Google V’s LinkedIn
There is no such thing as Google vs. LinkedIn; they’re both great platforms with entirely different objectives. If you are reading this and trying to see the best platform, you must step back and understand your end goal.
Google – Growing your business today
LinkedIn – Securing your business’s future
Google finds people actively looking for something specific to buy something or fix a problem they have right now, so they are potentially already in a buying mode. LinkedIn, conversely, is about educating a targeted audience of your product or solving problems before the audience even knows they have a need.
Only a small number of people will ever be ready to buy right now, but everyone, if targeted correctly, will buy at some time in the future. It Is called Demand Generation. Create demand for your offering, get it in front of the right audience and tell them where to buy from before they even need to start looking.
What is the difference between Google PPC and LinkedIn PPC?
Google PPC (Pay-Per-Click) and LinkedIn PPC are advertising platforms that differ significantly.
Google PPC is an advertising platform that displays ads on Google search results from pages and other websites that are part of the Google Display Network. Advertisers bid on specific keywords that users might search for, and when someone clicks on their ad, they pay a fee. Google PPC ads can be targeted based on a user’s location, device type, language, and other factors.
On the other hand, LinkedIn PPC is an advertising platform that displays ads on the LinkedIn network. Advertisers can target LinkedIn users based on their job title, company size, industry, location, and other professional factors. LinkedIn PPC ads can be in the form of sponsored content, sponsored InMail, or display ads.
Here are some of the key differences between Google PPC and LinkedIn PPC:
- Target audience: While Google PPC targets people based on their search queries, LinkedIn PPC targets people based on their professional characteristics.
- Ad formats: Google PPC ads are primarily text-based, while LinkedIn PPC ads can be sponsored content, sponsored InMail, or display ads.
- Cost: The cost of Google PPC ads varies based on the competition for keywords, while the price of LinkedIn PPC ads is based on a bidding system.
- Conversion rates: Google PPC ads have a higher click-through rate, but LinkedIn PPC ads have a higher conversion rate because they target a more specific audience.
Google PPC casts a wide net, targeting users based on search queries. On the other hand, LinkedIn PPC offers precise targeting based on professional demographics such as job title, company size, and industry. LinkedIn’s targeting capabilities may be your secret weapon if you’re focused on reaching a specific B2B audience.
Google PPC generally offers lower costs per click, making it a budget-friendly choice for many businesses. However, LinkedIn PPC’s higher prices are often offset by the quality and relevance of its professional audience. Investing in LinkedIn can lead to higher-quality leads and better ROI in the long run.
Intent and Funnel Stages
Google PPC captures users actively searching for a product or service and ready to purchase. It’s ideal for the bottom-of-the-funnel approach. Meanwhile, LinkedIn PPC shines in building brand awareness and nurturing relationships with a professional audience at the top and middle of the funnel. It’s the perfect path to create consideration and engagement.
Goals and Objectives
Consider your campaign goals. Google PPC may be your go-to option for immediate conversions or sales. LinkedIn PPC can elevate your strategy and generate long-term results if you focus on expanding your brand presence, thought leadership, or targeting specific professionals.
In the end, there’s no one-size-fits-all answer. Evaluate your business needs, target audience, and campaign goals to make an informed decision. Remember, combining both platforms could also be a winning strategy, harnessing the strengths of each to maximize your reach and impact.