LinkedIn Marketing Solutions vs. Microsoft Advertising

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
LinkedIn Marketing Solutions
Score 7.8 out of 10
N/A
LinkedIn Marketing Solutions is a recently (2015) expanded marketing platform for reaching audiences through the popular Linkedin work-oriented social network that includes modules like the Lead Accelerator (supporting segmentation features to improve conversion), Sponsored Updates, LinkedIn Onsite Display, LinkedIn Network Display, and Sponsored InMail. While still at its core a social marketing engine, Linkedin Marketing Solutions now presents a more comprehensive B2B advertising platform. The…N/A
Microsoft Advertising
Score 4.3 out of 10
N/A
Microsoft Advertising (formerly Bing Ads) contains Microsoft's advertising solutions. Advertising formats include search (Microsoft Search ads), Display and Native ads, Retail Media, and Video and Connected TV (CTV) ads. Services include Performance Max, the company's conversion optimization AI assistant and guide.N/A
Pricing
LinkedIn Marketing SolutionsMicrosoft Advertising
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
LinkedIn Marketing SolutionsMicrosoft Advertising
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoNo
Entry-level Setup FeeNo setup feeNo setup fee
Additional Details
More Pricing Information
Community Pulse
LinkedIn Marketing SolutionsMicrosoft Advertising
Considered Both Products
LinkedIn Marketing Solutions
Chose LinkedIn Marketing Solutions
LinkedIn is phenomenal in comparison in terms of the data and analytics they provide to you. No other platform tells you the names of the companies of users who clicked on your ads or visited your website, or anything like that. Website analytics provided by LinkedIn are …
Chose LinkedIn Marketing Solutions
I think LinkedIn, though a niche product, is not quite as good as Google or Facebook Ad platforms. LinkedIn feels more like Twitter Ads platform circa 2012, with the lower view count. However, LinkedIn Ads has a great amount of targeting options that are useful when attempting …
Chose LinkedIn Marketing Solutions
LinkedIn doesn't come even remotely close to the pure audience size of Google, or even Yahoo for that matter. But it really doesn't need to, it's a specific product for a specific market and it does an exceedingly good job. Facebook will get your content in front of an almost …
Chose LinkedIn Marketing Solutions
LinkedIn marketing solutions is great for its narrow targeting options. Being able to target professionals at scale is ideal for certain clients' business needs. The reach of Facebook and Twitter is not matched by LinkedIn and the Google and Bing scale is also larger than …
Chose LinkedIn Marketing Solutions
We are always able to reach our exact targets with LinkedIn when sometimes it is more difficult to reach our core audience in other paid channels.
Microsoft Advertising
Chose Microsoft Advertising
[Microsoft Advertising (formerly Bing Ads)] has access to superior traffic volume and ability / capability to spend ad dollars. [Microsoft Advertising (formerly Bing Ads)] is really the only paid search advertising option that competes with Google Ads in any capacity whether …
Chose Microsoft Advertising
Bing is definitely most comparable to Google; in terms of audience sizes, it has about 30% of the traffic that Google Ads can drive; however, its costs are much more efficient, and this additional inventory is less competitive. Additionally, Bing has some features not available …
Chose Microsoft Advertising
I would place Bing Ads underneath Google in terms of return and ease of use. Currently, we use both, but if I had to choose I would put my budget on Google over Bing.
Chose Microsoft Advertising
Bing and AdWords can work side by side, with AdWords advertising through Google and has a larger search volume, however Google has more competition, which means CPCs tend to be much higher and conversion rate a bit lower in spite of its greater search volumes. Bing Ads works as …
Chose Microsoft Advertising
Although we have tested many other platforms. AdWords would be the closest comparison since Microsoft basically duplicated Google's product. The results are similar but on a much smaller scale compared to AdWords. We have seen lower cost per lead on some campaigns but …
Chose Microsoft Advertising
Bing pales in comparison to AdWords in many ways, including support, targeting, user experience, and overall marketing volume. In many cases, Bing is constantly playing catchup to AdWords.
Top Pros
Top Cons
Features
LinkedIn Marketing SolutionsMicrosoft Advertising
Ad Campaigns
Comparison of Ad Campaigns features of Product A and Product B
LinkedIn Marketing Solutions
-
Ratings
Microsoft Advertising
2.2
3 Ratings
72% below category average
Ad campaign creation00 Ratings3.53 Ratings
Ad deployment00 Ratings3.93 Ratings
Display advertising00 Ratings1.43 Ratings
Ad display and retargeting segmentation00 Ratings2.13 Ratings
Sequence targeting00 Ratings1.02 Ratings
Contextual advertising00 Ratings2.53 Ratings
Social advertising00 Ratings1.02 Ratings
Ad Reporting & Analytics
Comparison of Ad Reporting & Analytics features of Product A and Product B
LinkedIn Marketing Solutions
-
Ratings
Microsoft Advertising
2.9
5 Ratings
59% below category average
Ad dashboards00 Ratings2.85 Ratings
Ad performance reports00 Ratings3.14 Ratings
Ad conversion tracking00 Ratings3.23 Ratings
Ad attribution reporting00 Ratings2.83 Ratings
Ad forecasting and optimization00 Ratings2.83 Ratings
Ad Auctions
Comparison of Ad Auctions features of Product A and Product B
LinkedIn Marketing Solutions
-
Ratings
Microsoft Advertising
4.2
4 Ratings
29% below category average
Ad bidding00 Ratings4.24 Ratings
Best Alternatives
LinkedIn Marketing SolutionsMicrosoft Advertising
Small Businesses
WordStream
WordStream
Score 6.9 out of 10
Serpstat
Serpstat
Score 9.3 out of 10
Medium-sized Companies
WordStream
WordStream
Score 6.9 out of 10
WordStream
WordStream
Score 6.9 out of 10
Enterprises
Sprinklr Marketing
Sprinklr Marketing
Score 7.2 out of 10
Adobe Advertising Cloud
Adobe Advertising Cloud
Score 8.8 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
LinkedIn Marketing SolutionsMicrosoft Advertising
Likelihood to Recommend
8.9
(47 ratings)
3.1
(67 ratings)
Likelihood to Renew
-
(0 ratings)
10.0
(2 ratings)
Usability
8.5
(8 ratings)
6.0
(1 ratings)
Support Rating
8.6
(6 ratings)
9.1
(11 ratings)
Implementation Rating
-
(0 ratings)
7.0
(1 ratings)
User Testimonials
LinkedIn Marketing SolutionsMicrosoft Advertising
Likelihood to Recommend
LinkedIn
Although it offered great features, we didn't really see a lot of traffic or results from the ads we placed. Working in hospitality, we had to strategically time and place our ads around holiday seasons and it can be difficult to predict a marketing campaign. Depending on your market, LinkedIn may not be the best avenue to advertise with.
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Microsoft
Despite using our account for advertising with every other social media company, Microsoft flagged ours as fraudulent. After dealing with them for weeks, we finally got to a manager, who said that they didn’t know anything, couldn’t provide any information, and was unable to do anything about it. It seems odd, but it would flagger account every time we try to upload the campaigns from Google directly into their ad manager. I would suggest if you try and use their platform, don’t tell them you’re using Google cause they seem to have a thing against it. Once your account is flagged, they have no reasonable way of resolving it, nor they are able to offer any support. You’re better off to just try a different way. Ultimately, just don’t use Microsoft advertising if you can possibly avoid it. Hopefully soon DuckDuckGo will have their own advertising platform and we can eliminate Microsoft given the terrible time we have working with this one of many, social media platforms.
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Pros
LinkedIn
  • Targeting - they have done a great job of allowing you speak to ideal audiences
  • Support - dedicated customer service and account advising is always accessible and very responsive
  • Curation of professional audiences - one of the biggest advantages to the platform is that its users are for the most part are professional
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Microsoft
  • Familiar interface, offers editor for bulk changes, adding negative keywords is much easier than in Google Ads
  • Nice reporting tools within the interface, detailed reports can be made fairly easily
  • Had very nice tools to help import/export ads directly from Google Ads, which saves a ton of time
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Cons
LinkedIn
  • The Campaign Manager is not good. It seems like the Campaign Manager (where you create and manage your self-serve ad campaigns) is buggy and doesn't have a good flow. Contrast with FB Ad Manager of the Google Adwords/Ads interface, which has a much more simple process to create and edits campaigns, ad groups, ads, keywords, audiences, budgets, etc. LinkedIn Campaign Manager seems to actively work against you trying to make changes to your campaigns.
  • LinkedIn Campaign Manager offers three options: sponsored content, InMail, and text ads. LinkedIn used to offer other ad services that you couldn't access unless you had a "managed ad account" run by LinkedIn Staff with a dedicated monthly ad spend. It seems most of those "hidden" features have disappeared, though you still have to contract with LinkedIn to offer dynamic ads. It would be better if LinkedIn empowered marketers to create the ads they want. (Perhaps with a dedicated acct. manager like how Google Ads works.)
  • This is silly, but it isn't easy to navigate to Campaign Manager. I have a bookmark for Campaign Manager because if you want to click there through LinkedIn, it takes 2 or 3 different screens to get to Campaign Manager. In my opinion, when you click the "Work" dropdown from the LinkedIn header (by your profile picture) you should have a link to Campaign Manager.
  • LinkedIn, in recent months, has made substantial changes to the Ads platform and Campaign Manager. Though these changes work to address some of the above issues, LinkedIn still has quite a ways to go before their platform is on par with their competition.
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Microsoft
  • Bing's ad platform could definitely use some improvements - it hasn't been updated in a long time, and it feels very outdated.
  • We feel that the optimization algorithms don't always perform as well for Bing Ads as they do in Google Ads (optimize for conversions, etc.).
  • It would be great to have even more integrations with LinkedIn audience targeting offered - right now, you can just make some bid optimizations in a couple of areas; we'd really like to get more robust options there, and maybe even things like cross-platform tracking.
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Likelihood to Renew
LinkedIn
No answers on this topic
Microsoft
We have had good success with it over all of our clients. We continually recommend bing to reach "the rest of the searchers".
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Usability
LinkedIn
in terms of promoted content reporting and usability, the platform is not as flexible or easy to use compared to more established social platforms like Facebook. However, it does offer plug-ins to Google Data Studio which makes pulling and manipulating data easier. My main usability gripe comes when looking at organic performance of a company page. There isn't an easy way to export organic performance data.
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Microsoft
Usability itself is all right, I just wish it looked better.
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Support Rating
LinkedIn
So, everything what I just said previously adds up to the value of LinkedIn Marketing Solutions. Definitely recommending it to a friend. It has its things to improve but its nothing major or nothing to worry about. So I give a 9 because it still has that, some user interface glitches that can be improved but do not damage the experience that you have with it.
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Microsoft
Our Bing Ads reps are very good and attentive. They've offered good recommendations and are quick to resolve unexpected issues and problems. Occasionally they have roped in technical support folks that have been friendly and helpful too. The general helpline for Bing Ads is also very good, especially when compared to Google's customer support.
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Alternatives Considered
LinkedIn
If you want more precision in B2B targeting, then LinkedIn is without question the better alternative. However, as I established before, I've rarely seen LinkedIn campaigns be successful for anything other than brand awareness/thought leadership. And that's almost 100% what Twitter is for. Twitter campaigns almost always have a cheaper CPC AND CPM than LinkedIn and accomplish the same thing, so I would say go with Twitter. At times LinkedIn campaigns are just so you can tell someone at a higher level that you did precise targeting to the exact audience they wanted and check that box, because it's easier for them to understand how you'd do well on LinkedIn, and more difficult to tell that story on Twitter. But I honestly prefer Twitter and its platform for B2B awareness campaigns. Heretic, I know, but it's how I feel after several years of experience with both. Facebook is bottom of the barrel for B2B in my mind, so I'm not really going to discuss it. I would take LinkedIn over Facebook for many reasons, but Facebook is an option too, but more for SMB and just covering all bases, not as a primary choice for B2B marketing.
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Microsoft
Obviously Google is a huge competitor. Typically Google is top of the game for many advertising solutions including search. Microsoft ads has a lower scale and reach compared to Google. However, Microsoft ads audience does not overlap much with Googles, providing incremental reach. Although Microsoft ads lags a bit behind in adapting the new updates that Google comes out with, their customer service is very good and they are likely to go out of their way to adapt their platform to your needs whereas their competitor does not
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Return on Investment
LinkedIn
  • We have seen a marked increase in inbound agent calls since we began LinkedIn marketing.
  • LinkedIn marketing is an excellent way to put your content in front of people that are actually going to read it, this has led to a major increase in our content being consumed and acted on.
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Microsoft
  • We've had a very hard time spending our budgets on Bing which has caused us a lot of extra work on our end. We've essentially had to move that money back to Google or other platforms.
  • It does have an easy import from Google so you're not doubling efforts.
  • The CPCs tend to be less expensive than Google - which is always good for business owners.
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ScreenShots