Should Your Business Advertise on LinkedIn, Facebook and/or Twitter?by James Lawrence
in Lead Generation
With Twitter’s recent announcement that Twitter Ads are now available to SME’s in Australia, each of the three main social networks are now offering their ad platforms to most businesses in Australia. We thought this an opportune time to outline the pro’s and con’s of advertising on each. In addition we provide some of our own experience in terms of the types of businesses and industries that usually succeed in advertising on each of the three networks.
- Engagement: The ads themselves handle exactly as a tweet. This allows the target audience to reply, favourite, retweet etc. As such there is a growing trend of large businesses to use their Twitter ad spend from a brand engagement perspective.
- Cost: Given it’s the newest kid on the block it’s typically cheaper per click than other PPC options.
- Great for mobile: The platform is heavily skewed to mobile use. As such it’s a great option if your target market is weighted heavily towards mobile users.
- Target Industry Influencers: Along with targeting ads based on a hash-tag you can show ads to followers of certain people and industry influencers. A great way to target ads.
- Reporting: Given its reasonably immature, the quality and depth of reporting just isn’t quite there at this stage.
- Service: The platform only just opened up for SME’s in Australia. As such don’t expect the service and tech support you might expect from a more mature problem. If this is an issue, best to go through an agency like us (hint, hint…)
- Tailoring: Unlike Facebook ads you just don’t have the depth and simplicity of controlling campaign variants at this stage. Think time of day, day of week, tweaking bids on parameters etc.
- Visual Content: The nature of Twitter is that is doesn’t handle graphics and visual content as well as Facebook or LinkedIn. In addition you are limited to the character limit of a tweet which is quite short.
Twitter Ads Work For:
- Large brands looking to grow brand engagement as well as for general promotion.
- Unlike Facebook with a heavy B2C focus and LinkedIn with a B2B focus Twitter Ads sit somewhere in the middle. Whereby users can be using the platform in either a personal or professional focus.
- Good for B2C such as fashion, cosmetics, lifestyle and entertainment.
- Also good low-friction conversions for B2B. If involved in a vertical with a long sales cycle such as technology, finance or industrial you might not expect a sale from a Twitter ad but might be able to generate a conversion such as download of a white paper or joining a webinar.
- Reach: 1.28 billion monthly active users (including 13million Australians) – that’s a big target market…
- Targeting: Facebook offers unparalleled ability to target users based on interest, behaviour, demographic and location. In addition to this once you have an audience working, you can then have Facebook run a ‘look alike’ campaign which targets similar users.
- Ad Content: The ads themselves are very visual and provide great real estate for a creative team to roll-out engaging content.
- Cost: As it has matured, Facebook ads have increased in cost as more advertisers have joined the market. That said, cost per click and cost per acquisition still compare favourably to most other options (so cost really could be a pro as well).
- Distraction: Unlike Google Ads where clients are actively looking for someone like you, Facebook is a social network so you need to distract your target audience to resonate.
- Upkeep: Facebook ads work best when you are constantly freshening up your ads. Showing the same ad for months on end gets tiresome for most audiences.
- Limit Text: Although visually fantastic Facebook Ads only allow for a reasonably small text.
Facebook Ads Work For:
- Generally work much better B2C than B2B.
- Great for event companies, lifestyle, weddings etc.
- Strong performance for ecommerce (especially impulse buys).
- We have had some good success with education especially in the self-development space.
- If a product or service is overly social in nature, Facebook Ads typically work.
- Great to take a new product out to market.
- B2B: The fantastic thing about LinkedIn is showing ads to a business audience when they are in ‘work mode’. If you are in a B2B space then Facebook ads mean you are likely having to distract a prospect from doing something personal to get back into ‘work mode’. LinkedIn is a professional network and users are thinking about work when using it.
- Targeting: The LinkedIn algorithm and filters for showing ads is well developed and powerful.
- Conversion Rates: Once an ad has been clicked on, we find overall conversion rates to be really strong via LinkedIn. Certainly higher than Facebook and Twitter ads.
- International Reach: LinkedIn ads are great for targeting an international audience.
- Bigger Business: LinkedIn typically suits bigger advertisers and the platform itself is much better set-up to support businesses with a reasonably large media budget.
- Poor Engagement: The ads themselves don’t have the same type of engagement figures that Twitter or Facebook ads do.
- Cost: Now this really doesn’t matter if your cost per sale brings a ROI but we do find the cost per click on LinkedIn to be higher than Twitter and Facebook.
LinkedIn Ads Work For:
- Typically really strong for anything B2B. Especially when targeting prospects based on their role.
- Obviously works really well for recruitment.
- Any professional education offering will generally perform well.
- Corporate branding and executive branding is a good space for LinkedIn.