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20/10/2021

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Facebook Vs LinkedIn: Which Is Better For Social Media Advertisement?

Updated on: 03/12/2021

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Facebook and LinkedIn both can be called the powerhouse of advertising for businesses. However, the advertising potential of both these social media platforms is distinct from one another. Their advantages and disadvantages are also different from one another depending on the audience you are trying to reach. So let us find out which among the two is better for social media advertisement in the competition Facebook Vs LinkedIn

Facebook

More than 2 billion users across the globe and 50 million businesses use Facebook as a means to create their social presence. Facebook has become the loader in the social media province. Their success eventually evolved by expanding the advertising network, which is estimated to generate $21.57 billion in revenue in 2018 alone. 

After Facebook took ownership of Instagram, the opportunities to publish social media paid advertisements also widened up. It is important for people to understand that when someone publishes an ad through Facebook, that can be promoted through Facebook, Instagram as well as Messenger at the same time. All that is required to do is to start the ad from Facebook ad tools. This reduces the marketing effort of the promoter and Facebook does the rest of the work. 

While building ads on Facebook there are a few options available:

  1. Link Ads: This navigates the audience to some specific pages that increase the traffic of any particular website. For example Video ads and Carousel ads (displaying up to 10 images or videos in one single post)
  2. Lead Ads: Hidden content that will need the personal information of the audience to view that. 
  3. Business Page Like Ads: This promotes the business page to increase the number of likes on the page. 

Facebook’s audiences can be segmented by distinct details such as:

  • Geographic location
  • Demographics
  • Job titles
  • Online behaviors
  • More

One can further distinguish between audiences by targeting their audiences who recently viewed content on their website. 

The charges that the advertisers have to pay are decided on the basis of CPC (Cost per click) or CPM (Cost per mille) CPM refers to the cost and advertisers pay for one thousand clicks or views from an ad. These ads depend on various factors: demography, the size of your target audience, and the social media network itself. 

The charges for promoting an ad on Facebook are cheaper compared to any other social media platform. The approximate CPC and CPM of Facebook ads are $0.27 and $4.03.

How to evaluate the results obtained from Facebook ads?

The below are the points with which one can evaluate the results that have been obtained from Facebook ads and can judge their efficiency. 

  • Impression: The number of times your advertisement appeared on the screen. 
  • Reach: The number of people who saw your social network advertisement at least once. Impression and reach are not the same. Reach refers to every unique view whereas impression refers to the view that can be seen many times by the same people. 
  • Cost Per Result: It is the approximate cost per result from your advertisement. 
  • Frequency: The average number of times your ad was seen by an individual. 
  • Unique Link Clicks: The number of people who performed the process of link click. 
  • Button Clicks: This is the number of times someone clicked on the call to action option of your advertisement. 
  • Click-Through Rate: This is the ratio of the number of people who clicked on your ad and the number of people who saw it. 

LinkedIn

LinkedIn is widely known as the largest professional network in the world. Its advertising platform is another important asset to marketers. With above 450 million users, LinkedIn is growing its advertising periphery alongside Facebook. While facebook acts more like a social media platform, LinkedIn is a network for business solely. 

While building ads on LinkedIn there are a few options available:

  • Sponsored content: This includes news, articles, or even posts that are meant for promotion. This option can either direct the audience to the website to generate website traffic or can be used for lead generation.
  • Text ads: This option allows the promoter to drive traffic to their website or to their company page. These ads are shown in the form of text link ads at the top of the page or at the side of the page. 
  • Sponsored InMail: This option allows the promoter to send personalized messages to LinkedIn professionals with the help of LinkedIn messages or emails.   

LinkedIn ad campaigns allow the promoter to target very specific user details, for example:

  • Company name, industry, geography, and size
  • Job titles, functions, and seniority
  • Member skills, schools, fields of study, and degrees

LinkedIn follows the same structure as that of Facebook when evaluating the response driven from the ad campaign. But in the case of LinkedIn, the Cost per click is a bit higher than that of Facebook. On LinkedIn, it is $6.50 per click.

How To Evaluate The Results Obtained From Linkedin Ads?

The below are the points with which one can evaluate the results that have been obtained from LinkedIn ads and can judge their efficiency. 

  • Average Click through Rate (Ave. CTR): This is the percentage of the people who clicked your ad and visited your website. 
  • Social: This refers to the social engagement received by your ad, for example, likes, comments, shares, etc. 
  • Average Cost Per Click: This refers to the total amount spent on an ad divided by total clicks on your website. 
  • Average Engagement: This is the percentage that shows the frequency in which the users get engaged with any ad. 
  • Conversion Rate: This is the percentage of conversion that occurs with the number of clicks. 

Now that we have seen both Facebook and LinkedIn platforms separately, here is a thing that should be kept in mind while preparing for your social media advertisement.

It is very important to decide which social media platform is ideal for the advertisement one is wishing to promote. For that, the most important thing to do is to evaluate the genre of the audience present in each social media. Accordingly one should give out their ad. For example, if your ad is targeted more towards businesses then LinkedIn is a good option but if it is targeted more towards consumers then Facebook is the better option. 

Along with that budget is also an important parameter. Depending on the budget the advertiser should give their ads. Since both the platforms differ in pricing so evaluating the cost first and then giving the ad is better. Also, choosing the best social media advertising company in this regard will be beneficial as they make this work much easier and effective.

Conclusion

Facebook and LinkedIn social networking websites are good for social media advertisement in their own way. There is no winner in Facebook Vs LinkedIn. While Facebook drives more traffic in consumer-oriented ads, LinkedIn drives more traffic for business-oriented ads. But since both the platforms have a very high number of users, both are a good option and it is up to the advertisers to decide which one to go for based on their preference.

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