Social Ads Management Tools Comparison


Social Ads occupy more and more space (and budget) in digital marketing strategies. Social ads management tools offered by social platforms have varying degrees of usability, requiring constant adaptability and flexibility for digital marketers.

In order to further understand the digital landscape, this article will compare the 3 major platforms offering Social Ads (Facebook, Twitter and LinkedIn) from an usability point of view to break down the how to’s for setting up a campaign and exposing the limits of each various tool.

Twitter – convenient but restrictive

Twitter Ads can target users based on 3 main advertising formats: Sponsored account, sponsored tweet and sponsored trend.

This do-it-yourself platform is accessible to businesses tweeting in one language English, and located in the United States, Canada, Ireland and the United Kingdom. For all other companies, they need to sign an Insertion Order with Twitter for a minimum of $ 15,000 in order to have access to the platform and all its features.

When you arrive to the do-it-yourself platform, you will discover a handy interface, and we start by selecting the type of campaign that we want to launch. For a sponsored tweet, it is possible to select your targeting based on 4 different options: keywords, interest, custom and public television. The biggest drawback is that if you want to use two different methods of targeting, you will need to create two separate campaigns.



The keyword suggestion tool is very relevant and helps you to quickly and appropriately increase your target audience. For location targeting options, we quickly encounter another problem on the self-service platform: it is not yet possible to target your audience specifically. You can target a province, but not specific cities or a zip codes.

Concerning the budget distribution by campaign,you can define the CPC budget by 3 options: total budget, daily budget and amount you are willing to invest per single engagement.

Finally, one drawback is that the Twitter algorithm does not always take into account all the data (duration of the campaign VS total budget). If the maximum daily budget is high, Twitter is capable of spending the entire budget in a short time frame without taking into account the remaining time. It is essential to keep a watchful eye on your campaigns to avoid any overspending.

LinkedIn: simple and professional

On LinkedIn, like Twitter, you find yourself limited to 2 options, “create an ad” or “sponsor an update”. The interface is intuitive and relatively easy to use. Following three simple steps, you can create an ad easily.



The first step is to create the ad itself. We recommend creating several ad variations (between 3 and 5) to test several different visual and ad copies. The character limit is a barrier with 25 characters for the title and 75 for the ad copy, compared to 90 characters for Facebook and 140 characters for a Twitter sponsored tweet. You will need to work on streamlining your thoughts into characters.

Next, we need to specify the target audience. It is important to know the exact names of the targeted groups. It would be interesting to be able to get group suggestions from certain keywords or themes.

Another great opportunity to leverage information from LinkedIn is being able to target the audience based on professional activity or even their employer.

Finally, regarding budget management, it is possible to choose between CPC or CPM models. However, the daily budget must be set with a potential of 20% exceeding. In case you aren’t able to continuously monitor your campaign, it is recommended for you to set your budget 10 to 20% below the initial amount to avoid cost overruns.

Facebook : Fun and Unlimited

At first glance, Facebook’s platform may seem more complex than the previous two. Yet it is very user-friendly and allows quick and easy campaign management. In addition, feature access is unlimited and everything is readily available in the Power Editor do-it-yourself tool.

The first step to creating a Facebook Ads campaign is really simple: you select your campaign’s objective (promoting a post, a website, an application, an event, an offer, etc.)


Adapting to different mobile devices is a plus. As you can see below, it is possible to display the ad only if the mobile device is connected to Wi-Fi. This approach is particularly used when downloading apps to ensure successful downloads.fb_wi_fi FR EN

The possibility to target interests and categories is another big advantage. Facebook is the only platform to offer the option of targetting non-fans and friends of fans. In terms of geo-targeting, another plus when using Facebook, you are able to select specific cities and add a radius around selected cities.

Finally, regarding budget settings, you have several options to better adapt your strategy.  You can either set a daily budget or a budget for the duration of the campaign. The latter may be CPC, CPM or CPM optimized.




Access to all the features


Not completely


Mobile management




Budget management








Character limit




In summary, Facebook offers a platform covering a wide range of ads (advertising, event, application, sponsored posts, etc.). Additionally, it is clear that Facebook has also invested a lot of energy analyzing user experience to adjust its interface accordingly. Linkedin allows you to reach a different audience, more focused around professionals. But both Twitter and LinkedIn are very limited in options, thus are falling behind in terms of innovation.

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