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On August 7th, LinkedIn released Sponsored Updates, allowing us to hit the newsfeed.
THE MAIN POINT
You’ll end up paying $6-10 a click, even if you have a killer CTR, since the average CPMs are north of $200. But if you have a high-end B2B target, it could be worth it. Facebook still has more volume by job title and company workplace target.
IN MORE DEPTH
There are 3 million LinkedIn business pages (hat tip to Jason Miller of LinkedIn for sharing stats). Compare that with the 50 million Facebook pages, of which only a portion are business pages.
With Facebook, you can target down to the zip code, while LinkedIn lets you go down only to the city level.
Facebook has sponsored stories (targeting based on who you’re connected to and sharing friend activity). LinkedIn had this two years ago, but pulled it quickly.
The CTRs on Facebook and LinkedIn are similar– perhaps slightly higher on LinkedIn. But if you isolate Facebook mobile newsfeed, then Facebook wins. You can’t choose mobile placements on LinkedIn yet.
Neither network offers frequency capping or dayparting, but Facebook does offer negation targeting and custom audiences.
Facebook has the ads API and insights API, with the insights API easy to use and get access to. Facebook has conversion tracking and bidding to conversion. LinkedIn ads API and analytics API are closed.
LinkedIn show summary stats by seniority and company size– Facebook doesn’t have this.
Here are the number of folks you can target on Facebook by job title. Clearly a lot more blue collar types– a larger audience than Facebook by a factor of five.
And as you’d expect, if you’re hitting executive positions or HR, LinkedIn is the way to go.
These are relative ratios- Waitresses on Facebook outnumber LinkedIn waitresses 4 to 1. But on LinkedIn, there are 1,255 VPs of Human Resources for every one of them on Facebook.
Would you list your experience as a bartender on LinkedIn?
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.