Earlier, in our bird’s eye view, we mentioned that with this strategy, it doesn’t matter what the traffic source is, the strategy is still the same and (assuming you have the right message and the right targeting), these campaigns will attract quality leads that will book appointments with you.
However, that being said, the traffic source does make a difference in terms of quality and cost effectiveness.
Both platforms have their pros and cons. What’s most important when deciding what platform to test first is deciding on your objectives and KPIs (your Key Performance Indicators).
If you need a high volume of opt-ins at a cost low enough to make your campaign viable, Facebook is a great place to start since the traffic is cheaper and will allow you to test faster.
*Pro Tip: Make sure to use Facebook’s Business Manager and upload past lists of buyers to create an “LTV Lookalike” list. These lists are some of the most potent targeting groups you can run on Facebook.
On the other hand, LinkedIn is hands down the single most effective platform for B2B campaigns. With over 560 million active users, 61million are of senior-level influence or in decision-making positions and able to make the final call on your product or service. Whether you’re promoting a case study or white paper, or your ads go “direct to appointment”, LinkedIn makes it easy to get in front of businesses who want and need your services.
The thing to keep in mind here is that traffic from LinkedIn is going to cost you 3-4x more than traffic from Facebook. We recommend no less than a $1,500-$3,000/month budget for LinkedIn to gather the needed data to optimize and perfect your ads.
Here’s a rundown of some of the differences to keep in mind when it comes to running ad campaigns on either Facebook or LinkedIn:
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