We’ve talked to you before about Google AdWords, or Pay Per Click advertising, but for a few years now there’s been a fairly new ‘kid’ on the block – Social Media Advertising. More specifically, we’re talking about Facebook Ads and LinkedIn’s DirectAds. With 500 and 90 million members worldwide respectively, there’s a huge sea of audience members just waiting to be ‘caught’. We’ve recently taken out advertising through both mediums, so we want to give you an education and an insight…
Targeting your audience:
This is what really sets social media marketing apart from it’s Google counterpart –it’s ability to target an audience by demographics instead of keywords.
Introduced in September 2007, Facebook Ads allow you to target your ads to a particular audience through location, age and birthday, likes and interests, education, and connections. But don’t just stick to the obvious, in Matt Lawson’s article – The Search Marketers Guide to Facebook Ads – he encourages marketers to be creative about generating likes and interests by including related themes.
While through LinkedIn (launched in June 2008), you can segment your audience by geography, job function and seniority, industry and company size, and gender or age.
Ad appearance and layout:
Facebook Ads allow for a title of 25 characters, an image, and body text of 135 characters. The title also acts as a ‘destination URL’, meaning that it will link to the URL you wish:
What you can’t see in these particular screen shots is the small ‘x’ that lives in the top righthand corner of Facebook ads. This little x allows users to make that particular ad disappear, but when they do they are prompted to provide feedback on why, which allows for continual improvement in these ads.
LinkedIn DirectAds are similar but a little smaller, allowing an image, a headline of 25 characters, and a description of 75 characters:
The main difference here is that LinkedIn shows a link to the personal profile of the person who created the ad. This can help give the ad more weight, as a prospective client can view the ad creator’s profile as well. Herein lies a little hint – make sure you have completed and updated your personal profile and while you’re at it, make sure you have a Company Profile and link all of your staff to it.
Another hint for both Facebook and LinkedIn ads is to make sure you do upload an image, as pointed out by Kelly Gilleage in her article Facebook Advertising: An In-House Guide to Getting Started, click-through rate for ads with images is much higher than those ads that are text-only. Also remember to keep your advertisements ‘fresh’ by regularly changing your images/ad copy. This not only helps to avoid ‘blindness’, but can provide useful statistics in which ads get the best results.
Which one should you choose?
When deciding which medium to advertise through you firstly need to consider the nature in which people use Facebook and LinkedIn. Facebook is a very social platform where we communicate with friends, play games in applications, and share photos, so it would be more suited for B2C (business to consumer) marketing. In contrast, LinkedIn is better for B2B (business to business) marketing as it is a place where professionals connect.
The CPC (cost per click) and CPM (cost per impression) vary between the two, dependent on your target demographics and the competition in reaching your intended market. Our personal experience has shown that LinkedIn has a far higher CPC (cost per click) or CPM (cost per impression), and that these ads are often hard to find. While Facebook ads are cheaper, and as pointed in this interesting case study, “you have the advantage of them appearing where people expect them and they look pretty”.
While we can’t give you a definitive answer on which medium is better – what we will advise is treat this like any other marketing activity that you undertake. Set clear goals, monitor your campaign performance, and invest accordingly.
If you would like some advice on determining which advertising medium is most suited for your business, or if you would like assistance in setting up a Facebook or LinkedIn advertising campaign – please call us on 1300 723 618.