LinkedIn Ads vs Google Ads (AdWords)

LinkedIn Ads vs Google Ads (AdWords)


– Should you be advertising
on Google or LinkedIn? Let’s find out. (upbeat music) I get asked this question a lot. Should I be putting my marketing budget towards LinkedIn ads or Google ads? The real answer is it probably should be at least some mix of both. But let’s drill into the
individual characteristics of what makes up each type of ad platform and how you can use
them to your advantage. My favorite lead
qualification model is BANT. And it stands for budget, authority, need and timing. And what that means is each type of lead that comes in will probably score high or low in some of the different areas. Now the leads that you might get from a search type of ad like Google ads or Bing Ads, it’s going to score really high in N and T, the need and the timing, because if they didn’t need it they wouldn’t be searching for it. And they’re searching right now so the timing’s probably pretty good. What it’s going to score poorly in is the B and the A, the budget and the authority. Your budget, because you can’t qualify who someone is by what
they’re searching for. So you just don’t know where they’re at. You don’t know if this is the person who actually controls the budget, you don’t know if they
have a large enough one, and then the authority, you don’t know if this is the person who’s actually making the decision, or maybe they have to
go and ask their boss or a committee, or maybe they are the right person. So search leads, you’re
probably gonna score really high and need and timing. LinkedIn Ads on the other hand, they’re going to score really high in both budget and authority. And the reason why is
because we can target people specifically by the right size of company in the right industry. So we know that they already have the size of budget that we need
to sell them something. And then the authority, we’re already targeting the exact roles. So we know who these people are, we know they have the authority to make this purchase. What we lose control of is the ability to target on LinkedIn by
their need and their timing. We’re going to show these
ads to the right people all the time in hopes that one of them, when they feel the need or when the timing is
right will end up clicking. So Google Ads some has great things going for it. We know that the leads are gonna come in and they’re gonna be hot and ready to go. They showed that level of intent, and so they’re going to be a lead that’s going to close very quickly. We also know that they’re
going to be sales ready because if you show them an ad that says here’s our product, this is what we do, they’re looking for that, they go to your landing page, and become a lead. They’re someone who actually wants to buy your product or service. They want to talk to a sales person. So it’s a great place to start. The downside to Google Ads though is that you’re really
beholden to the search volume. You know that if your product or service, or your category has well-known keywords that lots of people know
and are searching for, you can probably show up any time that you want and get as much traffic as you’re willing to pay for. On the other hand, if you run, maybe it’s a newer product or a more disruptive type of service, people don’t know it exists yet, the category’s not created, there’s going to be very
little search volume, and it might be hard to actually spend as much as you’d like to on search. Your sales might also
report seeing lower lead quality coming from your Google Ads. And what that means is they’re talking to people who they know they were
looking for what it is you do, but they don’t know who they are. They don’t know what
their budget looks like. We’re talking to a lot of mom and pops or small businesses who can’t afford us, small potatoes kinds of companies, tire kickers. And that’s okay. If you’re not paying very
much for those leads, you can sift through ’em and still catch the ones
who are really good quality. But it is worth considering. Also, because you’re not targeting people by their budget or their
authority with Google Ads, you’re going to catch people who maybe are ready to sign
on the dotted line right now, but they’re not the right size companies. They’re not those prime deals. They’re not the logos that you’re gonna wanna put
proudly on your website. So be aware. You’re probably going
to close smaller deals, but they will close quickly. LinkedIn on the other hand is also a channel with a lot of significant pros and also requisite cons. Number one, we know
the leads from LinkedIn are super high quality. We’re talking to the right people, and that’s great. We also know that LinkedIn
closes the largest deal sizes. This is where we can really
target our best customers. Think of LinkedIn ads like a sniper rifle for hitting the whales, the ones who are the most
important deals to you, whereas you might think of something like Facebook Ads or even Google as a little bit more of a shotgun approach. LinkedIn also has really incredible reach. And what I mean by that is it’s probably something like 95% of white collar professionals, especially in North America, have LinkedIn so it’s really nice for knowing that as
much budget as you have, you can spend it, and you can just reach maybe potentially all of your target market. That scalability is really nice, especially when you’re used to advertising on something like Google where you’re just kind of waiting around for someone to come and search for you, or Facebook where it’s really hard to reach all of your audience because the targeting, especially for business to business is quite a bit fuzzier. But LinkedIn ads are not all sunshine and rainbows. The leads that come from LinkedIn, they’re not gonna be sales ready yet. Remember they didn’t
come searching for you, you’re trying to draw them in. And that means you’re
probably gonna draw them in with something like an interesting piece of content. Come learn from our free webinar. Or come join our free in-person event, or download this free guide. And so because of that they’re not ready to talk
to the sales rep yet, they will need more nurture. And because you didn’t target them by them coming and looking for you, you don’t know that they’re ready yet. So this is gonna be a longer sales cycle. You’re going to introduce your product or service to them, it’s going to take a little while for them to kind of get the feel for what it is that you do, and realize that they need it, then they’ll engage. So the sales cycle with LinkedIn Ads is probably going to be quite a bit longer than your Google cycle. So if you need revenue tomorrow, you probably better put
your budget towards Google. But if you’re okay with
closing the larger deals and it taking a little while, then LinkedIn’s probably
going to be your best bet. Now the thing that all of you
marketers want to understand, what are the cost differences between each of these channels. What are we paying for? Well on Google the average cost per click is somewhere around the $1 mark for the entire network. But what we know is in
business to business these are much higher
competition keywords. So it’s really not uncommon to see your keywords cost somewhere between $15 to $25 a click. If you’re doing CRMs you might be in the $45 to $60 cost per click, and it goes up from there. You might see legal and medical key words costing $300 and $400 a click. So the costs vary widely. You’ll have to get in and actually try for your industry to see if you can get some traffic from maybe longer-tail keywords that have less competition, or even see if you’re willing to actually spend all
those really high rates on those type of keywords. So keep that in mind. You’re probably going
to have a really high cost per initial lead from Google, but we’re also talking
about sales-ready leads who want to talk to your
sales rep right now. So maybe that’s worth pursuing. With LinkedIn on the other hand, the average is somewhere
between about $6 to $9 per click, some paying more and some paying considerably less. But plan on being in that range. So we’re gonna have costs per lead that are probably in the
$35 to $120 kind of range. Now someone can reach out, they can be on your nurture list and so these are the right kind of people that will just
take a little bit longer. Make sure to subscribe and hit the bell if you wanna see more of this content coming out. Hopefully this helps you with
the LinkedIn Ads campaigns that you’re running right now. That’s all the content we’re
gonna be coming out with. Also, make sure to leave
a comment down below because I will respond, and we can have a real
conversation down there. So check it out. I’m AJ Wilcox, and I run B2Linked.com. We’re an ad agency that
literally LinkedIn Ads is all we do. If you’re interested in talking with us about becoming a customer, come check us out on B2Linked.com, fill out the form on any of the webpages, and you’ll come right to my inbox, we’ll have a conversation. Thanks, and I hope you go and make the best of your marketing mix. (upbeat music)

7 COMMENTS

    I don't like to generalize without data proofs in hand but I personally beleive that Google ads increase probability of purchase for B2C while Linkedin is more effective in the B2B arena.

    Beautiful. I have never seen anyone cut to the chase with so much information neatly wrapped into actionable takeaways than this guy. Best educational content in a long time!

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