LinkedIn Versus Google Adwords for B to B Advertising
-
Does anyone have experience with LinkedIn and Google Adwords for B+B advertising? I own a commercial real estate agency in Manhattan. We aim to generate qualified leads of business tenants seeking to rent office or loft space. The advertising is not meant to build an image or branding. Approximate total adverting budget is $3,000-$5,000/month.
LinkedIn appears to have the advantage in being able to target a particular demographic (industry, geography, job function, size of company). But I wonder if it is not geared towards branding rather than generating warm leads.
In terms of cost and quality of leads does anyone have insight as to how these two platforms compare?
Thanks, Alan Rosinsky
-
Here is a good blog post on FB b2b targeting. Not sure about company size, but the other options as well as employer name and job title are options for sure. You can even hypertarget ads exclusively to people who work for a specific company, or if you know enough about an individual, target ads at a single person.
For testing, I would try a budget of around $250 each on FB and LI, and around $500 on AdWords. Then, simply compare you average cost per lead on each. And if possible, follow the leads through to evaluate quality as well as quantity of leads.
Hope this helps!
Ira
-
Interesting...
Can Facebook ads target, business function, industry, company size and geography?
If I seek to test both platforms, do you have a suggested minimum budget for each? How about comparing the two to Google Adwords in terms of effectiveness for B+B marketing and lead generation?
Thanks, Alan
-
Hi Alan,
Ads on LinkedIn can certainly be focused on lead generation rather than branding, it all comes down to the focus of the ad. If you are using the ads to promote valuable resources (lead magnets), then LinkedIn can certainly be a good choice.
That said, you can actually use Facebook ads to do very similar demographic targeting, and these generally have lower costs and higher volume than LinkedIn. So, I'd definitely make sure to consider FB in your mix of possibilities.
The exact best approach will depend on variables such as the things that make you unique, and separate you from your competition; the things your competition is currently doing; and who your ideal clients are. After considering these variables, I'd work on creating a lead magnet, and then testing out ads on the various platforms.
Ira
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Linkedin: Inshares - Can I see who inshared my content?
Hi All, Just wondering... since the demise of Linkedins' Signal tool, is there a way to actually see who and where my content is being shared on Linkedin? Blog posts being published at the minute are getting inshares almost as soon as they're live and I want to know who's doing it. Any advice would be appreciated.
Branding | | SanjidaKazi1 -
I have a company with multiple locations through out the US and I am trying to figure out the best way to use Google+ and Facebook.
Should I create separate pages for each location or should I create one account and add all my locations to that account?
Branding | | steve2150 -
Rep Management with Google+ > Help Needed
My client, Pareto Law, have set themselves up with a Google Local Business listing:
Branding | | AndrewAkesson
https://plus.google.com/+paretolaw, and when searching for the Pareto Law brand this page appears a bit like a site-link under the main search result. I've noticed that other companies, such as moz.com, have their G+ page ranking seperately on page 1 of the SERPs. This is especially important for my client, as we're trying to push down other sites rankings for our brand. In an ideal world I'd want only their twitter, G+, linkedin, & facebook pages ranking amongst wikipedia entries and the like, as opposed to forums discussing my client. The question is, are Pareto Law able to set themselves up with a G+ business page as well as the G+ local listing page they presently have. Is that an acceptable setup, or are you supposed to have just one or the other? I'm struggling to differentiate between the 2.0 -
Google Authorship
Hey Guys, For about a few days now, my google authorship photo no longer appears in search results. Also, I am unable to access my google places page, as every time I try I get an error from google (error #500). The places page still works, but I cannot log in as an administrator. I have no idea why this is happening, as the rich snippets tool indicates that everything is fine and dandy. I have also made no changes to the structure of the site. Can someone please explain why I am encountering these problems. Any help would be greatly appreciated.
Branding | | dtlalaw0 -
Google Places Zoom level question
One of my clients (a dealership) has 2 google places listings. One for their actual dealership and one for their parts and service dept (they are separate buildings 5-10 mins away from each other). When you search for their name "Westchester Toyota" both in web and maps the only result is for the parts and service building. Both listings are active and verified (and both are in good standings). The weirder part is that if you take that same search in maps "Westchester Toyota" zoom out a few levels and search again Boom both listings appear... Not only that but the main stores listing is places as listing A. I'm wondering if anyone has ever had this issue and has a solution? I believe on the initial search Google is deeming the parts and service listing as the dominant listing (which is why it zooms in so far) but then Google throws me for a loop making the real listing the "A" when you zoom out. Note: The main listing is closer to Westchester, NY. Any insight is appreciated!
Branding | | Haystak0 -
Google + Circles
This question is so elementary, I'm almost embarrassed to ask it. I am having trouble directing potential followers/friends to Circle us on our Google+ business page. People add to my personal profile page instead, the result of which, i am not building up Circles for my business while I am building my personal profile which i don't care about. I have made personal requests, used our logo on my personal page header saying "Gina Fiedel representing (business name)" and "Visit our Google+ business page", etc. I feel like I'm missing something. Has anyone found any sort of magic bullet for this? Thanks!!
Branding | | gfiedel0 -
It's been 2 Months and Google STILL shows my Old URL, why? (help please)
First i just want to say the 301s, change of address and nearly all outer links are changed to the new url since early september. Let me give you an example... Query: Custom Sweatbands Ranking URL: www.stbands.com/custom-sweatbands/ **Correct URL that it is 301'd to for over 2 months now: **www.customonit.com/custom-sweatbands/ More... new sitemap has been submitted since the beginning. The old website www.stbands.com doesn't even exist anymore, in fact at the beginning of this month I got pretty angry and blocked search engines via the robots txt for the old domain. Any way I can get Google to catch on? Thanks in advance!
Branding | | Hyrule1 -
Change Primary Image on Google+Local
My old logo did not fit well in the new Google+Local page and so I resized it and uploaded it a couple weeks ago using the Google Places admin tool. I have tried it on multiple locations but it does not show up on the actual Google+ page. The images do show up in the admin tool (so it wasn't that the logo didn't upload properly). I changed the description text to see if any changes were going through and those appeared after about 24 hours. Anyone been able to successfully upload new images to Google+Local?
Branding | | SEOTGT0