Facebook Ads – Pros and Cons
Facebook has become an amazing marketing tool for business’ these days. They have almost thought of everything you will ever need to market and manage your business. When you create a facebook business page, you now have the ability to run campaigns, get reviews and ratings, respond to customers easier than ever, connect to your Instagram, and even add an entire store with inventory right from your page.
A facebook business page is almost like its own website for your brand. One of the main tools they have provided for business pages is the ability to run campaigns. We are on the fence about these campaigns and if it is right for YOUR business, as with anything, there are positives and negatives to consider before sinking money and time into this method of marketing. So with that, we have put together a quick pros and cons list for using facebook ads.
- Able to target the correct audience or ‘microtargeting’ – One of the coolest things we know about running facebook campaigns is the ability to target the EXACT demographic of people you want to see your business and turn into potential customers or clients. When running a campaign, you have the ability to to set an age range, gender, and choose the interests of the people who will be seeing your ads. For instance if you are a running shoe brand, facebook will show your ad to people who are interested in running, athletics, and sports, based off the pages they already like. Targeting the absolute correct niche is very tricky to do on social media, and facebook has made that very easy.
- Easy to use – A MAJOR pro, is it’s easy! Facebook has made it so simple to create these campaigns. It takes a little playing around with it to get the hang of it, but they have made it as smooth as possible for almost anyone to create an appealing ad. They even have their own app JUST for ad management. Once you run a campaign, you also have the ability to save it so you don’t have to create it again.
- Analytics and Progress Reports – No other platform gives you as much insight into how your campaigns are doing and if they are successful. They even separate ‘organic’ post reach (the people who see your posts naturally), from the people you are paying to reach.
- So many options for what you want your ad to do – With a facebook campaign, you have the ability to choose if you want to sponsor a single post, if you want people to like or follow your page as a whole, or if you want website, blog, or store clicks. The multiple options they provide is a really unique feature for marketing that can’t really be found anywhere else.
Though there are many pros to running a facebook campaign, we now have to discuss a few of the cons, because with anything, they need to be considered as well.
- Expensive – Facebook ads are not cheap. To truly run a successful campaign for a long enough time to make an significant impact will cost quite a bit of money. I guess in terms of other forms of advertising though, such as radio or television, it still is the cheapest option.
- Organic Engagement? – The algorithm on facebook is rapidly evolving and changes all the time. Say you pay for an ad to promote your facebook page to get likes and follows; the majority of these new followers don’t engage and often don’t turn into customers. It has been researched with the new algorithm that only about 8% of your current followers see your posts. The ads you run obviously expand that reach throughout the duration of the campaign, however after it stops, the 8% of post reach comes back, and possibly less, depending on who these new followers are. So basically over time, this diminishes your organic reach.