LinkedIn Ads vs Twitter Ads

November 03, 2023 | Author: Sandeep Sharma
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LinkedIn Ads
Advertise on LinkedIn. Create an ad. Narrow your target audience by job function, geography, and more. Pay per click. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes. All you need is a LinkedIn account.
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Twitter Ads
Connect with the most receptive Twitter users at the most relevant moment with our Promoted Products. Build your community of vocal and motivated brand advocates quickly by reaching the Twitter users most likely to be interested in your brand. Deliver your message to non-followers and more of your existing followers with precision thanks to a range of targeting options.
LinkedIn Ads and Twitter Ads are two popular advertising platforms that cater to different audiences and serve distinct advertising objectives. LinkedIn Ads primarily target professionals and businesses, offering a platform to reach a highly targeted audience within the professional networking sphere. It provides various ad formats, such as sponsored content, text ads, and dynamic ads, allowing businesses to promote their products, services, or job opportunities. LinkedIn Ads provide advanced targeting options based on professional attributes, such as job title, industry, company size, and skills, enabling advertisers to reach specific professionals or companies. On the other hand, Twitter Ads focuses on reaching and engaging with a broader audience on the Twitter platform. It offers various ad formats, including promoted tweets, accounts, and trends, allowing businesses to amplify their content and drive engagement. Twitter Ads provide targeting options based on demographics, interests, location, keywords, and hashtags, making it suitable for campaigns aimed at specific interests or trending topics.

See also: Top 10 Online advertising services
LinkedIn Ads vs Twitter Ads in our news:

2023. Twitter looks to bring advertisers back with expanded Ad features



Twitter, now referred to as X, has revealed a new collaboration aimed at enhancing brand safety protocols for advertisers on the platform. This initiative follows a decline in ad revenue due to brands suspending advertising on X after their ads were displayed alongside Nazi content. In partnership with ad-tech company Integral Ad Science, X will introduce additional advertising tools designed to enable advertisers to effectively separate their content from undesirable keywords and handles, boasting a success rate of over 99%. Advertisers will have the flexibility to select standard or conservative sensitivity settings to filter out specific content types such as sexual content, targeted hate speech, obscenity, and drugs. Additionally, an automated blocklist feature will empower advertisers to prevent their brands from being associated with particular keywords on the "For You" and "Following" pages.


2020. LinkedIn introduces new retargeting tools



LinkedIn has introduced several exciting features for advertisers, including retargeting capabilities associated with video ads and lead-generation forms, along with brand safety integrations for the LinkedIn Audience Network. With the new retargeting functionality, advertisers can create and tailor ads to reach users who have viewed different percentages (25, 50, 75, or 100%) of their video ads. Moreover, they can target ads towards users who have interacted with Lead Gen Forms by either opening or submitting them. These enhancements provide advertisers with more precise targeting options and enable them to effectively engage with their desired audience on LinkedIn.


2016. Twitter invented sponsored stickers for brands



Twitter has introduced its first set of branded stickers, with Pepsi being the initial partner in an undisclosed agreement. This collaboration enables Twitter users to apply stickers created by the popular beverage company onto their photos. When users post these photos with the stickers, a hashtag associated with Pepsi appears within the tweet. This makes the tweet discoverable by Pepsi, potentially leading to further promotions or competitions. Simultaneously, this innovative approach helps promote the brand in a unique manner on Twitter. Brands have the opportunity to design sets of four or eight stickers, resembling accessories or other props, for users to incorporate into their own photos. When users share these photos adorned with the brand's stickers, they are visible to all of the user's followers. This enables brands to be showcased by their fans in an authentic and genuine way, offering a new dimension of exposure on Twitter.


2016. LinkedIn Ads allows advertisers to use their own data for targeting



Advertisers on LinkedIn can now employ a new method to tailor their campaigns and focus on companies where they aim to generate sales. The introduction of LinkedIn Account Targeting allows businesses to provide their own list of sales accounts, which primarily consists of company profiles rather than individual user accounts. LinkedIn then cross-references this list with its extensive database of 8 million company pages on the platform. Subsequently, a user segment is created for precise ad targeting. Marketers have the flexibility to combine this feature with LinkedIn's existing targeting capabilities, enabling them to refine their campaigns by specific job titles in particular geographical locations, specifically targeting a select few thousand companies.


2015. Twitter launched Mobile Ads Manager



Twitter has officially introduced its new mobile Ads Manager, enabling users of Twitter's smartphone applications to monitor the performance of their ad campaigns while on the move. The Ads Manager provides valuable insights such as impressions, engagements, spend, cost per engagement, and engagement rate. Although the feature is designed for mobile usage, it does not currently support the creation of ad campaigns directly from smartphones. Instead, users are required to initiate their campaigns on the web using a desktop or laptop computer. This approach differs from Facebook's recent release of the dedicated Facebook Ads Manager App, which allows advertisers to both track the performance of existing campaigns and create new ones seamlessly using a mobile device.


2015. Twitter Ads gets Google DoubleClick integration



Twitter has announced a collaboration with DoubleClick's bid manager, allowing advertisers to streamline their ad buying process. Through this partnership, ad agencies and buyers can now conveniently purchase ad inventory on various websites, including Twitter Promoted Tweets, from a single interface. By enabling the purchase of Twitter ads through one of the world's most popular tools, Twitter aims to enhance its revenue generation, which is particularly crucial considering the recent missed revenue estimates. Additionally, Twitter aims to strengthen advertiser confidence in the effectiveness of its direct response commerce ads by working closely with DoubleClick to accurately measure the impact of clicks or actions on Twitter that lead to purchases or conversions. This upcoming program, set to launch later this year, will enable advertisers to attribute purchases to Twitter ads across platforms, irrespective of whether the ad views or purchases occurred on the web or mobile devices.


2015. LinkedIn expands its marketing platform with off-site ads



LinkedIn is introducing an enhanced version of its LinkedIn Ads platform, which now comprises five key components: LinkedIn Lead Accelerator, Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail. The flagship feature, Lead Accelerator, enables businesses to segment their audiences and deliver targeted ads and content in a customized sequence for each group. Additionally, the new Display Network empowers advertisers to run campaigns on both LinkedIn and 2,500 publisher sites across the web. With these additions, LinkedIn now provides a comprehensive solution that caters to the entire sales funnel. It begins by attracting customers with On Site Display and Network Display ads, moves them through the funnel with Sponsored Updates and Sponsored InMail, and assists in the final stages of customer acquisition through the Lead Accelerator functionality.


2014. Twitter launches Promoted Video ads



Twitter has commenced beta testing for a new feature called Promoted Video, designed specifically for brands seeking to upload and distribute their videos across the Twitter network. With this feature, advertisers will only incur charges when a user initiates video playback. Promoted Video builds upon the foundation of the Twitter Amplify program, which was previously geared towards prominent media companies such as ESPN, NFL, McDonald's, American Express, BBC, and Viacom, to name a few. Twitter acknowledges the immense popularity of videos on its platform, as evidenced by the positive engagement and increased views observed through the newer Twitter Video Card. In conjunction with the beta launch of Promoted Video, the company is also streamlining the campaign setup process for advertisers by introducing ads based on a Cost Per View (CPV) buying model.


2014. LinkedIn acquires B2B marketing service Bizo to power its Ads



LinkedIn has announced its acquisition of Bizo, a service that specializes in assisting advertisers in reaching businesses and professionals. Bizo provides targeting and analytics capabilities for display and direct response advertisements. The acquisition deal is valued at approximately $175 million. In a blog post discussing the acquisition, David Thacker, a representative from LinkedIn, highlighted the increasing popularity of business-to-business advertising on the platform, particularly through its Sponsored Updates ad unit. LinkedIn's Marketing Solutions division generated $101.8 million in revenue during the first quarter of 2014, marking a significant 36 percent year-over-year growth. By incorporating Bizo's technology, LinkedIn aims to enhance its advertising offerings and provide an improved experience to its users.


2014. LinkedIn now allows to target Ads and posts by language



Marketers located outside the United States can now seize the opportunity to target LinkedIn Ads based on language preferences, allowing them to display ads exclusively to their native audience. Additionally, companies now have the ability to specify the target audience for each post in their feed, enabling them to tailor updates or ads for different user segments. This means that a company can share a post specifically with members in the United States, while sharing a distinct post with Brazilian users. Previously, when users visited a company's page, they would encounter all posts from that company, regardless of relevance or language. The introduction of these new geo-targeting tools is a logical step for LinkedIn, considering its extensive international user base. With the majority of the 3.5 million companies having company pages on LinkedIn located outside the US, this feature enhancement is highly relevant. It is worth noting that Facebook has been offering geo-targeted ads for several years.

Author: Sandeep Sharma
Sandeep is a marketing expert with a wealth of knowledge in various domains: customer relationship management, social media management, advertising, search engine optimization, website building, Sandeep has established himself as a multifaceted professional. He honed his skills while working at Salesforce and Hubspot, where he gained invaluable insights into the industry. Now, as the proud owner of a small advertising consulting agency, Sandeep continues to provide innovative and effective strategies to businesses, helping them thrive in the competitive landscape of digital marketing. You can contact Sandeep via email sandeep@liventerprise.com