If one of the main metrics you were using to determine which platform is the better host for your digital marketing efforts you would probably opt for Facebook as a result of its superior number of active users compared to Linkedin.
However, when you are evaluating the potential effectiveness of Linkedin ads vs Facebook ads it can be a too simplistic approach to base your decision on audience size alone.
Here are some key points to consider when trying to put together an effective digital marketing strategy that involves Linkedin and Facebook as part of your plans.
Audience numbers and demographics
Facebook is estimated to have more than 2 billion active users. Compare that to the estimated 550 million users on Linkedin and it is clear that Facebook has the largest audience by some margin.
However, it is not always as straightforward as simply comparing audience numbers.
Both platforms have unique audience profiles. Facebook offers a way to communicate in a family-friendly way. Linkedin is all about professional networking and collaboration.
If you are looking to penetrate B2B markets, Linkedin is the clear winner. If you are targeting B2C markets Facebook ads are going to be more appropriate. Audience numbers are not that relevant when you look at what either platform offers in terms of market penetration relating to consumers and businesses.
Comparing targeted campaign options
There are definite similarities between Linkedin and Facebook ads. This is due to the fact that they both deliver lead generation solutions. Both platforms offer a lead capture form that prospects can complete from an attachment to the advert.
You could argue that Facebook offers more advertising options. A stories ad campaign, for instance, lends itself to a more immersive experience that is enhanced with a visual demonstration.
A fundamental targeting advantage offered by Linkedin is its ability to offer account-based marketing. Linkedin captures a lot of valuable data when people sign up and create an account. Information such as job title, industry, and company name makes it easier to create a targeted campaign.
What about costs?
The bottom line is that Facebook’s cost per click is considerably cheaper in comparison to what you pay per click on Linkedin.
Facebook tends to be the lowest cost per click when compared to what the other three major social networks charge. The price is relative. You could argue that Linkedin ads are not overpriced when you consider the quality of each lead and the higher ROI that you can achieve.
Facebook may be cheaper but your conversion odds are often higher with Linkedin, so you could argue that you get what you pay for.
Which one is best?
As you can see, the Facebook ads vs Linkedin ads debate is more complicated than simply comparing numbers.
The best solution for your needs depends on the audience you are targeting. It is perfectly possible to make a case for both platforms and the specification for your advert requirements will dictate whether you target potential customers on Facebook or Linkedin.