As a business owner, you’re always looking for ways to reach more customers and grow your company. It can be difficult in deciding where to begin, given the number of options available. Two of the most popular platforms for advertising are Google Ads and LinkedIn Ads.
This blog post will look at Google Ads vs. LinkedIn Ads. We’ll consider factors like target audience, analytics, quality of traffic, and cost. In this article, we will help you determine which platform is best suited for your company’s needs.
Different Google Ad Types
Campaigns with Google Ads come in four main types: search, display, video, and shopping.
- A search campaign is the most common Google Ads campaign type. They allow you to show your ads to people actively searching for the products or services you offer.
- Display campaigns allow you to show your ads on websites that are part of the Google Display Network. This network includes millions of websites, videos, and apps where people can see your ads.
- Video campaigns allow you to show your ads on YouTube and other video sites.
- Shopping campaigns allow you to show your product listings in Google search results. These listings include an image, price, and other information about your product.
Each type of campaign has its own strengths and weaknesses, so choosing the right campaign type for your business goals is essential.
Different LinkedIn Ad Types
LinkedIn ads are classified into four types: Sponsored Content, Sponsored InMail, Text Ads, and Dynamic Ads.
- Sponsored Content is a post that appears in the newsfeed of LinkedIn users. You can use it to promote content such as blog posts, eBooks, or whitepapers.
- Sponsored InMail is a message sent directly to a LinkedIn user’s inbox. It can be used to promote products or services or to invite users to events or webinars.
- Text Ads are short ads on the right-hand side of the LinkedIn homepage. You can use Text Ads to promote products or services or to drive traffic to a website or landing page.
- Dynamic Ads are personalized ads shown to LinkedIn users based on their interests and demographics. This ad type can also be used to promote products or services or to drive traffic to a website or landing page.
Google Ads vs. Linkedin Ads: Pros And Cons
Both platforms have their pros and cons. It depends on your business goals as to which one will be a better fit.
Google Ads:
Pros:
- More widely used so you can reach a larger audience.
- More options for targeting (location, demographics, interests, etc.)
- Can be less expensive than LinkedIn Ads
Cons:
- Can be more competitive and therefore more expensive for certain keywords
- Less control over who sees your ad (unless you use negative keywords)
LinkedIn Ads:
Pros:
- You can target a specific professional audience based on job title, company size, etc.
- Gives you more control over who sees your ad since you can target a particular type of person.
Cons:
- LinkedIn Ads usually have a smaller reach than Google Ads because it isn’t as widely used.
- LinkedIn Ads generally cost more than Google Ads.
- The audience on LinkedIn has a lower buyer intent compared to Google Ads.
Consider Your Target Audience
When choosing between Google Ads and LinkedIn Ads, the first step is considering your target audience. LinkedIn Ads may be the better option if you’re targeting a business audience because you can target users by their job title, company size, or other factors.
If you’re targeting a consumer audience, Google Ads may be a better choice. Using Google Ads, you can target users by their interests, demographics, or even location.
Both platforms have advantages and disadvantages when it comes to targeting an audience. So, before deciding, it’s essential to understand your target audience and what they’re looking for.
Google Ads vs. LinkedIn Ads: Analytics
Both Google Ads and LinkedIn Ads offer robust analytics tools to help you track your ad campaigns and measure their success. But you should know some key differences between the two platforms before deciding.
- Google Ads: Google Ads offers a variety of features that can help you track your ad campaigns and measure their success. For example, you can use the “Search Terms” report to see which keywords people are using to find your ad and the “Conversions” report to track how many people are taking action after seeing your ad.
- LinkedIn Ads: LinkedIn Ads also offers several features that can help you track your ad campaigns and measure their success. However, LinkedIn’s analytics tools are not as robust as Google’s. For example, LinkedIn does not offer a “Search Terms” report, so you won’t be able to see which keywords people commonly use to find your ad. Additionally, LinkedIn only offers a “Leads” report, which tracks how many people have signed up for your newsletter or downloaded a white paper after seeing your ad. If you want to track other types of conversions (such as sales), you will need to set up tracking codes on your website.
Google Ads vs. LinkedIn Ads: Quality of Traffic
Regarding the quality of traffic, both Google Ads and LinkedIn Ads can be effective. There are, however, some important distinctions to be made.
Google Ads tends to generate a higher volume of traffic than LinkedIn Ads. This is due to Google being the world’s largest search engine, with millions of users searching for products and services daily.
However, LinkedIn Ads tend to generate more qualified leads than Google Ads. This is because LinkedIn is a professional network, so users are typically more engaged and have a higher intent to purchase products and services.
Google Ads vs. LinkedIn Ads: Targeting Options
When it comes to online advertising, targeting the right audience is essential. After all, what’s the point of spending money on ads if your target audience isn’t interested in what you’re selling?
Using Google Ads, you can target users who are likely to be interested in your products or services. For example, you can use keyword targeting to ensure your ad is only shown to users that are actively searching for whatever you are selling.
LinkedIn Ads, however, relies more on demographic and interest targeting, which means that you can’t be as specific as you can with Google Ads when targeting your audience. However, LinkedIn does offer some advanced targeting options that allow you to get pretty granular with who sees your ads.
Finally, it is up to you to determine which platform provides the best user intent targeting for your company. Google Ads will most likely be your best bet if you’re selling a niche product or service. But if you’re selling something that has mass appeal, LinkedIn Ads could be worth considering.
Google Ads vs. LinkedIn Ads: Customer Intent
Google Ads is a good choice if you’re selling products or services that necessitate extensive research. Customers who use Google to search for products or services are usually further along in the buying process than those who use LinkedIn. A person on Google is already actively searching for whatever product or service you are selling.
Alternatively, if you’re selling products or services that require less research, then LinkedIn Ads may be a better choice. LinkedIn users are typically more engaged than other social media platforms and are likelier to be decision-makers within their companies. So if you can reach them with your ads, you’re more likely to convert them into customers.
Google Ads vs. LinkedIn Ads: Audience Size
Regarding audience size, Google Ads definitely has the upper hand. Google has over 2 billion active users, so there’s a good chance that your target market uses it. LinkedIn, on the other hand, only has around 260 million active users.
That said, LinkedIn is still a powerful platform for targeting a specific audience. LinkedIn allows you to target users by job title, company size, or location. This level of targeting ensures that your ads are seen by people who are more likely to be interested in your offer.
Google Ads vs. LinkedIn Ads: Audience Segmentation
With Google Ads, you can easily segment your audience based on location, language, device, and more. This level of segmentation can be helpful if you want to target a specific group of people with your ads.
LinkedIn Ads also allows for some audience segmentation, but it is more limited than what is available on Google Ads. LinkedIn Ads allows you to target people based on their job title, company size, or other factors.
When it comes to audience segmentation, Google Ads offers more options and flexibility than LinkedIn Ads.
Which is better for B2B or B2C?
There’s no easy answer regarding whether Google Ads or LinkedIn Ads is better for B2B or B2C businesses. Several factors must be considered, including the target audience, budget, and your goals.
If you’re selling products or services to other businesses, then LinkedIn Ads may be a better option. This is because LinkedIn is a business-focused social network, so you’re more likely to reach your target market there.
If, however, you’re selling products or services to consumers, then Google Ads may be the better option. Because Google is the world’s largest search engine, you’re more likely to reach your target market there.
It is ultimately up to you in determining which platform is best for your company. If you’re unsure, you can always try running ads on both platforms and see which one performs better for you.
Which is cheaper?
Both Google and LinkedIn offer businesses a variety of advertising options. However, when it comes to cost, Google Ads is generally cheaper than LinkedIn ads.
On average, businesses spend $2.32 per click on Google Ads, compared to $5.26 per click on LinkedIn Ads. That’s nearly half the cost! When you factor in that LinkedIn Ads also has a lower conversion rate than Google Ads (1.9% vs. 2.7%), it’s clear that Google is the more cost-effective option for businesses looking to get the most out of their budget.
There are a few reasons why Google Ads is cheaper than LinkedIn Ads. For one, competition on Google is much higher than on LinkedIn, and there are simply more businesses advertising on Google, which drives up prices. Additionally, LinkedIn allows businesses to target their ads much more narrowly than Google does, which means that businesses are prepared to spend more for those clicks since they know they’re reaching their ideal customer.
How To Combine Google Ads And Linkedin Ads Effectively
There are a few key ways to combine Google Ads and LinkedIn Ads effectively:
- Use Google Ads to reach your target audience through search traffic, and use LinkedIn Ads to reach them through LinkedIn’s professional network.
- Use Google Ads to drive your brand or product awareness, and use LinkedIn Ads to drive conversions and sales.
- Use Google Ads to reach a broader audience and LinkedIn Ads to target a more specific, niche audience.
- Use Google Ads for short-term campaigns and LinkedIn Ads for long-term brand building.
- Use both platforms to create a comprehensive digital marketing strategy covering all bases.
Google Ads vs. LinkedIn Ads: Similarities
In many ways, the two platforms are very similar. They both offer PPC (pay-per-click) ads that appear on search results pages or in relevant newsfeeds based on keywords or topics that users have expressed interest in. Both platforms also have a self-serve interface that allows advertisers to create ads without first talking to an account manager or sales representative. And both platforms are primarily used for lead generation purposes — they allow businesses to target potential customers with specific interests so they can reach out to them later with offers related to those interests.
Final Words
As we can see, there are many factors to consider when choosing between Google Ads and LinkedIn Ads. The decision rests with your business goals and target audience. If you want to reach a large audience with the potential to convert, then Google Ads is a good choice. LinkedIn Ads, on the other hand, might be a better option if you want to target a specific audience with a high intent to convert.
Both platforms have pros and cons, so testing and experimenting is essential to see what works best for your business. If you’re unsure where to start, try running ads on both platforms and compare the results. You should focus on which platform gives you the best return on investment (ROI).
Thank you for stopping by! We hope this article assisted you in determining which platform is best for your company.