Google Ads vs. LinkedIn Ads (B2B Marketing)

Summary

In this video, Mitchell G explores the advantages and disadvantages of Google Ads and LinkedIn Ads, highlighting Google's strength in targeting intent-based searches and LinkedIn's ability to generate demand through professional networking. He discusses various targeting options, ad formats, and strategies for both platforms, while cautioning about potential costs and complexities. Mitchell concludes with a strategy that synergizes Google Ads traffic with LinkedIn retargeting to qualify leads effectively.

Takeaways

• 🔍 Google Ads Pros: Targeting specific keywords to capture demand through intent searches, allowing ads to appear when users are actively seeking solutions or products.
• 🎯 Google Ads Pros: Utilizing competitor targeting to reach users searching for competitors, especially when they are inquiring about pricing.
• 🛠️ Google Ads Pros: Offering a variety of settings and bidding strategies for experienced users to optimize campaigns over time.
• 👔 LinkedIn Ads Pros: Generating demand by showcasing products to a professional audience, building trust and awareness over time.
• 📊 LinkedIn Ads Pros: Targeting based on professional attributes such as company, job title, or function to reach the right audience.
• 📘 LinkedIn Ads Pros: Providing multiple ad formats including video, single image, follower, spotlight, and text ads to engage users with different value propositions.
• 🔄 LinkedIn Ads Pros: Offering robust retargeting options to engage users based on their interactions with ads, such as video watch percentage or lead form engagement.
• 🚫 Google Ads Cons: Potential for low search volumes, which can limit the reach of ads for niche products or services.
• 🏢 Google Ads Cons: Lack of professional attribute targeting compared to LinkedIn, making it difficult to generate demand for products.
• 💡 Google Ads Cons: Complexity and nuances of the platform can lead to wasted budget if not managed by experienced users.
• 💸 LinkedIn Ads Cons: High costs per click and impressions can make campaigns expensive without a solid strategy and lead nurturing plan.
• 📈 LinkedIn Ads Cons: Difficulty in obtaining immediate leads from a cold audience, necessitating multiple exposures and retargeting efforts.
• 📚 LinkedIn Ads Cons: The need for a content-rich strategy, including videos and downloadable assets, which can be challenging for clients with limited resources.

Q & A

What is the main advantage of using Google Ads according to the video?

The main advantage of Google Ads is the ability to capture demand through intent searches, allowing advertisers to target specific keywords and reach the right audience based on their search intent.

Can you explain the concept of 'intent searches' mentioned in the video?

Intent searches refer to the act of users actively searching for a product, solution, or information about a problem on Google. Advertisers can capitalize on this by targeting these specific search queries to reach potential customers at the moment they are seeking solutions.

What is a common use case for competitor targeting in Google Ads as described in the video?

A common use case for competitor targeting is when a user searches for a competitor's name along with the word 'pricing'. Advertisers can place an ad in front of these users to present their own product as an alternative.

What are some of the advanced options available in Google Ads that can be both a pro and a con?

Advanced options such as ad scheduling, device bids, and various bidding strategies are available in Google Ads. These can be a pro for experienced users who can optimize their campaigns, but a con for inexperienced users who might find the platform complex and risk wasting money.

How does LinkedIn Ads differ from Google Ads in terms of targeting capabilities?

LinkedIn Ads allows for professional targeting based on attributes of a member's profile, such as company, job title, or job function. This is different from Google Ads, which has more limited professional targeting options.

What are some of the ad formats available on LinkedIn Ads as mentioned in the video?

LinkedIn Ads offers multiple ad formats including video ads, single image ads, follower ads, spotlight ads, and text ads, allowing advertisers to present different value propositions and build trust with their audience.

What is one of the retargeting strategies mentioned in the video for LinkedIn Ads?

One retargeting strategy mentioned is targeting users who have interacted with an ad, such as those who have clicked on it, watched a certain percentage of a video, or opened a lead generation form but did not complete it.

What is a potential drawback of using Google Ads for certain products or services?

A potential drawback is the possibility of low search volumes for certain products or services. If there isn't enough search volume for the targeted keywords, it can be difficult to reach potential customers.

How can the cost per click on LinkedIn Ads be a disadvantage for advertisers?

The cost per click and cost for 1,000 impressions on LinkedIn Ads can be high, which can lead to expensive campaigns if advertisers do not have a good strategy in place for nurturing leads and utilizing retargeting.

What is a challenge for LinkedIn Ads when trying to get immediate leads from a cold audience?

A challenge is that users on LinkedIn are not actively searching for terms, and their position in the buyer's journey is unknown. This makes it difficult to get immediate leads without utilizing retargeting to engage the audience multiple times.

What is the recommended paid media strategy combining Google Ads and LinkedIn Ads as suggested in the video?

The recommended strategy is to use LinkedIn Ads to retarget traffic coming from Google Ads. This can help qualify the traffic by showing ads to those who visited the website after clicking on a Google ad and further narrowing down the target audience by job function or job titles.