LinkedIn Ads vs. Facebook Ads – A Case Study

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I recently ran two ads, one on Facebook and one on LinkedIn and the results couldn’t be more different.

LinkedIn now has their own Pay-Per-Click advertising called DirectAds.   You may not have even noticed the ads and that’s part of the problem.

Linked in has 3 types of ads, Banner Ads, Media Box ads and DirectAds.  You can access the DirectAds feature by going to the More menu at the top of your LinkedIn screen.  The Banner ads and Media Box ads are for larger budgets ($25,000+  wooheee a little rich for my blood!).

Here’s where the PPC ads appear in LinkedIn.  Did you miss them?  I know I have.

LinkedIn ad location

But I got a coupon from LinkedIn for $100 of free advertising.  So I thought, “What the heck, I’ll give it a try.”

I created two similar campaigns in Facebook and LinkedIn.  Unfortunately I couldn’t replicate them exactly because I was advertising an Event in Facebook and just advertising a sales page in LinkedIn.   The sales page and the Facebook event had the exact same wording.  I was advertising a Facebook Bootcamp event in Denver and limited my geographic target to only the Denver area.

When it came time bid for my clicks on LinkedIn, I was given a recommended bid of a staggering $4.23/click!  That click better be good!  I went with their recommendation and ended up paying $3.25/click.  Still a pretty penny.

Facebook ads recommend a $1.25/click bid which sounded still high but better than LinkedIn.  I ran both ads for about 3 days and here are the two results:

LinkedIn:

LinkedInad

Facebook:

Facebook ad results

I know the Facebook ad results are a little hard to see, so here is a chart:

 FacebookLinkedIn
Impressions212,63270,679
Clicks7423
Average Cost per Click$0.31$3.25
Total Spent$65.09$74.78
Conversions70

Winner? FACEBOOK!!! I don’t know who you think you are, LinkedIn, charging $3.25/click but you better deliver some good value at those prices.  And I just didn’t see it.

Share this post

  • Kofi Dankwah

    What a great article!. You people at Dadycandoit.com are just too much!
    Keep up the good work.

  • Clara Diez

    Enlightening information. It is good to know. I have been advertising my US business immigration practice in Linked In. I will now expand to Facebook based on your analysis. Good job!

  • Raj

    Thanks Richard for the information that I was looking for!
    actually i wanted to advertise my company’s services on products on social networking sites. And your article helped me a lot to channelize my advert campaign.

  • Kobe

    Hello,

    I have a website that I am building for someone and they want to sell ad space on the site. I am trying to find out what, if any, standards there are for internet ads rates? Is the charge based solely on clicks and or impressions? A combination of the two? What is the basis price for ROS and or rotation of ads for various clients?

    Any help would be greatly appreciated?

  • callofduty5123412

    Hi all,
    I wanted to ask you if I could embed my Linkedin profile on my website for others to see without having them sign in. This is an example I found
    http://www.linkedin.com/in/mattfrey52

    Something like that. Please advise.

    Thank you, Wes


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