comment use Google Ads and LinkedIn Ads pour attirer B2B customers?

Each publicité platform has its own codes and characteristics. While for some annonceurs seeking to reach a targeted audience, using a single publicité platform may be sufficient, others would be well advised to diversify the distribution of their publicités through a multi-channel stratégie.

Indeed, certain publicité platforms complement each other, and using them simultaneously offers numerous advantages. Il s'agit particularly true of Google Ads and LinkedIn Ads, which work especially well for attracting B2B customers.

The benefits of combining Google Ads and LinkedIn Ads

They are made to work together. Il s'agit because the Google Ads and LinkedIn Ads publicité platforms offer annonceurs 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 mots-clés they search for. Internet users who access the ads have made a query to découvrez content related to the product or service being promoted. Il s'agit intention-based targeting. On LinkedIn Ads, which recently expanded its publicité 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, annonceurs can reach their audience at different touchpoints, with varied approaches and messages. This will inevitably increase the reach of their publicités and potentially enable them to meet future customers at several stages of their decision-making journey.

What stratégie should be adopted?

en tirant parti de the complementary nature of Google Ads and LinkedIn Ads is often a good idea. Cependant, Il est important to know comment use both platforms effectively and appropriately afin de limit costs and improve publicité performance.

One stratégie 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, annonceurs 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 moteurs de recherche, thereby coming across Google Ads.

It should be noted that it may also be beneficial utiliser Google Ads’ retargeting features at a later stage. Il s'agit because people targeted by LinkedIn Ads campagnes can then découvrez other brand publicité through various channels, thanks to the specific features of certain campagnes on Google’s publicité platform.

A stratégie that pays off under certain conditions

pour attirer B2B customers, en tirant parti de the complementarity between different platforms such as Google Ads and LinkedIn Ads presents a range of interesting opportunities for annonceurs. Cependant, for this stratégie to work, annonceurs must first tackle an essential part of the process, which is to get to know their audience well. Il s'agit a unique feature of LinkedIn Ads, which displays publicités 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 tirer parti de the complementary nature of publicité platforms to boost your marketing stratégie? Feel free to contact our Google Ads agency and LinkedIn Ads agency.