensive delight for marketer than Adwords with relatively similar exposure. Reasons:
1. Bids - Linkedin assigns higher bids for both PPC and PPM models, the suggested rate for IT sphere is 4-5 USD/click, or 3-4 USD per impression. However, there is such thing as minimum bid which stays at 2-2.5 USD per click/imp, so I advise to take something between, at least for me it works.
2. Clicks/Impressions - what amazed me particularly in DirectAds is the amount of impressions, it's just stunning!!! on average 60-80K per day, to compare in Adwords the figure is 30-40K per day for relatively broad targeted campaign.
3. Limiting Options - You can set a limit for your campaign (min 10$ per day) and LI should automatically stop running when campaign reaches its limit, but in practice LI stops it with 20% surplus. IMHO - AdWords works more accurately
To summarize: LinkedIn DirectAds has an astonishing targeting approach, allowing you to reach precisely your target audience, moreover your ads circulate in the environment of extremely active and business oriented people, which is a big benefit comparing to Search Engine Ads Networks. But this opportunities are not cheap, if you going with DirectAds your bill will be 20-50% percent higher than one with Adwords, so if you new to this I persistently recommend to sharp your skills with Google Adwords - The Ads network by default for everyone.
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