LinkedIn has the added disadvantage of Facebook: its reach is much smaller than Google's. Unable to reach a huge potential audience, and limited to its own data, LinkedIn is at a disadvantage compared to Zuckerberg and Google's giant.
But LinkedIn Matched Audiences has managed to stand out from cv data Facebook, especially in what Facebook has become an expert at. LinkedIn allows more direct access to a more select audience, already segmented and that may be much more open to receiving your ads compared to Google and Facebook users.
But LinkedIn has another advantage, as its database is made up of professional users, so you can forget about having to apply a filter to reach this segment. Of course, it will always be much more limited than on Google, but, in exchange, you will reach them with much more force.
Google Customer Match vs. Facebook Custom Audiences
Of the 2.925 billion internet users in the world, Facebook has access to 1.280 billion, compared to Google's impressive 2.6 billion, which represents 90% of the market. While Facebook does not reach 50% of the potential internet audience, Google Customer Match is an ideal tool since you can reach practically all users of the network.
When it comes to segmenting audiences based on their interests, behavior, etc., Facebook has a key advantage. On this network, users provide this data automatically when uploading content, or deliberately when updating their profile information.
In this way, Facebook allows for the creation of segmentation according to each particular user, as opposed to Google, which must do so based on the content they consume. Facebook segments much more directly, while Google does so by elimination.
In the following infographic you have a comparison between Facebook and Google Ads that can help you make decisions.
Customer Match Vs Facebook Ads
Why should you use Google Customer Match?
Google Customer Match offers the possibility of uploading email addresses that your customers use in Google services such as YouTube, Gmail or AdWords. The reach with this can be very large, your brand can reach many more people and thus obtain better results.
You no longer rely on data collected through cookies to gain the same benefits with more effective tracking through email addresses.
As a very powerful marketing element, you get users from different devices. But not only to attract users, but also to deliver ads on different Google services.