Like XING, LinkedIn offers advertisers the opportunity to place more prominent advertisements in the form of banners. LinkedIn Premium Display Advertising differs from LinkedIn Ads in that it offers additional placement options and larger formats. As with XING, the Premium Display campaigns are managed by a marketer.
LinkedIn Ads vs. Ads in the XING layout
First of all, it can be said that there is not really a clear winner or loser between the two networks. Depending on the criteria, both have their advantages and disadvantages.
Let's start with the most important criterion of reach . It is important for every advertiser to reach as large an audience as possible, either to increase brand awareness ( branding ) or to generate conversions. For the German market, XING offers a clear advantage in this regard, with a maximum reach of 5,970,000 potential XING members compared turkey phone number data to LinkedIn with 2,929,988 members . There is one limitation with XING, however. If I want to advertise an external site as a landing page , I have no way of reaching premium members. If my target group is international, LinkedIn is the more attractive network. Apart from Germany, the only other countries that can be reached via XING are Switzerland and Austria. Via LinkedIn, on the other hand, it is possible to address target groups worldwide .
In terms of targeting options, the LinkedIn advertising network is a step ahead of XING . I can also use LinkedIn Ads to specifically target companies, groups and people in certain areas of activity (departments). However, you should be careful not to define your target group too narrowly, as this can severely limit your reach.
XING offers the option of designing ads with a bit more detail than LinkedIn. For example, you can use 60 characters in the title and 140 in the ad text . You also have the option of adding an 80-character comment to the ad . LinkedIn ads, on the other hand, don't offer the copywriter as much scope for creativity; with 25 characters in the title and 75 characters for the ad text, the words have to be chosen particularly carefully. The advantage of LinkedIn ads , however, is clearly the more prominent placement . There are up to 5 placements on which the ads can be displayed. On XING , on the other hand, the ads only appear on the news page .
Creating campaigns is quite easy on both networks. Setting up the targeting options as well as the budget and CPCs can be done quickly on both networks. Creating multiple ad texts for later A/B testing is easier on LinkedIn . I can create up to 15 ads with image and text combinations within one campaign. On XING, on the other hand, I can only create one ad text with an image in each campaign . For each additional ad text, another campaign must therefore be created.
Both networks allow you to book ads on a CPC or TKP basis . The minimum CPC for both networks is €2 . However, depending on the targeting option, both networks recommend a bid range that quickly starts at €5 . If you are below the recommended bid range, the ads will hardly be displayed. LinkedIn requires a minimum daily budget of €10. The XING advertising network does not have this requirement.