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Hi LinkedIn, can you fix your Ad Engine together with your buddy Microsoft please?

ByJonathan

LinkedIn ads are quite costly, have bad targeting possibilities, and give a lot less ROI than Facebook ads for me, even in B2B.

Though, I like LinkedIn as a platform a lot more than Facebook. It is serious and with good discussions. So it’s a shame its advertising engine works so badly. I definitely see potential to advertise here and target several high end target groups if it would work better.

As it is now, clicks from LinkedIn may be more costly than leads from well AI-optimized Facebook ads (Linkedin usually have 10 time higher click prices than FB, and if I get 10 % CR on FB, the lead from FB cost the same as a LinkedIn click…).

Here’s a suggestion that I have no idea if is possible or not yet:

Since LinkedIn now is Microsoft, which also is Bing and Bing Ads, I do not see the reason why it is not integrated? I’ve heard it is coming, but I hope it will be a good product that is possible to use for everyday advertisers, and not only for some special cases.

Integrate LinkedIn ads into Bing Ads interface, which is a “direct copy” of Google AdWords, which means that everyone that have been in online marketing some time during the latest 10 years will know how to use it. It is quite straight forward and logical. Linkedin Business -ads interface on the other hand is not.

Then, connect the user data between Bing & LinkedIn and lower click prices. Let us create ads for Linkedin target groups, and to get volume, offer the possibility to show the ads to these people whenever they are using Bing (and other Microsoft products) too.

Take advantage of it the other way too; when we create Bing ads, let us have audience based position targeting in search, possibility to set different click prices for different types of LinkedIn users, the checkbox “show on LinkedIn too” to get more advertisers on to LinkedIn, etc..

Do the thing that Facebook and Google cannot do, you have one of the biggest search engines AND a big social network. There should be possibilities to create a great ad-products for us advertisers based on this, right?

Am I completely wrong, or is this or something even beter in the making already, feel free to correct me!

Jonathan Björkskog is a marketer / Growth Hacker from Finland, that has been working full time with marketing for big corporations and some of the largest e-commerce sites in Northern Europe. With a passion for organic search, content, and growth, and a background in tech and coding, he has a broad overview of the strategies and tactics of online marketing.
Having started up an agency with over 100 employees also helps to get a broad overview of what any kind of business could do to be successful online.