Facebook Ads: The Good, The Bad & Everything In Between
In the earlier days (not that long ago), it was much easier for companies to function without using any kind of web promotion. There needed to be sections inside companies dedicated to managing relationships with internet customers. In addition to this, they could use an internet presence. On the other hand, things don’t operate like that anymore. Consumers often search the internet to locate the products and services they need. Even if they have to travel to a shop to pick it up after they finish their search and have exhausted all other options. Most people adhere to the concept that “If you’re not online, then you don’t exist,” and this rule is particularly prevalent among younger generations, such as millennials and generation Z.
Facebook is one of the online networks that has maintained its position as the most important throughout the years. Since it has users all around the globe, it is a platform that is highly recommended for advertising purposes for companies of all sizes. Additionally, Facebook has often served as a workable alternative for advertising purposes. Take a look at the following list of advantages and disadvantages before deciding whether or not to use it rather than its competitors or one of the other types of advertising.
Consider both the benefits and the drawbacks of using Facebook advertising, just like you would with any other marketing choice. This post will discuss some of the essential Facebook advertising pros and cons that can help you determine whether advertising on Facebook is the best option for your company.
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The pros of advertising on Facebook
1. Facebook lookalike audiences
You may mirror many of your email list’s lists with the assistance of Facebook’s lookalike audiences. Make use of the routines of your subscribers to market to them in a very focused manner. Using your competitors’ customer lists, which are accessible to you on the platform, you can deliver advertisements to those who have already purchased from your rivals.
Because Facebook advertising can be microtargeted to specific users, using the platform is a highly precise and time-saving way to reach your audience. You can target any geolocation, down to the level of a nation, state, city, hamlet, or shopping center, for example. This allows you to target and contact the people you plan to, avoiding wasting resources and boosting your return on investment (ROI).
3. Re-targeting your visitors for better brand awareness
You may retarget prior visitors to your website by inserting the code provided by Facebook onto your website. Targeting customers who have visited certain parts of your website, customers who have abandoned their shopping carts, or even first-time visitors is possible with the help of this tool.
4. The advertising units on Facebook
Facebook is the advertising network that offers the most diverse selection of ad units among the big ones. There are advertisements in the right-side rail, promoted posts in the newsfeed, carousel advertisements, canvas advertisements, video advertisements, Instagram-specific advertisements, event advertisements, lead generation form advertisements, and location-targeted advertisements. There is a sufficient number of alternatives available for you to choose from to accommodate your advertising plan.
5. The most popular social networking site
Over one billion people use Facebook, and over 70 percent of all internet users have an account. As Facebook has more than twice as many users as Twitter and because Facebook is continually expanding, it is more likely that Facebook will distribute your material to a larger number of people. If you want to promote worldwide, your potential audience will be large.
6. Increases the number of likes on your page
Because consumers see brands as having social power, some companies need to inflate their number of followers artificially and likes on social media networks (on Twitter and other platforms). If you advertise on Facebook, you may increase the number of genuine people who like your page and are interested in your company and its products and services.
7. An advertising platform that can be trusted
The advertising capabilities of Facebook are always being developed and improved. This indicates that it uses reliable techniques and processes in order to accept and run advertisements that have been submitted.
8. Market without the hassles of creating a website
Did you know that you can open a storefront on Facebook by using your existing Facebook page? This gives you the ability to offer products or services to end users directly from the affiliate website of your choosing. Technically speaking, you do not need your website at all. On the other hand, you have to have your website as well since Facebook might go away at any point.
9. Your content could go viral
When it comes to search engine ads, people can’t share your content or help market your brand. On the other hand, when people see your material in their feed, it should be fascinating enough for them to want to share it with their friends. If it is, they will. This indicates that it is feasible for an advertisement to become viral without incurring any additional costs.
10. Can influence Google’s rankings
As social presence is such a significant component in determining search engine rankings, advertising on Facebook can help enhance the search engine rankings of both your website and your Facebook page (when utilizing your brand name).
Before you make a final choice on whether or not to use Facebook for advertising purposes, there are a few drawbacks to consider (haha, see what we did there? ), even though we are huge fans of Facebook’s advertising perks.
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The cons of advertising on Facebook
1. Decrease in the amount of organic reach
A disadvantage of advertising on Facebook is that you will only see your material if you pay Facebook to display it. Because the platform requires users to pay to post their material on Facebook, many marketers who are unwilling to do so will be unable to reap the benefits of using it.
2. Certain metrics are not reported exactly
Facebook’s habit of providing numbers that aren’t necessarily accurate has earned the company a lot of criticism over the years. There have been concerns over the overreporting or inflation of basic data, which only benefits Facebook. The following are some examples of measurements that are often reported incorrectly:
- The video play metric needs to be reported more.
- Metrics for instant articles are occasionally provided incorrectly.
- Metrics for app referrals that were improperly computed
- The accurate reporting of the organic reach is hindered by the fact that repeat visits are not deleted.
In response to these allegations, Facebook said in a post that the company had taken the following actions to address the problems:
- It has entered into partnerships with several organisations responsible for independent verification.
- Participated in the definition and description of metrics in a more precise manner.
- Establish a committee for measurements.
- Additionally, it has started a metrics FYI blog.
3. Financial gain is the primary concern (who pays the most)
You want your material to be seen by your audience as soon as possible, but who will pay for it? At this point, only the wealthiest people compete on Facebook. You will need a significant budget to get the outcomes you want if you want people to view the material you provide.
4. Users are required to check their feeds
People who are not logged in do not have the option of seeing your advertisements. This is an elaborate con. When you advertise on AdWords, for example, your advertisements are shown to everybody who uses the internet, which is the same audience that AdSense advertisements are presented to. On the other hand, everything on Facebook is hidden behind a login. If less than 2 billion people use Facebook, what will happen to the other people who use the internet?
5. Users’ attention is shifting to other platforms
The attention has moved away from Facebook due to the features offered by other social networks such as Snapchat and Instagram. Even though they can still have the biggest number of users, most people do not consider them the best option.
- There are more disadvantages, some of which include the following but are not limited to them:
- This is not a corporate network; rather, it is a social network.
- You may be advertising fraudulent accounts or profiles that have been abandoned.
- Returns may be delayed, and there will be little to no engagement with the consumers that are seeing your advertisements.
- The conversion rate may be low.
- Because of the prevalence of false advertisements on Facebook, the trustworthiness of small companies that use the platform is now in doubt.
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In conclusion, Facebook is an excellent choice for promoting the products and services offered by your company. Nevertheless, businesses must give equal weight to both the pros and cons of Facebook ads to ensure they are able to get the best results from their campaigns.
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