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
-
What exactly "monthly searches" from Google Adwords teach us?
I have noticed that monthly searches of our "brand" in last five years is almost same. But I can see our competitors have increased their brand searched for monthly in last few years. They are gaining popularity slowly where we are not. What are the other things we can learn when users searching for our brand are not increasing? Thanks
Branding | | vtmoz2 -
How to measure adwords campaing success on an non ecommerce/leads website
Hello,
Branding | | teconsite
We have a website of a furniture company that runs an Adwords campaign. This company has a lot of distributors. They have several objetives: people explore the online catalog people visit the distributor page (where they can find the nearest distributor in his/her area) people share the pictures and info in social media. (For example: pictures in pinterest) people watch videos new distributors contact them to be a new distributor and so on. As this is not an eccommerce website they can not buy We have created objectives in analytics to meassure those engament results.
My question is how to measure this in Google Adwords...
If I import GA objetives into adwords, I get conversions rates of 350% and even more, and the number of conversions is to high. For example. If one objetive is to visit Distributors page (the one where users can see a map and search for the nearest distributor), I find with a lot of conversions of this type. I was thinking in importing some objectives and giving them a value in $ and instead of evaluating conversion rates, evaluate ROAS. But I really would like to know, what you are doing with this kind of companies. How do you measure the campaign success when most of the objetives are measuring engagement. Please, could you give me any advice? Thank you!0 -
How to improve the quality score (QS) when bidding on competitor brand names in Google Adwords?
Hi, I have researched few sites on this topic and I could see that the competitor keyword should match with the add text relevance, landing page relevance and CTR. Any other factors more to be included to improve the quality score? Reference: http://searchenginewatch.com/article/2285536/Google-Updates-How-AdWords-Quality-Score-is-Reported
Branding | | zco_seo0 -
Do you have to have a Google+ profile page for a person before you can build a Google+ brand page?
There was some debate at MozCon 2012 about this issue. I have my personal Google+ page which I didn't want attached to the brand of one of the sites I manage. I saw no other way to create a new Google+ page for this brand except to create a new profile under a different gmail account. The problem is, I had to put in my personal name to create the profile (you can't put in a business name, Google won't accept it), so now I have two "Dana Tan" author pages in Google+, the second one is where I built the page for this separate business "Celebrate Communion." Unfortunately, this has muddied the waters because people are following me in both places (it's fragmented my circles). I would like to add customers who are already on Google+ to my business pages circles, but the business page won't do it. Is it possible to build a Google+ business page without all of this brand confusion? If so, can you send me directions? I have found nothing online that says you don't need a profile to do a brand page. Also, once the page is built, what is the best way for me to reach out to customers with google accounts? I don't see a good way to do that on businesses pages either. On my profile page I can load all the emails into my contacts list, but then those contacts can only be added to my profile page and not the brand page. Any help or suggestions would be greatly appreciated. Thanks! Dana
Branding | | danatanseo0 -
Splitting our main website in Two... What is the fastest way for the new sites to become a brand in Googles eyes.
In a couple weeks our main website (which generates all of the revenue) will be split into two because of a long term branding / identity crisis. So my question is, how can i make sure (besides obvious 301 redirects) that these 2 new fresh urls become a brand as quick as possible in googles eyes? So far i am thinking of things like: press releases, blog posts with brand mentions. I am not ignorant and expect this to happen overnight, but we need a strong foundation to build on, which is why i am asking Anyone got a list / case study / advise so I can really blow it up on launch week? Thanks 🙂
Branding | | Hyrule0 -
Strategies for getting more listings on first of google
We have a client who is looking to increase the number of results on page 1 of google for their brand name to essentially force some historical negative comments off page 1 of google. I am thinking of things like a twitter page, Facebook page, YouTube page etc. plus optimising their site to try and get multiple pages on page 1. Does any one have experience of doing the same sort of thing?
Branding | | barnst0 -
Yelp Reviews and Google + reviews
After reading this SEOmoz thread http://www.seomoz.org/q/getting-reviews-to-stick-on-yelp-google I have learned that one cannot leave fake reviews because Google and yelp can see if the users are real by the user behavior. If one of your clients is happy with your service and they have never left a Google review or yelp review and you have them leave your company a review it will be filtered and not count. Google’s +1 is fairly new and I am not sure if many users use it. IMO a user is much more likely to Facebook "Like" something. Same goes for Yelp, I feel like many local services don’t have a high enough search volume to benefit from these areas. If a company cannot have a satisfied customer leave a review on Google + or Yelp because they are not active enough on these networks, the company does not receive the credit they deserve. I'm assuming SEOmoz has the contacts to make a change, well here is my idea: How about Yelp and Google + send a letter to the address of the review... (Same as a Google places listing, reviewer will receive letter and enter a pin number online to confirm review) this solves the issue and businesses can receive the credit they deserve. In all fairness if a company does right by someone, the company deserves the review, right? Otherwise this should not be a ranking factor IMHO!
Branding | | SEODinosaur0 -
Facebook, Google Plus - What to share/like?
Hi everybody! We are planning to offer an incentive to all our customers who interact with us on social media websites. What's the most important thing to ask from a customer? Facebook to like our Facebook business page or to like our own website through Facebook? to just follow us on Facebook or to actually comment / interact on our wall? Google + to +1, share, add to circle our Google+ business webpage or to +1 or share our own website? So basically what do we need to promote most? Our Facebook / Google+ business pages or our own website through social media marketing? While we understand it's important to actually interact with the customers and offer value on social media websites, we are looking to boost our SEO efforts. Thank you!
Branding | | echo10