And our winner is….
If you expect us to crown the winner in this competition I probably will dissapoint you now. Because the main finding of the competition is: there is no ‘real’ winner: Isn’t there?
If you look into the pure performance data, there will be, but analyzing the data behind the pure numbers is the key. And it will show that all platforms do have their justification. Let’s take a look at the numbers first
Branding campaigns are all about CPM
The core concept behind a branding campaign is to create a positive message about your company or product and display the ad to a large crowd of people for several times. If it comes to a consideration of buying a new product, people are more likely to remember your brand. Branding campaigns are not about going deep down the sales funnel, they are about the number of impressions.
Let’s take a look at the impression numbers on all platforms:
Adello Direct: 307.379
Looking at the pure numbers, the winner seems to be obvious. But it’s not all that easy and we have to take the targeting into account. Remember: Facebook and LinkedIn had more targeting options and thus a more precise targeting in the B2B targeting funnel. That will reduce the total number of people the ad will be played out on, leaving the number of impressions larger on Adello Direct. But of course, the high number of impressions does not guarantee a bigger number of clicks. Whilst Facebook does not offer the CTR for that type of campaign, LinkedIn and Adello Direct perform with the following numbers: LinkedIn generated a total number of 78 clicks (CTR of 0,26%) and Adello Direct a CTR of between 0,17%-0,22%
In case of Facebook we take a look at our tracking tool and try to corelate incoming traffic to the campaign we ran on Facebook. Analyzing a total number of clicks of 20 with an average dwell time of 11 seconds, it kind of underlines our assumptions that the ad was shown on cheap pages.
Analyzing click rates and leads
It’s not surprising that Adello Direct comes with a lower click through rate than LinkedIn. On LinkedIn we had the opportunity to target a certain job title segment which makes it more likely to target the people that are interested in the product. On Facebook we also targeted certain regions AND job titles and should therefore get a comparable value in comparison to LinkedIn. So, we check back on the dwell time in our tracking dashboard. Incoming traffic via Facebook has a 100% bounce rate, which underlines that the ad targeted people that are more likely not to be interested in a B2B product (not surprising for a social network). Incoming traffic from LinkedIn and from Adello Direct show lower bounce rates and a longer dwell time.
It’s all about leads and analyzing incoming traffic
For branding campaigns it seems unfair to compare the number of leads. But what I can state is, that all three campaigns have caused an increase in numer of traffic, clicks and likes. Maybe not necessarily related directly to the campaign, but all campaigns did had an impact, either on their very own platform or directly on our incoming website traffic.
Every campaign has gathered more or less data to work with. Future campaigns can be shaped more precisly with previous campaign data for learnings. And that point might be one of the main findings of the comparison:
Whilst LinkedIn proves to get the best results in terms of audience targeting and lead generation, Adello Direct offers precise data insights which can be used for shaping the campaigns further in the future and work the advertiser down the marketing funnel eg. for performance campaigns. Facebook should not be underestimated in its relevance and will probably be more relevant when it comes to performance campaigns especially when you consider the amount of data they have to base their advertising on. And, for building up communities, it will be a relevant platform to nurture. LinkedIn offers the best chance of engaging with the key decision makers in B2B, but does not provide you with detailed campaign reporting data to analyze. To stay fair: they offer educational tutorials for data interpretation one can sign up for.
Branding campaigns for B2B will be valuable on all three platforms if you are able to look behind the scenery and make sure you analyze your reporting data with care.