A comprehensive marketing strategy may involve multiple platforms to reach and engage the target audience across different channels.
LinkedIn Ads, Google Ads, and Facebook Ads are three popular online advertising platforms used by B2B companies to reach their target audience.
LinkedIn Ads are ideal for targeting decision-makers and generating high-quality leads, Google Ads are great for intent-based targeting and a high ROI, and Facebook Ads are effective for reaching a wide audience and for custom audience targeting at a lower cost.
LinkedIn Ads vs. Google Ads vs. Facebook Ads
LinkedIn Ads:
Targeted Audience
LinkedIn is a professional social media platform. Users typically have higher education and income than other social media platforms, making it an ideal platform for B2B companies to target professionals and decision-makers.
Quality Leads
As LinkedIn is a professional networking platform, the leads generated through LinkedIn Ads are of higher quality. People on LinkedIn are more likely to be interested in professional development and making business connections than on other platforms.
Also Read: Why B2B Marketing Strategy Needs Conversion Rate Optimization Platforms
Cost-Effective
LinkedIn Ads tend to be more expensive than other platforms, but the high quality of leads means that the overall cost per acquisition can be lower. Additionally, LinkedIn Ads offer various bidding options, such as cost-per-click (CPC) or cost-per-impression (CPM), making it easier for B2B companies to control their advertising costs.
B2B Targeting Options
LinkedIn Ads offer specific targeting options, such as company size and industry, making it easier for B2B companies to target the right audience. This level of targeting ensures that B2B companies reach the right people and maximize advertising spending on people likely to be interested in their product or service.
Professional Networking
Advertising on LinkedIn can help B2B companies build their brand and establish themselves as thought leaders in their industry. By creating content that provides value to their audience, B2B companies can build relationships with potential customers and increase the likelihood of conversion.
Professional Audience
LinkedIn is a professional networking platform, so the audience will focus on business-related topics. B2B companies can use LinkedIn Ads to target decision-makers, industry experts, and professionals in specific job roles or industries. It ensures that B2B companies reach a highly relevant audience, which increases the likelihood of conversion.
Thought Leadership
LinkedIn Ads can promote thought leadership content like whitepapers, case studies, and webinars. By positioning themselves as industry experts, B2B companies can establish themselves as credible and trustworthy sources of information, which can help to generate leads and increase conversions.
Account-Based Marketing
LinkedIn Ads allow B2B companies to implement account-based marketing (ABM) strategies, targeting specific accounts or companies with personalized advertising. By tailoring their advertising to a particular company’s specific needs and interests, B2B companies can increase their chances of securing a sale.
Higher Conversion Rates
LinkedIn Ads tend to have higher conversion rates than other platforms because the audience is more engaged and focused on business-related topics. Additionally, LinkedIn Ads offer various ad formats, such as sponsored content and sponsored InMail, which can help B2B companies reach their target audience in a less intrusive way.
Google Ads:
Large Audience Reach
Google is the most popular search engine in the world, so it provides B2B companies with the opportunity to reach a massive audience. With Google Ads, businesses can target users based on their search queries, location, and other demographics.
Intent-based Targeting
With Google Ads, businesses can target users actively searching for products or services related to their industry, making converting them into leads or customers easier. Google Ads allow B2B companies to reach audiences that are already looking for products like theirs, so making them more likely to become a buyer.
High ROI
Google Ads can provide a high return on investment (ROI) for B2B companies, as they can track the performance of their campaigns and optimize them to increase conversions and reduce costs. With Google Ads, B2B companies can access detailed metrics and insights that can help them refine their advertising strategy and increase ROI.
Various Ad Formats
Google Ads offers a variety of ad formats, including search ads, display ads, and video ads, making it easier for B2B companies to choose the best format for their marketing goals. B2B companies can test different ad formats and see which ones work best.
High-intent Searchers
People who use Google to search for information about products or services are usually high-intent searchers, actively looking to purchase or learn more about a specific topic. It makes them more likely to convert, making Google Ads an effective platform for B2B companies to reach potential customers.
Intent-based Targeting
Google Ads allows B2B companies to target users based on their search intent, since they are clearly already looking for products or services related to the B2B company’s offerings. This intent-based targeting makes Google Ads an effective way to reach users closer to the end of the buying cycle, increasing the likelihood of conversion.
Ad Formats
Google Ads offers various ad formats, such as search, display, and video ads, which can help B2B companies reach their target audience differently. For example, search ads can target users actively searching for specific keywords related to the B2B company’s offerings, while display ads can increase brand awareness and reach a wider audience.
High Visibility
Google is the world’s most widely used search engine, meaning Google Ads have high visibility and reach. B2B companies can use Google Ads to reach users across various devices and platforms, including desktop, mobile, and YouTube.
Cost-effective
Google Ads operates on a pay-per-click (PPC) model, meaning that B2B companies only pay when someone clicks on their ad. This model makes Google Ads a cost-effective way to advertise, as B2B companies can control their advertising spend and ensure they are only paying for clicks from users who are likely to convert.
Facebook Ads:
Wide Audience Reach
Facebook has over 2 billion monthly active users, making it an ideal platform for B2B companies to reach a massive audience. With Facebook Ads, B2B companies can reach people of all ages, genders, and interests.
Custom Audience Targeting
Facebook Ads allows businesses to target their ads to audiences, based on their interests, behaviors, demographics, and even job titles. This level of targeting ensures that B2B companies reach the right people and maximize advertising spending on people likely to be interested in their product or service.
Retargeting Options
Facebook Ads offer retargeting options, which allow B2B companies to target people who have already shown an interest in their product or service, making it easier to convert them into customers.
B2B companies can retarget users who have visited their website, engaged with their social media posts, or interacted with their ads in the past. By retargeting these users, B2B companies can keep their brand top-of-mind and increase the likelihood of conversion.
Visual Appeal
Facebook Ads allow B2B companies to use images and videos to make their ads visually appealing and engaging, making them stand out. Visual content can help B2B companies tell their brand’s story compellingly, making users more likely to engage with their ads.
Lower Cost
Facebook Ads tend to be less expensive than other platforms, such as LinkedIn or Google Ads, making it an ideal platform for B2B companies with smaller budgets.
Additionally, Facebook Ads offer various bidding options, such as cost-per-click (CPC) or cost-per-impression (CPM), making it easier for B2B companies to control their advertising costs.
Custom Audience Targeting
Facebook Ads allows businesses to target their ads to audiences identified on the basis of their interests, behaviors, demographics, and even designation. This level of targeting ensures that B2B companies reach the right people and maximize advertising spending on people likely to be interested in their product or service.
Wide Audience Reach
With Facebook Ads, B2B companies can reach people of all ages, genders, and interests. While the platform is less targeted than LinkedIn or Google, Facebook can still provide significant reach for B2B companies that are focused on increasing brand awareness and generate leads.
Which Online Ad Platform is Best for B2B Business in 2023?
It’s difficult to definitively say which platform is better for B2B businesses in 2023, as each platform has its strengths and weaknesses that can make it a valuable option depending on the specific targets and business requirements.
LinkedIn Ads are particularly effective for B2B businesses targeting a professional audience and want to establish themselves as thought leaders in their industry.
Google Ads, on the other hand, are better suited for B2B businesses that want to target users based on their search intent and reach a wider audience across various devices and platforms.
Facebook Ads can be a good option for B2B businesses that want to reach a wide audience with visually appealing and storytelling content and for retargeting purposes.
