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Each advertising platform has its own codes and characteristics. While for some advertisers seeking to reach a targeted audience, using a single advertising platform may be sufficient, others would be well advised to diversify the distribution of their adverts through a multi-channel strategy.
Indeed, certain advertising platforms complement each other, and using them simultaneously offers numerous advantages. This is particularly true of Google Ads and LinkedIn Ads, which work especially well for attracting B2B customers.
They are made to work together. This is because the Google Ads and LinkedIn Ads advertising platforms offer advertisers some interesting complementary features. First, they offer much more diverse targeting, as the audience is not reached in the same way on each of these two platforms.
On Google Ads, the audience is mainly reached based on the keywords they search for. Internet users who access the ads have made a query to discover content related to the product or service being promoted. This is intention-based targeting. On LinkedIn Ads, which recently expanded its advertising offering, the audience is targeted using professional criteria such as job title, industry, and experience. In this case, it is audience-based targeting.
By using both platforms simultaneously, advertisers can reach their audience at different touchpoints, with varied approaches and messages. This will inevitably increase the reach of their adverts and potentially enable them to meet future customers at several stages of their decision-making journey.
Leveraging the complementary nature of Google Ads and LinkedIn Ads is often a good idea. However, it is important to know how to use both platforms effectively and appropriately in order to limit costs and improve advertising performance.
One strategy is to consider LinkedIn Ads as the top of the funnel and Google Ads as the bottom. Based on their knowledge of their usual prospects, advertisers can target an audience defined by specific professional characteristics. Once reached, these prospects can then search for more information about the product or service using the search engine, thereby coming across Google Ads.
It should be noted that it may also be beneficial to use Google Ads’ retargeting features at a later stage. This is because people targeted by LinkedIn Ads campaigns can then discover other brand advertisements through various channels, thanks to the specific features of certain campaigns on Google’s advertising platform.
To attract B2B customers, leveraging the complementarity between different platforms such as Google Ads and LinkedIn Ads presents a range of interesting opportunities for advertisers. However, for this strategy to work, advertisers must first tackle an essential part of the process, which is to get to know their audience well. This is a unique feature of LinkedIn Ads, which displays adverts based solely on professional criteria.
While a good understanding of your audience can attract new, highly qualified customers, the opposite can lead to unnecessary expenditure.
Would you like to leverage the complementary nature of advertising platforms to boost your marketing strategy? Feel free to contact our Google Ads agency and LinkedIn Ads agency.
About Ad's up
Pierre Blarre