LinkedIn DirectAds vs Google AdWords I
What is LinkedIn DirectAds?
DirectAds is the LinkedIn® version of Google AdWords. The new service was launched in July 2008 by the company. They provide a simple interface and some degree of audience targeting. Jack Chou has written a good blog about this.
The Comparison:
It’s only been a few days since I’ve been toying around with my LinkedIn CPM campaign and I’m eager to see the results. Since I’m an avid user of the Google AdWords PPC model, I decided to compare the two forms of online advertising. Below are some of my findings as I learn on how to leverage LinkedIn DirectAds:|
Comparable Metric |
LinkedIn® DirectAds |
Google™ AdWords |
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Interface/Design features |
The Interface is very simple but provides enough core features to be effective. Not as powerful as Google AdWords though. |
Easy to use interface that is very powerful. Google™ also provides a desktop application to manage the AdWords account. Immense feature set that to the rookie may be over whelming at first. |
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Ad Performance Metrics |
Delayed by 24 hours to process and update. |
Real-time performance displayed in dashboard. |
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Segmentation/Targeting |
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Keyword |
No, there is no possibility to trigger ad placement through keywords. |
Yes, that’s the bread and butter of Google AdWords. Very cool feature that can give extremely targeted leads. |
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Ad Design and Text |
Headline (25 chars max) 1st line descriptor(35 chars max) 2nd line (35 chars max) Displayed URL (35 chars max) Followed by the real hidden URL). Very similar to Google AdWords. |
Very similar to LinkedIn®. Allows for headline, 2 line description and then displayed URL and real URL. |
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Pricing model |
Base price of $10 for 1000 impressions. Targeting costs $3-$6 per segment. A maximum of 2 Targets can be purchased. |
It’s a keyword bidding model for Clicks (not impressions.) So the cost can be as low as a few cents for each click to as high as + $20. |
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Payment and Budgeting |
Pre-paid account system for each ad placement. Payment starts at $25 minimum and can be set at increments of $5. Can accept most major credit cards. But billing address should be US based. I think that’s a glitch. Also each time a new ad is created, payment is required. |
Can accept most major credit cards. Prepayment is required and preauthorization allows for automatic replenishment when credit is low. One payment account can pay for many ad campaigns. |
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Landing Page suggestions |
Suggested landing pages include downloads of whitepaper, and other marketing collateral as the hook. |
Suggested landing pages can be download of the software, trial/demo as well as marketing collaterals for download. |
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Summary |
Hard to say. Just started using it. But I get a feeling that the leads will be a bit like the leads I get from the Google Content Network as opposed to the Direct Search method. |
Very good leads. Allows for extremely targeted leads to come through and campaign can be easily managed for optimum performances. |
Comments (2)
Jayesh
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Waiting for your round 2! Thanks for good info in round 1
Reply
online ad agency
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LinkedIn direct ads are just good for recruitment ads, you cant generate real leads out of them.
Reply